The 214 China Post Promotion Conference on Key Work of Letter and Delivery held in July proposed that the letter specialty should take customers as the center, further expand the two markets of delivery and cultural media, continue to expand the domestic and international businesses of small package, commercial letter bill and film sealing, and strive to improve the operation quality, marketing ability, market share and brand influence, so as to push the development of letter business to a new level. In order to better put the development ideas put forward by the meeting into practice by postal enterprises around the country, this edition continues to publish a number of typical development experiences of postal enterprises around the country in different business of letter specialty, so please pay attention.
Hebei postal company regards holding Shang Yan exhibition as an important measure for postal enterprises to transform and develop and enter the cultural media market, and implements market-oriented operation with Shang Yan exhibition as the core, and integrates products, marketing, channels and other resources within the enterprise, which not only obtains economic benefits, but also meets customers' needs for culture, publicity and benefits, and establishes a brand of postal Shang Yan exhibition activities.
By the end of June, Hebei Postal Company had held 148 commercial performances, with a revenue of 1.51 million yuan and a direct coverage of 14, people. The performances covered 68 counties (cities, districts), with a county coverage rate of 51%. 52 exhibitions were held, with a revenue of 7.93 million yuan, covering 45 counties (cities, districts), with a county coverage rate of 34%.
Pilot exploration starts
In order to break into the cultural media market, Hebei companies have conducted in-depth study and discussion on the core layer, peripheral layer and related layers of the cultural industry, and finally determined the "three-action strategy" with cultural performances, cultural performances, mass cultural services, advertisements and exhibition services as the starting point, Shang Yan exhibition activities as the core content and grasper, and innovation-driven, project-driven and county-driven. Shang Yan's operation mode, which is characterized by the whole province's tour, and the idea of "creating exhibitions without exhibitions, exhibiting with exhibitions", explore the innovative road of letter business in terms of operation concept, operation mode, project planning, product research and development, etc.
Shang Yan convention and exhibition activities adhere to the guiding ideology of "innovation, transformation and integration". At the initial stage of promotion, through extensive negotiations with social professional organizations, Baihe Media Company, which is rich in resources, strong in innovation and experienced in cooperation with postal services, was selected as a partner. The cooperative media company is responsible for providing plays and implementing them on the ground, the postal service is responsible for putting forward performance requirements, commercial operation and promoting performance activities, and the provincial, municipal and county letter departments form an executive team to be responsible for the whole process of planning, investment promotion, publicity and implementation. After a lot of investigation and analysis, it was decided to try with "Hebei Post Fairy Tale World" as the main brand, and Tangshan and Chengde were selected as the first batch of pilots. On November 23rd and 24th, 213, Tangshan Qian 'an and Fengnan successfully held four children's drama performances. On January 1st, 214, two children's dramas were successfully held in Chengde Grand Theatre. Six children's dramas were successfully piloted, with an income of 76, yuan and a profit rate of over 5%. Exhibition activities are selected in Hengshui pilot project with low market competition and great demand potential. Hengshui Branch has accumulated experience and explored modes by holding small-scale and diversified exhibition activities. On February 14, 214, Wuqiang County Post Office and the local government held the first auto show and square dance competition, which kicked off the postal exhibition activities in the province. During the "March 15th" period, five county (city) bureaus in Jizhou, Zaoqiang, Anping, Raoyang and Wuyi held a variety of exhibition activities, such as "Wuqiao Acrobatics+Exhibition" combined with local characteristic performances, home building materials exhibition derived from Auto Show, "Auto Show+Philatelic Exhibition" combined with philatelic business, and "Auto Show+Inspirational Speech for families.
Practice-perfect mode
After the successful operation of the pilot, Hebei companies formed a working group of Shang Yan convention and exhibition activities in the form of "through train for provinces and counties", and went to various cities and counties to publicize the ideas of Shang Yan convention and exhibition activities, tour training, experience promotion, organize on-site observation, etc., to solve various problems in the process of promoting activities, with a unified thinking, unified model and standardized form. By the end of June, the working group of Shang Yan convention and exhibition activities had visited 192 county-level bureaus and held 17 on-site training sessions.
in the process of landing promotion, Hebei companies accumulated experience and sorted out problems, and gradually formed the "three-step" development idea and the "four unifications" guiding ideology of Shang Yan activities. The so-called "three steps", the first step is to highlight the unified action of the province's postal services, accumulate experience in commercial performances, and be familiar with the operation process and business model of the activities; The second step is to develop "de-retail" Shang Yan, build a postal Shang Yan platform, carry out channel operation, and gradually explore the development model of postal Shang Yan; The third step is to realize the performance of personal tailor, carry out channel operation in an all-round way, and form a normal performance and scale, tailor-made customized performances for major customers in the industry, and provide high-end customers with private services. The so-called "four unifications" means to unify the brand, image, management and control, and mode in the process of "three steps".
the exhibition activities will gradually realize the creation of "three platforms" with exhibition as the core according to the development idea of "creating exhibitions without exhibitions" and "participating in exhibitions with exhibitions": at the initial stage, the postal service brand image will be shaped and the comprehensive marketing platform will be established; during the promotion period, the data-driven accurate service platform will be built, and finally a comprehensive social service platform covering urban and rural areas, with diverse services, benefiting people's livelihood and satisfying the government will be built.
At present, Hebei Company has formed three brands of Shang Yan, namely "Fairy Tale World", "Classic of the Times" and "sound of spring", covering all kinds of accurate people and seasonal markets, and various forms of performance activities emerge in an endless stream, such as organizing outdoor folk art performances of Baixiang Peony Festival in combination with local festivals, Wuqiao Acrobatics with strong local characteristics, outdoor performances of Heart-to-Heart Art Troupe held in Baoduzhai Scenic Area, and making a scene in the Heavenly Palace. On May 19th, a large-scale concert of "Flying Songs of Chinese Style, Yan and Zhao" held by Cangzhou Branch pushed the postal activities in Shang Yan to a climax.
In the process of practice, exhibition activities also make full use of the customer resources of the correspondence major in real estate, communication, automobile, finance, retail, insurance and other industries, and combine with local cultural activities, and initially form six exhibition modes, such as "auto show", "cultural activities+exhibition", "tourism activities+exhibition", "commodity fair", "competition+exhibition" and "wedding fair".
Jiangsu Suzhou's "three links" transformation plan
closely follows the strategic positioning of the group company that the letter specialty should become a "leader in the delivery market" and a "server of database marketing solutions". Suzhou Branch of Jiangsu Post Company takes "communication politics", "trade" and "communication people" as the core to promote the transformation and development of the letter specialty from business-oriented to integrated marketing that provides solutions for customers.
In p>214, Suzhou Branch of Jiangsu Postal Company continued to maintain the steady development of letter specialty. In 213, the branch achieved a revenue of 448 million yuan, accounting for more than 1/4 of the total postal mail revenue in the province; In the first half of this year, the revenue reached 279 million yuan, accounting for 6% of the annual plan, up 7.2% year-on-year.
Tongzheng
has transformed from seeking government consumption to providing comprehensive service solutions for the government, such as optimization of delivery service, communication of convenience policies and publicity of government activities. This year, Suzhou Branch's revenue from the government market has exceeded 7 million yuan.
deepen the market of government services and improve the level of government services. Suzhou Branch changed its thinking, started from the implementation goal of fair, transparent, efficient, equal, simple and standardized government service, tapped the just-needed application of letter delivery in the government service market, and developed the project of issuing retirees' cards and certificates by the employment management center, the project of sending a notice of collection of sewage charges and a ticket delivery by the environmental monitoring brigade, and the project of sending a letter of social security qualification certification by the social security center.
strengthen the interaction between government and society, and build a communication channel for convenience policies. Improving the ability to serve the people is the starting point and the end result of the interaction between government and society. Suzhou Branch cooperated with the Municipal Civilization Office to develop the citizen handbook "Home in Suzhou", which carries the interactive information of citizens of the government and public utilities to provide convenience information consulting services for citizens. This year, the handbook has entered 2 million households and enterprises, achieving a revenue of 3 million yuan. County bureaus such as Kunshan and Zhangjiagang have successfully replicated this model.
pay attention to the hot spots of government affairs, and build a public welfare publicity bridge. Suzhou Branch paid attention to the hot issues of government affairs, planned and implemented the car-free day project, and cooperated with the transportation bureau and the traffic police department to carry out civilized travel projects, achieving a cumulative income of over one million yuan. After the promulgation of the new traffic regulations, the branch quickly cut into the new traffic regulations to enter the community, the unit, the family and other activities, and developed a household brochure through investment promotion. In addition, the vehicle annual inspection notice project planned by Zhangjiagang Bureau and the subsidy project for the early elimination of old motor vehicles planned by Changshu Bureau have also realized a cumulative income of nearly one million yuan.
Trade
Grasp the positioning of "the market leader of delivery" and "the service provider of database marketing solutions", take the market and industry as the guidance, and implement the transformation and development.
promote the upgrade of contract investment and expand the market share of delivery. With the opportunity of registering new products into the market, we will tap the delivery demand of customers and expand the delivery business letter market. Aiming at the market of bank-enterprise bills, telemarketing insurance policies, commercial card letters, hospital documents, membership enterprises and invoices, court documents, etc., through data-driven, we launched a special marketing campaign to deliver "thousands of customers" in the same city, and launched a large-scale visit to the delivery market. We visited more than 3,8 units, added 111 registered customers, 66 active customers, and developed more than 4 customers twice, with an additional income of millions of yuan. Up to now, the five major banks of China, agriculture, industry, construction and exchange have achieved full coverage, and successfully developed small and micro banks such as Hengfeng, IBK Enterprise Bank, Tailong and Zheshang; The Pacific telemarketing policy project was piloted in some areas, with an average monthly delivery volume of 4 pieces; Bank of China has opened 2, ~ 3, new credit cards every month, and successfully developed mobile, telecommunications and other card letter delivery services; The delivery market of medical examination documents, association journals, delivery notices, parking space purchase notices and various invoices of various hospitals has also been gradually successfully developed.
integrate the advantages of media resources to promote the transformation and development of letters. Integrate postal self-owned media and outlet media, replace resources and act as agents with socially advantageous media, and establish a self-owned media platform with letter media as the core. Suzhou branch has successfully developed its own media such as horse racing screen, LED display screen, newsstand and postal code board. Self-built electronic screen, three-sided flip and other advantageous media; Overlay new media such as Weibo and WeChat; Replace with media resources such as traffic broadcasting, bus body media and rail transit. In the first half of the year, the income was 1.86 million yuan through media operation.
provide a package of solutions around customer needs. Suzhou Branch integrates media promotion and activity planning around social hotspots and customers' personalized needs to provide customers with comprehensive service solutions and plan opportunities for letter business development. In the first half of the year, the tulip cultural festival was held in combination with the popular scenic spot "Baimajian", and a promotional letter was sent to young people to generate income of 5, yuan; Hold the activity of "sending excellent films to the community and bringing cultural services to the residents", and realize an average income of 25, yuan for each open-air film screening activity; Combined with the release of "Citizen's Handbook", it co-organized a large-scale home fair with 365 Home Network, earning nearly 3 million yuan.
Tongmin
Enrich the types of personalized mail products, build personalized mail service brands and expand the personal consumption market.
develop new products and gather individual customers. Suzhou branch introduces or develops marketable personalized products based on products. For example, the theme cover of Doraemon series, the postcard package of Changyou Yangtze River Delta customized to meet the tourism needs of the Yangtze River Delta and the theme cover of Transformers came into being with the upsurge of Doraemon tour exhibition. Among them, "Changyou Yangtze River Delta" has accumulated a revenue of over one million yuan; The theme cover of "Doraemon" series was driven by activities, and the accumulated income was 36, yuan; "Transformers" series products were specially developed by Suzhou Branch aiming at personalized consumer market. The branch won the exclusive agency right of "Transformers" cover products in mainland market, and its sales exceeded 1 million yuan within two weeks after its launch.
test micro-marketing to activate personal market. Suzhou Branch grasps the characteristics of personal market media of "facilitating consumers and enhancing the sense of experience", uses the WeChat platform and combines the 3G WeChat postcard self-service printing terminal with the functions of advertising media release and postcard interactive experience, and cuts into various exhibitions, tourism and cultural activities, holiday roadshows and campus activities to provide value-added services to customers. The micro-printing advertisement of new media in Suzhou Branch has realized the transformation of letter media from a single paper media to a media platform integrating display, experience and communication through the "three-step" strategy of embedding customer activities, industry distribution and advertising investment.
Zhejiang-Hangzhou warehousing integration plan
Where the warehousing is, the logistics is there, and how the postal service considers how to open a warehouse is a subject that the postal service must study to participate in the competition in the e-commerce distribution market. Hangzhou Branch of Zhejiang Postal Company has greatly improved the market competitiveness of "two packages" business by introducing the mode of "warehousing+delivery".
how can postal enterprises transform from single delivery service to diversified comprehensive service?
Hangzhou Branch of Zhejiang Post Company should introduce the service mode of "warehousing+delivery". At present, four storage bases of Fuyang Lingqiao, Lin 'an Longgang, Sandun and Development Zone have been built and put into operation, and two storage bases of Shiqiao and Yuhang are being expanded. Upon completion, Hangzhou Branch will have a storage area of 1, square meters. By the beginning of July this year, the branch had 28 "warehousing+delivery" customers, with a revenue of 8.9 million yuan.
Construction method
There are three main types of warehousing services in Hangzhou: one is the self-built warehousing center of JD.COM, Amazon and other e-commerce platforms, which will not only meet their own needs, but also open the extra warehousing space to third parties; One is a professional third-party e-commerce warehousing enterprise; One is the warehouse-distribution integration project built by express delivery enterprises, which is not only more convenient and fast, but also can provide value-added services to customers with the support of terminal distribution network, which has a certain impact on the development space of third-party warehouse enterprises.
Hangzhou Branch draws lessons from these three kinds of warehousing service modes, and builds warehouses through self-construction, leasing and resource cooperation, so as to attract e-commerce customers or third-party logistics providers to settle in. In the location of the storage base, the branch company focuses on the advantages of networking. Fuyang Lingqiao Storage Base is near the exit of Fuyang Lingqiao Expressway, which is less than 3 minutes' drive from the central office of Hangzhou Postal District. It can directly receive and send domestic small packages, which prolongs the time for customers to settle bills, shortens the processing time and improves the delivery and transportation timeliness. Long gang zhen, Lin 'an City is the base of roasted seeds and nuts in China, where there are not only hundreds of nut processing enterprises, but also many e-commerce customers. Longgang Post Office of Lin 'an Bureau is located at the exit of G56 Expressway, with a superior geographical position. Through many communications with local e-commerce customers, Longgang Post Office has transformed its own site and built 1.