---
title: "Mizone's New Product Exclusively Launched on JD New Channel, Why Was It Sold Out on the First Day?"
description: "Mizone is making headlines again in the food and beverage circle, not only for leveraging the 'Spring Sugar' event to launch new products and continuing the popularity of light beverages over the past two years, but also because the exclusive launch platform was the rapidly rising 'JD New Channel'. The speed of the new channel is irresistible: the product was shipped from Zhongshan on March 10, entered JD New Channel's warehouse on March 11, and was exclusively launched on JD's ZhangguiBao platform at 8 AM on Monday, March 13, selling out within hours."
author: "食品君"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2017-03-14"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/UyC2AvngIocIMYUVZ9dqUg"
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# Mizone's New Product Exclusively Launched on JD New Channel, Why Was It Sold Out on the First Day?

> Mizone is making headlines again in the food and beverage circle, not only for leveraging the 'Spring Sugar' event to launch new products and continuing the popularity of light beverages over the past two years, but also because the exclusive launch platform was the rapidly rising 'JD New Channel'. The speed of the new channel is irresistible: the product was shipped from Zhongshan on March 10, entered JD New Channel's warehouse on March 11, and was exclusively launched on JD's ZhangguiBao platform at 8 AM on Monday, March 13, selling out within hours.

Today, Mizone is making headlines again in the food and beverage circle, not only for leveraging the 'Spring Sugar' event to launch new products and continuing the popularity of light beverages over the past two years, but also because the exclusive launch platform was the rapidly rising 'JD New Channel'.

The New Channel's speed is irresistible

According to multiple sources, Danone's 'Lemon's Here' is a compound fruit beverage. After being shipped from Zhongshan on March 10, it entered JD New Channel's warehouse on March 11. At 8 AM on Monday, March 13, it was exclusively launched on JD's ZhangguiBao platform, allowing terminal store owners cooperating with the New Channel to place orders immediately. At that time, all distributors, KA stores, and wholesalers had not yet received the product, and the official sale was not until four days later.

Latest monitoring data shows that 'Lemon's Here' was well received after launch, with 50% of the initial batch sold within three hours. By the time of the reporter's deadline at 5 PM, all new products had been sold out. The e-commerce manager of Danone was quite surprised by the 'New Channel speed': 'This distribution speed is too fast; it was unimaginable before.'

As the leader in bottled vitamin beverages in China, this partnership with JD New Channel, the leading FMCG B2B platform in China, is a strong alliance. Together, they challenge the distribution model of the domestic beverage industry, using the fastest distribution speed to create a benchmark case for rapid distribution by domestic manufacturers.

How fast is this speed? On March 13, the reporter interviewed a Beijing terminal store owner, Uncle Liu, who cooperates with JD New Channel, and recorded the entire process from placing an order on ZhangguiBao to successfully receiving the new product.

At 8 AM, 'Lemon's Here' was launched on JD ZhangguiBao. With the weekend warm-up, many store owners were waiting for the 8 AM sale to grab the product.

Around 8:10 AM, store owner Uncle Liu, amidst his busy schedule, quickly placed an order. The system indicated that the order was expected to be delivered on March 13 (today).

After 5 PM, 'Lemon's Here' was delivered to the store by JD Express. The terminal customer manager of the New Channel helped Uncle Liu stock the shelves.

Based on years of experience in the FMCG field, in the past, when brand owners used traditional channels to distribute new products to terminal stores, the product would first go from the manufacturer's warehouse to the distributor's warehouse, and then the distributor would deliver to the terminal. Even for the first store to receive the product, this process would take at least 3-7 days. To complete the first round of target stores and achieve a certain 'coverage', it would take at least half a month to a month. For many stores in lower-tier cities, getting the new product might take several months. However, JD New Channel, relying on JD's efficient warehousing and logistics system, can deliver 85% of ordered products to stores on the same day or the next day, truly like 'a sudden spring breeze overnight, blossoming thousands of pear trees'.

Rapid distribution: a three-step plan for new product launch

As is well known, it is easy to help companies promote old products, but difficult to promote new ones. Among the many new products emerging like bamboo shoots after rain, few can maintain popularity for two years. Therefore, effective new product promotion is not just about launching a new product, but more importantly, turning it into a bestseller. Many distributors or channels are daunted by this.

The New Channel, through JD's powerful warehousing and logistics system, skips intermediate links and helps brand manufacturers quickly complete targeted distribution to stores. After the new product arrives at the store, it will be promoted through customized marketing tasks to increase shelf turnover and ensure the product sells successfully.

This time, JD New Channel formulated a 'three-step' new product distribution plan for 'Lemon's Here', using promotional forms such as free samples, order coupons, and bundles with best-selling items to quickly distribute the product to terminals. Additionally, 'Lemon's Here' will launch further terminal display activities in April.

Win-win cooperation: turning more new products into bestsellers

For Mizone, this exclusive launch on the New Channel is an effective way to maintain stable performance and improve channel profits and efficiency. Besides consolidating its dominance in the sports beverage market, it also shows a gesture of goodwill towards the younger generation and aims to rapidly expand its market territory. For JD New Channel, it is about leveraging JD's resource advantages and innovative internet thinking to reshape the B2B channel, committed to turning new products into bestsellers. It is reported that in 2017, more and more new products will be launched on the New Channel platform.

At the upcoming 'Spring Sugar' event, JD New Channel will participate for the first time and hold a 'Spring Sugar Sword Debate' activity. For manufacturers in categories such as food and beverages, Chinese and foreign famous wines, and grains and oils, as long as they have quality products, stable supply, and competitive prices, they have the opportunity to cooperate with JD New Channel. The New Channel will provide customized services such as rapid distribution, precision marketing, terminal marketing, and big data. JD New Channel's efforts in innovative marketing will have a significant impact on the development and progress of the entire Chinese retail industry.

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