长篇市场调查报告

1、制度名长篇市场调查报告电子文件编码GLWA260页码15-1MarketStudyinSynthetice-basedSportsShoesErnestHongSalesRepresentativeKryptonPlastics18May2000签发人责任人签名制度名长篇市场调查报告电子文件编码GLWA260页码15-2TableofContentsTableofContents1Abstract2TermsofReferenee2IFindingsMethodology2Thesportsshoemarket3Sportsshoesinsyntheticmaterials3Trendsint

2、heuseofsyntheticmaterials4PotentialofAPCmaterialinthesportsshoemarketCompetitionbetweenAPCproducts5IIConclusions5IIIRecommendations6Appendix:Listofcustomersvisited7AbstractThisreportinvestigatesthepotentialofAPCmaterialsintheproduction签发人责任人签名制度名长篇市场调查报告电子文件编码GLWA260页码15-3sportsshoesmanufacturedinar

3、angeofnaturalandsyntheticmaterials.Itisalsoouraimtostimulateplasticrawmaterialsalesinthesportsshoemarket,andtoseekpotentialcustomerswithinthesportsshoemarketwhomightbeinterestedinusingKrypton'snewlydevelopedAPCrawmaterialinthemanufactureoftheirproducts.IFindingsMethodologyBeforethismarketstudyco

4、uldbeundertaken,informationaboutmanufacturersofsportsshoeshadtobecollected.WederivedalistofmanufacturersbyreferringtotheYellowPagesandthelistproducedbytheHongKongCouncilfortheDevelopmentofTrade(HKCDT).Thesetwosources,however,didnotdistinguishbebetweenmanufacturersusingleatherandthoseusingsyntheticma

5、terials.Thiswasachievedwithanumberoftelephonecallstomanufacturers.ThesecallswerethenfollowedupwithpersonaltotaloffifteenmanufacturerswerevisitedbetweenJanuaryandMarchofthisyear.Inordertomeetourobjectivesprecisely,wefocusedourvisitsmostlyonmanufacturersofsportsshoesusingpredominantlysyntheticmaterial

6、s.Othermanufacturerswerefollowedupwithtelephonecalls.TheSportsShoeMarket签发人责任人签名制度名长篇市场调查报告电子文件编码GLWA260页码15-4Themarketsizeforsportsshoescomprisessome165manufacturersandtraders.Basically,therearethreecategoriesofsportsshoeinthemarket.Thesearerealleather,artificialleatherandplastic.Thelargestshareofp

7、roductionin1999washeldbysportsshoesmanufacturedfrontplastic(50%ofproduction).Thiswasfollowedbyartificialleather(40%ofproduction)andrealleather(10%).However,theseproductionstatisticeareverychangeablebecausethemarketisextremelysensitivetofashiontrends.Forthepastfewyears,though,themarkethasbeendominate

8、dbysyntheticmaterials,mainlybecausetheyenablesportsshoestofollowfashiontrends,theyareabletobeprintedon,andtheycanbemadecolourful,brightandfluorescent(seeTablel).SportsShoesinSyntheticMaterialsInthesportsshoemarket,PVC,PAandAPCarethemajorplasticrawmaterials.ThemajorityofsportsshoesaremadeofPVC,whichi

9、scheaper,easiertoscreenprintandeasiertocolour.Allthesefactorscreateanattractivelyfinishedproductwithacompetitivelowprice.APCandPAareclassifiedashigherqualitymaterialsusedinhighqualityproductswithahighprice.IncomparisonwithAPC,PAisahigherqualitybutmoreexpensivematerial.Forthetimebeing,thesportsshoema

10、rketisdemandingcolourful,制度名签发人责任人签名长篇市场调查报告电子文件编码GLWA260页码15-51999TotalnumberofpairsofsportsshoesproducedinHKMaterial%MarketShareRealLeather10ArtificialLeather:23PVC17PAPlastic:27PVC15PA8APCTable1MaterialPriceEasyofProduceDurabilityColourRangeCostofPigmentPVCloweasylowgoodlowAPCmediumaverageaverage

11、averagehighPAhighaveragehighaveragehighTable2TrendsintheUseofSyntheticMaterials.SportsshoesarenoIongerconsideredsimplyasshoeswhichareusedforplayingsports.Sportsshoesarenow,andwillprobablycontinuetobe,amajoritemoffashionwear.Consumersseemtobepreparedtopayanever-increasingpriceforhighfashionsportsshoe

12、s,andincreasingly,sportsshoesareenteringthemedium签发人责任人签名制度名长篇市场调查报告电子文件编码GLWA260页码15-5endproductsegmentofthemarket.Aspeopleappeartobewillingtopaymoreforproducts,higherqualityAPCandPAplasticrawmaterialwillprobablyhaveagrowingpotentialinthesportsshoemarket.PotentialofAPCMaterialintheSportsShoeMarketA

13、PCismoredurablethanPVC.Inotherwords,therearelessagingproblemsassociatedwithAPC.Secondly,thequalityoffinishofAPCproductsishigherthanthatofPVCproducts.Assportsshoesbecomemorefashionable,thisconsiderationwillbecomemoreimportant.Lastly,APCisbetterlooking,andstayslookingbetterforIonger.Itshouldberemarked

14、herethatiftherewerenopricedifferenee,manymanufacturerswouldbewillingtotryAPCmaterialinproducingsportsshoesbecausetheyrealisethatiftheymarketabetterqualityproduct,theycanavoidtheseverecompetitionatthelowendofthemarket,whichyieldslowerprofitmargins.KryptonKR6600NichimachiIC51OriginUSAJapanOriginUnitPr

15、ice(HK$)IblbProductQualitySofterHarderScreenprintingproblems?YesYesSupplyGoodPoorTable3CompetitionbetweenAPCproductsTherearefewAPCmaterialssuppliedinHongKong.Krypton,签发人责任人签名制度名长篇市场调查报告电子文件编码GLWA260页码15-7HammondIndustries,andNichimachi'sarethemajorsuppliersinHongKong.Inthemarket,Nichimachi's

16、IC51fromJapanisthemajorcompetitorwithKryptonKR6600(seeTable3).However,asmentionedbefore,themajorityofthesyntheticmaterialusedforsportsshoeproductionisPVC.Therefore,thedegreeofcompetitionamongAPCmaterialsinthesportsshoemarketisstilllow,asAPCisatanearlystageofitsmarketlife-cycle.nConclusionsItisconclu

17、dedthatthemajorityofsportsshoesaremadeofPVC.ThehighestqualitymaterialisPA,followedbyAPCandPVC.APCmaterialisstillataveryearlystageofitsproductlife-cycle.ThefutureofAPCasamaterialsuitableforsportsshoesisverydependentontrendsinthesports/fashionmarket.Atpresent,thereareseveralreasonswhyAPCisnotverypopul

18、arinthismarket.(i) WearepassingthroughaslackperiodinHongKong'seconomy.Lossofanumberofoverseasordershasdiscouragednewdevelopmentsinhighqualityproducts.(ii) Prices,duetothedumpingofplasticrawmaterials,havemaintainedtheuseofPVCinthemarket.Inthecomingyear,itisforecastthattheHongKongeconomywillpassth

19、roughaperiodofstagnation.Inthelongrun,thiswouldbeagoodtime签发人责任人签名制度名长篇市场调查报告电子文件编码GLWA260页码15-8WeshouldalsosuggestthattheCompanytestthemarketwithselectedAPCproductsinordertorecognisewhetherthemarketwillfullyacceptAPCasanenhancementoverPVC.ErnestHongErnestHongSalesRepresentativeAppendix:Listofmanufa

20、cturersvisitedHangSportsCo.Ltd.SportsManufacturingCo.1td.PlasticFty.MingMfg.Ltd.ProductsLtd.Ind.Co.Sport-WearLtd.Ltd.DevelopmentCo.Ltd.ShoesLtd.PlasticFty.Mfg.Ltd,ChoiIndustrialCo.Ltd.Ind,Co.Ltd.签发人责任人签名制度名长篇市场调查报告电子文件编码GLWA260页码15-9合成材料运动鞋市场研究Krypton塑料制品公司销售代表欧内斯特洪2000年5月18日签发人责任人签名制度名长篇市场调查报告电子文件编

21、码GLWA260页码15-10目录目录1概要2调查范围2一、调查结果调查方法2运动鞋市场3合成材料运动鞋3使用合成材料的趋势4APC材料在运动鞋市场中的潜力4APC产品之间的竞争5二、结论5三、建议6附录：受访客户名单7概要本报告研究在香港特别行政区生产和销售APC材料运动鞋的潜在市场。本报告显示，目前香港生产的大部分运动鞋都使用PVC材料，而我们从品质、耐用程度和外观三个方面阐述了APC材料比PVC材料优胜的地方。尽管目前香港经济萧条、物价偏高，但如果厂家考虑减少产量并改用APC材料，形势可能会变得十分有利。调查范围本报告旨在调查选用天然材料和合成材料制成的运动鞋的市场特点。签发人责任人签名

22、制度名长篇市场调查报告电子文件编码GLWA260页码15-11本报告的另一个目的是刺激塑胶原料在运动鞋市场中的销售量，并在运动鞋市场中寻找有望使用Kryton新开发的APC原料进行生产的潜在客户。一、调查结果调查方法开始作市场调查之前，我们首先必须了解运动鞋生产厂家的情况。我们从黄页以及由香港贸易发展局发布的名单上找到一些生产厂家的名单。然而这两个资料来源并没有说明这些厂家是使用皮革还是合成材料，我们对此通过致电向厂家作了了解，并继之以登门访问。今年一月至三月间我们共走访15家厂商。为了准确吻合我们的调查目的，我们重点走访了主要以合成材料生产运动鞋的厂家，而对其他厂家，我们均作电话询问。运动鞋

23、市场运动鞋是香港的主要出口产品之一，其出口贸易不仅使香港的贸易商和生产厂家获得丰厚的利益，而且促进了香港的经济繁荣。运动鞋市场约有165个生产厂家和贸易商。市场上的运动鞋大致分三个类别：真皮、人造皮革和塑胶。塑胶运动鞋占1999年最大的市场份额(50%)，其次是人造皮革(40%)和真皮类(10%)。但由于市场对时尚潮流十分敏感，所以这些统计数字会经常变化。然而近几年来，合成材料一直占市场的主导地位，这主要是因为用合成材料制成的运动鞋紧跟时尚潮流，这种材料容易印上图案，可以做成色彩亮丽荧光的运动鞋。(见表1)合成材料运动鞋PVC,PA和APC是运动鞋市场中主要的塑胶原料。大部分运动鞋由PVC制成

24、。这种材料价格便宜，容易加网印花和着色，因此产品价廉物美，颇具竞争力。签发人责任人签名制度名长篇市场调查报告电子文件编码GLWA260页码15-12表11999年香港出产的运动鞋总量：1560万双材料市场占有率(%)真皮10人造皮革23PVC17PA塑胶27PVC15PA8APCAPC和PA属于优质材料，用于生产价格昂贵的高档运动鞋。与APC相比,PA的质量更好，不过价格也更高。目前，市场上需要图案色彩亮丽并带有荧光的运动鞋，而只有PVC材料能以低成本满足这些要求(见表2)。因此，多数生产厂家为了能在竞争激烈的运动鞋市场中生存下去，仍然使用PVC作为主要的制鞋材料。表2材料价格生产难度耐用程度

25、着色范围着色成本PVC低易差好低APC中一般一般一般高PA高一般强一般高使用合成材料的潮流人们已不再把运动鞋看作是仅仅在运动时才穿的鞋子。穿运动鞋不只是现在，而且将来大概还可能是一种时尚。运动鞋紧跟时尚，价格也越来越高，而消费者对此似乎乐于接受。运动鞋正逐渐打入中档货品的消费市场。签发人责任人签名制度名长篇市场调查报告电子文件编码GLWA260页码15-13由于人们愿意购买高价产品，所以优质APC和PA塑胶材料在运动鞋市场中会有更大的发展潜力。AP（材料在运动鞋市场中的潜力APC比PVC经久耐用，也就是说，APC材料的老化问题相对较少；其次，APC成品从质量上说也比PVC产品优胜。随着运动鞋越来越成为一种时尚，这方面的因素将日趋重要；最后，APC外观美丽，而且久穿也不会走样。这里应该指出的是，许多生产厂家已经意识到，APC在质量上比PVC优胜,如果没有价格上的差异，他们一定会采用APC材料。但是，生产厂家也开始意识到，低消费市场利润微薄，竞争激烈