CEO Vo Thi Phuong Lan: "Digital transformation is not just about technology; it is about mindset and corporate culture."

Over two decades of perseverance and growth, American Saigon Logistics Joint Stock Company (ASL Logistics) has not only established itself as a pioneer in Vietnam's logistics industry but also achieved groundbreaking milestones through a robust digital transformation strategy. Under the leadership of Chairwoman and CEO Ms. Vo Thi Phuong Lan, ASL has overcome numerous market challenges, from domestic competition pressures to global supply chain disruptions. On the occasion of its 20th anniversary, Ms. Vo Thi Phuong Lan shared her insights with VLR Magazine, reflecting on the achievements, challenges, and direction of ASL amidst the intensifying trends of globalization and digitalization.

1. Could you share your feelings on the 20th anniversary of ASL Logistics?

CEO Vo Thi Phuong Lan: It is truly emotional and a source of pride to look back on 20 years of ups and downs. We have grown from a small company focusing primarily on traditional freight forwarding services into one of Vietnam's leading logistics enterprises. This accomplishment is not only the result of my efforts but also the relentless dedication of ASL's entire team, the support of our partners, and the trust of our customers.

I vividly recall the early days of the company, when we faced countless difficulties: limited resources, technology, and market awareness about logistics services. However, with a long-term vision and a sustainable development strategy, ASL has gradually risen, not just meeting but leading the market with pioneering solutions.

2. In your view, what factors have contributed to ASL's success today?

CEO Vo Thi Phuong Lan: ASL's success is built on three key pillars:

- Strategic Vision: We position ASL not just as a logistics company but as a strategic partner for import-export businesses. This is reflected in our international collaborations, adherence to global standards such as FIATA Bill of Lading (FBL), and the development of comprehensive service systems.

- Technological Innovation: Since 2008, ASL has implemented an ERP system to integrate internal management and optimize operations. In 2023, we introduced the E-pricing platform with AI technology, helping businesses save costs while enhancing customer experience.

- Corporate Culture: No business can thrive without its people. At ASL, we foster a work environment that encourages creativity, learning, and a commitment to long-term collaboration with employees.

3. How do you assess the importance of digital transformation in the logistics industry?

CEO Vo Thi Phuong Lan: Digital transformation is an inevitable trend and a critical survival factor for the logistics industry. With intensifying competition, businesses must not only optimize costs but also provide fast, transparent, and secure services.

At ASL, we regard digital transformation as a long-term strategy. Projects like the 4PL management system and the E-pricing platform have proven highly effective in mitigating risks, improving productivity, and enhancing customer satisfaction.

4. What role does the E-pricing platform play in ASL's development strategy?

CEO Vo Thi Phuong Lan: E-pricing is not just a tool; it is a bridge connecting Vietnamese businesses with international markets. It is a comprehensive solution that helps customers manage logistics costs, access real-time data, and automate processes such as customs declarations and bill of lading issuance.

Moreover, E-pricing creates opportunities for small and medium-sized enterprises (SMEs) to connect with the global logistics ecosystem, reducing the gap between Vietnamese businesses and international standards. In the future, we plan to integrate blockchain technology to enhance transparency and data security.

5. What challenges has ASL faced during digital transformation, and how have you overcome them?

CEO Vo Thi Phuong Lan: The biggest challenge lies in changing mindsets and organizational culture. Initially, not everyone was familiar with integrating technology into operations. However, we addressed this by organizing continuous training programs and clearly communicating the benefits of digital transformation.

6. As Vice President of VLA and HLA, what are your views on the development trends of Vietnam's logistics industry?

CEO Vo Thi Phuong Lan: Vietnam’s logistics industry is at a crossroads, facing both significant challenges and immense opportunities. Sustainable development requires synchronization between government policies, investments in modern infrastructure, and, most importantly, digital transformation.

A notable example is the development in Tiền Giang Province, which focuses on building modern logistics centers to boost export capabilities, alongside breakthrough policies on digital transformation and workforce training.

7. How does your leadership influence ASL's corporate culture?

CEO Vo Thi Phuong Lan: I firmly believe that a leader is not just a decision-maker but also a source of inspiration. At ASL, my goal has always been to foster a culture that values creativity and accountability.

We encourage employees to contribute ideas, take initiative in their work, and continuously learn. This approach not only makes ASL a flexible organization but also creates an appealing workplace environment.

8. How has ASL contributed to Vietnam's socio-economic development?

CEO Vo Thi Phuong Lan: At ASL, sustainable development is not only an internal objective but also a responsibility towards the community and the economy. We focus not just on providing logistics services but also on creating added value for the entire industry.

Additionally, ASL prioritizes workforce development. We invest heavily in training employees with skills in technology and supply chain management. The achievements of ASL staff in national competitions, such as the “FIATA YOUNG LOGISTICS PROFESSIONALS AWARD” in Vietnam, are clear evidence of our systematic and sustainable human resource development strategy.

We also actively participate in industry forums, conferences, and events to share experiences and promote collaboration within the logistics community. These efforts not only enhance ASL's reputation but also contribute to the overall development of Vietnam's logistics sector.

9. What is ASL's direction for the next five years?

CEO Vo Thi Phuong Lan: Over the next five years, ASL will focus on three strategic directions:

- Technology: We plan to upgrade the E-pricing platform with emerging technologies such as blockchain to enhance transparency and data security. Additionally, ASL aims to integrate artificial intelligence (AI) into its operations to improve efficiency and minimize errors in supply chain management.

- Market Expansion: Beyond the domestic market, ASL will strengthen connections with international partners to build a global logistics ecosystem. We also aim to increase our market share in key regions such as ASEAN, the EU, and the US.

- Sustainable Development: Digital transformation and green growth will be the two core pillars of our strategy. We are committed to using technology to reduce carbon emissions, optimize resource use, and develop eco-friendly logistics services. This is not only a global trend but also our responsibility to the community and the planet.

10. What message would you like to convey to the logistics business community on this special occasion?

CEO Vo Thi Phuong Lan: On the occasion of ASL’s 20th anniversary, I would like to extend my gratitude and encouragement to all businesses in Vietnam’s logistics industry.

We are living in a time full of challenges but also abundant with opportunities. From global supply chain disruptions to the pressure to reduce logistics costs, these demands call for innovation and deeper collaboration among industry players.

ASL is committed to accompanying the logistics business community on this journey. We are ready to share experiences, support technology transfer, and contribute to collective growth. I firmly believe that with determination and unity, Vietnam's logistics sector will make significant strides on the global economic map.