Zhang Jindong, Chairman and Founder of Suning Holdings Group, said a new collaboration agreement with liquor brand Wuliangye Group will help ensure fewer counterfeit goods enter the marketplace, as well as cut transport costs for both firms. Under the agreement, China’s largest electronic home appliance-turned-internet retailer will be able to collect products directly from Wuliangye’s factories and warehouses, and transport them to its own distribution centers, thus reducing the need for any middlemen, said Zhang. Shipping goods directly from Wuliangye to its customers in this way, especially those in remote areas of the country, will reduce the risk of counterfeits, as well as cut costs, he said. Wuliangye will also be given better representation in Suning’s more than 2,000 stores, and a new Wuliangye store has already been opened on suning.com, which offers customers a range of tailor-made Wuliangye products developed exclusively for the retailer. Zhang said Suning will also allow the liquor producer access to its huge big data resources to allow it to better understand the shopping habits of millions of Chinese consumers, which will help improve and adjust its portfolio, and improve the efficiency of its supply chain.