With the accelerated nationwide penetration of e-commerce giants Alibaba Retail Link and JD New Path, the Matthew effect in the B2B industry has become more pronounced, intensifying competition and squeezing the living space of small and medium-sized platforms, thus speeding up the survival of the fittest. According to incomplete statistics from New Distribution, as many as 108 FMCG B2B platforms ceased operations or transformed in 2019 alone, with industry resources and attention converging on leading platforms. On the other hand, under competition, we see regional B2B platforms represented by Kuailai Zhanggui, Wanquan Mall, and Rongcheng Yigou, while based in their regions, continuously expanding their reach to surrounding areas, enhancing their comprehensive competitiveness, and carving out a unique development path in an industry landscape already dominated by Alibaba Retail Link, JD New Path, and Yijiupi.
To gain a clearer understanding of the development landscape of the FMCG B2B industry and the current status and characteristics of various platforms, the New Distribution consulting and research team conducted in-depth research on the top 30 platforms nationwide through surveys, visits, questionnaires, and interviews. By comparing and analyzing key indicators such as GMV, number of covered stores, number of active stores, and big data marketing systems, we compiled the "2019-2020 China FMCG B2B Platform Research Report" (hereinafter referred to as the "Report"). Through the Report, we hope to help FMCG industry practitioners gain insights into channel development changes and provide data and support for key decisions to win in the channel.
The following are excerpts from the Report:
1. Based on platform scale and industry influence, FMCG B2B has formed a competitive landscape of four echelons
First echelon: Alibaba Retail Link, JD New Path, Yijiupi, and Meicai have achieved full coverage of major cities nationwide, with GMV exceeding 10 billion. They are at the forefront of the industry in both influence and scale coverage, so these four platforms are listed as the first echelon.
Second echelon: RT-Mart e路发, China Tobacco New Business Alliance, Best Store Plus, China Post Youlego, and Zhongshang Huimin, covering more than 5 provinces with GMV above 3 billion.
Third echelon: In South China: Caihua Commerce, Wanquan Mall, Bianlibao, and Zhangshang Kuai Xiao (fully acquired by Yijiupi in February 2020); in East China: Kuailai Zhanggui, Pinbianyi, Dianda, Xianshiji, and Yunmayi; in Central China: Abida (Furong Xingsheng), Xingaoqiao, and Weiran Jinhe; in Southwest: Taomiaomiao, Rongcheng Yigou, and Hui Jinhuo (fully acquired by Yijiupi in May 2018); in Northwest: Jiaping Yunshi. The GMV of third-echelon B2B platforms is less than 3 billion.
Fourth echelon: We classify distributor-built B2B and brand-owner-built B2B as the fourth echelon, such as Youdehuo in South China, Dunjie in North China, Huabang Wanjia in Central China, and Kuaipifa in Northeast.
2. Top 5 FMCG B2B platforms by usage rate in each region nationwide
Based on surveys of small stores in 7 major regions across the country, we obtained the top five platforms with the highest usage rates in each region:
Northeast: JD New Path, Yijiupi, Best Store Plus, RT-Mart e路发, Meicai North China: JD New Path, Alibaba Retail Link, Yijiupi, Zhongshang Huimin, China Tobacco New Business Alliance East China: Alibaba Retail Link, JD New Path, Yijiupi, RT-Mart e路发, Best Store Plus South China: Alibaba Retail Link, JD New Path, Yijiupi, RT-Mart e路发, Best Store Plus Central China: Alibaba Retail Link, JD New Path, Yijiupi, Abida (Furong Xingsheng), China Tobacco New Business Alliance Southwest: Alibaba Retail Link, JD New Path, Yijiupi, Hui Jinhuo, Yunshangliu Northwest: JD New Path, Alibaba Retail Link, Yijiupi, Jiaping Yunshi, Bangbianli
In terms of platform types, among the B2B platforms counted, self-operated B2B platforms are the majority, reaching 110, while pure information matching platforms number only 11. As the industry development gradually enters the deep water zone, the differences between self-operated and matching platforms are gradually narrowing, and the number of B2B platforms combining self-operation and matching is gradually increasing.
3. Detailed analysis of the national TOP 30 B2B platforms
The TOP 30 platforms are: Alibaba Retail Link, JD New Path, Yijiupi, Meicai, RT-Mart e路发, China Tobacco New Business Alliance, Best Store Plus, Zhongshang Huimin, China Post Youlego, Abida (Furong Xingsheng), Caihua Commerce, Wanquan Mall, Pinbianyi, Kuailai Zhanggui, Zhangshang Kuai Xiao, Yunmayi, Xingaoqiao, Taomiaomiao, Xianshiji, Hui Jinhuo, Bianlibao, Dianda Mall, Rongcheng Yigou, Jiaping Yunshi, Yunshangliu, Bangbianli, Weiran Jinhe, Shangdaoxing, Dunjie Supply Chain, and Youdehuo.
Based on factors such as GMV, coverage rate, penetration rate, and industry influence, the New Distribution consulting and research team selected the top 30 platforms nationwide for comprehensive competitiveness evaluation and compiled core platform data, specifically including:
Basic information: Platform name, platform model, registration time, location, number of ground staff;
Key core data: GMV data changes over the past two years and reasons, GMV category distribution;
Regional coverage: Covered provinces, key provinces, covered cities, city-level focus;
Key store information: Types of covered stores, number of registered stores, average monthly active stores, free shipping threshold, delivery time, average monthly order frequency, average basket value per store;
Logistics and warehousing: Warehouse distribution model, number of warehouses, warehouse area;
System tools: Store ordering tools, POS systems, salesperson BD tools, supply chain systems, big data marketing systems;
Core competitiveness analysis of the platform and strategy changes in 2020
Sample platform details
For each of the above TOP 30 B2B platforms, we have provided a one-page PPT detailed description, hoping to help FMCG companies gain a clearer and more comprehensive understanding of the comprehensive competitive strength of each B2B platform, provide data and information support for enterprises to choose channel partners, and help FMCG companies win in B2B and succeed in the channel.
The above is the "2019-2020 China FMCG B2B Platform Research Report (Circulation Edition)". Reply with the keyword "Research Report" in the backend of the New Distribution official account to obtain it. For more detailed platform information, please consult and purchase the full version.
For purchasing the full report, please contact: Yang Hongyu Oscar Yang +86185-2033-2627 oscar.yang@fmcgdealers.com
Tips will be paid 400-2000 yuan once adopted.