--- title: "Heavyweight | 2019-2020 Brand FMCG B2B Cooperation Survey Report (Download Included)" description: "Since its emergence in 2013, FMCG B2B has developed over six or seven years into a distribution force that cannot be ignored in the FMCG industry. Most domestic brand manufacturers are also cooperating with B2B platforms. Although B2B business accounts for a relatively small proportion of overall sales for FMCG brands, B2B's strong supply chain management and digital distribution capabilities have shown many brand manufacturers prospects for further growth and development. To better understand the actual cooperation between brands and B2B, from November 2019 to February 2020, New Distribution conducted a survey of senior and mid-level managers from 65 well-known FMCG companies." author: "新经销咨询团队" publisher: "New Distribution" email: "zhaobo258@gmail.com" telephone: "+8615854817671" published: "2020-02-20" categories: "Brand Marketing, Consumer & Categories, Industry Trends, Supply Chain & B2B" language: "en" canonical: "https://xinjignxiao.com/en/articles/heavyweight-2019-2020-brand-fmcg-b2b-cooperation-survey-report-download-262ebbbf/" markdown: "https://xinjignxiao.com/en/articles/heavyweight-2019-2020-brand-fmcg-b2b-cooperation-survey-report-download-262ebbbf.md" original_source: "https://mp.weixin.qq.com/s/Ai83gZUT0hHO8WJoCxLISQ" translation: "https://xinjignxiao.com/zh/articles/%E9%87%8D%E7%A3%85-2019-2020%E5%B9%B4%E5%93%81%E7%89%8C%E5%95%86%E5%BF%AB%E6%B6%88b2b%E5%90%88%E4%BD%9C%E6%83%85%E5%86%B5%E8%B0%83%E7%A0%94%E6%8A%A5%E5%91%8A-%E9%99%84%E4%B8%8B%E8%BD%BD-262ebbbf.md" attribution: "New Distribution — https://xinjignxiao.com/en/articles/heavyweight-2019-2020-brand-fmcg-b2b-cooperation-survey-report-download-262ebbbf/" citation: "新经销咨询团队. “Heavyweight | 2019-2020 Brand FMCG B2B Cooperation Survey Report (Download Included).” New Distribution, 2020-02-20. https://xinjignxiao.com/en/articles/heavyweight-2019-2020-brand-fmcg-b2b-cooperation-survey-report-download-262ebbbf/" usage_policy: "https://xinjignxiao.com/ai-policy.txt" --- # Heavyweight | 2019-2020 Brand FMCG B2B Cooperation Survey Report (Download Included) > Since its emergence in 2013, FMCG B2B has developed over six or seven years into a distribution force that cannot be ignored in the FMCG industry. Most domestic brand manufacturers are also cooperating with B2B platforms. Although B2B business accounts for a relatively small proportion of overall sales for FMCG brands, B2B's strong supply chain management and digital distribution capabilities have shown many brand manufacturers prospects for further growth and development. To better understand the actual cooperation between brands and B2B, from November 2019 to February 2020, New Distribution conducted a survey of senior and mid-level managers from 65 well-known FMCG companies. **Since its emergence in 2013, FMCG B2B has developed over six or seven years into a distribution force that cannot be ignored in the FMCG industry.** Most domestic brand manufacturers are also cooperating with B2B platforms. Although B2B business accounts for a relatively small proportion of overall sales for FMCG brands, B2B's strong supply chain management and digital distribution capabilities have shown many brand manufacturers prospects for further growth and development. To better understand the actual cooperation between brands and B2B, **from November 2019 to January 2020, New Distribution interviewed senior and mid-level managers from 65 well-known FMCG companies via questionnaire.** The survey covered 15 major categories including beverages, convenience foods, snacks, beer and liquor, personal care and daily chemicals, grain and oil, milk and dairy, condiments, and maternal and infant products. Based on this data, the New Distribution consulting team produced the "2019 Brand FMCG B2B Cooperation Survey Report". The following is the report content: Through a baseline survey of 65 brand manufacturers, New Distribution found that 80.3% of brands have established cooperative relationships with B2B platforms. Notably, brands surveyed in 2018 all established cooperation with B2B platforms in 2019, while the cooperation rate in 2018 was only 84.4%. In addition, among brands surveyed in 2019, 6.7% refused to cooperate with B2B platforms, with "price disruption and market chaos" remaining the main reason for refusal. Among the surveyed brands, 63.9% believe that cooperating with new retail channels represented by FMCG B2B is an important opportunity and direction for rapid short-term development, while 68.9% believe that cooperating with B2B platforms is an important way to penetrate lower-tier markets. In brand channel structures, B2B still accounts for a small proportion, with most brands having B2B business weight within 5%. This confirms that B2B development still has a long way to go, and at this stage, B2B is only a supplementary channel for brands' full-chain distribution. In terms of category structure, convenience foods, beverages, and snacks remain the main categories distributed through B2B platforms. Brands in these three categories are more likely to gain growth opportunities through cooperation with B2B platforms. After recent years of development, the Matthew effect in the B2B industry has become apparent, with leading platforms showing clear advantages. Alibaba Retail Link, JD New Channel, and Best Store Plus are the top three B2B platforms chosen by brands. Meicai, with its deep cultivation in the catering channel, has unique value and significance for brands' omni-channel coverage, which is also the main driving force for brands in categories such as alcoholic beverages, grain and oil to establish cooperation with Meicai. In terms of organizational structure, 67% of brands have established dedicated B2B business departments, but the B2B team size remains small, with more than half of brands keeping B2B teams within 5 people. In recent years, brand self-built B2B platforms have also become an important force in the B2B development landscape. However, attitudes toward brand self-built B2B are polarized. 43.6% of brands believe that their product lines are too narrow to meet the one-stop procurement needs of small stores and may conflict with traditional channels, while 38.2% are optimistic about self-built B2B platforms, viewing them as an important way to supplement traditional distribution channels and empower distributors. Alibaba Retail Link, JD New Channel, and Yijiupi remain the preferred platforms for brand cooperation, while most brands adopt a cautious attitude toward other national and regional platforms. In summary, B2B is still only a supplementary channel in brand channel layout. In addition to maintaining existing distribution structures and price systems, brands hope to complete the digitalization of distribution links through cooperation with B2B platforms, so that all distribution strategies and market actions can have reference benchmarks, thereby helping enterprises achieve cost reduction and efficiency improvement. In addition to the "2019-2020 Brand FMCG B2B Cooperation Survey Report", New Distribution will also release the "2019-2020 FMCG Retail Small Store B2B Competitiveness Report", "2019-2020 China FMCG Distributor Survival Survey Report", "2019-2020 FMCG B2B Industry Trend Report", and "2019-2020 China FMCG Distribution Channel Report" in the near future. Please stay tuned. To obtain the full version of the "2019-2020 Brand FMCG B2B Cooperation Survey Report", please reply with the keyword "**Cooperation Report**" in the New Distribution backend. --- ## Citation metadata - Publisher: New Distribution - Author: 新经销咨询团队 - Published: 2020-02-20 - Canonical: https://xinjignxiao.com/en/articles/heavyweight-2019-2020-brand-fmcg-b2b-cooperation-survey-report-download-262ebbbf/ - Original source: https://mp.weixin.qq.com/s/Ai83gZUT0hHO8WJoCxLISQ ## Copyright and AI use This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL. Contact: zhaobo258@gmail.com · +86 158 5481 7671