---
title: "bC Integration: Is It Primarily 2C or 2b?"
description: "In traditional marketing, 2C and 2b are separate, but bC integration merges them. The key insight is that from 0 to 1, focus on 2C; from 1 to 100, focus on 2b. This approach is most effective for launching new or premium products, leveraging relationships to drive cognition, transactions, and stronger relationships."
author: "刘春雄"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2023-06-17"
language: "en"
canonical: "https://xinjignxiao.com/en/articles/bc-integration-is-it-primarily-2c-or-2b-722f1961/"
markdown: "https://xinjignxiao.com/en/articles/bc-integration-is-it-primarily-2c-or-2b-722f1961.md"
original_source: "https://mp.weixin.qq.com/s/OxUWeF55Rb9wnCuGUF6p6g"
translation: "https://xinjignxiao.com/zh/articles/bc%E4%B8%80%E4%BD%93%E5%8C%96%E5%88%B0%E5%BA%95%E6%98%AF%E4%BB%A52c%E4%B8%BA%E4%B8%BB%E8%BF%98%E6%98%AF2b%E4%B8%BA%E4%B8%BB-722f1961.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/bc-integration-is-it-primarily-2c-or-2b-722f1961/"
usage_policy: "https://xinjignxiao.com/ai-policy.txt"
---

# bC Integration: Is It Primarily 2C or 2b?

> In traditional marketing, 2C and 2b are separate, but bC integration merges them. The key insight is that from 0 to 1, focus on 2C; from 1 to 100, focus on 2b. This approach is most effective for launching new or premium products, leveraging relationships to drive cognition, transactions, and stronger relationships.

In the traditional marketing system, 2C and 2b are separate, and each department's marketing actions have a single goal. 2C is about cognition, such as advertising and content dissemination, belonging to the brand system. 2b is about channel actions, such as deep distribution. These two action systems belong to different departments. The 2C system is usually led by the marketing (brand) department, while the 2b system is led by the sales department. The 2b and 2C systems operate separately, but only when they achieve cross-coverage can maximum efficiency be realized. For example, if brand power (2C) is insufficient, channel power (2b) is greatly affected.

The bC integrated promotion system disrupts the division of labor between 2b and 2C. bC integration itself means that 2b and 2C are not separated. It is precisely because 2b and 2C are not separated that bC integration is so effective. It is also because 2b and 2C are not separated that grasping the essence of bC integration is so difficult. Explaining bC integration is challenging, especially in text. I have been troubled by this. In early June, when I attended a distributor meeting at Six Walnut and gave bC integration training, I happened to discuss this topic with General Manager Fan Zhaolin. His one sentence enlightened me. **He said, from 0 to 1, focus on 2C; from 1 to 100, focus on 2b.** This sentence is subtle and profound. Truly, for those with hands-on experience, no lengthy explanation is needed. I have always emphasized that for mass products to increase volume, deep distribution is the most efficient. For launching new products or premium products, bC integration works best. Pay special attention: **the value of bC integration is mainly for launching new products and premium products, and work should be carried out with this goal. Do not use bC integration for volume growth of old products.** When launching new products, the channel lacks confidence. The characteristic of lacking confidence is worrying that consumers will not "buy in." Therefore, when launching new products, 2b work is difficult. How to solve the channel's (2b) confidence? **It is through 2C work, using KOC scenario-based experiences to give consumers confidence.** Scenario-based experience is 2C work. However, there are so many C-end users that targeting each one with scenario experiences would be too much work and unrealistic. **Therefore, it is necessary to transfer the confidence of some C-end users in the new product to the b-end. This process is bC integration.** The process of transferring confidence to the b-end, I call **b-end activation**. Once the b-end is activated, the "distribution" work of deep distribution can be achieved. **Thus, from b to C is the 0-to-1 work, belonging to 2C cognition; then from C to b is the 1-to-100 work, belonging to 2b activation.** bC integration is neither 2b work nor 2C work, but rather the work of mutual transformation between b and C.

**First stage: do the b work well.** Without b, there is no foundation. This is also why I oppose private domain and new retail. **Second stage: from b to reach C.** Because the manufacturer has a strong relationship with b, and b has a strong relationship with C, marketing actions can target the C-end. **Third stage: from C to b.** Because the 2C cognition of the new product is completed, the b-end gains confidence and is activated. **Fourth stage: from b to more b.** This is the deep distribution work for increasing distribution rate, and it is also the volume-increasing action. In the above four stages, 2b and 2C actions transform into each other, acting as mutual leverage. Therefore, bC integration is particularly emphasized. **Without b, you cannot find C; without C, you cannot activate b. Without more b, volume growth is difficult.** Understanding this process requires understanding the concept of holistic marketing. In traditional marketing, the separation of brand (2C) and channel (2b) leads to some emphasizing the importance of 2C (brand) and others emphasizing 2b (channel). bC integration puts the two action systems together, achieving the trinity of cognition, transaction, and relationship, which is naturally very efficient. Cognition, transaction, and relationship form a trinity. We have talked about this concept a lot, but many people are indifferent. bC integration is a good application. First, start with channel relationships. The manufacturer (F, B) first establishes a relationship with b, and b has a natural relationship with C. Therefore, relationship is the premise of bC integration. It is precisely based on the above relationships that the cognitive action of scenario-based experience is effective. Note that scenario experience is a cognitive action. Because of the support of relationships, once cognition is formed, it is easy to convert, that is, from cognition to transaction. Once a transaction occurs, it is easy to establish an online relationship, and the relationship is more easily strengthened. The above process is: **relationship → cognition → transaction → relationship, and so on.** This is what Teacher Shi Wei proposed as "cognition, transaction, relationship, trinity." **In traditional marketing, cognition and transaction form a closed loop over a very large range, and transactions can be converted. In bC integration, cognition and transaction only need to form a closed loop between b and C to be converted.** This is why bC integration works best in the process of launching new and premium products. Now, deep distribution seems simple and well-known to the public. But 20 years ago, promoting the concept of deep distribution took a long time.

This is the normal state when promoting any new concept. People are accustomed to accepting what they are familiar with and rejecting what is unfamiliar.

The success of deep distribution was greatly aided by benchmark cases. In recent years, I have been promoting the concept of bC integration, but with little effect. However, starting in 2023, leading FMCG companies have been practicing bC integration, and I believe it won't be long before many successful cases emerge. **In enterprise promotion and application, the seed team is very important. Once the seed team is familiar with bC integration actions, through the fission of the seed team, the actions are passed down, achieving promotion.** **The fission of the seed team turns the learning process into action imitation, with veterans leading newcomers. This is a very effective method for grassroots promotion of new actions.**

**Extended Reading**


---

## Copyright and AI use

This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL.

Contact: zhaobo258@gmail.com · +86 158 5481 7671