China Post has been actively supporting the national strategy of rural revitalization. It has constantly consolidated and expanded the rural market, and gave full play to its integrated flow of commodity, logistics, capital and information to address the three key difficulties in financing, sales and logistics in rural areas, demonstrating vivid examples of postal efforts in facilitating rural revitalization.

Ziyang Postal Branch in Sichuan province has built an ecosystem to broaden channels of benefiting rural households. It accelerated the construction of the three-tiered logistics system at village, township, and county levels. Within only one year, it completed 80 township-level centers and 963 postal and express stations at villages, which effectively solved the problem of “last mile” express delivery to rural areas and “first mile” collection in the process of selling agricultural products to cities. With small yellow buses (passenger buses shuttling between townships and villages) bearing words like “passenger and postal services to every village”, it provided rural residents with easy access to postal service and public transport. It planned "help you sell" events to expand sales channels of agricultural products through community group buying plus livestreaming. It launched local brands to promote farm produces for the benefit of rural residents, winning wide recognition from the villagers. It also came up with a series of such services as "help you borrow" and "help you transport", to solve the key problems in financing, sales and transportation faced by households engaging in planting and animal breeding, therefore making the ecosystem benefiting rural households grow stronger, better, and larger.

Zibo Postal Branch in Shandong province has given full play to its advantages in the integrated flow of commodity, logistics, capital and information, and made positive use of its advantages in information and channels to build an e-commerce livestreaming matrix. It assisted in selling local farm produces through discounts, livestreaming, community marketing and offline group buying. It helped seek buyers and expand sales channels, and enabled farm produces to reach consumers directly, hence eliminating intermediate links and increasing sales profits. In 2022, Zibo Postal Branch had five agricultural product projects with sales exceeding one million yuan, generating a total sales revenue of 59.92 million yuan (about 8.46 million US dollars), and an increased revenue of 28.19 million yuan (about 3.98 million US dollars) in mailing these products. At the same time, Zibo Postal Branch seized the advantage of the three-tiered logistics system at village, township, and county levels, to make sure that the local agricultural products can be transported quickly and efficiently on the fast track. Relying on the comparatively optimal routes in the industry, it launched dedicated direct lines suitable for transportation of fresh farm produces, further shortening the delivery time. In 2022, Zibo Postal Branch delivered a total of 6,715,300 pieces of agricultural products, helping farmers increase income by 134 million yuan (about 18.91 million US dollars). With practical actions, it fulfilled the responsibilities of a state-owned enterprise and facilitated rural revitalization.

Taking the cooperation projects benefiting farmers as the starting point, Henan Postal Branch has accelerated the construction of the three-tiered logistics system, built a livestreaming matrix of all postal companies in the whole province, strengthened coordination between postal and banking services, and provided excellent inclusive financial services, so as to effectively solve the financing, sales and logistics problems in rural areas with its advantages in the flow of commodity, logistics, capital and information. In 2022, Henan Postal Branch arranged for a total of 81 projects concerning three-tiered logistics system construction, with an investment of 378 million yuan (about 53.28 million US dollars). It constructed 113 county-level distribution centers in the province, covering an area of over 1,000 square meters. It established convenience service stations at all the administrative villages providing agency collection and delivery services and self pick-up function. It cooperated with express companies at all administrative villages, started transporting mail items by rural passenger buses on 160 cooperative lines, and established cooperation with 64 county-level passenger bus stations and 37 township-level transport service stations, generating a village-bound express volume of 245 million items. It created more channels to help farmers increase income by expanding the livestreaming matrix across postal companies in Henan. Based on platforms such as Douyin, Kuaishou and ULE, and centering on the three key elements of people, goods and livestreaming venues, Henan Postal Branch explored high-quality agricultural product resources through livestreaming marketing, and smoothed the circulation channels linking agricultural products to consumers, thereby helping farmers and their cooperatives increase income. Since 2022, the livestreaming accounts across the province have carried out over 100,000 livestreaming activities, generating a turnover of 120 million yuan (about 16.89 million US dollars). Henan Postal Branch and the Postal Savings Bank of China (hereinafter referred to as PSBC) Henan Branch have worked together to develop “Financing E” service, providing rural customers with an easy access to PSBC loans. In 2022, Henan Postal Branch successfully referred and developed 6,078 customers to PSBC Henan Branch, which granted “Financing E” loans of 1.531 billion yuan (about 215.5 million US dollars), effectively helping farmers solve their fund problems.

Zhejiang Changxing Postal Branch has taken the initiative to contact the local rose plantation bases, and assisted in the construction of e-commerce livestreaming studios to open up online and offline sales channels for roses. It coordinated business sectors such as express and logistics, finance and insurance, to provide the plantation bases with credit, insurance, logistics and other postal-featured services that can bring benefit to farmers. In this way, it helped the bases overcome the service obstacles in planting, production and sales. Meanwhile, Zhejiang Changxing Postal Branch actively collaborated with local agricultural departments, market regulators, supply and marketing cooperatives and other competent authorities, to facilitate the integration of product standardization into the whole process of agricultural processing and production, and promote the development of product series and branding management. It therefore solved the product standardization and logistics problems, kept increasing the added value of products, boosted farmers to gain more income, enterprises better performance, and eventually delivered more benefit to all parties, enabling roses to become flowers of prosperity and happiness for farmers.

Yuncheng Postal Branch in Shanxi province has provided active service for 2,172 administrative villages and 5,743 cooperatives, and built 1,132 postal convenience service stations, one national and three regional comprehensive demonstration cooperatives for farmers. In 2022, it delivered 4.5 million orders of agricultural products, granted 52.24-million-yuan (about 7.33 million US dollars) “Financing E” loans, and distributed 4,620 tonnes of farming materials, making positive efforts to address the difficulties in logistics, sales and financing that constrain the development of the rural market.

Huanggang Postal Branch in Hubei province has innovated the service models for farmers, and developed integrated services of inclusive finance, rural e-commerce, and logistics. It has integrated itself into local industrial chains to connect the upstream and downstream industries, and developed an ecosystem of all industries. To help a local rice company, Huanggang Postal Branch launched the company’s rice on the online platforms such as the Hubei mall on ule.com and the DMS system, and cooperated with local authorities to carry out pro-consumption projects, so as to facilitate the high-quality development of the rural industries with local features. At the same time, it has strengthened sectoral coordination. It integrated resources from both postal and banking sectors, and opened agency banking services. Through promotional events for financial services, rice-grower gatherings and other activities, it granted loans to the rice company and growers, thereby effectively addressed their financing difficulties.

Focusing on the Xuwen pineapple project, Guangdong Xuwen Postal Branch has strengthened cooperation with the local government, pineapple merchants and farmers, deepened business connection with all links of the pineapple industrial chain, engaged itself in land leasing, growing, purchase, warehousing, transportation and sales of pineapples. Guangdong Xuwen Postal Branch provided all-round services at both the production and sales ends. It joined hands with the Farms and Land Reclamation Administration to build a professional pineapple processing process ranging from sorting, screening, to packaging and transportation. It cooperated with the ULE platform for farm produces, contacted the sales channels such as fresh fruit wholesale markets and large chain supermarkets, and finally succeeded in selling pineapples online with the help of channels such as "ULE Store", "ULE Fresh" and "ULE Livestreaming" on ule.com. At the same time, it also carried out multi-channel sales on other e-commerce platforms such as Taobao, JD and Pinduoduo.

Working with the local government to hold agricultural product promotional events and online shopping festivals, Xinjiang Postal Branch has built a purchase and sales communication platform for postal enterprises, leading agricultural businesses, e-commerce companies from inside and outside Xinjiang and local agricultural cooperatives. It organized livestreaming sales of local produces like Hotan jujubes, walnuts, raisins and naan bread on Douyin, Pinduoduo, Taobao, ule.com and other platforms through its own channels. Consequently, it broadened the sales channels of local farm produces, enhanced the brand value of postal rural e-commerce, expanded the social impact of China Post in serving agriculture, rural areas and farmers, and facilitated local produces to go nationwide.

PSBC Jiangxi Ganzhou Branch has set up a financial service team for spring farming. They went to the fields, vegetable greenhouses, tea gardens and orchards to visit farmers, inspect agricultural conditions, ask about their needs, explain policies and address their difficulties, thereby providing financial support for farmers. Focusing on local key industries and making good use of financial products, Ganzhou Branch took the initiative to offer loans to farmers. It opened green channels and optimized the approval procedures to bring "timely rain" to spring farming. At the same time, by sorting out the existing customer bases, strengthening coordination with agriculture-related government departments, and visiting farmers before spring farming, it found out the funding needs of farmers, advanced credit granting to whole villages, and vigorously promoted online loans for credit users, “fast micro loans” and other loan products. It simplified business handling processes with technology empowerment to meet the funding needs of local farmers for spring farming preparation, and addressed their financing difficulties.

By facilitating the promotion, sales, delivery and financing of agricultural products, China Post has built a coordinated ecosystem, in which farmers gain profits, consumers benefit, China Post customers and government praise. It has also comprehensively enhanced the core competitiveness of postal enterprises in rural areas, and built a "China Post model" in supporting rural revitalization.