The September 19 Postal E-commerce Festival in 2023 was officially unveiled. This festival, centering on the theme “September 19 Postal E-commerce Festival — happy shopping in the harvest season”, aims to highlight unique characteristics, boost commodity flow and attract more traffic to the e-commerce platform. During the festival, China Post will to join the multisectoral efforts of finance, parcel, express and logistics business, as well as postal services by collaborative operations, obtain policy support and gather strength from different parties through interconnection with other authorities, and give full play to the special advantages of “postal service plus ULE” through unity and dedication, thus creating a distinctive “September 19 Postal E-commerce Festival”. The promotional theme of the e-commerce festival this year is “More Shopping on ULE, More Happiness with Families”.

Schedule of the Festival

Warm-up period: August 16 to 31
Formal campaign period: September 1 to 19
Extended period: September 20 to 30

With “9” as the iconic number, China Post sets the dates of August 19, August 29, September 1, September 9, September 19, September 23 and September 29 as the special promotion days in order to constantly create tipping points and boost people’s memory of the “September 19 Postal E-commerce Festival” with postal characteristics.

Goals

During the “September 19 Postal E-commerce Festival” in 2023, China Post aims to make improvements in five aspects, including commodity flow, channel activity, platform capacity, synergies, and brand influence.

Scaling up commodity flow. During the campaign, China Post plans to generate a two-way commodity flow of 6 billion yuan (about 833 million US dollars). The goal for upstream commodity flow is set to be 3 billion yuan (about 416 million US dollars), of which 800 million yuan (about 111 million US dollars) is expected to be generated from the turnover of agricultural products produced from the bases. Besides, China Post is to develop 1,500 hot-sellers for rural revitalization with over 10,000 orders. The goal for downstream commodity flow is also set to be 3 billion yuan (about 416 million US dollars), of which 2 billion yuan (about 277 million US dollars) is expected to be generated from the turnover of hot-selling products, and the other 1 billion yuan (about 138 million US dollars) from customized hot-sellers.

Boosting channel activity. For online channels, China Post aims to generate 1 billion yuan (about 138 million US dollars) from the transactions of “ULE Fresh”. It is to cultivate 80,000 new active group buying organizers, and launch 100,000 group purchases. It will secure a turnover of 500 million yuan (about 68.5 million US dollars) from “ULE Store”, where a daily average of 250,000 store owners will make effective referrals and 20,000 store owners will generate orders. Besides, it will carry out no less than 5,000 livestreaming promotions on ule.com. For offline channels, China Post aims to foster a total of 180,000 high-quality ULE stations cumulatively in a year, 100,000 of which will be the constantly active ones.

Improving platform capacity. During the campaign, the platform of ule.com is expected to have a daily average of 3.5 million UVs (unique visitors), altogether 5 million buyers, and 12 million newly registered users. It aims to secure a GMV (gross merchandise volume) of 4 billion yuan (about 555 million US dollars), of which the online retail transaction volume is set to reach 2.05 billion yuan (about 284 million US dollars), and its wholesale transaction volume 1.8 billion yuan (about 250 million US dollars).

Improving synergies. The goal of financial synergy is to achieve ahead of schedule the 40 billion yuan (about 555 million US dollars) annual target of AUM (assets under management) with the referral by ULE stations, and attract 3 million new members. A total of 250,000 ULE stations will offer financial services this year.

Enhancing brand influence. During the campaign, China Post aims to generate more than 500 million exposures, thus building the festival into the most influential e-commerce brand from a centrally administered SOE.

During the e-commerce festival, ten distinctive activities will be held, such as the mega-sale on special promotion days, promotion of over-10,000-order products for rural revitalization, the “ULE Cup” livestreaming popularity contest, the community group buying organizer competition, the “ULE Store” development plan, the subsidy for “Top 100 Counties” with hot-selling products, the celebration carnival in all ULE stations, the gold ground marketing competition, inclusive insurance reaching rural areas and best offers for premium members.