When General Average is Declared: How Wenaili Sees the Opportunity to Transform an Industry Crisis into a Crucible of Deep Trust
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Following the announcement of substantial surcharges by shipping lines like Hapag-Lloyd, the global shipping industry has recently encountered another 'black swan' event: the container ship 'MARIE MAERSK', serving the key Asia-Europe trade lane, has been officially declared in General Average by its owner, Maersk, following a fire incident. This vessel operates within the '2M' alliance partnered with Hapag-Lloyd and had regularly called at Chinese ports including Qingdao and Shenzhen Yantian prior to the event. This means cargo from numerous Chinese exporters is directly impacted. Under the ancient and authoritative maritime law principle of General Average, all cargo interests are required to proportionally share the extraordinary costs (salvage, repairs, etc.) arising from the incident. Crucially, cargo cannot be released without providing a cash deposit or an insurance guarantee. Wenaili Digital Marketing observes that the impact of this event on clients far exceeds that of mere rate hikes; it triggers a deeper "systemic risk anxiety" and a sense of "helplessness within a legal process." This article will analyze the client's psychological state in this extreme situation and explain how freight forwarders and logistics companies can transcend their traditional roles to become their clients' trusted "Anchor in the Storm," thereby transforming an industry crisis into an irreplaceable cornerstone of trust.
When a client receives formal notification of a General Average declaration, the reaction is often not just confusion, but a deeper shock and sense of powerlessness. This is not simply another surcharge; it means their legally owned goods are effectively 'held hostage' at the destination port and cannot be retrieved without providing security. This 'loss of control' over one's property due to a third-party incident can instantly trigger intense systemic risk anxiety in clients: the realization that even if their own cargo is perfectly intact, it can be entangled in massive cost-sharing and protracted legal proceedings because of a risk anywhere else on the same ship.
The case of the 'MARIE MAERSK' is highly representative. The fire on this mega-vessel serving the core Asia-Europe trade lane, which had called at Qingdao and Yantian, and the subsequent General Average adjustment will involve thousands of cargo owners. According to the York-Antwerp Rules, all parties with an interest in the preserved property (ship, cargo, freight) must proportionally share the extraordinary sacrifices and expenses incurred to save the common adventure. The process is complex and lengthy, potentially lasting from 6 to 18 months or more from providing security to final adjustment. For shippers unfamiliar with this, facing unfamiliar legal terminology, guarantee requirements, and an uncertain final contribution amount creates immense helplessness in the legal process, making them desperately need a guide.
At this moment, traditional, operationally-focused freight forwarding services appear inadequate. Wenaili believes this is a strategic opportunity to elevate service value from "logistics execution" to "risk management and legal crisis support." The freight forwarder's role must swiftly pivot to become the client's on-the-ground "Professional Crisis Management Partner," building unshakable trust through deep involvement on three levels.
Level 1: Become an "Anxiety Reliever" and "Window of Transparency" to Provide Certainty First.
In times of panic, certainty itself is the remedy. Your first action should not be to (press for action), but to proactively offer clear, professional guidance. Immediately issue a Professional Guide on the General Average Incident to all potentially affected clients. Explain in plain language: 1) What happened; 2) What General Average is and why a guarantee is needed; 3) Concrete, actionable next steps (how to contact insurers, documents needed); 4) An estimated timeline and potential cost range. Proactive, transparent, and professional communication can quickly pull clients from disordered anxiety into a manageable response process, providing immense emotional value and a sense of security.
Level 2: Act as the "Professional Translator" and "Process Escort," Demystifying Complexity.
The General Average process involves multiple parties—shipowners, average adjusters, insurers, ports—with complex, high-threshold documentation. Freight forwarders should form a dedicated task force to act as the client's "single point of contact" and "process controller." Value can be demonstrated by: facilitating efficient communication between the client and the appointed average adjuster, accurately translating technical requirements; guiding the client to prepare compliant guarantee documents (e.g., General Average guarantee, proof of cargo value); and closely tracking vessel status (e.g., its planned arrival at the Port of Tanjung Pelepas, Malaysia) and cargo status with real-time updates. You transform obscure legal-commercial procedures into understandable, actionable steps for the client, turning the "unknown" into the "knowable."
Level 3: Elevate to a "Risk Co-builder" and "Insurance Planning Advisor," Focusing on Long-term Prevention.
A General Average event is the most profound live lesson in supply chain risk awareness. While helping clients manage the immediate crisis, exceptional service should look forward, turning it into a reinforced risk education opportunity. Review with the client: Is your cargo insurance sufficient and explicitly covers General Average contribution? When selecting shipping lines and routes, did you consider their safety records and risk management? Use this as an opportunity to provide a Supply Chain Extreme Risk Review and Optimization Proposal, systematically helping clients build a more resilient risk defense system from insurance configuration to carrier selection and contract review. This demonstrates true altruism—not just solving this problem, but striving to help clients avoid the next crisis.
This General Average incident acts like a sudden stress test, brutally examining the resilience of every link in the supply chain. For freight forwarders, it ruthlessly reveals that in the face of extreme risk, price advantages are fragile. Only professional depth, a responsible attitude, and the commitment to stand with clients through adversity form a truly unbreakable competitive barrier. Wenaili Digital Marketing firmly believes that when you choose to stand shoulder-to-shoulder with your client before the complex maze of General Average, using your expertise to light their way and your commitment to share their burden, you no longer define a simple logistics service relationship. Instead, you forge a strategic partnership based on ultimate trust to weather storms together. This is the most valuable brand asset, irreplicable in any market fluctuation.