在基于合成物质的体育鞋子的市场调查

1、PAGE Market Study in Synthetics-based Sports ShoesTo:Mr. Philip WatsonDirector Sales and Marketing DepartmentFrom:Ernest HongSales Representative Krypton PlasticsDate: Dec.12, 2005 ( or : 12 Dec. 2005)ContentsContents 页码Abstract 页码Terms of Reference 页码I. Findings页码1. Methodology 页码2. The sports shoe

2、 market 页码3. Sports shoes in synthetic materials 页码4. Trends in the use of synthetic materials 页码5. Potential of APC material in the sports shoe market 页码6. Competition between APC products 页码II. Conclusion页码 III. Recommendations 页码Appendix: List of customers visited 页码1. Lung Hang Sports Co. Ltd.2.

3、 Stella Sports Manufacturing Co. Ltd.3. Wah Sing Plastic Fty4. Chan Wai Ming Mfg. Ltd.5. Milano Sport-wear Ltd.6. Fiarrino Ltd.7. Richmond Development Co. Ltd.8. Outstanding Shoes Ltd.AbstractThis report investigates the potential of APC materials in theproduction and sale of sports shoes in the Hon

4、g Kong SAR.The report shows that currently the majority of sports shoesmanufactured in Hong Kong are made of PVC, However. We illustratethat APC has a number of advantages over PVC in terms of quality,durability and appearance.Although price is higher, in the period of economic stagnation whichhas h

5、it Hong Kong, it may be advantageous to manufacturers toconsider reducing production and switching to APC.Terms of ReferenceThe purpose of this report is to investigate the nature of the market forsports shoes manufactured in a range of natural and syntheticmaterials.It is also our aim to stimulate

6、plastic raw material sales in the sportsshoe market, and to seek potential customers within the sports shoemarket who might be interested in using Kryptons newly developedAPC raw material in the manufacture of their products.I Findings1. MethodologyBefore this market study could be undertaken, infor

7、mation aboutmanufacturers of sports shoes had to be collected. We derived a list ofmanufacturers by referring to the Yellow Pages and the list producedby the Hong Kong Council for the Development of Trade (HKCDT).These two sources, however, did not distinguish betweenmanufacturers using leather and

8、those using synthetic materials. Thiswas achieved with a number of telephone calls to manufacturers.These calls were then followed up with personal interviews. A total offifteen manufacturers were visited between January and March of thisyear.In order to meet our objectives precisely, we focused our

9、 visits mostlyon manufacturers of sports shoes using predominantly syntheticmaterials. Other manufacturers were followed up with telephone calls.2. The Sports Shoe MarketSports Shoes are a major export item in Hong Kong, reaping a goodreward for Hong Kong s traders and manufacturers, and, in turn, s

10、purring the prosperity of Hong Kong.The market size for sports shoes comprises some 165 manufacturersand traders. Basically, there are three categories of sports shoe in the market. These are real leather, artificial leather and plastic. The largestshare of production in 1999 was held by sports shoe

11、s manufacturedfrom plastic (50% of production). This was followed by artificialleather (40% of production) and real leather (10%). However, these production statistics are very changeable because the market isextremely sensitive to fashion trends. For the past few years, though,the market has been d

12、ominated by synthetic materials, mainly becausethey enable sports shoes to follow fashion trends, they are able to beprinted on, and they can be made colourful, bright and fluorescent (seeTable 1)1999Total no. of pairs of sports shoes produces in HK 15.6 millionMaterial% Market ShareReal leather 10A

13、rtificial Leather:PVCPA 23 17Plastic: PVC PA APC3. Sports Shoes in Synthetic MaterialsIn the sports shoe market, PVC, PA and APC are the major plastic rawmaterials. The majority of sports shoes are made of PVC, which ischeaper, easier to screen print and easier to colour. All these factorscreate an

14、attractively finished product with a competitive low price.APC and PA are classified as higher quality materials used in highquality products with a high price. In comparison with APC, PA is ahigher quality but more expensive material.For the time being, the sports shoe market is demanding colourful

15、, bright and fluorescent patterns. Only PVC can satisfy theserequirements with low production costs (see Table 2). Consequently,most manufacturers are continuing to use PVC as the major materialfor sports shoes, in Order to survive in the severely c0mpetitive sportsshoe market.MaterialPriceEase of P

16、rodnDurabilityColour RangeCost of Pigment PVCloweasylow good low APCMedium averageaverage average highPAhighaveragehigh average high Table 24. Trends in the Use of Synthetic MaterialsSports shoes are no longer considered simply shoes which are used forplaying sports in. Sports shoes are now, and wil

17、l probably continue tobe, a major item of fashion wear.Consumers seem to be prepared to pay an ever-increasing price forhigh fashion sports shoes, and increasingly, sports shoes are enteringthe medium end product segment of the market.As people appear to be willing to pay more for products, higher q

18、ualityAPC and PA plastic raw material will probably have a growingpotential in the sports shoe market.5. Potential of APC Material in the Sports Shoe MarketAPC is more durable than PVC. In other words, there are less agingproblems associated with APC. Secondly, the quality of finish of APCproducts i

19、s higher than that of PVC products. As sports shoes becomemore fashionable, this consideration will become more important.Lastly, APC is better looking, and stays looking better for longer.It should be remarked here that if there were no price difference, manymanufacturers would be willing to try AP

20、C material in producingsports shoes because they realise that if they market a better quality product, they can avoid the severe competition at me tow end ofthe market, which yields lower profit margins.6. Competition between APC productsThere are few APC materials supplied in Hong Kong. Krypton,Ham

21、mond Industries, and Nichimachi are the major suppliers in HongKong. In the market, Nichimachis IC51 from Japan is the majorcompetitor with Kryptons KR6600 (see Table 3).Krypton KR6600Nichimachi IC51OriginUSAJapanUnit Price(HK$)6.38/1b5.78/1bProduct QualitySofterHarderScreen printing problems?YesYes

22、SupplyGoodPoor Table 3However, as mentioned before, the majority of the synthetic materialused for sports shoe production is PVC. Therefore, the degree ofcompetition among APC materials in the sports shoe market is stilllow, as APC is at an early stage of its market life-cycle.II. ConclusionsIt is c

23、oncluded that the majority of sports shoes are made of PVC. Thehighest quality material is PA, followed by APC and PVC. APCmaterial is still at a very early stage of its product life-cycle.The future of APC as a material suitable for sports shoes is verydependent on trends in the sports/fashion mark

24、et. At present, there areseveral reasons why APC is not very popular in this market.(i) We are passing through a slack period in Hong Kongs economy. Loss of anumber of overseas orders has discouraged new developments in high quality products.(ii)Prices, due to the dumping of plastic raw materials, h

25、ave maintained the use of PVC in the market.In the coming year, it is forecast that the Hong Kong economy will pass through a period of stagnation. In the long run, this would be agood time for Hong Kong manufacturers to move away from the lowend, low quality market, towards higher quality products made fromAPC material.III. RecommendationsIn view of the comments above, we should recommend selecting acertain number of higher potential customers for further development.I