Jinlian International Sets Sail Anew After Thirteen Years: Anchoring the Globe with Original Aspirations, Charting a New Chapter in Cross-Border Logistics with United Strength

2026-02-23

On March 22, 2026, Zhejiang Jinlian International Logistics Co., Ltd. (hereinafter referred to as "Jinlian International") held its "New Journey of Jinlian, New Chapter of Cross-Border" Strategic Renewal Gala & 13th Anniversary Celebration at the Shangri-La Hotel Yiwu. More than 800 industry partners, strategic clients and Jinlian family members gathered together to witness this important moment. This was both a crystallization of Jinlian International's thirteen years of deep cultivation in cross-border logistics and a strategic declaration of its commitment to becoming a preferred global cross-border supply chain platform — rooted in China, facing the world, with brand renewal, strategic upgrade and ecosystem collaboration at its core. Against the backdrop of profound transformation in the global trade landscape and the accelerated construction of the Digital Silk Road, Jinlian International, built on thirteen years of development and centered on "innovation, momentum and setting sail," delivered a practical answer that balances steadfast original aspirations with innovative breakthroughs for the high-quality globalization of China's cross-border logistics industry, showcasing the industry responsibility of a Chinese logistics brand firmly rooted locally and heading to the globe.

Staying True to the Original Aspirations, Anchoring the Industry's Course with Strategic Determination

Through thirteen years of wind and rain, Jinlian International Logistics has grown steadily from a startup team in a corner of Yiwu into a preferred cross-border supply chain platform with more than 700 own employees and a multi-point global presence. Behind this lies the steadfast original aspiration of "making every expectation arrive on time" and the strategic determination of being deeply rooted in the industry and riding the trends. These thirteen years are not only a growth story of Jinlian from regional logistics to global layout, but also a vivid microcosm of Chinese cross-border logistics enterprises closely following national strategies and deeply integrating into the global trading system.

"Thirteen years ago, Jinlian was born in Yiwu, founded on ambition, with the original aspiration of 'connecting the world and delivering value,' setting sail on a ten-thousand-mile journey." Li Xueyuan, Chairman of Zhejiang Jinlian International Logistics Co., Ltd., recalled in his speech. He emphasized that over the past thirteen years, the company has taken integrity as its path and service as its craft, advancing from Yiwu to the whole country and reaching the globe, forging a path of endeavor that belongs to Jinlian. Looking ahead, Jinlian solemnly established the vision of "becoming a preferred global cross-border supply chain platform" and proposed the clear goals of "building a global hub in one year, upgrading intelligent warehousing in two years, and striving for RMB 5 billion in revenue in three years." The logistics industry connects all things and carries trust; the ambition of Jinlian connects the world and realizes dreams.

(Li Xueyuan, Chairman of Zhejiang Jinlian International Logistics Co., Ltd.)

"In an uncertain world, be a certain self." Peng Zhimin, General Manager of Zhejiang Jinlian International Logistics Co., Ltd., said in his speech. Facing industry waves and the complex changes in global trade, Jinlian has built a solid foundation on three pillars — digitalization, overseas warehousing and management: launching self-developed systems, expanding overseas warehouses against the tide, and opening dual-channel promotions, making "from one person's excellence to a group's excellence" the hallmark of the organization. After thirteen years of deep cultivation, Jinlian has climbed step by step and journeyed together across mountains and seas.

(Peng Zhimin, General Manager of Zhejiang Jinlian International Logistics Co., Ltd.)

Shaping the Brand and Strengthening the Core: Crafting the Brand Identity of Jinlian International Logistics through Comprehensive Renewal

Guided by strategy, Jinlian International takes brand renewal as its engine, comprehensively upgrading its brand image and visual expression to convey the professionalism and warmth of a Chinese logistics enterprise to the world. At the celebration, Jinlian International officially released its new brand promotional film, using visual storytelling to review thirteen years of striving across mountains and seas and deeply interpreting the original mission of "making every expectation arrive on time." Through QR code interaction and collective unlocking by all guests, the promotional film was officially premiered, showcasing the unity and centripetal force of the Jinlian people.

The brand IP mascot "Promax" made a surprise appearance at the celebration, conveying Jinlian's youthful and approachable brand warmth with a warm and lively image. In a solemn yet heartwarming onboarding ceremony, Chairman Li Xueyuan and General Manager Peng Zhimin jointly presented Promax with a dedicated employee badge, marking the official integration of this new IP into the Jinlian family and symbolizing the orderly inheritance of the brand spirit. At the same time, Jinlian International's new VIS visual identity system was released simultaneously, painting a new height of brand image with a unified, professional and globally oriented visual language. From IP image to visual identity, Jinlian International is advancing steadily toward its vision of "a preferred global cross-border supply chain platform" with a renewed posture.

(Jinlian IP mascot - Promax debut)

Uniting Strength to Build the Foundation: Activating the Driving Force of Development through Organization and Product Synergy

Zhang Baoqiang, General Manager of Jinlian International Logistics' South China Region, pointed out in his speech that the industry is moving from "rough growth" to "meticulous cultivation." Facing the triple challenges of high costs, insufficient efficiency and intense competition, he defined three key focuses for 2026: compliance is the bottom line for survival, technology enablement is the core for efficiency gains, and branding is the moat. The company has established a full-process compliance system — all businesses go through "compliance first, then business." In the future, Jinlian will guard every trust placed in it with a meticulous approach.

(Zhang Baoqiang, General Manager of the South China Region of Zhejiang Jinlian International Logistics Co., Ltd.)

Wu Jiani, Head of Jinlian International Logistics' US Business Division, shared the growth trajectory of the US ocean freight business in her speech: from 2022 to 2025, cargo volume grew at an average annual rate of 60%-70%, service stations expanded from 1 to 5, service channels grew from 7 to 17, building a full-scenario service network across six matrices. Looking ahead, she proposed four strategic directions: deepening the US route, integrating warehousing and distribution, digital upgrading, and compliance building.

(Wu Jiani, Head of the US Business Division of Zhejiang Jinlian International Logistics Co., Ltd.)

The gala featured special award ceremonies and anniversary-sharing sessions, honoring the hard-working with accolades and witnessing the steadfast with time. Six major awards covered everyone from rising stars to management backbones, recognizing outstanding Jinlian members who stayed true to their original aspirations and made innovative breakthroughs. Employee representatives with three to nine years of tenure took the stage to share their growth stories, vividly illustrating the deep bond of mutual commitment between the company and its people, and showcasing Jinlian's core philosophy of "uniting people through culture and empowering people through development." This shared commitment has built a solid talent foundation for the company's global journey.