As the final battle for annual sales in the FMCG industry, CNY not only determines a perfect end to the past year but also the top priority for manufacturers to strive for a good start in the new year. Now that the Spring Festival season has just concluded, the answers are already written in distributors' performance reviews. "Everyone says business is tough this year, but if you follow the right brand, you can still have a prosperous year," lamented a distributor surnamed Liu from the Guangdong region. And the brand Liu refers to as "right" has a vivid example in this year's Spring Festival marketing battlefield. In exchanges with multiple distributors, New Distribution found that JDB, as a leading brand in the herbal tea industry, has been exceptionally clear and resolute in its actions during the 2026 Spring Festival CNY. It did not fall into the conventional price war quagmire but instead focused on promoting the "JDB Fortune God Can" to help distributor partners find a clear growth curve. What exactly did JDB do right? In an era of stock competition, what replicable breakout logic does it provide for terminal sales in the FMCG industry? In this article, we will deeply analyze the logic behind JDB's "Fortune God Can" from the perspective of distributors. Reshaping Product Value: More Than Just Herbal Tea, It's a "Social Currency" Reviewing this year's Spring Festival market, one obvious feeling is: consumers are not refraining from spending, but they are spending more discerningly. In the era of stock competition, the essence of festive sales is no longer just stacking displays, but whether the brand can truly transform product symbols into consumers' purchasing motivation. Looking back at JDB's CNY marketing over the past three years, we can see the brand's strong strategic determination: each year, it locks onto a core focus and thoroughly executes it. 2024: "Dragon Leaps Over Ten Thousand Homes, More Wealth and Treasures," launched the limited-edition "Fortune Dragon Can," achieving a deep binding of the brand with traditional culture. 2025: "Attract Wealth and Treasures, Open the Box to Find Treasures," continuously strengthened the interactive experience of opening boxes around the treasure culture. 2026: "Clink JDB, Let's Get Rich Together," heavily launched the "Fortune God Can," strengthening the deep occupation of consumer minds. Spring Festival, as the most important traditional festival for Chinese people, has two core consumption scenarios: family reunion dinners and visiting relatives and friends with gifts. In the past, FMCG brands often only emphasized festive packaging or a single functional appeal. But in today's environment of extreme material abundance, consumers not only want to "eat and drink their fill" but also "seek good omens." This CNY, JDB cleverly captured consumers' most fundamental psychological desire—the expectation for wealth and smoothness. By launching the meticulously designed JDB Fortune God Can, it systematically innovatively deconstructed the super IP of "Fortune God": concretizing the five blessings of "Gathering Treasures, Literary Prosperity, Joy, Profit, and Heavenly Fortune" on the can body. This is not only a visual refresh but also the concretization of abstract New Year blessings. More importantly, JDB is not just selling a can of herbal tea; it is creating a unique ritual sense, turning the product into a social currency on the Spring Festival dining table. The highest level of scenario marketing is to define consumer actions. JDB focused on deconstructing and giving new meaning to the "clinking cans" action. It is not just an action but the exclusive ritual of "Clink JDB, Let's Get Rich Together." Through deep penetration of TV commercials in five core scenarios, JDB cleverly made "clinking cans + drinking JDB" a standardized behavior in social settings like New Year's Eve dinners, directly accelerating the can-opening rate at the dining table. In addition, JDB partnered with Amap to launch the "Fortune God Gift Pack," using the Fortune God image to safeguard consumers' travel fortune during the Spring Festival, naturally extending the scenario of sending wealth from the family dining table to Spring Festival travel. From Online Traffic to Offline Sales: How Does JDB Close the Sales Loop? In the era of fragmented communication, one-way advertising bombardment is hard to drive consumer behavior. In the past, many FMCG brands liked to spend heavily online to hit hot searches and gain big exposure, but they only focused on creating momentum without following through. For distributors, these online spectacles that don't directly bring sales are of little significance. The true sales logic is to convert online traffic into sales. That is, how to create content hooks online, provide contact points offline, and ultimately turn marketing actions into real purchases at the terminal. In this regard, JDB has executed a very solid combination of tactics.

  1. Online Seeding: Solving the Cognitive Problem of "Why Consumers Choose You." To give consumers a clear reason to buy, JDB, well-versed in contemporary young people's social context, conducted a precise online publicity layout. The brand partnered with Jiang Dunhao as the "Fortune Ambassador," a choice that is extremely thoughtful. As the leader of the "Ten Hardworking Youths" in the phenomenal variety show "Get Farming," Jiang Dunhao's positive image of being down-to-earth and hardworking is deeply rooted in people's hearts, and his frequent shouts of "get rich" in the show perfectly align with the auspicious meaning of JDB's Fortune God Can. Through customized interactions initiated by Jiang Dunhao, such as "Clink Cans to Receive Fortune" and "Five-Pose Fortune Photo," JDB created a [celebrity + Fortune God] content matrix, successfully leveraging celebrity effect to ignite fan participation and easily achieving traffic breakout across the internet. Driven by this celebrity momentum, the brand collaborated with Douyin to launch the challenge #ClinkJDBLet'sGetRichTogether, and simultaneously carried out the Clink Cans to Receive Fortune interaction on Xiaohongshu. These activities comprehensively covered real-life scenarios such as New Year shopping guides and plot interpretations, prompting a large number of netizens to spontaneously participate in the dissemination. At the same time, the advertising promotional films for the five Spring Festival scenarios were launched across all major platforms, repeatedly creatively interpreting and thoroughly consolidating the visual memory of "Clink JDB, Let's Get Rich Together," achieving full-scenario audio-visual coverage for the New Year.
  2. Offline Momentum: Creating City Landmark Hotspots to Precisely Drive Traffic to the Terminal. Traffic should not only ferment online but also facilitate transactions offline. This year, JDB turned offline momentum into an overall campaign that radiates strongly from core landmarks to regional markets nationwide. On New Year's Eve, JDB used the interaction of five Fortune God cosplayers under the Canton Tower as the ignition point, then quickly pushed this heat down to various regional markets across the country, launching "Fortune God Parade" activities. Following the Fortune God parades, regional distributor partners seized the opportunity to set up visually stunning "thousand-box stacks" and "ten-thousand-box stacks" in major supermarkets, hypermarkets, and circulation channels. This deep integration of street interaction and terminal displays not only narrowed the distance between the brand and consumers but also formed a powerful offline physical interception. When consumers are seeded by celebrities online and then surrounded by Fortune God parades and massive red can stacks when going out, purchasing becomes a natural next step. Business Is Tough, Why Do Distributors Dare to Increase Investment in JDB? Over the past year, during research, I visited nearly a hundred distributor bosses, and many mentioned a viewpoint: "The essence of distributor product selection is actually risk management." In an uncertain stock environment, channel product selection is becoming extremely conservative. Especially in the beverage category, where heavy goods cause high loss and capital occupation, distributors tend to prefer products with "strong sales drivers" and "certain returns." For distributors, whether the brand can provide a practical, replicable toolkit is an important factor in building deep cooperation confidence. How does JDB do it? First, it injects strong brand trust into the channel. As a leader in the herbal tea industry, its leading position in the category is the cornerstone. On top of that, superimposing the nationally recognized Fortune God culture is a perfect combination of stability and explosiveness, giving distributors more confidence in product selection and payment for stock. More crucially, JDB provides substantial sales support. The Fortune God Can precisely hits the dual needs of Spring Festival gifting and family self-consumption, and offers sincere terminal sales actions. It distributed 30 million prizes in the market and set a 100% overall winning rate. The prize pool genuinely includes 888 pure gold ingots of 10 grams, 888 gold bead bracelets of 1 gram, and numerous cash red envelopes. "This form of scanning the box card to draw prizes precisely caters to consumers' current psychology of seeking good luck during the New Year. It's presentable for gifting and enjoyable for self-drinking, directly driving whole-box sales and reducing the difficulty of terminal promotion," a beverage distributor deeply rooted in the South China market told us. It is worth mentioning that JDB's attention to detail is equally extreme. Even the Fortune God phone sticker given to consumers in interactions is made with gold-containing material, truly maximizing the effect of sending wealth. This synergy from top-level strategy to landing details reflects the brand's sincerity in long-term channel empowerment and makes the JDB Fortune God Can the "hard currency" in the Year of the Horse CNY market. Final Thoughts While many brands are still complaining about expensive traffic, difficult channels, and bottomless price wars, reviewing JDB's CNY marketing communication, we can clearly see a breakout logic for FMCG products. On the product side, the JDB Fortune God Can turns intangible wishes into tangible emotional carriers; On the marketing side, through the auspicious meaning of the Fortune God Can and the fortune-receiving series interactions with Fortune Ambassador Jiang Dunhao, it achieves precise conversion from buzz to sales; On the channel side, by focusing on FMCG distribution practice, channel trends, and sales methods, it makes distributors dare to increase investment for "certainty." In today's stock competition, truly helping channels sell products to consumers is the only path for a product to become a must-stock hit for distributors.