---
title: "Fifth Stop of the \"B2b Platform Distributor In-depth Study Tour\" - Dongguan Caihua Trading (Yueheji) Concluded Successfully!"
description: "From April 18 to 19, the fifth stop of the \"B2b Platform Distributor In-depth Study Tour\" was successfully held at Dongguan Caihua Trading (Yueheji). The tour focused on topics such as avoiding pitfalls in B2b supply chain platforms, the correct logic of B2b platforms with annual sales of 2.5 billion yuan, 23,000 stores, and 4,000 SKUs, warehouse and distribution cost leaks, store classification management, and 52-week category activity planning, as well as deep store control and retail supply cooperation."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2025-04-20"
language: "en"
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# Fifth Stop of the "B2b Platform Distributor In-depth Study Tour" - Dongguan Caihua Trading (Yueheji) Concluded Successfully!

> From April 18 to 19, the fifth stop of the "B2b Platform Distributor In-depth Study Tour" was successfully held at Dongguan Caihua Trading (Yueheji). The tour focused on topics such as avoiding pitfalls in B2b supply chain platforms, the correct logic of B2b platforms with annual sales of 2.5 billion yuan, 23,000 stores, and 4,000 SKUs, warehouse and distribution cost leaks, store classification management, and 52-week category activity planning, as well as deep store control and retail supply cooperation.

From April 18 to 19, the fifth stop of the "B2b Platform Distributor In-depth Study Tour" was successfully held at Dongguan Caihua Trading (Yueheji)!

Topics covered in this study tour:
  * Cautious B2b supply chain platforms - a guide for distributors to avoid pitfalls
  * Annual sales of 2.5 billion, 23,000 stores, 4,000 SKUs - the correct logic of B2b platforms
  * From multi-brand warehouses to full-category warehouses - the most overlooked warehouse and distribution cost leak
  * Store classification management and 52-week category activity planning for B2b platforms
  * Full-category deep store control (unattended projects) and retail supply cooperation discussions

More than 120 distributor owners from across the country gathered together to have in-depth discussions on the study tour topics with Wu Jinghe, Deputy General Manager of Dongguan Caihua Trading (Yueheji); Wang Qing, General Manager of Huapei Logistics of Caihua Trading (Yueheji); Xie Youlin, Director of Store Projects of Caihua Trading (Yueheji); Deng Qi, Head of the City Franchise Project Department of Caihua Trading (Yueheji); and Yuan Lai, Chief Content Officer of New Distribution.

**Entering Caihua Trading (Yueheji)**

This study tour adopted a new format of "classroom sharing + on-site visits + interactive Q&A," breaking through the limitations of traditional study tours that are "superficial and not deep," truly achieving "deep experience, on-site learning, learning from others, and precise connection."

On the afternoon of April 18, Yuan Lai, Chief Content Officer of New Distribution, gave a detailed explanation on the topic "Cautious B2b Supply Chain Platforms - A Guide for Distributors to Avoid Pitfalls," explaining the organizational structure design of B2b supply chain platforms and trading businesses, emphasizing that distributors should avoid the mindset of "go big, go hard, go fast" when doing B2b platforms.

Yuan Lai, Chief Content Officer of New Distribution

Wu Jinghe, Deputy General Manager of Dongguan Caihua Trading (Yueheji), shared his own company as an example, explaining how Caihua Trading (Yueheji) empowers small stores with annual sales of 2.5 billion yuan, 23,000 monthly active stores, and 4,000 SKUs. The core is to empower small stores through selected products and display scenarios, helping them sell more, acting as a buyer for small stores rather than a promoter for brands.

Wu Jinghe, Deputy General Manager of Caihua Trading (Yueheji)

Subsequently, Wang Qing, General Manager of Huapei Logistics of Caihua Trading (Yueheji), shared the most overlooked warehouse and distribution cost leaks in the transition from multi-brand warehouses to full-category warehouses, based on his own work experience.

Wang Qing, General Manager of Huapei Logistics of Caihua Trading (Yueheji)

Beyond the classroom, participating distributors also visited the warehouse of Dongguan Caihua Trading (Yueheji) to understand the entire warehouse, picking, and distribution operation process. On-site staff provided in-depth explanations of each step, and answered questions raised by distributor owners with on-site practical teaching.

In the evening, after a full day of high-density knowledge input, the distributor partners participating in the study tour maintained high learning enthusiasm. They conducted in-depth discussions and exchanges with the sharing teachers on remaining issues from the warehouse visit, as well as problems in their own operations.

On the morning of April 19, Li Jianjie, Manager of the Category Management Department of the Product and Supply Chain Center of Dongguan Caihua Trading (Yueheji), explained in detail the unique category management strategy of Caihua Trading (Yueheji)'s B2b platform, as well as the annual 52-week category/brand activity planning.

Li Jianjie, Manager of the Category Management Department of the Product and Supply Chain Center of Caihua Trading (Yueheji)

Subsequently, Xie Youlin, Director of Store Projects of Caihua Trading (Yueheji), shared how B2b platforms can achieve full-category deep store control (unattended projects), and discussed cooperation between distributors and Caihua Trading (Yueheji) on retail supply.

Xie Youlin, Director of Store Projects of Caihua Trading (Yueheji)

He mentioned that developing self-owned chain stores and gradually achieving store control is one of the effective ways for traditional distributors and FMCG B2b enterprises to achieve profitability and breakthrough.

For the development of self-owned chain stores, it is essential to aim for store control, make good use of various operational tools, manage products and sales well, create sales scenarios for stores, and increase store business volume.

Subsequently, Deng Qi, Head of the City Franchise Project Department of Caihua Trading (Yueheji), also explained the city franchise cooperation project of Caihua Trading (Yueheji), offering three optional cooperation and empowerment plans for distributors in different markets and with different foundations.

Deng Qi, Head of the City Franchise Project Department of Caihua Trading (Yueheji)

**Why Visit Caihua Trading (Yueheji)?**

Caihua Trading (Yueheji) and Meiyijia convenience stores both belong to Dongguan Sugar and Wine Company, and it is one of the earliest B2b supply chain platforms in China dedicated to serving small stores. Since its establishment in 2012, Caihua Trading (Yueheji) has accumulated rich practical experience in empowering small stores, thanks to its deep retail genes and innovative practices, providing important references for distributors exploring B2b transformation.

Distributors transforming to B2b generally use "one-stop, full category, low price" as their core selling point, trying to meet the procurement needs of small stores. However, this model has two core problems:

> First, "one-stop, full category, low price" - you can do it, and your peers will do the same, eventually leading to a price war.
>
> Second, what small store owners really need is not a procurement channel with "one-stop, full category, low price," but how to sell more.

Wu Jinghe pointed out that price wars are not sustainable, especially for distributors transforming to B2B; the money-burning model cannot last. In contrast, Caihua Trading (Yueheji) has successfully created a unique competitive advantage by optimizing the product pool, providing customized services, and flexible promotions, deeply exploring the needs of small stores.

The core philosophy is "help small stores sell more." In one sentence, it is to create a full-category curated mall based on small store needs in the industry, acting as a "buyer for small stores" rather than a "promoter for brands."

To summarize:
1. To help small stores sell more, first, select products carefully, optimizing the product pool in terms of category and price range based on the needs of small store operations.
2. Recommend products to small stores based on their actual business district, and help more small stores optimize their product structure through customer classification and display scenarios.
3. Caihua rarely does brand activities but rather category activities, acting as a buyer for small stores, not a promoter for brands.

As of the end of 2024, Caihua Trading (Yueheji) has achieved annual revenue of over 2.5 billion yuan, serving more than 23,000 stores, with a total of over 4,000 SKUs. Its core market is concentrated in Guangdong, accounting for 70% of total business, and it covers 2-3 surrounding cities through the layout of 5 large warehouses (each with over 2,800 SKUs). Caihua Trading (Yueheji) serves small stores under 80 square meters, with an average monthly purchase amount of over 7,000 yuan per store and an average order value of 1,300 yuan.

"New Distribution" hopes that through the study tour case of Caihua Trading (Yueheji), distributors can gain more inspiration and thinking in B2b transformation, helping them avoid detours.


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