In the era of information explosion, people receive information in increasingly diverse ways. With the development of e-commerce and mobile internet, consumers' shopping methods have undergone earth-shaking changes compared to before, followed by changes in China's FMCG distribution channels.
To better understand the changes in China's FMCG distribution channels, the New Distribution research and consulting team, over several months, in collaboration with nearly a hundred domestic and foreign FMCG brands, dozens of industry-leading B2B platforms, community group buying platforms, and software service providers, conducted a systematic survey and research on over a hundred distributors in 112 cities, 6,030 retail small stores, and 2,000+ community group buying platforms. The survey covered 15 major categories including water and beverages, convenient snacks, leisure snacks, baijiu and beer, personal care and daily chemicals, grain and oil, milk and dairy, condiments, maternal and infant products, and fresh frozen products. Focusing on FMCG B2B, community group buying, and O2O, which are of key concern to FMCG manufacturers, the team compiled a series of reports including the "2019-2020 FMCG B2B Industry Trend Report," "2019-2020 China FMCG Community Group Buying Industry Report," and "2019-2020 China FMCG Distributor Operating Status Report" (hereinafter referred to as the "Reports").
Through the above series of reports, we hope to help FMCG industry practitioners gain insights into the ongoing changes in China's FMCG distribution channels and help FMCG companies win in the channel.
The following is an introduction to the Reports. Click on the report images to view more detailed content:
I. 2019-2020 Brand Manufacturer FMCG B2B Cooperation Survey Report
This report mainly includes three parts:
1. Cooperation between brand manufacturers and B2B platforms; 2. Outlook and trends of cooperation between brand manufacturers and B2B platforms; 3. Cooperation summary and implications.
Through this Report, it is evident that B2B is currently only an effective supplement to brand manufacturers' channel layout. In addition to maintaining the existing distribution structure and price system, brand manufacturers hope to complete the digitalization of the distribution chain through cooperation with B2B platforms, so that all distribution strategies and market behaviors can have reference benchmarks, thereby helping enterprises achieve cost reduction and efficiency improvement in operations.
II. 2019-2020 FMCG Retail Small Store B2B Competitiveness Report
This report mainly includes the following three parts:
1. Cooperation between retail small stores and B2B platforms; 2. Competitiveness ranking of FMCG B2B platforms; 3. Report summary and implications.
Based on the content of this Report, the New Distribution research and consulting team has made the following judgments and recommendations from different dimensions regarding the development of the B2B industry, brand manufacturers, and future development strategies of B2B platforms:
B2B Industry:
FMCG B2B platforms have become the third largest procurement channel for small stores. Small stores are ordering more frequently on B2B platforms, and the average order value has significantly increased.
The weight of B2B ordering for small stores is currently relatively limited, and usage rates in lower-tier markets and suburban counties are still relatively low.
Small stores' demand for after-sales service is becoming increasingly important, and the further down the market, the more small stores focus on quality products and services.
Complex platform operations, concerns about product quality assurance, and inability to return or exchange goods are the main reasons small stores are unwilling to use FMCG B2B platforms.
Small stores in higher-tier and lower-tier cities have different category procurement preferences on B2B platforms.
Some brand manufacturers have begun to promote self-built ordering apps and other software in small stores. Brand manufacturers' self-built B2B will become a major trend in the industry's future development.
Brand Manufacturers:
Cooperate more actively with FMCG B2B platforms, layout more scientifically, and improve the convenience of small store replenishment.
In weak markets where sales representative coverage is insufficient, choose competitive local FMCG B2B platforms to cooperate and improve small store coverage and service.
Collaborate with B2B platforms to formulate simple, easy-to-understand, and easy-to-operate marketing activities to increase small store sales.
Use B2B platform big data analysis to formulate distribution product selection strategies and marketing plans for different markets, improving product distribution efficiency.
Learn from B2B platforms' digital operation tactics, or engage in strategic cooperation with B2B platforms in warehousing and logistics to achieve win-win outcomes.
B2B Platforms:
The pace of integration in the FMCG B2B industry is accelerating. Opportunities in upper-tier markets lie in intensive cultivation, while opportunities in lower-tier markets lie in expanding distribution coverage.
Strengthening after-sales service guarantees for small stores is an important opportunity for B2B to increase small store usage, especially in lower-tier markets.
Continuously simplify ordering operations and promotional mechanisms to reduce usage barriers for small stores.
Enhance data analysis and usage capabilities, with product selection tailored to each store and precise promotional targeting, empowering both brand manufacturers and small stores.
Engage in differentiated complementary strategic cooperation with brand manufacturers to achieve win-win outcomes.
III. 2019-2020 China FMCG B2B Platform Research Report
This Report mainly involves in-depth research and comparative analysis of the TOP 30 platforms nationwide. In addition to classifying mainstream platforms and dividing them by region, it also includes the following core information:
Basic Information: Platform name, platform model, registration time, location, number of ground staff;
Key Core Data: GMV changes and reasons over the past two years, GMV category distribution;
Regional Coverage: Covered provinces, key provinces, covered cities, city level focus;
Store Key Information: Covered store types, registered store count, monthly average active store count, free shipping threshold, delivery time, monthly average order frequency, average cart value per store;
Logistics and Warehousing: Warehousing and distribution model, number of warehouses, warehouse area;
System Tools: Store ordering tools, POS systems, business development tools for sales personnel, supply chain systems, big data marketing systems;
Platform Core Competitiveness Analysis and 2020 Strategy Changes.
IV. 2019-2020 China FMCG Distributor Operating Status Survey Report
The main body of this report is divided into three parts:
1. Analysis of distributor operating status; 2. Distributors' expectations for the future; 3. Challenges and opportunities for distributors.
By comparing distributors' business situations in 2019 and 2018, we can understand changes in distributor scale, revenue and profit, costs, efficiency, and software usage in current operations and management. This provides an overview of distributors' business status in 2019, while also revealing the confusion distributors currently face and the help and support they expect to receive.
V. 2019-2020 FMCG B2B Industry Trend Report
This Report comprehensively interprets the current status and future development possibilities of the B2B industry from six major parts: FMCG B2B development overview, FMCG B2B platform research, brand manufacturer cooperation with B2B, distributor cooperation with B2B, retail small store cooperation with B2B, research summary, and future B2B market outlook. This helps FMCG manufacturers gain insights into channel development trends and provides strong decision support for key channel-winning decisions.
VI. 2019-2020 China FMCG Community Group Buying Industry Report
This Report mainly includes four major parts: community group buying overview, transaction models and processes of community group buying, research on community group buying platforms, and the current status and future of the community group buying industry. It comprehensively analyzes the development logic of the community group buying industry from multiple dimensions, including the background, definition, characteristics of the community group buying model, comparisons with other retail and e-commerce models, community group buying leader profiles, consumer profiles, shopping process satisfaction, the landscape and distribution of community group buying platforms, introductions to the top 10 community group buying platforms, and implications for cooperation between brand manufacturers, distributors, and community group buying platforms.
The above is an introduction to the recent series of reports from the New Distribution research and consulting team. Click on the corresponding report images to view more content of the relevant reports. Additionally, the New Distribution research and consulting team will soon release the "2019-2020 China FMCG O2O Industry Report." Please stay tuned.
To purchase the full version of the above reports
Please contact: Yang Hongyu (Oscar Yang) +86185-2033-2627 oscar.yang@fmcgdealers.com
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