Deep Analysis of B2B Logistics and Business Model for Fast-Moving Consumer Goods

Analysis of the B2B Logistics Model for Fast Moving Consumer Goods FMCG

With the development of Internet technology and the popularization of e-commerce, the business model of the fast moving consumer goods FMCG industry is undergoing profound changes. FMCG refers to products with short life cycles, high consumption frequency, and relatively simple purchasing decisions, such as food, beverages, daily chemical products, etc. In recent years, the B2B model for FMCG has gradually emerged. This model integrates supply chain resources to provide merchants with efficient and convenient services, changing the traditional operation mode of wholesale markets.

In the traditional distribution system of FMCG, intermediaries played an important role. They connected manufacturers with retailers, responsible for product warehousing, delivery, and market promotion. However, this approach had issues of low efficiency and high costs. For example, intermediaries often faced significant inventory pressure, and due to information asymmetry, it could lead to frequent occurrences of product overstock or stockouts. For small and medium-sized retailers, dealing with multiple suppliers frequently was not only time-consuming but also increased transaction costs.

In contrast, the FMCG B2B model based on the Internet platform can effectively address these problems. Taking Alibaba's Retail Link as an example, the platform aims to create an open and shared ecosystem where brand owners can directly connect with terminal stores without complex intermediary processes. Through big data analysis technology, Retail Link can accurately predict market demand, helping merchants optimize inventory management; at the same time, by leveraging advanced logistics networks, it can achieve next-day or even same-day delivery service commitments, greatly enhancing user experience.

It should be noted that although the FMCG B2B model has many advantages, it faces some challenges in its development process. First, competition is fierce, with numerous companies entering this field, resulting in an unstable industry landscape. Second, standardization levels are low, and there are significant differences in consumer preferences across different regions, making it one of the pressing issues to establish unified product standards and service specifications. Lastly, there is strong demand for technological innovation, as the widespread application of new technologies like artificial intelligence and the Internet of Things means that mastering core technologies first will give companies an advantage in the future.

To address these challenges, many leading enterprises have begun exploring new solutions. For instance, JD New Passage has launched the Million Small Store Plan, aiming to empower traditional convenience stores to transform through online and offline integration. This project not only offers a wide range of product choices but also provides a series of value-added services such as marketing planning and membership management, striving to meet customer needs comprehensively. Meanwhile, Pinduoduo's Duo Duo Buy Fresh is actively laying out community group buying businesses, attempting to build a more consumer-centric closed-loop ecosystem.

According to news reports, this new business model has achieved remarkable results. Data shows that by the first half of 2025, sales of FMCG on major e-commerce platforms in China grew by more than 30%, with the contribution rate from online channels continuously rising. This indicates that an increasing number of consumers are accepting and relying on digital shopping experiences. On the other hand, many physical stores have benefited significantly from this trend, not only broadening their procurement channels but also improving operational efficiency.

In conclusion, the B2B logistics model for FMCG is gradually replacing the traditional distribution system and becoming an important trend in industry development. In the future, with the popularization of 5G communication technology and the widespread use of intelligent equipment, we have reason to believe that the innovative potential in this field will be further explored, driving the entire industrial chain towards a healthier and more sustainable direction. Of course, to truly achieve this goal, all parties need to work together, including policy support from relevant authorities, self-discipline supervision by industry associations, and increased R&D investment by enterprises. Only then can the FMCG B2B model stand out in intense market competition and create greater value for consumers.