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Survival-and-growth of Chinese Shipping Company in Thai Market
By sticking to a customer-oriented marketing strategy and taking innovative measures, a Chinese shipping company has managed to gain a strong footing in the highly competitive local shipping market, a top executive of the company said in Bangkok Friday.
Zou Bin, the general manager of the Chinese Ocean Shipping Company's Thailand branch (COSCO(Thailand)), told reporters that the survival-and-growth story of his company during the past seven years in Thailand is part of a grand scheme to build a worldwide " maritime kingdom" of the whole Chinese shipping business.
"To set up such a kingdom, COSCO should establish strongholds in every strategic point of shipping business across the world, including Thailand," he said.
With its concentrated deepwater ports, advanced port facilities and navigational conditions, Thailand has long been the favorite of world's leading shipping business, while its export-oriented economy also creates a sustainable and huge demand for cargo shipping, he stated.
At present, there are over 50 shipping firms competing in the Thai market, including shipping giants, namely American President Lines (APL), Maersk Lines, Mitsui O.S.K. Lines, Chao Yang Agency Co. and others.
"We can not neglect such a strategically important place, since we are already one of the first-class shipping firms in the world, " Zhou Bin said, noting that the fast-expanding COSCO has recently become the fourth-largest container shipping business.
He recalled that since his company established its first business in Thailand in 1993, it has managed to survive the tough wars with many rivals and the financial crisis, and kept the growth momentum continuously.
COSCO (Thailand) now is an influential shipping business in the local market, with four subsidiaries in charge of container shipping, land transportation, bulk cargo and its own container port, according to him.
Zou said his firm is planning to establish the fifth subsidiary in the south of Thailand.
Among the over 50 shipping companies in the local market, the standing of COSCO (Thailand), in terms of the capacity of container business, has climbed to the 12th place leaving a number of big international rivals behind.
When asked about the secret of the success of his company, Zou said as a service business, the shipping company should always put the customer at the first place, and take relating innovative moves. "We compete by providing good services, not cutting prices, " he said.
To satisfy the needs of customer, he said, shipping firms should strengthen their "hardware", in other words, to bring in new facilities and equipment
The company's decision to get a container port of its own in Bangkok in 1998, is a vital step to enhance competitiveness, he noted. "Without own ports, you can not guarantee the sailing date of the ship, which will affect your credibility."
Also, by opening a website, the company made the customer easier to know the newest information about the sailing date, types of containers, the shipping route, the capacity of each ship, among others.
Besides, to shorten the time of sending business documents and orders, COSCO (Thailand) has equipped itself with the advanced Mailbox satellite communication system.
The management problems, or the "software" of the company is equally important to develop a shipping business, he stressed.
With only six Chinese executives, the company is impossible to supervise hundreds of Thai employees all by themselves. "So we decide to invite Thai executives to supervise Thai workers, and it works very well," he said.
Zou said that to improve the personnel quality, he is very strict in recruiting new employees, who must have college education and a fairly good English language ability.
By imposing quality control measures, the company finally got the International Standard Organization's approval of the quality of its service last year, which is set to further improve its image and enhance confidence of its customers.
When questioned about the future plans about his company, the former captain of ocean liner said it will move toward the direction of "logistics service", in which a shipping company will provide sea, land and air transportation methods and other services in a continuous line.
"This is the future trend of shipping business, and we will catch up with it," Zou said.
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