China's postal industry must quicken transformation and promotion of its product innovation and services to adapt to market changes and catch up with consumption trends, according to a top official in the industry.

Ma Junsheng, director-general of the State Post Bureau of China, said the rise of the e-commerce industry and increasing popularity of online shopping have forced the traditional postal sector to transform itself.

"The postal industry is in a transition period and needs to progress to a modern, advanced stage," Ma said at a forum on postal reform and development in the Asia-Pacific region in Beijing on Tuesday.

The postal industry is closely linked to e-commerce, logistics and international trade, and huge business opportunities will be created, Ma said.

"Amid such historic change, it is quite important for postal bureaus across the world to share experiences in reform and development," he added.

China's postal industry maintained fast development in the first half of this year, with express delivery volumes up more than 50 percent year-on-year in each of the past 28 months, the bureau said.