Scan the QR code in the image to register Recently, I participated in a consulting team's research on the FMCG community group buying industry and conducted a round of interviews with friends from several domestic brand owners to understand their views and practices on community group buying. Although each company's attitude and approach differ, there is one definitive conclusion: Publicly banned, privately researched. This conclusion is easy to understand. After all, current community group buying has broken prices and disrupted the market. Sales volume is the foundation of business operations, and maintaining stability among all stakeholders is more important than ever. But stability alone is not enough; behind the scenes, research is essential. All internet giants have already entered the game. Community group buying, as a new business form, has its overall landscape set. Therefore, for FMCG companies, besides observing, what remains is to keep up with the times and intensify research. The ban is for the present; research is for the future! -01- The Intertwined New Business Landscape Has Arrived Looking back, the pandemic has not set business back; instead, it has brought tremendous progress. The pace is so fast that it catches one off guard. What should be done in the face of new changes? 1. B2B2C For FMCG products, direct consumer connection was not possible in the past. If they buy your product, that's already good. Want to contact me anytime, anywhere? How could that be! But now, with the popularization and application of new technologies, it is basically achievable. Besides improving overall channel efficiency and digital transparent management, it also enables direct consumer connection. Of course, each company applies it differently and for different purposes. For example, Tencent's Youma cooperation with Luzhou Laojiao, Cainiao's cooperation with Mengniu, and Tsingtao Beer's cooperation with Ande Zhilian. Some are for membership, some for retail, some for management. B2B2C, in 2021, I believe, will remain a key focus for FMCG manufacturers, because the project is massive and involves the fundamentals of offline channels, so continuous exploration and optimization are required. 2. Community Group Buying I just mentioned community group buying. Let me add a note here: New Distribution's conclusion on community group buying is: No endgame. What does "no endgame" mean? It means that community group buying, as it has developed, has moved beyond being a so-called new model and has become a new direction for the upgrade and iteration of traditional retail. Of course, besides the well-known giants, there is another very important force that I believe will be one of the main forces in the future community group buying new business format: local supermarket chains. While FMCG manufacturers study the tactics of community group buying giants and formulate marketing strategies, they should not forget the "variants" of community group buying under other retail formats. 3. O2O O2O, at present, is still a business in first- and second-tier cities. The volume may not be large, but its influence is extremely strong. Like current B2C e-commerce, its positioning is not only as a sales battlefield but also as a brand communication battlefield. In the future, for a brand to truly achieve national layout and become a nationally influential brand, occupying the high ground is the best strategy. How to occupy the high ground? Traditional B2C e-commerce is not suitable for FMCG products with low unit value and low involvement. Convenience store chains and first- and second-tier O2O platforms might be the future for these two types of retail. 4. B2C B2C is also evolving. Platforms like Douyin, Kuaishou, and Xiaohongshu are gradually shifting from new traffic to new e-commerce. For FMCG manufacturers, the attitude towards new traffic is to reach consumer groups and have communication value; the attitude towards new e-commerce is that traffic can be directly converted into sales, which has more business value. This part requires special attention from the e-commerce department. Faced with these dazzling changes, what should FMCG manufacturers do specifically? Listening to industry interpretations, seeing practical cases, and hearing firsthand accounts are the most effective. From April 1 to 3, during the Spring Sugar Fair in Chengdu, Sichuan, New Distribution will host the 2021 (6th) China FMCG Channel Innovation Conference and the First China FMCG Community E-commerce Conference, with the core theme of exploring innovation under the new business landscape. Our core proposition is: New channels need new penetration; old channels need new upgrades. We hope this conference will bring some thoughts and inspiration to the FMCG industry in responding to the new situation. For the four changes mentioned above, New Distribution has set up thematic forums for one-on-one discussions. 120+ big-name guests will share insights, making this the largest FMCG industry event in the first half of 2021! Some of the confirmed heavyweight guests so far include: 1. Mr. Bi Chaojiao, National Marketing General Manager of China Resources Snow Breweries; 2. Mr. Jiang Jun, General Manager of JD Daojia's Business Growth Department; 3. Mr. Zhu Fangya, General Manager of Uni-President China's E-commerce Circulation Group and E-commerce Group; 4. New Distribution will release the "2021 China FMCG Community Group Buying Industry Report"; Outside the conference, there will be 130+ booths, with targeted invitations to 300+ community group buying (e-commerce)/O2O home delivery procurement heads and 1,000+ regional top distributors for on-site transaction matching. Some of the confirmed major platforms so far include: 1. Meituan Select 2. Duoduo Maicai 3. Chengxin Youxuan For channel trends and product selection matching in the FMCG industry in 2021, this one conference is enough! If your tip is adopted, you will be paid 400-2000 yuan.