GET THE FULL COMPANY
ANALYSIS BUNDLE FOR
Best
How did BEST Inc. refocus its growth after the 2021 divestiture?
The 2021 $1.1 billion divestiture of BEST Inc.'s domestic express arm enabled a shift from low-margin delivery to high-growth smart logistics, integrated supply-chain services, and freight tech. By 2025 the company emphasizes data, AI, and cloud tools to serve ASEAN e-commerce and MNC customers.
BEST's sales and marketing blend franchise-led commercial channels, account-based enterprise sales, and data-driven digital marketing to sell end-to-end visibility and optimization tools. See Best Porter's Five Forces Analysis.
How Does Best Reach Its Customers?
BEST Inc. combines direct B2B sales with a broad franchise model to serve enterprise logistics and last‑mile delivery across Asia, with BEST Supply Chain and BEST Global as primary 2025 revenue drivers.
Direct B2B Sales
Expert logistics consultants sell bespoke warehousing and distribution to FMCG, automotive and electronics enterprises, integrating WMS/TMS with client ERPs to increase retention.
Franchise-plus-Technology
In Southeast Asia, local franchisees operate last‑mile stations while leveraging proprietary IT, scaling reach and reducing capital intensity for cross‑border trade.
Digital Freight Marketplace
The UCargo platform drove >85 percent of new freight client acquisitions in 2024‑2025, connecting shippers to over 1.5 million registered trucks and displacing traditional brokers.
E‑commerce Partnerships
Strategic ties with Shopee, Lazada and TikTok Shop position the company as a preferred logistics partner for China–ASEAN cross‑border flows and DTC fulfillment for global brands.
The sales channel evolution emphasizes omnichannel integration and tech lock‑in, with ERP‑WMS‑TMS integration contributing to a reported 12 percent increase in enterprise client retention in 2025.
Channel Highlights and Strategic Impacts
Channel mix supports scalability, transparency and customer stickiness across freight and last‑mile services, aligning with a sales and marketing strategy that targets revenue growth and reduced churn.
- Hybrid model: direct B2B sales + franchise operators for local execution
- Marketplace scale: UCargo connects >1.5 million trucks and cut broker dependency
- Integrated tech: ERP + WMS/TMS creates high switching costs and boosts retention
- Platform partnerships: preferred logistics partner for major ASEAN e‑commerce platforms
For context on corporate direction and values that shape these channels, see Mission, Vision & Core Values of Best
What Marketing Tactics Does Best Use?
BEST Inc.'s marketing tactics center on 'Logistics 4.0,' using AI, automation and big data to drive B2B thought leadership, targeted account-based campaigns and sustainability-led differentiation across ASEAN and RCEP routes.
Content-led Thought Leadership
White papers, webinars and case studies position the firm as an industry educator on RCEP trade corridors and cross-border ASEAN logistics.
Targeted LinkedIn Amplification
Paid and organic LinkedIn campaigns amplify technical content to procurement officers and logistics managers searching for cross-border solutions.
SEO for Industry Queries
Industry-specific SEO ensures top rankings for queries like 'cross-border ASEAN logistics' and related long-tail searches.
Data-driven Lead Gen
Advanced CRM and analytics segment customers by volume, destination and vertical to power personalized email and ABM playbooks.
Verticalized Messaging
Automated flows deliver tailored collateral—e.g., high-value electronics handling for Vietnam manufacturers versus rapid last-mile solutions for apparel retailers.
Green Logistics as a Service
The BEST Cloud offers real-time carbon footprint tracking, a selling point for ESG-conscious buyers and a measurable differentiator versus legacy providers.
Activation and Events
Hybrid Smart Supply Chain Summits in hubs like Bangkok and Ho Chi Minh City create peer communities and generate high-quality pipeline via event ABM and live-stream engagement.
- Content marketing focus: white papers, webinars, case studies
- Channel focus: LinkedIn, industry SEO, targeted email/ABM
- Sustainability metric: real-time carbon tracking via cloud platform
- Event strategy: hybrid summits for community building and lead capture
Performance metrics in 2025 reflect these tactics: lead conversion uplift of 18% from ABM pilots, 20% year-on-year growth in enterprise pipeline attributable to content programs, and 30% of new RFPs citing sustainability tracking as a decision factor; see broader market context in Competitors Landscape of Best.
How Is Best Positioned in the Market?
BEST positions itself as the 'Brain of the Supply Chain,' promoting intelligence, connectivity and efficiency with a SaaS-like visual identity aimed at decision-makers seeking tech-enabled logistics solutions.
Technology-First Differentiation
BEST’s USP is 'Technology-First Logistics,' prioritizing the BEST Cloud platform to deliver real-time visibility, predictive routing and API integrations that smaller carriers lack.
Premium Positioning
By focusing on innovation and reliability, BEST sustains a premium pricing stance despite 2025 price pressures; its platform-driven offering targets digital-native businesses and enterprise shippers.
Consistent Brand Experience
Brand elements, from app UI to vehicle livery in Thailand, reflect a clean, futuristic aesthetic that reinforces trust among procurement and logistics leaders.
Local Expertise, Global Standards
The refined promise 'Local Expertise with Global Standards' balances regional market nuance with international capabilities, reducing vulnerability to local competitors.
Brand responsiveness is communicated through proactive updates during disruptions and consultative messaging that frames BEST as a resilient partner for supply chain continuity.
Target Audience
Modern entrepreneurs, digital-native retailers and enterprise logistics teams who prioritize transparency, APIs and data-driven decisioning.
Proof Points
Recognition includes industry awards such as 'Most Innovative Logistics Provider in Southeast Asia' and reported platform adoption metrics showing multi-region uptime above 99.5%.
Performance Metrics
BEST Cloud claims median delivery visibility within 2 minutes of scan events and integration with >50 ERP/WMS platforms as of 2025.
Competitive Positioning
Competes on integration and analytics rather than fleet size, mitigating 2025 price wars by selling operational value and cost-to-serve reductions.
Messaging Tone
Professional, concise and future-facing language modeled on SaaS branding to appeal to procurement and IT stakeholders.
Channel Consistency
Uniform brand guidelines ensure aligned customer experience across apps, marketing, vehicle graphics and sales collateral globally.
Brand Impact on Sales and Marketing Strategy
BEST’s positioning directly informs go-to-market and demand generation by emphasizing integration, uptime and consultative support—key inputs for a successful sales framework and effective marketing plan.
- Aligns sales messaging to ROI and TCO reductions for enterprise buyers
- Drives premium lead qualification through tech-first value propositions
- Supports channel partnerships via API and integration playbooks
- Enables content marketing focused on data transparency and resilience
See a deeper analysis in this related piece: Growth Strategy of Best
What Are Best’s Most Notable Campaigns?
The chapter on Key Campaigns highlights two pivotal marketing efforts that reshaped the company’s market positioning in 2025: a regional growth push tied to trade liberalization and a strategic rebrand that reframed the business as a technology-led logistics platform.
Seamless ASEAN 2025
The campaign targeted the post-RCEP cross-border e-commerce surge, promoting an 'invisible border' concept that emphasized integrated customs clearance and localized warehousing to simplify shipping across ASEAN.
Multi-channel Activation
Channels included targeted digital ads on trade platforms, sponsorships of regional logistics forums, and 'Success Stories' videos featuring SMEs that scaled internationally using the service.
Influencer Partnerships
Partnerships with business vloggers in Thailand and Vietnam provided credible endorsements that resonated with young e-commerce entrepreneurs and supported recruiter branding for tech talent.
Measured Impact
The campaign helped drive a 20 percent year-over-year increase in cross-border parcel volume in H1 2025 by addressing customs complexity and delivery speed rather than competing on price alone.
The second major campaign, a 'Tech-Driven Transformation' rebrand, clarified the company’s pivot after divesting its domestic express unit and communicated a shift to a higher-margin, asset-light logistics technology model.
Crisis Management & Investor Relations
Transparent messaging stabilized the stock and attracted institutional investors focused on technology, reflecting renewed confidence in the company's strategic direction.
Narrative Shift
By leveraging the founder’s tech heritage, the campaign repositioned the firm from a traditional courier to a focused logistics technology leader, improving market perception among analysts and clients.
Operational Messaging
Communications emphasized scalable digital infrastructure and asset-light margins, aligning sales and marketing strategy with investor expectations for growth and profitability.
Talent Attraction
The tech-focused campaign functioned as recruiter branding, helping hire engineers and product talent by showcasing sophisticated digital platforms and growth opportunities.
KPIs Tracked
Key metrics included cross-border parcel volume, customer acquisition among SMEs, influencer-driven engagement rates, and institutional investor interest measured via share demand and coverage.
Strategic Takeaway
Focusing on customer pain points and a unified narrative during structural change proved critical to stabilizing performance and enabling a sales and marketing strategy aligned with a tech-first growth model.
Campaign Outcomes & Resources
Campaign outcomes reinforced the company's sales and marketing strategy, demonstrating how targeted messaging and channel mix drive measurable business growth.
- Cross-border parcel volume up 20 percent YoY in H1 2025
- Improved institutional investor interest following rebrand
- Higher SME acquisition via localized success-story content
- Recruitment uplift for engineering and product roles through employer branding
For additional context on revenue and business model alignment with these campaigns, see Revenue Streams & Business Model of Best
- What is Brief History of Best Company?
- What is Competitive Landscape of Best Company?
- What is Growth Strategy and Future Prospects of Best Company?
- How Does Best Company Work?
- What are Mission Vision & Core Values of Best Company?
- Who Owns Best Company?
- What is Customer Demographics and Target Market of Best Company?
Disclaimer
All information, articles, and product details provided on this website are for general informational and educational purposes only. We do not claim any ownership over, nor do we intend to infringe upon, any trademarks, copyrights, logos, brand names, or other intellectual property mentioned or depicted on this site. Such intellectual property remains the property of its respective owners, and any references here are made solely for identification or informational purposes, without implying any affiliation, endorsement, or partnership.
We make no representations or warranties, express or implied, regarding the accuracy, completeness, or suitability of any content or products presented. Nothing on this website should be construed as legal, tax, investment, financial, medical, or other professional advice. In addition, no part of this site—including articles or product references—constitutes a solicitation, recommendation, endorsement, advertisement, or offer to buy or sell any securities, franchises, or other financial instruments, particularly in jurisdictions where such activity would be unlawful.
All content is of a general nature and may not address the specific circumstances of any individual or entity. It is not a substitute for professional advice or services. Any actions you take based on the information provided here are strictly at your own risk. You accept full responsibility for any decisions or outcomes arising from your use of this website and agree to release us from any liability in connection with your use of, or reliance upon, the content or products found herein.