---
title: "Serving Multiple Fortune 500 FMCG Leading Brands, Heyin Helps Brands Achieve Omni-channel New Retail Growth"
description: "In recent years, two offline retail formats have maintained rapid growth that every brand must pay attention to: discount retail and instant retail. One focuses on cost-effectiveness, the other on convenience. Today we focus on instant retail. Besides self-operated platforms like Dingdong Maicai, PUPU Supermarket, and Hema, the mainstream instant retail we discuss mainly refers to instant O2O platforms represented by Meituan Flash Purchase, Ele.me, JD Daojia, and Duodian. Compared to traditional online e-commerce and offline supermarkets, these mainstream instant retail platforms have significant differences..."
author: "袁来"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2024-08-12"
language: "en"
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# Serving Multiple Fortune 500 FMCG Leading Brands, Heyin Helps Brands Achieve Omni-channel New Retail Growth

> In recent years, two offline retail formats have maintained rapid growth that every brand must pay attention to: discount retail and instant retail. One focuses on cost-effectiveness, the other on convenience. Today we focus on instant retail. Besides self-operated platforms like Dingdong Maicai, PUPU Supermarket, and Hema, the mainstream instant retail we discuss mainly refers to instant O2O platforms represented by Meituan Flash Purchase, Ele.me, JD Daojia, and Duodian. Compared to traditional online e-commerce and offline supermarkets, these mainstream instant retail platforms have significant differences...

In recent years, two offline retail formats have maintained rapid growth that every brand must pay attention to. One is **discount retail**, and the other is **instant retail**. One focuses on cost-effectiveness, the other on convenience. Today we focus on instant retail. Besides self-operated platforms like Dingdong Maicai, PUPU Supermarket, and Hema, the mainstream instant retail we discuss mainly refers to instant O2O platforms represented by Meituan Flash Purchase, Ele.me, JD Daojia, and Duodian. Compared to traditional online e-commerce and offline supermarkets, these mainstream instant retail platforms have significant differences:

**First,** compared to online e-commerce, goods are stored in large warehouses across regions, and delivery is completed via express in 1-3 days. In contrast, instant retail O2O goods are mainly in offline retail stores, possibly in supermarkets, convenience stores, or intermediate warehouses. Consumers purchase online, and delivery is fulfilled nearby, arriving within 30 minutes.

**Second,** compared to offline supermarkets, consumers must physically go to the store to purchase. In instant retail, consumers buy on online O2O platforms without needing to visit the store. Based on geographic location, they purchase goods from nearby stores, and riders deliver within 30 minutes, allowing them to buy needed items without leaving home. I believe this is the most direct and simple understanding of instant retail for most industry practitioners. As younger generations become lazier, instant retail will grow rapidly in the future. **I used to think this way too, but after an in-depth exchange with Mr. Bei Nianjun, founder of Heyin Network, I realized that the value of instant retail to an FMCG brand manufacturer is far more than just a difference in sales channels.** I will share the true value of instant retail to FMCG brand manufacturers below. But before sharing, I must introduce **Heyin Network.** Whether it's the instant retail platforms explaining their value to FMCG brands, or a single brand interpreting the significance of instant retail platforms, neither is comprehensive or three-dimensional, and the perspective is singular. A third-party perspective is necessary for objectivity. Heyin Network is a new retail service provider centered on omni-channel brand marketing, omni-channel operation management, and omni-channel data management. It has received industry honors such as "Meituan Best Service Provider," "Duodian Best Partner," and "JD Daojia Excellent Service Provider," and is the preferred omni-channel new retail partner (Omni-Partner) for over 40 international FMCG and pharmaceutical/health brands on new retail platforms. After reading the brief introduction above, I think you can understand why we asked Mr. Bei from Heyin Network to discuss the value of instant retail to FMCG brands. This article will use a new perspective to help you understand the current value of instant retail to FMCG brands.

**Scenario Insight**

**Business Growth** Before starting, Mr. Bei Nianjun shared a story about a biscuit brand achieving growth on Meituan Flash Purchase. In 2022, while serving a biscuit brand, Heyin Network observed that in orders on the Meituan delivery platform, during the afternoon period from 15:00 to 16:00, orders from office buildings (defined by Meituan Flash Purchase as the afternoon tea scenario) showed significantly higher sales for this brand compared to other scenario tags. Why did this brand's cookies see notable sales growth during afternoon tea? On reflection, it's easy to understand: in the afternoon, people feel a bit hungry and want a snack, and office workers need an energy boost. With this scenario insight, Heyin Network launched a series of afternoon tea scenario content for the biscuit brand, placed on instant retail platforms, guiding more office white-collar workers to open the O2O platform app when they have afternoon tea needs and actively choose this brand's cookies rather than other options (like cakes). The result was clear: from 2022 to now, the biscuit brand achieved an average annual compound growth rate of over 40% in transaction value around the "afternoon tea" scenario. Additionally, the brand's ranking in the snack food category rose from NO.20 to NO.14. Bei Nianjun said, **The biggest difference between instant retail and other retail formats is that the consumer's purchase scenario and usage scenario are seamlessly connected. After a need arises, they purchase immediately and use it within about 30 minutes.** Instant retail is not only immediate in physical time but also immediate in consumer emotional time. For a manufacturer, through consumers' orders on instant retail platforms, they can clearly understand what the consumer needs at that moment and what scenario they prefer. In contrast, online e-commerce and offline supermarkets only show the purchase scenario, without knowing what need or scenario triggered the purchase. Without immediate data feedback (order time, purchase address, demographic profile), it's impossible to capture relatively accurate scenarios, and thus impossible to achieve business growth in the instant retail format. That's not all. Bei Nianjun continued, **With scenario insights from instant retail, a brand can amplify that scenario, gaining business increment while establishing scenario-based mindshare with target consumers.** **Then, this scenario mindshare can be spread across platforms, such as Xiaohongshu, Douyin, and even offline supermarket stores, achieving overall brand business growth.** I think this story is relatively simple to understand, illustrating the logic of the difference between instant retail and traditional sales channels, and its value to brand manufacturers. **To this end, Heyin Network has summarized instant retail in four characters: "心动·即得" (Heartbeat, Instant Gratification).**

**Instant Retail 2.0: Supply, Demand, Precision** According to the "Instant Retail Industry Development Report (2023)," instant retail has maintained an average growth rate of over 50%, with the market size reaching 504.286 billion yuan in 2022, and it is expected to triple by 2025. In 2024, Heyin Network's judgment is that instant retail has entered the **2.0 stage.** What is the 2.0 stage? There are two hallmark features:

**First,** compared to the 2.0 stage, 1.0 was still about platform traffic dividends, plus the market dividend driven by the pandemic. For brands, rapid growth could be achieved through basic operational promotional tactics like discount coupons and gift coupons. **But in the 2.0 stage, in addition to basic operations, what's needed is automated, modular, and precise scenario-based operations.**

**Second,** looking at the sales share of leading brands in instant retail, it has already reached 10%. This means that for leading brands, this is already a mainstream channel, no longer a new channel or format, and it has been formally incorporated into the brand's strategic business framework. **Bei Nianjun continued, "The 1.0 traffic dividend is over. As consumer mindshare matures, brands in the instant retail field need to focus on the four characters '供·需·精准' (Supply, Demand, Precision)."** Let's break this down one by one.

**Supply — When consumers place orders on instant retail platforms, can the offline goods efficiently match supply?** Within Heyin Network's omni-channel new retail service system, there is a "Supply-Demand Compass" that can match the supply status of a specific city or street. It upgrades the traditional distribution system to form a new warehouse-store model with dual-line operations, focusing on fine granularity (streets), core cells, and 24/7 supply. There are three types of supply: KA supply (including NKA and LKA stores, with linkage between stores and platforms); circulation store supply (TT small store supply, whether it is effectively listed on the platform); and new supply (supply from instant retail platform intermediate warehouses, whether there is a layout). For a brand, this involves overall channel operation goals: channel listing goals, channel investment goals, etc.

**Demand — The brand's insight into consumer demand scenarios on instant retail platforms.** This corresponds to the brand marketing department. How to co-create on instant retail platforms based on brand strategy? What scenarios to create? What mindshare to capture? More practically, how to promote new products on the platform and establish strong mindshare with consumers.

**Precision — Through omni-channel digital intelligence operations, effectively connect supply and demand, and match precisely.** **In Heyin Network's words: On the left hand, create more scenarios to capture flickering needs. On the right hand, use the city and street as a compass map to complete offline supply layout and distribution.** Combining the business goals of "Supply, Demand, Precision," Heyin Network, after years of development, is no longer a single instant retail operation service provider, but a company that integrates omni-channel marketing, omni-channel channels, omni-channel digital intelligence, and omni-channel branding. Combined with the methodologies accumulated from serving many leading brands, and the operational capability model above, the future goal is to create a one-stop omni-channel new retail operation and management service specifically for small and medium brands. This helps small and medium brands achieve layout and growth in the new retail field, from top-level category insights, to single product development, to frontline supply chain optimization.

**Challenges under Omni-channel New Retail** Of course, helping small and medium brands achieve omni-channel retail is not easy. Bei Nianjun admitted that although instant retail is well-known in the industry, truly understanding its underlying value still has a long way to go, with many challenges. These challenges include three levels:

**First, unclear investment logic for instant retail.** Simply treating instant retail as a channel, a promotional expense, or an advertising expense, and then looking at ROI, is typical channel traffic thinking. As clearly elaborated in the first part, instant retail is not a single channel; it includes brand building, consumer scenario insight, and mindshare establishment.

**Second, new retail is not static.** At this point, brands need sufficient patience rather than pursuing short-term gains. In the past, retail channels were fragmented, and the effects of brand advertising and offline purchases were difficult to evaluate and measure directly. But new retail is integrated: purchase equals use, and ads can immediately identify whether consumers place orders and the sales amount. Heyin Network believes that brands should treat omni-channel retail as the "first stop" of business operations, based on scenario insight and mindshare establishment, then expand to online e-commerce and offline retail.

**Third, organizational structure challenges.** FMCG brand organizational structures often have sales, brand, and marketing departments that are siloed, each with its own interests, while omni-channel retail pursues multi-party collaboration. Therefore, the interest system and process system need to be reshaped. "Although it's difficult, it's difficult but correct. Fortunately, some leading brands and Heyin Network are already exploring and practicing ahead. Heyin Network hopes to change the industry, from low-level pure traffic thinking to insight into scenarios, combining marketing, sales, and branding to complete the brand's omni-channel systematic construction," said Bei Nianjun.

**Final Thoughts**


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