---
title: "Monthly GMV Exceeds 10 Million, Single Product Sells Out in 3 Days: Food Merchants Profiting Big on This 'Dark Horse' Platform"
description: "As market conditions change and consumer demands diversify, distributors in the FMCG industry are evolving from single-agent models to platform-based service providers, local retailers, and omnichannel operators. Amid this transformation, Dewu, a platform focused on young consumers, has emerged as a new blue ocean for food and beverage distributors, offering significant growth opportunities through its young user base and content-driven marketing."
author: "冯瑶"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2024-07-30"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/ut-f40r58zmzw1UbwCqJLA"
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# Monthly GMV Exceeds 10 Million, Single Product Sells Out in 3 Days: Food Merchants Profiting Big on This 'Dark Horse' Platform

> As market conditions change and consumer demands diversify, distributors in the FMCG industry are evolving from single-agent models to platform-based service providers, local retailers, and omnichannel operators. Amid this transformation, Dewu, a platform focused on young consumers, has emerged as a new blue ocean for food and beverage distributors, offering significant growth opportunities through its young user base and content-driven marketing.

As market conditions change and consumer demands diversify, the role and operational model of distributors are constantly evolving. In recent years, distributors in the FMCG industry have been undergoing a transformation towards platform-based service providers, local retailers, and omnichannel operators. To better adapt to the times and enhance their competitiveness, many distributors have begun to shift away from the single-agency model of the past. For example, by establishing local retail networks, integrating online and offline channels, and expanding multi-category product offerings, they aim to build a more efficient supply chain system, thereby providing more timely, personalized, and competitive localized services. In an era of shrinking volumes, distributors are continuously honing their skills and strengthening themselves to face new challenges at any time. Meanwhile, finding a potential new incremental channel is undoubtedly a dream for distributors. Dewu, a platform primarily serving young people, has become a frequent topic of discussion among food and beverage distributors. As an FMCG industry observer, New Distribution has conducted in-depth research and found that Dewu is not just a shopping platform for trendy shoes and clothing for young people, but also offers unprecedented business opportunities for distributors, becoming a "new blue ocean" for food and beverage distributors. Let's take a look at how the Dewu platform is opening up new blue oceans for FMCG distributors.
# **New Track in Food and Beverage Industry**
# **Multiple Sub-categories Growing Rapidly on Dewu**
It is understood that the food and beverage industry is showing astonishing growth potential on the Dewu platform. In 2023, the food and beverage industry's GMV grew by over 1800% year-on-year, order volume increased by over 4600% year-on-year, merchant onboarding grew by 624%, and brand onboarding increased by 800%. In June of this year, the food and beverage category on Dewu continued to show significant growth. Among snack categories, dried bean products and dried sweet potato products saw the highest growth rates, indicating strong consumer demand for these products. Additionally, gift-oriented snacks showed strong growth momentum in June, with snack gift boxes/souvenirs averaging over 3,000 orders per day, a 106-fold increase year-on-year, reflecting strong demand for festive gifts. In the beverage category, ambient dairy products saw the highest growth rate, indicating strong demand during the summer heat. Notably, Sanrio Kitty bottled water and Dongsheng Teyin x COFCO Kunlun Mountain vitamin beverage both exceeded 2,000 orders per day, showcasing the market appeal of IP collaboration products. The health and nourishing tea category also grew remarkably, with the health tea category leading with a growth rate of over 10 times, as young consumers' demand for healthy tea drinks surged. **Dewu has demonstrated significant growth across multiple categories including snacks, beverages, health and nourishing teas, and convenient ready-to-eat meals, showcasing its strong market appeal and operational capabilities.** Behind this rapid growth, Dewu's young user base and unique content orientation have attracted many well-known brands to join, with first-tier brands like Coca-Cola, Yili, and Dove achieving impressive results on the platform. According to New Distribution, Dewu has become an ideal platform for merchants to explore new markets, expand young user groups, and promote new products. Moreover, products on Dewu are operated jointly by brand owners and distributors, allowing distributors to leverage brand authorization and support to tap into the blue ocean market together with the brand, achieving a win-win situation. **Dewu: An E-commerce Platform Used by 300 Million Young People in China**
Dewu, perhaps unfamiliar to some distributors, is known for its young, fashionable user base. Data shows that over 90% of Dewu App users are post-90s, with a penetration rate of 70% among China's 260 million post-95s, **making Dewu the preferred shopping platform for young users**. Dewu's users are not only young but also have strong purchasing power, distributed across first-tier to fifth-tier cities in China, covering various life stages from campus to workplace to family. Dewu initially started with trendy products, but as the platform developed and user needs changed, it gradually expanded its product categories to include over 20 categories such as shoes, trendy clothing, watches, accessories, bags, beauty products, trendy toys, 3C digital products, home appliances, food, books, automotive products, and art. Particularly in the food and beverage and health products sectors, Dewu sees huge market potential and growth opportunities. Through diversified product categories, Dewu not only meets the diverse needs of users but also provides distributors with a broader market space. Dewu's food and beverage users are mainly concentrated in the 19-25 age group (Gen Z), with 94% under 35, mostly students and white-collar workers, with a nearly 1:1 male-to-female ratio. These young consumers are not only high-repeat purchasers of snacks and beverages but also more willing to try new brands and flavors, with habits of stocking up and periodic purchases. **This brings distributors a stable customer base and continuous sales opportunities.**
**Success Stories and Experience Sharing from Distributors**
Through cases of operators like Coca-Cola and Yili, New Distribution has summarized some notable features of the Dewu platform. Understanding these aspects can help distributors better grasp where the opportunities lie on Dewu. **1. New Products and IP Collaboration Items Sell Well** Dewu users are mainly aged 15-30, with strong purchasing power and a willingness to try new products and IP collaborations. For example, Coca-Cola's Monster Passion Fruit Guava Flavor blind box sold out within three weeks, showcasing Dewu's advantage in new product promotion. Additionally, Yili Yoghurt's collaboration with Line Friends puppy IP created a gift box that sold out within 3 days of launch, with over 10,000 orders. **2. Content-Oriented Marketing** Dewu emphasizes content sharing, with users actively posting unboxing and usage experiences, creating a genuine and attractive community atmosphere. Coca-Cola leveraged this feature to successfully promote new products like Costa Coffee, quickly gaining traction. **3. Big Brands Scale Up Quickly** Major brands can achieve GMV of 6-10 million in 2-3 months, with fast sell-through. For example, chocolate brand Dove achieved 8 million GMV in two weeks, and within three months of onboarding, monthly GMV exceeded 10 million. **4. Focus on User Experience** Dewu users show significantly higher traffic and conversion rates on weekends compared to other platforms, and have high expectations for packaging and shopping experience. Coca-Cola uses Dewu's Aurora Blue shipping labels and exquisite packaging to enhance the ritual and satisfaction of shopping. **5. Festival Gift Boxes Explode** Festival gift boxes are very popular on Dewu. For instance, Dove's exclusive gift box sold over 68,000 orders during Christmas, reaching 25 million Gen Z individuals. Additionally, young people also purchase health products for their parents during special occasions like the New Year shopping festival, Women's Day, and Mother's Day. For example, during Mother's Day 2023, the nourishing category averaged a thousand orders per day, with bird's nest currently having only 5 brands onboard, averaging daily GMV of over 150,000, and there are plenty of opportunities in health teas, donkey-hide gelatin, peach gum, ginseng, and more. From this, New Distribution also learned through interviews some essential conditions for successful distributors and the platform's advantages:
**1. Brand Agency Qualification and Good Product Quality** Having brand agency qualifications, sufficient supply, and supply chain advantages is the foundation for success. Additionally, negotiating with the brand for more products and price support is even better.
**2. Unified Custom Packaging and Low Return Rate** Dewu's packaging must be used, which incurs some cost, but the differentiated products and valuable user experience enhance young people's stickiness and repeat purchases, resulting in a low return rate of only 0.02% for food on Dewu. **If distributors leverage their supply chain advantages, this cost can be easily covered.**
**3. Quick Start and High Efficiency** Dewu provides new merchants with natural traffic support and 1-on-1 operational guidance to help distributors quickly master platform algorithms and content operation skills. Most merchants only need to list products, set prices, and ship, without spending excessive manpower on store decoration, graphic design, or customer service. Even traditional offline distributors without e-commerce experience can quickly get started on Dewu.
**4. Low Ad Spend and Easy Management** Compared to other platforms, **Dewu's low ad spend and efficient operation model allow distributors to manage their business more easily and focus on sales growth**. It is reported that 90% of the platform's traffic is free, which is more profit-friendly for low-margin food categories without excessive marketing and ad spend.
**What Kind of Distributors Are Suitable to Join Dewu?**
In 2024, Dewu launched multiple new merchant support measures, attracting a large number of merchants to join. Through 10 billion traffic, zero-cost onboarding, and 1-on-1 support programs, it aims to introduce more diverse categories and merchants. Specific measures include **a 30-day commission-free period and zero deposit policy, allowing new merchants to easily start their e-commerce journey.** Additionally, Dewu offers **new merchant training camps and 30-day hands-on support services to help new merchants grow quickly.** For FMCG distributors, if you meet the following conditions, you may consider joining:
**1. Priority for Key Categories**: Distributors in key categories such as leisure snacks, instant food seasonings, health products, and alcoholic beverages will be given priority.
**2. Large Distributors**: Second-level and above agents are eligible. Among them, platform-based distributors and omnichannel operators with rich categories and high supply chain efficiency are preferred. For traditional offline distributors, Dewu can also be a good supplement as an incremental channel.
**3. Young and Eager-to-Learn Teams**: Dewu looks forward to having young, eager-to-learn distributors join. Qualified distributors should not miss this excellent growth opportunity. Especially with the upcoming second half of the year featuring Qixi Festival, Mid-Autumn Festival, National Day, Christmas, and New Year, there will be a surge in demand for mooncakes, snack packs, and gift boxes. Distributors can seize the opportunity to secure and plan their business in advance.
**Scan the QR code to fill in the onboarding application form and seize the business opportunity first**


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