电商平台下快速消费品销售模式创新研究

Research on the Innovation of Fast-Moving Consumer Goods Sales Models under E-Commerce Platforms

摘要: 电商平台正驱动快速消费品销售模式经历系统性变革，从以渠道为中心的传统分销转向以消费者为核心的数字化生态。这一转型以新兴渠道为引擎，通过场景再造、供应链重构与数据智能应用，重塑市场增长逻辑。面对渠道割裂、价值传递受阻及响应滞后等核心挑战，创新需聚焦全链路协同、动态价值运营、需求导向的产品迭代及智能化供应链建设。该进程不仅是应对市场分化的策略选择，更是行业在数字经济时代构建可持续竞争优势的根本路径。

Abstract: E-commerce platforms are driving a systematic transformation in the sales models of fast-moving consumer goods (FMCG), shifting from traditional channel-centric distribution towards a consumer-centric digital ecosystem. This transition is propelled by emerging channels, which reshape the logic of market growth through scenario reconstruction, supply chain restructuring, and the application of data intelligence. Confronted with core challenges such as channel fragmentation, impeded value delivery, and response latency, innovation must focus on end-to-end collaboration, dynamic value operation, demand-driven product iteration, and intelligent supply chain development. This process is not merely a strategic choice for coping with market fragmentation but represents a fundamental pathway for the industry to build sustainable competitive advantages in the digital economy era.