Articles by 袁行恕

Community Group Buying, Livestream Selling... Top 10 Innovative Channels FMCG Companies Rushed to Explore in 2019!

As channels fragment and consumers gain more say, manufacturers are shifting from managing channels to managing people—where people are, channels follow. Throughout 2019, channels evolved rapidly, with online-offline integration deepening. Social e-commerce, represented by community group buying and livestream selling, grew quickly and became a channel FMCG companies rushed to enter. Additionally, offline channels offered new opportunities, such as selling juice and small-pack baked goods in fruit specialty stores. In summary, channel integration means seizing the market closest to consumers to meet their faster demands.