In 2024, “Passing on the Fragrance of Books in Hundred-mile Azalea”, the first book donation activity was initiated by Yuexiu Public Welfare Foundation and Yuexiu Commercial Management, a subsidiary of Yuexiu Property. The activity successfully held to build a knowledge bridge between urban and rural areas, and inject educational vitality into the rural revitalisation of the Hundred-mile Azalea Management Area in Bijie, Guizhou Province.
On 23 April 2025, World Book and Copyright Day arrived as scheduled. Building on the trust and inspiration of the past year, Yuexiu Commercial Management sets sail again, “Passing on the Fragrance of Books in Hundred-mile Azalea”, Yuexiu Commercial Management’s second book public welfare fundraising plan was officially launched. The plan is to build a strong public welfare alliance, innovative “public welfare books + teaching upgrading + nutritional care” diversified support initiatives and online and offline user participation in public welfare. This activity is based on the construction of “one library and one school” in Bijie Hundred-mile Azalea Management Area of Guizhou, deepening the brand’s commitment with public welfare IP, empowering commercial vitality with user interaction, leading sustainable development with ESG action, and continuing a new chapter of rural revitalisation with the power of books and culture.
Video review of the second “Passing on the Fragrance of Books in Hundred-mile Azalea”
Nationwide collaboration to build public welfare alliance, Innovative scenarios to empower public welfare forms
Yuexiu Commercial Management, together with Yuexiu Public Welfare Foundation, has mobilised all internal staff as a starting point to build up a strong centripetal force for public welfare, and at the same time, given full play to the advantages of the commercial platform to mobilise the participation of offices, retail malls, hotels and other diversified businesses under Yuexiu Commercial Management. It has seen the prompt response of tenants from 31 projects in 7 cities, including Beijing, Shanghai, Guangzhou, Foshan, Wuhan, Hangzhou and Bijie. From office buildings to retail malls, from hotel flats to office areas, the warmth of the “Book Donation Programme” initiative can be seen everywhere as a relay station of love. At the same time, the event innovatively joined hands with Guangzhou Charity Association, Yuexiu Group Yuexiu Club, Fengxing Dairy, Xie Tiandi, and King of Kings to build a public welfare ecosystem, giving full play to the synergistic effect of Yuexiu Group’s diversified industrial matrix, gathering public welfare synergies, and building a public welfare alliance.
The event innovated online and offline users’ participation in public welfare, empowered public welfare dissemination through business scenarios, and built a knowledge bridge between urban and rural areas in a diversified way, so that more people can pay attention to and participate in rural education. For example, the “book-for-gift” donation points set up in Guangzhou IFC and Wuhan Yuexiu IFC attracted over 3,000 enthusiastic participants. The charity sale of goods was held in a number of shopping malls across China, including VT101 Victoria Plaza in Guangzhou, Yuehui Plaza Nanhai in Foshan, and Starry Victoria Shopping Centre in Wuhan, taking into account the characteristics of their respective regions, and passing the enthusiasm for public welfare to every corner of the city. Yuexiu Commercial Management's membership platform “Joyous Club” launched the “Nutrition with Points, Nourish Children’s Hearts” online points pledging activity for more than 3 million members, expanding the participation channels through the redemption of members’ points and realising the benign interaction of commercial traffic empowering the dissemination of public welfare. This innovative love relay across many cities not only highlights the social value of commercial space, but also makes the concept of “public welfare for all” deeply rooted in people’s hearts.
Innovative multi-dimensional support system, Education first empowers rural revitalisation
Yuexiu Commercial Management’s second “Passing on the Fragrance of Books in Hundred-mile Azalea” book public welfare fund-raising programme was upgraded again, with the construction of “one library and one school” as the main position, and a total of 35,967 books were collected, with diversified support initiatives such as teaching upgrading and nutritional improvement. This activity pioneered a “Triple Growth Support System” integrating public welfare books, upgraded teaching resources and nutritional care into the growth triangle help system, extending public welfare participation from material donations to growth care, empowering rural revitalisation with culture and education first, and interpreting the original heart of enterprise public welfare with practical actions.
Knowledge changes destiny, reading lights up life. A total of 35,967 books were collected and donated to the construction of “One Library, One School” in Bijie Hundred-mile Azalea Management District, Guizhou Province. Among them, 30,407 high-quality books were donated to the Bailiduzhuan Community Library, which not only increased the library’s book collection by 40%, but also expanded the service scope to 100,000 residents in the neighbourhood, effectively meeting the spiritual and cultural needs of the local people. At the same time, 5,560 books were carefully distributed to Pengcheng Street Zaigong Primary School for the construction of a standardised library and classroom book corner. It is worth mentioning that this batch of books enabled the 397 children in the school’s kindergarten and primary school to realise a breakthrough of 39 books per student, far exceeding the national standard of 15 books per student, and further contributing to the new breakthrough in educational equity. “Since Yuexiu Commercial Management and our school entered into a sponsorship relationship, it has renewed more than 10,000 books for our school library, allowing the school children to read more and newer books. Seeing the children scrambling to read the new books during class, we really feel the change brought by knowledge. May the children make books their friends, build their dreams with learning, and turn this goodwill into the power to grow and give back to the community with the same warmth in the future!” Zaigong Primary School Chapter Principal said with emotion.
Educational support should not only provide immediate aid, but also cultivate long-term sustainability. In addition to book donations, Yuexiu Commercial Management also joined hands with the Guangzhou Charity Association to carry out innovative charity sales and fund-raising activities, raising a total of RMB 10,325.97. This funds will be used to update the teaching equipment of the Zaigong Primary School, creating a better learning environment for children and promoting the upgrading of the quality of education.
While focusing on rural culture and education, this public welfare activity also contributes to the nutritional care of the students of Zaigong Primary School in Pengcheng Street with practical actions. Yuexiu Commercial Management, in collaboration with the Chinese long-established brands of Yuexiu Group, such as King of Kings and Fengxing Dairy, donated King of Kings food and Xie Tiandi Black Earth Juanshan pure milk to provide students with “a cup of good milk, a delicious” nutritional combination of love and care, and to safeguard the health of their growth.
Long-term practice of ESG concepts, Shaping a sustainable public welfare IP
Education is the first step in rural revitalisation. With the success of the two consecutive “Passing on the Fragrance of Books in Hundred-mile Azalea” book donation activities, Yuexiu Commercial Management has taken practical actions to inject kinetic energy for the cultural revitalisation of the countryside. It not only further promotes the balanced development of education in Hundred Miles of Azalea Management Area of Bijie, Guizhou Province, but also is the practice of the state-owned enterprise’s social mission and a powerful response to it.
As the backbone of state-owned enterprises in Guangzhou, Yuexiu Group has always regarded “repaying the society” as an important proposition for enterprise development, and insisted on the “double-wheel drive” of economic and social benefits. Looking to the future, Yuexiu Prorpety will continue to uphold the role of a state-owned enterprise and the core of the Group’s culture, guided by the ESG concept, give full play to the advantages of commercial operations, link government departments, business partners, consumers and internal diversified industries, build a public welfare platform for resource sharing and value creation. Relying on the management foundation of the existing Bijie Marriott Hotel, Yuexiu Property will further deepen its strategic cooperation with the Bijie Hundred-mile Azalea Management District in Guizhou Province. Through expanding the support system, innovating the collaboration mode, and striving to build a sustainable “Public Welfare IP”, Yuexiu Property will empower rural revitalisation with commercial power, write a new chapter for the East-West collaboration between Guangdong and Guizhou, draw a beautiful blueprint of rural revitalisation together, and build a sustainable and better future.
