33 Years In. Still Finding the Growth Others Miss.
Wecan International Logistics was named Top Cargo Sales Partner 2025 at OPENAP10, while John Jiang took the Forwarders 2030 stage to explain why technology may handle the volume, but relationships still close the deal.
John Jiang began his freight-forwarding career with a typewriter and a printed TACT rate book.
Thirty-three years later, he is managing real-time rates, digital bookings and increasingly complex global cargo movements, including a recent FIFA-related operation involving 21 shipments to 21 destinations across the United States, Mexico and Canada.
The tools have changed dramatically. His view of customer service has not.
At OPENAP10 in Marrakech, Jiang represented Wecan International Logistics during the Power Talk, Forwarders 2030: The Architects of the Supply Chain, joining industry leaders to examine how digitalization, dynamic pricing and changing customer expectations are reshaping freight forwarding.
His message was refreshingly direct: systems can provide rates, capacity and tracking, but customers still need to know that someone is personally looking after their cargo.
Technology for scale. People for trust.
Jiang acknowledged the extraordinary progress made across digital booking, tracking and airline platforms. Real-time information allows forwarders to respond faster, manage greater shipment volumes and give customers more visibility than was possible when bookings depended on paper rate sheets and telephone confirmations.
But he also challenged the assumption that every logistics interaction should become fully automated.
“We are service providers. Tracking and rates are important, but beyond that, we still need to provide the service.”
For Wecan, the future is not a choice between technology and people. It is a combination of both.
Digital tools help the company process information, manage complex quotations and coordinate high shipment volumes. Direct communication becomes critical when the cargo is unusual, the routing changes or the customer needs an immediate answer that does not fit neatly into a platform.
Sometimes, the most efficient technology is still picking up the phone.
From Shanghai to global cargo scale
Founded in Shanghai in 2003, Wecan International Logistics has developed into one of China’s established neutral airfreight wholesalers, master loaders and consolidators.
The company is a member of Neutral Air Consolidators, Neutral Air Partner’s neutral airfreight consolidation network, supporting freight-forwarding partners with air cargo capacity, consolidation services and local expertise across key Chinese gateways.
Wecan has built its position through long-term airline relationships, block-space and capacity agreements, strong export volumes and a deliberately neutral approach to supporting freight forwarders and overseas partners. Its principal markets include Europe, North America, Oceania and the Pacific.
That combination of buying power, execution and partner service was recognized at the OPENAP10 Gala and NAP Air Cargo Awards, where Wecan received the Top Cargo Sales Partner 2025 Award.
Finding opportunity inside complexity
The Forwarders 2030 discussion explored whether digitalization is genuinely simplifying logistics—or simply replacing old processes with additional platforms, logins and data layers.
For Jiang, technology is essential to managing future growth, particularly as younger logistics professionals work through mobile tools, instant messaging and connected systems as naturally as previous generations used the telephone.
But specialist freight forwarding remains fundamentally human.
A platform may display an available rate. It cannot always interpret the urgency behind a shipment, negotiate an exception, understand the commercial context or reassure a customer when the original plan stops working.
That is where experienced forwarders continue to create value: not by resisting technology, but by knowing when technology is enough—and when someone needs to step in.
John Jiang’s OPENAP appearance and Wecan’s Top Cargo Sales Partner award told the same story from two different angles.
One recognized the volume.
The other revealed what continues to drive it.
Technology handles the scale. Relationships create the trust. And experienced forwarders still find the opportunities that others miss.
