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1、Market Study in Synthetics-based Sports Shoes To: Mr. Philip Watson Director Sales and Marketing Department From: Ernest Hong Sales Representative Krypton Plastics Date: Dec.12, 2005 ( or : 12 Dec. 2005)Contents Contents 页码Abstract 页码 Terms of Reference 页码I. Findings 页码 1. Methodology 页码 2. The spor
2、ts shoe 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
3、 Co. Ltd.2. 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 the production and sale of sports shoe
4、s in the Hong Kong SAR. The report shows that currently the majority of sports shoes manufactured 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 stagn
5、ation which has hit Hong Kong, it may be advantageous to manufacturers to consider reducing production and switching to APC.Terms of ReferenceThe purpose of this report is to investigate the nature of the market for sports shoes manufactured in a range of natural and synthetic materials.It is also o
6、ur aim to stimulate plastic raw material sales in the sports shoe market, and to seek potential customers within the sports shoe market who might be interested in using Kryptons newly developed APC raw material in the manufacture of their products.I Findings1. MethodologyBefore this market study cou
7、ld be undertaken, information about manufacturers of sports shoes had to be collected. We derived a list of manufacturers by referring to the Yellow Pages and the list produced by the Hong Kong Council for the Development of Trade (HKCDT).These two sources, however, did not distinguish between manuf
8、acturers using leather and those using synthetic materials. This was achieved with a number of telephone calls to manufacturers.These calls were then followed up with personal interviews. A total of fifteen manufacturers were visited between January and March of this year. In order to meet our objec
9、tives precisely, we focused our visits mostly on manufacturers of sports shoes using predominantly synthetic materials. Other manufacturers were followed up with telephone calls.2. The Sports Shoe MarketSports Shoes are a major export item in Hong Kong, reaping a good reward for Hong Kong s traders
10、and manufacturers, and, in turn, spurring the prosperity of Hong Kong.The market size for sports shoes comprises some 165 manufacturers and traders. Basically, there are three categories of sports shoe in the market. These are real leather, artificial leather and plastic. The largest share of produc
11、tion in 1999 was held by sports shoes manufactured from plastic (50% of production). This was followed by artificial leather (40% of production) and real leather (10%). However, these production statistics are very changeable because the market is extremely sensitive to fashion trends. For the past
12、few years, though, the market has been dominated by synthetic materials, mainly because they enable sports shoes to follow fashion trends, they are able to be printed on, and they can be made colourful, bright and fluorescent (see Table 1)1999Total no. of pairs of sports shoes produces in HK 15.6 mi
13、llionMaterial% Market ShareReal leather 10Artificial Leather:PVCPA 23 17Plastic: PVC PA APC3. Sports Shoes in Synthetic MaterialsIn the sports shoe market, PVC, PA and APC are the major plastic raw materials. The majority of sports shoes are made of PVC, which is cheaper, easier to screen print and easier to colour. All these factors create an attractively finished product with a competitive low price.APC and PA are classified as higher quality materials used in high quality products with a high price. In comparison with APC, PA is a higher quality but more expensive ma
