Endorsements and modeling career
Even before the start of the 2022 Winter Olympics, Gu was the face of multiple brands in China.[67] Gu fronts at least 23 brands in China across sports, fashion, and banking.[67] According to marketing expert Jerome Lau, "Gu can be perceived as a bridge for brands to resonate with the consumers in the China market."[67] Gu's status as a leading sports star in China is reported to have earned her over US$30 million in endorsements and advertising contracts.[67][59][68][69] According to media reports, her average fee per endorsement increased from $1 million in 2021 to $2 to $2.5 million in 2022.[67][70]
Gu is represented by IMG Models.[71][18] She has appeared on the covers of magazines such as the Chinese editions of Harper's Bazaar, Elle, Cosmopolitan, GQ, Marie Claire, V, L'Officiel, and Vogue.[2][18][72] Gu has been featured in campaigns for Western luxury brands such as Fendi, Gucci,[18] IWC Schaffhausen,[73] Tiffany & Co., and Louis Vuitton; she is a brand ambassador for the latter three.[71][18][73] She is a founding member of Victoria's Secret's VS Collective[74][75] and a Red Bull sponsored athlete.[3]