文 | 新浪财经 李欣然
在当今全球化的商业浪潮中，跨国企业在中国市场的布局与发展已成为影响全球经济格局的重要力量。然而，面对复杂多变的市场环境和不断升级的消费需求，跨国企业如何制定适应中国国情的增长战略？如何践行可持续发展理念？对中国市场的未来又有着怎样的洞察与期待？为此，新浪财经特别推出访谈栏目——《跨国企业在中国》（相关文章）。
本期，我们围绕“供应链多元化与绿色物流”主题对话了DHL全球货运大中华区首席执行官Aditi Rasquinha女士。她指出，DHL的“中国+ X”战略顺应了全球供应链多元化趋势，通过支持跨国企业优化中国先进制造生态系统，并助力中国企业扩展至东南亚、印度等新兴市场，显著增强了供应链韧性。尤其在跨境电商领域，DHL推出快速、经济的物流解决方案，助力中小企业开拓全球市场。Rasquinha强调，中国作为全球制造业与电商核心市场的地位无可取代，DHL凭借全球网络与本地专长，为客户提供高效、定制化的物流支持。
谈及DHL在中国的战略布局，Rasquinha表示“创新驱动、绿色先行”是DHL在华发展的核心理念。上海新设立的电动车卓越中心（COE）通过端到端物流服务，支持中国电动车产业的国际化扩张。同时，DHL通过实时供应链可见性平台myDHLi、多式联运及关税优化方案，确保客户在动荡环境下的业务连续性。在可持续发展方面，DHL的2030战略通过电动车队、可持续航空燃料及GoGreen Plus服务，显著降低碳排放，为客户提供绿色物流选择。Rasquinha对未来充满信心，相信在政策支持与市场需求的推动下，DHL将继续引领中国物流行业的绿色转型，为全球供应链的可持续发展贡献力量。
DHL全球货运大中华区首席执行官Aditi Rasquinha
以下为对话实录：
Q：DHL全球货运推出了“中国+ X”战略，旨在构建具有韧性的全球供应链。请您具体介绍这一战略如何为DHL在大中华区的运营带来机遇？
A：DHL今年早些时候发布的“中国+ X”白皮书强调了供应链多元化在当前动荡时期日益增长的重要性。企业正在探索各种策略以推动增长并增强供应链的韧性。
这一战略为我们在大中华区的运营提供了重大机遇，主要体现在两大供应链趋势上。首先，我们支持跨国公司参与中国先进的制造生态系统。过去二十年，企业在中国的投资类型和原因逐渐发生变化。曾经吸引企业的是低廉的劳动力成本，而如今他们更看重中国的高技能劳动力和强大的本地基础设施。这与“中国制造2025”产业政策相一致，该政策旨在提升制造业水平，推动其向价值链上游发展，成为高科技产业的全球领导者。该计划聚焦于机器人、信息技术、新能源等十大关键领域，这些领域需要复杂的物流解决方案来管理其供应链。这正是我们的优势所在——凭借全球网络、定制化的端到端解决方案以及深厚的本地专业知识，使我们成为企业优化中国运营并实现区域多元化扩张的理想合作伙伴。
其次，我们助力中国企业走向全球，扩展到“+ X”市场。与全球企业类似，中国制造商越来越倾向于将东南亚、印度及其他区域市场作为多元化战略的一部分。借助我们在各国的强大区域网络和海关专业知识，我们提供无缝的跨境物流，确保扩张过程顺畅高效。
正如俗话所说，“下一个中国还是中国”。即便在不确定性和趋势变化的时期，我们仍然能在市场转型中寻找新的机遇。
Q：中国的跨境电商市场增长显著。DHL全球货运如何利用这一趋势提升其物流解决方案？有哪些新服务正在开发以支持电商业务？
A：中国是全球最大的电商市场，占全球交易量的近一半。特别是跨境电商在中国对外贸易中扮演着日益重要的角色，成为中小企业开拓海外市场的重要渠道。这为国际物流提供了机遇，我们通过跨境电商解决方案加以利用，提供简单且价格合理的运输选择，包括退货服务，并与现有电商平台无缝整合。
我们最近推出了一项跨境电商解决方案，以支持中国电商企业。这项解决方案提供简单且经济的运输选项，包括退货服务，并与现有电商平台无缝整合。我们的端到端“ONE DHL”解决方案提供快速可靠的运输时间，从中国到德国的交付仅需4至5个工作日，并提供至欧洲其他地区及英国的加急服务。
我们的跨境电商解决方案包括全程海关清关服务、通过DHL 24/7客户门户提供的端到端运输可见性，以及超过10,000名具有本地市场专长的认证电商专家团队。我们满足大型电商平台、本地卖家和直面消费者（DTC）企业的多样化需求。此外，我们提供简单的IT集成选项，包括API和网络门户，以帮助优化运营。
我们还为成熟产品引入了创新替代方案，以进一步提升我们的服务。例如，为应对海运市场的波动性，我们优化了LCL（拼箱）网关配置，建立灵活的路由以提高直装箱利用率，并探索如何更好地利用二线港口资源以开发利基市场。
最后，针对中国中小企业（SMEs），它们的服务需求多样化，需要灵活且成本效益高的物流解决方案。为了更好地支持这些中小企业，我们组建了专门团队，深入了解其物流需求，并利用我们全方位的服务为其量身定制解决方案。
Q：DHL在上海设立了电动车卓越中心（EV Center of Excellence）。您认为该中心将如何助力中国电动车行业的增长？它为电动车制造商及相关行业提供了哪些独特服务？
A：DHL货运公司认为，谈到电动车（EV），就不得不提中国。中国是全球最大的电动车市场。在政府大力推动清洁交通以及消费者快速采纳电动车的背景下，这一行业的腾飞令人振奋。
我们在上海设立电动车卓越中心（COE）有两大原因。首先，中国不仅是电动车销售的领导者，还在电池技术和充电基础设施方面引领全球创新。仅2024年上半年，中国的充电站网络已超过1000万个，同比增长56%。其次，作为一家致力于可持续解决方案的物流提供商，我们能够在支持电动车革命的同时实现业务增长。
上海的电动车卓越中心不仅仅是一个仓库，而是集结了我们所有电动车专业知识、专门团队和定制化服务的一站式中心，确保这一快速发展行业的高效运转。依托我们在大中华区的广泛网络和全球布局，该中心成为支持中国电动车制造商国际扩张的战略起点。
我们在中心提供端到端的物流解决方案，覆盖从电池运输到整车分发的各个环节，包括：电动车电池整合仓库，拥有中国海事局（MSA）认证的危险品集装箱装载人员和许可证；专用的冷藏集装箱充电区，提供超过150个充电位，以确保电池质量和完整性。此外，我们的专用端到端监控系统可追踪温度和湿度，这对电动车电池等敏感货物至关重要。对于整车，我们提供增值服务，包括电池电量检查、电池充电以及熏蒸或消毒服务。我们还提供海运出口的买家整合解决方案，简化客户的物流流程。
我们在中国的这一投资旨在贴近客户需求，以正确的专业知识和基础设施帮助他们在这一快速发展的市场中取得成功。
Q：在地缘政治不确定的时代，DHL全球货运如何应对这些挑战以确保供应链运营的稳定性，采取了哪些具体措施来降低风险并维持业务连续性？
A：在持续的不确定性中，我们的客户正在采用不同的物流解决方案以保障供应链安全。近岸外包（nearshoring）作为一种降低风险、减少关税和缩短交货时间的解决方案正受到越来越多的关注。对于高价值、时间敏感的货物（如半导体、电子产品），我们观察到一些客户从海运转向空运以避免港口延误。同时，多式联运解决方案对于非紧急运输仍然很受欢迎，兼顾了成本与速度的平衡。
DHL全球货运的角色是帮助客户应对这一新现实。我们通过数字平台myDHLi提供实时供应链可见性，用于跟踪和预测中断，并提供关税优化指导，包括利用自由贸易区和退税解决方案。我们的海关和贸易合规专业知识也为客户应对日益严格的监管审查提供了信心。
尽管地缘政治摩擦占据头条，全球贸易仍在持续增长。这就是为什么我们对全球贸易的韧性和长期前景保持乐观。尽管存在挑战，我们也在电商、生命科学与医疗以及新能源等多个市场和关键领域看到令人兴奋的增长机会，这些是我们正在积极增加投资的领域。例如，DHL集团最近宣布了一项为期五年的20亿欧元投资计划，以增强我们在生命科学与医疗领域的实力，其中5亿欧元专门用于亚太地区。这反映了我们对这些高增长领域的信心。
Q：我们了解到DHL非常重视可持续发展。请问DHL在中国实施了哪些可持续发展举措？您预期这些举措将产生怎样的影响？
A：在DHL集团，我们通过2030战略致力于可持续发展，将“绿色物流之选”作为我们的第四大支柱。在中国，我们将积极为集团的关键环境目标做出贡献，包括减少温室气体排放、增加可持续航空燃料的使用、实现最后一英里配送车辆的电动化，以及开发碳中和设施。例如，我们在上海的设施拥有电动卡车和牵引车组成的电动车队。
我们的努力不仅限于自身运营。通过我们的GoGreen Plus服务，我们还致力于帮助客户减少碳足迹。通过在飞机和集装箱船上使用生物燃料，客户可以将其碳排放量在全生命周期基础上减少约80%。目前，亚洲已有超过1000家客户使用这些更环保的运输选项。
可持续发展不仅有益于地球，也是明智的商业策略。我们的客户越来越需要环保型的选择，我们将确保DHL全球货运在大中华区处于可持续发展的领先地位。
以下为英文原文：
Q: DHL Global Forwarding has unveiled its “China Plus X” strategy, which aims to build resilient global supply chains. Can you elaborate on how this strategy might present opportunities for DHL's operations in Greater China?
A: The "China Plus X" white paper published by DHL earlier this year highlighted the growing importance of supply chain diversification, especially in these turbulent times. Companies are exploring various strategies to drive growth and to build supply chain resiliency.
This strategy unlocks significant opportunities for our operations in Greater China by addressing two major supply chain trends. Firstly, by supporting multinational corporations in China's advanced manufacturing ecosystem. Over the years, we've seen a gradual shift in the types and reasons for investments in China. While businesses were possibly drawn by low labour costs two decades ago, they are now valuing the country's skilled workforce and robust local infrastructure. This is in line with the country's "Made in China 2025" industrial policy, which aims to elevate the country's manufacturing sector and move it up the value chain to become a global leader in high-tech industries. The initiative focuses on 10 key sectors, including robotics, information technology, and new energy, all of which require sophisticated logistics solutions to manage the complex supply chains. This is where we come in – our global network, tailored end-to-end solutions, and deep local expertise position us as the ideal partner for companies seeking to optimize their China operations while diversifying their regional presence.
Secondly, we help Chinese firms go global and expand into these "Plus X" markets. Similar to global enterprises, Chinese manufacturers are increasingly looking to Southeast Asia, India, and other regional markets as part of their diversification strategy. By harnessing our robust regional network of in-country experts and leveraging our customs expertise, we provide seamless cross-border logistics to ensure a seamless and efficient expansion.
As the saying goes, “The next China is still China”. Even in times of uncertainty and evolving trends, we can seek new opportunities as the markets pivot.
Q: China's cross-border e-commerce market has seen significant growth. How is DHL Global Forwarding leveraging this trend to enhance its logistics solutions and what new services are being developed to support e-commerce businesses?
A: China is the largest e-commerce market globally, generating almost half of the world's transactions. In particular, cross-border e-commerce has played an increasingly important role in China's foreign trade, and has become a vital channel for small and medium-sized enterprises to tap into overseas markets. This presents international logistics opportunities that we capitalize on through our cross-border e-commerce solution, which offers simple and affordable shipping options, including returns, and seamless integration with existing e-commerce platforms.
We have recently introduced a cross-border e-commerce solution to support Chinese e-commerce players. This offers simple and affordable shipping options, including returns and seamless integration with existing e-commerce platforms. Our end-to-end ONE DHL solution provides fast and reliable transit times, with delivery from China to Germany within four to five working days, and expedited services to other markets such as the rest of Europe, and the United Kingdom.
Key features of our cross-border e-commerce solution include fully managed customs clearance, end-to-end shipment visibility through our 24/7 DHL customer portal, and access to over 10,000 certified e-commerce specialists with local market expertise. We cater to the diverse needs of large e-commerce platforms, local sellers, and direct-to-consumer (DTC) businesses. Additionally, we offer simple IT integration options, including APIs and web portals, to help streamline operations.
We have also introduced innovative alternatives for mature products to further enhance our offerings. For instance, to counter the volatility of the ocean freight market, we are optimizing LCL (Less than Container Load) gateway configurations, establishing flexible routing to enhance direct box utilization, and exploring ways to better leverage second-tier port resources for niche market development.
Last but not least, for the Chinese Small and Medium-sized Enterprises (SMEs). They have diversified service requirements and require flexible, cost-efficient logistics solutions. To better support these SMEs, we have formed a dedicated team to engage this specific group of customers, to better understand their logistics needs and tailor solutions to their exact requirements using our full range of services,
Q: DHL has launched its EV Center of Excellence in Shanghai. How do you see this facility contributing to the growth of the electric vehicle sector in China and what unique services does it offer to EV manufacturers and related industries?
A: We can't talk about EVs without talking about China. It is the world's biggest market. Between the government's strong push for cleaner transportation and consumers rapidly adopting EVs, watching this sector take off has been incredible.
There are two main reasons why we doubled down here. Firstly, China isn't just leading in EV sales, it is also driving global innovation in battery tech and charging infrastructure. The country houses the world's largest network of over 10 million stations, which grew 56% year-over-year in just the first half of 2024. Secondly, as a logistics provider committed to sustainable solutions, we can support the EV revolution while growing our business.
Our EV Center of Excellence (COE) in Shanghai isn't just a warehouse. Think of it as a one-stop shop where we've pooled all our EV knowledge, specialized teams, and tailored services to keep this fast-moving industry rolling smoothly. Tapping on our extensive Greater China network and global footprint, the COE serves as a strategic launchpad to support Chinese EV manufacturers in their international expansion.
We provide end-to-end solutions that streamline every stage of EV logistics at the COE, from battery transport to finished vehicle distribution; EV battery consolidation warehouse - China MSA (Maritime Safety Administration) certified dangerous goods container loading personnel and license; a dedicated charging area for our reefer containers, with over 150 charging slots available to maintain the quality and integrity of the batteries. Additionally, our specialized end-to-end monitoring system tracks temperature and humidity, which are critical for sensitive cargo, such as EV batteries. For finished vehicles, we offer value-added services, including battery level checks, battery charging, and fumigation or sterilization. We provide a buyers-consolidation solution for ocean freight exports, making logistics easier for our clients.
This investment in China is about being where our customers need us most, with the right expertise and infrastructure to help them succeed in this fast-moving market.
Q: In an era of geopolitical instability, how is DHL Global Forwarding navigating these challenges to ensure seamless supply chain operations? What specific measures are being taken to mitigate risks and maintain business continuity?
A: Amidst ongoing uncertainty, our customers are adopting different logistics solutions to secure their supply chains. Nearshoring is gaining traction as a solution to mitigate risks, reduce tariffs, and shorten lead times. For high-value, time-sensitive goods (e.g., semiconductors, electronics), we have observed that some customers are switching from ocean freight to air freight to avoid port delays. Meanwhile, multimodal solutions remain popular for non-urgent shipments, allowing for a balance between cost and speed.
Our role at DHL Global Forwarding is to help clients navigate this new reality. These include providing real-time supply chain visibility through our digital platform, myDHLi, for tracking and predicting disruptions, as well as offering guidance on tariff optimization, including the utilization of Free Trade Zones and duty drawback solutions. Our customs and trade compliance expertise also instilled confidence in our customers to address increased regulatory scrutiny.
While geopolitics dominate headlines, global trade continues to find ways to grow. That is why we remain optimistic about global trade's resilience and long-term prospects. While there are challenges, we are also seeing exciting growth opportunities across multiple markets and key sectors like e-commerce, life sciences and healthcare, and new energy – areas where we're actively increasing our investments. For example, DHL Group recently announced a €2 billion, five-year investment to boost our Life Sciences & Healthcare capabilities, with €500 million dedicated to Asia Pacific alone. This commitment reflects our confidence in these high-growth sectors.
Q: We've learned that DHL places a strong emphasis on sustainable development. Could you tell us about the specific sustainability initiatives being implemented in China, and what kind of impact you expect them to have on the local market and environment?
A: At DHL Group, we're focused on sustainability through our Strategy 2030, adding "Green Logistics of Choice" as our fourth bottom line. In China, we will actively contribute to the Group's key environmental targets, including reducing greenhouse gas emissions, increasing the adoption of sustainable aviation fuels, electrifying last-mile delivery vehicles, and developing carbon-neutral facilities. For instance, we have an EV fleet of electric trucks and tractors at our facility in Shanghai.
It's not just about what we do in our operations. Through our GoGreen Plus service, we are helping our customers reduce their carbon footprints as well. By switching to biofuels in airplanes and container ships, our customers can cut carbon emissions by approximately 80% on a well-to-wheel basis. To date, we have over 1,000 customers in Asia who are using these greener shipping options.
Sustainability isn't just good for the planet, it's smart business. Our customers increasingly want environmentally friendly options, and we're making sure DHL Global Forwarding in Greater China is leading in that area.
（实习生曲正圆对本文亦有贡献）
