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El Mercado De La Ropa Interior Femenina En Hong Kong

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El Mercado De La Ropa Interior Femenina En Hong Kong Oficina Económica y Comercial de la Embajada de España en Hong Kong El mercado de la ropa interior femenina en Hong Kong 1 Estudios de Mercado Mercado de Estudios El mercado de la ropa interior femenina en Hong Kong Este estudio ha sido realizado por María Martínez Rodríguez b a- jo la supervisión de la Oficina Económica y Comercial de la Em- Estudios de Mercado Mercado de Estudios bajada de España en Hong Kong. 2 Septiembre 2009 EL MERCADO DE LA ROPA INTERIOR FEMENINA EN HONG KONG ÍNDICE RESUMEN Y PRINCIPALES CONCLUSIONES 4 I. INTRODUCCIÓN 6 1.1.1. Definición y características del sector y subsectores relacionados 6 II. ANÁLISIS DE LA OFERTA 8 1.1.1. Análisis cuantitativo 8 1.1. Tamaño de la oferta 8 1.2. Análisis de los componentes de la oferta 10 2.2.2. Análisis cualitativo 16 2.1. Producción 16 2.2. Obstáculos comerciales 17 III. ANÁLISIS DEL COMERCIO 20 1.1.1. Análisis cuantitativo 20 1.1. Canales de distribución 20 1.2. Esquema de la distribución 22 1.3. Principales distribuidores 22 2.2.2. Análisis cualitativo 23 2.1. Estrategias de canal 23 2.2. Promoción y publicidad 23 2.3. Tendencias de la distribución 23 IV. ANÁLISIS DE LA DEMANDA (AGRO+CONSUMO+SERVICIOS) 25 1.1.1. Tendencias generales del consumo 25 1.1. Factores sociodemográficos 25 1.2. Factores económicos 26 1.3. Distribución de la renta disponible 27 1.4. Tendencias sociopolíticas 27 1.5. Tendencias culturales 28 2.2.2. Análisis del comportamiento del consumidor 28 2.1. Hábitos de consumo 28 2.2. Hábitos de compra 30 2.3. Costes indirectos que soporta el consumidor 31 2.4. Preferencias 31 3.3.3. Percepción del producto español 33 V. ANEXOS 33 1.1.1. Listado de direcciones de interés 34 222.2... Bibliografía 85 Oficina Económica y Comercial de la Embajada de España en Hong Kong 333 EL MERCADO DE LA ROPA INTERIOR FEMENINA EN HONG KONG RESUMEN Y PRINCIPALEPRINCIPALESS CONCLUSIONES Hong Kong constituye un mercado muy desarrollado, estable y con una gran tradición en la adquisición, re-exportación, distribución y consumo de productos importados. El sector de la lencería femenina ha jugado un papel muy importante en la industria local de la confección, la cual ha ganado para Hong Kong la reputación de ser un centro líder en pro- ducción y un hub de abastecimiento a nivel internacional. Es uno de los principales sectores manufactureros en Hong Kong y representa el mayor empleador dentro de la industria manu- facturera del territorio. El consumidor de Hong Kong posee un elevado poder adquisitivo, es sensible a las marcas, y es objeto de campañas publicitarias intensivas realizadas por multinacionales que operan en muy diversos sectores (moda, alimentación, joyería, cosmética, etc). Simultáneamente, estas marcas tienden a competir con otras locales, frecuentemente de menor precio pero con una buena calidad y diseño. Es importante destacar la interdependencia y cercanía cultural de los mercados de Hong Kong y China continental. De hecho, Hong Kong ha supuesto una importante vía de entrada hacia al resto de mercados asiáticos, entre los que China cuenta con un especial peso. A pesar de la incorporación de este país a la OMC (Organización Mundial del Comercio), los productos occidentales todavía encuentran importantes barreras de entrada a China conti- nental. Por ello, un elevado número de empresas exportadoras utilizan el puerto franco de Hong Kong como medio de penetrar en el mercado chino. En efecto, gran cantidad de las importaciones realizadas por esta región son a su vez re-exportadas a otros destinos, de forma que Hong Kong se erige como un puerto y canal de paso hacia otros países asiáticos, especialmente China. Se ha llegado a las siguientes conclusiones: • El mercado de ropa interior de Hong Kong es un mercado maduro, experimentado y con abundancia de marcas no solo locales sino también internacionales. • China es el principal país proveedor de ropa interior en Hong Kong, principalmente provocado por la relocalización de las empresas locales en China en busca de un ahorro de costes. Las empresas, cada vez más especializadas, han pasado de ser centros de fabricación a centros de distribución y servicios, donde se le añade valor al producto, para así re-exportarlo hacia otros países. Los principales países recepto- res son EEUU y Reino Unido. Oficina Económica y Comercial de la Embajada de España en Hong Kong 444 EL MERCADO DE LA ROPA INTERIOR FEMENINA EN HONG KONG • Los principales productos comerciados son los sujetadores y las bragas. En cuanto al producto, es muy importante y necesario realizar una adaptación en cuanto a las ta- llas, motivado por las diferencias físicas entre la mujer asiática y la europea. • La forma aconsejada para la entrada en el país es a través de un agente o distribui- dor, el cual guiará la implantación del producto en los diferentes puntos de venta al por menor existentes y el marketing necesario para dar a conocer la marca. Una vez la marca esté implantada y las ventas se consideren suficientes se podrá analizar la posibilidad de apertura de tienda propia. • Hong Kong supone un perfecto mercado de prueba para la posterior entrada en el mercado chino, no sólo por las similitudes en los consumidores, sino también por las conexiones que muchos distribuidores y tiendas al por menor poseen en el continen- te. • El consumidor de Hong Kong, a pesar de estar bastante alejado culturalmente del español, está fuertemente influenciado por la cultura occidental, es consumista y con una renta per cápita de aproximadamente 6.000 USD mayor que la española. En te- mas de moda, conocen muy bien las diferentes marcas comerciales y el país de pro- cedencia de la ropa: que una marca sea de procedencia española se considerado positivo y le añade valor al producto. Oficina Económica y Comercial de la Embajada de España en Hong Kong 555 EL MERCADO DE LA ROPA INTERIOR FEMENINA EN HONG KONG I. INTINTRODUCCIÓNRODUCCIÓN A través de este estudio se pretende ofrecer una visión detallada del mercado de ropa inter- ior femenina en Hong Kong. 1.1.1. DEFINICIÓN Y CARACTERÍSTICAS DEL SECTOR Y SUBSECTORES RELACIONADOS Dentro del mercado mundial de la confección y prendas de vestir se encuentra el subsector de la ropa interior femenina. Los productos que se incluyen en este estudio pertenecen a las siguientes partidas arancela- rias del Sistema Armonizado (SA; en inglés HS Harmonized System ): 6208 Ropa interior y de noche para mujermujereses y niñas, exceptoexcepto de punto: camisetas, combinaciones, enaguas, bragas, camisones, pijamas, saltos de cama, alborno- ces, batas y artículos similares para mujeres o niñas. 620811 Combinaciones y enaguas de fibras sintéticas o artificiales. 620819 Combinaciones y enaguas de algodón. 620821 Camisones y pijamas de algodón. 620822 Camisones y pijamas de fibras sintéticas o artificiales. 620829 Camisones y pijamas de otros materiales. 620891 Otros (bragas, albornoces, etc.) de algodón. 620892 Otros (bragas, albornoces, etc.) de fibras sintéticas o artificiales. 620899 Otros (bragas, albornoces, etc.) de otros materiales. 6212 Sostenes (corpiños), fajas, corsés, tirantes (tiradores), etc.: Sostenes, fajas, corsés, tirantes, tiradores, ligas y artículos similares y sus partes, incluso de pun- to. 621210 Sostenes. Oficina Económica y Comercial de la Embajada de España en Hong Kong 666 EL MERCADO DE LA ROPA INTERIOR FEMENINA EN HONG KONG 621220 Tirantes y ligas. 621230 Corsés. 621290 Otros. Oficina Económica y Comercial de la Embajada de España en Hong Kong 777 EL MERCADO DE LA ROPA INTERIOR FEMENINA EN HONG KONG II. ANÁLISIS DE LA OFERTOFERTAAAA 1.1.1. ANÁLISIS CUANTITATIVO 1.1. Tamaño de la oferta La oferta en el mercado de ropa interior femenina en Hong Kong consiste en: a) Su propia producción . Como se explica más adelante, un 90 por ciento de lo que se produce en Hong Kong se exporta. b) Sus importaciones . Hay que tener en cuenta que en Hong Kong se realiza un im- portante aumento de valor de la mercancía importada, para luego ser re-exportada. Esta ten- dencia, que se encuentra en la mayor parte de los sectores industriales de la RAE, es debida a que las importaciones desde China se produce en a un precio por debajo del mercado, de esta manera evitan el pago de impuestos más elevados en China continental. Una vez en Hong Kong se aporta un valor añadido a la mercancía (remates, empaquetado…) y se re- exporta por el valor de mercado (con el consiguiente abaratamiento en el pago de impues- tos. A continuación se presenta una tabla con los datos oficiales de importaciones y exportacio- nes en los últimos cinco años para el total de las dos partidas (6208 y 6212) objeto de estu- dio, así como el crecimiento del período que abarca desde 2004 hasta 2008. Los datos de producción son estimados, ya que no existen datos oficiales. La estimación de la producción que se ha realizado se basa en una entrevista realizada a la HKIAIA ( Hong Kong Intimate Apparel Indrustries’ Association). De dicha entrevista se des- prende que el 90 por ciento de lo que se produce en Hong Kong se exporta. Oficina Económica y Comercial de la Embajada de España en Hong Kong 888 EL MERCADO DE LA ROPA INTERIOR FEMENINA EN HONG KONG Tabla 1. Tamaño de la oferta Tabla 1. Tamaño de la oferta para el total de las partidas (6208 y 6212) en miles de USD Crecimiento 2004 2005 2006 2007 2008 período Producción 98.635 91.962 97.142 31.067 12.006 -88% Importaciones 774.425 839.339 928.621 954.669 1.050.345 36% Total Exportaciones 1.288.006 1.447.858 1.668.535 1.763.879 1.839.924 43% Exportaciones domésticas 109.595 102.181 107.936 34.519 13.340 -88% Re-exportaciones 1.178.411 1.345.678 1.560.599 1.729.360 1.826.584 55% Fuente: Hong Kong External Merchadise Trade (Experian) y elaboración propia.
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