---
title: "Towards Retail Digital Intelligence: Building Omnichannel Growth"
description: "From Tencent's perspective, this article discusses the 'BC Integration' solution and its application scenarios. Li Youxiang, Director of Tencent Smart Retail Industry Solutions, shared insights at the Fifth China FMCG Conference's 'BC Integration' forum, and New Distribution has compiled the essence of his speech."
author: "李有祥"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2023-10-28"
language: "en"
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---

# Towards Retail Digital Intelligence: Building Omnichannel Growth

> From Tencent's perspective, this article discusses the 'BC Integration' solution and its application scenarios. Li Youxiang, Director of Tencent Smart Retail Industry Solutions, shared insights at the Fifth China FMCG Conference's 'BC Integration' forum, and New Distribution has compiled the essence of his speech.

__From Tencent's perspective, how to view the 'BC Integration' solution and its application scenarios.__
__Li Youxiang, Director of Tencent Smart Retail Industry Solutions, delivered a keynote titled 'Towards Retail Digital Intelligence: Building Omnichannel Growth' at the 'BC Integration' forum of the Fifth China FMCG Conference. New Distribution has compiled the essence of his speech (with edits) for our readers.__
**Trends and Value of BC Integration**
**From a trend perspective,** consumers' mobile habits and the arrival of Gen Z and post-90s have changed consumption patterns—fragmentation, online presence, and community orientation demand continuous improvement in service capabilities.
**From a terminal perspective,** the vast majority of FMCG business—over 90%—still occurs offline. How to better stimulate and drive offline channels is the essence of business growth.
**From an enterprise perspective,** with the linkage between online and offline, private and public domains, brands and enterprises have entered an era of omnichannel operations.
In this context, how to create synergy between B-end and C-end, leveraging consumer insights accumulated by C-end brands to drive channel business growth, is a new approach to business growth breakthroughs.
**From a growth perspective,** BC integration connects the entire chain, enabling transparent chain analysis, data analysis, and problem analysis; precise marketing strategy deployment from a channel perspective; and faster identification of issues when growth slows or revenue declines. From this angle, the necessity of BC integration is evident.
**BC Integration Digital Solution**
**From Tencent's perspective, FMCG companies need not only consumer digitalization on the C-end but also channel digitalization on the B-end, and continuous linkage between B and C to drive dual-engine growth.**
From a full-chain perspective, F2B2b2C has three major tiers, dividing BC integration into three progressive approaches:
**First, connecting the chain.** The logic is how to quickly connect the chain from factory to distributor to store terminal to consumer—this is a technical issue.
**Second, optimizing services.** Once the chain is connected, how to use digital tools to make services at each node more efficient and cost-effective.
**Third, driving growth.** Performance growth is the ultimate goal of enterprise operations; how to rapidly improve performance and achieve more growth is the purpose of digitalization.
**1. Connecting the Chain**
From the chain perspective, as mentioned earlier, the 'Five Codes in One' approach—from factory production line transformation, to scanning at shipment, distributor scanning, terminal shelving, and consumer in-bottle scanning—can connect the entire process.
From the factory perspective, with 'Five Codes in One,' scanning pallet codes and outer box codes at shipment allows quick visibility of the entire chain from factory to various distributors.
From the b-end (store) perspective, since b-end information is often imprecise, the first step is to enable more accurate uploading of store information, such as registration and red packet collection. The second is to accelerate product shelving, accompanied by points and scan-to-win incentives, mobilizing b-end capabilities through system deployment.
From the C-end perspective, for example, in-bottle code scanning with red packets and community operations activates C-end users, ultimately making person-product-place matching more precise and linking C-end and B-end business.
**2. Optimizing Services**
From a service perspective, connecting the chain is like giving soldiers a gun; optimizing services is about providing ammunition to help them perform better in battle.
First, content is crucial. For brands, quickly distributing PGC and UGC content to terminals or sales guides requires strong content platform capabilities. With Tencent's AI capabilities, fresh content can be generated rapidly.
Second is training and skill development for frontline sales personnel. From brand to distributor to terminal, a series of training and enablement platforms are needed to help sales reps professionally communicate brand information and promotional activities, supporting product sales and terminal relationship maintenance.
For capital flow, Tencent provides an integrated settlement platform to address financial reconciliation and clearing, ensuring fast, compliant, and secure fund distribution to terminals.
In data, we have store terminal data, product label data, and consumer data. We need to consider how to integrate and analyze person, product, and place data on one platform, building a multi-dimensional data platform to support rapid store operation decisions and improve efficiency.
In consumer operations, scan activities are no longer just about giving a few cents in red packets to motivate scanning. Many brands are exploring innovative marketing methods, such as metaverse and digital humans, to drive C-end scanning frequency through stronger interaction.
**3. Driving Growth**
From a growth perspective, store terminals remain crucial touchpoints for channels. In this scenario, Tencent's massive location-based big data capabilities can help brands or distributors quickly understand the market, verify the accuracy of existing store terminals, and identify potential untapped terminals, rapidly expanding coverage in blank markets. This is Tencent Maps' DRTM capability.
There are also more innovative approaches, such as brand-influenced livestreaming, where distributors or terminals share broadcasts to drive consumer conversion without affecting offline pricing, with final sales attributed to the respective terminal and distributor accounts.
Digital human livestreaming is also prevalent; we can distribute coupons during these streams and guide consumers to the nearest distributor or terminal for redemption, bringing more foot traffic and business to offline touchpoints.
When we have many consumers, as mentioned, precise marketing campaigns can improve marketing efficiency. This is Tencent's Qidian Marketing CDP and MA system.
For BC integration mechanics and multi-level B-C pull, a multi-level rebate system can be implemented: when C-end scans, the five-code association links to the upstream b and then B, using full-chain incentive linkage to increase B-end and C-end scanning probability.
We also know that many offline C-end CRM systems exist; in store terminals, a BCRM system can be built for digitalized association management of offline points of sale, similar to CRM.
The above case demonstrates how offline big data capabilities identify precise core audience distribution, enabling targeted advertising, offline promotion, and store execution to more accurately reach target groups.
Tencent Smart Retail leverages Tencent's ecosystem to provide technical, transactional, and collaborative capabilities, with numerous industry client cases and accumulated experience. We hope to communicate and progress together.
Finally, I wish everyone prosperous business. Thank you.
_PS: For those interested in the live speech content, please follow the New Distribution WeChat official account for recent posts, where we will compile and publish all speakers' speeches for our readers._
_Click 'Read Original' to view more highlights from the Fifth China FMCG Conference and the First China FMCG Distributor Conference..._


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