||Fast Moving Consumer Goods industry mostly refers to products with rapidly turnover, FMCG industry has become one of the most important industry. It must follow the rapidly changing of markets and consumer’s demand and habit. In the past, FMCG’s suppliers adopted brand marketing strategy; however, due to the Chinese market has vast territory, different culture and the speed of development was unbalance where can’t be regarded as a single market, but operated by each area. Therefore, the distributors become crucial to Chinese market. Therefore, this study will have deep analysis about china’s channel structure, and understand the trend of china’s channel.|
Through the literature analysis and the collection of market information, we know that they adopt a penetration rate strategy in China’s FMCG industry and the concept of integration of virtual channel and physical channel come for this purpose. Compare with other developed countries, the density of China’s physical channel is relatively low, thus it become suitable with omnichannel market environment. The Chinese government is also committed to the development of e-commerce, “One Belt, One Road” and “cross-border e-commerce” can also make the marker outward expansion, and even change the world’s shopping habit.
Although the integration of virtual channel and physical channel is the future development trend, but the cooperation between distributors is not going swimmingly. No one is willing to meet each other half way, so most hyper market trying to get rapidly integration by mergers and acquisitions. But after all, only a few companies can do so. Consequently, other small and medium-sized distributors start a new alliance with other distributors or suppliers, and Collaborate in logistics, warehousing and big data to maintain its future market competitiveness