Jointly built by China Post E-commerce Co. Ltd., Shanghai ULE Network Technology Co. Ltd. and Hunan Postal Branch, the first-ever ULE livestreaming industry base in China was officially unveiled and put into operation in Changsha, Hunan, on April 21, to empower rural e-commerce and assist rural revitalization. Vice President Kang Ning of China Post Group and relevant officials from the Department of Human Resources and Social Security, the Women's Federation, the Rural Revitalization Bureau, and the Department of Commerce of Hunan province attended the ceremony.

As the first official one-stop livestreaming e-commerce entrepreneurship incubation base of China Post, the ULE livestreaming industry base aims to deeply implement the rural revitalization strategy, actively integrate itself into the development of rural e-commerce business, and focus on increasing the traffic of the platform and cultivating customer mindset to empower the development of rural e-commerce. It will build and optimize the postal livestreaming platform, develop a postal livestreaming ecosystem, integrate the products from agricultural product bases nationwide, and eventually help achieve coordinated development among different postal sectors and businesses to effectively improve the social influence and comprehensive service capabilities of the China Post brand.

Relocated in Changsha Postal Branch, the base consists of facilities such as offline experience centers for livestreamed products, various types of livestreaming rooms (small, immersive and large ones), multi-functional training rooms, multimedia conference rooms and so on. Its main business sectors include ULE official livestreaming execution (regular livestreaming, theme livestreaming, and origin-tracing livestreaming), postal live streamer incubation, supply chain construction, new media marketing and promotion, livestreaming platform function optimization, and e-commerce livestreaming skill training. After a year of trial operation, the base has currently undertaken projects such as official livestreaming of ULE—China Post's rural e-commerce platform, operations of new media accounts, skills training for postal e-commerce livestreaming talents nationwide, and China Post’s supply chain construction for farm produces.

After officially put into operation, the ULE livestreaming industry base will, from the perspective of cultivating customer mindset, create a new development situation where livestreaming is conducted monthly in the base, weekly in prefecture-level postal branches and all the time in postal outlets, and livestreaming marketing can be performed by every postal employee. It will launch origin-tracing livestreaming for China Post farm produces, which features gathering produces directly from bases, livestreaming and then mailing them to consumers immediately, so as to expand their sales channels, enhance brand awareness, increase communication effects, and promote the farm produces to go viral. At the same time, the base will seize the opportunity of ULE livestreaming to participate actively in key government projects on rural revitalization and the projects benefiting the public and agriculture. It will focus on villages, farmers’ cooperatives, family farms, leading crop and animal farmers, agricultural enterprises and rural stores, and give full play to the platform advantages of the integrated flow of commodity, logistics, capital and information, to generate the whole process services of immersive livestreaming, direct produce-gathering from bases and one-click mailing. This base will also provide agricultural enterprises with comprehensive whole industrial chain solutions, and consumers with farm produces of authentic flavors, high quality and at affordable prices, and build a green channel of direct sales and purchases for urban and rural residents through theme livestreaming, joint livestreaming with producers, immersive livestreaming and other forms.