A couple of years ago I wrote a blog post about the first freight train to run from China all the way to the UK.
As a freight forwarder, it was a pretty exciting concept.
We already run sea freight, air freight and road freight. We’re always keen to offer our clients the best, so adding a rail service to our offering was something I was keen to consider.
But fast forward a couple of years and it seems that the China/Europe rail route is not quite as popular as they hoped.
The route’s struggles came to light when the state-run China Railway admitted to moving empty containers. In one case, they found a train with 41 containers that only had 1 container with cargo in it!
Now, China railway insists that this has since improved, with the trains in 2019 running at almost full capacity. They’re still certain that in the long run, their hefty investment will pay off.
But there’s a great lesson to learn here.
You see, in theory, rail freight should be more popular.
It’s faster than sea freight but cheaper than air!
The problem is that they’re not getting the right message in front of the right people and inspiring them to take action.
It’s marketing 101.
You can have the best idea in the world, but if you don’t know how to market it well it won’t be a success.
So how much time do you spend working on your marketing? I bet it’s not nearly enough…