On October 11, JD New Distribution, Coca-Cola China, and Swire Beverages Co., Ltd. signed a strategic cooperation agreement. The three parties will be driven by technological innovation and empowered by big data and marketing, carrying out extensive cooperation in channel co-construction, data sharing, brand promotion, and other fields, jointly accelerating regional cooperation nationwide and expanding incremental markets. Attendees at the signing ceremony included Zheng Hongyan, Vice President of JD Group and President of JD Mall New Distribution Business Unit; Han Xiang, Senior Director of Commercial Leadership at Coca-Cola China; and Karen So, Executive Director of Swire Beverages China. The three parties signed the strategic cooperation agreement. Full data sharing, deepening the direct delivery model, and laying out the national market. Swire and Coca-Cola have had a partnership for over 50 years. In July 2017, Swire Beverages completed the full integration of Coca-Cola's bottling franchise areas in China, mainly responsible for the East and South China regional markets, and is an important global bottling partner of Coca-Cola. This time, Coca-Cola China joined hands with Swire Beverages to sign a strategic cooperation agreement with JD New Distribution. This is an important manifestation of accelerating the layout of borderless retail after signing with COFCO Coca-Cola in June this year, and it also means that the cooperation between Coca-Cola China and JD New Distribution has achieved a national layout. Han Xiang, Senior Director of Commercial Leadership at Coca-Cola China, said: "We highly recognize JD New Distribution's capabilities in channel distribution, big data, and brand promotion. The cooperation between the two sides in direct delivery, data sharing, and co-branded convenience stores has also been well tested in practice. We hope to join hands with more partners to embrace the era of borderless retail together." According to the tripartite strategic cooperation agreement, Coca-Cola and Swire Beverages will fully upgrade the existing channel operation model, fully integrate Coca-Cola's well-established offline distribution system with JD New Distribution's new business model, and provide corresponding support to create a successful and innovative digital channel operation model. Secondly, the three parties will continue in-depth cooperation in big data, fully sharing channel-level data, product penetration data, beverage category sales data, and consumer shopping analysis data, creating more high-quality products that consumers like and achieving precise product push. In addition, JD New Distribution will provide Coca-Cola with more online platform resources, and Coca-Cola and Swire Beverages will also promote in-depth cooperation in JD convenience stores. In terms of product quality, Swire Beverages promises to provide JD New Distribution with high-quality, fresh, and rich products, as well as the corresponding quality inspection qualifications, bringing consumers a high-quality and efficient genuine product purchasing experience. "With the advent of borderless retail, no matter how technology develops, the essence of retail has not changed; its core remains cost, efficiency, and experience. This strategic cooperation between Coca-Cola, Swire Beverages, and JD New Distribution is an important part of the tripartite efforts to lay out borderless retail. We will each maximize our own advantages and resources, provide each other with strategic priority business cooperation, further reduce costs, improve efficiency, and provide consumers with a better shopping experience," said Zheng Hongyan, Vice President of JD Group and President of JD Mall New Distribution Business Unit. Group photo of the three teams. Coca-Cola products are well received on JD's Zhanggui Bao platform. Continuously strengthening cooperation with JD New Distribution. As early as June this year, Coca-Cola China, together with COFCO Coca-Cola, signed a strategic cooperation agreement with JD New Distribution. The three parties carried out in-depth cooperation in multiple aspects, including direct delivery from manufacturers, joint upgrading of traditional grocery stores, and co-building a big data monitoring platform for FMCG. They all agreed that continuous technological innovation and open empowerment can bring more borderless retail solutions to brand owners, traditional grocery stores, and consumers. Since the cooperation between Coca-Cola and JD New Distribution, its products have been widely welcomed by store owners on the JD Zhanggui Bao platform, becoming a must-buy for stocking, with continuous good sales performance. For example, during the JD New Distribution 618 event, Coca-Cola's sales increased several times year-on-year. On this basis, Coca-Cola hopes to explore more new market channel plays with JD New Distribution, continuously improving retail efficiency and experience. At the same time, the highly anticipated "Coca-Cola 520 Plan X JD Convenience Store" project is also being promoted in many places across the country. Industry insiders believe that due to consumption upgrades, consumer demand has become personalized and diversified, requiring companies to continuously produce products that better meet consumer needs and deliver these products to consumers more efficiently. Therefore, it is particularly important for brands to achieve online and offline integration and create ubiquitous consumption scenarios. The cooperation between JD New Distribution and FMCG leader Coca-Cola is a vivid attempt by a B2B platform and a strong brand to explore borderless retail. This attempt relies on e-commerce empowerment in technology, data, marketing, and supply chain, and has a significant effect on improving consumer experience and efficiency. -END-