---
title: "Dewu Fee Rates Cut by Up to 16%! FMCG and Personal Care Merchants Like Coca-Cola and Blue Moon Are Flocking In"
description: "Over the past six months, New Distribution has published many articles guiding distributors on transformation, such as building regional supply chains or offering category operations services for supermarkets. Some distributors ask if e-commerce is viable now. Based on past research, distributors' e-commerce efforts have been less than ideal. However, New Distribution has recently learned that Dewu, an e-commerce platform popular with young users, is attracting distributors with impressive growth numbers."
author: "桑榆仁"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2025-03-31"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/ZjFhy3Rfrbkb2NqyOs5TJQ"
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# Dewu Fee Rates Cut by Up to 16%! FMCG and Personal Care Merchants Like Coca-Cola and Blue Moon Are Flocking In

> Over the past six months, New Distribution has published many articles guiding distributors on transformation, such as building regional supply chains or offering category operations services for supermarkets. Some distributors ask if e-commerce is viable now. Based on past research, distributors' e-commerce efforts have been less than ideal. However, New Distribution has recently learned that Dewu, an e-commerce platform popular with young users, is attracting distributors with impressive growth numbers.

Over the past six months, New Distribution has published many articles guiding distributors on transformation, such as building regional supply chains or offering category operations services for supermarkets.
Some distributors ask if e-commerce is viable now.
Based on past research, distributors' e-commerce efforts have been less than ideal. On one hand, e-commerce has long passed its dividend period, and its involution is even more intense than offline. On the other hand, online and offline are completely different businesses, and distributors lack the talent and capabilities to match.
However, New Distribution has recently learned that Dewu, an e-commerce platform popular with young users, is attracting distributors with staggering growth numbers:
A chocolate merchant achieved over 10 million yuan in monthly GMV within 3 months of joining; a dairy beverage merchant reached industry TOP1 within 5 months; a carbonated beverage merchant saw daily sales exceed 10,000 orders...
Recently, Dewu announced that starting in 2025, it will fully implement a merchant fee reduction policy: fees for over 30 core categories, including footwear, apparel, luggage, beauty and personal care, sports and outdoor, mother and baby, pet, 3C digital, food and beverage, and trendy toys and home, will significantly decrease, with the highest reduction reaching 16%.
Upon receiving this news, New Distribution provides you with an immediate interpretation: In the red ocean of e-commerce, what makes Dewu stand out? Which types of distributors must seize this rare "cross-border" incremental opportunity?
Efficient Matching of Products and Demand
90% Free Traffic Allows Merchants to Quickly Ramp Up Sales and Go Viral
Traditional distributors operate offline, and "crossing over" to e-commerce is simply to find incremental opportunities. But the real situation on major platforms is that merchants have no sales without paid traffic, and no profit with paid traffic.
As a new force in e-commerce, Dewu is attracting more and more merchants.
One distributor reported that he sells a milk powder called Maxigenes on Dewu with only 3 SKUs, but through bundling, he formed 50-60 SKUs. Within just two to three months, monthly sales stabilized at around 200,000 yuan, with annual sales exceeding 2 million yuan.
In fact, cases like this of quickly ramping up and going viral are common on Dewu. For example, Coca-Cola entered Dewu and within 3 months jumped to TOP1 in the beverage category, with cumulative sales exceeding 10 million yuan; Yili U Best Sour Milk collaborated with Line Friends to create a gift box that sold out within 3 days of launch, with orders exceeding 10,000 units.
In today's extremely involutionary market, why is Dewu's data so impressive?
After communicating with this distributor, we found that over 90% of Dewu's traffic comes from natural distribution, and high-quality products and content can gain platform traffic preference.
Behind this surprising number, we found that **Dewu is different from previous e-commerce businesses; it truly operates products and customers, not just a pure shelf.**
The shelf logic of previous e-commerce was that whoever could afford the fees got exposure and clicks; in essence, it sold traffic as a resource to merchants. **On Dewu, high-quality traffic is shared with hot-selling products and products that meet user needs. As long as merchants have good products and reasonable prices, they can enjoy 90% free, high-quality natural traffic.**
More importantly, **under this operating logic, Dewu has formed a positive feedback growth flywheel between demand and supply.**
According to statistics, Dewu now has over 500 million users, 90% of whom are post-90s, with a penetration rate of 70% among post-95s, and a male-to-female ratio of nearly 1:1, covering the most consumption-capable group in 1-5 tier cities.
This consumer group pursues personalized, aesthetically pleasing, and emotionally valuable products, has higher quality requirements, and is less price-sensitive, representing the top of the pyramid.
At the same time, Dewu strongly encourages merchants to deeply cultivate high-potential niche tracks, operating innovative categories such as gifts, health, and scarcity. For example, gift foods (such as imported snacks, IP co-branded products, and internet-famous foods), light meals and meal replacements (such as black coffee, low-fat snacks, meat snacks, and pastries), and seasonal specialty products (such as green rice balls, zongzi, spring tea, and holiday gift boxes for beverages).
By gathering the most consumption-capable user group and supplying differentiated innovative categories, merchants can quickly ramp up and go viral without competing on price or buying traffic, thus forming a differentiated competitive advantage for Dewu.
# Fee Rates Reduced by Up to 16%, Merchants Save Up to 78% in Costs
# Doing Everything Possible to Help Merchants Make Money
Of course, for merchants, ramping up and going viral is not the ultimate goal; the ultimate goal is to make money.
Based on our exchanges with distributor groups, many have experience in e-commerce but eventually gave up, mainly because of "sales without profit."
The reason is still high costs, **including traffic purchase fees, team operating costs, platform commissions, etc.** "We sold a lot, but most of the time we were just making a loss for the sake of publicity!" a distributor said bluntly.
What is different about the Dewu platform in this regard? Besides the low traffic costs mentioned earlier, based on our understanding, Dewu has made many efforts to help merchants reduce costs.
**For example, in operations, Dewu provides a "semi-managed mode" service.**
On other platforms, merchants need to build a professional operations team of at least 6-8 people. On Dewu, even those with zero e-commerce experience can do it, and a team of 2-3 people can start.
According to feedback from a distributor on Dewu, they only have two people responsible for Dewu platform operations, with over 500 SKUs listed in their store, and within half a year they achieved a monthly profit of one million yuan.
In terms of helping merchants make money, Dewu can be said to spare no effort.
Dewu recently announced that starting in 2025, it will fully implement a merchant fee reduction policy: **fees for over 30 core categories, including footwear, apparel, luggage, beauty and personal care, sports and outdoor, mother and baby, pet, 3C digital, food and beverage, and trendy toys and home, will significantly decrease, with the highest reduction reaching 16%**.
Among them, food categories such as dairy products (ambient/chilled), beverages, and Western pastries have larger reductions. After the fee policy was announced, a merchant calculated that their costs were reduced by up to 78%.
**In addition to reducing fees, Dewu also pioneered a "one-price cap"**, meaning that regardless of how high the product price is, the service fee per order does not exceed the category cap, for example, a 5,000 yuan luxury cream charges a maximum of 199 yuan.
**In addition to fee reductions, the platform also launched a "marketing rebate" policy.** Merchants can use "commercial promotion tools" to invest marketing expenses and receive cash rebates in proportion, with a return on investment, such as investing 3% and getting 3% back, allowing merchants to obtain more promotional traffic for free, reducing traffic costs by 3-4%.
**Wanting both sales and profit is the most basic business principle for merchants.** But if merchants don't make money, they end up working for the platform, which is the current situation on many platforms.
These policies launched by Dewu provide tangible support to merchants—some merchants saw weekly sales directly exceed 10,000 orders, with orders soaring by 300%. At the same time, merchant confidence has been greatly boosted. One merchant said: "After the fee reduction, we really get more profit, and we dare to invest more budget into new product development and marketing activities."
# GMV Continues Triple-Digit Year-on-Year Growth for Several Months
# Demand for Food, Beverage, Personal Care, and Household Cleaning Surges
In a stage where the entire market is entering a stock phase and traditional e-commerce is a red ocean, **the rise of Dewu absolutely brings a very rare structural dividend opportunity.**
The essence of a dividend is a temporary supply-demand imbalance—demand surges, but supply has a huge gap. The question is, how long can this dividend last? Is it still too late to join now?
We exchanged views with a food distributor who keenly observed the opportunity on Dewu in 2022 and secured the agency rights for a brand on Dewu.
"Dewu food is an emerging category. Although competition is relatively fierce, there are still few major players. Brands like ours, new and startups, have a lot of room for growth, and this situation is unlikely to change in the next two to three years," he said.
His view is supported by data.
In 2024, 50.2% of food users on the Dewu platform purchased "light meal and meal replacement" products, with the number of products in this category growing 157% year-on-year and GMV growing 287% year-on-year.
In 2024, sales of "1+1" gift boxes during promotions on Dewu were 16 times that of normal periods, IP gift boxes surged 3.6 times, two-pack gift boxes surged 3.5 times, and original factory gift boxes surged nearly 2 times.
Driven by these growth figures, in 2025 Dewu is increasing recruitment for high-potential niche tracks and high-value-added innovative categories, including light meals and meal replacements, IP co-branded products, internet-famous snacks and beverages, novel products, as well as seasonal foods, emotional and gift products.
**Distributors in the food and beverage category must pay close attention to this.**
In addition, New Distribution has noticed that **the household cleaning and personal care category on the Dewu platform is also growing exceptionally fast!**
For example, Blue Moon's sales on Dewu in March last year grew 1000% compared to February, and with an operations team of only one person, they achieved a monthly GMV of over one million yuan, with GMV maintaining triple-digit year-on-year growth for several consecutive months.
Currently, personal care consumption demand is becoming more diversified, and demand for such products on the Dewu platform is also surging, with category growth exceeding 65% and order growth reaching 133%.
Moreover, with summer approaching, young people's demand for summer categories is growing rapidly. For example, sunscreen seasonal categories are currently growing over 100%; the medical and health category (such as contact lenses and colored contacts) is growing over 180%. Also, head care, oral care, and body care products like shampoo, toothpaste, and hair dye.
**These categories have large supply gaps and low competition, so joining Dewu can quickly cold-start. Distributors with such product portfolios can take action.**
**Final Thoughts**
**New Distribution believes that the rise of Dewu is disruptive. Previous e-commerce businesses made money by selling traffic to merchants, but Dewu gathers the needs of young customers and promotes efficient matching of high-quality supply and demand, truly operating "products and customers."**
When the overall market enters a stock game, Dewu brings an extremely scarce structural dividend opportunity to the industry. Moreover, Dewu has launched various policies, such as zero deposit entry, billions in traffic subsidies, and targeted traffic support for new products, greatly lowering the barriers to entry and operation, making it easier for merchants to sell in bulk and make money.
It is foreseeable that in 2025, the Dewu platform will usher in an even bigger explosion period. Distributor friends with corresponding high-quality product portfolios and actively seeking growth opportunities and profit guarantees can quickly scan the QR code below to obtain the preferential policies of the Dewu platform.


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