China’s leading short-video platform Kuaishou has entered into a strategic partnership with Yusiba, a top North American dietary nutrition brand. Together, they have launched the nation’s first “Bonded Warehouse Live Streaming Base” in the Ningbo Bonded Area, pioneering an innovative model of “direct supply from overseas brands + platform traffic empowerment + bonded ultra-fast delivery.” This powerful collaboration not only marks the entry of cross-border live streaming into the 2.0 era but also redefines the consumer experience for nutritional and health products.
As a national-level platform with 380 million daily active users, Kuaishou has deeply integrated its content ecosystem with supply chain capabilities to establish smart live-streaming studios in the bonded area following a “front-store, back-warehouse” model. While watching professional nutritionists explain products live, consumers can place orders in real time through “watch-and-shop” features, enjoying a novel cross-border shopping experience. Data shows that during the trial operation period, order fulfillment efficiency increased by 70% compared to traditional models, with prices nearly 30% more competitive than those in general channels.
This is not merely an upgrade of live-streaming e-commerce, but a restructuring of the cross-border consumption chain,” stated the head of Kuaishou’s cross-border e-commerce business. Through its AI-powered product selection system, the platform has identified 12 best-selling products from Yusiba that align with the demands of Chinese consumers. Supported by a traffic incentive plan worth tens of millions of views, the inaugural live stream achieved over RMB 5 million in GMV on the first day. What’s particularly noteworthy is the dedicated “transparent traceability” segment during the live stream, allowing viewers to track the journey of products in real time—from overseas factories to the bonded warehouse.
Jimmy, Global CEO of Yusiba, emphasized: “Leveraging Kuaishou’s digital marketing ecosystem, we have for the first time established a closed-loop operation encompassing ‘brand awareness, product experience, and member retention’.” It is reported that the two parties will jointly build a user health database. Utilizing Kuaishou’s AI health advisory system, they will create personalized nutrition plans tailored to consumers with different physical constitutions. The first launched sets—”Sleep Management Kit” and “Sports Nutrition Pack”—surpassed 10,000 orders during the pre-sale period.
Industry observers point out that this collaboration highlights three major innovative values: First, it pioneers a regulatory innovation model for “bonded warehouse live-streaming,” achieving a compliant restructuring of “person, goods, and venue”; second, it establishes a precision nutrition service system under the DTC model; and third, it explores a new pathway for the localized operation of overseas brands. It has been revealed that this model will be replicated and promoted as a demonstration case in cross-border e-commerce comprehensive pilot zones in cities such as Hangzhou and Guangzhou.
With the launch of the second phase of collaboration, Kuaishou and Yusiba plan to establish 10 regional bonded live-streaming centers and jointly develop 20 products tailored for the Chinese market within the year. This in-depth integration of digital technology and cross-border trade is writing a new chapter for consumption upgrading under the “dual-circulation” development pattern.