Digital Philanthropy Supports Post-Flood Reconstruction in Rongjiang

Recently, Rongjiang County in Guizhou Province was hit by severe flooding. In townships such as Dingwei Shui Township, Xinghua Shui Township, and Tashi Yao and Shui Township, Yili Group adopted an innovative model of digital philanthropy to deliver supplies—such as pure milk—precisely to 636 disaster-affected households.

Volunteers and residents unload relief supplies from the truck

Photo courtesy of Yili Group

Yili Group, in collaboration with the Chinese Red Cross Foundation and Tencent Foundation, launched the “Rongjiang Flood Relief: Yili Dairy Product Distribution” campaign on Tencent's “Digital Care Platform.” The initiative deployed “Care Cards,” and local township governments conducted on-site assessments to identify those in need and entered their information into the system. Beneficiaries verified their identities via facial recognition in the mini-program to claim their Care Cards and redeem free pure milk at designated locations.

During the relief effort, volunteers from Yili’s “Yixinxiangyang” (Sunshine-Oriented) program worked on-site, offering hands-on guidance to help residents navigate the digital process and ensure they successfully received Yili’s nutritional supplies.

Volunteers guided disaster-affected residents through digital procedures to claim relief supplies

Photo courtesy of Yili Group

Yili is currently committed to building a comprehensive disaster relief system integrating prevention, mitigation, preparedness, emergency response, and reconstruction—taking concrete steps to support the development of a resilient society. On June 25, the first batch of Yili’s donated relief supplies arrived in Rongjiang. As the floodwaters recede and the county enters the regular phase of post-disaster reconstruction, Yili has once again taken action—joining hands with members of its “Sustainable Social Value Ecosystem” to contribute to the rebuilding efforts through nutritional support and digital philanthropy.