---
title: "Yijigou: Building a Harmonious Channel Ecosystem"
description: "While B2C e-commerce platforms are engaged in price wars with no clear future, B2B e-commerce seems to exist in a different world. Yijigou, a B2B platform, achieved nearly 40 million yuan in transactions on Double 11 and surpassed 100 million yuan in total transactions within two months, covering over 20 cities. The company aims to become the mobile ordering platform for 10 million retail stores."
author: "尚阳"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2015-12-09"
language: "en"
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---

# Yijigou: Building a Harmonious Channel Ecosystem

> While B2C e-commerce platforms are engaged in price wars with no clear future, B2B e-commerce seems to exist in a different world. Yijigou, a B2B platform, achieved nearly 40 million yuan in transactions on Double 11 and surpassed 100 million yuan in total transactions within two months, covering over 20 cities. The company aims to become the mobile ordering platform for 10 million retail stores.

While B2C e-commerce platforms are engaged in price wars with no clear future, B2B e-commerce seems to exist in a completely different world: one side is a red ocean of price competition, while the other is a blue ocean of quiet profits.

"On Double 11, our daily transaction volume reached nearly 40 million yuan. Since August 4, Yijigou has covered more than 20 cities, and our platform's total transaction volume has exceeded 100 million yuan. In less than two months, Yijigou has surpassed the achievements of competitors who have been at it for one or even three years. This is the speed of Yijigou," said Zhang Jun, CEO of Beijing Yiji Network Technology Co., Ltd. (hereinafter referred to as "Yijigou"), to a reporter from Jiuye Jia.

Yijigou CEO Zhang Jun

"Our goal is to be the mobile ordering platform for 10 million retail stores," Zhang Jun admitted Yijigou's ambition. He expects that by the end of this year, Yijigou will cover 50 cities nationwide, with daily transaction volume exceeding 5 million yuan. Based on this data, Yijigou's annual transaction volume could reach as much as 1.8 billion yuan. Additionally, backend data shows that Yijigou's order volume doubles every week, and transaction amounts quadruple weekly, showing impressive growth.

**Bridging City General Distributors and Retail Stores**

"In the past, the internet was about building 'development zones,' like the birth of platforms such as Taobao and JD.com, which had conflicts of interest with offline channels from the start. Today, the internet's development relies on incremental growth, which is like 'old city renovation,' relying on innovation in existing stock. By optimizing channels and improving the profitability of existing retail terminals, we can achieve the internet transformation of the FMCG industry," said Lin Feng, Vice President of Hejun Consulting Group and General Manager of its Alcoholic Beverages Division.

Zhang Jun believes: "China's commodity circulation is vastly different from Europe, America, South Korea, and Japan. In these developed countries, goods go from manufacturers through trading giants and specialized logistics directly to retail terminals, achieving high distribution efficiency. However, domestic circulation is still stuck in the 1990s, and the emergence of internet e-commerce has not solved this problem."

"Yijigou aims to build a bridge between brand city general distributors and retail terminals, enabling direct delivery of goods to stores, and effectively controlling price stability and extending product maturity. Yijigou only provides platform services and does not earn a price difference. By connecting general distributors and retail stores through Yijigou, we achieve rational use of resources and build a harmonious channel ecosystem in various regions, breaking the impression that e-commerce is a disruptor of local channels. This is the biggest difference between Yijigou and other B2B e-commerce platforms," Zhang Jun stated.

**Self-built Warehousing, No Self-purchasing**

Unlike other B2B platforms, Yijigou does not engage in self-purchasing or earn a middleman's margin; instead, it operates a very "heavy" business model.

Zhang Jun explained: First, Yijigou builds its own warehousing and sorting centers in each city to ensure product quality and delivery services. Second, Yijigou selects delivery vehicles or logistics partners from the market for distribution, ensuring timely delivery to retail stores. Currently, orders placed in the morning are delivered by afternoon in all cities. Third, Yijigou assigns terminal visit personnel in each city, with one person for every 200 retail stores, ensuring timely feedback and follow-up services, and strengthening relationships with store owners.

Zhang Jun admitted that not doing self-purchasing is because they aim for long-term business. "Yijigou insists on being a platform, using its power to improve chain efficiency, reduce channel transaction costs, create network effects, and generate revenue through third-party value-added services such as logistics outsourcing fees, new product brand promotion fees, and big data research results. We believe this is the most valuable approach, as it does not conflict with the interests of channel stakeholders. We create incremental value without stealing business; that is our original intention."

Compared to many B2B platforms that engage in purchasing, the primary issue is that they inevitably impact the interests of their partners. Imagine general distributors, under pressure to move inventory, sell at low prices to the platform, which then sells at even lower prices to retail terminals. Apart from shifting offline transactions online, this is no different from a "channel diversion platform."

Zhang Jun believes, "This is killing the goose that lays the golden eggs, treating distributors and investors as fools. If the price system is disrupted, no one can make money." Maintaining a healthy business ecosystem and order is crucial. Moreover, the value of local general distributors on the Yijigou platform will continue to grow. After listing their existing products on Yijigou, general distributors can use the platform to select products suitable for the local market for further agency, increasing the number of SKUs, expanding sales, and improving profitability.

Yijigou's one-stop service of "no price difference, direct to terminals" requires significant upfront investment in basic services, logistics, and warehousing. "General distributors only need to list their products and deliver goods to Yijigou's transit warehouse. The rest—terminal inquiries, ordering, delivery, and payment collection—is all handled by Yijigou. After collecting payments, Yijigou settles with general distributors according to the agreed payment terms (usually 30 days)," said Shen Mingbo, Yijigou's Yangquan City Manager, to a reporter.

**Role Transformation for Distributors and Wholesalers**

"Many of our regional logistics partners are transformed from these distributors," Zhang Jun said. In the chain of "general distributor - sub-distributor - wholesaler - small wholesaler - retail store," the middle links are not completely eliminated but undergo role replacement. "In the past, a sub-distributor might make one trip a day and earn 200 yuan. After becoming a logistics partner for Yijigou, they run five trips a day and earn 400 yuan, making the business more profitable and improving overall efficiency. Previously, 100 vehicles were needed for delivery; now 30 might suffice," Zhang Jun explained.

Zhang Jun said, "Yijigou aims to be the highway for urban goods and the mobile ordering platform for retail stores." On Yijigou's product page, not only are there alcoholic beverages, drinks, and food, but also fresh eggs and specialty gifts that are not commonly seen in convenience stores. "Yijigou uses high-frequency categories to drive low-frequency ones, enriching the assortment to meet the business needs of stores."

Currently, Yijigou has partnered with over 50,000 retail stores. "China's third- and fourth-tier cities have vast markets. Taking prefecture-level cities as an example, a city has 3,000 to 5,000 effective retail stores. Through our own ground promotion team, we complete the onboarding of 80% of these stores and share them with our partner suppliers. This not only increases brand suppliers' product coverage but also enriches our platform's product variety. Retailers prefer our ordering platform because 'general distributors offer better policies and products are authentic.' Perhaps this is one of the reasons for our rapid growth!" said Yang Jinping, Yijigou's Xinyang City Manager.

**Business Alliance Strengthens Platform Localization**

In two months, Yijigou covered the ground that took competitors three years, which is not only due to its model advantages but also its capital background.

According to Zhang Jun, Yijigou attracted capital even when it was just a business concept. These capital supporters include listed companies, professional investment institutions, and even white liquor manufacturers. Angel round financing exceeded 10 million yuan, with a valuation exceeding 100 million yuan.

Of course, Yijigou's success is not only about capital. In Zhang Jun's view, the successful implementation of platform localization is also key. From its inception, Yijigou established wholly-owned subsidiaries with independent accounting in each region and opened equity to strong local brand general distributors. "The purpose of absorbing local distributors as shareholders is to localize Yijigou, build a local business ecosystem, and turn Yijigou into a regional O2O business alliance and a united front for brand interests."

Some industry insiders say that B2B is a deep field that cannot be solved by internet technology alone; it requires industry background. At the same time, B2B is not built by burning money, so for platforms, the ecosystem is very important, and the health of the ecosystem is even more critical.

From a trend perspective, the Yijigou platform's approach aligns with the current direction. It is currently the clearest model in the B2B+O2O field, supported by both manufacturers and distributors. It enables direct delivery of goods from city general distributors to local retail stores, using internet technology to achieve "centralized procurement, centralized delivery, one-click direct." On the basis of expanding the platform, it seeks "full control of the three flows (information flow, logistics, capital flow)," thereby continuously reducing transaction and management costs in commodity circulation while maintaining channel price order and improving circulation efficiency.

In this process, brand owners and manufacturers achieve channel flattening and informatization through Yijigou; city general distributors reduce operating costs and reach terminals directly; retail stores benefit from more convenient ordering and increased profit margins. Yijigou and its upstream and downstream partners are in a business synergy relationship, not a competitive game, which will inevitably build a harmonious channel ecosystem.

-END-

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