SF Express Marketing Strategy 2024: A Case Study

SF Express, one of the leading global logistics companies, has been revolutionizing the industry with its innovative marketing strategies. With operations in 13 countries, including China, the U.S., Singapore, and Australia, SF Express has established itself as a key player in the field of e-commerce solutions and tailored logistics for industries such as healthcare and automotive.

Founded in 1993, SF Express boasts over 28 years of industry experience and positions itself as the second-largest courier company in China. With a fleet of 69 cargo aircraft, SF Express ensures efficient and reliable delivery services for its customers worldwide.

What sets SF Express apart is its commitment to sustainability. The company emphasizes eco-friendly practices and investments in energy-efficient technologies as part of its sustainability initiatives. SF Express also actively engages in community initiatives and social responsibility programs, showcasing its dedication to making a positive impact on society.

When it comes to marketing, SF Express executes a targeted approach through segmentation, targeting, and positioning. By understanding the unique needs of specific industries, SF Express delivers tailored logistics solutions that drive customer satisfaction and loyalty.

Moreover, SF Express adopts a multi-channel marketing strategy to expand its reach and capture new markets globally. Collaborations with partners like Rakuten Global Marketing enable SF Express to launch effective marketing campaigns, including exciting promotions like free shipping.

As a brand, SF Express stays connected with its audience through a strong presence on social media platforms such as YouTube, LinkedIn, Instagram, and Facebook. By utilizing these channels, SF Express effectively engages with its customers, shares valuable content, and builds brand loyalty.

Overall, SF Express’s marketing strategy encompasses a holistic approach that combines digital marketing tactics, customer engagement, and sustainable practices. Through these efforts, SF Express has established itself as a trusted logistics partner, catering to the unique needs of various industries and setting new standards in global logistics.

Key Takeaways:

  • SF Express operates in 13 countries and is the second-largest courier company in China.
  • The company emphasizes sustainability initiatives and engages in community and social responsibility programs.
  • SF Express targets specific industries for tailored logistics solutions, such as e-commerce, healthcare, and automotive.
  • The company utilizes a multi-channel marketing strategy and collaborates with partners for effective campaigns.
  • SF Express maintains a strong social media presence to engage with customers and build brand loyalty.

About SF Express

SF Express is a Chinese multinational delivery company that has rapidly grown into one of the leading players in the global express industry. Founded in 1993 with just six individuals, SF Express has expanded its operations exponentially over the years, demonstrating impressive growth and establishing a strong presence in both domestic and international markets.

With the continuously growing express delivery sector in China, SF Express has capitalized on this opportunity, catering to the increasing demand by offering reliable and efficient delivery services. In 2017 alone, SF Express handled an astounding 335 million packages, firmly establishing itself as a key player in the market.

As a Chinese multinational company, SF Express operates an extensive network spanning various regions, including Mainland China, North Asia, South Asia, Oceania, America, Russia, the Middle East, and EU-28 and UK. This wide reach enables SF Express to provide comprehensive domestic and international express delivery services, connecting businesses and individuals around the world.

One of SF Express’s key strengths lies in its diverse range of services. Beyond express delivery, they offer specialized services such as cold chain logistics, supply chain solutions, and even an online shopping platform called SF Best. Whether it’s delivering time-sensitive goods, handling heavyweight shipments, or providing financial services to support business transactions, SF Express has established itself as a reliable and versatile solution for customers.

The Second-Largest Courier Company in China

SF Express’s success is evident in its impressive revenue figures. In 2020, the company achieved a revenue of RMB 153,986,870,053, representing a year-on-year growth of 37.25%. Such financial performance is a testament to SF Express’s strong market position and its ability to meet the evolving needs of its customers.

In addition to its extensive ground network that covers 335 prefecture-level cities in China and boasts approximately 19,000 directly operated service points, SF Express also operates SF Airlines, a subsidiary that plays a crucial role in their logistics operations. With a fleet of 75 cargo aircraft, SF Airlines transports approximately 34% of the total domestic cargo and mail traffic volume.

Overall, SF Express continues to be recognized as a major player in the global express delivery industry. Their commitment to providing efficient, reliable, and innovative delivery solutions has solidified their position and earned the trust of millions of customers worldwide.

SF Express Revenue FY ending 31st December 2020 FY ending 31st December 2019 Year-on-Year growth
RMB 153,986,870,053 RMB 112,193,396,064 37.25%

SF Express Global Operations

SF Express, as a leading express delivery and logistics services provider in China, has established a robust global presence through its extensive operations and network. With a focus on efficient logistics and rapid delivery services, SF Express has achieved remarkable growth in recent years, expanding its business volume by an impressive 26.6% in 2018.

In response to the increasing demand for express services, SF Express has strategically positioned distribution centers and delivery stations across its international route network. These facilities are strategically located to ensure efficient and timely deliveries, enabling SF Express to cater to customers worldwide.

By leveraging its strong distribution capabilities, SF Express is able to provide a wide range of services to its customers. These services include express delivery, logistics solutions, and e-commerce fulfillment, allowing SF Express to meet the diverse needs of its clients.

Furthermore, SF Express has expanded its business beyond express delivery, venturing into areas such as e-commerce, supply chain, and third-party finance. This diversification enables SF Express to offer comprehensive solutions to its customers, further enhancing their experience and satisfaction.

While SF Express has established a solid foundation in China, the company is also actively pursuing global expansion. SF Express aims to partner with freight forwarders and logistic companies, leveraging their expertise and networks to extend its reach and enhance its cloud-based logistics services development.

Through strategic partnerships, SF Express aims to offer customers a one-stop-shop for freight services, including full container load (FCL) ocean shipping and air cargo. A recent collaboration with Flexport, a leading global freight forwarding and customs brokerage company, will further enhance SF Express’ end-to-end services and operational capabilities.

SF Express Global Operations at a Glance

Statistics Year
Business Volume Growth Rate 26.6% (2018)
Express Service Companies’ Business Volume 63.52 billion pieces (2019)
Total Business Income of Express Service Companies 749.78 billion yuan (2019)
China Express Development Index 814.5 (2018)
Number of Heike stores 500+ (as of May 2014)

Through its global operations and commitment to excellence, SF Express continues to strengthen its position in the express delivery and logistics industry, delivering on its promise of efficient and reliable services to customers worldwide.

SF Express Commitment to Sustainability

SF Express is dedicated to implementing sustainable practices and taking eco-friendly measures in its operations. The company understands the importance of minimizing its environmental impact and actively works towards reducing its carbon footprint. SF Express’s sustainability initiatives encompass various aspects of its business, including logistics operations, packaging materials, and community engagement.

One of SF Express’s key sustainability goals is to reduce greenhouse gas emissions. In 2021, the company successfully reduced its greenhouse gas emissions by 279,000 tons through its Green Packaging Program. SF Express plans to continue this momentum and aims to reduce carbon dioxide emissions by about 76,000 tons in 2022 through the use of bulk packaging materials.

In addition to reducing carbon emissions, SF Express is also committed to responsible waste management and sustainable packaging practices. The company has implemented measures to minimize waste generation and promote the use of recyclable materials. For example, SF Express used over 32 million recyclable packaging containers in 2022, resulting in a reduction of carbon emissions by 13,000 tons. Moreover, the company utilized over 62.51 million biodegradable “Feng Bags” in cities like Beijing and Guangzhou, contributing to waste reduction and environmental preservation.

SF Express understands the importance of community engagement and actively participates in social responsibility programs. The company conducts regular anti-corruption training sessions to promote ethical business practices and enhance employee awareness. In 2022, SF Express organized 20 offline anti-corruption training sessions, providing a total of 21,300 hours of anti-corruption education for its employees.

Furthermore, SF Express focuses on renewable energy utilization and invests in new-energy powered vehicles. The company generated 3,053,515 kWh of electricity from renewable sources and utilized over 26,000 new-energy powered vehicles for green transportation in 2022. SF Express also established a carbon emission management platform named “Fenghe” in 2021, which further enhances its commitment to sustainable energy solutions.

The company’s dedication to sustainability extends beyond its own operations. SF Express collaborates with suppliers and stakeholders to ensure sustainable practices throughout its supply chain. Suppliers’ signing rate on the Integrity Agreement reached an impressive 100%, emphasizing SF Express’s commitment to maintaining high ethical standards.

Through its comprehensive sustainability initiatives, eco-friendly measures, and community engagement, SF Express exemplifies its commitment to building a more sustainable future for the logistics and express delivery industry.

Sustainability Achievements Year
Greenhouse Gas Emission Reduction 279,000 tons in 2021
Bulk Packaging CO2 Emission Reduction 76,000 tons in 2022
Recyclable Packaging Containers 32 million in 2022
Biodegradable “Feng Bags” Over 62.51 million in 2022
Anti-Corruption Training Sessions 20 sessions, 21,300 hours in 2022
Renewable Energy Generation 3,053,515 kWh in 2022
New-Energy Powered Vehicles Over 26,000 vehicles in 2022
Supplier Integrity Agreement Signing Rate 100%

SF Express Marketing Strategy – Segmentation, Targeting, and Positioning

SF Express, established in 1993, has emerged as the leading private express company in China, operating an extensive business unit that encompasses research and development, logistics, and pickup and delivery network. With an international presence in countries such as Korea, Singapore, Malaysia, Japan, and the United States, SF Express has established itself as a major player in the global logistics industry.

In order to effectively reach and cater to their diverse customer base, SF Express has implemented a comprehensive marketing strategy that focuses on segmentation, targeting, and positioning. This strategy allows SF Express to divide their customer base into distinct segments based on various factors such as location, industry, and shipping requirements.

Segmentation enables SF Express to understand the unique needs and preferences of different customer groups, allowing them to tailor their services and offerings accordingly. By identifying and targeting specific customer segments, SF Express can allocate their resources more effectively and provide customized solutions to meet the demands of each segment.

Targeting and Positioning

Targeting involves selecting the most viable customer segments to focus on. SF Express carefully evaluates the attractiveness of each segment based on factors such as profitability, customer behavior, market maturity, and competition models. This analysis helps SF Express identify the segments with the highest potential for growth and profitability.

Once the target segments are chosen, SF Express strategically positions itself as a comprehensive logistics provider that offers a wide range of services and solutions to meet the unique needs of their customers. By highlighting their expertise in areas such as express delivery, supply chain management, and e-commerce logistics, SF Express establishes itself as a trusted and reliable partner for businesses and individuals alike.

Through effective segmentation, targeting, and positioning, SF Express has successfully built strong relationships with their customers, addressing their logistics needs with efficiency and reliability. This approach has allowed SF Express to maintain their position as a market leader in the Chinese logistics industry.

As the logistics industry in China continues to grow, SF Express remains committed to refining and enhancing their marketing strategy to stay ahead of the competition. By continuously adapting to the changing needs of their customers and leveraging technological advancements, SF Express aims to sustain its position as a market leader in the global logistics industry.

SF Express Marketing Campaigns

SF Express has developed and executed a series of impactful marketing campaigns to bolster its brand presence and engage customers effectively. Through these campaigns, SF Express has successfully showcased its commitment to providing exceptional services and solutions to its customers.

One notable collaboration was with Rakuten Global Marketing, a leading global marketing platform. This partnership resulted in a successful free shipping campaign that not only incentivized customers to make purchases but also highlighted SF Express’s dedication to customer satisfaction. By offering free shipping, SF Express demonstrated its customer-centric approach, ultimately strengthening its brand loyalty and retention.

In addition to collaborations, SF Express has invested heavily in advanced technology to enhance its service quality and efficiency. This investment includes a total amount of RMB4.93 billion in technology, reflecting SF Express’s commitment to leveraging innovation to stay ahead in the logistics industry.

To reinforce its position as a reliable and trusted courier service provider, SF Express maintains a comprehensive training program for its couriers. The coverage rate of training on safe delivery for couriers is an impressive 100%, ensuring that all employees are well-prepared and equipped to handle deliveries safely and efficiently. The pass rate of delivery safety training stands at a remarkable 99.9%, showcasing SF Express’s dedication to maintaining high standards of delivery safety.

Key Statistics Numbers
Average Customer Service Dissatisfaction 4.30%
Total Investment Amount in Technology RMB4.93 billion
Cumulative Patents Granted 1,680 (283 new patents)
Training Coverage Rate for Safe Delivery 100%
Pass Rate for Delivery Safety Training 99.9%

Moreover, SF Express maintains a certified employment rate of 100% for special equipment, ensuring that all specialized tools and equipment used by the company’s employees meet the highest safety and quality standards. This commitment to safety extends to the handling of illegal and contraband items, with SF Express successfully detaining 32,460 such items, further reinforcing its dedication to maintaining the integrity of its operations.

Ensuring exceptional customer service is a top priority for SF Express. The handling rate of consumer complaints is an impressive 100%, demonstrating the company’s commitment to resolving any issues promptly and effectively. Additionally, with 480,000 customer complaint acceptances on social platforms, SF Express ensures that customer feedback is received and addressed openly. The closed loop rate of customer complaint acceptance stands at an impressive 99.6%, showcasing SF Express’s commitment to continuous improvement and customer satisfaction.

In response to the global COVID-19 pandemic, SF Express has played a crucial role in carrying COVID-19 vaccines, transporting an astounding cumulative quantity of 372 million vaccine doses. This highlights the company’s dedication to supporting public health and its contribution to fighting the pandemic.

As part of SF Express’s commitment to sustainability, the company has made significant strides in environmental initiatives. It has installed 247,000 m2 of PV roof and 11,600 m2 of PV curtain wall, with a total capacity of 34.4MW, contributing to energy efficiency improvement by 10% and a reduction of carbon emissions by 53,700 tons per year. SF Express’s commitment to sustainability extends beyond its own operations, with the building of a comprehensive multimodal transport system that covers rail, waterway, road, and air. This system allows for efficient and environmentally friendly transportation solutions.

Overall, SF Express’s marketing campaigns, in collaboration with Rakuten Global Marketing, and its focus on customer satisfaction, technology investment, and sustainable practices, have solidified its position as a leading courier service provider in the industry.

SF Express Social Media Strategy

SF Express understands the growing influence of social media in marketing and has developed a robust social media strategy to effectively engage with its target audience. The company recognizes the importance of maintaining a strong online presence on platforms such as YouTube, LinkedIn, Instagram, and Facebook.

Through its YouTube channel, SF Express creates and shares informative and visually engaging content that showcases its services, operations, and industry expertise. By leveraging the power of video content, SF Express effectively communicates its brand message to a wide audience.

On LinkedIn, SF Express focuses on building professional connections and engaging with industry stakeholders. The company shares industry insights, thought leadership articles, and updates about its operations to establish itself as a trusted and knowledgeable player in the delivery and logistics sector.

Instagram offers SF Express an opportunity to connect with its audience on a more personal and visual level. Through captivating images and stories, the company showcases its day-to-day operations, highlights employee stories, and provides a behind-the-scenes look into its operations, fostering transparency and trust.

Lastly, SF Express uses Facebook as a platform to engage with its customers and community. The company shares updates, promotions, and customer success stories, creating a sense of belonging and loyalty among its followers.

By using a diversified social media strategy, SF Express effectively taps into the power of different platforms to reach its target audience, enhance brand visibility, and foster meaningful relationships with its customers.

SF Express Social Media Presence

Platform Number of followers/subscribers
YouTube 250,000
LinkedIn 150,000
Instagram 300,000
Facebook 500,000

The table above demonstrates the impressive number of followers and subscribers SF Express has accumulated across its social media channels. This strong online presence not only reaffirms SF Express’s position as a trusted and influential player in the delivery and logistics industry but also amplifies its brand reach among its target audience.

With a well-crafted social media strategy, SF Express effectively leverages platforms like YouTube, LinkedIn, Instagram, and Facebook to enhance its brand visibility, engage with its audience, and stay ahead in the highly competitive delivery and logistics market.

SF Express and Search Engine Optimization

Search engine optimization (SEO) is a crucial aspect of digital marketing, and SF Express recognizes its importance in driving organic traffic to their website. By implementing effective SEO strategies, SF Express has been able to improve its visibility in search engine results and attract targeted customers to their services.

One of the key elements of SF Express’s SEO strategy is the use of backlinks from various reputable domains. Backlinks serve as digital references or recommendations from other websites, indicating the credibility and relevance of SF Express’s content. By acquiring high-quality backlinks, SF Express has been able to establish itself as a trusted authority in the logistics industry, boosting its search engine rankings and driving more organic traffic to its website.

Another important factor in SF Express’s SEO success is the optimization of their website. They have focused on creating valuable and informative content that is relevant to their target audience. By including relevant keywords and optimizing their website structure, SF Express has made it easier for search engines to understand and index their content, resulting in better visibility in search results.

In addition to website optimization and backlink acquisition, SF Express also pays attention to other SEO factors such as user experience, site speed, mobile optimization, and technical aspects like meta tags and XML sitemaps. By addressing all these aspects, SF Express ensures that their website is not only easily discoverable by search engines but also provides a seamless and engaging user experience.

Overall, SF Express’s search engine optimization efforts have significantly contributed to their online visibility, driving organic traffic to their website. By continuously monitoring and optimizing their SEO strategies, SF Express aims to maintain its strong online presence and attract a steady stream of targeted customers to their logistics services.

SF Express and Social Media Marketing

SF Express understands the power of social media marketing in today’s digital landscape. Utilizing platforms like Instagram, Facebook, and Twitter, SF Express effectively engages with its audience, drives brand awareness, and enhances customer relationships.

Through strategic social media campaigns, SF Express reaches a wide range of target audiences and showcases its services, expertise, and commitment to excellence. By creating compelling content, SF Express sparks curiosity and keeps followers informed about the latest trends, promotions, and exclusive deals.

The use of visual content on Instagram allows SF Express to showcase its global operations, expansive fleet, and world-class services. High-quality images and videos give potential customers a glimpse into SF Express’s comprehensive logistics solutions and state-of-the-art facilities.

Facebook, with its diverse user base, provides SF Express with a platform to engage with customers, partners, and industry professionals. SF Express leverages Facebook to share informative articles, educational videos, and industry insights, positioning itself as a thought leader in the express delivery sector.

Meanwhile, on Twitter, SF Express actively participates in conversations related to logistics, supply chain management, and e-commerce. By sharing relevant news, industry updates, and success stories, SF Express establishes itself as a trusted source of information and a reliable partner for businesses around the world.

With an extensive social media presence, SF Express not only amplifies its brand voice but also nurtures relationships with customers. By promptly responding to inquiries, addressing concerns, and providing assistance, SF Express cultivates a sense of trust and reliability among its followers.

Overall, SF Express recognizes the importance of social media marketing in staying connected with customers and driving business growth. Through its strategic approach on platforms like Instagram, Facebook, and Twitter, SF Express effectively positions itself as a leading player in the global express delivery industry.

Competitive Analysis and Market Positioning

SF Express, as a prominent player in the express delivery market, understands the significance of competitive analysis to thrive in the rapidly evolving retail industry. By closely monitoring market trends, SF Express can identify emerging opportunities and effectively position itself to meet customer demands.

In 2017, the Chinese express market witnessed continuous growth of nearly 30 percent per year, making it a lucrative business field for both domestic and global players like FedEx, DHL, and UPS. With the emergence of new domestic express companies in 2015, the market became more competitive, challenging SF Express to stand out and maintain its market share.

One of the key factors that sets SF Express apart from its competitors is its comprehensive logistics network. With a robust self-operated model, SF Express has established a closed-loop logistics system that facilitates efficient and reliable delivery services. This advantage, coupled with SF Express’s leading technological capabilities, further solidifies its market position.

In 2020, SF Express achieved remarkable financial success, surpassing the industry’s growth rate with a total operating income of 153.987 billion RMB and a year-on-year increase of 37.25%. This growth can be attributed to SF Express’s well-structured network and improved management capabilities.

Furthermore, SF Express has strategically expanded its operations beyond mainland China. By establishing its own airline in 2009, SF Express has gained a competitive edge in the global express delivery market. In 2020, the company even established a technology subsidiary to leverage the technological investments made by SF Group.

Through an in-depth analysis of SF Express’s annual reports and IPO prospectus data from 2016 to 2020, researchers have highlighted the significance of SF Express’s business and profit models. This analysis, along with the application of dynamic capability theory, reveals how SF Express effectively utilizes its enterprise resources and capabilities to sustain its competitive advantage.

Looking forward, the global express delivery market is expected to witness substantial growth, presenting both opportunities and challenges for SF Express. With the market size projected to reach multimillion-dollar valuations by 2032, SF Express’s market positioning and competitive analysis will play a crucial role in its continued success.

Year Revenue Operating Income Packages Handled
2017 RMB 71.09 billion 335 million
2020 153.987 billion RMB


SF Express’s marketing strategy has played a pivotal role in its success as a global logistics provider. By adopting a comprehensive approach, SF Express has been able to meet the diverse needs of its customers and establish a strong market presence. With a customer-centric focus and a commitment to sustainability, SF Express has solidified its position in the industry.

Looking ahead, SF Express is well-positioned to navigate the future with confidence. The company continues to invest in advanced technologies and innovation to stay ahead of the curve and adapt to the evolving demands of the logistics market. SF Express’s dedication to continuous improvement and its ability to embrace change are key factors that will contribute to its future success.

Furthermore, SF Express’s global expansion efforts, including its operations in Southeast Asia, the United States, and Australia, demonstrate the company’s commitment to reaching new markets and seizing growth opportunities. By leveraging its extensive network and strategic partnerships, SF Express can tap into emerging markets and further strengthen its market position.

In conclusion, SF Express’s marketing strategy, combined with its focus on customer value and sustainability, has laid the foundation for its growth and success. As SF Express continues to innovate, invest in technology, and expand its global footprint, the company is well-positioned to capitalize on future prospects and maintain its leadership in the logistics industry.


What is SF Express?

SF Express is a Chinese multinational delivery company that offers domestic and international express delivery services. They are currently the second-largest courier company in China and operate in multiple countries worldwide.

What services does SF Express provide?

SF Express offers a wide range of services, including express delivery, logistics solutions, and e-commerce fulfillment. They operate a comprehensive network of distribution centers and delivery stations strategically located to ensure efficient and timely deliveries.

How is SF Express committed to sustainability?

SF Express is committed to reducing its carbon footprint through eco-friendly measures such as optimizing delivery routes and investing in electric vehicles. They also engage in community initiatives and social responsibility programs to contribute to the well-being of society.

How does SF Express approach marketing?

SF Express implements segmentation, targeting, and positioning strategies in its marketing approach. They segment their customers based on factors like location, industry, and shipping requirements, and position themselves as a comprehensive logistics provider to cater to the diverse needs of their customer base.

What notable marketing campaigns has SF Express implemented?

SF Express has collaborated with Rakuten Global Marketing for a free shipping campaign, showcasing their commitment to customer-centric solutions. They also invest in advanced technology and quality service delivery to reinforce their reputation as a reliable and efficient courier service provider.

How does SF Express utilize social media in its marketing strategy?

SF Express has established a presence on platforms like YouTube, LinkedIn, Instagram, and Facebook. They utilize these channels to showcase their services, provide insights into their operations, and engage with their audience. By leveraging visual content and interactive features, SF Express drives traffic to their website and builds brand visibility.

How does SF Express optimize its visibility in search engine results?

SF Express invests in search engine optimization strategies to improve its visibility. By optimizing its website and utilizing backlinks from various domains, SF Express achieves higher rankings for relevant keywords. This results in increased organic traffic to their site and improved customer engagement.

What role does social media marketing play in SF Express’s strategy?

Social media marketing plays a crucial role in SF Express’s overall marketing strategy. They actively engage with their target audience on platforms like Instagram, Facebook, and Twitter, creating compelling content and fostering meaningful interactions. By leveraging social media, SF Express expands its reach, builds brand loyalty, and promotes exclusive deals and benefits to its followers.

How does SF Express stay competitive in the market?

SF Express recognizes the importance of competitive analysis in the retail industry. By continuously evaluating market trends and customer preferences, SF Express stays informed and adapts its marketing strategy accordingly. Their market positioning as a comprehensive logistics provider sets them apart from competitors and reinforces their credibility in the industry.

How has SF Express’s marketing strategy contributed to its success?

SF Express’s marketing strategy, which includes a comprehensive approach, customer-centric focus, and commitment to sustainability, has solidified their position as a global logistics provider. Their continuous innovation and investment in advanced technologies enable them to meet the evolving needs of their customers and maintain a competitive edge in the market.
About the author

Nina Sheridan is a seasoned author at Latterly.org, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.