---
title: "Small Mini Programs, Big Impact: WeChat Empowers FMCG Enterprises to Achieve Channel Digitalization"
description: "Digitalization is an inevitable topic for FMCG companies and a key driver of industry growth. WeChat Mini Programs, with their wide user reach and convenience, are helping brands digitalize their distribution channels, enhance service efficiency, and expand consumer touchpoints."
author: "茹璇"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2022-12-05"
language: "en"
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# Small Mini Programs, Big Impact: WeChat Empowers FMCG Enterprises to Achieve Channel Digitalization

> Digitalization is an inevitable topic for FMCG companies and a key driver of industry growth. WeChat Mini Programs, with their wide user reach and convenience, are helping brands digitalize their distribution channels, enhance service efficiency, and expand consumer touchpoints.

**Introduction: Online visualization of business greatly improves service efficiency and provides more consumer touchpoints.**
For FMCG companies, digitalization has been an inevitable topic in recent years and is regarded as an important proposition for industry growth. How does WeChat help FMCG companies answer this proposition? We will briefly discuss this in this article.
First, when talking about digitalization, channel digitalization must be mentioned, and it is the first step of comprehensive digitalization. Breaking it down, a channel essentially represents the route of commodity circulation.
In the FMCG industry, there are two main circulation routes: **The first is the direct connection between the brand and consumers through products**, which is the core touchpoint in the FMCG industry; **the other is the distribution system that delivers goods to countless mom-and-pop stores, connecting consumers through terminal stores**, which is the second core touchpoint for FMCG brands to reach consumers.
Ultimately, channel digitalization boils down to continuously accumulating and analyzing data along these two routes to improve the efficiency of commodity circulation.
**"Small" Mini Programs, "Big" Energy**
Speaking of WeChat Mini Programs, I believe everyone is already familiar with them. As an application tool that requires no download and can be used anytime, they provide consumers with more convenient lifestyles in all aspects of life.
We have seen several obvious changes since the birth of Mini Programs. First, merchants' positioning of Mini Programs has changed: from common traffic acquisition on e-commerce platforms to focusing on private domain accumulation, and gradually developing to the current combination of public and private domain linkage, fully leveraging relevant data for refined operations. At the same time, they have shifted from purely pursuing data scale to thinking about how to apply this data.
In the FMCG industry, the first core touchpoint for communicating with consumers is the product, and the second is the terminal store.
It is reported that the online penetration rate of FMCG is only about 10%-20%, and most commodity circulation still occurs offline. **Terminal stores remain a very critical role in channel digitalization, undertaking the vast majority of commodity circulation tasks in the FMCG industry.**
As the WeChat platform, we also see a second change: brands, which previously relied on core categories to build mindshare and cooperated with distributors at all levels to expand markets, are now increasingly eager to empower distributor partners and cooperatively establish store owner operation systems, thereby reaching consumers more efficiently.
Our distributor partners have also transformed from mere fulfillment parties to brand business partners. They also hope to leverage their understanding of local customer conditions to advise brands on local promotions and strive for more brand resources to achieve efficient operations.
**Channel Digitalization**
**WeChat Mini Programs Tailored for It**
According to Tencent's Q3 financial report, Mini Program daily active users exceeded 600 million, a year-on-year increase of over 30%, and their average daily usage times grew even faster, with a year-on-year increase of over 50%.
On the one hand, with WeChat's extensive user reach and the convenience of Mini Programs supporting the real economy, Mini Programs serve more commercial and livelihood service application scenarios, deepening their application in major industries such as food and beverages, clothing, and department stores. Offline merchants and brands in these industries are increasingly integrating their membership and points systems with Mini Programs and establishing multi-channel retail systems through them.
For example, users use the health code Mini Program for health and itinerary verification, with cumulative visits exceeding 320 billion times since the beginning of this year.
At the same time, with extensive user reach and products like Mini Programs and Tencent Meeting, they serve society in key user scenarios and help digitalize offline industries.
On the other hand, in empowering terminal stores, Mini Programs help terminal store owners open the brand's/distributor's B2b Mini Program anytime on WeChat to view the latest brand activity information, restock, and obtain official services. Sales representatives can also use B2b Mini Programs for targeted interactive communication, combining online and offline approaches to efficiently serve store owners.
Moreover, WeChat Mini Programs are convenient to use, require no download, and can reach users flexibly. Based on this convenient and fast feature, terminal store owners can track data promptly and quickly.
Therefore, brands or distributors typically build their own B2b Mini Programs or use those provided by service providers to cover terminal stores. Stores can place orders and restock 24/7 on WeChat Mini Programs, interact with store owner friends, and view after-sales tracking in real time. Brands can also identify the execution of sales representatives' tasks through store owners' browsing and operation behaviors on the Mini Program.
After years of development, brands using WeChat Mini Programs for channel digitalization projects have reported that they have personally felt that **the channel network is becoming more transparent, data accumulation and analysis are more accurate, and they can adjust to the market in a timely manner.**
**In the Future, WeChat Hopes to Explore More**
In the past, the Mini Program ecosystem achieved rapid growth in the FMCG industry. Behind this rapid growth, on the one hand, brands used "code + Mini Program mall" for DTC exploration; on the other hand, as the commercial infrastructure of Mini Programs continued to improve, merchants extended the connection reach of Mini Programs to the vast offline small store system, combining product capabilities to build B2B business platforms that fit their own business models.
It is evident that **online visualization of business greatly improves service efficiency and provides more consumer touchpoints.**
In the future, Mini Programs will make more optimizations and directional explorations in the FMCG industry.
For example, in the past few years, through B2b ordering malls, Mini Program live-streaming ordering sessions, and store marketing, Mini Programs are helping brands directly connect with consumers and store owners, becoming the preferred choice for channel digitalization for more FMCG enterprises.
It is reported that WeChat is also planning to provide more capabilities from both product and operation aspects to accelerate the operational efficiency of B2b channels. On the product side, it will provide more exclusive product capabilities for B2b scenarios and support more B2b scenario service providers.
Clearly, with the assistance of Mini Programs, first, **channel management becomes more transparent and efficient. With the connection and reach capabilities of Mini Programs, merchants can save energy to improve services for key small stores while expanding to more stores;**
Second, **the accumulation of data assets deepens the understanding of small store businesses, enabling more precise services such as guiding store displays and operational optimization.**
It can be said that in the process of various tools in the WeChat ecosystem assisting the FMCG industry, the industry has also seen greater possibilities for Mini Programs in the future.
We also believe that with the continuous improvement of digital capabilities, more enterprises and service providers will use WeChat and Mini Programs to help countless small stores do better business, making the world a warmer place.
Ru Xuan, head of the FMCG industry at the WeChat Mini Program team, is responsible for the application of the FMCG industry across all scenarios within the WeChat ecosystem, helping FMCG enterprises achieve efficient growth in WeChat through product capabilities and industry solutions.
_PS: Friends interested in the on-site speech content can follow the recent push of the "New Distribution" WeChat official account. We will compile and publish all guest speeches for readers._
_Click **Read the original text** to see more highlights of the 7th China FMCG Channel Innovation Conference..._


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