Click 'Read Original' for details 2015-2016 were explosive years for China's FMCG B2B industry. During these two years, industry giants like Alibaba, JD.com, and Eton, as well as unicorns like Meituan and Ele.me, entered the market, while native platforms such as Zhongshang Huimin, Dianshang Hulian, and Zhanghe Tianxia also rose. Today, the author will take you through the registration distribution of FMCG B2B platforms.
Development of FMCG B2B From 2013 to 2014, FMCG B2B platforms gradually emerged in China. The number of FMCG B2B platforms increased from 10 in 2013 to 14 in 2014, with giants like Alibaba beginning to lay out their presence in the domestic FMCG B2B sector.
In 2015, more capital began to enter China's FMCG B2B field. With the involvement of investment institutions such as Fuxing Kunchong, Hongtai Fund, Hushan Nanshan, Zheshang Venture Capital, and Matrix Partners China, the number of FMCG B2B platforms surged from 14 in 2014 to over 90 by the end of 2015, gradually forming a distribution network covering over 470,000 small stores.
Entering 2016, the number of FMCG B2B platforms in China began to grow explosively. In the first half of the year alone, more than 60 new FMCG B2B companies were added, covering areas including imported e-commerce, mother and baby products, stationery, leisure snacks, alcoholic beverages, fresh and frozen food, rural e-commerce, and condiment ingredients.
The surge in the number of FMCG B2B platforms further drove their prosperity in the capital market.
According to statistics from Tobian.com, since 2013, more than 400 B-end e-commerce platforms have received capital investment, with total financing exceeding 10 billion yuan.
Among them, FMCG B2B companies accounted for 14% of all financed companies. In 2016, FMCG B2B platform companies obtained over 5 billion yuan in financing in the capital market.
Distribution of FMCG B2B Platforms
1. Distribution of FMCG B2B Platform Numbers by Province and City According to incomplete statistics from this public platform, there are currently about 171 B2B platforms related to the FMCG industry in China, with more than 2,000 registered subsidiary companies. The specific registration distribution by province and city is shown in the figure below.
From the figure above, it can be seen that the distribution of FMCG B2B platforms is mainly concentrated in North China, Central China, East China, and South China, while the number of B2B platforms in Northwest and Southwest China is relatively small. In the economically underdeveloped Northwest region, Gansu, Qinghai, Tibet, Inner Mongolia, Yunnan, and Guangxi have no local B2B platforms at all.
Currently, the top six provinces in terms of registered platforms are Beijing (38), Guangdong (22), Shanghai (14), Shandong (11), and Hunan and Zhejiang (10 each), totaling 95, accounting for 55.56% of the total statistics. Among these, the platforms covering the most cities are Zhanghe Tianxia, Zhongshang Xinhuimin, Eton, Yijiupi, Best Dianjia, Dianshang Hulian, Huimin Wang, Meitianhui, and Furong Xingsheng.
2. Market Coverage Analysis From the perspective of market coverage, from first-tier cities to fifth-tier counties and townships, there are platforms covering various models and industries. However, in terms of the distribution of B2B platforms in individual cities, Beijing, Shanghai, Guangzhou, Shenzhen, and provincial capitals have more platforms. For example, Xiamen alone has 13 FMCG B2B platforms competing in the same market.
Since the B2B industry has only recently exploded, there are few B2B platforms that can cover the whole country. Most platforms expand within their local regions. In terms of models, self-operated platforms tend to focus on first- and second-tier cities, while matching platforms tend to focus on third- and fourth-tier cities. There are also cases like JD.com, which focuses on the rural market.
National first-tier city coverage: Zhongshang Huimin, Dianshang Hulian, Best Dianjia, Yijiupi, Meicai, Shuhai Supply Chain;
National multi-tier city coverage: Meitianhui, Zhanghe Tianxia, Eton, Zhongyan Xin Shangmeng, JD New Channel, Alibaba Retail Link, Furong Xingsheng, Tongying Tianxia, Caiba, 1919, Yunmayi, Jiuxian Tuan;
Multi-province regional coverage: 51 Order, Jinhuobao, Dianda, Xingaoqiao, Youcai (Ele.me), Pi Duoduo, Hui Xiadan, Dida E-commerce, Beiquan, Wanyuan Yigou, Yunbao Shangmeng, Canguan Wuyou, Benlai Jishi, Meiyijia, Xingaoqiao, Woniu Kuaicai, Yijia Logistics, Weijie City Distribution;
3. Specific Registration Distribution of B2B Platforms by Region
Beijing-Tianjin-Hebei:
FMCG: JD New Channel, Zhanghe Tianxia, Zhongshang Huimin, Dianshang Hulian, Jinhuobao, Woniu Kuaicai, Mulan Cang, Yunshang Gou, Hui Xiadan, Kuaixiao Hulian, Gongxiao E Jia, Wanchaobang, Zhongyan Xin Shangmeng, Yundian Hulian, Daola E-commerce;
Fresh, seasoning, frozen food, ingredients: Shuhai Supply Chain, Rou Shengxian, Cai Jidi, Canguan Wuyou, Cai Gege, Shu Dongpo, Youpei Liangpin, Dongpin Hulian, Xiao Cai Yi Die, Duomeishu, Kuailv, Youcai, Tongying Tianxia;
Alcoholic beverages: Yijiupi, 1919, Hehe Yunshang, Jiuxian Tuan, Wajiu Wang;
Convenience stores: Quanshi Hui, Benlai Jishi;
SaaS software: Yonyou, Zhongke Shangruan, Dian Xiaohuo;
Logistics: Yunniao, Lanxiniu, 58 Supi;
Heilongjiang, Jilin, Liaoning, Inner Mongolia:
FMCG: Tao Daqing, Sanxing Liangou, Wangkai Wanwu, Tianbao Yungou;
Alcoholic beverages: Banjiu Wang;
Stationery: Wangkai Wanwu;
Fresh, seasoning, frozen food, ingredients: Canyin Guanjia;
Jiangsu, Zhejiang, Shanghai:
FMCG: Alibaba Retail Link, Kuaixiao Bang, Xiaobao Zhaoshang, 500min, Kuaixiao Guanjia, Best Dianjia, Yunmayi, Quancheng Wang, 96 Ordering, Xinhuolang (Baiqi Lihe), Wulian Wang, Wanyuan Yigou, Dianda Mall, Mi Yibai, Houliwang; Fresh, seasoning, frozen food, ingredients: Meicai, Cai Guanjia, Liancai, Jiuye Supply Chain, Shixing Shengxian, Song Xiaocai, Chaihuo Bang; Alcoholic beverages: Kuaizhao Jiu;
Stationery: Tiantian Mai;
Mother and baby, leisure snacks: 51 Order;
Imported food: Haipaike, Dahanghai;
Convenience stores: Beileke Chain;
SaaS software: Maidelin, Qianmi Wang, Xiaogongyi;
Logistics: Weijie City Distribution, Yijia Logistics;
Shaanxi, Gansu, Shanxi:
FMCG: Weikerun, Liuhe Supi, Jiupi Wang, Daodao Mall;
Fresh: Tao Xiansheng;
Fujian, Guangdong, Guangxi:
FMCG: Huoquan Quan, Pi Dianhuo, Dinghuo Yi, Zhidian Bao, Jiuye Hui, Tao Shihui, Dian Shengsheng (Pinshang Hui), Eton, Yunbao Shangmeng, Dadatong, Ajiu Zhushou, Youde Huo, 360 Trading Network, Xingliyuan, Zhangshang Kuaixiao;
Fresh, seasoning, frozen food, ingredients: Dongpin Zaixian, Jicai, Shicai Zaixian, Chaozhou Caitao, Xiaonongnv, Chumai Wang;
Alcoholic beverages: Yinji (Pinhui Yihao);
Stationery: Jimai Me;
Convenience stores: Meiyijia, Meitianhui, Zuoen Jingxuan, Zhijie Song;
SaaS software: Yi Dinghuo, Kingdee;
Supply chain finance: Ping An Guanjia;
Logistics: Huiben Supply Chain Platform;
Hunan, Hubei, Jiangxi:
FMCG: Cuncun Tao, Yunhou (Better Life), Zhuoer Gou, Bang Xiaodian, Nianjia, Huosuda, Zhangshang Hongcheng;
Fresh, seasoning, frozen food, ingredients: Liannong, Shicai Wang;
Alcoholic beverages: Dida;
Leisure snacks: Wanshang Yi Zhan;
Convenience stores: Xingaoqiao, Furong Xingsheng, Nongzhai Song;
SaaS software: Chengpu;
Logistics: Heima Logistics (Xingaoqiao), Apple Logistics;
Shandong, Henan, Anhui:
FMCG: Pi Duoduo, Heizhizhu, Laibao Mall, Yunmei Xunmao, Wanshang Gou, Shandong Post Mail Maihui, Fadaojia (RT-Mart), Qiaqia E-commerce;
Fresh, seasoning, frozen food, ingredients: Yun Tiaowei, Haoduo Shicai Wang, Liancai Wang, Gengxian Wang, Caiba, Liecai Wang, Yuji Jipin Wang;
Alcoholic beverages: Jingzhi;
Mother and baby: Tangbei Wang;
Stationery: Mai Wenju;
Convenience stores: Yu Bianli, Ai Bianli, Huikelai, Beiquan;
SaaS software: Inspur Group;
Logistics: Yishang Logistics, Gongwu Logistics;
Sichuan, Chongqing, Guizhou:
FMCG: Rongcheng Yigou, Xiaoma Linjia, Yi Shenghuo, Gongxiaoshe, Yaode 100, Qingli Yintai;
Fresh: Zhao Dongpin Wang;
Alcoholic beverages: Danlu Wang, Yinji, Laojiao Ke;
Leisure snacks: Hui Jinhuo;
SaaS software: Dinghuobao, Laiken Yunshang;
Supply chain finance: Yi Jifu;
Logistics: Last Mile Cold Chain Logistics;
The above is the basic registration situation of domestic B2B platforms. This public account will continue to interpret China's FMCG B2B situation from various perspectives such as platform models, industries, and financing conditions.
Vote: Which B2B platform do you favor most? If there are any omissions in the above statistical list, please leave a message to supplement, or scan the QR code below to communicate with the editor. We will add them in subsequent interpretations.
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