Helping Luonan’s walnut oil reach nationwide markets and bringing mountain-grown mushroom soup packs to households—this is the responsibility of postal workers and their commitment to rural revitalization. Since 2024, the Luonan County branch of China Post Group in Shaanxi Province has established a three-tier logistics system covering counties, towns, and villages, facilitating the sale of 34 specialty agricultural products beyond local markets. With sales exceeding 15 million yuan, this initiative highlights the postal service’s role in boosting rural development.
As a designated support area of China Post Group, the Luonan County branch focuses on increasing farmers’ incomes by fostering a "Post + Cooperative + Farmer" collaboration model. It has nurtured 10 demonstration cooperatives, including Zhongxin Farm, Latian Shang, and Yangguang Mushroom Industry, while partnering with Postal Savings Bank to provide financing, branding, and logistics services. Loans totaling 25 million yuan have been issued to cooperatives, benefiting over 500 households.
The growth in agricultural sales has also driven parcel delivery revenue to 800,000 yuan, creating a virtuous cycle where sales boost logistics and logistics further stimulate sales. Since Q3 this year, as local produce entered peak season, the company upgraded its rural support strategy by building an "online + offline" dual-channel sales network.
Online, Luonan’s agricultural products are featured on platforms like Youle and Jisuxian, emphasizing their Qinling origin and natural quality, generating over 500,000 yuan in sales. Nationwide postal distribution channels contributed an additional 2 million yuan. Promotions like the "919 Agricultural Products Festival" introduced 13 products from six cooperatives, achieving sales of over 200,000 yuan.
Offline, the company adopted a "brand-led, channel-expanding, production-marketing synergy" approach, transforming scattered sales into branded campaigns. Leveraging traditional festivals and government support, it organized marketing events in cities, significantly raising brand awareness. To date, more than 20,000 orders of Luonan specialties have been sold, totaling over 500,000 yuan.
To enhance logistics efficiency, the Luonan branch integrated resources with private couriers like Yunda and STO, establishing a shared distribution center. With 16 supporting hubs and three dedicated transport routes, delivery times from villages improved by over a day, strengthening local e-commerce competitiveness.
At the village level, a "Red Post + Self-built + Franchise" model has been implemented. By mid-2024, 248 service stations (including 204 Red Posts) achieved full coverage across villages, handling over 80,000 agricultural parcels and cutting logistics time by 60%, injecting new vitality into the local economy.
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