On 17 April, coinciding with Guangxi's traditional Sanyuesan Festival, the "Gui Brands — Taking Guangxi to the World" Guangdong–Hong Kong–Macao Greater Bay Area (GBA) Series kicked off in Guangzhou. The event was jointly organised by the Guangxi Zhuang Autonomous Region People's Government Office in Guangzhou and the Autonomous Region Market Supervision Administration, with the aim of advancing the "Gui Products Into the Bay" (Gui, 桂, is the abbreviated name for Guangxi) strategic initiative and leveraging the GBA's expansive consumer market and well-developed trade networks to accelerate the integration of Guangxi products into the national unified market. The concurrent "Guangxi Sanyuesan GBA Carnival" offered a concentrated showcase of Guangxi's rich ethnic culture and geographical indication products.

▲ Product Showcase at the "Gui Brands — Taking Guangxi to the World" GBA Event

Zhang Chunhua, Vice Chairman of Yuhu Cold Chain (Guangzhou) Trading Centre, attended as a keynote speaker. At the event, he co-signed the Cooperation Agreement on Co-Building a GBA Cold Chain Logistics and Supply Chain Operations, Product Curation and Distribution Centre for "Gui Brands — Taking Guangxi to the World" with Meng Yong, Party Secretary and Director of the Guangxi Zhuang Autonomous Region Product Quality Inspection and Research Institute, and Li Jin, Director of the Guangxi Zhuang Autonomous Region Comprehensive Service Centre for Docking with the Guangdong–Hong Kong–Macao Greater Bay Area Development. The three parties will collaborate over five years to jointly build a "Gui Brands" cold chain centre, establishing an efficient corridor for Guangxi's premium agricultural products to enter the GBA and reach global markets.

▲ Signing Ceremony for the GBA Cold Chain Logistics and Supply Chain Operations, Product Curation and Distribution Centre

Anchor Platform: From the "Jiangxi Model" and "Shandong Template" to a New Chapter with Guangxi

As a leader in China's cold chain food supply chain sector, Yuhu Cold Chain has built deep experience in origin-region partnerships. Guided by the mission of "setting offline distribution standards and empowering online digital trade," and leveraging its nationwide heavy-asset trading centre network alongside its deeply integrated OMO business model, Yuhu Cold Chain is committed to building an efficient bridge between production origins and consumer markets. To date, its nine operating and under-construction trading centres reach 800 million people and have attracted over 1,000 regional industry leaders across mainstream cold chain food categories.

Jiangxi and Shandong were the first two provinces to establish province-wide partnerships with Yuhu Cold Chain. To date, over 200 agri-food enterprises from each province have established ties with the platform. Yuhu Cold Chain connects origin-region enterprises to a diverse range of sales channels across the country — wholesale, supermarkets, institutional catering, restaurant chains, food processing, and group purchasing — with the GBA Jiangxi Pavilion at Yuhu Cold Chain (Guangzhou) Trading Centre alone enabling over 30 enterprises to complete large-volume cross-regional transactions, accumulating over RMB 500 million (approximately USD 73 million) in transaction value over two years.

▲ Zhang Chunhua, Vice Chairman of Yuhu Cold Chain (Guangzhou) Trading Centre, delivers his keynote address

The signing with Guangxi marks a further deepening and scaling of Yuhu Cold Chain's origin-region partnership model. At the signing ceremony, Zhang Chunhua stated: "From Jiangxi and Shandong to Guangxi, we will continue to replicate and refine our origin-region collaboration model, helping more quality agricultural products reach national and global markets with greater efficiency and higher standards."

Five Pathways: How Yuhu Cold Chain Empowers "Gui Brands" to Enter the GBA and Go Global

▲ Zhang Chunhua outlines Yuhu Cold Chain's five-pathway approach to origin-region collaboration with Guangxi

In his keynote address, Zhang Chunhua set out the key pathways through which Yuhu Cold Chain will empower "Gui Brand" enterprises:

Integrated Warehousing, Transport & Distribution — Strengthening the Logistics Foundation

All parties will work together to bring the full range of "Gui Brand" products into Yuhu Cold Chain's trading centres, maximising the combined effect of its ecosystem network, high-standard warehousing infrastructure, and end-to-end service capabilities to support Guangxi enterprises in cross-regional expansion. Yuhu Cold Chain (Guangzhou) Trading Centre, for example, is located just 11 kilometres from Baiyun International Airport and benefits from integrated road, rail, water, and air connectivity — enabling cold chain food delivery to the GBA within 24 hours and nationwide coverage within 48 hours. Backed by over 60 digital systems, the park has achieved full digitalisation across cold storage temperature management, logistics scheduling, and transaction settlement, with end-to-end integrated management throughout.

Online Platform Enablement — Enabling Transparent Transactions

Through the "Yuhu Buyin" online trading platform, "Gui Brand" products gain access to supply chain integration and digital marketing services, enabling transparent price discovery with direct-source goods at fair market prices — connecting quality Guangxi products directly to end consumers.

Supply Chain Finance — Unlocking Distribution Efficiency

To address the cash flow challenges that often arise in cross-regional agricultural trade, Yuhu Cold Chain's end-to-end service capabilities and supply chain financial tools — including order financing, inventory financing, and receivables financing developed in partnership with leading banks — provide Guangxi enterprises with high-standard transaction fulfillment support, meaningfully easing working capital pressure.

Dual-Code Integration — Building a Transparent, Traceable Supply Chain

The Guangxi "Origin Code" and Yuhu Cold Chain's "Distribution Code" will be securely and efficiently linked, breaking down information barriers between production regions and consumer markets through a single unified code — and jointly exploring innovative applications of the code system across distribution and financial services.

Marketing & Global Outreach — Showcasing Origin-Region Brands with Confidence

Drawing on Yuhu Cold Chain's cross-border resource integration capabilities, the partnership will provide one-stop outbound market services — including export facilitation, customs coordination, product development, integrated marketing, and trade show support. Yuhu Cold Chain will also guide "Gui Brand" enterprises in exploring the "1039" market procurement trade model, opening new pathways for pre-packaged food to enter international markets with ease.

Serving National Strategy: Rural Vitalization and the Dual Circulation Framework

▲ Delegates on-site exploring "Gui Brand" quality products

This cooperation goes beyond a resource-matching exercise between two regions — it is a concrete expression of serving national strategic priorities.

Supporting the Development of a National Unified Market

In early 2026, six government departments including the State Administration for Market Regulation jointly issued the Key Work Plan for Modern Logistics Standardisation (2025–2027), which explicitly calls for accelerating the development of standards for digitalised and integrated cold chain logistics, and for strengthening the modern logistics framework of "corridors + hubs + networks." Yuhu Cold Chain's high-standard digital distribution network across China's core consumer cities — deeply integrated with Guangxi's "Gui Brand" origin-region resources — is a concrete example of promoting efficient inter-regional factor flows and breaking down market barriers.

Facilitating Domestic and International Dual Circulation

Focused on the core links of cold chain food distribution, and drawing on Yuhu Group's global food trade resources, Yuhu Cold Chain integrates supply overseas and consolidates distribution domestically, building a cold chain food supply chain system that combines financial and digital services. Guangxi, as a frontier of open cooperation with ASEAN, is well positioned — when combined with Yuhu Cold Chain's cross-border resource platform — to use the GBA as a springboard and further extend "Gui Brand" reach into RCEP markets and beyond, achieving integrated development of domestic and international trade.

Empowering Rural Vitalization and Quality Upgrading

The Action Plan for Improving the Modern Commercial Distribution System and Promoting High-Quality Development of the Wholesale and Retail Sector, jointly issued by the Ministry of Commerce and eight other departments, explicitly requires "developing agricultural product cold chain logistics," "strengthening agricultural product production-sales linkages," and "guiding agricultural product distribution enterprises to extend into the upstream production stage." The five-year deep collaboration between Yuhu Cold Chain and Guangxi will — through sustained production-sales linkages and end-to-end empowerment — drive the development of a higher-quality, standardised, branded, and high-value-added distribution ecosystem for Guangxi agricultural products. Consumer-end quality demands will pull through quality upgrading at the production end, helping "Gui Brands" make the leap from "grown well and raised well" to "sold well and known widely."

A Shared Future: Taking "Gui Brands" from the GBA to the World

Looking ahead, Yuhu Cold Chain's digitalised distribution network spanning China's core consumer cities will continue to provide "Gui Brand" agricultural products with comprehensive digital services across marketing and promotion, brand value enhancement, production-sales linkage, and order fulfillment. In the context of building a national unified market, this model of deep integration between production origins and consumer markets not only injects fresh momentum into Guangxi's agricultural modernisation, but will also contribute replicable, scalable benchmark experience to the upgrading of China's cold chain food supply chain system and the cause of rural vitalization — empowering Guangxi enterprises and Guangxi products to thrive across China and reach the world.