In order to enhance staff's awareness on environmental protection and to advocate for a green working environment, NWDS organized the "Let's Go Green" planting competition at all stores and offices from November 2011 to June 2012. Employees were encouraged to upload photos of their growing plants to NWDS weibo, so as to share their achievements with the public and to further promote the green message. The event received overwhelming response from staff.

In December 2011, NWDS organized the third nationwide green activity, "Let's Donate a Tree to Save the Earth" Waste Paper Recycling Scheme this year. The waste paper collected was recycled so as to improve customers' awareness of environmental protection, achieved the purpose of waste reduction as well as protection for the trees of the Earth. Customers who visited the stores of NWDS were given a "Tree Donation Card", with donation of specific volume of waste paper could get one tree donation stamp. After collected a specified number of stamps, customers could enjoy different shopping privileges in stores with their "Tree donation card". VIP and Platinum VIP card members of NWDS were eligible for additional rewards. The event did not only promote environmental awareness but also thanked customers for their support of NWDS. The waste paper collected was transferred to recyclers for further handling, while the proceeds were donated to charitable organizations.

From 9 to 25 September 2011, NWDS organized a nationwide "NWDS Green Mid-Autumn Festival - Moon Cake Box Recycling Campaign", encouraged customers to donate moon cake boxes to NWDS. Collected moon cake boxes were sent to recyclers for further process, achieving the goal of waste reduction and Earth protection. Customers donated one metal moon cake box or two paper moon cake boxes were given one donation coupon, purchasing in any of our stores with the coupon could enjoy fabulous privileges. The event collected more than 8,900 moon cake boxes in total, successfully promoted resource recycling.

In August 2011, stores in Eastern China District organized the "Uncle Caring's Stationary Store" goods exchange activity. Students can exchange stationeries, reference books etc.. Customers provided their stationeries could get a Green Sticker that entitled them to exchange one item.