The Advantage China Perspective

What’s Reshaping Retailer–Supplier Collaboration in China

China’s fast-moving consumer goods (FMCG) market is entering a new phase—one where everyday low pricing, private label, and innovation are interacting in ways that are reshaping how value is created for customers and shared between partners.

This report draws on AGI’s latest China FMCG research to explore how these dynamics are converging, where alignment is strengthening or breaking down, and what it means for retailers and suppliers operating in one of the world’s most complex and fast-moving markets.