Hi,
in my case (JMicron JM20337 USB PATA/SATA bridge on Orangepi PC2 with OMV5) the generic env ENV{ID_VENDOR}=="JMicron" in the troubleshooting sectiondid not work and I had to change the rule as follows:
CodeKERNEL=="sd*", ATTRS{idVendor}=="152d", ATTRS{idProduct}=="2338", SUBSYSTEMS=="usb", PROGRAM="/root/serial.sh %k", ENV{ID_SERIAL}="USB-%c", ENV{ID_SERIAL_SHORT}="%c"
where idVendor and idProduct are simply coming from lsusb command output
So when the above failed I tried your recommendation. And it worked. Thank you.