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In the past, when upstream brand owners wanted to communicate promotional activities to retail stores, they had to go through regional distributors and sales staff, who visited stores and communicated face-to-face. During this process, top-down communication often led to information loss, miscommunication, or inaccurate promotion delivery.
FMCG B2B platforms, as information aggregation hubs, break the traditional distribution channel's reliance on one-on-one communication by sales staff, achieving one-to-many, 100% precise reach. In the past, promotional activities communicated by traditional sales staff were relatively simple—such as buy 10 get 1 free, or display 5 pieces for a free piece per month. Through FMCG B2B platforms, however, a variety of promotional activities can be implemented.
New Distribution has compiled the promotional formats currently used by mainstream FMCG B2B platforms for the reference of brand owners, B2B platforms, and distributors.
01 Product Promotions Overview
Product promotions refer to promotional activities launched by FMCG B2B platforms around product sales, such as spend-based discounts, percentage discounts, bundle deals, etc.
1. Regular Product Promotions
■ Spend-Based Discounts Definition: When the order amount reaches a certain threshold, a corresponding amount is deducted. Types: Time-specific spend-based discounts; brand-specific spend-based discounts; category-specific spend-based discounts. Examples: 1) Crazy Weekend: Spend 400 yuan, get 20 yuan off. 2) Huimin Anniversary: Buy 100 yuan of Orion products, get 3 yuan off.
■ Spend-Based Gifts Definition: When the order amount reaches a certain threshold, corresponding products are given as gifts. Types: Brand-specific gift events; gifts from other brands beyond the purchased brand. Examples: 1) ChaCha Gift Event: Spend 80 yuan, get a 160g bag of ChaCha. 2) Buy Xufuji and get Vinda tissues: Spend 128 yuan, get a pack of Vinda tissues.
■ Spend-Based Rewards Definition: When the order amount reaches a certain threshold, customers receive non-monetary or non-product rewards. Types: Spend-based lucky draws; spend-based red packet returns; spend-based coupon returns. Examples: 1) Foodie Festival: Buy Pepsi, win a computer. 2) Buy dairy drinks or beer, get red packets: Spend 1,000 yuan, get a 15 yuan red packet. 3) Order rewards: Buy more, get more.
- Target Participants: Regular platform users
- Activity Period: May 1, 2018 to May 31, 2018
- Tier Settings: Cumulative Monthly Payment (yuan) | Reward Form | Coupon Value (yuan) 5,000 yuan (inclusive) - 10,000 | Voucher | 30 yuan 10,000 yuan (inclusive) and above | Voucher | 70 yuan
- Valid Payment Date: Limited to May 1, 2018 to May 31, 2018
- Vouchers will be issued to customers' card wallets on June 10, 2018, and are valid until June 30, 2018; expired vouchers are void. Tiers are not cumulative.
■ Discounts Definition: Enjoy discounts on corresponding products. Example: Crazy Grain & Oil: Rock-bottom prices.
■ Spend-Based Purchase Opportunities Definition: When the order amount reaches a certain threshold, customers can purchase a specific product at a special price. Example: Spend 600 yuan, get a 80g bag of Zhang Junya Meatballs for 0.01 yuan.
■ Special Offers Definition: Purchase a specific discounted product, often with limited stock and time constraints. Types: Limited-time specials; 1-yuan specials; 0.01-yuan flash sales. Example: Original price 25 yuan/piece, limited-time special price 1 yuan/piece, limit 1 piece per customer.
■ Bundle Deals Definition: Purchase a combination of two or more specified products, saving money on the bundle. Types: Same-brand bundles; cross-brand specified product bundles; same-category bundles. Example: Want Want Snow Crisp + Victoria Jelly Combo, save up to 13.5 yuan.
2. Brand-Specific Events Definition: Promotional activities centered around a specific brand, with its series of products receiving corresponding promotions. Examples: 1) Retail Tong X Johnson & Johnson Maternal and Baby Brand Live Streaming Event ● Activity Content: Parenting experts live-stream parenting tips via the Retail Tong app, with corresponding promotions during the live stream. ● Promotional Formats: Spend-based gifts; lucky draws. 2) Zhangguibao X Mondelez Stride Live Streaming Event ● Activity Content: Stride collaborates with the stars of "Hot Blood Dance Crew" for a debut performance. ● Promotional Formats: Red packets; flash sales; lucky draws.
3. Themed Promotions Definition: Promotional activities centered around a specific time node or hot topic. Examples: 1) Yijiupi X 51 Banquet Drinks Special ● Activity Content: From April 23 to May 15, purchase designated special-offer products with return and exchange support. ● Promotional Formats: Limited-time specials. 2) Retail Tong X Mengniu: Order Mengniu, Win World Cup Tickets ● Activity Content: From April 3 to April 9, customers who order Mengniu products with more than 3 items and rank in the top 30 by cumulative purchase amount will each receive a World Cup ticket. ● Promotional Formats: Spend-based gifts.
02 Login Promotions Overview
Login promotions refer to promotional activities where FMCG B2B platforms issue coupons, red packets, or rewards to logged-in users for completing certain actions, such as daily check-in points or login coupons.
1. Check-in Points Definition: Check in to earn points, which can be exchanged for coupons. Example: [Image]
2. Login Coupons Definition: Log in to receive coupons. Example: [Image]
03 Store Owner Promotions Overview
Store owner promotions refer to promotional activities launched by FMCG B2B platforms for users who complete certain tasks, such as display promotions or themed promotions for store owners.
1. Retail Tong X Queen's Day Flower Giveaway ● Activity Content: From March 1 to March 3, users who place orders via the "Alibaba Retail Tong" app with a single order amount of 888 yuan or more, and are among the first 3,800 users, will receive a Queen's Day flower gift. ● Promotional Formats: Users who receive flowers can upload a photo with the flowers to the Retail Tong official account, share their thoughts or expectations for their store, and participate in the "Most Beautiful Store Owner" interactive selection. The top five store owners with the highest votes will receive a 388 yuan Retail Tong red packet.
2. Retail Tong X Wan Dian Ying Jia (Ten Thousand Stores Winner) ● Activity Content: Users who log in to the Retail Tong app at a specified time and answer 8 questions correctly can share a 100,000 yuan grand prize. ● Promotional Formats: Red packets. ● Activity Extensions: Revival cards and skip cards. Revival card: Allows one wrong answer without elimination. Rules: Only one can be used per activity period; obtain by participating in the quiz for the first time or completing a full quiz. Skip card: Allows skipping a question without answering. Rules: Up to three can be used per activity period; obtain by sharing the Wan Dian Ying Jia event outside the app, sharing the corresponding poster to WeChat or DingTalk, and inviting other store owners to join the event.
3. Retail Tong X Weekly Thursday Member Day ● Promotional Formats: Log in to receive red packets; log in to participate in lucky draws; hundreds of products at 50% off for a limited time.
4. Zhangguibao X Play with Task Rewards ● Activity Content: From May 3 to May 17, order any one of the two popular Lai Yifen combo sets (original price 113 yuan, now 99 yuan) and receive a display rack. Additionally, get a 10 yuan coupon for displaying the products. ● Promotional Formats: Bundle specials; coupons. ● Activity Steps: Purchase products → Display products and upload photos (arrange on the shelf as per the schematic, take photos, and upload) → After backend review, receive the coupon.
With the development of information technology, promotional content and formats will inevitably become increasingly diverse. The above are the commonly used promotional formats on mainstream domestic B2B platforms as compiled by New Distribution, hoping to provide some reference. Due to the limited number of platforms surveyed, if there are any omissions or errors in the compilation, please let us know in the comments.
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