The sixth "September 19 Postal Ecommerce Festival" has achieved better results than expected. With 14 key targets reached one week ahead of schedule, this postal ecommerce festival has become the one that is the earliest in target completion, the highest in performance growth, the most widely participated and the most influential ever.
The "September 19 Postal Ecommerce Festival" this year has set 16 core indicators covering 5 aspects, i.e. the commodity flow , channels, platforms, collaboration and publicity. By the end of the campaign, all indicators had reached the planned targets and hit the record highs. Among them, the upstream commodity flow had come up to 2.13 billion yuan (about 296.5 million US dollars), up by 90 percent year-on-year, and the downstream one 2.23 billion yuan (about 310.4 million US dollars), up by 56 percent year-on-year. The number of active organizers in community group buying had reached 188,000 with a 193 percent year-on-year increase. The GMV (gross merchandise value) of the platform 3.4 billion yuan (about 473.2 million US dollars), up by 60.3 percent year-on-year. The exposure rate 660 million times, up by 100 percent year-on-year.
New breakthroughs have been made in the scale of two-way commodity flow. Special promotions were launched focusing on postal agricultural products such as fruits, aquatic products, meat, eggs, flour and grains. During the festival, 955 items with over 10,000 orders were fostered, driving the online retail turnover to 1.27 billion yuan (about 176.8 million US dollars), up by 131 percent year-on-year. Theme marketing campaign for cooking oil and wine was organized, generating a turnover of 1.8 billion yuan (about 250.5 million US dollars) on wholesale hot-selling products, up by 69 percent year-on-year.
New breakthroughs have been made in activating online and offline channels. Platform promotions were organized to activate online channels. As a result, cumulatively 530,000 active ULE Stores have generated orders this year, up by 71 percent year-on-year. 188,000 organizers have been active in community group buying, up by 193 percent year-on-year. The marketing scenario linking social communities to neighborhoods has given an effective boost. ULE Stores contributed 42 percent to the platform traffic, and community group buying 51.2 percent to the platform retail turnover, driving the turnover of ULE platform (ule.com) up by 66.2 percent year-on-year. On-ground promotions were organized to activate offline channels. A total of 393,000 ULE stations have been active in business combination, up by 10.3 percent year-on-year. The membership of ULE stations has increased 4,895,000 consumers, up by 36.9 percent year-on-year.
New breakthroughs have been made in improving platform capacity. During the festival, ULE platform had 2.383 million UVs (unique visitors), up by 35.2 percent year-on-year, and 2.657 million buyers on a daily average basis, up by 38.1 percent year-on-year.
New breakthroughs have been made in business collaboration. During the festival, the business scale achieved by referral (including inclusive insurance) reached 390 million yuan (about 54.3 million US dollars), with a year-on-year growth of 683.8 percent. With the leveraging role of commodity flow and business coordination, the platform contributed 13.8 million packages in total. Cumulatively 740 million items were collected, with an increase of 183 percent year-on-year. 1318 discount activities for agricultural materials were carried out to actively draw customers to the financial sector. The Postal Life WeChat account and app drove 15.81 million visits to the ULE platform.
New breakthroughs have been made in means of marketing and publicity. A series of marketing activities were organized to engage all postal employees as shopping guides, who then reposted and shared the links of the activities and products via ULE Store or BSC to invigorate the store owners. Consequently, the total turnover of ULE Store reached 330 million yuan (about 45.9 million US dollars), up by 37.5 percent year-on-year. To postal employees, special offers were given for their online purchase. The 100 select high-quality commodities, with substantial discounts from the sellers plus additional subsidies, enabled the postal employees to enjoy real preferential purchase from the platform. Thus, with joint efforts, quality postal farm produces were promoted to thousands of households.
New breakthroughs have been made in the organization of the events. For the first time, a regular daily coordination mechanism was established to strengthen communication between postal enterprises and ule.com, China Post headquarters and its branches, ecommerce sellers and delivery service providers. For the first time, a competition event was organized at the "September 19 Postal Ecommerce Festival" mobilization meeting, with "Dream Goals" (achieving 120 percent of the target tasks) and "Striving Goals" (110 percent) set. For the first time in the festival，the special event of benchmarking and striving for excellence was launched, for which the awards for outstanding branches and stores were established. As a result, postal branches of Hunan, Anhui, Jiangsu, Zhejiang, Heilongjiang, Jiangxi, Fujian, Gansu, Xinjiang and Ningxia won the Top 10 Advanced Provincial Branches Award.