TNT starts direct marketing venture in China

In contrast to Europe, where TNTis already seeing rapid growth as ittakes advantage of European Unionledliberalisation in mail markets, opportunitiesin Asia for its mail divisonremain limited. Though TNT’s express parcels networkin the region is expanding rapidly,and though it has an ambition to getinto addressed mail in the region too,in practice monopolies by nationalpost offices limit […]


In contrast to Europe, where TNTis already seeing rapid growth as ittakes advantage of European Unionledliberalisation in mail markets, opportunitiesin Asia for its mail divisonremain limited.

Though TNT’s express parcels networkin the region is expanding rapidly,and though it has an ambition to getinto addressed mail in the region too,in practice monopolies by nationalpost offices limit its mail forays to theunaddressed business mail market anddirect marketing services.

For example, the company hasstarted a direct marketing service inShanghai, which it is also rolling out toother parts of China. Potentially, thiscould reach 400 million households. AsHarry Koorstra, TNT board memberfor the mail division explains, TNT’sapproach, which targets blocks of 400houses, is much more accurate thanthat of Shanghai Post, which targetszip code blocks of 40,000 to 100,000houses.

‘To use mail as a marketing channel,it is very important to be able to targetthe right group of recipients,’ Koorstra says. ‘By using blocks of 400 houses and by gathering marketing data on these households, we can offer specific consumer profiles which can be used in a segmented unaddressed approach, or for addressed mail.’

The company is also carrying out amarket survey to see if similar operationsmight be possible in India, butotherwise its Asian mail activities aremainly its participation in Spring, thejoint venture with Royal Mail of theUK and Singapore Post, which feedscross-boder business mail into nationalpost office delivery systems.