Bonnie Zhu [EMBA (Chinese) 2017]: Bridging the modern Silk Road to the global stage
From the echoing camel bells along the desert trails to the resounding train whistles across the expansive landscapes of China, traversing through the annals of time, the desire to forge global economic and cultural ties remains steadfast. With over two decades of dedication in the international logistics industry, Bonnie Zhu [EMBA (Chinese) 2017], Chairman and General Manager of Neptune Logistics Group, embraces a profound sense of purpose. Alongside her team, she endeavours to construct the modern Silk Road, with the goal of showcasing more Chinese-made products on the global stage.
From Shenzhen to the world
Based in Shenzhen, Neptune benefits greatly from the developmental advantages of the Greater Bay Area. Bonnie has long acknowledged the pivotal role of the logistics sector in this region, especially with the burgeoning manufacturing industries driving significant demand for logistical support. She envisions a symbiotic relationship between the international and domestic trade activities of Shenzhen and Hong Kong. Leveraging their complementary strengths, coupled with the geographical advantage of being a focal point in the Belt and Road initiative, presents unparalleled prospects for the local logistics industry’s advancement.
Under Bonnie’s leadership, Neptune has centred its operations around the CR Express, extending its reach globally. Today, it boasts an esteemed clientele, including an array of Fortune Global 500 companies. Little did Bonnie imagine that the logistics industry she serendipitously entered some 20 years ago would become her life’s passion. “When I first entered the field, I viewed logistics as primarily labour and infrastructure-intensive. However, I soon realised its intricacies,” Bonnie reflected. “While logistics may seem straightforward — merely delivering goods to designated destinations — it demands meticulous planning. Tailoring transportation plans to meet the unique needs of clients and goods, considering factors such as route specifics, weather conditions, cargo specifications, and budget constraints, is essential. Failure to do so can result in delayed deliveries or damaged goods.”
“The mission of our company is to offer clients competitive, cost-effective, secure, and efficient logistics solutions. This endeavour not only tests our knowledge of global geography but also challenges our capacity to consolidate resources worldwide. Yet, it is precisely these challenges that make my work most exhilarating,” she remarked when discussing Neptune’s logistics services.
While others may see a flat map, Bonnie envisions the intricate three-dimensional routes taken by each shipment, whether by sea or land.
Reviving entrepreneurial passion on campus
In 2015, as the company celebrated its tenth year of steady growth, it faced a critical juncture for the next phase of development. Despite her steadfast dedication, Bonnie found herself pondering the path forward. “We had hit a bottleneck, and I realised both myself and the company needed to explore new directions,” she reflected. “As I looked into various academic programmes, I was drawn to the independent and pragmatic academic environment at CUHK, free from the distractions of everyday trivialities. This led me to the decision to return to campus and pursue the EMBA (Chinese) programme at CUHK Business School.” Reflecting on this decision, she underscored the invaluable insights gained from interactions with professors and peers.
Bonnie (middle) was recognised for her active engagement in alumni events and valuable contribution to the community.
Beyond her academic pursuits, Bonnie has represented CUHK Business School four times in the Xuanzang Road Business School Gobi Challenge, navigating a gruelling trek spanning over 100 kilometres through the remote Gobi Desert. “On the final day of the three-day race, everyone was already physically drained. It was only the sense of teamwork and collective pride that kept us going. The selfless immersion amid the vastness of nowhere remains deeply ingrained in my memory, serving as a mental anchor that has supported me through over twenty years in the industry and fuels my determination to reach greater heights in the logistics field.”
Bonnie (fourth from the right) participated in the 16th Gobi Challenge. As the only female member of Team A, she crossed the finish line hand in hand with her teammates, courageously winning the Excellence Award.
Flat structure: Empowering staff development
In her leadership within an industry emphasising efficiency and effectiveness, Bonnie humorously remarks her aversion to convoluted reporting styles. “Rather than top-down management, I prefer direct, candid communication with my team to swiftly resolve issues.” Consequently, she fosters a flat organisational structure, reducing hierarchical barriers and promoting staff empowerment to enhance engagement and accountability for overall company growth. To facilitate global communication, her company also regularly conducts language training. “The majority of my team members master Chinese, English, and Russian. I’m extremely proud of their linguistic proficiency,” Bonnie remarks. She attributes the company’s rapid expansion from a small team to a multinational corporation with over 700 employees and a clientele spanning Asia and Europe to a culture of pragmatic, transparent communication.
Bonnie believes that a culture of pragmatic, transparent communication is one of the key factors contributing to the company’s rapid expansion.
An evergreen industry across time and space
In recent years, international developments have profoundly impacted the global logistics industry. Nevertheless, Bonnie remains steadfast in her optimism regarding its future trajectory, particularly in relation to the CR Express. “Despite short-term challenges, the exchange of goods stands as a fundamental human necessity. Throughout history, wherever there have been people, there have been trade and subsequently, logistics. In my perspective, the resilience of the logistics sector enables it to transcend the fluctuations of economic cycles.”
Beneath Bonnie’s optimism lies a profound emotional attachment to the industry, forged through recent experiences. “The evolving global landscape has underscored the extent to which ordinary individuals rely on the flow of goods facilitated by logistics and transportation. As practitioners, we bear a weighty responsibility. Even amid the fiercest storms, we are unwavering in our commitment to ensuring the successful delivery of every mission and delivering goods safely to their destinations.”
Looking ahead, she plans to lead the company in continuing its role as an advocate with action in support of the Belt and Road initiative. She envisions leveraging both Chinese and global logistics networks to facilitate the entry of more Chinese-made products into the international marketplace, thereby propelling them onto an even grander global stage.
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