This article is part of a series on steel distribution association EUROMETAL’s 75th Anniversary conference 2-3 July, discussing challenges and opportunities for the sector from its policy background; trade protection; the Carbon Border Adjustment Mechanism; green steel; and the evolving role of European steel distribution.
An oft-neglected aspect of the industrial transition is the growing proximity between steel producers and end-consumers, and in some cases, a perceived isolation of the supply chain’s distributors.
Domenico Martino, Chief Operating Officer of Knauf Interfer, stated in his presentation that direct mill-to-consumer long-term supply contracts for green steel would “redefine distribution’s role,” describing distributors as somewhat hamstrung in their adaptability by the inability of financial institutions to “price-in the opportunities within our reach” when issuing business or credit ratings.
Flexibility is paramount as the steel industry undergoes a period of drastic change and volatility. Attendees at the EUROMETAL Anniversary described a reduced frequency in long-term contract periods; tightening from annual, half-yearly, or quarterly supply agreements to monthly, or purely hand-to-mouth spot market sales.
As described by Ulrich Becker from Becker Consult + Beteiligungs, sales dynamics for European distributors are becoming more volatile – the biggest factor harming distribution profitability. “Lot sizes are decreasing, but frequencies are increasing,” he said.
Becker advised that distributors should attempt to evolve by establishing unique positions in the supply-chain: “business models should be sharpened going forward.” Becker encouraged distributors to ask themselves “what is the value of the company in the wider market?”
A distributor’s size could then be either an advantage, or a disadvantage depending on the specifics of their value offerings across their product and processing lines. “Specialisation will become increasingly important,” Becker concluded.
Indeed, a major theme as the conference neared its conclusion was how distribution could best cope with the evolutions in the steel sector. Ex-President of EUROMETAL, Fernando Espada, lamented growing difficulties in getting customers to pay for distribution’s value-added services, especially given the abundance of market intelligence available to end-consumers and the encroachment of steelmakers into direct-to-consumer sales.
Becker, as well as other conference attendees, instead saw this transparency as an opportunity, giving an example from his consultations with steel end-users. Becker described one project with a large consumer that wanted to better understand how prices asked by distribution mapped to steelmaker and distributor margins – this was not framed as a threat to distributor profitability, but as an opportunity, with the consumer “more than happy” to pay for the distributor’s value-adds when communicated and explained transparently.
As such, Becker, supported by others such as DM Stahl’s Fix, recommended distribution move away from “the sourcing of steel” as its primary business model, focussing more on the specialised processing of material and embracing indexation to evidence the necessity of premiums for their value-added services.
Such an approach would seem to map well to wider economic and geopolitical trends, with demand set to grow in the sustainability, infrastructural, and defense sectors – compounded by increasing protectionism and regionality in worldwide markets and supply chains. While economists at the event – such as World Steel’s Director General, Edwin Besson – emphasised that the steel markets “are, and will remain, very open,” they did expect growing protectionism and regionality in the short-term through mechanisms like melt-and-pour clauses:
“Steel is becoming increasingly attractive around the world,” he said, “it’s moved on from being the child no one wants to talk about.”
As steel’s presence in the spotlight increases, distributors will continue to face a number of challenges, but as identified at EUROMETAL’s 75th anniversary, flexibility and agility could also afford them profitable opportunities.
Benjamin Steven Journalist, Steel
