Custom “New Retail” B2B2C eCommerce platform using Adobe Commerce
FitLine is a new brand of dietary supplements and cosmetics, produced in Germany to enter the Chinese market. Feidekai is the main Franchisor for the China market of Fitline products. Its product lines feature such categories as skin care products, sports nutrition, and anti-aging products.
We were faced with the task of coming up with a business model that would be in keeping with existing operations and also comply with regulations of the China Market. Additionally, franchises should play a crucial role because of the high service requirements of the product.
We created a digital operational structure that would allow Feidekai to manage distribution, while incorporating dealers into a unified service system. We also wanted to provide advanced digital tools to help dealers grow their online and offline businesses, improve end customer experience and nurture success for both dealers and customers.
TMO Group created a new custom-tailored digital solution for Feidekai. We reviewed the whole business approach and suggested changes to adapt it to China’s latest mobile and digital trends. We fully digitalized every step in the eCommerce fulfillment process. We built the Feidekai platform that would use the B2B2C model and leverage three main advantages: People, Product and Environment.
Resulting platform uses a hybrid model that combines both selling methods: selling directly to customers and working with distributors. Using the network of distributors allows more efficient last mile delivery. It also serves as a solid foundation for new business models, such as O2O.
Feidekai platform comprises several mobile applications and desktop apps with useful functions for end customer and distributors. Distributors can set up their own stores and manage them anytime, anywhere. Customers can use Wechat Mini Program & Desktop Application to check products available nearby, place an order with the nearest distributor and track the status of their order.
