Since 2015, 55% of offline shopping mall channels in China have experienced negative growth year after year, with 38% of malls declining by more than 10%. Wahaha's performance dropped from 72 billion to 49.4 billion yuan, a decrease of 22.6 billion yuan in revenue, marking a multi-year low. Money is becoming harder to earn. Consumer habits have shifted from offline browsing and buying to browsing in malls and buying online, causing a disruptive reversal in the online-to-offline sales ratio for most brands. With the emergence of cross-border shopping, video streaming, vertical shopping apps, and social e-commerce platforms like Smzdm, Xiaohongshu, and Pomelo, the consumer market for brands is increasingly fragmented, making channel management more complex and operations more refined and precise. Enterprises lack innovation, channel barriers have disappeared, and consumption is upgrading. Meanwhile, industry-wide overcapacity, product homogenization, channel conflicts, price wars, and cross-regional selling have left brand owners besieged in the new round of market competition. In the face of crisis, how can enterprises save themselves? The hasty preparation of two separate online and offline operating systems is driven by the disconnect between selling products and service experience, leading to increased online sales but failing to reduce costs or achieve economies of scale. For transformation and innovation, where should enterprises start? Should they build a new team from scratch to explore online competition, or use internet B2B platforms to increase transparency, improve marketing precision, and reduce channel construction costs? Jack Ma's interpretation of new retail is that in the future, offline and online retail will be deeply integrated, combined with modern logistics, and service providers will use innovative technologies such as big data and cloud computing to form the concept of new retail. E-commerce giants like Alibaba, JD.com, and Amazon are also targeting B2B to streamline and transform supply chain models. Currently, from infrastructure to technology to distributors, there are point-to-point B2B products, but platform-level products that truly integrate services are rare. E-commerce giants are rushing to build the "water, electricity, and coal" infrastructure for the new retail era, with JD New Channel and Alibaba Retail Link flooding in. According to the author, global brand giants like ABB, 3M, and Disney, in addition to expanding single-point channels, have joined Alibaba's 1688 Brand Station to accelerate omnichannel marketing layout on the 2B platform. To address channel fragmentation, these brand giants are attracted by the business opportunities brought by the omnichannel integration of the 1688 Brand Station, because the 1688 platform offers scenarios for various distribution channels, such as "Taobao Supply" for Taobao sellers, "WeChat Supply Market" for WeChat merchants, "Cross-border Supply" for Amazon, WISH, and LAZADA sellers, as well as a large number of enterprise customers and offline physical store buyers. It also leverages Rural Taobao and Retail Link to reach buyers in third- and fourth-tier cities and below. "Every seller is a potential buyer. 3M has a rich product line, and many products have not yet entered China. In the future, we will leverage our customer base and the information on the 1688 platform to help 3M's products enter China better. At the same time, we will help 1688 platform customers access international top-tier materials and technical support to improve efficiency." Regarding Alibaba's 1688 Brand Station, the author analyzes its layered business value: For buyers, brand direct access enables worry-free purchasing; for brand owners, relying on the brand station helps clarify the source, protect brand rights from the origin, and enable product reach and access to more channels and users; at the same time, the station provides unified processing of multiple e-commerce service functions, improving efficiency and making buyer profiles clearer, gradually forming integrated online and offline distribution; for distributors, the SAAS tools provided by the station optimize traditional transaction methods, covering more terminals at lower costs. The data formed by this informatization improves the risk control system of traditional financial institutions, enabling distributors to gain more support from internet finance and accelerate their growth. This Thursday (May 25) at 8 PM, we have specially invited executives from Alibaba's 1688 Brand Station to hold an online sharing salon: "How FMCG Enterprises Can Start E-commerce from Zero." Interested friends can add the WeChat below to join the group for the lecture. This lecture is free, and spots are limited. When adding friends, note: 5.25 registration. -END-