The container shipping industry experienced an unparalleled surge during the pandemic; however, in 2023 so far, the market has been anaemic due to an oversupply of capacity and sluggish demand.
Freight demand has declined significantly after reaching its peak in September 2021, as consumers reduced their spending on luxury goods and the global economy grappled with inflation and rapid interest rate hikes. As a result, spot rates on significant trade routes have dropped rapidly.
Although shipping lines reported strong profit margins in Q1 of 2023 due to pre-negotiated contract rates, we anticipate a substantial decrease in these margins. As contract negotiations are currently underway, revised rates will soon come into effect, impacting the profitability of shipping lines in the second half of 2023 and throughout 2024.
While the drop in demand and rates are having an immediate effect on carriers’ profitability, the forthcoming influx of new ships will have a significant impact on the market for years to come.
Freefalling prices, surging costs
The year 2023 started with a significant oversupply of containers and high uncertainty in the market—which led to substantial container-price erosion. The average container prices have been freefalling, and there are no signs of revival as we approach the busiest period in the shipping industry. It is quite evident that this year’s peak season is almost invisible.
Container prices in June 2023 for major supply chain markets like China, Europe, and the U.S. reached their lowest average levels when compared to the same month in both 2022 and 2021. This decrease in container prices may suggest an additional burden on the profitability of shipping companies.
A recent study conducted by Container xChange examined the trends in average container prices for standard containers (new and cargo-worthy) during the second quarter of 2023 (April to June). The study found no significant rise in average container price for either new or cargo-worthy containers during Q2. Figure 1 shows the price development (or “delta”) of average containers on key routes during Q2 2023. Only Northern Europe and the Middle East and Indian Subcontinent regions experienced slight increases in prices. The rest of the regions showed negative (or near flat) trends for standard containers.
[FIGURE 1] 90-day delta for average prices of standard containers Enlarge this image
Figure 2 compares average container prices for some of the busiest ports in the world from the Container xChange platform. The prices have fallen to the lowest levels in the last three years of comparison. Clearly, the data indicates poor demand for containers in 2023 up to June.
[FIGURE 2] Average prices for 20-foot cargo-worthy dry container (in U.S. dollars) Enlarge this image
While container prices have been dropping, operating expenses for container lines have been rising. The main reasons for this increase have been soaring energy prices and labor expenses, neither of which are expected to decrease soon. Additionally, the shipping industry is facing high demurrage and detention charges and various fees related to container storage and transfers. The shortage of container depot space also remains a persistent struggle, with depots charging exorbitant fees that pose additional burdens. Our customers have informed us about terminal tariff hikes in Europe and India, causing further concerns for carriers.
These rising operating costs will likely influence spot freight rates. In the intensely competitive container shipping industry, the minimum price offered in the market tends to align with variable costs. Over the years, variable costs in container transportation have risen by approximately 15% to 25% since 2019, varying depending on the specific trade route. Consequently, the lower threshold of freight rates set by carriers has also increased within the range of 15% to 25%. This presents challenges for shippers, as they now encounter higher variable costs when transporting goods. Despite the significant decrease in average container rates from 2021 to 2023, with a reduction of nearly 85%, the underlying variable costs remain elevated. As a result, it is unlikely that spot freight rates will experience a significant additional decline, as contract rates still have room for further depreciation and remain relatively stable.
Capacity takes center stage
The container shipping market’s recent good years prompted a surge of orders for new and larger container vessels. Research conducted by the maritime consulting company Drewry and the financial services company ING Group estimates that fleet capacity will be increased by 27% due to the new vessels being delivered between 2023 and 2025.1 More than 700 ships are expected to be delivered between 2023 and 2024, with an additional 150 coming in 2025, according to ING and Drewry. Among these orders, 45% are for Neo-Panamax size vessels (12,500-18,000 TEU or twenty-foot equivalent unit) and another 20% are for ultra-large container vessels (ULCV). Feeder vessels (up to 3,000 TEU) make up just over a third of the ordered vessels, representing 8% of the total capacity. The report says these investments are being driven not just by expected future demand but also by a desire among carriers to expand their fleet and introduce larger and more efficient vessels.
Indeed, it is unlikely that the additional capacity will be absorbed by increased demand any time soon. Moreover, as port congestion eases, previously blocked capacity is gradually being freed up. These supply chain improvements could significantly improve supply; especially considering that at the worst point in early 2022 up to 15% of capacity was tied up at the ports. The significant influx of new capacity, combined with sluggish trade growth, could potentially disrupt freight rates. And yet, we do not expect to see extensive order cancellations, as stakeholders will aim to preserve the efficiency gains they have made per unit carried.
That’s not to say that we won’t see capacity cuts. Container liners operating on the Asia–U.S. trade route, for example, have implemented a 14% reduction in capacity due to persistent weak demand and surplus capacity. And more capacity cuts may be on the way. While some container lines and analysts predicted a surge in cargo demand in August—driven by dwindling inventory stocks in the U.S. and the aftermath of recent port operation delays caused by the International Longshore and Warehouse Union (ILWU) strikes—that optimism has not been reflected at the ground level. Shippers, for their part, continue to observe weak demand, with only a slight increase in less-than-container load (LCL) shipments, indicating a lack of strong demand for full container load (FCL) shipments. Furthermore, many shippers have already adopted online spot rates, indicating a shift in their preferred approach to freight rate negotiations. To achieve rate stability, carriers will need to make more substantial capacity cuts, which will test their determination as they strive to push for rate increases in August.
Effective capacity management becomes crucial considering these circumstances. The container liners response to this uncertain scenario is yet to be seen. So far, liners have been driven to secure market share. Vessel utilization levels have already decreased (down to 75% in the first quarter), and freight rates have demonstrated fragility in the second quarter, with the potential for further decline. Given that container liners are financially strong, these circumstances could easily evolve into a prolonged price war.
The practice consists of 5,000 professionals from Accenture and from Avanade—the consulting firm’s joint venture with Microsoft. They will be supported by Microsoft product specialists who will work closely with the Accenture Center for Advanced AI. Together, that group will collaborate on AI and Copilot agent templates, extensions, plugins, and connectors to help organizations leverage their data and gen AI to reduce costs, improve efficiencies and drive growth, they said on Thursday.
Accenture and Avanade say they have already developed some AI tools for these applications. For example, a supplier discovery and risk agent can deliver real-time market insights, agile supply chain responses, and better vendor selection, which could result in up to 15% cost savings. And a procure-to-pay agent could improve efficiency by up to 40% and enhance vendor relations and satisfaction by addressing urgent payment requirements and avoiding disruptions of key services
Likewise, they have also built solutions for clients using Microsoft 365 Copilot technology. For example, they have created Copilots for a variety of industries and functions including finance, manufacturing, supply chain, retail, and consumer goods and healthcare.
Another part of the new practice will be educating clients how to use the technology, using an “Azure Generative AI Engineer Nanodegree program” to teach users how to design, build, and operationalize AI-driven applications on Azure, Microsoft’s cloud computing platform. The online classes will teach learners how to use AI models to solve real-world problems through automation, data insights, and generative AI solutions, the firms said.
“We are pleased to deepen our collaboration with Accenture to help our mutual customers develop AI-first business processes responsibly and securely, while helping them drive market differentiation,” Judson Althoff, executive vice president and chief commercial officer at Microsoft, said in a release. “By bringing together Copilots and human ambition, paired with the autonomous capabilities of an agent, we can accelerate AI transformation for organizations across industries and help them realize successful business outcomes through pragmatic innovation.”
Census data showed that overall retail sales in October were up 0.4% seasonally adjusted month over month and up 2.8% unadjusted year over year. That compared with increases of 0.8% month over month and 2% year over year in September.
October’s core retail sales as defined by NRF — based on the Census data but excluding automobile dealers, gasoline stations and restaurants — were unchanged seasonally adjusted month over month but up 5.4% unadjusted year over year.
Core sales were up 3.5% year over year for the first 10 months of the year, in line with NRF’s forecast for 2024 retail sales to grow between 2.5% and 3.5% over 2023. NRF is forecasting that 2024 holiday sales during November and December will also increase between 2.5% and 3.5% over the same time last year.
“October’s pickup in retail sales shows a healthy pace of spending as many consumers got an early start on holiday shopping,” NRF Chief Economist Jack Kleinhenz said in a release. “October sales were a good early step forward into the holiday shopping season, which is now fully underway. Falling energy prices have likely provided extra dollars for household spending on retail merchandise.”
Despite that positive trend, market watchers cautioned that retailers still need to offer competitive value propositions and customer experience in order to succeed in the holiday season. “The American consumer has been more resilient than anyone could have expected. But that isn’t a free pass for retailers to under invest in their stores,” Nikki Baird, VP of strategy & product at Aptos, a solutions provider of unified retail technology based out of Alpharetta, Georgia, said in a statement. “They need to make investments in labor, customer experience tech, and digital transformation. It has been too easy to kick the can down the road until you suddenly realize there’s no road left.”
A similar message came from Chip West, a retail and consumer behavior expert at the marketing, packaging, print and supply chain solutions provider RRD. “October’s increase proved to be slightly better than projections and was likely boosted by lower fuel prices. As inflation slowed for a number of months, prices in several categories have stabilized, with some even showing declines, offering further relief to consumers,” West said. “The data also looks to be a positive sign as we kick off the holiday shopping season. Promotions and discounts will play a prominent role in holiday shopping behavior as they are key influencers in consumer’s purchasing decisions.”
Even as the e-commerce sector overall continues expanding toward a forecasted 41% of all retail sales by 2027, many small to medium e-commerce companies are struggling to find the investment funding they need to increase sales, according to a sector survey from online capital platform Stenn.
Global geopolitical instability and increasing inflation are causing e-commerce firms to face a liquidity crisis, which means companies may not be able to access the funds they need to grow, Stenn’s survey of 500 senior e-commerce leaders found. The research was conducted by Opinion Matters between August 29 and September 5.
Survey findings include:
61.8% of leaders who sought growth capital did so to invest in advanced technologies, such as AI and machine learning, to improve their businesses.
When asked which resources they wished they had more access to, 63.8% of respondents pointed to growth capital.
Women indicated a stronger need for business operations training (51.2%) and financial planning resources (48.8%) compared to men (30.8% and 15.4%).
40% of business owners are seeking external financial advice and mentorship at least once a week to help with business decisions.
Almost half (49.6%) of respondents are proactively forecasting their business activity 6-18 months ahead.
“As e-commerce continues to grow rapidly, driven by increasing online consumer demand and technological innovation, it’s important to remember that capital constraints and access to growth financing remain persistent hurdles for many e-commerce business leaders especially at small and medium-sized businesses,” Noel Hillman, Chief Commercial Officer at Stenn, said in a release. “In this competitive landscape, ensuring liquidity and optimizing supply chain processes are critical to sustaining growth and scaling operations.”
With six keynote and more than 100 educational sessions, CSCMP EDGE 2024 offered a wealth of content. Here are highlights from just some of the presentations.
A great American story
Author and entrepreneur Fawn Weaver closed out the first day of the conference by telling the little-known story of Nathan “Nearest” Green, who was born into slavery, freed after the Civil War, and went on to become the first master distiller for the Jack Daniel’s Whiskey brand. Through extensive research and interviews with descendants of the Daniel and Green families, Weaver discovered what she describes as a positive American story.
She told the story in her best-selling book, Love & Whiskey: The Remarkable True Story of Jack Daniel, His Master Distiller Nearest Green, and the Improbable Rise of Uncle Nearest. That story also inspired her to create Uncle Nearest Premium Whiskey.
Weaver discussed the barriers she encountered in bringing the brand to life, her vision for where it’s headed, and her take on the supply chain—which she views as both a necessary cost of doing business and an opportunity.
“[It’s] an opportunity if you can move quickly,” she said, pointing to a recent project in which the company was able to fast-track a new Uncle Nearest product thanks to close collaboration with its supply chain partners.
A two-pronged business transformation
We may be living in a world full of technology, but strategy and focus remain the top priorities when it comes to managing a business and its supply chains. So says Roberto Isaias, executive vice president and chief supply chain officer for toy manufacturing and entertainment company Mattel.
Isaias emphasized the point during his keynote on day two of EDGE 2024. He described how Mattel transformed itself amid surging demand for Barbie-branded items following the success of the Barbie movie.
That transformation, according to Isaias, came on two fronts: commercially and logistically. Today, Mattel is steadily moving beyond the toy aisle with two films and 13 TV series in production as well as 14 films and 35 shows in development. And as for those supply chain gains? The company has saved millions, increased productivity, and improved profit margins—even amid cost increases and inflation.
A framework for chasing excellence
Most of the time when CEOs present at an industry conference, they like to talk about their companies’ success stories. Not J.B. Hunt’s Shelley Simpson. Speaking at EDGE, the trucking company’s president and CEO led with a story about a time that the company lost a major customer.
According to Simpson, the company had a customer of their dedicated contract business in 2001 that was consistently making late shipments with no lead time. “We were working like crazy to try to satisfy them, and lost their business,” Simpson said.
When the team at J.B. Hunt later met with the customer’s chief supply chain officer and related all they had been doing, the customer responded, “You never shared everything you were doing for us.”
Out of that experience, came J.B. Hunt’s Customer Value Delivery framework. The framework consists of five steps: 1) understand customer needs, 2) deliver expectations, 3) measure results, 4) communicate performance, and 5) anticipate new value.
Next year’s CSCMP EDGE conference on October 5–8 in National Harbor, Md., promises to have a similarly deep lineup of keynote presentations. Register early at www.cscmpedge.org.
2024 was expected to be a bounce-back year for the logistics industry. We had the pandemic in the rearview mirror, and the economy was proving to be more resilient than expected, defying those prognosticators who believed a recession was imminent.
While most of the economy managed to stabilize in 2024, the logistics industry continued to see disruption and changes in international trade. World events conspired to drive much of the narrative surrounding the flow of goods worldwide. Additionally, a diminished reliance on China as a source for goods reduced some of the international trade flow from that manufacturing hub. Some of this trade diverted to other Asian nations, while nearshoring efforts brought some production back to North America, particularly Mexico.
Meanwhile trucking in the United States continued its 2-year recession, highlighted by weaker demand and excess capacity. Both contributed to a slow year, especially for truckload carriers that comprise about 90% of over-the-road shipments.
Labor issues were also front and center in 2024, as ports and rail companies dealt with threats of strikes, which resulted in new contracts and increased costs. Labor—and often a lack of it—continues to be an ongoing concern in the logistics industry.
In this annual issue, we bring a year-end perspective to these topics and more. Our issue is designed to complement CSCMP’s 35th Annual State of Logistics Report, which was released in June, and includes updates that were presented at the CSCMP EDGE conference held in October. In addition to this overview of the market, we have engaged top industry experts to dig into the status of key logistics sectors.
Hopefully as we move into 2025, logistics markets will build on an improving economy and strong consumer demand, while stabilizing those parts of the industry that could use some adrenaline, such as trucking. By this time next year, we hope to see a full recovery as the market fulfills its promise to deliver the needs of our very connected world.