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Sichuan tea leverages postal market
Sichuan tea leverages postal market
| China Post |2019-04-08

By the end of March, the Parcel, Express and Logistics Business Unit of Sichuan Postal Branch has dispatched cumulatively more than 20000 spring tea items, contributing 2.15 million yuan (approximately $320,000 ) to the income of standard express.  

This year, the spring tea delivery market in Sichuan province has seen fiercer competitions than ever, major courier companies and air freight forwarders cutting into the market in a low-cost way and dispatching huge crowds of salespersons to grab the supply channels. Under such circumstances, the Parcel, Express and Logistics Business Unit of Sichuan Postal Branch, with early planning and unified action across the whole company, launched the Jisuxian (temperature control solution) targeted marketing campaign with the theme “China Post escorts your spring tea delivery” in mid-February.

In view of the market situations of major tea producing areas, the Parcel, Express and Logistics Business Unit of Sichuan Postal Branch developed tailored solutions in accordance with the principle of market differentiation. the Parcel, Express and Logistics Business Unit of E’meishan City, Sichuan province, adopted the “on-the-spot + designated collection” strategy to strengthen the personnel deployment in Shuangfu tea market and designate personnel to contact the tea shops, tea merchants and tea factories around the market and offer them one-stop service. While the Parcel, Express and Logistics Business Units in Ya’an city and Yibin City implemented the “peripheral encirclement tactics” to solicit business from the tea factories and the tea farmers by providing them with door to door collection service. Meanwhile, the marketing and collection staff stationed directly into the local market to drum up clients by guaranteeing tea shipment through “postal flight plus air freight forwarder”. 

Spring tea delivery is very time-sensitive, so the Parcel, Express and Logistics Business Unit of Sichuan Postal Branch has taken unified action, setting up “2019 Sichuan Spring Tea Project” corporate WeChat work group to ensure the efficient and smooth information transmission of the spring tea project. If the source group found any abnormal mail items, they would report them in time. Then the Service Quality office of the Parcel, Express and Logistics Business Unit would trace and track the items through various channels, and communicate and collaborate with inter- or intra-provincial mail centers to speed up the handling of the irregularities and guarantee the experience of the end-customers.

At the peak time of the spring tea pickup and mailing, the business marketing center of the Parcel, Express and Logistics Business Unit of Sichuan Postal Branch assigned two Communist Party members to station at the tea markets in the famous mountainous areas of Emeishan City and Ya'an City to assist the collection, packaging and processing of the local spring tea, thereby strengthening the interaction with the tea merchants and grabbing the opportunity of market development.

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