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Published: November 3, 2022

Online-to-offline (O2O) commerce is a business strategy that draws potential customers from online channels to make purchases in brick-and-mortar locations. This strategy is more prevalent in China than in many other markets. Because of this, China’s unique retailer-supplier landscape holds enlightening insights about the business community in that market.

In 2022, Advantage launched an O2O Channel Business Relationship industry research project in China led by Advantage China Managing Director Jason Gao. It is in collaboration with Alibaba Close Field Retail (Eleme and Taoxianda), Meituan and JDDJ.

The project monitors and provides feedback on the cooperation between both parties. This is done via a mutual evaluation mechanism between the platform and brands, helping both parties to identify strengths and opportunities that indicate the latest development trends in the industry.

Key insights:

  1. There will be a significant improvement in cooperation between brands and O2O platforms in the next three years.
  2. The brand and the O2O platform expressed optimism about future development, but the trend differs.
  3. The “Water and Non-Alcoholic Beverages”, “Frozen and Chilled” and “Fresh” categories have massive investment potential.
  4. Each category’s investment attitude differs, and the cooperation strategy should be planned accordingly.

Learn more about the insights that emerged from this project.

Advantage is devoted to helping businesses strengthen partner engagement through data, insights, and action planning. To gain a holistic perspective of the evolving O2O landscape, connect with Advantage China today.

O2O online-to-offline Download Case Study