---
title: "Deep Dive | Analysis of Seven Major Warehouse and Logistics Models in FMCG B2B"
description: "Currently, there are various types of FMCG B2B models in China, with different product delivery methods. Apart from transaction methods, the logistics model is also distinctly different, directly linked to the platform's own business model. Generally, FMCG B2B logistics models are divided into two types: one where self-operated platforms purchase goods from brand owners and deliver them to small stores themselves; the other where matching platforms obtain orders and then hand them over to the goods owner for self-delivery or entrust a third party for delivery. Different models also have a certain impact on the specific cooperation between brand owners and B2B platforms."
author: "赵波"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2018-03-02"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/IwSTce9is6Ded8Gal47RDQ"
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---

# Deep Dive | Analysis of Seven Major Warehouse and Logistics Models in FMCG B2B

> Currently, there are various types of FMCG B2B models in China, with different product delivery methods. Apart from transaction methods, the logistics model is also distinctly different, directly linked to the platform's own business model. Generally, FMCG B2B logistics models are divided into two types: one where self-operated platforms purchase goods from brand owners and deliver them to small stores themselves; the other where matching platforms obtain orders and then hand them over to the goods owner for self-delivery or entrust a third party for delivery. Different models also have a certain impact on the specific cooperation between brand owners and B2B platforms.

Currently, there are various types of FMCG B2B models in China, with different product delivery methods. Apart from transaction methods, the logistics model is also distinctly different, directly linked to the platform's own business model. Generally, FMCG B2B logistics models are divided into two types: one where self-operated platforms purchase goods from brand owners and deliver them to small stores themselves; the other where matching platforms obtain orders and then hand them over to the goods owner for self-delivery or entrust a third party for delivery.
Different models also have a certain impact on the specific cooperation between brand owners and B2B platforms. Today, the author will interpret the mainstream logistics delivery models in China's FMCG B2B sector. Currently, self-operated platforms in China are generally divided into the following types:
**Self-operated Nationwide Warehouse and Distribution Model**
**Representative Platform: JD.com**
**Model Introduction:**
JD.com prioritizes signing direct supply contracts with brand owners, but does not rule out cooperation with TP (Trading Partner) companies designated by brand owners. In terms of warehousing, it generally requires unified negotiations with headquarters for entry. After the contract is signed, brand owners deliver goods to JD's designated warehouses according to JD's requirements. Currently, JD New通路 has 29 warehouses nationwide. Due to the relatively small transaction volume of some brand owners' products, they can also hand over to JD for TC (Transfer Center) services. JD suppliers deliver all goods to the nearest TC transfer center, which then sends them to various New通路 warehouses nationwide, and JD then delivers to small stores itself.
**Advantages:** Brand owners communicate directly with headquarters, resulting in higher communication efficiency and easier market management for brand owners.
**Disadvantages:** Low-value, bulky, or heavy goods are not suitable for cross-regional long-distance transfer and turnover. Therefore, some small brands with lower product values need to consider logistics costs when cooperating with JD.
**National Self-operated Warehouse and Distribution Model**
**Representative Platforms: Zhongshang Huimin / Baisi Dianjia / Yijiupi / Dianda / Dianshang Hulian**
**Model Introduction:**
This type of platform is currently the more mainstream self-operated B2B business model in China, adopting a headquarters + branch company structure in corporate governance. Each branch company generally operates independently with its own accounting and bears its own profits and losses, so procurement and sales are usually signed and purchased by each branch company independently. Headquarters generally provides procurement suggestions to branch companies but does not mandate procurement, sales, or distribution. Therefore, after brand owners sign contracts with the headquarters of this type of platform, they still need to communicate with the procurement teams of each branch company one by one to arrange warehousing, thereby gaining support from local branches. Some products and brands can also directly communicate and coordinate with local branches for warehousing without going through headquarters.
In terms of logistics structure, these companies generally do not have central warehouses or dry warehouses. Except for Yijiupi, which has strong transfer and turnover connections between warehouses, other B2B companies rarely have close connections between branch warehouses. Therefore, if brand owners need to cover a certain regional market, they need to focus on communicating with local procurement teams for warehousing and delivery.
In terms of cooperation models, headquarters tends to prioritize direct cooperation with brand owners, while local branches prefer cash bulk purchases from first-level distributors with local agency rights, thereby obtaining price advantages and competitive products.
**Advantages:** High coverage density in local markets, high turnover rate, controllable product flow, lower delivery costs for heavy/bulky goods, faster delivery speed, and richer SKU numbers compared to distributors.
**Disadvantages:** Complex communication, difficult price control, and difficult inventory management across various warehouses.
**Local Retail-oriented Warehouse and Distribution Model**
**Representative Platforms: Meiriyitian / 36524 / Meiyijia**
**Model Introduction:**
This type of platform is generally a self-operated B2B logistics model transformed from local chain retail enterprises. Before engaging in B2B business, they had accumulated years of convenience store operations, making their supply chain and warehousing logistics relatively mature. The typical characteristics of this type of B2B logistics are: limited coverage area, generally setting up warehouses based on the radius of their own stores; having relatively stable suppliers in the supply chain; and in terms of supply relationships, they are generally supplied by local first-level agents who bear a certain payment period.
**Advantages:** Stable supply chain and relatively complete product category structure.
**Disadvantages:** Most have payment periods, causing greater financial pressure on suppliers. There is also a certain conflict with the original business of distributors.
**3PL Shared Warehouse and Distribution Model**
**Representative Platforms: Zhanghe Cloud Warehouse / Wanchaobang / Yantai Yishang / Tai'an Yunbang**
**Model Introduction:**
This type of platform is generally established by local distributor alliances with joint shareholding, or by third-party independent local city logistics companies focused on providing warehousing and logistics for the FMCG industry. The essence of this model is to consolidate the warehousing and logistics of multiple distributors, sharing warehousing and distribution to save costs and improve efficiency. This is a typical 3PL logistics model. The characteristic of this type of logistics company is that they generally do not touch the ownership of goods, do not participate in commodity transactions, and only provide corresponding services.
This model is generally divided into two types: one is the distributor alliance mentioned earlier, which generally only provides localized services; the other is similar to Zhanghe Cloud Warehouse and Wanchaobang, whose business covers a region or even the whole country, serving not only local distributors but also providing integrated warehousing and distribution solutions for cargo owners with regional logistics needs.
**Advantages:** Short delivery radius and extremely fast delivery.
**Disadvantages:** Inability to provide personalized services.
**Matching-type B2B Nationwide Warehouse and Distribution Delivery Logistics Model**
**Representative Platform: Lingshoutong**
**Model Introduction:**
Lingshoutong itself is a platform without its own warehousing and logistics, but through Cainiao Logistics, it still achieves nationwide product delivery. Cainiao Logistics has designed a typical three-level distribution system tailored to the characteristics of FMCG products. This three-level warehouse system includes regional warehouses, city warehouses, and front warehouses.
First, regional warehouses typically cover three to four provinces and store low-frequency purchased differentiated products. Lingshoutong has already deployed five regional warehouses nationwide, completing its national layout.
Second, city warehouses: each city warehouse covers two to three prefecture-level cities, storing moderately distributed fast-moving consumer goods. Currently, Lingshoutong has about 30 city warehouses, and plans to deploy 200 city warehouses nationwide in the future.
Third, front warehouses: each front warehouse covers distributors or local city distribution providers in a district or county. Lingshoutong hopes to use the existing warehousing and logistics systems of distributors or city distribution providers to help complete the last-mile delivery.
It should be noted that the three types of warehouses in Lingshoutong are not in a progressive relationship but are parallel. Different products are placed into different warehouses based on multiple dimensions such as turnover rate, cost, frequency, and delivery timeliness.
For example: every time a small store places an order, a batch of goods will be delivered from the front warehouse, similar to high-frequency products like dairy that require deep distribution. However, there will also be differentiated medium-frequency products delivered from regional warehouses, and low-frequency products from city warehouses.
For regional and city warehouses, partners will in principle be selected from current Cainiao partners, Cainiao CPs, and current logistics suppliers. For front warehouses, Lingshoutong will select partners who are distributors of deep distribution brands.
**Matching-type B2B Local Delivery Logistics Model**
**Representative Platform: Hui Xia Dan**
Hui Xia Dan is a typical pure matching model, not participating in transactions between the two parties. The platform only provides order services for both parties, does not provide warehousing and logistics support, and the logistics is solved by the goods owner themselves.
**Blockchain-type B2B Shared Logistics Model**
**Representative Platform: Xunmao Smart Supply Chain**
Xunmao Smart Supply Chain, under Yunmei Co., Ltd., does not set up its own warehousing and logistics. Instead, it connects all warehouses and vehicles of distributors in a region into a logistics network through its own smart logistics system. All warehousing nodes in this network are like wallets in blockchain, and the goods in the warehouse are the currency in the wallet. Once a transaction occurs, all warehouse logistics will record and confirm the transaction, and adjust inventory in a timely manner based on the transaction. Through this warehousing and distribution network, all goods can be stored and delivered nearby, greatly saving delivery time and logistics costs.
**Advantages:** Extremely low cost and extremely fast delivery.
**Disadvantages:** It is difficult to integrate regional warehousing together.
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