---
title: "Building an Omnichannel Incremental Market for the Industry: JD New Channel Digs into Value Creation"
description: "At the 2020 China FMCG Conference held in Shanghai on August 24, Zheng Hongyan, Vice President of JD Group and President of the New Channel Business Unit under JD Retail's Large Supermarket Omnichannel Business Group, stated that JD New Channel has been committed to value creation since its inception over four years ago, building an open and intelligent B2B2C digital infrastructure for the industry. He added that New Channel will join forces with JD's large supermarket business lines to upgrade capabilities in 'site deployment and control', 'omnichannel supply and fulfillment', and 'omnichannel marketing', working with upstream and downstream partners to build an omnichannel incremental market."
author: "共筑生态的元宝君"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2020-08-24"
language: "en"
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# Building an Omnichannel Incremental Market for the Industry: JD New Channel Digs into Value Creation

> At the 2020 China FMCG Conference held in Shanghai on August 24, Zheng Hongyan, Vice President of JD Group and President of the New Channel Business Unit under JD Retail's Large Supermarket Omnichannel Business Group, stated that JD New Channel has been committed to value creation since its inception over four years ago, building an open and intelligent B2B2C digital infrastructure for the industry. He added that New Channel will join forces with JD's large supermarket business lines to upgrade capabilities in 'site deployment and control', 'omnichannel supply and fulfillment', and 'omnichannel marketing', working with upstream and downstream partners to build an omnichannel incremental market.

“Since its establishment more than four years ago, JD New Channel has always been committed to value creation, building an open and intelligent B2B2C digital infrastructure for the upstream and downstream of the industry,” said Zheng Hongyan, Vice President of JD Group and President of the New Channel Business Unit under JD Retail's Large Supermarket Omnichannel Business Group, at the 2020 China FMCG Conference held in Shanghai on August 24. “**Next, New Channel will join forces with JD's large supermarket business lines and upgrade capabilities in three aspects: 'site deployment and control', 'omnichannel supply and fulfillment', and 'omnichannel marketing', working with upstream and downstream partners to build an omnichannel incremental market.** ”
▲Zheng Hongyan, Vice President of JD Group and President of the New Channel Business Unit under JD Retail's Large Supermarket Omnichannel Business Group
**-01-
Professional and Digital Empowerment of Small Stores
**Earning the Strongest Trust through Value Creation**
After nearly five years of development, New Channel has grown into a B2B2C intelligent platform that connects online and offline, covering all channels and multiple scenarios, complementing JD's main site business in terms of scenarios.
Currently, JD New Channel covers more than 300 cities, over 32,000 townships, and more than one million small and medium-sized stores. Through multi-scenario layout of six unified-brand stores in convenience stores, tobacco and liquor stores, mother and baby stores, and unmanned vending shelves, it has achieved a dual upgrade in store service standards and consumer experience.
Among them, JD Convenience Stores have completed the construction of a 'chain operation management system', with management models, store construction, and store management capabilities leading the industry.
Regarding New Channel's site deployment and control capabilities, Zheng Hongyan said: “**New Channel's site control capability comes from the joint construction of three aspects. In addition to a professional store operation team and intelligent systems, the so-called 'site control' comes more from creating new value for stores.** ”
Currently, JD New Channel has built four major operation teams for small and medium-sized stores nationwide, consisting of headquarters operation teams, store supervisors, joint warehouses + DSR, and brand ground teams, providing professional and standardized services to stores. At the same time, through the JD Manager Smart Store Management System, stores can achieve digital upgrades such as intelligent product selection, intelligent operation, and intelligent marketing with one click.
On this basis, New Channel focuses more on value creation for stores. By exporting capabilities in supply, operation, traffic, and customer acquisition, it continuously improves store operation levels, allowing stores to trust the platform while achieving deep links with stores at version 3.0 and forming core competitiveness.
**-02-
**Leveraging JD's Internal and External Traffic
**Continuously Optimizing Omnichannel Supply and Fulfillment Capabilities**
In response to consumers' diversified and immediate needs for goods and services, New Channel has gradually built an omnichannel supply and selling platform for the industry. “**At the same time, backed by JD's large supermarket strength in intelligent supply chain and omnichannel, New Channel will continue to optimize supply and fulfillment efficiency, introduce more high-quality and diversified products to stores, and meet consumers' diverse needs.** ” Zheng Hongyan added.
On the one hand, by introducing high-quality social products and complementing JD's self-operated products, New Channel has the capability to provide stores with full-category, regional, customized, and even more suitable product supply for diverse sales scenarios such as O2O and community group buying. At the same time, under the concept of 'retail as a service', New Channel also provides stores with service products including life, public welfare, commercial, and financial services, helping stores acquire customers and increase revenue, while also offering free charging, emergency medicine boxes, and other convenience services to make stores warmer.
On the other hand, New Channel links channels to diverse sales scenarios, such as online orders with offline fulfillment, and offline channels combined with online, strengthening stores' immediate fulfillment capabilities, achieving coverage of different delivery time circles, and allowing consumers to enjoy shopping and service experiences anytime, anywhere, and as they wish.
**-03-
**Connecting the Full-Chain Value from Brand to Consumer
**B2B2C Omnichannel Marketing for Precise Conversion**
“**Based on the omnichannel and multi-scenario layout, and the ability to provide stores with the capability to acquire customers across online and offline scenarios, JD New Channel also helps brands build a B2B2C omnichannel marketing system. By supplementing JD's large supermarket multi-dimensional marketing resources and full-touchpoint digital capabilities, it helps brands achieve broader and more precise user reach, obtain more complete data, and ultimately achieve omnichannel business growth.** ” Zheng Hongyan said.
With digital tools such as Huiyan and Langjing, New Channel helps brands achieve precise placement of channels, stores, and coupons. At the same time, through marketing methods on JD's Zhangguibao such as brand pavilions, live streaming, red envelope rain, and sell-through tasks, New Channel also builds private domain marketing positions between brands and stores.
After ensuring products accurately enter stores, the key to achieving full-scenario conversion of consumers lies in connecting online and offline traffic for stores and finding more customers. In addition to introducing diversified traffic such as JD APP, JD Convenience GO, JD Daojia, and Meituan to stores, New Channel also empowers stores to build private domain traffic through mini-programs, community group buying, and social groups, achieving full-scenario customer acquisition.
Based on open and diversified traffic, New Channel also builds a SaaS platform for stores, which can solve the entry, listing, and marketing of multiple online platforms with one click, thereby helping brands achieve more efficient user reach. Offline, based on its site control capabilities in multiple scenarios, New Channel has created a full-path consumer touchpoint and conversion for brands from entering the store, selecting and checking out, to leaving the store.
“**The value of B2B is by no means limited to the circulation of goods from distribution to sell-through for brands; it should also be based on full-chain value creation to achieve omnichannel supply and selling.** ” Zheng Hongyan said, “**In the future, New Channel will continue to optimize the supply capability of goods and services, create better-quality stores, provide consumers with the best experience, and work with the industry to achieve omnichannel ecological co-creation and full-chain value sharing.** ”
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