---
title: "JD New Distribution's 'Growth Flywheel' for 11.11: The More Supply, the Stronger Sales; the Stronger Sales, the More Supply!"
description: "This 11.11, while attention is on online promotions, the offline battlefield is equally intense, led by JD New Distribution in the FMCG sector. On November 1, JD New Distribution launched its 'JD ZGB 11.11 Good Products Fair', with a simpler and more direct internal slogan this year, focusing on 'omni-channel supply and sales' to empower various offline retail scenarios."
author: "袁来"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2019-11-04"
categories: "Distribution & Channels, Management & Methods, Retail Formats, Supply Chain & B2B"
language: "en"
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markdown: "https://xinjignxiao.com/en/articles/jd-new-distribution-s-growth-flywheel-for-11-11-the-more-supply-the-stro-0c4d7652.md"
original_source: "https://mp.weixin.qq.com/s/jMVfzg5QKfFEag_8wLMa3w"
translation: "https://xinjignxiao.com/zh/articles/11-11-%E4%BA%AC%E4%B8%9C%E6%96%B0%E9%80%9A%E8%B7%AF%E7%9A%84-%E5%A2%9E%E9%95%BF%E9%A3%9E%E8%BD%AE-%E4%BE%9B%E8%B4%A7%E8%B6%8A%E5%A4%9A-%E5%8D%96%E8%B4%A7%E8%B6%8A%E5%BC%BA-%E5%8D%96%E8%B4%A7%E8%B6%8A%E5%BC%BA-%E4%BE%9B%E8%B4%A7%E8%B6%8A%E5%A4%9A-0c4d7652.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/jd-new-distribution-s-growth-flywheel-for-11-11-the-more-supply-the-stro-0c4d7652/"
citation: "袁来. “JD New Distribution's 'Growth Flywheel' for 11.11: The More Supply, the Stronger Sales; the Stronger Sales, the More Supply!.” New Distribution, 2019-11-04. https://xinjignxiao.com/en/articles/jd-new-distribution-s-growth-flywheel-for-11-11-the-more-supply-the-stro-0c4d7652/"
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---

# JD New Distribution's 'Growth Flywheel' for 11.11: The More Supply, the Stronger Sales; the Stronger Sales, the More Supply!

> This 11.11, while attention is on online promotions, the offline battlefield is equally intense, led by JD New Distribution in the FMCG sector. On November 1, JD New Distribution launched its 'JD ZGB 11.11 Good Products Fair', with a simpler and more direct internal slogan this year, focusing on 'omni-channel supply and sales' to empower various offline retail scenarios.

**This 11.11 has become the most bustling national shopping festival, and while we focus on the 'kaleidoscopic' online promotions, discounts, and pre-sales, the offline battlefield is also in full swing.** In the offline FMCG sector, the leader of this campaign is JD New Distribution. On November 1, JD New Distribution's 'JD ZGB 11.11 Good Products Fair' officially kicked off. As industry observers, New Distribution found that this year's internal slogan of JD New Distribution seems more **'simple and direct'**.
▲ JD ZGB 11.11 Good Products Fair kicks off with a gong
Zheng Hongyan, Vice President of JD Group and President of JD Retail Group's New Distribution Business Unit, stated that this year's 11.11 is not just a grand shopping spree, but also a drill for New Distribution's omni-channel fulfillment capabilities. By integrating the product sourcing capabilities of various JD Group business lines and complementing them with socialized supply channels, it aims to build a more mature **'omni-channel supply and omni-channel sales'** platform. **Consumers care about 11.11, but offline FMCG practitioners are more concerned about the underlying supply and sales logic.**
**-01-
****You provide the venue, we help you find people and products****
As a full-chain B2B2C platform in the FMCG sector, JD New Distribution leverages its accumulated supply chain advantages from self-operated business. Now, under a multi-model approach, it collaborates with brand owners, platform merchants, and joint warehouses to provide a multi-category, multi-format 11.11 feast for the protagonists offline—retail stores.
▲ Multiple JD Convenience Stores, JD Maternal and Infant Living Halls, and JD Convenience Famous Liquor Collections are decorated with 11.11 promotional materials
Of course, the protagonists this time are not only the millions of traditional mom-and-pop stores covered by New Distribution, but also various vertical scenarios such as liquor stores, maternal and infant stores, and restaurants. This is the first time New Distribution has launched a multi-scenario celebration. In JD New Distribution's understanding, these vertical scenarios are not just product providers, but also service providers beyond products: convenience stores are daily life service centers within community radius, liquor stores are alcohol service centers for business receptions, banquets, and group purchases, and maternal and infant stores are parenting life centers for mothers... Each scenario holds immense value, and New Distribution's role is to **'empower'**. Simply put: **'You provide the venue, we help you find people and products.'**
In traditional offline retail models, someone may help you find products, but the product range is limited and cannot be matched on demand, which presents certain pain points. Taking JD Convenience Famous Liquor Collection as an example, JD New Distribution upgrades traditional liquor stores by uniformly rebranding them as JD Convenience Famous Liquor Collection. Beyond changing the sign, it also enforces strong control over product sources and prices. The platform supplies liquor products to the stores, further controlling product source and quality through traceability anti-counterfeiting codes; prices are also uniformly managed via electronic price tags.
Through such 'strong control', from the consumer perspective, they gain a high-quality and reassuring experience. With a good experience, stores naturally gain more business opportunities, and brand owners are more willing to distribute best-selling products and new launches to matching stores in a timely manner, achieving precise distribution.
It is understood that JD New Distribution will provide exclusive APP pages for each vertical scenario, matching stores with a vast array of needed products for one-click replenishment. Notably, JD's own brand 'Life Hero' also made its debut this 11.11, offering stores more diversified, differentiated, and high-margin product choices.
Moreover, in the past, 'finding people' could only rely on one's own geographic location and word-of-mouth recommendations from services. Now, JD New Distribution also helps with online 'finding people'. During 11.11, JD Convenience Stores nationwide have successively joined JD Daojia and Meituan. Participating JD Convenience Stores can also receive online traffic from JD Convenience GO and JD.com, enabling consumers to receive coupons online and spend in-store. This opens a 'second window' for stores.
Fully respecting the value of each store, JD New Distribution amplifies each store's value points through the empowerment of 'finding people and products', leveraging JD's online and offline advantages to improve store business and consumer experience.
**Who ultimately benefits from this?**
**It must be the brand owners.**
**-02-
****Deeply connecting 'scenes' to serve brand owners****
What was just mentioned is what New Distribution internally calls 'omni-channel sales', which revolves around multiple vertical scenarios, empowering 'people and products' to bring more products and people into stores. 'Omni-channel supply', on the other hand, helps more brand owners place their products in suitable scenarios.
When JD New Distribution has the capability for deep multi-scenario connections, it naturally has the ability to serve brand owners. We have been talking about big data, but this refers not only to channel big data, but also to 'big data' of consumption scenarios.
Unified, this is full-chain big data based on B2B2C. JD New Distribution will combine JD's AI algorithm system to help brand owners achieve lower-cost, higher-efficiency distribution, improve fulfillment capabilities, and drive precise sales based on consumption behaviors behind various scenarios.
An AI data expert once said that the three conditions for AI to leverage its advantages are: **ultra-large scale, non-standardization, and uncertainty**. This aptly applies to the offline FMCG market. In the past, marketing actions often relied on experience, intuition, and pure manual work. Even with data, it was single-dimensional and single-scenario, with very limited value.
Due to the depth of China's lower-tier market, brand owners cannot use a one-size-fits-all approach to achieve scalable and standardized development across markets. At this point, the 'data middle platform' established by JD New Distribution can effectively predict and infer non-standardized and uncertain markets through historical data, comparative data, and data models. The more data accumulated, the more obvious the value.
It is understood that after a successful trial during this year's 618, JD New Distribution's Brand Self-Operation Center has become a front-end and back-end base for brand owners' independent operations, integrating promotion, marketing, and sales-driving system functions. Brand owners can independently select tags, set promotions, and drive traffic, achieving high-quality interaction with stores.
With JD New Distribution's ability to deeply connect 'scenes', data runs on the platform, naturally accumulating sufficient consumption and behavior data. Based on such data, brand owners can precisely allocate resources in predictive models.
**-03-
****The more you sell, the more you supply; the more you supply, the more you sell****
**What is a platform? Essentially, it brings together all parties in a field, improving the operational efficiency of the entire industry or field through reorganization, integration, cooperation, and innovation.**
As a B2B2C platform in the FMCG sector, JD New Distribution connects brand owners upstream and multiple vertical scenarios downstream. The more scenarios New Distribution connects, the more willing brand owners are to supply products on the platform; the more products, the more vertical scenarios are willing to come on board to select and order products. **This is like a high-speed rotating flywheel, where the effect enhances the cause, and the cause enhances the effect, forming a closed loop that strengthens with each cycle.** During this process, new service providers, such as joint warehouses, continuously increase the flywheel's speed.
JD New Distribution is continuously forging its data capabilities, fulfillment capabilities, product sourcing capabilities, and people-finding capabilities, providing a steady stream of accelerant for the flywheel.
Returning to Zheng Hongyan's mention of 'drill', 11.11 is not just a national shopping carnival, but also a test of whether the platform's 'various components' can still provide better service and higher efficiency when facing high-speed rotation. 11.11, let's wait and see!


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## Citation metadata

- Publisher: New Distribution
- Author: 袁来
- Published: 2019-11-04
- Canonical: https://xinjignxiao.com/en/articles/jd-new-distribution-s-growth-flywheel-for-11-11-the-more-supply-the-stro-0c4d7652/
- Original source: https://mp.weixin.qq.com/s/jMVfzg5QKfFEag_8wLMa3w

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