Live-streaming hosts from over 30 brands, including Midea, Gree, and Galanz, converged in Foshan for live sales of home appliances. This wasn't just a typical mall event or studio live stream; it was the launch of "Guangdong Goods Global Reach," a year-long campaign to boost the sales of products made in South China's Guangdong province.
The campaign was launched on January 15, aiming to enhance the market influence of high-quality products made in Guangdong and to promote their online sales. In 2024, Guangdong's total import and export volume exceeded 9 trillion yuan, maintaining its national lead for 39 consecutive years. In the first 11 months of 2025, the province's exports amounted to 5.5 trillion yuan, up 2.1%, while imports rose 8% to 3.11 trillion yuan. How are Guangdong-made products expanding their global reach?
Including live-streaming, the channels for Guangdong goods to go global are becoming increasingly diverse. From ports such as Nansha connecting the province with markets worldwide, to trade fairs like the Canton Fair attracting buyers from across the globe, and further to online shopping platforms and live-streaming sales, new online and offline business models are converging. These innovations are continuously enhancing consumption scenarios and the purchasing experience.
The campaign also seeks to strengthen the "Guangdong-made" brand. The Guangdong-made goods cover many aspects of people's lives. Guangdong has all 31 major manufacturing categories under China's national economic classification, with 15 ranking first nationwide by scale. Of the 104 industrial products, Guangdong accounts for more than 10 percent of national production in 44 categories and over 20 percent in 23 categories.
High-tech products manufactured in Guangdong are also in demand worldwide. The province produces about 40 percent of China's industrial robots, 80 percent of service robots, 18 percent of integrated circuits, and around 70 percent of the world's consumer-grade drones.
The spring campaign brings together more than 6,000 Guangdong enterprises across a wide range of sectors, including home appliances, mobile phones, apparel, food, smart terminals, automobiles, beauty and personal care, culture and tourism, and agriculture. It is supported by more than 10 major commercial platforms, including Alibaba International, JD.com, TikTok, and SHEIN, as well as numerous offline retail chains.
Starting with the launch, the campaign will later expand to cover more of the province's competitive industrial clusters. In the first quarter of 2026, 12 coordinated promotional events combining online and offline activities will be held, alongside an additional 18 supporting events.
Reporter | Dai Bosi
Photo | Zeng Xiangxing
Editor | Hu Nan, James Campion, Shen He
