---
title: "New Distribution x China Resources Snow Theme Salon - \"Huashan Discussion · 2021 First FMCG O2O Seminar Salon\" Successfully Concluded!"
description: "The pandemic over the past year has accelerated the growth of O2O, bringing varying degrees of growth to FMCG brands. Although the pandemic has gradually eased in 2021, the pace of O2O growth has not slowed. Facing this new business format, new retail, and new channel, how should FMCG manufacturers respond? What are the strategies, tactics, organizational structures, and investment approaches? Through this seminar, we hope to hear diverse voices and experiences to answer questions for our own brands. On the afternoon of July 30, the \"Huashan Discussion · 2021 First FMCG O2O Seminar Salon\" was successfully held in Shanghai, co-hosted by New Distribution and China Resources Snow, with Pistachio Digital as a co-organizer."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2021-08-02"
language: "en"
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# New Distribution x China Resources Snow Theme Salon - "Huashan Discussion · 2021 First FMCG O2O Seminar Salon" Successfully Concluded!

> The pandemic over the past year has accelerated the growth of O2O, bringing varying degrees of growth to FMCG brands. Although the pandemic has gradually eased in 2021, the pace of O2O growth has not slowed. Facing this new business format, new retail, and new channel, how should FMCG manufacturers respond? What are the strategies, tactics, organizational structures, and investment approaches? Through this seminar, we hope to hear diverse voices and experiences to answer questions for our own brands. On the afternoon of July 30, the "Huashan Discussion · 2021 First FMCG O2O Seminar Salon" was successfully held in Shanghai, co-hosted by New Distribution and China Resources Snow, with Pistachio Digital as a co-organizer.

**Preface:** The pandemic over the past year has accelerated the growth of O2O, bringing varying degrees of growth to FMCG brands. Although the pandemic has gradually eased in 2021, the pace of O2O growth has not slowed.
Facing this new business format, new retail, and new channel, how should FMCG manufacturers respond? What are the strategies, tactics, organizational structures, and investment approaches? Through this seminar, we hope to hear diverse voices and experiences to answer questions for our own brands.
**On the afternoon of July 30, the "Huashan Discussion · 2021 First FMCG O2O Seminar Salon" was successfully held in Shanghai, co-hosted by New Distribution and China Resources Snow, with Pistachio Digital as a co-organizer!**
At the event, **New Distribution invited brand representatives including China Resources Snow, P&G, Mars, Hengan, Liby, and Hengshun; platform representatives including Meituan Flash Purchase, Ele.me, and JD Daojia; retail representatives including China Resources Vanguard and Yonghui; and service provider representative Pistachio Digital**, with over 20 companies participating in discussions.
△ Ma Kaijie, Director of the National Sales Division of China Resources Snow Headquarters Marketing Center
Before the salon officially began, Mr. Ma Kaijie, Director of the National Sales Division of China Resources Snow Headquarters Marketing Center, delivered a speech. Mr. Ma mentioned,
 _"O2O has achieved rapid growth under the catalysis of the pandemic, and major brands are paying attention and participating. Because of the rapid growth, whether it is platform operators, retailers, or brand owners, they are still on the path of trial and exploration._
_Expanding terminal coverage, improving product supply, consolidating fulfillment capabilities, creating a more convenient ordering experience, gaining insights into potential user needs, establishing new product promotion models, how to make online-offline integration more benign, how to control prices more reasonably, and how data can effectively guide business and resource investment._
_Facing these issues, perhaps everyone has their own ideas, yet they are still striving to explore and verify. The results may not be correct, but gathering together to discuss may be more important than the answers themselves. This is also the meaning and value of this salon."_ 
Subsequently, **China Resources Snow & P&G, Ele.me & Mars, Liby & Hengshun, JD Daojia & China Resources Vanguard, Meituan Flash Purchase & Yonghui Superstores, and China Resources Snow & Hengan conducted a total of 6 rounds of discussions on different themes. The atmosphere was lively, with discussions directly addressing the current pain points of brands, benefiting the audience greatly.**
During the meeting, Mr. Li Yongliang, Innovation Business Director of Pistachio Digital, also shared the latest case study on the "Practice of Heineken UEFA Euro 2020 on Alipay" on site.
**The discussion topics were as follows:**
**I. Trend Side:**
1) With the improvement of fulfillment capabilities and the increase in near-field consumption, how can O2O empower brands to gain incremental growth?
2) Under the rapid growth of O2O, what is the overall strategy for brand owners to deploy?
**II. Positioning Side:**
1) The strategic position and value of O2O for brand owners;
2) What are the challenges and pain points for brand owners in developing O2O business? What are the platform solutions and plans?
**III. Organization Side:**
1) Organizational structure—regional units, headquarters KA, e-commerce department? Independent team?
2) Performance assessment—how to design personnel KPIs?
**IV. Product Side:**
1) How to formulate the best product selection strategy based on platform characteristics and different scenario needs?
2) Different platforms with different product selections, different scenarios with different product selections, combination matching, joint customization, exclusive customization?
**V. Marketing Side:**
1) Cross-category marketing, vertical platform marketing, IP joint marketing, targeted advertising?
2) Marketing goals: focus on sales explosion, user acquisition, enhancing consumer stickiness?
At this point, the FMCG O2O Seminar Salon came to a successful conclusion. New Distribution will continue to organize more similar themed activities in the future, acting as an industry connector to organize discussions on industry development trends. We welcome everyone to continue to stay tuned.
**Are you "watching" me?**


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