---
title: "O2O, B2B, B2C, B2B2C, Community E-commerce, Short Video E-commerce... The Omnichannel Challenge for FMCG Manufacturers!"
description: "A 500-million-yuan snack food distributor in South China reveals that no single channel accounts for more than 10% of his business, reflecting the reality of channel fragmentation. The article explores the rise of O2O, B2B, B2C, B2B2C, community e-commerce, and short video e-commerce, urging FMCG manufacturers to adapt and attend the 2021 China FMCG Conference."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2021-07-19"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/C0tWB3aUjJbqH7lZyIefjw"
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# O2O, B2B, B2C, B2B2C, Community E-commerce, Short Video E-commerce... The Omnichannel Challenge for FMCG Manufacturers!

> A 500-million-yuan snack food distributor in South China reveals that no single channel accounts for more than 10% of his business, reflecting the reality of channel fragmentation. The article explores the rise of O2O, B2B, B2C, B2B2C, community e-commerce, and short video e-commerce, urging FMCG manufacturers to adapt and attend the 2021 China FMCG Conference.

**Click to read the original article for details**
Recently, due to a project, I visited South China and called on a large snack food distributor with annual sales of 500 million yuan. During our exchange, he told me, **"My overall business is not highly concentrated in any single channel. Traditional small stores, KA hypermarkets, O2O home delivery e-commerce, B2C e-commerce, B2B e-commerce, community e-commerce, social e-commerce... each channel accounts for less than 10%."**
This is the real business situation of a distributor, perhaps an isolated case, but it is enough to enlighten FMCG manufacturers. The channel fragmentation and diversification we have been talking about in the past have finally become a business reality.
Community group buying, short video e-commerce, O2O, warehouse membership stores—wave after wave of new channels and new dividends are coming one after another.
**The Interwoven New Business Has Arrived**
The emergence of the pandemic does not seem to have set business back; on the contrary, it has spurred tremendous progress. Looking back over the past year or more, the emergence and iteration of new business formats may be more than the total of the previous five years.
**1. O2O**
O2O began in 2013, marked by Suning's announcement of unified online and offline pricing. After 8 years of development, O2O has become a very mature business model in the catering and service industries. In the past two years, supermarket-style O2O has begun to flourish, with both self-operated and platform-based models. According to the South China snack food distributor, O2O sales represented by PUPU Supermarket and Dingdong Maicai have risen very significantly over the past year or so.
In the past, these O2O platforms mainly focused on fresh produce and fruits, but now more and more standardized FMCG products beyond fresh produce are becoming growth sources. Although for some platforms these are still supplementary items, their proportion is bound to rise in the future.
Similarly, for FMCG manufacturers, entering the market heavily now will certainly bring dividends.
**2. B2B**
When it comes to B2B, most people think of JD's Zhangguibao and Alibaba's Lingshoutong. After nearly 5 years of evolution, B2B seems to have faded and lost its vitality. But this year, we have also found that many distributor-led B2B models are shining. There are also "group wholesale" businesses led by regional community group buying platforms, empowering community store leaders, which are emerging in some regions. Although not yet mainstream, judging from the enthusiasm of some regional distributors, the willingness is very strong. B2B may no longer be led by national platforms, but regionally, the heat of B2B remains undiminished.
**3. B2C**
B2C, represented by e-commerce platforms like JD and Taobao, has gradually become the infrastructure and basic platform for business. **However, social and content platforms represented by Douyin, Kuaishou, Xiaohongshu, and mini-programs are gradually shifting from new traffic to new e-commerce.** For FMCG manufacturers, the attitude towards new traffic is **to reach consumer groups and have communication value**; the attitude towards new e-commerce is **traffic can be directly converted into sales, which has more business value**.
**4. B2B2C**
For FMCG products, in the past, it was almost impossible to directly connect with consumers. If they buy your product, that's already good; wanting to contact me anytime, anywhere—how could that be possible! But now, with the popularization and application of new technologies, it is basically achievable. In addition to improving the efficiency of the overall channel and transparent digital management, it can also achieve direct connection with consumers. Of course, the application methods and purposes vary by enterprise. For example, the cooperation between Tencent Youma and Luzhou Laojiao, Cainiao and Mengniu, Tsingtao Beer and Ande Zhilian. Some are for membership, some for retail, some for management. B2B2C, in 2021, I think it will still be a key area of focus for FMCG manufacturers, because the project is huge and involves the fundamentals of offline channels, so continuous exploration and optimization are needed.
**5. Community E-commerce**
Although community e-commerce also belongs to the new retail O2O field, I still list it separately because the links involved are too important for FMCG manufacturers. Community group buying, after half a year of "suppression," has basically calmed down. But its impact on the market is enormous. This impact is not only short-term sales pain, but also a change in business awareness among every participant in the chain.
If B2B successfully brought community store owners online, allowing them to order via apps, mini-programs, and official accounts, community group buying successfully educated store owners that the surrounding consumers they know have such great value, and they can use communities and WeChat to do business with them. Regarding community e-commerce, it is unlikely to completely avoid its impact, but overall, three principles should be established: **First, set standards; second, create differentiation; third, respond quickly.**
**6. Short Video E-commerce**
The two major short video e-commerce platforms, Douyin and Kuaishou, have become new traffic pools for FMCG manufacturers. This year, I have heard more than one brand friend say that they are heavily investing in Douyin this year. Looking at the category path covered by e-commerce, first beauty and clothing, 3C digital and home appliances, and finally food. **Entering now still has certain dividends. But if you wait until the end of the year, when the platform recruitment is completed and the supplier structure is built, then entering will definitely cost a lot.**
Faced with these dazzling changes, the rise of new traffic, new channels, and new e-commerce, what exactly should FMCG manufacturers do? **Listening to industry interpretations, seeing practical cases, and hearing first-hand accounts are the most effective.**
From August 24 to 26, in Shanghai, the 2021 (4th) China FMCG Conference hosted by New Distribution will focus on the core theme of **Digitalization · Leap Exploration**, discussing countermeasures under the new business environment. Centered on **"Industry Frontier Hub" + "Practical Exploration New Cases" + "Industry Connection New Growth"**, with **100+** heavyweight guests and **10** thematic forums, it will bring a feast of ideas about industry trends for FMCG practitioners!
Some of the confirmed heavyweight guests so far include: **1. Tao Shiquan, Founder of Jiangxiaobai; 2. Yao Xuhong, General Manager of Meiyijia Holdings Co., Ltd.; 3. Bi Chaojiao, General Manager of China Resources Snow Breweries (China) Marketing Center; 4. Yang Hongbin, Vice President of Junlebao Dairy Group; 5. Jin Yanze, Chief Data Officer of Uni-President Group; 6. Guo Xulin, Assistant to the President of Hema Fresh; 7. Li Zhihong, Senior Vice President and Director of Xibei Catering; ....**
**3000+** industry audience, **1500+** first-line brand executives, **1000+** new e-commerce platforms & regional leading distributors, 3 full days. Everything you want to know about the latest industry trends, latest changes, latest models, and latest business is here!
**Are you "watching" me?**


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