Shunlian Dongli

What Shunlian Dongli does

Shunlian Dongli is a privately held Chinese social commerce platform founded in 2004 in Jinyun, Lishui, Zhejiang Province, and headquartered at Zhejiang Shunlian Network Technology Co., Ltd. The company operates an S2B2C (Supplier-Business-Consumer) model that combines a marketplace of 2,000+ brands and 5,000+ manufacturers (12.2 million SKUs) with a network of 12+ million 创客/店主 (creators/store owners) and 90+ million registered end users. Users open free online stores and earn commissions by sharing product links through WeChat and other social networks, eliminating the need for inventory, capital, or self-fulfillment. The company is positioned in the 下沉市场 (lower-tier city and rural) segment, with approximately 70% of users in third- to fifth-tier cities and rural areas. Technology is built on proprietary mobile apps (iOS, Android, WeChat mini-program), big data-driven product recommendations, multi-party payment integrations (WeChat Pay, Alipay, UnionPay), and a 优农计划 (Quality Agriculture Plan) operating 29 specialty pavilions across 14 provinces for direct agricultural product sourcing.

The company's revenue model spans transaction/commission fees on marketplace GMV, merchant/brand fees and promotional services, live streaming commerce monetization (launched April 2020), proprietary brand sales (朵趣, 向鲜, 寻乡货, 疆图酱酒), and agricultural upstream services. The platform offers a freemium model with a free store opening tier and a paid PLUS membership, supplemented by negotiated merchant fees. In January 2021, Shunlian Dongli established a joint venture, Zhejiang Zhonghong Shunlian Network Technology, with Hong Kong-listed Zhongtian Shunlian (HK.00994), holding a 39% stake and creating a potential VIE structure for an eventual Hong Kong IPO. The company has received three funding rounds totaling 150 million RMB in 2021 and additional strategic investment from Qingzi Investment in 2019. In 2025, the company announced cessation of its drug and medical device trading services, suggesting a refocusing of its marketplace verticals.

Name

Shunlian Dongli

Legal name

浙江顺联网络科技有限公司

Website

https://shunliandongli.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

251–500 employees

Short description

Shunlian Dongli is a Chinese S2B2C social e-commerce platform connecting 2,000+ brands and 5,000+ manufacturers with 12+ million creator-distributors and 90+ million end users across lower-tier cities and rural China. The platform monetizes via transaction commissions, merchant fees, and live streaming commerce, with a specialized focus on agricultural products.

Ownership category

akta.pro rank

Product category

Social Commerce Platform

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621)

SIC

Retail-Variety Stores (5331), Retail-Food Stores (5400)

akta.pro primary industry

DTC Specialty & Ethnic Food Delivery (AFAIANAH)

akta.pro secondary industries

Wholesale-to-Business Online Ordering (B2B Food E-Commerce) (AFAIAMAD), Enterprise & Professional Live Streaming Platforms (Webinars/Events) (MPACACAI)

Keywords

• Social commerce platform
• S2B2C marketplace
• Private domain e-commerce
• Agricultural e-commerce
• Live streaming commerce

Headquarters

HQ city

Lishui

HQ country

China

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure, Supply Chain

Revenue model

1. Transaction/Commission Revenue: Shunlian Dongli charges commission fees on transactions facilitated through the platform. The platform brings together 2,000+ brands and 5,000+ cooperating manufacturers with a catalog of up to 12.2 million SKUs. Store owners (创客/店主) generate sales by sharing products, and the platform earns a take rate on each transaction.
2. Brand/Merchant Fees and Services: Merchants and brands pay for enhanced placement, promotional features, and access to the platform's large creator/店主 base. The platform also earns revenue from premium store tiers and advertising within the platform.
3. Live Streaming and Content Monetization: The platform launched live streaming commerce in 2020. Streamers and merchants can purchase promotional features within live shows, and the platform takes a share of live commerce transactions.
4. New Brand Incubation - Super Spike Products: Shunlian Dongli incubates and promotes proprietary or exclusive brands (e.g., 朵杞, 向鲜, 寻乡货, 疆图酱酒). These products are sold exclusively or primarily on the platform, generating higher margins than third-party brand transactions.
5. Agricultural Product Upstream Services: Through the 优农计划 (Quality Agriculture Plan), the platform charges fees for promoting agricultural products from rural regions through specialty pavilions and live streaming. GMV from specialty pavilions reached approximately 700 million RMB.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Shunlian Dongli operates an S2B2C (Supplier-to-Business-to-Consumer) social commerce platform that connects 2,000+ brands and 5,000+ manufacturers with end consumers through a network of 12+ million individual creator-distributors (创客/店主) who share products via WeChat and other social networks. The platform also runs a 优农计划 (Quality Agriculture Plan) operating 29 specialty pavilions across 14 provinces, and integrated live streaming commerce in 2020. The platform offers 12.2 million SKUs to over 90 million users, primarily in lower-tier cities and rural areas.

Product overview

Shunlian Dongli operates as a unified private domain social e-commerce platform with the core 顺联动力 platform at its center. The ecosystem integrates multiple product lines: the main mall (顺联动力商城) serving as the core marketplace with extensive SKU coverage; 优农计划 as the agricultural assistance initiative connecting rural products to urban consumers; live streaming (直播间) as the interactive commerce module; and branded sub-products including 朵杞, 向鲜, 疆图酱酒, and 寻乡货 for health, premium goods, liquor, and agricultural specialties respectively. Gamification features like 鸡哥农场 enhance user engagement while the 商学院 provides merchant education. The S2B2C model connects 2000+ brands and 5000+ merchants with 12 million+ store owners through social sharing.

Differentiator

Problem solved

Functional benefit

Brands

• 疆图酱酒 (Jiangtu Maotai-flavored liquor): Super breakout baijiu (maotai-flavored liquor) brand created by Shunlian Dongli. Raised A-round financing in 2023. Core production area located in Maotai Town, the core production area of Chinese Moutai-flavored baijiu.
• 朵杞
• 寻乡货
• 向鲜
• 小吉书屋

Products and services

• Shunlian Dongli (顺联动力) Core Platform The core S2B2C social e-commerce platform enabling free store opening for users, product sharing, and commission-based sales through social networks.
• Shunlian Dongli Mall (顺联动力商城) Main e-commerce marketplace offering 12.2 million SKUs from 2,000+ brands and 5,000+ merchants, with mobile app and WeChat mini-program access.
• Shunlian Dongli Mobile App (Version 1.0 and 2.0) Native mobile application for iOS and Android enabling users to open free stores, share products, and engage in social commerce.
• You Nong Plan (优农计划) Agricultural Assistance Program Agricultural assistance program operating 29 specialty pavilions across 14 provinces, enabling farmers and rural cooperatives to sell products directly to urban consumers. Cumulative GMV reached approximately 700 million RMB.
• Live Streaming Commerce (直播间) Live streaming commerce feature launched in April 2020, combining social sharing with real-time streaming to drive direct sales. Over 400,000 streamers joined within one week of launch; generated 1 billion+ RMB GMV in the first year.
• Duo Qi (朵杞) Health Fruit Drink Brand Health fruit drink brand incubated and promoted by Shunlian Dongli. Sold over 20 million bottles in 22 sales sessions, breaking platform records for new brand sales.
• Xiang Xian (向鲜) Probiotic Brand Health-focused brand including probiotic products, targeting wellness and healthy living consumer segment.
• Jiang Tu Sauce Wine (疆图酱酒) Baijiu Brand Premium Moutai-style sauce liquor brand, completed A-round financing of tens of millions of yuan in 2023 led by Daxibu Fund (大西部基金).
• Xun Xiang Huo (寻乡货) Agricultural Specialty Brand Agricultural product brand featuring regional specialty foods. Brand focuses on direct sourcing from origin, bypassing intermediaries in the industry chain.
• PLUS Store Membership (PLUS店主)
• Self-Operated Zone (自营专区) Self-operated sales section on the platform for direct platform-managed sales of selected products.

Quantifiable outcome

• In 2018 Double Eleven, GMV reached 29.77 billion RMB in 24 hours, a 248% increase year-over-year
• +6 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability2 records

Feature4 records

Partnerships

21 partnerships are on record, tiered flagship, core and supporting.

• 小石集团 (Xiaoshi Group)flagshipStrategic or Co-development Partner · 23 March 2024In March 2024, Shunlian Dongli held a joint strategic press conference with Xiaoshi Group in Hangzhou, marking a major spring strategic partnership between the two companies. The founder Guo Hong'an also serves as chairman of Zhejiang Xiaoshi Holdings Group.
• 杭州顺视文化传媒有限公司 (Hangzhou Shunshi Culture Media Co., Ltd.)coreStrategic or Co-development Partner · 25 March 2023In March 2023, Shunlian Dongli partnered with Lingjun Network to co-found Hangzhou Shunshi Culture Media Co., Ltd., providing professional live streaming guidance for platform creators. The company focuses on new media operations, short video content creation, and streaming talent development.
• 中天顺联/中宏顺联 Ecosystem PartnerscoreStrategic or Co-development Partner · 1 January 2023Shunlian Dongli entered 2023 having completed three rounds of financing totaling 150 million RMB in 2021, and signed an MOU with listed company Zhongtian Shunlian for strategic cooperation and potential listing.
• 华际科工 (Huaji Kegang, Beijing Satellite Communication Technology)coreStrategic or Co-development Partner · 22 June 2022In June 2022, Shunlian Dongli participated in a strategic signing with Huaji Kegang and other companies to build a 'Satellite + Integrated Sky-Earth Smart Ocean Ecological System.' The partnership focuses on ocean fishery supply chain, using satellite communication, IoT, big data, and cold chain logistics to efficiently connect fishery supply chains and provide fresh seafood to consumers.
• 黑猫冷链 (Heimao Cold Chain)supportingTechnology or Integration · 22 June 2022Partnered with Shunlian Dongli and Huaji Kegang in the smart ocean fishery ecosystem, providing cold chain logistics solutions for fresh product delivery.
• 东南燕都 (Dongnan Yandu)supportingStrategic or Co-development Partner · 1 January 2022In March 2023, Shunlian Dongli signed a strategic brand cooperation agreement with Dongnan Yandu to jointly develop national tide brand products in the health supplement category.
• 黄金搭档 (Gold Partner / Huangjindadang)supportingStrategic or Co-development Partner · 1 January 2022In March 2023, Shunlian Dongli signed a national tide brand cooperation agreement with Gold Partner (a well-known health supplement brand) to develop co-branded products leveraging Gold Partner's brand recognition and Shunlian's distribution network.
• 马栏山视频文创园 (Malan Mountain Video Cultural Industrial Park, Changsha)coreStrategic or Co-development Partner · 7 September 2021In September 2021, Shunlian Dongli signed an agreement with Malan Mountain Video Cultural Industrial Park to establish a 'Shunlian Dongli Malan Mountain Short Video Creation Base.' The partnership focuses on content production, video cultural industry cooperation, and integration of short video creation with e-commerce and live streaming education (production-education integration).
• 淄博高新区管委会 (Zibo High-Tech Zone Management Committee)coreStrategic or Co-development Partner · 17 June 2021In June 2021, the Zibo High-Tech Zone Management Committee signed a strategic cooperation memorandum with Shunlian Dongli. The partnership covers brand incubation management, big health industry, live streaming ecosystem, SaaS services, agriculture, and cross-border e-commerce. Shunlian Dongli also visited Weifang and Linzi districts of Shandong Province for further cooperation discussions.
• 中天宏信/中天顺联 (Zhongtian Hongxin / Zhongtian Shunlian, HK.00994)flagshipStrategic or Co-development Partner · 24 February 2021In February 2021, Shunlian Dongli's parent company (Zhejiang Shunlian Network Technology) entered into a joint venture with Zhongtian Hongxin (International) Holdings (HK.00994), creating 浙江中宏顺联网络科技有限公司 (Zhejiang Zhonghong Shunlian). Zhongtian Shunlian holds 51%, Shunlian Network holds 39%, and a Shunlian senior executive holds 10%. The joint venture is focused on e-commerce retail and online-offline consulting services. In November 2021, Zhongtian Shunlian (renamed from Zhongtian Hongxin) was included in the MSCI Hong Kong Micro Cap Index, and there were reports of potential VIE-structure listing plans for Shunlian Dongli on Hong Kong Stock Exchange.
• 浙江传媒学院 (Zhejiang University of Media and Communications)coreStrategic or Co-development Partner · 27 December 2020In December 2020, Shunlian Dongli partnered with Zhejiang University of Media and Communications to launch the 'Shunlian Dongli & 顺势而为 Streamer Incubator Special Training Camp.' The collaboration aims to provide professional live streaming training for university students and aspiring entrepreneurs, combining academic expertise with practical platform experience.
• 中和亚健康服务中心 (Zhonghe Sub-health Service Center)coreStrategic or Co-development Partner · 20 December 2020In December 2020, the Ministry of Civil Affairs-approved Zhonghe Sub-health Service Center signed a strategic cooperation agreement with 浙江中宏顺联网络科技有限公司. The partnership aims to build a TCM-based preventive healthcare service system and promote the healthy development of the sub-health industry, leveraging both parties' strengths in traditional Chinese medicine culture and internet marketing.
• 顺势而为 MCN (Shunshi Erwei MCN)coreChannel Partner/ Reseller/ Distributor · 1 April 2020A leading MCN (Multi-Channel Network) agency that collaborates with Shunlian Dongli on the live streaming commerce platform. The partnership focuses on star and influencer incubation for the platform's live streaming channel, providing professional streaming skills training and content production.
• 多家MCN机构 (Multiple MCN Agencies including 凌绝文化, 嗨呀文化, 神州基地)coreChannel Partner/ Reseller/ Distributor · 1 April 2020Shunlian Dongli has partnered with multiple MCN agencies including 顺势而为, 凌绝文化, 嗨呀文化, and 神州基地 to jointly launch the 'Star Streamer Incubation Plan.' These agencies provide professional training, content creation, and talent management for the platform's live streaming ecosystem.
• 茅台集团/茅台醇酒 (Moutai Group / Maotai Distiller's Wine)supportingStrategic or Co-development Partner · 1 January 2020In July 2020, Moutai Distiller's Wine (a Moutai Group brand) was launched exclusively on Shunlian Dongli's platform, establishing a strategic distribution partnership for premium baijiu products.
• 浙江国际电子商务研究院 (Zhejiang International E-Commerce Research Institute)supportingStrategic or Co-development Partner · 1 January 2020In January 2020, Shunlian Dongli signed a deep cooperation agreement with the Zhejiang International E-Commerce Research Institute. Founder Guo Hong'an was appointed as a 'Special Expert' of the institute. The partnership focuses on e-commerce research, policy advice, and industry standards development.
• 斯里兰卡驻华大使馆 (Sri Lankan Embassy in China)supportingGTM or Marketing Partner · 1 January 2019In November 2021, Sri Lanka's Ambassador to China visited Shunlian Dongli's live streaming studio to promote Sri Lankan specialty products (Ceylon tea) to Chinese consumers. The ambassador's live stream session sold out the products immediately, generating significant media coverage.
• 非洲多国企业 (African Companies)supportingChannel Partner/ Reseller/ Distributor · 1 January 2019Under China's 'Dual Circulation' strategy, Shunlian Dongli partnered with multiple African companies to import their products. Additionally, the platform launched an African Star Streamer Incubation Plan to teach African youth live streaming skills, contributing to Belt and Road e-commerce cooperation.
• 中新食 (Zhongxin Food, Jilin) / 裕龙仓供应链 (Yulongcang Supply Chain)coreStrategic or Co-development Partner · 1 January 2018In August 2018, Shunlian Dongli signed a strategic cooperation agreement with Zhongxin Food (an import-export company from Jilin) and Yulongcang Supply Chain Management (Tianjin) to jointly launch the 'Guanghe Beiwei' (光合北纬) brand food safety initiative. The partnership focuses on high-quality agricultural product sourcing, supply chain integration, and food safety standards, leveraging the Zhongxin Jilin Food Zone's unique production environment.
• 娃哈哈集团 (Wahaha Group)supportingStrategic or Co-development Partner · 1 January 2018In June 2020, Shunlian Dongli signed a live streaming strategic cooperation agreement with Wahaha Group. The partnership enables Wahaha products to be promoted through Shunlian's live streaming channels, combining Wahaha's product portfolio with Shunlian's creator network.
• 陕西美农 (Shaanxi Meimong)supportingChannel Partner/ Reseller/ Distributor · 1 January 2018In September 2018, Shunlian Dongli partnered with Shaanxi Meimong to open the 'Northwest Warehouse #1' (西北1号仓) in Xianyang, Shaanxi. This self-operated fulfillment center improved logistics efficiency for western China deliveries and agricultural product sourcing.

Scale indicators12 records

Recent moves9 records

Expansion highlights7 records

Broad incumbents

• Douyin: ByteDance's short video platform and one of China's largest live commerce channels. Douyin's live commerce ecosystem competes for creator talent and consumer attention with Shunlian's live streaming commerce.
• JD.com: Major Chinese e-commerce platform with its own social commerce and live streaming initiatives. While primarily known for direct retail and logistics, JD's social commerce expansion creates partial overlap with Shunlian's merchant network.
• Kuaishou: Leading short video and live streaming platform that has become a major force in social commerce. Kuaishou's live commerce GMV competes directly with Shunlian's live streaming commerce feature.
• Taobao: Alibaba's flagship consumer e-commerce platform that has integrated social commerce features (Taobao Live, mini-programs). Taobao competes broadly with Shunlian but operates at much larger scale and tier-1 focus.

Direct peers

• Pinduoduo: China's largest social commerce platform with S2B2C-like group buying model targeting similar lower-tier city consumers. Both platforms leverage social sharing and creator-like promoters to drive sales, but Pinduoduo operates at vastly larger scale with hundreds of millions of users.
• Mogu Inc. China-based social commerce platform that pioneered creator-driven fashion e-commerce. While focused on fashion rather than general merchandise, Mogu shares the social commerce DNA of relying on key opinion consumers (KOCs) and creators for distribution.
• Yunji: Chinese social commerce platform that operates a similar S2B2C model with member-based creators sharing products. Yunji is a closer direct peer in business model and scale, though it has faced its own financial and operational challenges as a publicly listed entity.
• Beidian: Social commerce platform owned by Betta Pharmaceuticals that uses a similar creator-based distribution model. Beidian targets similar consumer segments and operates a comparable marketplace-plus-creator structure.

Emerging players

• Xiaohongshu: Social commerce platform built on user-generated content and creator recommendations. While primarily tier-1/2 focused, Xiaohongshu is expanding into broader social commerce categories that overlap with Shunlian's brand and product discovery model.

Others

• WeChat: Tencent's super-app ecosystem that provides critical infrastructure (WeChat Pay, mini-programs, social sharing) for Shunlian's S2B2C model. WeChat is an enabler and distribution channel rather than direct competitor, but its evolving commerce features create both opportunities and risks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xweibo.com/shunliandongli

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors1 record

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M&A

Investments

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Frequently asked questions about Shunlian Dongli