Extensive Marketing Strategy of China Post – Detailed Explanation

Updated on: Sep 26, 2022
Marketing Strategy Of China Post - Featured Image

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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In our previous article, we learned in detail about the marketing strategy of a fascinating brand, La Poste. In this article, we are going to elaborate on the marketing strategy of China Post – China’s leading postal service.

The objective is to help you gain insights into the state-owned postal services organisation – ChinaPost and its growth within China and overseas.

Marketing is a part of a company’s DNA that can either make it or break it. As users across the world go digital, marketing has followed them to the digital realm as well. If you are interested in new-age digital marketing, then you should check out IIDE’s Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.

We will thoroughly cover our marketing strategy for China Post in this blog. Before we begin our deep dive, let us start by learning the company’s story, target audience, and digital presence.

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About China Post – Company Overview 

 Marketing Strategy of China Post - China Post Truck

One of the top courier companies in China – China Post Group Corporation was formally reconstructed as China Post Group Corporation Limited in 1949 with the approval of the State Council, becoming a completely state-owned corporation incorporated in line with the People’s Republic of China’s Company Law. 

The Party group, board of directors, and executives from the Group, but there is no board of shareholders. The Ministry of Finance, on behalf of the State Council, fulfils the contributor’s obligations in accordance with the applicable national laws and administrative rules. 

The Group operates in postal businesses in accordance with laws, fulfils universal postal service duties, provides special postal services as delegated by the government, and conducts competitive postal business commercial operations.

Domestic and international letter business, domestic and international express parcel business, distribution of newspapers, journals, and books, stamp issuance, postal remittance service, confidential correspondence communication, postal financial business, postal logistics, e-commerce, various postal agent services, and other businesses specified by the state are all included in the business scope.

Quick Stats on China Post
CEO Billy Chan
Area Served Mainland China
Industry Postal Services
Market Share/ Revenue US$ 89.437 Billion
Vision N/A
Tagline N/A


Marketing Strategy of China Post 

China Post is the leader in the market and must have adapted some unique strategies to differentiate itself from other companies in the market. Without any delay, let us dive into the marketing strategies of China Post and understand how they are outperforming and leading the market.

Segmentation, Targeting, and Positioning 

The company focuses on serving the postal service. Its headquarter is located in China and is owned by the government of China. The company focuses on targeting offices, homes, and even those people who are travelling by road. The company aims to focus on people who want to send parcels to someone. It provides three services: Small Parcel, Large Parcel, and EMS. China Post’s organisation is further segmented into China Postal Airlines, Postal Savings bank, and China National Philatelic Corporation.  

If we talk about targeting, the company has its main focus on serving customers across China. Along with this, it also serves other western countries like the U.S but not using boats or other road transportation. Yes, China Post provides its services by using:  

Vehicles: 86,000
Aircraft: 33
Railway carriages: 174
Letter sorting machines: 155
Automatic parcel sorting machines: 209
Computerised postal offices: 20,000

It aims to target people who are looking to transport goods. These goods can be divided into three categories based on the customer’s preference for the delivery period. They are classified into

Air Parcel, 
Surface Air Lift (SAL) Parcel, and 
Surface Parcel. 

China Post air mail/parcel is popular because it is cheap and convenient. EMS is faster than China Post Mail but is a comparatively more expensive solution.

China Post has positioned itself as “one” in the entire mainland China. Being state-owned has its profits as being a government-owned organisation people of China trust them the most. 

Marketing Campaigns

China Post has recently signed an agreement regarding promotional or marketing campaigns with Tencent group which has the largest social media platforms in its hands which are ‘QQ’ and ‘WeChat’ in regards to digital marketing. 

 Marketing Strategy of China Post - Tencent

We believe this was the main reason for the rapid growth of 10.6% business revenue in the first five months of 2021 with the ongoing pandemic. 

Environment-friendly steps- In a statement by China’s National Development and Reform Commission (NDRC) on 16 January, the organisation said: “By the end of 2022, postal delivery outlets in Beijing, Shanghai, Jiangsu, Zhejiang, Fujian, Guangdong, and other provinces will ban the use of non-degradable plastic packaging bags and disposable plastic woven bags to reduce the use of non-degradable plastic tapes. 

By the end of 2025, non-degradable plastic packaging bags, plastic tapes, and disposable plastic woven bags will be prohibited in postal express outlets nationwide.”. 

Social Media Marketing

China Post is not available on any social media platforms neither Instagram nor Facebook or YouTube. Whereas companies that are rivals to China Post are doing wonderful on Social media apps. One of China Post’s competitors, ‘Emirates Post’ is doing wonderful on Instagram with over 58.9 k followers and around 6400 followers on Twitter. Other competitors of China Post are also using the internet to their advantage. China Post should use effective social media networks and use them to the fullest to attract more customers.

LinkedIn: has 318 followers,
Facebook: has no account
Instagram: has no account
Twitter: has no account
Youtube: has no account

SEO Strategies

 Marketing Strategy of China Post - SEO

The score of China Post is good but it can be great considering all of its competitors’ scores are above 10,000 which is an excellent score. They can improve their SEO score in many ways possible to increase their organic visitors. 

Influencer Marketing

Words reach our ears when an influencer with a huge audience on a big platform tells us. Influencer marketing is one of the best strategies in the Snapchat, Instagram, and TikTok world. Emirates Post is one of the competitors of China Post that used children as their influencers. Sounds confusing right? Emirates post recently collaborated with SAMA American Private School in Sharjah where the students drew beautiful postcards to express their vision of the UAE in its next 50 years. We believe when using an opportunity wisely everyone is the same compared to an influencer. 

China Post does not do any influencer marketing. It believes in saying: word of mouth. Using this phrase because China being among the top postal industries in China still is not present on any social media explains this phrase. 

Ecommerce Strategies

http://english.chinapost.com.cn/ provides many services and also has interesting features like China Postman stories where they highlight postmen and their stories which serves as a good mechanism to attract an international audience as they feature postmen from remote china villages filled with greenery and people’s friendliness. Here they also post news whenever there is a new stamp issue and all other information regarding postal charges and queries for international customers. 

Mobile Apps

 Marketing Strategy of China Post - Mobile App

The company has an application with over 50k downloads that can be used to track the parcel. It provides a good way of knowing where your package currently is. It is necessary to mention that this application is always reliable. 

Content Marketing Strategies

China Post is very private in its operations. Their main goal is to provide good services to their customers. However, lacking their presence on social media, it is said that for any news related to big changes in its operations, China Post notifies its customers through their app as notification and also through China’s local newspapers or Television channels. 

Stories attract:

Who hates good stories, especially those stories which inspire you or simply pull you out of your boredom? China Post’s website consists of many stories of their post man’s who work hard to deliver the posts by climbing mountains up their way. 

 Marketing Strategy of China Post - Content Strategy


This ends with an elaborative marketing strategy of China Post. Let us conclude our learning below from the marketing strategy of China Post.

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Conclusion – What’s Unique in China Post’s Marketing? 

We can infer from the data shown above that China Post is increasingly entering new countries. An expansion in the global trade of manufactured goods has led to more commodities needing to be transported, which could boost China Post’s revenue. To increase client awareness of its services, the company can use digital marketing. 

Marketing is one of the main pillars of any business, and currently, this pillar is going through rapid change. With the increasing importance of digital marketing, learning about the growing field is an important step.

Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.

Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of China Post has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of China Post check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of China Post, and do share your thoughts on this case study marketing strategy of China Post in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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