Joe Yang Honorable Advisor and Director - Training and Exam Committee Committee, The Chamber of Hong Kong Logistics Industry.

The logistics industry has been transformed in recent years, from a labor-intensive, manually operated transportation industry to the new enterprise culture's favourite service industry. To brand build a logistics operation, it is important to make use of information technology and well-trained staff to provide quality support and value-added services for customers.

IT develops at a fast pace. Most logistics enterprises want to maximize the use of IT to ensure the efficiency of the entire operation. In addition to emphasizing business management, it is essential for a logistics enterprise to establish a unique corporate culture and present good corporate image that helps broaden its customer base.

It is not a secret that the founders of many well-known global logistics enterprises apply their own names to their businesses to promote their personal mission. Some of them also implement their own ideas of business management. This not only gives the staff a sense of belonging but also encourages them to adhere to the mission and provide high quality service to customers.

People-oriented services satisfy the needs of customers and provide useful extra information. These value-added services may not bring in any immediate financial gains to the company, but they help establish a long-term brand image and build customer loyalty.

Talent creates an enterprise, the enterprise becomes effective, effectiveness nurtures a culture, and culture establishes a brand. Talent, enterprise, culture and brand are linked to each other in a continuous cycle.