In the early morning of May 15, in Sanbao Township, Gaochang District, Turpan City, Xinjiang Uygur Autonomous Region, Hami melon grower Song Hongling delivered freshly picked melons to the township's automated sorting center. Inside, specialized sorting equipment automatically categorized the melons by sweetness and weight. Staff then packed them, completing the process in about two minutes. Outside the center, nine express delivery companies, including SF Express, along with live-streaming teams, simultaneously began broadcasts to promote Turpan Hami melons. As customers placed orders via the live streams, the melons delivered by Song Hongling were labeled with the "Jiangpin Xiandi" logo before being loaded onto trucks for shipment.
What distinguishes "Jiangpin Xiandi," a brand jointly established by the Xinjiang Postal Administration and the Department of Agriculture and Rural Affairs, among other departments? "The 'Jiangpin Xiandi' brand pools the resources of nine express companies to offer tailored services based on the needs of different farmers and consumers," explained Zhang Boyao, Deputy Director of the Xinjiang Postal Administration. "Jiangpin Xiandi" also rigorously selects high-quality, distinctive agricultural products from across Xinjiang. It is not merely a logistics channel but also serves as a specialized "quality identity card" for these products, ensuring better quality assurance and after-sales service. "Previously, if consumers received damaged fruits, they had to contact the e-commerce platform themselves. Now, they can directly reach out to the express company," said Zhang Jianjun, President of the Xinjiang Express Delivery Industry Association. Each express company will also prioritize delivery capacity for these products.
At the live-streaming event, SF Express's Turpan branch deployed four hosts. "Four vans were parked nearby, ready to depart for Urumqi Tianjin International Airport once full, where they would be loaded onto the company's cargo flights for delivery to consumers nationwide," said Zhao Qingzhou, head of the branch. The journey for a Hami melon, from field to table, now takes just two to three days.
The May 15 "Jiangpin Xiandi" live-streaming promotion event for Turpan Hami melons attracted a cumulative online viewership of 480,300 people. It resulted in the sale of 36,400 packages of Hami melons, totaling 148.49 tons, with sales revenue reaching 1.9177 million yuan.
Sanbao Township is a key Hami melon cultivation area in Turpan. This year, local planting covers 28,000 mu, with an estimated output of 70,000 tons. "'Jiangpin Xiandi' has opened up sales channels for us. Compared to bulk orders from merchants, farmers' income per mu can increase by about 20%," said Subati Suleiman, Deputy Township Head of Sanbao.
Deng Miao, Party Secretary and Director of the Xinjiang Postal Administration, stated that express delivery has become a crucial channel for shipping agricultural products from Xinjiang. In 2025, over 159 million parcels of agricultural products were sent via express delivery across the region, generating sales exceeding 20 billion yuan. The "Jiangpin Xiandi" brand aims to upgrade express services from mere transportation to enabling the entire supply chain, helping more high-quality Xinjiang agricultural products reach broader markets.
The Xinjiang Postal Administration will collaborate with the Department of Agriculture and Rural Affairs and other departments to select more high-quality, distinctive Xinjiang agricultural products. Through the "Jiangpin Xiandi" brand, the goal is to ensure premium products command premium prices. The next product slated to join the "Jiangpin Xiandi" brand is the small white apricot from the Bayingolin Mongol Autonomous Prefecture, with express companies planning synchronized live-streaming activities in June.
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