At 24:00 on November 11, JD's 11.11 shopping festival officially concluded, and JD New Channel also revealed its performance in this carnival covering online and offline, omnichannel and multi-scenario. Data shows that from November 1 to 11, New Channel's cumulative 11-day sales reached 208% of the same period last year, and sales in the first hour of the peak sprint reached 10 times that of the same period last year. Behind this 11.11 igniting store owners' stockpiling enthusiasm, it is evident that JD New Channel's original intention and determination to create omnichannel increments for the upstream and downstream of the industry have achieved results. Zheng Hongyan, Vice President of JD Group and President of the New Channel Business Unit under JD Retail's General Merchandise Omnichannel Business Group, said: "In the fifth year of fighting 11.11, facing the challenges of stock and increment, New Channel has shouldered the responsibility as a platform for the deep integration of digital economy and real economy. While maintaining steady growth, it has also achieved an all-win situation for brands and categories. I believe that in the future, the industry's omnichannel increment template created and led by New Channel will bring better experiences and higher value to brand owners, channel distributors, retailers, and even consumers." -01- Omnichannel Operations, Stronger Penetration of Brands and Categories Thanks to New Channel's omnichannel and multi-model layout, brand owners can leverage the powerful platform advantages of JD's Zhangguibao to achieve maximum cross-category user penetration at the lowest cost. Battle report data shows that multiple hot-selling categories experienced rapid user growth during this 11.11. Among them, cat and dog food saw active users 25 times that of the same period in 2019, leading with the strongest growth rate; small home appliances were 13 times that of the same period last year; fruit wine, maternal and infant milk powder, and office supplies reached 9 times that of the same period last year; chilled fresh food followed with an 8 times growth rate; and user numbers for advantageous categories on Zhangguibao such as grain, oil, seasonings, and female care also showed a 200% upward trend. At the brand level, with the help of Zhangguibao's cross-category and cross-brand joint promotions covering more than 300 brands and over 6,000 products, most brands achieved a "double harvest" in both user numbers and sales. In terms of user expansion, during 11.11, brands such as Guozhen, Wushang, and Qixin reached 31 times, 12 times, and 10 times that of the same period last year, respectively, achieving significant increases in active stores; Lipton, Starbucks, and Fenjiu reached 5 times, 4 times, and 3 times that of the same period last year, respectively, demonstrating the boost to user growth from the platform-wide super gift promotion. At the same time, for some emerging or potential brands, how to open up sales in the existing market has always been a pain point. New Channel also helped them achieve strong sales growth. Brands such as Gerber, UHA, and Royal Canin saw cumulative sales during 11.11 reach 34 times, 28 times, and 11 times that of the same period last year, respectively; Jiusan, Meiliya, Wusu Beer, Ziyoudian, and Suntory reached 7 times, 6 times, 5 times, and 4 times that of the same period last year, respectively, showing growth vitality. -02- Full-Matrix Livestreaming, Faster Conversion for Multiple Businesses During this 11.11, New Channel not only brought stronger user penetration but also, through 1,111 full-matrix livestreaming sessions, helped brand owners and channel distributors achieve higher, faster, and more precise conversion. Data shows that the order conversion rate for a single livestream on Zhangguibao was as high as 75%, meaning that out of 100 users watching the livestream, 75 placed orders. As expected, New Channel helped brand owners and channel distributors shorten the sales conversion path and build more precise and efficient sales channels. Based on the growth achievements in Zhangguibao livestreams during normal times, brand owners further increased resource investment during 11.11, maintaining continuous livestreaming for 11 days, and some even conducted multiple livestreams per day to cover different user needs, achieving a single livestream sales high of 7 times that of the same period last year. For joint warehouses, the rapid conversion brought by livestreaming has become increasingly prominent, with daily livestreams often bringing several-fold sales growth. During this 11.11, a joint warehouse in Jinan, Shandong, achieved a single livestream sales high of 23 times that of its daily livestreams. -03- Full-Chain Resonance, Building More Scenarios Online and Offline JD New Channel's 11.11 carnival not only injected fresh vitality into the industry but also activated the operational capabilities of over one million offline stores. By building an online + offline B2B2C full-chain business model, New Channel also provided consumers with more high-quality shopping scenarios, allowing them to participate in the promotion anytime, anywhere. Battle report shows that during 11.11, orders on the Zhanggui管家 cashier system reached 7 times that of the same period in 2019; new users on the JD Bianli GO mini-program reached 17 times that of the same period in 2019, fully demonstrating that JD Bianli GO is continuously helping more stores achieve new customer growth. In addition, brand stores under New Channel generally achieved sales increases. During 11.11, JD Convenience Stores nationwide saw cumulative 11-day sales 4 times that of the same period in 2019; JD Maternal and Infant Life Hall and JD Convenience Famous Wine Collection, after nearly a year of rapid and high-quality development, achieved growth of 6 times and 9 times, respectively. It is not difficult to see that during this 11.11, JD New Channel, based on its online + offline omnichannel and multi-scenario layout, continued to deliver a sincere report card to the industry—while delivering increments to brand owners, distributors, and retailers at every node of the channel, consumers' perception of the 11.11 promotion has gradually shifted. JD 11.11 is not only online; offline carnival has also become a high-quality new lifestyle. Zheng Hongyan said, "This 11.11 has once again consolidated New Channel's industry position. In the future, New Channel will continue to accelerate on the 'fast track' of creating industry increments, meeting the consumption experience of omnichannel, multi-scenario, multi-category, and multi-user, and jointly creating sustainable, quality value co-creation and win-win development with partners." New Distribution Commentary: The 2020 JD New Channel 11.11 has once again concluded perfectly. Data shows that cumulative 11-day sales reached 208% of the same period last year. In addition, through cross-category joint promotions, full-matrix livestreaming, and full-scenario linkage, brand growth was achieved. Of course, growth is just the result. Behind the growth, the value to brand owners, distributors, and store terminals is what we FMCG practitioners really need to think about. First, from the time dimension. New Channel's 11.11 has shown several-fold growth every year, which is not easy. Because New Channel's business core is To B, connecting brand owners, channel distributors, and stores, focusing on the upgrade of supply chain cost, efficiency, and experience, unlike pure To C consumer business, where a discount or price cut today can drive natural sales growth through impulse consumption. For B-end business, store owners' needs are not only to purchase goods in one stop conveniently and effortlessly, but also to truly feel that the goods can be "sold" once they come in, so they are willing to stock up. This year, New Channel linked 300 brands and over 6,000 products for cross-brand and cross-category joint promotions. The growth in brands and categories is a reflection of brand owners, channel distributors, and retailers' recognition and trust in the platform's value. In the fifth year of fighting 11.11, JD New Channel, through continuous iteration and upgrades, has joined forces with brand owners, channel distributors, and terminal stores to continuously explore new industry models, already creating an industry increment template and establishing a relatively stable and solid moat. Whether it is omnichannel or multi-scenario, New Channel, as a digital platform, connects all parties to create a full-chain incremental ecosystem that can be linked, coordinated, and symbiotic. Second, from the coverage dimension. Where does the increment come from? One is the "quantity" of covered stores, and the other is the "quality" of covered stores. Of course, the "quantity" here not only refers to the over one million supply stores on JD Zhangguibao, but also to the multi-scenario brand stores that JD New Channel has been focusing on building in recent years—JD Convenience Stores, JD Maternal and Infant Life Hall, JD Convenience Famous Wine Collection, etc. It can be said that New Channel is continuously creating more scenarios. In addition, in terms of store "quality," these stores, after transformation and upgrade by JD New Channel, have extended from B-end to C-end, truly achieving stronger operational capabilities. During this 11.11, terminal stores, empowered by the digital tools provided by JD New Channel, used tools such as JD Bianli GO and small store SaaS to achieve more customer acquisition and more diversified traffic injection, ultimately improving the overall profitability of the stores. At the same time, when the B-end and C-end achieve digital connection, it can ultimately feed back to brand owners, enabling them to truly obtain real consumer profiles through the full-chain platform, forming consumer insights and consumption decisions. This is the value behind the growth we talk about. When looking at growth, we should not only look at the numbers but also the quality; not only look at the platform itself but also the upstream and downstream partners. When upstream and downstream partners, as well as consumers, can all obtain increments and high-quality products, that is the long-term value a full-chain platform should have! Tips will be paid 400-2000 yuan once adopted.