---
title: "B2B2C, O2O, B2C, Mini Community Stores: The Omnichannel Challenge for FMCG Manufacturers"
description: "Before 2022, new channel formats emerged rapidly, but after 2022, the channel landscape stabilized, shifting focus to fundamentals and retail operations. This article explores four key channel trends—B2B2C, O2O, B2C, and mini community stores—and their implications for FMCG manufacturers, concluding with an invitation to the China FMCG Channel Innovation Conference."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2022-07-04"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/03v5Ul7F_XvVhiJXm2Zl7g"
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# B2B2C, O2O, B2C, Mini Community Stores: The Omnichannel Challenge for FMCG Manufacturers

> Before 2022, new channel formats emerged rapidly, but after 2022, the channel landscape stabilized, shifting focus to fundamentals and retail operations. This article explores four key channel trends—B2B2C, O2O, B2C, and mini community stores—and their implications for FMCG manufacturers, concluding with an invitation to the China FMCG Channel Innovation Conference.

********Click to read the original article for details********
Before 2022, it was the golden age for the emergence of various new channel formats. After 2022, the channel landscape has basically stabilized, with no more flourishing diversity or flashy subsidies.
More emphasis is placed on honing basic skills and returning to the essence of retail business.
A stable channel landscape is a good thing for leading brands, as they can deeply cultivate their own fields, settle down, study existing channel businesses, improve channel operation efficiency, and increase market share with more efficient tools and management.
**1**
**B2B2C**
For the vast majority of FMCG categories, 70% of sales come from offline channels, relying on chain hypermarkets, independent large stores, and mom-and-pop stores.
In the past, offline business made it nearly impossible to directly connect with consumers; the typical approach was reaching store terminals through sales representatives. However, with the popularization and application of new technologies, direct consumer connection is gradually becoming a reality. Through digital tools, in addition to improving overall channel efficiency and transparent digital management, direct consumer connection can also be achieved.
The path is feasible, but how to apply it specifically is still being explored by each enterprise.
Some focus on membership, some on retail, some on management, and so on. Different purposes naturally lead to different paths. **In the digital era, B2B2C is a topic that every brand must consider now.**
**2**
**O2O**
O2O, at present, is mainly a business in first- and second-tier cities. Although its volume is limited compared to traditional channels, 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 platform.
Currently, O2O is still in a stage of rapid development. Sun Art Retail's online sales share has risen to 29%, and Hema's online GMV share remains above 60%. Alibaba's management emphasized in the earnings call that due to users' obvious tendency to stock up, Alibaba's "near-field retail" average order value has significantly increased.
JD Daojia's revenue in Q1 was 1.4 billion yuan, a year-on-year increase of 80%. In addition, Meituan and Pinduoduo are also continuously increasing their efforts in near-field same-city retail.
For manufacturers, there are two key challenges in O2O: **First, profitability.** Platforms promote brand subsidies, and how to sell new products and increase gross margin is the focus; **Second, organizational issues.** O2O is not a purely online business; it is strongly linked to offline stores. Behind the improvement in order fulfillment rate and product assortment rate is the enhancement of frontline business organizational capabilities.
**3**
**B2C**
Some industry insiders say that the end of this year's 618 marks the end of an e-commerce era. Traditional search-based e-commerce has matured and become mainstream, and new tricks and new growth have peaked.
The new era of B2C has been handed over to short-video live-streaming e-commerce, and the key behind it is that **a new era of content-driven growth** has arrived.
△Image source: Internet
This year, Douyin e-commerce also launched a new upgraded system, gradually evolving from a single content short-video platform to content e-commerce, and even some content omnichannel platforms.
For FMCG manufacturers, it seems that they should pay more attention to content-driven traffic platforms. Traffic itself is a way to reach consumers and has communication value; traffic can be directly converted into sales, which has business value.
Of course, FMCG manufacturers must also deeply consider that in the process of balancing input-output ratio with traffic as the dimension, the output of brand value and the transaction model based on the benchmark of integrating brand and effect are all promotions.
**4**
**Mini Community Stores**
What changes are taking place in the local retail formats in third- and fourth-tier cities? Obviously, the most prominent trends are community-oriented and fresh-food-oriented.
The typical characteristics of community-oriented and fresh-food-oriented stores are that stores are getting smaller. In the past, the mainstream was over 1,000 square meters, but now new stores are more often around 500 square meters in community neighborhoods. Moreover, **the area for standard FMCG products in stores is getting smaller, and store unit output is also declining, with more space allocated to fresh food categories.**
For distributors, this means that the shelf resources and floor display resources they used to have are decreasing. Because the area is small, promotional forms also need to change. In the past, weekend tasting and roadshow activities could be done at any time.
But now, due to space constraints, they cannot be implemented. At the same time, because shelf resources are reduced, store buyers tend to prefer bestsellers and hot-selling items. This is increasingly unfriendly to new products.
**Summary:**
Facing the new and diverse retail formats, how should FMCG manufacturers plan their channels from an omnichannel perspective? In the past, channel layout was single-point and single-line, but now it is multi-point forming a surface, with online and offline integration and full-chain digitalization. What exactly should FMCG manufacturers do?
**Listening to industry interpretations, seeing practical cases, and learning from firsthand experience is the most effective.**
**Countdown: 14 days** , from July 20-22, the China FMCG Channel Innovation Conference will be grandly held in Chengdu. It is the industry's first largest-scale conference during the 2022 epidemic recovery period, discussing the latest industry trends. Over 3 days, 75 distinguished guests will focus on the theme "Seize Opportunities, Stabilize the Market" to present a feast of ideas for the industry!
3 closed-door salon seminars, 2 main forums, 8 themed forums, and 3 special training sessions. Covering channel digitalization, digital business empowerment, new retail and omnichannel operations, short-video live-streaming and private domain, distributor model transformation, distributor business growth, new consumption and offline breakthroughs, digital supply chain, offline basic market reconstruction, deep distribution evolution... Operators in various segments will bring the latest practical cases.
Some of the confirmed heavyweight guests so far include: **Jia Chuan, Managing Director & Global Partner of Boston Consulting Group; Yao Xuhong, General Manager of Meiyijia & General Manager of Caihua (Yueheji); Song Zhanmin, General Manager of the National Marketing Center of China Resources Snow Breweries (China) Co., Ltd.; David Zhang, President of OATLY Asia; Deng Gang, General Manager of Uni-President Central Control's Dairy and Beverage Circulation Group; Yang Wenqi, General Manager of JD Daojia's FMCG division; Qiao Lin, Managing Partner of KMG China; Zhang Le, Chief Information Officer of Dongpeng Beverage...**
During the 2022 epidemic recovery period, this is the industry's first summit conference and the annual gathering for FMCG professionals. We look forward to your arrival!


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