---
title: "Winning the Omnichannel Competition: Brands Need a Good Partner"
description: "In the era of omnichannel competition, all brands have no way back. The so-called 'omnichannel competition' means that you may encounter competition from any opponent, at any time, in any space, in any category, using any means, and nothing is predictable anymore. Omnichannel competition includes several layers of meaning. First, besides traditional 'friendly competitors', brand owners face more opponents from any field. Previously, they might have been an FMCG manager, an internet celebrity, a chef, an investor, a media person, an IT person, or even..."
author: "陈文石"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2021-07-12"
language: "en"
canonical: "https://xinjignxiao.com/en/articles/winning-the-omnichannel-competition-brands-need-a-good-partner-a3e898d1/"
markdown: "https://xinjignxiao.com/en/articles/winning-the-omnichannel-competition-brands-need-a-good-partner-a3e898d1.md"
original_source: "https://mp.weixin.qq.com/s/obHw13Xrcgno_4CEung1YA"
translation: "https://xinjignxiao.com/zh/articles/%E6%89%93%E8%B5%A2%E5%85%A8%E5%9F%9F%E7%AB%9E%E4%BA%89%E4%B8%80%E6%88%98-%E5%93%81%E7%89%8C%E5%95%86%E9%9C%80%E8%A6%81%E4%B8%80%E4%B8%AA%E5%A5%BD%E4%BC%99%E4%BC%B4-a3e898d1.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/winning-the-omnichannel-competition-brands-need-a-good-partner-a3e898d1/"
usage_policy: "https://xinjignxiao.com/ai-policy.txt"
---

# Winning the Omnichannel Competition: Brands Need a Good Partner

> In the era of omnichannel competition, all brands have no way back. The so-called 'omnichannel competition' means that you may encounter competition from any opponent, at any time, in any space, in any category, using any means, and nothing is predictable anymore. Omnichannel competition includes several layers of meaning. First, besides traditional 'friendly competitors', brand owners face more opponents from any field. Previously, they might have been an FMCG manager, an internet celebrity, a chef, an investor, a media person, an IT person, or even...

**In the era of omnichannel competition, all brands have no way back**
**The so-called 'omnichannel competition' means that you may encounter competition from any opponent, at any time, in any space, in any category, using any means, and nothing is predictable anymore.**
Omnichannel competition includes the following layers of meaning.
**First, besides traditional 'friendly competitors', brand owners face more opponents from any field.**
Previously, they might have been an FMCG manager, an internet celebrity, a chef, an investor, a media person, an IT person, or even a game developer, but now, they might enter the FMCG industry and create a brand overnight.
The world's most powerful manufacturing in China provides any entrepreneur with ideas the ability to go from concept to product, with extremely low barriers.
**Second, the battle for sales opportunities will occur at any time, in any scenario, and in any channel.**
The line between online and offline is increasingly blurred, moving towards integration. Any consumer, anywhere, can make an impulse purchase and complete a transaction in the moment they are moved. But at the same time, they are willing to wait for the product to arrive for an increasingly shorter time.
In the era of cake growth, peers were relatively peaceful. When online dividends decline, offline becomes difficult, and new brands emerge endlessly, with too many monks and too little porridge, the FMCG market falls into fierce involution, entering an inevitable era of omnichannel competition.
Online must attack offline, and offline naturally cannot sit idly by.
All FMCG brands have no way back but to win. Only brands that become winners in this omnichannel competition are qualified to survive in the next decade.
One of the keys to winning this omnichannel competition is to see who can capture more sales scenarios and opportunities, especially long-tail order sales opportunities. But how to obtain more sales opportunities is not the focus of this article.
**Omnichannel competition fulfillment: BC integration is a landmark breakthrough**
Why is it said that the traditional distributor warehousing and distribution system, including e-commerce express, cannot adapt to the fulfillment needs of omnichannel competition?
The order fulfillment requirements of omnichannel competition have the following characteristics:
**1. All aspects of omnichannel competition must be online and digital.**
This point is self-evident; what cannot be digitized cannot be shared or optimized.
In omnichannel competition, response speed is the most critical. Only when every link in the entire chain, from online operations, order generation, to warehousing and distribution delivery, responds in milliseconds, can the entire chain achieve the fastest speed and optimal efficiency.
Therefore, being online and digital is the foundation of omnichannel competition. Without this foundation, omnichannel operations do not exist.
**2. Fulfillment in omnichannel competition must meet the order needs of BC integration.**
Since it is omnichannel operations, there will inevitably be large B-end orders and small C-end orders, and one fulfillment system must satisfy all.
If BC orders are split into two fulfillment systems, costs in inventory, warehousing, distribution manpower, and other aspects will inevitably rise across the board. This is no different from the current fragmented online and offline operation model.
To be competitive in omnichannel competition, fulfillment must achieve BC integration. It must use one set of inventory and one set of operating systems to meet all omnichannel order needs.
**3. Fulfillment in omnichannel competition must meet the diverse needs of different channels and different orders.**
Orders generated by omnichannel operations are inevitably multi-channel and diverse, and fulfillment operation needs are also diverse. C-end express orders are relatively standard, and this diversity mainly arises in B-end orders.
B-end orders often come from various sales channels. Once they involve wholesale distribution, retail terminals, special channels, community group buying, etc., delivery becomes complex.
Now, we can make an important judgment: **In the era of omnichannel competition, in addition to the contest of omnichannel operation capabilities, there is also a contest of omnichannel order fulfillment capabilities.**
Brand owners obviously cannot build such a fulfillment system on their own; they must rely on a partner to build it. But is there such a logistics partner that can provide brand owners with high-quality omnichannel order fulfillment services?
Yes, there is!
**Annto Intelligence, a strategic partner for brands in omnichannel competition**
Annto Intelligence's 'One Inventory' model also carries the warehousing, distribution, and delivery-installation integrated services for Midea Group's nearly 300 billion yuan in orders annually.
**1. What is Annto Intelligence's 'One Inventory'?**
In the omnichannel war among FMCG brands, what kind of solution is Annto Intelligence's 'One Inventory', and what services and value can it provide?
What is 'One Inventory'? 'One Inventory' means pulling through the production end and distribution end, managing the inventory of e-commerce, direct operation, KA, circulation, new retail, and special channels in one system, integrating online and offline channel inventory into 'one inventory', solving the problems of multi-level distribution and inventory waste in traditional supply chains, and promoting full sharing and rapid turnover of inventory.
In plain language, 'One Inventory' means that on the basis of full-chain digitalization, all sales channels in a sales area, including online and offline, share one inventory, and every order (BC integrated) in the area can be fulfilled with the minimum number of logistics movements, the lowest cost, and the most personalized and precise service.
The greatest value of inventory sharing is that while seizing all omnichannel sales opportunities, the safety stock level is greatly reduced. On the one hand, it saves costs; on the other hand, it ensures that all customers receive the freshest products, and the fresher the product, the stronger the competitiveness.
In addition, through the 'One Inventory' model, what originally required five or six trips to reach the store can now be done in at most two trips; originally, a single brand owner's thousands of distributor warehouses can become a hundred, and warehouse area is greatly reduced.
The results of cooperation between Annto Intelligence and many FMCG brands prove that all customers' inventory turnover days, warehouse costs, and logistics costs have been significantly reduced.
**2. Why can Annto Intelligence do 'One Inventory' well?**
First, Annto Intelligence has cultivated a professional combat team. When any brand wants to access the 'One Inventory' service system, Annto Intelligence's FMCG professional team can help the brand owner analyze the problems they will face and provide customized solutions.
Second, Annto Intelligence has built a digital logistics information system that can handle inventory centers, order centers, etc., in a middle-platform manner, and uniformly manage and dispatch fulfillment for different channel levels and different types of orders.
For customers, 'One Inventory' not only allows real-time understanding of inventory data at each node, nearby dispatch and overall management based on sales conditions of different channels, but also connects online and offline, reducing conflicts between online and offline channels, and creating greater market growth.
Over the years, Annto Intelligence has formed a warehousing and distribution logistics network with great breadth and depth. Currently, it has 5 million square meters of warehousing area nationwide, 136 distribution centers, 200,000 distribution routes, and more than 3,000 delivery and installation outlets, enabling seamless omnichannel order fulfillment services to 2,875 districts and counties and 39,000 townships nationwide.
**3. Why did they choose Annto Intelligence?**
Annto Intelligence has been deeply involved in the FMCG industry for 20 years and has served many well-known domestic FMCG brands, including Liby, Weilong, Want Want, Uni-President, Tsingtao Brewery, Jiannanchun, Feihe, Blue Moon, and a large number of first-tier brands.
Why are so many first-tier FMCG brands willing to choose Annto Intelligence, and many even choose deep strategic cooperation?
In addition to the reputation and character that Annto Intelligence has accumulated through long-term high-quality 'One Inventory' services, the most important reason is that Annto Intelligence has established the value concept of 'co-build, co-create, co-share', that is, co-building capabilities, co-creating models, and sharing value, which is also the source of security for all Annto Intelligence customers.
With the help of Annto Intelligence's 'One Inventory' model, many FMCG brands have achieved great results in supply chain upgrading and omnichannel competition. For example, Tsingtao Brewery, as early as 2010, cooperated with Annto Intelligence in factory-to-distributor trunk transportation and RDC warehousing and distribution integration operations.
During the epidemic in 2020, Tsingtao Brewery accelerated its supply chain transformation process with the support of Annto Intelligence. During the epidemic, it quickly launched a series of measures such as contactless delivery, distributor plans, and million-community promotions, successfully achieving counter-trend growth in net profit.
**Win omnichannel competition to win the next decade**
In the era of omnichannel competition, no one can escape. Whether online or offline brands, they will eventually encounter omnichannel competition. FMCG brands and practitioners have no way back; they can only accept and face it. This is a huge leap of the times. Only brands that can build omnichannel competition capabilities have the qualification to continue to survive and develop in the future.
No brand can independently build all the capabilities of omnichannel competition. Choosing a good fulfillment partner for omnichannel competition is crucial to winning the war.
Those brand enterprises that cannot build omnichannel competition capabilities within three years will only gradually decline until they disappear, eventually turning into a faint sigh of the times.


---

## Copyright and AI use

This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL.

Contact: zhaobo258@gmail.com · +86 158 5481 7671