---
title: "FMCG Three-Tier 200+ Channel Guide 2017"
description: "This article provides a comprehensive classification of over 200 FMCG distribution channels across three tiers, from retailers to wholesalers to distributors, offering insights to accelerate career growth."
author: "木公"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2017-05-05"
language: "en"
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# FMCG Three-Tier 200+ Channel Guide 2017

> This article provides a comprehensive classification of over 200 FMCG distribution channels across three tiers, from retailers to wholesalers to distributors, offering insights to accelerate career growth.

Fate brings people together across thousands of miles, while those without affinity may never meet even face to face. Mastering the over 200 sub-channels across the three tiers of FMCG can save you a decade of struggle. Each flower is a world, each leaf a universe!

Channel Classification:

**1.1 First-Tier Channels: Retailers**
Definition: The terminal point of the sales channel, the connection between product and consumer, and the final destination of manufacturer sales.
Types:
111 Modern Channels: Hypermarkets, warehouse clubs, supermarkets, convenience stores
112 Traditional Channels: Private supermarkets, tobacco and grocery stores, specialty tobacco and liquor stores, ice cream shops, newsstands, street vendors
> **1) Food Channels:** Food stores, food malls, subsidiary food malls, wet markets
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> **2) Grocery Channels:** Convenience stores, community stores, tobacco and grocery stores, small kiosks
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> **3) Department Store Channels:** In-store food supermarkets, food counters
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> **4) Street Vendor Channels:** Fixed stalls, mobile stalls
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> **5) Shopping and Service Channels:** Various professional and service industries that also sell beverages and food, such as newsstands, mobile service outlets, etc.
113 Special Channels:
> **1) Education:** Universities, colleges, high schools, middle schools, primary schools, kindergartens, vocational training, tutoring centers, driving schools, vehicle management offices, training sessions
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> **2) Transportation Hubs:** Airports, train stations, subway stations, docks, bus stations, public transit stops, cable car stations, cruise ships, highway service areas, gas stations, parking lots
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> **3) Tourist Attractions:** Parks, natural landscapes, cultural landscapes, urban landscapes, historical sites, cultural venues, museums, science centers, exhibition halls, art galleries, memorials, ancestral halls, temples, Taoist temples, nunneries, commercial streets
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> **4) Sports and Fitness:** Outdoor activities, running, water sports, swimming, fitness, cycling, badminton, tennis, table tennis, walking, roller skating, fishing, equestrian, wilderness exploration, golf, target sports, rock climbing, skiing, sports digital, health care, optical eyewear, Olympics, World Cup, championships, sports meets, marathons, amusement parks, acrobatics, dance
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> **5) Leisure and Entertainment:** Cinemas, KTVs, internet cafes, bath centers, hot springs, chat bars, phone bars, spas, foot massage shops, massage rooms, yoga, chess and card rooms
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> **6) Food and Beverage:** Fast food restaurants, restaurants, eateries, taverns, snacks, barbecue, food stalls, catering, group meals, coffee shops, cold drink shops, bars
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> **7) Hotels and Accommodation:** Budget hotels, star-rated hotels, hostels, inns, guesthouses, lodges, restaurants
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> **8) Convenience Services:** Pharmacies, banks, public toilets, hospitals, specialty products, hair salons, laundry, water, heating, electricity, gas, cosmetics, weddings and funerals, travel agencies
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> **9) Closed Institutions:** Prisons, detention centers, jails, shelters, juvenile detention centers
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> **10) Military Camps:** Navy, air force, army, armed police, second artillery, aerospace, reserves, military academies, military enterprises
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> **11) Industrial and Mining Enterprises:** Factories, mines, construction sites
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> **12) Clustered Areas:** Industrial zones, development zones, industrial parks, bonded zones, experimental zones, free trade zones
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> **13) Office Institutions:** Government, postal, petroleum, electric power, telecommunications, agriculture, water conservancy, real estate, and other organizations, offices, office buildings
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> **14) Media and Culture:** Television, radio, newspapers, magazines, outdoor, internet, Weibo, WeChat, public relations...
114 Non-Store Channels:
> **1) Rising Stars:** Vending machines, self-media
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> **2) E-commerce Channels:** Taobao, Tmall, JD.com, Yihaodian, Weidian, Tuniu, Huimin, Lakala, Yunchu, and other B2C, O2O platforms...
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> **3) Short-Term Gatherings:** High school entrance exams, college entrance exams, art exams, concerts, annual meetings, public trials, birthdays, anniversaries, competitions, drills, travel
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> **4) Special Duty Operations:** Night shifts, high-temperature, high-cold, underground subsidies, special police, escort duties
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> **5) Cross-Industry Alliances:** Mobile, home appliances, pharmaceuticals, liquor, title sponsorship
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> **6) Chinese and Foreign Holidays:** National holidays, festivals, local specialty festivals, temple fairs, social fire performances, markets, morning markets, night markets
**1.2 Second-Tier Channels: Wholesalers, Distributors**
Definition: Commercial institutions that purchase products from dealers and resell them to retailers, not directly serving individual consumers, positioned in the intermediate link of commodity circulation.
Types: Grocery wholesalers, single-product wholesalers, wholesale market wholesalers, wholesale-retail wholesalers, special channel wholesalers, channel wholesalers, KA wholesalers, e-commerce wholesalers, etc.
Distributors: Upgraded quality wholesalers, with price positioning between tier 2.5, located between the third and second tiers.
**1.3 Third-Tier Channels: Dealers**
Definition: Commercial institutions that purchase products from manufacturers and resell them to downstream second-tier or first-tier customers to earn profits.
**Source: Hutu Zhang (ID: hutuzhang110)**
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