How to develop postal letter media

Introduction to the experience of the transformation and development of literature major (part two)

In July, 2065438+2004 China Post Key Work Promotion Conference proposed that the mail major should take customers as the center, further expand the two markets of mail delivery and cultural media, continue to expand domestic and foreign businesses such as small parcels, business letters and sealing films, strive to improve business quality, marketing ability, market share and brand influence, and push the development of mail business to a new level. In order for local postal enterprises to better implement the development ideas put forward by the meeting, this edition continues to publish a number of typical development experiences of local postal enterprises in different business aspects of letter specialty, so please pay attention.

Hebei Post Company regards holding Shang Yan exhibition as an important measure for postal enterprises to transform and develop and enter the cultural media market. With Shang Yan exhibition as the core, it implements market-oriented operation, integrates products, marketing, channels and other resources within the enterprise, and meets customers' cultural, publicity and benefit needs while obtaining economic benefits, thus establishing a brand of postal Shang Yan exhibition activities.

By the end of June, Hebei Post Company had held 148 commercial performances, with operating income of 105 1 10,000 yuan, directly covering10.4 million person-times. The performance covered 68 counties (cities, districts), and the county coverage rate reached 5 1%. Held 52 exhibitions, with a revenue of 7.93 million yuan, covering 45 counties (cities, districts), with a county coverage rate of 34%.

The pilot exploration began.

In order to enter the cultural media market, Hebei Company conducted in-depth research and discussion on the core layer, peripheral layer and related layers of the cultural industry, and finally determined the operation mode and mode of "three-action strategy" with cultural performances, cultural performances, mass cultural services, advertisements and exhibition services as the breakthrough point, Shang Yan exhibition activities as the core content and grasper, innovation-driven, project-driven and county-driven as the guiding ideology, and provincial tour as the feature.

Shang Yan convention and exhibition activities adhere to the guiding ideology of "innovation, transformation and integration". In the initial stage of promotion, through extensive consultation with social professional organizations, Lily Media Company with rich resources, strong innovation ability and rich experience in cooperation with postal services was selected as a partner. The cooperative media company is responsible for providing plays and implementing them on the spot, the postal service is responsible for putting forward performance requirements, commercial operation and promoting performance activities, and the information departments of provinces, cities and counties form an executive team to plan, attract investment, publicize and implement the whole process. After a lot of investigation and analysis, it was decided to try "Hebei Post Fairy Tale World" as the main brand, and Tangshan and Chengde were selected as the first batch of pilots. 2013165438+1On October 23rd and 24th, four children's drama performances were successfully held in Qian 'an and Fengnan, Tangshan. 20 1 4 65438+1October1,two children's plays were successfully held in Chengde Grand Theatre. Six children's dramas were successfully piloted, with an income of 760,000 yuan and a profit rate of over 50%. The exhibition activity was selected in Hengshui as a pilot project, with little market competition and great demand potential. Hengshui Branch has accumulated experience and explored the mode by holding small-scale and diversified exhibition activities. On February 201April 4 14, Wuqiang Post Office and the local government held the first auto show and square dance competition, which kicked off the postal exhibition activities in the whole province. During the "315" period, five county (city) bureaus in Jizhou, Zaoqiang, Anping, Raoyang and Wuyi held colorful exhibitions such as Wuqiao Acrobatics+Exhibition combined with local special performances, home building materials exhibition derived from auto show, auto show+philatelic exhibition combined with philatelic business and family-oriented exhibition.

Practice the perfect mode

After the successful operation of the pilot project, the company of Hebei Province 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 concept of Shang Yan convention and exhibition activities, tour training, experience promotion, organize on-site observation, solve various problems in the process of promoting activities, and unify thoughts, modes and standardized forms. By the end of June, the Shang Yan Convention and Exhibition Working Group had visited 192 county bureaus and held 107 on-site trainings.

In the process of landing promotion, Hebei Company accumulated experience and sorted out problems, and gradually formed the development idea of "three steps" and the guiding ideology of "four unifications" in 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 Shang Yan, and be familiar with the operation process and business model of the activities; The second step is to develop a "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 individual tailor-made performances, comprehensively carry out channel operations, form normalized performances and scales, tailor-made performances for major customers in the industry, and provide private services for high-end customers. The so-called "four unifications" is to unify the brand, image, management and control and mode in the process of "three steps".

According to the development idea of "creating exhibitions instead of holding exhibitions" and "participating in exhibitions", the exhibition activities will gradually realize the creation of "three platforms" with exhibitions as the core: focusing on shaping the brand image of postal services and establishing a comprehensive marketing platform in the initial stage, focusing on creating a data-driven and accurate service platform during the promotion period, and finally creating a comprehensive social service platform covering urban and rural areas, providing diverse services, benefiting people's livelihood and satisfying the government.

At present, Hebei Company has formed three brands in 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 the outdoor folk art performance of White Elephant Peony Festival in combination with local festivals, Wuqiao Acrobatics with strong local characteristics, outdoor performance of Heart-to-Heart Art Troupe in Baoduzhai Scenic Area, and the launch of the stamp "Make a scene in Heaven". On May 19, Cangzhou Branch held a large-scale concert of "Songs of Flying Chinese Style", which pushed Shang Yan postal activities to a climax.

Through the continuous operation of various performance activities, Shang Yan's activity model has been continuously explored and innovated, and initially formed a profit model which focuses on attracting investment, supplemented by ticket sales, a "Shang Yan+Exhibition" model in which the performance site is integrated into the local economy, and an integrated marketing model of "resource integration * * * enjoyment" represented by the concert of "Chinese Style Yan Zhao Feige" in Cangzhou Branch. In practice, exhibition activities also make full use of the customer resources of communication majors in real estate, communication, automobile, finance, retail, insurance and other industries, and combine with local cultural activities, and initially form six major exhibitions: auto show, cultural activities+exhibition, tourism activities+exhibition, commodity fair, competition+exhibition and wedding fair.

Jiangsu Suzhou "Three Links" Reconstruction Scheme

Focusing on the strategic positioning of the group company's letter specialty to become a leader in the delivery market and a service provider of database marketing solutions, Suzhou Branch of Jiangsu Post Company focuses on "comprehensive management", "industry" and "communication with the people" to promote the transformation and development of letter specialty from business orientation to integrated marketing that provides customers with solutions.

20 14, Suzhou branch of Jiangsu postal company continued to maintain the steady development of letter specialty. In 20 13, the branch realized postal mail income of 448 million yuan, accounting for more than 1/4 of the total postal mail income in the province; In the first half of this year, the revenue was 279 million yuan, 60% of the annual plan was completed, with a year-on-year increase of 7.2%.

Zheng Tong

From seeking government consumption to providing comprehensive service solutions for the government, such as distribution service optimization, convenience policy communication and government activities publicity. This year, Suzhou Branch's income from the government market has exceeded 7 million yuan.

Deepen the government service market and improve the government service level. 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 by the employment management center, the project of sending the notice of collecting sewage charges and tickets by the environmental monitoring brigade, and the project of sending letters of social security qualification certification by the social security center.

Strengthen the interaction between the government and society, and build a communication channel for the convenience policy. Improving the ability to serve the people is the starting point and destination of the interaction between the government and society. Suzhou Branch cooperated with the Municipal Civilization Office to develop the citizens' handbook "Home in Suzhou", which carries the interactive information of the citizens of the government and public utilities and provides convenience information consulting services for the 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 propaganda 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 through attracting investment, formulated a home promotion manual. In addition, the annual vehicle inspection announcement project planned by Zhangjiagang Bureau and the subsidy project for early elimination of old motor vehicles planned by Changshu Bureau also realized a cumulative income of nearly one million yuan.

Have a trade relationship

Grasp the positioning of "delivery market leader" and "database marketing solution service provider", and take the market and industry as the guide to implement transformation and development.

Promote the upgrading of contract investment and expand the delivery market share. Taking the registration and listing of new products as an opportunity, tap the delivery needs of customers and expand the delivery business letter market. For bank-enterprise bills, telemarketing insurance policies, commercial card letters, hospital documents, membership enterprises and invoices, court documents and other markets. Through data-driven, we launched a special marketing campaign of "delivering goods to thousands of households in the same city", conducted a large visit to the delivery market demand, visited more than 3,800 units, and added11registered customers to activate customers. Up to now, the five major banks of China, agriculture, industry, construction and communications have achieved full coverage and successfully developed small and micro banks such as Hengfeng, IBK Enterprise Bank, Tailong and Zheshang. Pacific telemarketing policy project was piloted in some areas, with an average monthly delivery of 400 pieces; Bank of China opened 2,000 ~ 3,000 new credit cards every month, and successfully developed mobile, telecommunications and other card letter delivery services; The medical examination documents, association journals, delivery notices, parking space purchase notices and various invoices of various hospitals have also been gradually developed successfully.

Integrating the advantages of media resources to promote the transformation and development of letters and visits. Integrate postal self-owned media and outlet media, replace resources and agency business with socially advantageous media, and establish a self-owned media platform with information media as the core. Suzhou Branch has successfully developed its own media such as 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 broadcast, bus body media and rail transit. In the first half of the year, the media operating income was 6.5438+0.86 million yuan.

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 the development opportunities of credit business. In the first half of the year, the tulip culture festival was held in conjunction with the popular scenic spot "Baimajian", and a promotional letter was sent to young people to generate 500,000 yuan. Organize the activity of "sending excellent films to the community and bringing cultural services to the residents" to realize the average income of each open-air film screening activity of 250,000 yuan; Combined with the release of "Citizen's Handbook", it co-organized a large-scale home fair with 365 Home Network, with a revenue of 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 covers of Doraemon series, the postcard packaging of Changyou Yangtze River Delta customized to meet the tourism needs of the Yangtze River Delta, and the theme covers of Transformers are all produced with the upsurge of Doraemon tour exhibition. Among them, the cumulative income of Changyou Yangtze River Delta is over one million; Driven by the theme cover activities of Doraemon series, the accumulated income is 360,000 yuan; "Transformers" series products are specially developed by Suzhou Branch for personalized consumer market. The branch company obtained the exclusive agency right for the cover product of Transformers in the mainland market, and its sales exceeded 1 10,000 yuan within two weeks of its launch.

Test water micro-marketing and activate personal market. Suzhou Branch takes advantage of the characteristics of personal market media, which is "convenient for consumers and enhances the sense of experience", and uses WeChat platform to combine the functions of 3G WeChat postcard self-service printing terminal with advertising media release and postcard interactive experience, and cut into various exhibitions, tourism and cultural activities, holiday roadshows and campus activities to provide value-added services to customers. The micro-publication advertisement of Suzhou Branch of New Media has realized the transformation of the information media from a single paper media to a media platform integrating display, experience and communication by implanting the "three-step" strategy of customer activities, industry distribution and advertising investment.

Zhejiang Hangzhou storage fusion instrument

Where is the warehouse, where is the logistics, and how to build the warehouse is a subject that postal services must study to participate in the competition of e-commerce distribution market. By introducing the mode of "warehousing+delivery", Hangzhou Branch of Zhejiang Postal Company has greatly improved the market competitiveness of "second package" business.

How do postal enterprises transform from single delivery service to diversified comprehensive service?

The response of Hangzhou Branch of Zhejiang Post Company is to introduce the service mode of "warehousing+delivery". At present, four storage bases in Fuyang Lingqiao, Lin 'an Longgang, Sandun and Development Zone have been completed and put into operation, and two storage bases in Shiqiao and Yuhang are being expanded. Upon completion, the storage area of Hangzhou Branch will reach10,000 square meters. By the beginning of July this year, the branch had 28 "warehousing+distribution" customers with a revenue of 8.9 million yuan.

Construction method

There are three main types of warehousing services in Hang Cheng: one is the self-built warehousing center of JD.COM, Amazon and other e-commerce platforms, which will open the extra warehousing space to third parties for use in addition to meeting their own needs; One is a professional third-party e-commerce warehousing enterprise; One is the warehouse and distribution integration project built by express delivery enterprises, which is not only more convenient and fast, but also can provide value-added services for customers with the support of terminal distribution network, which has a certain impact on the development space of third-party warehouse and distribution enterprises.

Hangzhou Branch draws lessons from these three warehousing service modes, and builds warehouses by means of self-construction, leasing and resource cooperation to attract e-commerce customers or third-party logistics providers to settle in. In the location of storage base, the branch focuses on the advantages of networking. Fuyang Lingqiao Storage Base is located near the exit of Fuyang Lingqiao Expressway, which is less than 30 minutes' drive from Hangzhou Postal District Central Bureau. It can directly send and receive domestic small parcels, thus prolonging the time for customers to settle bills, shortening the processing time and improving the delivery and transportation efficiency. 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. After many times of communication with local e-commerce customers, Longgang Post Office rebuilt its own site and built a storage base of 1 1,000 square meters for the development of small parcel business.

benefit analysis

Hangzhou Branch uses storage resources to attract investment from the society. After enterprise customers enter the warehouse base, their warehouse shelves, warehouse management information system, sorting, packaging and delivery processes are all managed by the customers themselves. Most merchants are direct e-commerce customers, and some are third-party e-commerce service platforms, which mainly expand online sales channels for local manufacturers and provide services such as picking up goods, packaging and delivery processing. Customers who directly develop the third-party e-commerce service platform can greatly reduce the cost of postal parcel collection and improve work efficiency.

Existing resources set up warehouses to improve processing efficiency and economic benefits. At the end of 20 13, Sandun sub-bureau began to develop domestic small package business by receiving small packages from storage. After the implementation of the plan, the overall time limit for sending and receiving small parcels in China is significantly shorter than before. Anything sent and received on the same day can be sent and received in the warehouse to the central office, so that it can be processed that night and sent out on time. Due to the relative concentration of sellers and customers near the storage base, Sandun Branch saved 1 car and 1 ~ 2 personnel, which saved personnel and enhanced marketing strength. The warehousing mode has also brought the relationship with customers closer and enhanced customer stickiness. In 20 13, Sandun Sub-bureau added four new customers through warehousing mode, and the delivery volume increased from about 10 to about 300 pieces per day, and the monthly business income increased by 40,000 to 50,000 yuan.

Rent warehouses to customers and increase the number of small packages. Fuyang Bureau started planning as early as last year during the "Double 1 1" period. After many field trips, I finally rented a three-story warehouse with an area of more than 5,000 square meters in Lingqiao Industrial Zone, Fuyang City. At present, 8 customers have been successfully introduced, and the daily delivery volume is 300~500 pieces. When the business season comes in the second half of the year, the daily delivery volume will exceed 5000 pieces.

Development experience

The "warehousing+delivery" mode uses postal self-owned storage resources or rents social storage space to attract e-commerce customers or third-party logistics providers. The processes of entering the customer's warehouse shelves, warehouse management information system, sorting, packaging and delivery are all managed by the customer. At the same time, the domestic parcel delivery needs to be tied up with a certain proportion, and the postal service is only responsible for the later collection and delivery. This model effectively reduces the collection cost and marketing cost of postal enterprises, and is suitable for small and medium-sized enterprises and e-commerce customers transformed from traditional enterprises.

However, now more e-commerce customers need "smart warehousing" services. Therefore, it is the general trend at this stage to improve the service level of domestic small packaging and provide all-round integrated warehousing services. For postal enterprises, the service mode of "warehousing+delivery+supply chain finance" extends upstream, which can relieve the pressure of capital turnover for customers, and extends downstream to meet the delivery needs of customers' goods, which can effectively promote the coordinated development of postal delivery business with traditional manufacturing and e-commerce industries. Postal enterprises should focus on manufacturing bases, e-commerce incubators, logistics parks and other key construction warehousing and distribution centers, provide personalized, time-limited and integrated business services, and encourage e-commerce enterprises to rely on postal networks for integrated distribution, thus forming a win-win situation for both parties.

Guangdong process control instrument

Guangdong Post Company started the small parcel business in August, 20 12, and established a unified whole-process management and control system with 47 key assessment indicators in March, 20 13. Relying on this casing control system, its service quality has been continuously improved, and the domestic small packaging business has entered a benign development stage.

In the first half of this year, Guangdong Post Company received and sent domestic parcels15.44 million pieces, with an average daily business volume of 86,000 pieces, achieving a revenue of10.20 billion yuan, ranking first in the country's postal service, and the domestic mail delivery volume of the province's postal service always maintained the first in the country. The overall service quality can still be steadily improved in the case of a sharp increase in business volume at both ends of business investment. The time limit for inter-provincial import of "G+3" and inter-provincial delivery of "T+2" for domestic small packages is stable at 99% and 95%, which promotes the continuous growth of inter-provincial delivery business, from 22.9% in June this year to 33.8% in June.

Online and offline perseverance

Since the beginning of this year, Guangdong Company has continued the mode of "daily monitoring, weekly analysis and monthly notification" and insisted on holding a joint meeting of "two packages" of key indicators analysis every week. The general manager of Guangdong Company personally presided over the meeting, and all relevant departments analyzed its key indicators, and put forward improvement measures in time for the problems exposed in the analysis.

In view of the promotion and gradual realization of the company's index control system in Guangdong Province, at the beginning of this year, branches in various cities began to follow up, revised key indicators according to local conditions, and held joint meetings on index analysis on a regular basis. The meeting was presided over by the vice president in charge of the city branch or the person in charge of the marketing department. The information bureau or the small package professional bureau will speak on the business indicators and quality indicators, and finally discuss the existing problems, abnormal indicators and key measures.

At the beginning of this year, in order to improve the efficiency of management and control of the "two-package" business, Guangdong Company established the WeChat group of "Guangdong Post Two-package Key Persons", the WeChat group of "International Small Package Transportation Information" and the QQ group, set up the daily management and control platform of the online "Two-package Index Analysis Meeting", and also formulated the "Administrative Measures for Guangdong Post Two-package Business Working Group" according to the needs of management and control.

Network optimization to seize the market

Network optimization in the province consolidated the results, and the proportion of mutual transmission continued to increase. Last year, Guangdong Company implemented a series of network optimization measures such as "1580 Project" and "three in and three out" in the network transportation part, and realized the "T+ 1" and "T+2" interoperability of the whole process in the Pearl River Delta that year, which tied the service level of the industry. Since the beginning of this year, on the one hand, the company has persistently consolidated its achievements and constantly improved its network optimization projects; On the other hand, by means of mechanization, the use of parcel extensions in central offices and branches in key cities has been improved, and the full-link delivery mode of parcel post has been popularized, further shortening the whole time limit. After market test, the time limit in the province is stable, and the proportion of mutual business in the province continues to grow.

Inter-provincial network optimization was vigorously promoted, and the "10,000-piece project" was vigorously promoted. At the beginning of this year, Guangdong Company took the effective connection of trunk lines as the starting point, and successively optimized trunk mail routes in neighboring provinces such as Guangxi, Fujian, Hunan, Jiangxi, Hubei and Hainan, and opened some point-to-point bus mail routes. After optimization, the proportion of mail sent to the above six provinces (regions) in Guangdong within the full time limit of "T+2" increased by 14.2% compared with the same period of last year, and the proportion of mail sent to Fujian, Guangxi and other provinces (regions) within the full time limit of "T+3" was 80%. On the basis of the previous network transportation optimization results, in order to cope with the off-season of the e-commerce industry, Guangdong Company launched the "Ten Thousand Pieces Project" marketing campaign in April to optimize routes in Fujian, Xinjiang, Inner Mongolia, Hubei, Hunan and Guangxi. After nearly two months of promotion, except for Inner Mongolia and Xinjiang, which were affected by railway security inspection, the mail delivery volume in other directions increased significantly.

Enhance experience and stabilize cooperation.

In order to optimize the customer service experience of e-commerce, at the beginning of this year, Guangdong Company devoted itself to improving the after-sales service platform of provincial1185 customer service center, increasing the number of seats, and publishing the Standards and Specifications for Domestic Online Customer Service Front Desk to shorten the response time; Promote 1 1 185 customer service center to transform into internet customer service, from the original main docking individual customers to direct docking customers, and open online acceptance channels such as QQ and WeChat.

Since the beginning of this year, branches in various cities have made their own unique moves, constantly innovating value-added services and cultivating bundled large customers. Shenzhen branch provides value-added services such as subway and bus advertisements to stabilize large customers; Guangzhou branch impressed customers through integrated warehousing and logistics services; Foshan branch provides "butler service", focusing on cultivating industry star customers; Dongguan branch promotes the construction of micro-industrial park and provides "one-stop" nanny service; Zhongshan Branch has set up an e-commerce logistics operation platform and developed warehousing customers, which has attracted five e-commerce companies to settle in. Shantou Branch stormed the e-commerce industrial park and successfully signed the "Five-dimensional e-commerce industrial park", becoming one of the three major access logistics providers in the park and winning 75 e-commerce customers in one fell swoop. Up to now, Guangdong company has developed more than 6,000 small packaging business agreement customers, and this year, there are about 2,900 monthly trading customers, including 30 large customers/kloc-0.

Informatization construction enhances strength.

Strengthen monitoring and improve the kanban function of key personnel. Push the key indicators of domestic small parcels to all links, key positions and key people, and sink the kanban function to the monitoring level of municipal branches, so as to achieve "keeping an eye on indicators, strictly controlling anomalies and actively serving", and do a good job in implementing the indicators of small parcels at all levels to ensure the rapid integration of mail quality with the market.

Focus on height, take the initiative to launch a small package client application platform. Through the analysis of customer service applications used by express delivery peers and e-commerce industry, a public service platform for domestic small parcel customers and postal front-end service personnel to share information and increase value is established. The calendar billboard delivered by mail can clearly reveal the current situation, which is convenient for postal customer service to put forward the active early warning of abnormal mail and intervene the after-sales pre-service. It has become the core project of "after-sales butler service" for small parcels in China, and has achieved remarkable results in the pilot projects of Shunde Feiyu and other big customers.

Guangdong company promotes hot list and independently develops provincial version of PDA application system. From the perspective of optimizing experience, saving cost and improving efficiency, we actively seek the demand point of customer service, realize flat management through information means, and comprehensively optimize the interactive interface with customers, thus forming a sustainable driving force for the development of small packaging business.