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YW0303最新修正版
文件名
长篇市场调查报告
电子文件编码：
YW0303
序码
12-1
MarketStudyin
Synthetics-basedSportsShoes
ErnestHong
SalesRepresentative
KryptonPlastics
18May2000
文件名
长篇市场调查报告
电子文件编码：
YW0303
序码
12-2
TableofCongents
TableofContents
Abstract
TermsofReference
IFindings
·Methodology
·Thesportsshoemarket
·Sportsshoesinsyntheticmaterials
·Trendsintheuseofsyntheticmaterials
·PotentialofAPCmaterialinthesportsshoemarket
·CompetitionbetweenAPCproducts
IIConclusions
IIIRecommendations
Appendix:
Listofcustomersvisited
Abstract
ThisreportinvestigatesthepotentialofAPCmaterialsinthe
productionandsaleofsportsshoesintheHongKongSAR.
ThereportshowsthatcurrentlythemajorityofsportsshoesmanufacturedinHongKongaremadeofPVC.However,weillustrate
thatAPChasanumberofadvantagesoverPVCintermsofquality,durabilityandappearance.
Althoughpriceishigher,intheperiodofeconomicstagnationwhichhashitHongKong,itmaybeadvantageoustomanufacturersto
considerreducingproductionandswitchingtoAPC.
TermsofReference
Thepurposeofthisreportistoinvestigatethenatureofthe
marketforsportsshoesmanufacturedinarangeofnaturaland
syntheticmaterials.
Itisalsoouraimtostimulateplasticrawmaterialsalesinthe
sportsshoe
文件名
长篇市场调查报告
电子文件编码：
YW0303
序码
12-3
market,andtoseekpotentialcustomerswithinthesportsshoemarketwhomightbeinterestedinusingKrypton＇snewlydevelopedAPCrawmaterialinthemanufactureoftheirproducts.
ⅠFindings
Methodology
Beforethismarketstudycouldbeundertaken,informationaboutmanufacturersofsportsshoeshadtobecollected.WederivedalistofmanufacturersbyreferringtotheYellowPagesandthelistproducedbytheHongKongCouncilfortheDevelopmentofTrade（HKCDT）.
Thesetwosources,however,didnotdistinguishbetweenmanufacturersusingleatherandthoseusingsyntheticmaterials.Thiswasachievedwithanumberoftelephonecallstomanufacturers.
Thesecallswerethenfollowedupwithpersonalinterviews.AtotaloffifteenmanufacturerswerevisitedbetweenJanuaryandMarchofthisyear.
Inordertomeetourobjectivesprecisely,wefocusedourvisitsmostlyonmanufacturersofsportsshoesusingpredominantlysyntheticmaterials.Othermanufacturerswerefollowedupwithtelephonecalls.TheSportsShoeMarket
SportsshoesareamajorexportiteminHongKong,reapingagoodrewardforHongKong＇stradersandmanufacturers,and,inturn,spurringtheprosperityofHongKong.
Themarketsizeforsportsshoescomprisessome165manufacturersandtraders.Basically,therearethreecategoriesofsportsshoeinthemarket.Thesearerealleather,artificialleatherandplastic.Thelargestshareofproductionin1999washeldbysportsshoesmanufacturedfrontplastic（50%ofproduction）.Thiswasfollowedbyartificialleather（40%ofproduction）andrealleather（10%）.However,theseproductionstatisticsareverychangeablebecausethemarketisextremelysensitivetofashiontrends.Forthepastfewyears,though,themarkethasbeendominatedbysyntheticmaterials,mainly
文件名
长篇市场调查报告
电子文件编码：
YW0303
序码
12-4
becausetheyenablesportsshoestofollowfashiontrends,theyareabletobeprintedon,andtheycanbemadecolourful,brightandfluorescent（seeTablel）.
SportsShoesinSyntheticMaterials
Inthesportsshoemarket,PVC,PAandAPCarethemajorplasticrawmaterials.ThemajorityofsportsshoesaremadeofPVC,whichischeaper,easiertoscreenprintandeasiertocolour.Allthesefactorscreateanattractivelyfinishedproductwithacompetitivelowprice.
APCandPAareclassifiedashigherqualitymaterialsusedinhighqualityproductswithahighprice.IncomparisonwithAPC,PAisahigherqualitybutmoreexpensivematerial.
Forthetimebeing,thesportsshoemarketisdemandingcolourful,brightandfluorescentpatterns.OnlyPVCcansatisfytheserequirementswithlowproductioncosts（seeTable2）.Consequently,mostmanufacturersarecontinuingtousePVCasthemajormaterialforsportsshoes,inordertosurviveinireseverelycompetitivesportsshoemarket.
1999TotalnumberofpairsofsportsshoesproducedinHK15600000psirs
Material
MarketShare（%）
RealLeather
10
ArtificialLeather:
PVC
23
PA
17
Plstic:
PVC
27
PA
15
APC
8
Table1
文件名
长篇市场调查报告
电子文件编码：
YW0303
序码
12-5
TrendsintheUseofSyntheticMaterials
Sportsshoesarenolongerconsideredsimplyshoeswhichareusedforplayingsportsin.Sportsshoesarenow,andwillprobablycontinuetobe,amajoritemoffashionwear.
Consumersseemtobepreparedtopayanever-increasingpriceforhighfashionsportsshoes,andincreasingly,sportsshoesareenteringthemediumendproductsegmentofthemarket.
Material
Price
EasyofProduce
Durability
ColourRange
CostofPigment
PVC
low
easy
low
good
low
APC
medium
average
average
average
high
PA
high
average
high
average
high
Table2
Aspeopleappeartobewillingtopaymoreforproducts,higherqualityAPCandPAplasticrawmaterialwillprobablyhaveagrowingpotentialinthesportsshoemarket.
PotentialofAPCMaterialintheSportsShoeMarket
APCismoredurablethanPVC.Inotherwords,therearelessagingproblemsassociatedwithAPC.Secondly,thequalityoffinishofAPCproductsishigherthanthatofPVCproducts.Assportsshoesbecomemorefashionable,thisconsiderationwillbecomemoreimportant.
Lastly,APCisbetterlooking,andstayslookingbetterforlonger.
Itshouldberemarkedherethatiftherewerenopricedifference,manymanufacturerswouldbewillingtotryAPCmaterialinproducingsportsshoesbecausetheyrealisethatiftheymarketabetterqualityproduct,theycanavoidtheseverecompetitionatthelowendofthemarket,whichyieldslowerprofitmargins.
CompetitionbetweenAPCproducts
TherearefewAPCmaterialssuppliedinHongKong.Krypton,HammondIndustries,andNichimachi＇sarethemajorsuppliersinHongKong.Inthemarket,Nichimachi＇sIC51fromJapanisthemajorcompetitorwithKrypton
文件名
长篇市场调查报告
电子文件编码：
YW0303
序码
12-6
KR6600（seeTable3）.
KryptonKR6600
NichimachiIC51
Origin
USA
Japan
Unitprice（HK$）
6.38/1b
5.78/1b
ProductQuality
Softer
Harder
Screenprintingproblems?
Yes
Yes
Supply
Good
Poor
Tbale3
However,asmentionedbefore,themajorityofthesyntheticmaterialusedforsportsshoeproductionisPVC.Therefore,thedegreeofcompetitionamongAPCmaterialsinthesportsshoemarketisstilllow,asAPCisatanearlystageofitsmarketlife-cycle.
ⅡConclusions
ItisconcludedthatthemajorityofsportsshoesaremadeofPVC.ThehighestqualitymaterialisPA,followedbyAPCandPVC.APCmaterialisstillataveryearlystageofitsproductlife-cycle.
ThefutureofAPCasamaterialsuitableforsportsshoesisverydependentontrendsinthesports/fashionmarket.Atpresent,thereareseveralreasonswhyAPCisnotverypopularinthismarket.
（i）WearepassingthroughaslackperiodinHongKong＇seconomy.Lossofanumberofoverseasordershasdiscouragednewdevelopmentsinhighqualityproducts.
（ii）Prices,duetothedumpingofplasticrawmaterials,havemaintainedtheuseofPVCinthemarket.
Inthecomingyear,itisforecastthattheHongKongeconomywillpassthroughaperiodofstagnation.Inthelongrun,thiswouldbeagoodtimeforHongKongmanufacturerstomoveawayfromthelowend,lowqualitymarket,towardshigherqualityproductsmadefromAPCmaterial.
文件名
长篇市场调查报告
电子文件编码：
YW0303
序码
12-7
ⅢRecommendations
Inviewofthecommentsabove,weshouldrecommendselectingacertainnumberofhigherpotentialcustomersforfurtherdevelopment.
Itisalsoimperativethatwegatherfurthermarketinformation.
WeshouldalsosuggestthattheCompanytestthemarketwithselectedAPCproductsinordertorecognisewhetherthemarketwillfullyacceptAPCasanenhancementoverPVC.
ErnestHong
ErnestHong
SalesRepresentative
Appendix:
Listofmanufacturersvisited
1.AHangSportsCo.Ltd.
2.BSportsManufacturingCo.ltd.
3.CPlasticFty.
4.DMingMfg.Ltd.
5.EProductsLtd.
6.FInd.Co.
7.GSport-WearLtd.
8.HLtd.
9.IDevelopmentCo.Ltd.
10.JShoesLtd.
11.KPlasticFty.
12.LMfg.Ltd,
13.MIndustrialCo.Ltd.
14.NInd,Co.
15.XLtd.
文件名
长篇市场调查报告
电子文件编码：
YW0303
序码
12-8
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月
概要
调查范围
一、调查结果
调查方法
运动鞋市场
合成材料运动鞋
使用合成材料的趋势
APC材料在运动鞋市场中的潜力
APC产品之间的竞争
二、结论
三、建议
附录:
受访客户名单
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。
文件名
长篇市场调查报告
电子文件编码：
YW0303
序码
12-9
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。
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
文件名
长篇市场调查报告
电子文件编码：
YW0303
序码
12-10
带荧光的运动鞋。
（见表1）
表1
1999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
PVC
23
PA
17
塑胶
PVC
27
PA
15
APC
8
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。
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。
APC和PA属于优质材料，用于生产价格昂贵的高
升级会员 