---
title: "JD New Channel Launches 'Didi Chuxing' Model, Turning Millions of Small Shop Owners into Brand Merchandisers"
description: "On the morning of September 11, the author was invited to attend JD New Channel's 'Walker Promotion Platform Media Sharing Session', where Zhu Hongfang, General Manager of the Innovation Marketing Department of JD Mall's New Channel Division, introduced the Walker Promotion Platform. This article shares with readers what this new system is and its significance for the FMCG industry. In the 3A marketing strategy of Available, Affordable, and Acceptable, the first core task is to make products available, which includes distributing products to ubiquitous points of sale and managing sales terminals effectively."
author: "赵波"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2017-09-14"
language: "en"
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# JD New Channel Launches 'Didi Chuxing' Model, Turning Millions of Small Shop Owners into Brand Merchandisers

> On the morning of September 11, the author was invited to attend JD New Channel's 'Walker Promotion Platform Media Sharing Session', where Zhu Hongfang, General Manager of the Innovation Marketing Department of JD Mall's New Channel Division, introduced the Walker Promotion Platform. This article shares with readers what this new system is and its significance for the FMCG industry. In the 3A marketing strategy of Available, Affordable, and Acceptable, the first core task is to make products available, which includes distributing products to ubiquitous points of sale and managing sales terminals effectively.

On the morning of September 11, the author was invited to attend JD New Channel's "Walker Promotion Platform Media Sharing Session". Zhu Hongfang, General Manager of the Innovation Marketing Department of JD Mall's New Channel Division, introduced the Walker Promotion Platform at the meeting. Today, I will share with readers what this new "Walker Promotion Platform" is and its significance for the FMCG industry.

In the 3A marketing strategy of Available, Affordable, and Acceptable, the first core task is Available—making products available. This includes two aspects: **first, distributing products to ubiquitous points of sale; second, managing sales terminals effectively.**

A quick walk through the market reveals many products covered in dust, forgotten in corners, and ignored by customers. **Therefore, for brand owners, the goal is not just to place products in stores but to sell them into the hands and hearts of consumers.**

However, most brand owners in China currently lack the capability to execute standardized terminal operations like Coca-Cola, which has tens of thousands of personnel. Instead, they rely on distributors across the country for product distribution and terminal merchandising execution.

Industry insiders know that the brand owner's execution intent typically diminishes to less than 30-40% by the time it reaches distributors, or even lower. That's why people in China's FMCG industry emphasize "channel is king." What does that mean? It means managing distributors.

The Walker Promotion Platform launched by New Channel is a marketing system designed to solve the problem of efficient terminal merchandising execution for brand owners.

Simply put, just like the Didi Chuxing app where passengers place orders and drivers grab them, brand owners invest significant money in this platform by "posting orders" in the form of tasks, while shop owners "accept orders" and grab tasks based on their needs, fulfilling the brand's promotion requirements. After a shop owner grabs a task, the required products and display materials, such as display racks and promotional posters, are delivered together via JD Logistics, with delivery speed matching "JD Speed."

"We hope the channel from manufacturer to store is transparent and controllable, our marketing activities are precise and efficient, and the efficiency of the entire chain is improved. That is our goal. In a nutshell, we want to integrate logistics, capital flow, and information flow, and provide our users with brands, models, and management," Wang Zheng, General Manager of the Marketing Department of JD Mall's New Channel Division, told the author.

Zhu Hongfang, General Manager of the Innovation Marketing Department of JD Mall's New Channel Division, gave an example: "If we want to implement a display standard in a store, there are many intermediate steps. You have to tell the distributor, who then relays the message, and finally it reaches the terminal store. A simple display activity could take more than a month for the product to reach the store. Execution is slow, feedback is slow, and the authenticity of information requires third-party and fourth-party verification. The transparency of the entire chain is very poor."

**The emergence of the Walker Promotion Platform aims to solve the industry's three major problems: "inaccurate targeting, slow reach, and delayed feedback," building a highway between brand owners and terminals.**

For brand owners' promotion resource allocation, **the first step is to solve the "inaccurate targeting" problem.** JD New Channel's one-stop ordering platform, JD Zhangguibao, has accumulated data from over 300,000 users. Through big data analysis, each store is tagged with comprehensive and rich labels, allowing brand owners to precisely screen target stores and achieve zero-loss task allocation through the Walker Promotion Platform.

For example, in the cooperation between JD New Channel and P&G, in addition to reaching all users, special emphasis was placed on promoting to key users. For instance, they targeted users who had browsed laundry detergent or Ariel products on JD Zhangguibao, and combined with the "Back-to-School Shopping Season" node, they strengthened promotion to stores near schools.

**The second step is to solve the "slow reach" problem.** Previously, brand owners might go through multiple layers to allocate promotion resources, with activity communication and goods and materials needing multiple transfers, taking at least ten days to half a month to reach terminal stores. Taking promotional materials as an example, relying on JD's strong supply chain advantages, shop owners can enjoy same-day or next-day delivery like ordinary consumers. Terminal resources allocated by brand owners can be delivered to stores simultaneously with goods through an efficient distribution system. Even more impressive, Lay's potato chips and display racks were assembled before delivery; just unpack and place them by the cash register. This not only ensures "distribution + display promotion" happen simultaneously, allowing products to reach retail stores and consumers quickly, but also makes it convenient for shop owners and ensures precise marketing.

 _(Display rack provided by Slek)_

In addition, to better communicate activities, New Channel provides comprehensive promotional services, allowing frontline teams and shop owners to more intuitively understand product selling points and activity methods.

**The third step is to solve the "difficult feedback" problem.** In the past, it was difficult for brand owners to monitor the effectiveness of activities such as product displays. Even if promotional personnel conducted offline spot checks, coverage was very limited, and feedback from terminal stores through layers was time-consuming. More importantly, the authenticity of data was hard to assess. Through the Walker Promotion Platform, small shops can upload product display photos in real time, with response times measured in minutes, allowing brand owners to promptly understand relevant data and optimize allocation effectiveness.

Zhang Nan was pleasantly surprised by the execution results of the "Back-to-School Shopping Season: Ariel Special Offers" activity with JD New Channel and P&G. "On the first day of the activity, a large number of photos were uploaded. Our requirement was for shop owners to display 3 facings of products on designated shelves, but the real-time photos showed some products stacked several layers high. Moreover, the results after ten days far exceeded expectations."

Another example is PepsiCo Foods. In April, PepsiCo Foods used JD Zhangguibao for full market distribution and then repurchase, quickly achieving effective coverage of a large number of stores in a short time.

After brand owners use the Walker Platform to issue tasks centrally and achieve broad coverage, each field staff member can see the "order acceptance" status of the stores they are responsible for in the system, track task execution progress, and provide focused guidance and supervision during daily visits.

 _(Display photos received in the Walker backend)_

"New Channel has achieved 'intelligence + humanity.' Terminal retail intelligence still requires partners with field teams like this," Zhang Nan commented. The trinity of Walker Platform + field team + efficient logistics ensures high-quality execution of brand owners' terminal activities.

It is reported that the Walker Promotion Platform has served clients including P&G, Unilever, PepsiCo Foods, Mondelez, Danone, and others. It is also a powerful tool for second- and third-tier brands to enhance visibility and increase market share.

Next, JD New Channel will continue to expand its smart store network nationwide, optimize the supply chain, further enrich product forms, and deliver the high-quality shopping experience created by JD's upgraded retail infrastructure to 6 million mom-and-pop stores and consumers.

**What significance does JD New Channel have for the FMCG industry?**

**a. For brand owners, it provides a complete set of efficient, precise, and transparent product distribution + promotion solutions.**

Through the APP and nationwide logistics distribution system, New Channel has basically solved the national product distribution problem. With the Huiyan big data system and the Walker Promotion Platform, it has solved precise distribution and terminal merchandising. It can be said that New Channel is the first among domestic B2B platforms to provide brand owners with a complete one-stop solution for efficient, precise, and transparent national distribution + promotion.

**b. For small shops, while maintaining existing sales, they can earn additional income with minimal effort.**

Small shop owners also hope to receive market support from brand owners to increase sales and supplement their in-store profits, improving profit margins. However, many promotional resources are simply unavailable to small shop owners. First, brand owners are reluctant to invest because traditional distribution channels suffer severe loss, and output is not proportional to investment. Second, without precise data support, precise allocation is impossible. Third, even if there is allocation, subsequent supervision, inspection, and review work is a headache for brand owners.

When models like the New Channel Walker Promotion Platform emerge, they break the traditional model where promotional spending was mainly directed to KA systems, providing a new opportunity for brand owners to increase sales.

 _(Yang Hao's JD convenience store in Gu'an, Hebei)_

Yang Hao's JD convenience store is located in a street-level commercial unit in a well-known residential area in Gu'an County, Hebei Province. "Before opening this store, I was already purchasing from JD Zhangguibao, so I'm a 'loyal fan' of JD," Yang Hao said. "Later, when I heard about the possibility of opening a JD convenience store, I contacted JD New Channel's customer manager in Gu'an, and with his help, I opened this store in mid-August." Yang Hao is a veteran in the retail industry. His parents brought him from Northeast China to Beijing to run a store years ago. As Beijing's surroundings developed rapidly, Yang Hao moved to Gu'an in 2014. Before opening the JD convenience store, he ran a small shop not far away.

Speaking of his previous experience, this post-85s young man complained: "It was too troublesome. I dealt with over 40 suppliers, and just making phone calls every day left me exhausted. And if I ordered small quantities, they wouldn't bother with me. Delivery in 3 days was considered fast."

JD's goal is to connect over 6 million small shop owners like Yang Hao and numerous brand owners to the platform, integrating "information islands" into a unified intelligent management network, solving the marketing challenges of the FMCG B2B industry with one click.

**c. Data is fully transparent, avoiding black-box operations and embezzlement by middlemen.**

Brand owners' investment principles on New Channel are based on user "tagging." This tagging enables precise allocation that brand owners could not achieve through traditional channels. Moreover, because it is one-stop and data is fully transparent, it avoids problems such as poor execution in intermediate links, black-box operations, and complex inspection and review. This advantage provides a more effective way for brand owners who previously lacked strong channels and wanted to enter the circulation market but had no means.

When asked about the original intention of the Walker Promotion Platform, Wang Zheng told the author: "We hope to further upgrade and optimize the resource allocation methods in traditional channels. On one hand, we want brand owners to confidently and transparently invest in terminal stores to grow their business. On the other hand, we hope these mom-and-pop store owners can directly face so many brand owners through our cooperation, choose brand resources according to their needs, and quickly sell their ordered goods to consumers. That is the entire value of the Walker system. So it is a marketing system that connects brand owners and small and medium-sized stores in a straight line."

So we hope that through this approach, all 6 million small and medium-sized stores in China can usher in the era of "Didi order-grabbing" for product promotion.

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