Yili Guliduo’s Rural Revitalization Campaign

With the Chinese New Year around the corner, Guliduo sought to increase its sales in China's lower-tier markets with particular emphasis on rural areas, which typically accounted for more than half of the brand's sales. Guliduo wanted to build positive brand engagement by contributing to China's ongoing national development of its rural areas. Thus, Guliduo decided to offer China's rural sellers a larger platform to boost their businesses.

To do this, Guliduo partnered with Kuaishou, rural China's leading short-form video and livestreaming platform, to support the sales of local produce. Guliduo also called upon village officials across the country to help support local growers, inviting them to become the ultimate livestream hosts responsible for marketing and selling the produce from their communities.