---
title: "Feng Jie, Founder & CEO of Yidinghuo: The Path of Omnichannel Transformation for Brand Owners in the New Retail Era"
description: "On July 15, Feng Jie, founder & CEO of Yidinghuo, the leading mobile ordering platform in China, was invited to speak at the 2nd China 'Internet + FMCG' Summit Forum. As the only SaaS mobile ordering enterprise representative, he elaborated on the omnichannel transformation for brand owners in the new retail era, emphasizing that the essence of changes in marketing, retail, consumer interaction, and supply chain collaboration lies in new channel models."
author: "New Distribution"
publisher: "New Distribution"
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published: "2017-07-19"
language: "en"
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# Feng Jie, Founder & CEO of Yidinghuo: The Path of Omnichannel Transformation for Brand Owners in the New Retail Era

> On July 15, Feng Jie, founder & CEO of Yidinghuo, the leading mobile ordering platform in China, was invited to speak at the 2nd China 'Internet + FMCG' Summit Forum. As the only SaaS mobile ordering enterprise representative, he elaborated on the omnichannel transformation for brand owners in the new retail era, emphasizing that the essence of changes in marketing, retail, consumer interaction, and supply chain collaboration lies in new channel models.

On July 15, Feng Jie, founder & CEO of Yidinghuo, the leader in new business software and the top mobile ordering brand in China, was invited to participate in the 2nd China 'Internet + FMCG' Summit Forum. As the only SaaS mobile ordering enterprise representative at the event, he elaborated on the path of omnichannel transformation for brand owners in the new retail era.
Feng Jie mentioned that whether it is the reconstruction of enterprise marketing, retail, and consumer interaction, the reconstruction of online and offline channel interests, the interaction between enterprises and consumers, or the collaboration between upstream and downstream supply chains, the essence is that new channel models are changing their entire business.
Feng Jie, Founder & CEO of Yidinghuo, delivering a speech at the event.
Looking at the historical evolution of the retail FMCG industry, the first three retail revolutions—from department stores in the 1870s, supermarkets in the 1930s, convenience stores, specialty stores, and shopping malls in the 1950s, to e-commerce in the 1990s and mobile shopping in the 2010s—each transformation was driven by two forces: consumption upgrading and technological innovation. These two forces combine and advance together, with new technologies continuously driving new models of retail transformation.
Urbanization promoted the concentration of consumers and purchasing power, leading to the prosperity of department stores; under the background of increased work pressure and faster pace of life, consumers demanded lower prices and convenience, giving rise to chain stores; with the awakening of consumers' self-service awareness, the open-shelf sales model of supermarkets became popular.
Similarly, technological updates are closely related to changes in retail formats. Department stores were backed by the mature application of mass production and the separation of production and sales; chain stores relied on unified management and standardized retail organization; supermarkets depended on modern information systems (such as cash registers, ordering, and accounting systems).
**Now, we have entered the fourth retail revolution. E-commerce and physical retail are at a new turning point, and new retail is fully erupting. Under the influence of consumption upgrading, customer demand, consumption scenarios, and product output have become extremely fragmented, posing huge challenges to brand owners.**
Consumption upgrading, combined with new technology empowerment, has driven the rise of a new business wave. Consumers no longer blindly follow brand owners or mainstream big brands; instead, they chase trends, prefer niche brands that express individuality, and focus on product concepts such as 'taste, self, and health.' Facing these changes in the market and consumers, brand owners must break and rebuild, seeking innovation and change. They need to upgrade in three aspects: brand, category, and channel. Among these, **supply chain process reconstruction is particularly important.**
The pathway from brand owners to end consumers is no longer limited. From the single-channel stage to the multi-channel stage, cross-channel stage, and omnichannel stage, new information pathways have reconstructed connections. Consequently, four major connection relationships have also been reconstructed:
Reconstructing the relationship between enterprise marketing, retail, and consumer contact
Reconstructing the interest relationship between online and offline channels
Reconstructing the interest relationship between enterprises and consumers
Reconstructing the collaborative relationship between upstream and downstream supply chains
**Yidinghuo: An Enterprise-Specific Omnichannel Marketing and Interaction Platform**
Feng Jie, Founder & CEO of Yidinghuo, stated, 'Compared with third-party e-commerce platforms, today's business owners prefer to have their own exclusive omnichannel marketing and interaction platform. This is exactly what Yidinghuo is doing.'
Yidinghuo, standing at the intersection of B2B and SaaS, pioneered the launch of China's first B2b mobile customer ordering system in 2013. It accurately perceived the upgrade trend of the fourth retail revolution. **Starting from the order link, it uses a 'mobile + cloud' transactional SaaS model to connect all links of the enterprise's downstream supply chain, break down barriers to internal and external collaboration, integrate the information flow, capital flow, and logistics of business operations, and present them in real time through data charts.** This helps enterprises make quick decisions and manage scientifically, making business simpler.
Yidinghuo provides small and medium-sized business owners with a gun, allowing them to pick up weapons and become masters of their own destiny, no longer constrained by the rules of the old landlords, fulfilling every boss's platform dream!
Today, Yidinghuo is providing one-stop cloud supply chain services to customers in 12 major industries, including food and beverages, fresh produce and agricultural products, and restaurant chains, helping them build their own exclusive omnichannel marketing and interaction platforms, reduce management costs, increase sales performance, and make their business thrive!
Internet retail brand Lu Siling is one of the star enterprise customers using Yidinghuo. With the channel marketing empowerment of Yidinghuo, Lu Siling completed its omnichannel strategy upgrade and carved out a path for the rise of an emerging brand on the internet.
Similarly successful is Woni Yigou, an enterprise from Anhui. With Yidinghuo, a traditional wholesale distributor was completely transformed into the largest local B2B online ordering platform, with daily turnover exceeding 500,000 yuan, efficiently reaching consumer marketing terminals and creating a true B2b2C business model.
Yidinghuo, as a pioneer in the new business software era, subverts traditional software thinking, is customer-centric, connects upstream and downstream enterprises, and opens up an omnichannel business order process marketing interaction platform. It links all links of inter-enterprise business collaboration to better serve enterprises.
In the first half of the just-passed year, Yidinghuo achieved impressive marketing performance, surpassing 120% of last year's total annual revenue. Omnichannel terminal contract revenue increased by 500% compared to the same period last year, and the number of new paying customers grew more than 2 times year-on-year. The vigorously developed channel business segment has achieved full financial profitability in the first half of the year, becoming the largest profitable channel distribution system in the SaaS industry.
Behind Yidinghuo's high-multiple growth is the comprehensive rise of the new business wave of consumption upgrading. FMCG new retail is one of the largest entities of consumption upgrading. The transformation of the entire industry has spurred the rapid rise of new business software companies like Yidinghuo, which have become benchmark leading enterprises in the SaaS industry, continuously leading new changes.
**It is reported that Yidinghuo has already laid out supply chain financial services based on B2B payments, and will transform from an enterprise SaaS service company to an enterprise big data service company.** In the future, a new generation of business software companies represented by Yidinghuo will rise with the wave of new business, providing marketing tools for the mobile internet era to rapidly developing high-tech enterprises, making business simpler!
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