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El Sector De La Marroquinería En Hong Kong Es Muy Competitivo

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El Sector De La Marroquinería En Hong Kong Es Muy Competitivo EL SECTOR DE LA MARROQUINERÍA EN HONG KONG OFICINA COMERCIAL DE ESPAÑA GONZALO JEREZ (BECARIO ICEX) HONG KONG - MARZO 2003 1 1. RESUMEN Y CONCLUSIONES ......................................................................... 3 2. INTRODUCCIÓN ................................................................................................. 8 3. ANÁLISIS DE LA OFERTA .............................................................................. 11 DISTRIBUCION GEOGRÁFICA DE LA INDUSTRIA DE LA MARROQUINERIA EN CHINA ............................................................................................................................. 12 PROCEDENCIA DE PIEL Y CUERO EN CHINA.......................................................... 13 ESTRUCTURA Y SITUACIÓN DE LA INDUSTRIA LOCAL....................................... 13 OFERTA LOCAL ................................................................................................................. 15 LA COMPETENCIA EXTRANJERA................................................................................ 15 COMERCIO EXTERIOR.................................................................................................... 16 IMPORTACIONES .....................................................................................................................16 RE-EXPORTACIONES.............................................................................................................23 EXPORTACIONES DOMÉSTICAS .....................................................................................30 4. ANÁLISIS DEL COMERCIO ............................................................................ 35 PROMOCIÓN Y PUBLICIDAD ......................................................................................... 35 DISTRIBUCIÓN ................................................................................................................... 37 FORMAS DE PAGO............................................................................................................. 40 FACTORES ARANCELARIOS .......................................................................................... 41 TRANSPORTE......................................................................................................................41 5. ANÁLISIS DE LA DEMANDA .......................................................................... 43 6. ENTREVISTAS ................................................................................................... 47 7. ANEXOS .............................................................................................................. 58 EMPRESAS IMPORTADORAS DE BOLSOS Y MARROQUINERÍA DE PIEL ........ 58 EMPRESAS IMPORTADORAS DE BILLETEROS Y MONEDEROS DE PIEL ........ 71 EMPRESAS IMPORTADORAS DE CINTURONES DE PIEL ...................................... 78 FERIAS .................................................................................................................................. 84 ASOCIACIONES .................................................................................................................. 86 PUBLICACIONES................................................................................................................ 86 2 1. RESUMEN Y CONCLUSIONES HONG KONG: El sector de la marroquinería en Hong Kong es muy competitivo. Destacan sobre todo las marcas de lujo italianas y francesas. España se conoce a través de Loewe. No hay otras marcas españolas de renombre mundial en Hong Kong. Hong Kong es unos de los principales países exportadores de artículos de piel sobre todo en lo referente a calzado, situándose por detrás de Italia. China Continental es, y con mucha diferencia con otros países competidores, el primer exportador de artículos de piel y cuero hacia Hong Kong. Representa el 90% de las importaciones hongkonesas. Los demás proveedores son, por orden de importancia, Francia, Italia, Suiza, Reino Unido, España y Singapur. Oferta. La producción local. Hong Kong contaba en 2002 con sólo 56 empresas fabricantes debido al proceso de la deslocalización de la industria en el sudeste chino. El 90% de los fabricantes locales de bolsos de mano deslocalizan una parte de la producción en China. Sólo actividades como el diseño, el "sourcing" de materias primas y la producción de muestras se hallan en la isla. La fabricación de marroquinería se centra en la gama media. Sin embargo la contribución de Hong Kong en forma de inversión, fuentes de información, gestión de producción y control de calidad ha permitido a las fábricas chinas mejorar la gama de su producto final. La mayoría de empresas fabricantes de marroquinería de Hong Kong son PYMES especializadas en artículos de marca blanca que luego se comercializan en Estados Unidos, Europa Occidental y Japón. Cada vez hay más fabricantes que invierten en el diseño de sus artículos y en el control de calidad. Por otro lado, todavía prefieren generalmente vender en el extranjero a importadores o distribuidores que se encargan de ofrecer el producto tanto a mayoristas como a minoristas. Hay que destacar que ciertas marcas de renombre internacional son fabricadas por empresas de Hong Kong bajo licencia utilizando sus fábricas en China continental. 3 La competencia extranjera. Sin tener en cuenta a China Continental (aproximadamente el 90% de las importaciones), Francia e Italia dominan las importaciones de marroquinería de Hong Kong. Marcas extranjeras más demandadas en Hong Kong - Italianas: Salvatore Ferragamo, Fendi, Prada, Mui Mui, Dolce & Gabbana, Gucci, Sergio Rossi, Tod´s - Francessas: Lancel, Longchamp, Vuitton, Cartier, Dior, Chanel, Céline, Ballly, Hermès - Españolas: Loewe - Inglesas: Anya Hindmarch, Clarks, Church, Millie Si bien las exportaciones francesas superan en valor a las italianas, la notoriedad de los productos transalpinos es sin duda mayor. De todas formas debe tenerse presente que en los últimos años los artículos españoles han ido haciéndose con más mercado gracias a modelos originales, buena calidad y precios razonables. En general a los productos franceses se les tilda de demasiado caros. Comercio exterior. El 99% de las exportaciones honkonesas son en realidad reexportaciones de las cuales el 91,5% proceden de China Continental. Los Estados Unidos son el principal mercado de destino de las exportaciones de artículos de piel (alrededor del 41% de las exportaciones totales de Hong Kong) seguidas muy de lejos por Japón, el Reino Unido y Alemania. España se sitúa por detrás de Alemania, Francia, Italia y Holanda. Por lo que respecta a las importaciones, China ocupa el primer lugar de origen y Francia el segundo lugar pero sus cifras son insignificantes si comparamos ambas. España se sitúa en cuarto lugar, detrás de Francia e Italia, pero muy lejos en realidad del gran mercado proveedor que es China continental. Situación actual del mercado Las exportaciones totales de artículos de marroquinería de Hong Kong al resto del mundo durante los últimos tres años se han venido reduciendo a ritmo constante, en parte debido a que, como se ha mencionado anteriormente, China exporta cada vez más sus artículos directamente sin intermediación de Hong Kong. A su vez, influye también la deslocalización de la producción de Hong Kong, que se traslada inexorablemente a China. 4 Exportaciones totales de Artículos de Marroquinería de Hong Kong al resto del mundo en miles USD 5.390.768 4.992.662 4.633.051 6.000.000 5.000.000 4.000.000 3.000.000 2.000.000 1.000.000 0 2000 2001 2002 Hong Kong exportó a España un total de 81.252.000 USD durante el 2002, lo que supone un 1,8% de la cifra total, situada alrededor de los 4.633 millones de USD. En cuanto a las importaciones totales de artículos de marroquinería de Hong Kong, la cifra durante los últimos tres años viene disminuyendo, al igual que las exportaciones. Importaciones totales de Artículos de Marroquinería del resto del mundo a Hong Kong en miles de USD 4.203.637 3.886.426 5.000.000 3.644.619 4.000.000 3.000.000 2.000.000 1.000.000 0 2000 2001 2002 Sin embargo, la cuota de mercado española en las importaciones de Hong Kong ha experimentado un pequeño pero constante aumento desde un 0,30% en el año 2000, hasta un 0,99% en el 2002, lo que supone casi unos 36 millones de USD sobre un total de 3.644 millones de USD. 5 Cuota de mercado de las importaciones españolas a Hong Kong 0,99% 1,00% 0,77% 0,80% 0,60% 0,30% 0,40% 0,20% 0,00% 2000 2001 2002 La demanda. En la demanda hay que diferenciar dos grupos de consumidores: la clientela local y los turistas: • Los turistas prefieren en general las marcas europeas vendidas en establecimientos de lujo o en el "duty free". • El consumidor local se decanta por productos extranjeros, siendo especialmente sensible a la marca. Según la última encuesta de presupuesto familiar, se confirma la tendencia a la reducción de los gastos destinados a accesorios de piel. Acceso al mercado Los artículos de marroquinería no están sujetos a regulación especial alguna. El comercio detallista de Hong Kong está muy estructurado. Los grandes almacenes representan aproximadamente el 50% de las ventas de artículos de marroquinería de marca. Luego se sitúan las tiendas prêt à porter, las tiendas especializadas en marroquinería y las que también ofrecen calzado de piel. Promoción y publicidad. El consumidor de Hong Kong, (locales con alto poder adquisitivo y expatriados), buscan más que el artículo en sí, una marca conocida. Un precio alto puede justificarse perfectamente si el artículo es de marca. Por lo tanto para conseguir acercar
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