Charles Hou Junyi, Vice President of J&T Express (HK1519), recently attended the Caixin Asia New Vision Forum (25-27 September) in Singapore, where he emphasised the company’s localisation strategy as the key to its ongoing success in the journey toward internationalisation at a panel discussion titled “Local to Global: Embracing Responsibility”.
According to Hou, the company’s growth can be attributed to its ability to meet the specific needs of each market. J&T Express has implemented targeted strategies in various markets, adapting to local factors such as regulations, culture, and technology. “While express delivery is fundamentally about moving parcels from point A to point B, each market has its own distinct requirements. For instance, mobile phone payments dominate in China, whereas cash on delivery still accounts for a significant share of transactions in many other countries or regions. To better meet local consumer preferences, we need to provide cash on delivery services,” said Hou.
With operations in 13 countries, ranging from Southeast Asia to China, the Middle East, and Latin America, local teams in each market form a crucial backbone of J&T’s internationalization plans. “Despite our leading position in Southeast Asia, our local teams continue to develop new services to meet and exceed customer expectations,” Hou added. “In 2020, when we launched our business in China, many doubted our ability to gain a foothold in such a competitive market. However, our entrepreneurial mindset, continuous learning, and localised strategies helped us achieve rapid growth and secure a strong position.”
When asked how J&T Express manages the synergy between local staff and expatriates during its internationalisation efforts, Hou highlighted the importance of the company’s cultural values. “No matter where we do business, the brand essence and cultural values of J&T Express must remain consistent. We cannot compromise on our core values.”
Hou also touched on J&T Express’s commitment to ESG (Environmental, Social, and Governance) principles. “We released our first ESG report following our successful listing in Hong Kong last October. This report outlines our sustainability efforts in detail. A range of initiatives, including community engagement, fair organisational practices, and disaster relief support, reflect our commitment to social responsibility. These efforts are a cornerstone in realizing our vision of becoming a healthy and sustainable corporation.”
