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“天天马士基”问世:凌冬狮吼?(SIMIC)

作者:国际海事信息网 汪涛 杨双艳 姚婉悦   发布时间:2011-11-01    浏览量:5766   字体大小:  A+   A- 

“天天马士基”问世:凌冬狮吼?(SIMIC)
图片来自网络,版权属于原作者

Daily Maersk kicks off: A lion in winter?

摘自American Shipper by Eric Johnson (发表日期:24/10/2011)

翻译:国际海事信息网  汪涛 杨双艳 姚婉悦

     今日,马士基正式推出亚欧航线全新服务模式,“天天马士基”。马士基航运公司每周七天,每天同时提供每日截收时间,并始终保证同样精确的运输时间,即“天天马士基”(Daily Maersk )。

      丹麦马士基航运公司将利用它的亚欧服务网络和自己的70多艘船舶为亚洲四大主线港提供截关/截港时间。并确保北欧三大主线港之间的货物运输时间。
      对于班轮运输公司来说,服务就是他们的特色。马士基已做出承诺,每天都会提供截关/截港时间,而且确保货物会在预定时间内到达。这一举措对于其他公司来说无疑是一巨大压力,他们也要向马士基推出的这一特色服务看齐。但是,从运营商甚至到其他运输公司,不是所有人都肯定马士基所做出的努力。也不是所有人都认为这项特色服务是一项石破惊天的壮举。
      这个月初,商务部举办的TPM亚洲会议在深圳召开。据报道,法国达飞轮船有限公司(CMA CGM)首席执行官Rodolphe Saade表示,马士基航运公司推出的全新服务标准是班轮业的一场革新。作为航运公司,就应该为客户提供这种服务。
      Saade 挖苦道,我衷心希望马士基新服务标准能给集装箱航运业带来一场变革。我们航运公司有义务为客户提供优质服务和相关信息。而且对于马士基来说,这一举措也许可以使其雄霸航运业。
    法国达飞轮船有限公司(CMA CGM)是世界第三大集装箱运输公司。在亚欧航线和泛太平洋航线上都马士基的重要合作伙伴。

    对于Daily Maersk来说,这一营销活动除了可以震惊班轮运输业以外,还会该公司带来更切实的利益。从理论上讲,世界最大航运公司可以赢得市场份额,就是因为它能够兑现其承诺,提供确切的提货时间,并确保准时交货。

    原因在于,在承诺无法兑现的前提下,“天天马士基”可以强行使公司避开亚欧航线停航的情况。而如果其他公司冬季航运淡季撤出亚欧航线的运力,即使短期内运价低迷,有所损失,马士基也很有可能赢得市场份额。
    “天天马士基”正式推出的日子应慎重选择,不容忽视。由于亚欧航线集装箱运输持续低迷,马士基特意选在旺季启动这项准班服务。
    马士基承诺整个冬季在宁波、上海、盐田、丹戎帕拉帕斯四大港口提供每日截关/截港服务,就整个航运业而言,运力能否得到合理安排,便在于其他航运公司了。马士基还简要申明冬季不会撤出亚欧航线的运力。

    其他公司同盟,尤其是船舶规模小、箱位费用高的,就不得不面临抉择:到底是继续跟马士基竞争,还是撤出运力,承受失去市场份额的风险。
    需要注意的是,今年亚欧航线的需求已有所增长,约为8%。船公司大可不必减少亚欧航线的货运数量,今年只是运力偏多,使得运费在适宜范围内有所增长。所以若是船公司纷纷撤出亚欧航线的运力,让马士基独领冬季航运市场,特别是当失去的客户开始对马士基每日截关/截港和准时送达货物的服务产生兴趣后,要想再拉回客户就变得相当困难了。
    这并不是说如果其他公司关闭冬季亚欧航线的服务,马士基就会将其余留的生意全部吞掉,只能说在船公司的眼里,如今市场变化莫测,“天天马士基”的推出,着实让马士基取得了十分有利的竞争地位。

 英文原文: Daily Maersk kicks off: A lion in winter?

 Monday, October 24, 2011 - Eric Johnson

 Source: American Shipper

    Today marks the official start of Maersk Line’s new Daily Maersk product between Asia and northern Europe.
   The Danish line will offer daily cut-offs at four origin ports in Asia and guaranteed transportation times to three key northern European ports, using its Asia-Europe service network and 70 own-operated vessels.
   The service is unique in the liner shipping industry in that Maersk has articulated a service promise that is taken as a given in many other industries – that a service will be offered every day and that a product will arrive on a pre-specified day.
   While most everyone – from shippers to even other liner carriers – have lauded Maersk’s endeavor, not everyone is completely enamored with the way the line has characterized its service as groundbreaking.
   Rodolphe Saade, executive officer at CMA CGM, said earlier this month at the Journal of Commerce-organized TPM Asia conference in Shenzhen that lines should be expected to provide the service that Maersk has advertised in a grandstand manner.
   “I congratulate Maersk on a new marketing campaign,” Saade said wryly. “It’s our duty to provide customers with reliable service and information. If you want to make a big marketing campaign about it, good for you.”
   It should be noted that CMA CGM, the third biggest container line in the world, is a key partner of Maersk on both the Asia-Europe and transpacific lanes.

 Beyond the bluster of marketing campaigns, there’s a more tangible prospect underlying the commencement of Daily Maersk. The world’s biggest line could theoretically gain market share simply because of the need to deliver on its promise.
   Here’s why: Daily Maersk compels Maersk to avoid Asia-Europe layups on the premise that it would prevent them from delivering on their promise. Yet if other lines pull capacity from Asia to Europe during the slack winter season, Maersk stands to gain market share, even if it loses money in the short term from poor rates.
   The timing of the start of the service shouldn’t be ignored. It’s essentially beginning as the peak season for Asia-to-Europe container shipping is winding down.
   With Maersk committed to providing daily cut-offs at Ningbo, Shanghai, Yantian, and Tanjung Pelepas through the winter, it will be up to other lines to rationalize capacity for the industry as a whole. Maersk is essentially saying, though not in so many words, that it won’t be pulling Asia-Europe capacity during the winter.
   So other lines and alliances, particularly those operating smaller vessels with higher slot costs, will be left to decide whether it’s worth it to stay in the game or pull capacity and potentially lose market share.
   Keep in mind that Asia-Europe demand has grown this year – in the region of 8 percent. It’s not necessarily that carriers are scrambling for diminishing amounts of cargo in this trade, it’s just that there’s been too much capacity injected this year to keep rates up at desirable levels. So if lines pull capacity on Asia-Europe services and leave Maersk to lead the line over winter, they could find it hard to drag those customers back, particularly if the lost customers become enamored with Maersk’s daily cut-offs and guaranteed delivery dates.
   This is not to suggest that Maersk will swallow up all of the demand left behind by lines that choose to shut down Asia-Europe services for the winter. It’s just to point out that the timing of the start of Daily Maersk puts the line in a quite advantageous position in a volatile and unforgiving market for carriers.

来源:SIMIC