---
title: "Seizing 11.11: JD New Distribution Unveils 'Three Sharp Tools' to Drive Brand Growth"
description: "As the annual 11.11 shopping festival kicks off, JD New Distribution launches its 11.11 carnival on October 31 at 20:00. This year, the platform emphasizes 'stronger penetration, faster conversion, and more scenarios' to deliver omnichannel growth for partners. Key initiatives include cross-category joint promotions with over 300 brands, a massive B2B livestreaming campaign, and digital solutions connecting consumers, stores, and brands."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2020-11-02"
language: "en"
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# Seizing 11.11: JD New Distribution Unveils 'Three Sharp Tools' to Drive Brand Growth

> As the annual 11.11 shopping festival kicks off, JD New Distribution launches its 11.11 carnival on October 31 at 20:00. This year, the platform emphasizes 'stronger penetration, faster conversion, and more scenarios' to deliver omnichannel growth for partners. Key initiatives include cross-category joint promotions with over 300 brands, a massive B2B livestreaming campaign, and digital solutions connecting consumers, stores, and brands.

It's that time of year again—the national shopping frenzy of 11.11 is upon us.
At 20:00 on October 31, JD New Distribution's 11.11 carnival officially kicked off. What new tricks does JD New Distribution have up its sleeve this year?
Zheng Hongyan, Vice President of JD Group and President of the New Distribution Business Unit under JD Retail's Supermarket & Omnichannel Business Group, stated: **"Over the past five years, New Distribution has continuously optimized costs, efficiency, and experience across the supply and retail ends, creating a B2B2C full-chain growth model for the industry. For this 11.11 promotion, New Distribution will leverage stronger penetration, faster conversion, and more scenarios to unlock omnichannel growth value for upstream and downstream partners."**
Observant industry insiders will notice that JD New Distribution has adopted the slogan **"Stronger Penetration, Faster Conversion, More Scenarios."** From an industry observer's perspective, how should we interpret this? What value does this strategy bring to brand owners, and how does it generate additional growth for brands? With these questions in mind, let's dissect the three core highlights of JD New Distribution's 11.11 this year.

**-01-**
**Growth Driver 1: Cross-Category Joint Promotions**
**Low-Cost Penetration into More Stores**
Starting November 1, JD's Zhangguibao platform, in collaboration with brand owners, channel partners, and platform merchants, achieved for the first time unified discount strength across a hundred leading brands through cross-category joint promotions. **Over 300 brands, including Lay's, Orion, Mondelez, Three Squirrels, P&G, Mengniu, Vinda, Kotex, Adolph, and Langsha, and more than 6,000 products joined these cross-category, cross-brand promotions.**
This year, JD New Distribution kicked off 11.11 by uniting over 300 brands for cross-category, cross-brand promotions—something unimaginable for many brand owners in the past.
Previously, getting a product into a store relied on a manufacturer's or distributor's sales reps making repeated visits, building relationships, explaining selling points, and demonstrating profitability. After several rounds, the store owner might finally agree, incurring significant personnel costs.
Now, this can be achieved through JD New Distribution alone. Only a platform with strong appeal and influence could bring brand owners together, unify discount efforts, and enable stores to order multiple brands and categories in one go. **Through joint promotions, brand owners can achieve maximum cross-category user penetration at minimal cost.** For a typical small or medium store with around 1,500 SKUs and limited shelf space, adding a new brand is often approached with caution. Cross-category joint promotions, by bundling brands, allow brand owners to enter stores they previously didn't cover, facilitating product distribution.
Behind this lies JD New Distribution's "omnichannel supply" strategy, which integrates sourcing capabilities across JD Group's business lines and complements them with socialized supply channels.
After nearly two years of refinement, **the value of "omnichannel supply" is increasingly evident. Self-operated, joint warehouse, and platform merchant models now support each other, penetrate each other's markets, and create mutual growth. This unique platform advantage is gaining recognition from brand owners and channel partners.**
This is why more brand owners are willing to participate in New Distribution's cross-category, cross-brand promotions this 11.11. During the preheating phase, some brand owners achieved an average 30% user growth through cross-category gift-with-purchase offers. These joint promotions also benefit stores, allowing them to conveniently and cost-effectively stock up on needed products in one stop.
**From a single brand's perspective, for stores already covered, they can sell more; for uncovered stores, cross-category joint promotions enable broader coverage, especially for brands that lack deep distribution.**
Beyond product distribution, there's also product logistics. New Distribution's integrated B-end warehousing and delivery network continues to support this 11.11. With new warehouses in Linyi and Jieyang now operational, the city delivery system covering 30 provinces and 129 cities will significantly enhance fulfillment capabilities.
On the front end, cross-category joint promotions drive product distribution; on the back end, a broader and deeper city delivery network ensures faster product delivery to stores. This is Growth Driver 1, corresponding to New Distribution's **"Stronger Penetration."**

**-02-**
**Growth Driver 2: Livestreaming Commerce—Beyond Product Placement**
Livestreaming commerce is nothing new; it's a daily occurrence in C-end e-commerce. However, its large-scale application in the B2B sector is still rare.
▲ JD Zhangguibao platform livestreaming
**During 11.11, New Distribution will collaborate with brand owners and joint warehouses to host 1,111 livestreaming sessions, forming the "largest-ever" livestream matrix with the Zhangguibao platform, and will hold a "Strongest Store Livestream" ranking competition.**
In previous livestreams, New Distribution helped a joint warehouse in Henan achieve a 5x sales increase in a single session.
As we've analyzed before, livestreaming is essentially a more efficient information dissemination tool. Unlike text, images, or short videos, livestreaming allows 360-degree product displays and real-time user experience, conveying product value effectively.
In the past, when brand owners or distributors introduced products to stores, they relied on sales reps to explain selling points, profit margins, and shelf needs. However, due to varying product knowledge among reps, the effectiveness of recommendations was inconsistent, and accurate selling points often weren't clearly communicated.
With livestreaming, professionally trained hosts can present product selling points and profit margins to store owners in a one-to-many format, making product displays more vivid and engaging. This "promoter" approach is more appealing to store owners. Livestreaming essentially serves as a recommendation tool, using video to reduce users' selection and decision time.
For joint warehouse distributors, livestreaming is a powerful "promotion tool." Previously, only sales reps visited the market to pitch products; store owners rarely met the distributor boss. Now, distributors or their representatives can go live, not only boosting credibility but also positioning themselves as KOLs in store owners' minds, strengthening relationships with downstream clients. Every distributor is also a "super salesperson" in their local area.
Thus, B-end livestreaming not only recommends products to stores but also fully informs store owners about selling points and profit margins, giving them confidence and motivation to stock up, believing the products will sell well and meet their store's needs.
Wang Zheng, General Manager of Marketing at JD Retail's Supermarket & Omnichannel Business Group, New Distribution Business Unit, stated: **"New Distribution has standardized its professional and rich livestreaming theory and practical experience, opening it up to upstream and downstream partners. By exporting livestreaming capabilities and content, we aim to help brand owners and channel partners shorten sales conversion paths and build more precise and efficient sales channels."**
In the past, information flowed from brand owners to channel partners through distributors and sales reps, with losses at each step, ultimately affecting sales conversion. Now, through livestreaming, information is transmitted with almost zero loss, ensuring brand owners' messages reach store owners accurately.
This is Growth Driver 2 brought by JD New Distribution: livestreaming commerce—beyond product placement.

**-03-**
**Growth Driver 3: Direct Consumer Connection**
**Seamless Linkage Among Brands, Stores, and Consumers**
On the store front, during the promotion period, New Distribution will introduce high-traffic hot products worth over 10 million yuan to offline stores, attracting consumers with ultra-low prices like 1 yuan or 9.9 yuan. Through the JD Bianli GO mini-program, consumers can order for in-store pickup or home delivery and enjoy additional store-wide discounts.
To achieve this consumer outreach, it's essential to mention JD New Distribution's years of accumulation in offline scenarios—from the earliest Zhangguibao-supplied stores to the gradual upgrades of JD Convenience Stores, JD Maternal & Infant Stores, and JD Famous Wine Collection stores.
▲ JD Convenience Stores, Famous Wine Collection, and Maternal & Infant Stores celebrate 11.11 together
Now, all these various "scenes" are participating in the promotion, serving as offline venues for JD's 11.11, resonating with JD's online main venue for an omnichannel celebration.
With diverse scenarios, New Distribution continuously drives online traffic through JD Bianli GO. Additionally, it collaborates with brands like Rio, Crown, Weilong, Guangyou, Xiabuxiabu, and Fuchang to create offline in-store marketing positions. This effectively creates a closed-loop sales scenario: online traffic generation and customer acquisition, complemented by offline marketing touchpoints.
▲ JD Bianli GO
In summary, by developing products like the Zhanggui Manager intelligent store management system, JD Bianli GO mini-program, and small store SaaS, **New Distribution has built a complete digital and intelligent solution for stores, not only bringing diverse online traffic but also helping stores create online-offline customer acquisition scenarios, build a user base, and achieve customer expansion, repeat purchases, and revenue growth.**
From a brand owner's perspective, after product distribution is complete, the key is product sell-through. With JD New Distribution's platform support, product sell-through is facilitated.
Moreover, we've long talked about the big data era, where every enterprise should analyze data to understand consumer demand and purchase decisions, thereby supporting marketing decisions. But frankly, in the FMCG sector, due to low-involvement categories and impulsive consumption, it's difficult for FMCG companies to truly connect directly with consumers and obtain real data.
However, through platforms like New Distribution, this becomes achievable. On New Distribution's B2B2C full-chain transparent platform, brand owners can track product distribution flow in real time. When consumers order via JD Bianli GO at stores, the chain is complete. **From distribution to sell-through, full transparency provides not only tangible growth value but also the data value of the entire B2B2C chain.**
Which consumers bought, what flavors and specifications they chose, and what promotions attract purchases—all are clear. Even outside promotion periods, this data supports brand owners in formulating marketing strategies.
In fact, every retail store is a traffic node in consumers' lives and work—not just a consumer node, but also a product node and a supply chain node. To achieve a win-win-win in cost, efficiency, and experience, such nodes require a platform with appeal, influence, and brand power to empower them.
This is not only a need for stores but also for brand owners. Of course, **the ultimate goal is to deliver value to consumers—not just product value, but also service value. In turn, this ensures smooth, real-time visibility from brand owners to consumers.**

**Summary:**
To sum up, during this 11.11 promotion, **JD New Distribution, through cross-category joint promotions, "huddling together for warmth," helps more brand owners achieve store coverage and increase store penetration; through livestreaming commerce, it not only brings products into stores but also accurately conveys product selling points to store owners, enabling faster conversion and accelerating product sell-through.**
**Finally, on the store front, digital and intelligent customer acquisition connects online and offline, benefiting consumers with deals and stores with revenue, which in turn feeds back to brands, providing growth and data.**
Although 11.11 is still underway, this year's results look promising and are worth anticipating!

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