It is an object of the present invention to provide a technique relating to an electronic shelf label system that is capable of suppressing malfunction of an electronic shelf label caused by the increase of internal resistance of a battery. In order to achieve this object, in an electronic shelf label system of the present invention, an electronic shelf label 5 includes a battery 56 for supplying power of this electronic shelf label 5, a to-be-charged part 572 to be charged by power supplied from the battery 56, a light emission part 52 for sending data to a distribution device by using power accumulated in the to-be-charged part 572, and a boost circuit 571 and a control circuit 570 for controlling power supplied from the battery 56 to the to-be-charged part 572. In the electronic shelf label 5, on receipt of change notification data from the distribution device, a charge operation mode of this electronic shelf label 5 is changed from a normal charge mode to a long-term charge mode in which the to-be-charged part 572 is charged in a period of time longer than that in the normal charge mode. Power supplied from the battery 56 to the to-be-charged part 572 is lower in the long-term charge mode than in the normal charge mode.