P&G China's business had reached new heights thanks to the explosive growth of e-commerce in the country, but the rapidly increasing volume of shipments to customers had created operational and environmental challenges in terms of packaging waste, shipping damage, and capacity bottleneck especially during major online sales events. The company developed a new model to overcome the challenges by shortening its downstream supply chain, and the model had inspired new packaging innovations that led to a more environmentally sustainable business. But could the company take the model to the next level?