September 12, 2023
August 5, 2022
There’s no escaping the fact that the complex world of global logistics is in a state of flux at the moment, with multiple challenges and a uniquely dynamic marketplace, internationally and domestically, and by air, land or sea. Veteran industry insiders are observing huge price swings – one reports selling a large piece of air freight business at $31 a kilo in late April; in December, the cost would have been closer to $5.50.
While there are multiple reasons for this, one of the biggest is that an imbalance in trade means anyone chartering a cargo flight from China to the US will have to pay for both the outbound and inbound legs. In a normal market a charter – a full Boeing 747, for example – would only be booked one way, but the current market dictates that it has to be sent from the US to China empty, then sent back full; the customer has to compensate for the empty leg. Added to that, experts are seeing no pickup in capacity for air freight, especially for the next quarter.
The challenges are different, but no less complicated, when it comes to ocean freight. The largest issue is an imbalance in container equipment – put simply, reductions in manufacturing and physical retail have resulted in full containers that aren’t going anywhere. As a result, the industry has seen a sharp rise in the number of blank sailings, where vessels are cancelled or just keep going without stopping at a port. There’s further impact from new low-sulphur fuel regulations, currency adjustment factors due to huge volatility in currency exchange rates, and fuel surcharges.
We’re also seeing a significant disparity in prices between different markets as countries and manufacturing begin to open up. If you’re air freighting transatlantic from Europe to the US at the moment, rates are very low; if you’re air freighting transpacific, from China to the US, rates are incredibly high.
And beyond issues associated with trade itself, there’s the impact on personnel – many of the biggest logistics companies in the world have put hiring freezes in place or are furloughing staff in response to a market that doesn’t look likely to return to normality any time soon.
Unsurprisingly, all this has a flow-on effect to local markets, which have problems of their own. In the US, where domestic transport rates are currently around 40% below the same time last year, there’s much talk of the need for a consolidation, with LTL (less-than-truckload) carriers going out of business fast. It’s also worth considering how reductions in warehouse functionality due to social distancing measures have played a part in disrupting the flow of local transportation.
In normal times, most business models in logistics and supply chain are built on contracts – monthly or yearly – with the spot market (one-time pricing at dynamic rates) representing perhaps 10% of business. These, however, are not normal times, and we recommend running on both the spot market and back up contracts wherever possible, taking things month-by-month, whether you’re looking at trucking, ocean freight or air freight.
If you’re moving something from a warehouse into Amazon or Walmart right now, your rate will be 40% less than at the same time last year. The inverse of that, of course, is that if you’re stuck on a contract, you’ll be 40% off the market rate. Needless to say, companies that are sitting on inventory that’s close to their final consumer are winning right now.
Businesses running a just-in-time logistics model, based offshore, are struggling the most, but anyone with stock close to where their final supply needs to go to, with inventory on hand, is typically going to do very well thanks to very low logistics costs.
Things are moving so fast that those businesses profiting now might see opportunities close for them in the future. Once these businesses have cleared any inventory they have sitting around, they’ll confront a new set of problems.
For that reason, we’re doing a lot of demand planning at the moment, using tools and technology that help make sense of demand cycles and complicated global supply chains, like Llamasoft and Infor Nexus (formerly GT Nexus). These work well for large businesses with thousands of product lines, but a smaller operation with fewer products should focus on pairing good order management with an analytics tool such as Microsoft Power BI.
In a market such as this one it’s impossible to predict the future, but preparing your business and your supply chain model for dynamic, uncertain times will leave you less exposed, able to react fast to change, and ready to succeed on Amazon and beyond.
To find out how Podean’s supply chain and logistics experts can help your business, get in touch with us here.
September 12, 2023
September 12, 2023
August 5, 2022
Emily…
James comes to Podean with a wealth of marketplace knowledge having worked at Amazon Corporate for 5+ years. He worked in many different roles and groups during his time there from Seller Support to Vendor Management. From recruiting and onboarding 3P sellers to new categories, handling highly escalated executive level contacts, and managing vendor relationships he brings an inside understanding of how Amazon works. James is passionate about online retail and brings a client and customer centered approach as the Head of US Retail Operations. Before his e-commerce focused life, James worked across industries that have always focused and delivered results in customer service, account management, and inventory management.
With more than 15 years of experience Alejandro has led some of the most edgy projects in the LATAM region and has built-up high-performance teams from both agency and brand sides. Working with Havas he put together a Consumer Engagement unit for Pepsi. He led a WPP digital solution for L’Oréal and while working with Mediacom he redesigned Coca-Cola’s media team. Most recently he was a fundamental part of Danone’s media transformation into a brand salience unit. He was born and raised in Mexico City, loves being outdoors, listening to music and spending time with his 7-year-old daughter.
Danielle leads media globally for Podean. She previously led the Amazon and e-commerce division at performance marketing agency, Merkle (part of Dentsu). Danielle has deep expertise across all facets of Amazon advertising – DSP, sponsored ads, audio, out of home and beyond. She has delivered significant growth for some of the world’s largest brands including Nestle, managing tens of millions of advertising spend on their behalf.
Before Podean, Travis Johnson was Founder and President of Dentsu’s Amazon-focused consultancy, Sellwin. Prior joining Dentsu he was Global CEO of Ansible Mobile in New York, and also held CEO positions in Australia for media agencies UM, Initiative and Cadreon. He was an Adweek Media Allstar in 2017 and has won over 50 International Awards across his career.
Maddie leads our client management team and also marketing for Podean. Maddie’s team operates as an extension of our client’s teams – anticipating their needs, thinking proactively, and always delivering on time. Maddie is also responsible for all aspects of Podean marketing, from blogs and email newsletters to PR, content, and advertising.
Lizzy manages the Podean media team across any, and every, media solution offered by Amazon and other marketplaces. Whether it’s search/sponsored ads, DSP display and video, Twitch, audio or activations we have the experts to deliver. Every client that her team has worked on has seen a step-change in media effectiveness and sales versus their previous operations.
Jonathan Hawkins leads Podean’s European operations, working with clients spanning all categories. His team assists brands with every aspect of setup and optimization across the region including supply chain advice, logistics, retail operations, analytics and media management. P Before joining Podean, Hawkins was Commercial Director of Square Up media, owners of media properties including Escapism, Foodism and Square Mile. During his decade at Square Up he led editorial, content and most recently commercialisation and sales with a focus on digital products and ecommerce growth.
We have hand-picked the best and brightest Amazon talent from around the USA and the world. Our delivery team of 6 New York based, and 17 Amazon and marketplace marketing specialists ensure our clients receive the best campaign performance. They are experts in retail management, performance media optimization, but also video, analytics, AMC, voice, creative and higher impact executions.
Ashley has covered all aspects of digital marketing in his career, having led digital media for Initiative Media Australia, then managed a team of cross-functional digital salespeople at Mi9 (MSN) and was most recently the Managing Director of ecommerce conversion optimization software company, Ve. Ashley’s leadership, collaboration skills and entrepreneurial spirit drive the Australian business.
Mark is a 20+ year digital leader and before Podean was EVP at Reprise where he successfully launched IPG’s Amazon Center Of Excellence. Prior to this, Mark led mobile and innovation agency Ansible. Earlier in his career he was the Founder and CEO of Concep, an email and performance marketing agency with offices in the UK, USA and Australia.
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