Why Do Most Air Freight to Dubai Forwarders Fail to Last 3 Years?
“There are actually 60,000 freight forwarding companies in Shenzhen, such a tiny place!”
“You must be mistaken—maybe 6,000?” a friend once questioned.
“No, it’s correct. According to official business data, there really are 60,000.”
Among them, over a thousand specialize in air freight to Dubai. This means every day in Shenzhen, new freight forwarders are registered, while many others quietly shut down. So why is it that most air freight to Dubai companies don’t survive beyond three years?
The market volume is fair to everyone. The fact that there are so many companies ultimately comes down to varying operational capabilities and internal issues.
The “three-year itch” is indeed a hurdle for many air freight to Dubai forwarders. But our company, established in 1998, has been operating for 27 years. There must be something unique about our approach—so what is it?
Truth is, from the day a freight forwarder registers its business, the owner is full of ambition and confidence, believing they’re on the right path to success. Yet the reality is that 9 out of 10 companies don’t make it past three years. This suggests that most owners’ understanding of success is off-track—sometimes completely opposite.
This also indirectly confirms that, as an air freight to Dubai company, our philosophy and direction are aligned with what it takes to succeed—at least, we’re not too far off.
We’ve faced challenges too. Around the 7-year mark, especially at the start of the workday, it felt like everyone was just showing up to do a job—tired, lacking energy and passion. There was no cohesion. The “seven-year itch” is real! Without timely adjustment, we would’ve become just another average company destined to be dissolved.
I remember feeling anxious and unsure what to do. When there’s concrete work, we can push through. But something like team spirit—you can’t force it with effort alone.
Thankfully, we later met Jucheng and learned about their “morning meeting culture.” We implemented it and saw a fundamental shift in the company’s atmosphere.
A key part of our morning meetings involved dancing and games to energize everyone at the start of the day. Even though people weren’t excited about work, we had some great dancers—probably from childhood dance classes—and plenty who were young at heart, shouting and fully engaged in games. The energy quickly lifted. I remember we went through every game we could find!
Later, the morning meeting culture evolved:
- Monday: Dancing
- Tuesday: Reading the company principles
- Wednesday: Games
- Thursday: Personal sharing
It might sound unusual, but this really happened in a freight forwarding company. What did it bring? It boosted morale and passion for work. Before, laziness could last all day. With this new routine, the positive energy often lasted the whole morning or even the entire day.
With over a hundred employees, everyone took turns hosting. At first, people were nervous, but eventually, they became relaxed and confident on stage—especially the hosts, who carried that energy throughout their day.
Gradually, the morning meeting culture influenced other areas. For example, when recruiting, we’d explain our morning routine. Some applicants would light up and say, “I’d love to work in a company like this!” Others weren’t interested. This helped us find like-minded colleagues.
To succeed, you must be strong from within. Air freight to Dubai is a long-term, often monotonous business. Every day involves orders, quotes, detailed communication, and repeating the same tasks for different clients. That’s why most companies in this field close within three years.
It’s our self-motivating and team-building approach that has allowed our air freight to Dubai business to thrive for 27 years—and still growing.