On June 18, the first session of the Regional B2b Platform & Key Brand Cooperation Seminar Salon concluded successfully!
The salon focused on the following topics:
- Regional B2b Platform & Key Brand: Cooperation Framework
- Jiapin Yunshi's Cooperation Directions and Cases with Key Brands
- Implementation Strategies for Regional B2b Platform and Brand Cooperation
- Omnichannel Cases of Trading + B2b Platform Cooperation with Key Brands
- Dialogue on Regional B2b Platform and Brand Cooperation
Over 20 regional B2b platform owners and sales heads from 12 brands gathered in Xi'an to discuss topics such as B2b platform cooperation and investment on platforms, aiming to improve brand penetration and coverage in downstream stores of B2b platforms.
From Cooperation to Win-Win: In-depth Discussion between Regional B2b Platforms and Key Brands
The salon kicked off with a visit to Jiapin Yunshi's smart warehouse. In the morning, New Distribution organized key brand representatives and B2b platform distributors to inspect the 24,000m2 warehousing center, observing the entire warehouse-picking-delivery operation and the intelligent AI sorting system. On-site staff provided detailed explanations of each step and answered questions from participants regarding equipment operations.
Subsequently, Yuan Lai, Chief Content Officer of New Distribution, delivered a presentation titled "Regional B2b Platform & Key Brand: Cooperation Framework," clarifying the differences between trading B2b platforms and traditional distributors, how platforms and brands can collaborate efficiently, key metrics, and further analyzing the underlying logic of cooperation.
Yuan Lai, Chief Content Officer of New Distribution
For brands and regional B2b platforms to collaborate better, they first need to clarify each other's core demands and marketing rhythm.
Clarifying core demands is fundamental.
Brands' main demands are:
- Whether the regional B2b platform can provide an annual or quarterly marketing calendar for advance planning;
- Manual orders with store sales data alone are difficult to pass internal audits for authenticity;
- Whether category-level data can be provided for benchmarking and setting reasonable targets;
- Whether a regular, scheduled, and effective communication mechanism can be established for joint business planning.
Regional B2b platforms' main demands are:
- Past long-term cooperation with local distributors makes it hard to sever ties, and there are concerns about disrupting the existing distribution system;
- Excessive control mentality. In the past, brands were the "gods" of distributors; now platforms and brands should be win-win partners;
- Investment must yield sales; focusing only on ROI is not cost-effective. Compared to supermarkets, small store formats have replenishment needs;
- Annual sales target design: regional B2b platforms pursue fast turnover (10-15 days) for healthy business.
In the afternoon, Fan Qi, founder of Jiapin Yunshi, shared "Jiapin Yunshi's Cooperation Directions and Cases with Key Brands," analyzing suppliers' survival strategies in the current environment and detailing the path of annual sales growth from 970,000 to 20 million in seven years, using the cooperation between Jiapin Yunshi and Lay's as an example.
Fan Qi, founder of Jiapin Yunshi
Next, Yunchuan, a regional B2b supply chain expert and founder of Shengyihao Consulting, shared "Implementation Strategies for Regional B2b Platform and Brand Cooperation."
Yunchuan, regional B2b supply chain expert and founder of Shengyihao Consulting
Luo Kai, General Manager of Luoyang Shendu Yigou, shared "Omnichannel Cooperation Cases between Trading Enterprises and B2b Platforms," systematically elaborating on the upgrade path from channel integration to ecosystem co-construction through actual cooperation cases.
Luo Kai, General Manager of Luoyang Shendu Yigou
After the training sessions, representatives from key brands such as Unilever were invited to speak, sharing their practices in cooperating with B2b platforms and future development plans.
In the final interactive Q&A session, regional B2b platforms and brands engaged in in-depth exchanges on channel integration, development strategies, and related issues.
Why Organize the Regional B2b Platform & Key Brand Cooperation Seminar Salon?
In the past, New Distribution has held multiple B2b study tours, but this is the first special seminar focused on in-depth dialogue between B2b platforms and brands.
Against the backdrop of profound channel transformation, distributors and brands generally face cooperation anxiety. The relationship between the two sides is becoming increasingly tense, with mutual blame occurring.
This often stems from a lack of consensus on role positioning, benefit distribution, and collaboration during transformation, and a lack of a professional venue for frank communication and consensus-building.
Regardless, all parties hope for better business, not confrontation.
At the crossroads of channel transformation, we need more than ever to establish a dialogue mechanism that allows brands and distributors to "sit down and talk thoroughly."
This series of salons aims to address such industry pain points: when everyone is seeking change, rather than working separately and competing, it is better to regularly sit down, compare notes, and combine resources and strengths for win-win cooperation!
"Tameng" hopes to visit various regions, exchange with outstanding regional B2b platform owners, find excellent practical cases and methodologies for cooperation with key brands, organize content, and discuss together!
🔺Scan the code for ticket inquiries🔺