---
title: "Earning Tens of Millions in 3 Months, Selling 100,000 Units in 10 Days: The Next Opportunity for FMCG Distributors Is on Dewu"
description: "After the New Year, we visited over a dozen distributors and felt their strong sense of crisis: not only is there no growth, but many are seeing declining sales and profits. Some are trying new channels like e-commerce, but traditional e-commerce platforms are saturated, leading to high costs and low returns. However, emerging platforms like Dewu, popular among young consumers, are offering new opportunities for growth."
author: "Asher"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2025-02-26"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/RNYtGOR2dzVb_RihbIzmAw"
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# Earning Tens of Millions in 3 Months, Selling 100,000 Units in 10 Days: The Next Opportunity for FMCG Distributors Is on Dewu

> After the New Year, we visited over a dozen distributors and felt their strong sense of crisis: not only is there no growth, but many are seeing declining sales and profits. Some are trying new channels like e-commerce, but traditional e-commerce platforms are saturated, leading to high costs and low returns. However, emerging platforms like Dewu, popular among young consumers, are offering new opportunities for growth.

After the New Year, we visited over a dozen distributors and felt their strong sense of crisis: not only is there no growth, but many are seeing declining sales and profits.
The market environment is tough, and business is hard. Some distributors are trying new channels, venturing into online e-commerce. However, feedback on traditional e-commerce is generally poor; most treat it as a way to clear inventory, and it's mostly unprofitable.
The reason is simple: in the fierce competition of a stagnant market, **traditional e-commerce platforms are reaching their peak, merchant competition is intensifying, traffic costs are high, return rates are rising, and traditional distributors lack online operational experience, making it hard to find growth.**
However, we've also seen some distributors turning to emerging channels like **Dewu**, a shopping community platform popular among young people, and achieving impressive results.
According to **New Distribution**, the number of active food merchants on Dewu grew 450% year-on-year, and the number of merchants with GMV over one million yuan grew 400%. Many food merchants have already achieved rapid growth on Dewu. Through innovative formats like holiday gift boxes and IP co-branded products, they've captured the minds of young consumers and achieved both high profits and high sales. **For example, Mars' Dove exclusive gift box sold 68,000 units, a merchant reached over 10 million yuan in monthly GMV within 3 months of joining, Coca-Cola's GMV doubled after joining with daily orders exceeding 10,000, and a Meiji chocolate sold 100,000 units within 10 days of launch.**
In an environment where traditional e-commerce traffic has peaked, why does the food and beverage category still have dividends on Dewu? Why can distributors without online experience succeed?
# **Supply Shortage**
# **Structural Dividends in Dewu's Food & Beverage Sector**
Overall, the FMCG industry has entered a highly saturated, stagnant competition phase, making it hard to find growth.
On one hand, offline market share is shrinking, but channels are not decreasing; instead, formats are multiplying, such as snack stores and discount stores expanding. Distributors can't even hold their existing markets, let alone find growth.
On the other hand, while offline e-commerce still has some growth, traffic is nearing saturation with limited new users, especially in first- and second-tier cities where penetration is already high.
In this context, why can distributors find growth on Dewu?
**First, compared to Dewu's 300 million users, the food and beverage category covers only about 10 million, leaving a category gap dividend.**
Traditional e-commerce platforms have entered deep-water competition, with top brands occupying most traffic entrances and suppressing small and medium merchants through high ad spending and price wars, leading to high traffic costs and price competition.
For distributors, unfamiliar with online e-commerce, they face high traffic costs, complex operations, and compressed margins due to price competition. **In short, they can't compete on volume and have no profit.**
So the food and beverage category on Dewu is a typical growth track, where distributors can grow relatively easily at this stage.
**Second, Dewu's consumer base is younger, with high potential and spending power.**
A major beverage distributor from Yunnan shared: "Distributors must do well with young people's business, because both now and in the future, they are the main consumers."
Dewu's core user base is primarily young consumers, especially those aged 18-35, who have strong willingness and ability to spend. A distributor of outdoor sports brands on Dewu noted: **"This platform's users are young, with high demands for trendiness and quality, and are not price-sensitive; they are the top of the pyramid."**
Notably, Dewu's male-to-female user ratio is nearly balanced, unlike traditional e-commerce and offline channels where women dominate. This leaves more room to tap into male users in the food and beverage category.
Dewu's male users aged 25-30 account for 52%, and their consumption logic differs from traditional e-commerce: 48% of snack purchases are for social gifting, and they are willing to pay a premium for "trendy luxury packaging."
**Third, differentiated competition brings sales without sacrificing profits.**
For distributors, the two most important factors are **sales and profit.**
Dewu's food and beverage category is inherently a growth market, so sales growth is natural. In terms of profit, Dewu's core consumers are young people who seek personalized, aesthetically pleasing, and story-driven products. **Their purchasing behavior is driven more by interest than by price.**
This consumption characteristic provides distributors with significant profit margins. By selling products with "youthful," "gift-giving," or "scarcity" attributes on Dewu, distributors can achieve premium pricing without falling into price wars common on traditional e-commerce platforms.
For example, an ordinary food product with attractive packaging and co-branded design can sell at a higher price on Dewu because users value the added value and "social currency" of the product, not just the product itself. **For instance, Yili's "Butter Bear" co-branded product launched on Dewu and went viral, with Dewu orders accounting for over 60% of all online channels; Yili's yogurt co-branded with Line Friends sold out within 3 days of launch.**
# **2 People Running Operations, 90% Free Traffic**
# **Dewu Merchants Maximize Output with Minimal Resources**
We spoke with Tracy, head of Erhu Commerce, a distributor on Dewu. He shared data: they sell a milk powder called Maxigenes on Dewu, with only 3 SKUs, but through combination, they've created 50-60 SKUs. Within just 2-3 months, monthly sales stabilized at around 200,000 yuan, reaching over 2 million yuan annually.
Through in-depth discussion with Tracy, New Distribution found that the biggest difference between Dewu and traditional e-commerce is **low-cost operations significantly reduce trial-and-error costs for merchants.**
**First, low team operating costs.** Traditional e-commerce platforms have high requirements for merchants, including high ad spending, complex team setups, and long capital turnover cycles, especially burdensome for small and medium distributors.
Dewu's operating model is completely different: **the operations team can be streamlined to 2-3 people, and simply listing products and shipping can generate sales. Customer service is handled by the platform, and there's no need to decorate stores or maintain product links, greatly reducing labor costs.**
This low-barrier, asset-light approach not only helps small and medium merchants enter the market faster but also provides opportunities for top brand agents to test new tracks.
**Second, low traffic acquisition costs.** Unlike traditional e-commerce platforms that rely on promotions and paid traffic, **over 90% of Dewu's traffic comes from natural distribution; high-quality products and content receive platform traffic support.**
Dewu users have a short purchase path and high decision efficiency, taking only 10-20 minutes from seeing a product to completing an order, greatly reducing operational costs.
Moreover, Dewu allows merchants to flexibly bundle products based on holidays, scenarios, or user needs, ensuring both sales and profits.
**Finally, high marketing conversion efficiency.** Traditional e-commerce is search-centric, with users entering with clear intent and completing transactions through keyword filtering and price comparison. In this model, traffic depends on user initiative, and merchants must bid for keywords.
Dewu's content ecosystem breaks this path dependency. Its community allows merchants to use cost-effective KOC content to plant seeds and directly link to conversions, greatly shortening the decision path from discovery to purchase.
The head of Erhu Commerce told New Distribution, "Compared to content platforms like Douyin and Xiaohongshu, Dewu's content ROI is superior. **For example, ROI for food category content is as high as 3-4 times, while other platforms are basically 1:1.**"
This efficient closed-loop marketing model not only reduces customer acquisition costs and improves conversion rates but also builds strong user mindshare through community content, enhancing long-term brand value.
# **Three Subcategories Take Off**
# **A Guide to Tapping Dewu's Dividend Tracks in 2025**
In the FMCG industry, category selection, refined operations, and user insight are key to long-term growth. **New Distribution learned that Dewu's 2025 food and beverage recruitment focus is on high-potential subcategories and high-value innovative categories, providing clear direction for merchants.**
**1. Gift-type foods (e.g., imported snacks, IP co-branded products, viral foods)**
User purchasing behavior in FMCG is shifting from "functional consumption" to "scenario-based consumption," and Dewu users' gifting needs are significantly higher than on traditional e-commerce platforms.
In 2024, over 26% of Dewu food orders were "purchases for others," and over 30% were "formal gifts." Young users prefer beautifully packaged, design-forward products, especially during holidays (e.g., Spring Festival, Qixi Festival). Gift-type foods like imported snacks, co-branded items, and high-appeal gift boxes become sales highlights.
**2. Light meals and meal replacements (e.g., black coffee, low-fat snacks, meat snacks, pastries)**
In 2024, **50.2% of Dewu food users purchased "light meal/meal replacement" products, with category SKU count growing 157% year-on-year and GMV growing 287%.** Dewu users show a strong preference for light meals and meal replacements, especially among male users and those focused on fitness and healthy lifestyles. For example, the health brand Kangbit's nitrogen pump product saw GMV grow 496% month-on-month in April last year, with daily sales exceeding 1,000 units.
Young consumers' attention to body management and healthy eating continues to rise. Light meals and meal replacements include black coffee, low-fat snacks, healthy meal replacement bars, nuts, and meat snacks. These products align with the "self-pleasing consumption" trend and can trigger high conversion through scenario-based content.
For instance, some merchants target fitness enthusiasts with "low-fat beef jerky + black coffee combo packs," posting fitness meal plan videos on Dewu's community, successfully planting seeds and encouraging sharing and repurchase.
**3. Seasonal specialty products (e.g., Qingtuan, zongzi, spring tea, beverages, and holiday gift boxes)**
Consumers' emphasis on holiday rituals makes seasonal and time-sensitive foods a highlight in Dewu's food category. **In 2024, Dewu's "1+1" gift box promotion saw sales 16 times higher than normal periods, IP gift box promotions surged 3.6 times, secondary packaging gift box promotions surged 3.5 times, and original factory gift box promotions surged nearly 2 times.**
Product strategies tied to holiday atmospheres not only achieve sales spikes through short-term campaigns but also leverage consumer sharing for brand communication, laying the foundation for future growth.
#### **Final Thoughts**
In New Distribution's view, Dewu's true disruptiveness lies in rewriting the "value formula" of the food industry.
While the industry still struggles with the old formula "GMV = Traffic × Conversion Rate × Average Order Value," **Dewu has proven that the future belongs to a new species: "GMV = Social Viral Coefficient × Trust Premium Rate × Scenario Recreation Capability."**
The ultimate battleground in the food industry is shifting from shelves to content communities, from functional satisfaction to emotional supply—and the ticket to this transformation is now in the hands of merchants daring to reshape their thinking.


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