As is well known, JD.com's '6·18' is a shopping festival that JD.com itself has heavily invested in. This year, '6·18' was no longer just JD.com's anniversary celebration but became a nationwide e-commerce and social shopping carnival. From the final results, JD.com achieved new heights during this year's '6·18': cumulative orders from June 1-18 exceeded 100 million, with a year-on-year increase of over 60% on the 18th alone. Third-party reports showed that JD.com's traffic on June 18 far surpassed other e-commerce platforms. Meanwhile, JD New Channel's performance surged 2005% compared to the same period last month. During the 18-day promotional event, there were moments when over 10,000 bottles of beverages were sold in a single minute. The synergy advantages of a large platform have enabled New Channel to quickly stand out among B2B platforms, emerging as a dark horse in the B2B industry this year.

  1. New Channel's 2005% Surge: Big Data Analytics Capabilities Emerge

Considering the confidentiality of brand sales data, New Channel disclosed limited data this time, but it already demonstrates its strong ambitions in big data.

In their original channels, brand manufacturers faced long supply chains and low informatization, making it impossible to know who bought their products, when orders were placed, or which stores preferred which products. Marketing departments had to rely on intuition, leading to decision-making errors and missed market opportunities.

It must be said that New Channel has precisely addressed this pain point for brand manufacturers. By sharing transaction data with them, New Channel helps solve the information asymmetry in traditional channels, allowing quality products to reach retail stores accurately, efficiently, and quickly. This indeed reflects the vision of a large platform, and more importantly, its capability.

According to the author's understanding, leveraging JD Group's inherent channel, warehousing, and delivery advantages, New Channel has established strategic partnerships with hundreds of well-known domestic brands such as Fonterra, Mondelez, Uni-President, 5100, Dongshun, and Sunwatt Battery. The Zhangguibao platform has registered and certified tens of thousands of retail stores. If channel capability is one leg of New Channel, then data capability is the other. Walking on two legs makes it not only more stable but also faster! Through JD New Channel's new channel model, brand manufacturers can not only shorten channel levels and quickly deliver products to retail stores but also leverage New Channel's proprietary big data analysis system to create precise profiles of small stores, enabling targeted marketing.

The rise of JD New Channel caught the attention of CCTV-2, and the "Economic Information Broadcast" program even reported on stores in Xianghe County near Beijing. It is said that immediately after the program aired, JD's 400 customer service center received a flood of calls asking how to register and certify. Many brand manufacturers who had been waiting on the sidelines proactively approached New Channel to supply products to Zhangguibao.

CCTV reported on JD New Channel.

  1. New Channel-style Marketing: Enabling Brand Manufacturers to Overtake on Curves

Most FMCG B2B platforms in China hit bottlenecks because they forcibly insert themselves into transactions between distributors and small stores, attempting to become customer acquisition channels through information display platforms. However, the actual channel, transportation, and services still need to be completed offline by distributors, making the online connection a false proposition.

In contrast, JD New Channel's model directly helps brands go from factory to small store, utilizing JD's own logistics and ground staff services to reduce transaction levels and lower channel costs for enterprises. Facing strong channel barriers from competitors, New Channel provides brand manufacturers with the possibility of overtaking on curves. For small stores, New Channel brings more quality products and the right to choose. Overall, this is a new track and a new model evolution.

The value of B2B lies in coordinating information flow, logistics, finance, and services in a multi-point manner, advancing synergistically to organically combine online and offline, and jointly build a recyclable network with stores.

The entire B2B e-commerce market has been stirred by the emergence of JD New Channel, which connects with countless well-known brands, creating ripples in the market. The future of New Channel, which aims to "reshape retail and consumption," will bring more imagination to the industry.

As Du Shuang, head of the New Channel business unit, quoted in an open letter to all members: "It is a ship sailing on the sea, with its mast tip already visible from the shore; it is a morning sun on the mountaintop, radiating light and about to burst forth; it is a baby in the womb, restless and about to be born." That is New Channel.

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