On August 30, the 2024 China Post September 19 Farm Produce Festival officially kicked off. Vice Minister Sheng Qiuping of the Ministry of Commerce, Deputy Director-General Dai Yingjun of the State Post Bureau, Chairman Liu Aili and President Zheng Guoyu of China Post Group Corporation Limited (hereinafter referred to as China Post), and relevant officials from the Ministry of Agriculture and Rural Affairs and the Ministry of Transport jointly inaugurated the September 19 Farm Produce Festival.

Connecting farmland and kitchen tables, rural e-commerce is playing an effective role in increasing farmers’ incomes and driving the development of agricultural industries. Organizing September 19 campaigns for seven years in a row since 2017, China Post has fostered a distinctive rural e-commerce development model with postal characteristics, bolstered its brand image in serving rural revitalization, and helped bring more and more high-quality farm produce out of villages into the markets nationwide. The September 19 Farm Produce Festival this year highlights three key features. Firstly, China Post will focus on promoting local specialties, and continue to ensure smooth channels for shipping farm produce out to cities. China Post will tailor corresponding solutions to each category of farm produce and cultivate seven major categories with orders worth over 100 million yuan, including apples, pears, shrimps, crabs, peaches and plums. It will pool strength to establish 60 model bases with sales of over 10 million yuan and foster 6,000 hot-selling products. It will broaden the sales channels and increase the sales of farm produce, so as to help farmers raise incomes more effectively and promote the upgrading of rural industries. Secondly, China Post will harness the advantage of sectoral coordination to keep improving the ecosystem of the integrated four flows of commodity, logistics, information and capital. Targeted at rural industries with local features and the five major client groups including administrative villages, farmer cooperatives and family farms, large family farming businesses, agriculture enterprises and rural supermarkets, it will leverage the role of rural e-commerce in driving collaboration, so as to collaborate with its financial sector for equity services and its parcel, express and logistics sector for strengthened logistics support. China Post will continuously enhance its whole-chain comprehensive services in rural areas, and gather all strength across the postal network to make the ecosystem of the integrated four flows its competitive edge, thereby giving play to its role as the main force in serving rural revitalization. Thirdly, China Post will hold unique thematic events to amplify the brand influence of the September 19 Farm Produce Festival. Relying on the market-oriented and professional operation capabilities of its e-commerce platform online, China Post will organize campaigns like 10,000 effective livestream sessions, 10,000 top ULE store owners, and 10,000 efficient group buying organizers. Depending on postal outlets and ULE stations offline, it will hold match-making events for 1,000 enterprises, and shopping carnivals at all postal outlets and ULE stations, so as to construct a multi-faceted marketing matrix, increase dissemination of the September 19 Farm Produce Festival, and effectively boost its brand vitality and social influence.

At the kick-off ceremony, China Post, together with its strategic partners such as COFCO Corporation, Genertec (China General Technology (Group) Holding Co Ltd), China Media Group, Sinopec Easy Joy, China Unicom and China Telecom, jointly launched the campaign to facilitate selling farm produce to cities, so as to further expand the sales channels of farm produce and build strong synergy in assisting and benefiting farmers. Meanwhile, 10 postal representatives from model farm produce bases across the country and 10 ace postal livestreaming anchors in farm produce livestreaming sales were commended and awarded medals on site.