In China, more than 35 million tons of food are wasted every year, about half of which is wasted at the last stage of the supply chain: at retail and consumption. The government has been advocating for the “Clean Plate” campaign to reduce food waste and drive people to have better food consumption habits. Meanwhile we are witnessing the rise of near-expired food retailers that are gaining popularity with the younger generation.
We found there are many offline near-expired stores, but rarely online. What if we used the power of live stream that young people love to promote near-expired food?
Introducing The Live Expiry Commerce.
Connecting online near-expire stores through live streams, this sustainable business solution will promote food waste reduction and also allow people to enjoy shopping any time. Notably, in the live streams, various types of products are available and varied from different time of the day.
Our first live stream has made a great success with numbers of positive reviews from consumers who have watched the live event.
“Such a meaningful event and experience!”
“Will be supportive to such environmental protection initiatives.”
“The food combo must be the kids’ favorites.”
“Great. We can have a snack party with our families in CNY!”
For the next steps, we will introduce the expiry commerce to more clients. Moreover, we expect more clients and brands and consumers to join in the food waste reduction indicatives to get closer to our sustainable development goals.
Empowered by a strategic partnership between dentsuMB China, PIALA Hangzhou and Yaoyorozu Market Place Suzhou, The Live Expiry Commerce initiative will be a cocreation success driven by the strong technology capabilities of the three companies and the expertise in eCommerce and marketing.
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We are a next generation creative network designed for the digital age.
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