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“Clearly a forklift,” he mutters.
The damage could have happened anywhere along the 10,710-mile
odyssey his company's gaming controllers make from China's
Guangdong province where they are manufactured to his warehouse
30 miles south of Boston, just one stop on their way to big-name
retailers like Best Buy. Yet Townley, CEO of T2M, is grateful to
have his products arrive at all.
A global breakdown of supply chains in the wake of the COVID-19
pandemic, which led to a sharp contraction, then a snap back in
demand that caught most businesses wrong-footed, has overwhelmed
ports and left manufacturers, retailers, railroads, and truckers
scrambling to get goods to shelves, especially in the crucial
runup to the year-end holidays.
The number of container ships idling off Los Angeles - the
nation’s busiest port complex - has hit record highs, while
growing piles of empty containers crowd the docks.
The situation is so dire that a White House task force is
working to ease the backlog, while shortages of imported goods
are blamed with helping fuel an inflationary surge that has the
Federal Reserve as well as many consumers on edge.
The pileup casts a shadow over a globalized system that T2M and
many other producers have relied on to get products made cheaply
in distant factories. As companies developed these supply
chains, they whittled down to the bare minimum the stocks they
kept on hand. That is great for the bottom line, but a disaster
when supply lines clog as they have now.
T2M's mobile gaming controllers, including the only full-size
device designed to work with a hard wire on an Apple iPhone, are
sold by Best Buy and other big chains such as Walmart and
Target, and on Amazon.
Townley doesn’t own a factory. Instead, like countless other
consumer products companies, he designs the devices and has them
made by a Chinese plant. He has a China-based employee, Breeze
Feng, the company's senior structural engineer, keeping an eye
on production at the Dongguan factory until the goods are packed
into containers to be trucked to Hong Kong for shipping to the
U.S. West Coast.
Feng said the crisis hit a boiling point in June, just as they
were doing a push to get goods to the United States in time for
the year-end holidays. "We went to pick up containers three
times but failed," she said, explaining that they had booked
slots on ships. "They didn't have a container to load our goods,
so there is no way" they could ship.
Speaking at the Chinese plant - where rows of workers in blue
smocks and white caps hunched over workbenches assembling and
testing controllers for T2M - Feng said it felt as though
conditions were easing a bit by October.
"But now, after the new strain (Omicron) has appeared, we are
actually still worried about whether it will go back to the
situation as before," she said.
NOTHING IS NORMAL
T2M has limited ability to jump to other Chinese factories in
this crisis. Feng noted that only a handful of factories are
able to produce controllers that meet the Apple certification
required by customers. "If we were going to replace our factory,
it would not have been fast," she said, so they didn't even try
to find alternatives.
They did, however, have to find new routes to get containers to
their Boston warehouse. T2M receives one or two containers a
month, each able to hold up to 40,000 controllers, and Townley
closely tracks their progress.
In the past, he would ship them to Boston via the Panama Canal,
a more direct and less expensive route that had become harder to
access as port traffic snarled.
Now his normal procedure is to ship goods to Los Angeles, where
his containers are put on a train to Newark, New Jersey, which
is their official port of entry for U.S. Customs. From there, a
truck brings his boxes to his warehouse outside Boston. Workers
at the warehouse then separate out the items and ship them on to
distribution centers for the big retailers on trucks.
But nothing has been normal in recent months.
In September, he had a shipment of controllers he was trying to
get to a distribution center in Kentucky for a large retailer
who had ordered a specific design and set a launch date for a
promotion.
The controllers were on their way to Los Angeles when they got
stuck waiting to be unloaded from a ship for what turned out to
be an extra three weeks. Once the container came off, he tried
to ship it directly to Kentucky in order to hit the deadline
rather than first sending it cross-country to Newark and then on
to his warehouse, as originally planned.
“Unfortunately, everyone but the Customs people could be
flexible,” said Townley. His solution was to air freight more
controllers straight from China to Tennessee, via Chicago.
Costs have exploded accordingly. Townley now pays about $18,000
to ship one container from China to his warehouse compared to
$3,500 at this time last year. “And last year I was complaining,
because we’d been buying them for $2,800.”
Problems don't end once the controllers get to his warehouse.
Finding truckers to haul goods to end customers has become such
a challenge that Townley explored buying his own truck. He
decided not to do it.
As a small company, he has no clout with his customers to pass
along those expenses. Instead, he’s rushed to cut costs. He
picks up one of his controllers and points to the brightly
colored buttons. By skipping the color - the buttons are now
just black - he shaved 50 cents of this piece, he notes. He also
slightly reduced the size of each box and eliminated a plastic
cradle that held the controller inside.
Townley is well positioned to play these games. He came to the
United States from Britain decades ago to help Circuit City set
up sourcing in China, so he’s spent most of his working life
thinking about how goods make it from one place to another.
While no one anticipated the current crisis, there are some
techniques that help keep products and profits flowing. Take the
punctured pallet. One task assigned to T2M’s factory monitor
Feng is to photograph every pallet before it’s loaded into a
container in China. That allowed them to quickly determine that
the pallet wasn’t damaged before it was loaded.
In this case, the container was pulled for a spot Customs
inspection in New Jersey, so Townley is convinced the damage
occurred there.
“On this occasion, the damage was limited to two cases. So we’re
in the $1,000’s, but not tens of thousands” range for the loss,
he noted.
(Reporting by Timothy Aeppel in Pembroke; Additional reporting
by Xiaoyu Yin in Dongguan; Editing by Andrea Ricci)
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