Data-driven research

Xu Liangfeng, deputy director of the data management department of the bureau's safety center, has led a team to collect parcel delivery data and draw up a map-like database demonstrating the tracks of agricultural produce sold to cities.

Different types of agricultural produce are dotted on the map, such as mangoes from Baise county, Guangxi Zhuang autonomous region, and rice from Heilongjiang province in Northeast China.

When an icon is clicked, such as the one for Baise's mangoes, information about the fruit and parcels delivered is shown on the screen, including time of harvest, the number of parcels delivered in the year and each month, as well as a monthly graph.

"We aim to take more advantage of data to save time for inspections and to make parcel delivery faster and safer," Xu said, adding that having collected the data, the next step is to use it to boost the industry's development.

"The map aims to facilitate the solution to the last mile problem to expand the network to villages. In the next step, we will continue to refine the map of agricultural produce with local characteristics, producing a map with more detailed information," he said.

Xu and his team will also continue to promote data synergy of the last mile problem, he added.

The map is a result of a big data platform that was established by the bureau in 2009. It traces, monitors and collects information about each parcel, user and courier. The platform aims to analyze the industry via real-time data and provide a better service.

"It serves as the industry's 'brain' to monitor and analyze the operation of parcel delivery services in China," Xu said. "Thanks to the platform, we can easily tell that one-third of parcels are sent to rural areas."

Last month, Zhang Furong, the citrus fruit grower, sent a package of produce to a customer in Xi'an, Shaanxi, marking the nation's 100 billionth parcel delivery last year.

She has become an online celebrity and has been dubbed "the 100 billionth parcel girl". "It feels like I have been given a big cake unexpectedly. I will make use of the fame to make more money and have a better life," she said.

The nation's parcel delivery sector has set a goal of handling more than 150 billion parcels by 2025. With development targets at such a high level, the expanded network will benefit more farmers like Zhang Furong.