Another 618 has arrived, and the JD 618 promotion has become a national shopping festival. These days, many people are already attracted by various discounts and promotions, starting their shopping spree. Of course, as channel practitioners in the FMCG industry, we must pay attention to JD New Channel's 618 promotion that connects online and offline. As the first national shopping festival after the pandemic, reviving physical retail stores is also becoming a hot topic. What new moves does New Channel have for this 618? It's worth digging into. From the information released by New Channel, we can clearly see that the B2B2C full-chain value proposition that New Channel has been emphasizing is becoming clearer and more firmly implemented. Why do we say that? JD New Channel, with stores at its core, is building a "push-pull combined" full-chain system, empowering brand owners to achieve more precise distribution and helping stores achieve faster, more, and better product sell-through. **-01-**Push: Data-based precise distribution, getting suitable products into suitable stores According to recent releases from New Channel, before 618, JD New Channel upgraded its store-side operational tools, especially the JD Zhangguibao App and the Zhanggui Manager cashier system. ▲ JD Zhangguibao homepage fully upgraded Take the JD Zhangguibao upgrade: the store ordering experience is simpler and more direct. The more visually impactful homepage theme lets users get 618 promotion information at a glance; coupon combinations with different thresholds provide users with more choices, maximizing discounts while allowing direct collection on the homepage; the promotion floor adds category entrances, allowing users to more intuitively obtain the best cross-category discounts. To enhance the exclusive experience for V1-V4 Zhangguibao members, New Channel introduced nearly a thousand exclusive hot products and exclusive low prices, with scarce items like 53-degree Feitian Moutai available only to members for a limited time. At the same time, the ordering and sell-through functions of JD Zhangguibao are now connected with the Zhanggui Manager cashier system, providing stores with one-stop intelligent operations for ordering, management, and marketing, while also adding a new traffic entrance for brand resource investment. In other words, through the Zhanggui Manager cashier system, stores can not only achieve precise product selection and one-stop ordering based on the big data accumulated by New Channel across the entire B2B2C business chain, but also independently set up sell-through activities, and even earn commissions by completing sell-through tasks from the platform and brand owners. For brand owners, Zhanggui Manager brings stores closer to brand resources, enabling more precise store resource investment while strengthening independent marketing settings and precise reach. This is also the key to brand owners achieving precise store targeting and distribution. Of course, that's not enough. At the end of 2019, on the fourth anniversary of JD New Channel, it promoted the launch of "Six Unified" stores, with unified store image signage, store management, facility configuration, service standards, product planning, and logistics distribution. Through strong store control, New Channel can gain more transparent supply chain and product sell-through data. And this data is no longer "general data," but real data from every transaction link from manufacturers to stores, and even to consumers. ▲ JD Convenience Stores, Mingjiuhui, and Mother & Baby stores celebrate 618 together When brand owners have this data, they no longer just sell bestsellers but, based on insights into retail and consumer behavior, recommend suitable products differently. In addition to data, "Six Unified" stores can offer brand owners a series of marketing resource placements around new product promotion and sell-through, such as in-store smart advertising screens, exclusive shelves, cashier screens, store materials, and other forms of marketing implementation carriers. Based on store insights, brand owners can achieve bottom-up precise product distribution, especially for new product launches, completing the marketing loop from awareness to transaction to delivery. This pushes brand distribution not just as simple coverage numbers but more as "quality" precise matching distribution. **-02-**Pull: Using JD Bianli GO Mini Program to Bring in More Business JD New Channel, through multi-scenario layout of "Six Unified" stores, effectively releases the brand endorsement of JD's "genuine good products." Coupled with sell-through tools like the JD Bianli GO mini program to connect online and offline consumption scenarios, store customer acquisition and business will significantly improve. ▲ Consumers collecting coupons on JD Bianli GO Since the promotion warm-up on May 18, New Channel, together with 20 brands including Coca-Cola and Unilever, launched the "Find JD Lucky Star to Earn Commission" activity. Stores guide customers to collect coupons and spend via the JD Bianli GO mini program to earn commissions. Currently, the daily order volume on the JD Bianli GO mini program has reached 10 times the usual level. A supermarket in Changchun gained over 300 new customers in a single day. Store owner Wang Hongwei said, "Previously, I posted single-item specials in the group, and few participated. Now with JD Bianli GO, the whole store has discounts, and everyone is interested. On the first day, revenue was over 10,000 yuan more than usual." This was even more evident during the pandemic. During that period, JD New Channel accelerated the expansion of online channels, helping more stores join O2O channels like JD Bianli GO and Meituan as soon as possible, actively conducting online sales, and adopting safer fulfillment methods like contactless pickup offline to meet consumers' daily needs. A store in Wuhan received over 100 orders in less than half an hour after opening the JD Bianli GO mini program. In addition to giving stores more traffic and channels, JD New Channel actively conducted multi-dimensional live streaming during 618, covering promotion strategies, brand and category recommendations, community group buying, and New Channel's "Six Unified" store investment policies. New Channel also empowered regional joint warehouses with live-streaming sales models, achieving dual growth in users and sales. ▲ Regional joint warehouses conducting Zhangguibao live streaming During a Zhangguibao live stream at a joint warehouse in Zhejiang, orders accounted for 91% of the day's total, and sales increased 15 times compared to the day before the live stream. Stores also more efficiently obtained product information, ordered promotional new products, and learned product selection strategies by watching the live streams. **-03-**Up and Down Linkage, Empowering Traditional Small Stores to Complete Digital Upgrade Frankly speaking, today's small store business is no longer based on location or customer relationships, but on data—a business that links online and offline, up and down. In the past, stores could only wait for customers to come, relying on location. But in the internet era, stores must learn to use digital means to completely break the spatial limits of store operations, expand their business scope, and allow consumers to stay home and have goods delivered. How can stores achieve digital operations? Perhaps the most appropriate way is to partner with a large platform with upstream and downstream industry chain penetration capabilities. Through cooperation, stores can gain access to the platform's complete supply chain system, meaning more and better product supply and one-stop procurement. Additionally, stores can gain online operational capabilities, online customer acquisition and traffic, and even online sales. This helps stores achieve "open one store, earn two incomes." From this perspective, the B2B2C full-chain platform built by JD New Channel can truly help stores upgrade their business digitally, better link online and offline, and also provide stores with one-stop precise product entry and faster, more sales from the most upstream brand owners, the very front of the product supply chain. **-04-**Summary Regarding this year's 618, Zheng Hongyan, Vice President of JD Group and President of the New Channel Business Unit under JD Retail's Large Supermarket and Omni-Channel Business Group, said: "During the pandemic, by accelerating the expansion of store online channels, New Channel's penetration capability across the B2B2C full chain was fully validated. For this 618, New Channel continues to integrate omni-channel resources, deeply merge online and offline scenarios, continuously deliver good products, good stores, and good business, and resonate with upstream and downstream partners and consumers." Here, good products, good stores, and good business refer to: based on New Channel's data insights into stores, more good products enter more matching stores; with JD's brand and professional team, traditional mom-and-pop stores become more "professional and efficient" retail stores, truly becoming service centers for consumers' daily needs; and ultimately, both stores and brand owners have a better business opportunity! Payment of 400-2000 yuan will be made once the tip is adopted.