On July 22, Singapore-headquartered Yulily, a short video-based intelligent e-commerce platform, officially launched its global public beta, igniting a wave of outdoor media promotions in major cities worldwide. From China’s key hubs—Beijing, Shenzhen, and Shanghai—to Ho Chi Minh City and Hanoi in Vietnam, and further to Seoul in South Korea and Kuala Lumpur in Malaysia, Yulily announced the full rollout of its “Short Video × Supply Chain × Marketplace” integrated smart e-commerce ecosystem with a powerful presence. This marks a milestone of innovative transformation in the cross-border e-commerce industry.

1. A New Force in Smart Digital Commerce: Redefining Global Business Connections
   As an integrated platform combining short video entertainment, cross-border e-commerce, and intelligent supply chains, Yulily is building a value-closed loop with its innovative S2K2C model (Supply – KOL – Consumer).

Its core business covers four main segments:

• YU VIDEOdistributes personalized content using intelligent algorithms;
• YU SHOPsupports entrepreneurship with features like “zero-inventory store setup” and “14-day settlement”;
• YUGEEKScarefully selects source products and builds a global warehousing and logistics network;
• Precision Ad Marketingleverages influencer data rankings to match brands and consumers accurately.

At the heart of the platform is its self-developed HERO AI system, which serves as the technological foundation:

• It enables 24/7 digital human livestreaming with real-time voiceover in 30+ languages;
• Its AIGC content engine automatically generates marketing assets tailored to global markets;
• The 4.0 intelligent algorithm delivers millisecond-level matching between products and user preferences.

This technology-driven model empowers everyday users to launch cross-border businesses effortlessly, realizing true “zero-experience entrepreneurship” through end-to-end support.

1. Yulily: From Industrial Belt Deep Cultivation to Global Expansion
2. Hangzhou Cross-Border Expo: Opening the Global Gateway for Made-in-China

In December 2024, Yulily debuted at the 13th ICBE International Cross-Border E-Commerce Expo, distributing more than 300 brochures within two hours and establishing preliminary partnerships with numerous original manufacturers.

Yulily’s COO, Graham Richards, personally led the team to visit factories around Hangzhou, forming strategic cooperation intentions with manufacturers of smart home appliances, eco-friendly household goods, and more—laying a solid foundation for Yulily’s “Made-in-China, Global Reach” strategy.

2. High-Speed Rail Campaign: A Moving Digital Silk Road

On May 20, 2025, the “Yulily Express” high-speed train departed from Hangzhou East Station, carrying with it the platform’s mission of empowering Chinese brands to go global. The train’s exterior featured the slogan “Yulily Empowers Chinese Brands to Sail Abroad,” symbolizing the platform’s commitment to supporting the internationalization of domestic products.

Inside the train, a fully immersive brand experience was created through comprehensive media coverage across seven key passenger touchpoints—including headrests, tray tables, luggage racks, and more. This multi-sensory branding integrated Yulily’s identity into every moment of the journey.

Leveraging the “space-time compression” of high-speed rail, Yulily effectively amplified its brand message—“Accelerating the Journey to a Better Life”—throughout the East China region, laying the groundwork for its broader national expansion strategy.

3. China Tour: The Chemical Reaction Between Industrial Belts and Short Videos
   In May, the concurrently launched “China Tour”spanned the Pearl Delta and the Yangtze River Economic Belt. The Yulily COO team conducted in-depth visits to industrial clusters such as Dongguan electronics, Shaoxing textiles, and Yiwu small commodities.

They established deep collaborations with numerous leading enterprises, analyzed and forecasted product sales volumes in Southeast Asian markets, explored new “scenario-based selling” models, and discussed how short video-driven scenario demonstrations (e.g., remote work usage scenes) could help open up new markets.

4. Vietnam Cloud Warehouse: A Key Move in the Southeast Asian Supply Chain

In June of the same year, Yulily’s supply chain brand YUGEEKS successfully launched its smart cloud warehouse in Hanoi, Vietnam, establishing a deep partnership with Vietnam Post (VNPost). Together, they built a logistics network capable of “24-hour customs clearance + 72-hour delivery across Southeast Asia,” improving delivery efficiency by 60% compared to traditional sea freight.

By leveraging the China-Vietnam land transport corridor, deliveries can now be completed in as fast as 48 hours, marking the successful implementation of Yulily’s “regional hub + local delivery” model.

This strategic move not only reduces cross-border logistics costs by 30%, but also enables more accurate product-market matching through localized sourcing teams, such as offering moisture-resistant home goods tailored for Vietnam’s hot and humid climate.

III. The Future Is Now: Building a Smart Digital Economy Community in the Asia-Pacific

1. Southeast Asia Expansion Roadmap
   In August 2025, Yulily will launch the construction of cloud warehouses in Malaysia and Indonesia, while simultaneously opening up local seller markets. This will form a tri-country integrated warehousing and logistics networkconnecting Vietnam–Malaysia–Indonesia.

Through a “stock from one location, distribute to multiple countries” model, the platform plans to achieve full coverage of major warehousing and logistics hubs across Southeast Asia by 2026, with gradual expansion into markets such as the Philippines and Thailand.

2. Asia-Pacific Strategic Upgrade
   In the medium to long term, Yulily will use Southeast Asia as a strategic baseto gradually expand into the Japanese and South Korean markets, establishing a smart warehousing system across both countries in phases. By combining localized short video contentwith intelligent warehousing and comprehensive logistics, Yulily aims to build an integrated network of “short video content + smart warehousing + full-spectrum logistics.”

This layout will form a “dual circulation” system with China:

• China’s supply chain will radiate globally via Southeast Asian hubs,
• While the Japan-Korea markets will export high-value-added productsback through the network.

3. Accelerator for Chinese Brands Going Global

Yulily’s “Global Expansion Support Program” for Chinese merchants has now entered the implementation phase. Eligible products can enjoy six months of free overseas warehouse storage, with the platform guaranteeing to clear inventory within six months, and if not, it will cover the return shipping costs. Yulily has already formed strategic partnerships with over 30 companies, including SF Express, and plans to help over 5,000 Chinese brands go global in 2025, aiming to achieve ¥5 billion in export volume.

At the cross-border product selection center in Xiaoshan District, Hangzhou, Yulily is cultivating the first generation of Chinese brands capable of global operations through a three-phase system of “Alliance – Hybrid – Self-operated” models.

1. Global Outdoor Media Collaboration: From Traffic Competition to Value Co-Creation

This global outdoor media campaign is essentially a three-dimensional presentation of Yulily’s globalization strategy: Exposure in core Chinese cities reinforces the “Made in China going global” channel, landmark placements in Vietnam and Southeast Asia echo the development of the regional warehousing and distribution network, and deployments in Seoul, Tokyo, and other cities signal the blueprint for Asia-Pacific expansion. This model of “online content traffic — offline scenario penetration — efficient supply chain support” is reshaping the value chain of cross-border e-commerce.

The deeper significance lies in Yulily breaking the traditional e-commerce traffic monopoly through the S2K2C model, enabling “zero-time lag” connections between Chinese source manufacturers and global consumers. As COO Graham Richards stated at the high-speed rail launch ceremony: “When the train travels along the Shanghai-Hangzhou line, we are not only transporting goods, but also delivering the warmth of Chinese intelligent manufacturing.” This warmth is reflected in the precise design of the Fruture electronic smart massager, in the delightful experience of Vietnamese consumers receiving their products, and even more so in the journey of global entrepreneurs realizing their dreams through the platform.

As the “Yulily Express” high-speed train continues its journey along the Digital Silk Road, what we see is not just a speeding train, but a new commercial paradigm of our era, from the initial trial at the Hangzhou Cross-border Trade Fair to the successful establishment of cloud warehouses in Vietnam, Yulily has achieved a leap from model validation to ecosystem construction. With the launch of its global public beta, this emerging global short video-driven smart e-commerce platform is writing a new chapter in cross-border commerce, not a zero-sum battle for traffic, but a value co-creation model where all stakeholders win.