On June 1, JD New Channel's 'Crazy 618' grandly commenced. Following last year's 618 which first achieved 'blooming both online and offline,' this year's New Channel has been even more exciting. Online, a unique livestream announced the opening of 618, with multiple rounds of flash sales, direct price cuts, lucky draws, cumulative purchase rebates, and Super Brand Days taking turns. Offline, over 10,000 JD convenience stores participated, with over a hundred manufacturer roadshows across the country. As the 'trump card' of this 618, the online store mini-program recently launched by New Channel is tasked with bridging online and offline consumption scenarios, leading brand owners, stores, and consumers to play with the new posture of borderless retail. Zheng Hongyan, Vice President of JD Group and President of JD Mall's New Channel Business Unit, stated: "This is the first 618 after the implementation of New Channel's borderless retail strategy. Whether in terms of supply chain capabilities, technological innovation strength, or platform integration capabilities, New Channel has fully advanced and is capable of welcoming the era of borderless retail together with all partners upstream and downstream in the retail industry. Moreover, by continuously upgrading retail infrastructure and channel efficiency, New Channel will bring continuous value to manufacturers, retail stores, and consumers. This year's 618 will be the best example." Online Convenience Store Mini-Program Launched Seven Major Manufacturers Including Mondelez Issue Coupons Covering Hundreds of Products On the eve of 618, the JD Convenience Store 'Online Store' mini-program was fully opened to all Zhangguibao users. After stocking up on JD Zhangguibao, store owners can 'move' products to their online stores with one click for sale. This instantly triggered a registration craze among users, who found it surprisingly easy to open an 'online store.' Consumers marveled at the convenience of having goods delivered to their doorsteps without leaving home. Brand owners discovered that traditional offline channels could also establish 'direct connections' with consumers, not only maintaining old customers but also attracting new users and expanding their fan base with ease! The JD Convenience Store 'Online Store' mini-program has become a more convenient traffic entry point. As a highlight of this year's 618, JD New Channel, in collaboration with seven major manufacturers including Mondelez, Unilever, and Want Want, launched coupons covering hundreds of products. Whether consumers shop in-store or order from home, they can use these coupons as long as they pay online. This initiative, centered around the concept of 'payment equals membership,' helps stores quickly attract fans and enhances the stickiness of nearby users. The cool operation of 'Online Store + Mini-Program' attracted the attention of a large number of store owners, who rushed to use this format to prove their identity as borderless retail trendsetters. Consumers receive product coupons through the 'Online Store' mini-program For brand owners, this brings dual online and offline traffic, significantly increasing exposure and multiplying sales effectiveness. More importantly, the online store mini-program has become a key link in the full data chain of B2B2C, helping New Channel fully integrate online and offline consumption scenarios and become a better retail infrastructure provider. Over 10,000 Stores as Offline Main Venue More Than 20 Major Brands Take Turns Promoting, Plus Over 100 Roadshows As the online main venue for JD New Channel's 618, the JD Zhangguibao platform has stripped away all tricks to offer store owners the most direct and favorable benefits. Not only are there super benefits like flash sales, direct price cuts, all-category red packets, livestreams, lucky draws, and cumulative purchase rebates, but more than 20 brands including Mizone, Orion, P&G, Hengan, and Bluemoon will also take turns in the 'Super Brand Day' activities. JD Zhangguibao launches online 'Crazy 618' and 'Ball Must Respond' activities The offline main venue is hosted by JD convenience stores and Zhangguibao supply stores across the country. Starting from June 1, various JD 618 promotional materials and display stacks decorated the stores, making the 618 offline carnival a unique sight from the south to the north, across mountains and plains. In a JD convenience store in Majuqiao, Tongzhou, Beijing, store owner Zeng hung a banner reading 'JD 618 Global Mid-Year Shopping Festival' early on, with promotional posters and display stacks at the entrance being quite eye-catching. After opening the online store, the small shop's visibility in the surrounding area greatly increased, and foot traffic noticeably rose. "The JD sign is already attractive. When 618 arrives, customers see the posters and realize there are also offline promotions, so they all want to come in and take a look. This month is sure to sell well!" said store owner Zeng. Offline JD convenience stores have a strong 618 carnival atmosphere To welcome this 'borderless 618' online and offline, manufacturers have also joined forces with New Channel, not only stocking up on quality goods but also conducting over a hundred roadshows nationwide and providing special rewards for New Channel's field service team, striving to set new sales records this 618. Joint Warehouses Covering Over 500 Districts and Counties All Promoted JD Catering, Having Cooperated with Hundreds of Upstream Suppliers, Also Offers Discounts The two major new businesses announced by New Channel in March this year, Joint Warehouse Distribution and JD Catering, will also flex their muscles. As an important supplement to JD's fourth logistics network, New Channel's Joint Warehouse Distribution has covered over 500 districts and counties, with 20% of Zhangguibao users already enjoying the service. During 618, joint warehouses can enjoy all promotional discounts on the Zhangguibao platform and provide more efficient delivery services to stores. JD Catering has cooperated with hundreds of upstream suppliers including Yihai Kerry, Totole, Haitian, CP Group, COFCO, Deqingyuan, Yisai Beef, Nongfu Pork, Shunxin Agriculture, and Shandong Shouxian, supplying categories such as dried goods and seasonings, rice, flour and oil, meat, poultry, eggs and dairy, and daily fresh products. It has won the favor of large chain restaurants like Haidilao, Dongfang Dumpling King, and Shaxian Snacks, as well as many small and medium-sized restaurants. During 618, JD Catering not only brings significant discounts to platform users but also launches a 'Safe Ingredients for Home' campaign within JD to safeguard every JD employee fighting on the front lines of 618. The 'Safe Ingredients for Home' event at JD headquarters cafeteria With the gradual implementation of the borderless retail strategy, the borderless retail landscape created by JD New Channel, encompassing brand owners, distributors, wholesalers, terminal stores, and consumers, is beginning to take shape. The test of 618 will further upgrade New Channel's skills in empowering the entire industry, and upstream and downstream partners will also enjoy more dividends from borderless retail. In the view of New Distribution, B2B platforms have always emphasized empowering small stores, but true empowerment is not as simple as changing a storefront. Real empowerment not only provides support in product supply but also helps small stores actually sell their products. Undoubtedly, JD New Channel's 618 truly achieved this. In addition to empowering small stores in the product supply chain, it also helps them improve their daily business performance. Through the full-channel online and offline activities of JD 618, small stores are truly engaged in the activities, thereby increasing foot traffic and driving daily sales growth. This is a valuable reference for the entire FMCG B2B industry. -END-