What are the channels for FMCG?

Channels generally refer to all the links that a product passes through from the manufacturer to the consumer.

If there is no link in the process from manufacturer to consumer, it is called zero-level channel, also called direct sales;

If you go through a link (such as a dealer) in the process from producer to consumer, it is called the main channel.

If the process from manufacturer to consumer goes through two links (such as manufacturer-distributor-distributor-consumer), it is called secondary channel, and so on, there can be three-level channel structure and four-level channel structure.

The complete channel structure is usually as follows:

Manufacturer-distributor-distributor-wholesale-terminal retailer-consumer.

In the process of FMCG sales, there are few single-channel sales enterprises, and they are basically multi-channel structures and sales processes. Enterprises can simultaneously use the following channel structures:

Manufacturer-Distributor-Distributor-Wholesale-Terminal Retailer-Consumer (complete channel)

Manufacturer-Distributor-Terminal Retailer-Consumer (Distributor Direct Supply Supermarket)

Manufacturer-distributor-distributor-terminal retailer-consumer (provided by distributor)