In recent years, against the backdrop of the booming digital economy, food delivery riders have become indispensable "capillaries" in urban operations. Addressing the growing demands for career development and service upgrades among this emerging workforce, Guangrao County in Shandong Province has innovatively explored new governance models for the industry, guided by party-building principles. The county has established Dongying City's first county-level, professional, and systematic "Rider Growth Academy," driving the transformation of the online delivery sector from "scale expansion" to "quality enhancement."
Guangrao County has integrated party leadership throughout the development of new business models, forming Dongying's first county-level Party Committee for the online delivery industry. Leveraging party-mass service centers and "Red Stations" across urban areas, the county ensures organizational coverage and direct services for platform companies and rider groups. Initiatives such as assigning party-building instructors, creating "Pioneer Rider" roles for party members, and launching campaigns like "Delivering Warmth to the Public" have translated organizational strengths into governance effectiveness.
Focusing on 30 key party members and professional riders, the county organized specialized training on communication skills for delivery riders, fostering a "leading geese" effect to inspire collective progress.
Responding to consumer expectations shifting from "delivery" to "quality and warmth," the Party Committee expanded training beyond traditional safety protocols, introducing modules on professional mindset development and communication skills. Expert Meng Jinming from Dongying Vocational College of Science and Technology led sessions using five parables to address emotional management challenges in high-pressure environments, guiding riders to transition from "order carriers" to "urban service ambassadors." The training tackled common communication pitfalls like "self-righteousness" and "emotional reactions," emphasizing four core principles: "listen first, empathize, articulate clearly, and respond promptly." Real complaint cases were used for role-playing exercises, equipping riders with conflict-resolution techniques such as "apologize before explaining," significantly improving service satisfaction.
The training adopted an immersive "case analysis + Q&A + simulation" approach, delving into frequent scenarios like spilled orders or customer misunderstandings to develop actionable service strategies. Participants noted the lessons were "applicable not only at work but also in improving personal relationships."
Guangrao County is leveraging the Rider Growth Academy to collaborate with market regulation, labor, and trade union departments, building a comprehensive curriculum covering occupational safety, legal rights, mental health, and credit evaluation. The county is also piloting incentive mechanisms like service points, model rider awards, and star ratings to cultivate a sustainable talent ecosystem.
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