The tenth edition of the "919" Postal Agriculture Products Festival officially kicked off on the morning of September 11 in Beijing, marking a decade of dedicated efforts to support farmers. As part of the "Chinese Farmers' Harvest Festival" series, this year's milestone event carries the theme "Setting Out from the Countryside, Delivering Homely Flavors," spotlighting the postal service's signature commitment to "authentic taste from authentic origins." The 2026 edition leverages a decade of accumulated strengths to open a new chapter in agricultural assistance.
Senior officials from the Ministry of Transport, the Ministry of Agriculture and Rural Affairs, the Ministry of Commerce, and the State Post Bureau attended the ceremony. Leaders from China Post and distinguished guests illuminated the ten-year emblem of the festival, officially ushering in the 2026 event. China Post also joined forces with numerous premium partners to launch the "Postal Flavors into Every Home" joint campaign for rural support.
A strong agriculture sector is fundamental to a strong nation. China Post has developed a rural e-commerce model with postal characteristics, treating the successful organization of the tenth "Postal Agriculture Products Festival" as a critical lever for rural vitalization services. The company is focusing on three key areas to continuously burnish its reputation as a champion of agricultural support.
First, China Post is strengthening its supply chain at the source to uphold the "Authentic" gold standard. Maintaining its core positioning of "authentic taste from authentic origins," the company is building a standardized and specialized service system that tailors strategies for each product, industry, and category. This includes promoting the penetrative operations and management of 1,000 postal agricultural product bases, expanding key product categories with annual sales exceeding 100 million yuan, and nurturing more bases with sales in the tens or hundreds of millions. The goal is to produce a range of specialty, high-quality, and cost-effective agricultural goods that empower industry growth and increase farmer incomes.
Second, the company is opening up two-way distribution channels to invigorate urban and rural consumer markets. By leveraging its three-level logistics network at the county, township, and village levels, China Post is addressing shortcomings in rural circulation and expanding the flow of agricultural products upward. The creation of an unrivaled postal supply chain, from field to table, tackles the "difficult sales" and "low selling prices" issues. Simultaneously, the company is steadily managing the distribution of industrial goods to rural areas, applying a concentrated strategy for major items and integrating them into retail outlets. This approach, under the banner of "quality at fair prices through Mail Shopping," resolves the problems of "difficult consumption" and "expensive consumer goods."
Third, China Post is deepening synergy across its business segments to build a comprehensive benefit ecosystem for farmers. Fully capitalizing on its unique advantage of integrating commerce, logistics, capital, and information flows, the company uses the Postal Agriculture Products Festival as a major platform. It is building two ecosystems: one for agricultural product sales and another combining key items with Mail Shopping outlets. This deepens collaboration between e-commerce, delivery, and financial services, strengthens coordination between postal outlets and these retail points, and pools customers, warehousing, transportation, and data resources to form a distinctive postal ecosystem dedicated to rural welfare.
During the ceremony, Liu Aili, Chairman of China Post Group, emphasized the company's deep sense of national responsibility. He stated that China Post fully understands the political, people-centered, and economic significance of serving rural vitalization. Grounded in the responsibilities entrusted by the Party Central Committee and its integrated strengths, the company's approach focuses on promoting rural industrial development. Its mission is to resolve the "three difficult problems" in agriculture — sales, logistics, and financing — through a distinctive postal service model that uses multiple flows to tackle these challenges. This has positioned China Post as a leading central enterprise and key force in serving rural vitalization.
After a decade of dedicated work, China Post is now embarking on a new journey with renewed vigor. Chairman Liu affirmed that the company steadfastly regards rural vitalization as a long-term strategic priority. By persisting in the pursuit of this cause, it aims to open new frontiers in serving rural development and make greater contributions to building China's agricultural strength.
The ceremony also featured the official launch of the "Postal Flavors into Every Home" joint campaign. Utilizing a nationwide network spanning thousands of enterprises and deep-reaching outlets, the campaign uses postal routes as a bond and agricultural products as a bridge. In partnership with quality collaborators, it aims to bring premium products from remote regions to market, fostering the deep roots of industrial vitalization. An interactive segment showcased grassroots stories, where "Postal Quality Selectors" and couriers shared their experiences of controlling quality at the source and overcoming the logistical challenges of the "last mile" to villages.
Additionally, the 2026 edition concluded its agricultural livestream sales competition for rural support. A total of 166 streaming teams from 29 provinces across the country participated, with 10 gold-medal presenters and 6 ace teams being honored at the ceremony. Leaders and guests collectively lit up the ten-year emblem of the festival, marking the official start of the 2026 event.
In recent years, China Post has focused on connecting the small-scale produce of millions of households to the vast national market, integrating the industries of thousands of townships and villages into the domestic economic cycle, and providing convenient and efficient financial services to farmers. The company operates the online YouLe E-commerce platform and an offline network of 54,000 postal outlets nationwide, along with 484,000 "Mail Shopping" sites covering all administrative villages. This infrastructure has transformed agricultural sales from local, bulk transactions to premium online offerings, resolving the sales difficulty. By strengthening the county-township-village logistics network and enhancing cooperation with couriers and passenger-transport integration, China Post has helped move products from being stranded in remote areas to finding their way into everyday homes. Through a robust inclusive financial system, it has shifted from a situation where individual farmers had no collateral to actively extending credit on a wide scale. During the 14th Five-Year Plan period, the company facilitated over 73.2 billion yuan in agricultural product transactions, an average annual growth of 34 percent. It also delivered more than 22.1 billion parcels of agricultural goods, with an average annual growth of 63 percent, and maintained an agricultural loan balance exceeding 2.5 trillion yuan.