Abstract: Against the backdrop of the era of information,short video platforms such as TikTok and Kuaishou have rapidly emerged,presenting new marketing opportunities for various industries.Yili,as a leading dairy company in China,has achieved remarkable success in short video marketing.However,there are also challenges in the marketing process,such as adapting brand positioning to market trends,the unbalanced relationship between marketing costs and effectiveness,the need for continuous innovation in marketing content,and the risks associated with business diversification.To address these issues,this paper proposed optimization paths,including integrating online and offline marketing resources,improving the effectiveness of short video marketing,strengthening brand storytelling,and managing risks associated with business diversification.The aim is to provide valuable a reference for dairy companies in China,promoting the long-term sustainable development of dairy industry short video marketing.

Key words: Yili, dairy industry, short video, marketing