---
title: "B2B E-commerce in Hebei: How JD New Channel and Uni-President Found Common Ground"
description: "In Lixin Supermarket, a typical community store in Wuqiang Town, Wuqiang County, Hengshui City, the owner, Aunt Huo, in her 50s, had little prior online shopping experience but recently became closely linked with the fast-moving consumer goods (FMCG) B2B e-commerce trend. On September 2, she installed JD's Zhangguibao app and placed an order exceeding 2,000 yuan without hesitation. What attracted her to change decades of offline purchasing habits, and what factors led her to choose this close encounter with JD Zhangguibao? Brand manufacturers are flocking to open up new channels for channel下沉."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2016-09-19"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/yddgPW7osBS9yExCqYDHEQ"
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# B2B E-commerce in Hebei: How JD New Channel and Uni-President Found Common Ground

> In Lixin Supermarket, a typical community store in Wuqiang Town, Wuqiang County, Hengshui City, the owner, Aunt Huo, in her 50s, had little prior online shopping experience but recently became closely linked with the fast-moving consumer goods (FMCG) B2B e-commerce trend. On September 2, she installed JD's Zhangguibao app and placed an order exceeding 2,000 yuan without hesitation. What attracted her to change decades of offline purchasing habits, and what factors led her to choose this close encounter with JD Zhangguibao? Brand manufacturers are flocking to open up new channels for channel下沉.

Lixin Supermarket in Wuqiang Town, Wuqiang County, Hengshui City, is an ordinary community supermarket in this town. The owner, Aunt Huo, is in her 50s and had little prior online shopping experience, but recently she has become closely connected with the fast-moving consumer goods (FMCG) B2B e-commerce trend. On September 2, Aunt Huo had just installed JD's Zhangguibao and placed an order exceeding 2,000 yuan without hesitation. What attracted this lady to change her decades-long offline purchasing habits? And what factors led her to choose this close contact with JD Zhangguibao?
**Brand Manufacturers Flock In: Opening Up a "New Channel" for Channel下沉**
With the increasing saturation of consumer markets in first- and second-tier cities and the rise of new urbanization, markets in third- to sixth-tier cities have shown huge potential. However, for goods to sink into these markets, they must pass through multiple levels of distributor channels, and brand manufacturers have weak control over terminal markets, with severe information asymmetry. If manufacturers were to do channel下沉 themselves, the investment in manpower, materials, and finances would be too high.
Take Uni-President, a food and beverage giant, as an example. In recent years, its achievements in channel construction have been remarkable, with market channels continuously sinking, but given China's vastness and the complexity of regional conditions, its channel coverage inevitably has blind spots. It is reported that in Xingtai and Hengshui areas of Hebei, due to historical issues with Jinmailang, Uni-President's products have difficulty penetrating these two regions. Facing a population of over ten million in these two areas, Uni-President is eager to make a difference. Recently, JD New Channel joined hands with Uni-President to carry out a beverage distribution promotion in 11 counties under Xingtai and Hengshui in Hebei, using JD's advantageous resources in channels, logistics, and services to quickly help Uni-President occupy the blank market.
Aunt Huo from Lixin Supermarket was an active responder to this action. As a community convenience store, the daily demand for beverages is relatively high. Aunt Huo had always wanted to sell some Uni-President beverage products, after all, they are a big brand with high customer recognition, but she lacked a reliable local supply channel. Although she could occasionally order some goods sporadically, prices fluctuated, and she often encountered products with more than half their shelf life expired. Therefore, when the JD New Channel field service staff came to recommend Zhangguibao, Aunt Huo was already half convinced upon hearing about the Uni-President distribution promotion. After mastering the use of Zhangguibao, Aunt Huo placed an order exceeding 2,000 yuan on September 2, including Uni-President's Assam milk tea, Xiaoming Classmate, and Sea's Words. "The weather is getting cooler, and more people will buy milk tea. JD Zhangguibao's promotion is quite attractive, so I can stock up a bit more."
After cooperating with New Channel, Uni-President can easily incorporate small and medium-sized stores into its sales terminal system. New Channel provides them with one-stop services such as high-quality warehousing and distribution support, field services, store marketing, and data sharing, bypassing intermediate levels to deliver goods directly to retail terminals. It is reported that since the establishment of JD New Channel Business Unit over half a year ago, it has reached cooperation with hundreds of brands. In May alone, it successively signed strategic agreements with Dongshun Shunqingrou, Tibet 5100, Mondelez Group, Uni-President Group, Liby Group, and Fonterra Group. JD New Channel has become a "new channel" for signed brands to sink their channels.
**Mastering Terminal Marketing: New Channel's Heartfelt "SELL OUT"**
In fact, helping brand manufacturers expand market share is only one side of the coin; the other side is to do everything possible to improve the sales capability of terminal stores. Because for brand manufacturers, only when terminal retailers sell the goods can they prompt terminals to reorder and reorder again. Therefore, this requires JD New Channel to put in effort in terminal store marketing. Since its establishment, JD New Channel has been committed to providing various value-added services to help small stores sell goods, thereby completing the final link in commodity circulation, while ensuring the supply of high-quality upstream products. For brand owners, it completes the closed loop of terminal services from ordering, delivery, display, to after-sales service.
It is understood that in this "Hebei Action" jointly with Uni-President, JD New Channel used its field service team to proactively visit store owners and provide professional guidance on terminal product display. With the help of JD's field service team, many store owners, like Aunt Huo, have significantly improved the display image, display position, and arrangement order of their supermarket's terminal products, effectively enhancing the store's product SELL OUT capability.
Not long ago, JD New Channel planned and executed terminal marketing pilot projects for Shuanglu Battery and Zhongguo Juice, which also offer lessons to learn. To help these two companies achieve results in terminal marketing, New Channel selected 100 stores in different provinces for pilot projects. Terminal display is a meticulous task; the more specific and detailed the standards, the more effective the display, and the easier it is for small stores to execute and for later supervision and inspection. For this purpose, Zhongguo Juice's terminal display was detailed down to the quantity and order of each flavor; Shuanglu Battery not only required that only Shuanglu brand batteries be displayed on dedicated hooks but also specified which models should be displayed on the bottom partition, and required a prominent position at the cashier counter, close to the main aisle, with adequate lighting. Quite groundbreaking was that New Channel also helped the two companies carry out cross-category marketing. In terminal stores, New Channel planned a marketing activity where consumers who bought Shuanglu batteries would receive Zhongguo Juice as a gift. If traditional distribution methods were used, this would be impossible.
Compared to other B2B e-commerce platforms that are merely information display platforms and sources for customer acquisition, the emergence of JD New Channel has changed the original e-commerce model that was far from consumers. Through JD's comprehensive logistics and distribution system deployed in major cities across the country, goods are delivered to stores in a timely and effective manner, greatly improving operational efficiency. At the same time, New Channel's field service team carries out marketing services to enhance terminal sales, enabling small and medium-sized stores to effectively connect with more first-line brands. In this way, JD, brand owners, and small and medium-sized stores work together to ensure consumers can buy products that are more worry-free, more affordable, and more guaranteed.
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