Hungarian footwear and leather goods market 2012
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1 1 Hungarian footwear and leather goods market 2012 PRODUCTION OF FOOTWEAR AND LEATHER PRODUCTS Historical background to the sector Economic transformations such as the loss of the markets of the socialist countries and the collapse of the domestic market starting in the 1990s had an extremely negative impact on the leather and shoe industry. As a consequence, production fell by about a half in value terms. Those enterprises which were able to utilize their surplus capacity through hourly wage labour activities were those which managed to survive the changes. Dynamic growth both in production and in exports was registered between 1993 and This period witnessed significant privatization, the influx of high volume foreign capital investments and the formation of new markets resulting in significant restructuring of the sector. The structure of production was also transformed: production of bags and women s footwear was reduced, while the manufacturing volume of automotive industry upholstery and men s footwear increased. Products made from low value artificial leather were virtually excluded from the production process in Hungary. Between 1999 and 2001, the industry stabilized, and there was modest growth in the areas of production and employment. During this period, a negative trend arose: Hungarian shoe manufacturers gradually began to be excluded from the domestic market, and this trend is continuing today. Situation of the sector in 2010/2011 Globalization has not left this sector of industry unaffected either. It has been increasingly difficult for players on the domestic market to survive in the midst of increasing competition. The countries of the Far East enhanced their market dominance significantly as a consequence of the ever increasing degree of liberalization in international trade. This contributed to the declining role of the sector on the domestic market. At present approximately 85 of domestic production is sold on foreign markets. Aside from global difficulties, enterprises active in this sector must also struggle with such difficulties as the poor situation of professional training and new skilled labour. The sector is characterized by a lack of labour in many areas. The extremely low wage levels represent a bar to new professional recruits joining this sector. Many Hungarian manufacturers suffered from the Asian competition. Experts doubt if the sector will survive in the long term, and ask whether the only solution may be some form of protectionism. The industry has continued to contract and in 2010, there were 129 small to medium-sized companies, employing nearly 3,000 people. Production volume was 6.5 million pairs of shoes in Sub-sectors/technologies/products with potential from an export aspect healthcare footwear, work safety boots, one-off and luxury fashion items (fashion gloves), fancy leatherwork products, car and vehicle industry upholstery (textile leather) 1
2 2 Development of Hungarian footwear and leather goods production, exports and domestic sales Footwear and leather production 151= Tanning and dressing of leather; manufacture of luggage, handbags, saddlery and harness; dressing and dyeing of fur 152= Manufacture of footwear 151= Tanning and dressing of leather; manufacture of luggage, handbags, saddlery and harness; dressing and dyeing of fur 152= Manufacture of footwear 151= Tanning and dressing of leather; manufacture of luggage, handbags, saddlery and harness; dressing and dyeing of fur 152= Manufacture of footwear Total sales value (thousand HUF) Export sales value of products and services (thousand HUF) Domestic sales value of products and services (thousand HUF) Key target markets The most important target market of the leather and shoe industry, as well as the fur industry, is the European Union, and within this Germany, Italy, the Czech Republic, Austria and Romania. 95 of all Hungarian exports of these products go to these markets. In addition to the European Union, Russia is also an important non-eu target market for the leather and shoe industry, as well as the fur industry. Hong Kong remains extremely important as regards the fur industry. Due to the recession trends in Europe the Hungarian exports decreased by 9.4 p.c. (USD 106,7 million) compared to More than 90 per cent of the Hungarian shoe and leather production consist of wage-work. 1. FOOTWEAR MARKET DOMESTIC CONSUMPTION, TENDENCIES ON THE SHOE MARKET In 2011 footwear current value sales declined by 1 to reach HUF 106 billion. In terms of volume, there were 21, 9 million pairs of shoes sold in 2011, an 8 drop from Women s and men s non-sport footwear are the largest segments holding 41 and 25 volume share, respectively. 2
3 3 Consumption of footwear in Hungary, HUF Mill. Pairs Mill. HUF Mill. Pairs Mill. HUF Mill. Pairs Mill. HUF Mill. Pairs Mill Source: Euromonitor Annual expenditure per capita for footwear in Hungary Men s footwear Ladies footwear Children Repairing Expenditure for footwear per capita Total expenditure per capita Source: Central Statistic Office Market segments Working women are the most important segment for footwear in Hungary They buy for themselves, as well as for the children. In 2010, around 44 of footwear expenditure was on women s shoes, 39 on men s shoes and 16, 5 on children s shoes. The Hungarian footwear market is broadly divided into high quality shoes, sold at high prices, which mostly come from Italy, Germany, Austria and Romania, and low priced shoes. Most of the lower priced footwear comes from Vietnam, Hong Kong and China. Market outlook The Hungarian economy has been affected badly by the global economic downturn and despite the decreases in price, footwear sales for 2012 are not encouraging. The market for footwear is unlikely to recover before 2014, as Hungarians focus their expenditure on essential items. The main Hungarian factories Sabaria, Tisza, Duna have needed the cooperation of western investors to survive. No wonder as the living standard is decreasing in Hungary, most of the local customers are still price-conscious. Hungarian households spend only 1.2 p.c. of their total expenditure for footwear. The prices reflect the West European level, the average income of the local people is only one sixth of the West-European ones.. Retail prices in 2012 HSC 6401 Waterproof footwear HUF/pair Products Open markets/chinese markets Small, medium sized shoe-shops Department stores Supermarkets, hypermarkets Men s footwear Ladies footwear Children footwear Thai footwear is less known in Hungary, because the importers of South Asian products frequently change their sources. Every year approximately Hungarian tourists visit Thailand. Many of them used to buy crocodile and snake leather shoes and leather products which 3
4 4 are curiosity in Europe. For the time being Thai shoe exporters have failed to explore this market segment yet. Crocodile and snake leather shoes and leather products can be considered as promising niche products for Thai shoe exporters. Trade channels for market entry Footwear distribution is still highly fragmented with most footwear sold through specialist independent retailers taking up 86 of the market in There is a large number of small regional chains and street markets, selling much of the counterfeit footwear. Ultimately, the small, independent outlets will lose out in this modernising process as there are now many new shopping centres with foreign retail chains. On the other hand, the fragmented trade structure is still most apparent outside of the major cities. The role of importers and wholesalers is gaining importance as the traditionally strong Hungarian footwear industry is losing ground to imports and to foreign chains stores operators. Exporters from developing countries should use wholesalers and agents in order to access the footwear trade. Many wholesalers also supply some non-specialist channels such as department stores. Manufacturing companies play an important role in the distribution system. Most wholesalers deliver their own goods to retailers and some even function as a retailer. Buying groups are also important on the Hungarian footwear market. Retail trade Retailing in Hungary has undergone significant changes in the last few years. There are 28 shopping centers with m2 retail area offering also high-quality fashion goods around the country. Shopping habits are also changing, with weekend shopping at a single destination becoming popular. These changes are not only evident in Budapest, but have also extended to the rest of the country. The leading footwear retailers are the German-owned Deichmann with 56 outlets; Salamander with 16 outlets ( Reno, again German-owned ( with 17 outlets; Humanic, part of the Austrian Leder & Schuh Group ( with 27 outlets; Vögele (Austria) and the local retailer Horvath Cipo with 11 outlets ( Not all specialist chains are locally-owned. In some cases purchasing decisions may be taken elsewhere. However, in the first instance it is advised to approach the local point of contact. There is a sharpening competition in retail trade. Recently many small and medium-size retailtrade companies went bankrupt or changed their business profile. The Hungarian authorities strictly control the Chinese markets and the illegal imports of cheap footwear. Therefore this market segments has lost its very significant role in retail trade. Those products will enjoy the preference of customers, which are able to guaranty the good quality and a competitive price. 4
5 5 IMPORTS OF FOOTWEAR According to the EuroStat Hungary imported in value of million USD more than 28,6 million pairs of shoes from 131 countries in The top 10 suppliers (mainly EU countries) cover more than. 80 p.c. of the total imports. In 2011 Hungary s footwear imports grew by 25.5 p.c. Hungary s footwear imports from the World, 2011 Rank Country / World Germany Italy Romania Slovakia Austria Bulgaria Czech Republic China France Belgium Source of data EuroStat In 2011 Hungary imported almost same volume of shoes from Thailand as in the last 2 years did. Imports in value represented USD 1.27 million USD between 2090 and Groups of products: Hungarian imports of footwear consisted of the following item groups in 2011: 6403 With Leather Uppers 6406 Part;Insole;Gaitor Et Other,Rubber/Plastic MM Intra-Comm. Trade Broken With Textile Uppers Watrproof Rub/Pl Sole Other Footwear SS Intra-Comm. Trade Broken Down
6 6 Hungarian Footwear imports from the World (pairs) HS Description /10-64 Footwear With Leather Uppers Part;Insole;Gaitor Et Other,Rubber/Plastic MM Intra-Comm. Trade Broken With Textile Uppers Watrproof Rub/Pl Sole Other Footwear SS Intra-Comm. Trade Broken Down Source of data EuroStat In 2011 imports from Thailand has slightly decreased by Two product groups (HSC ; covered more 97 of the imports. HS Description /10 - Thailand Footwear Other Ot With Rub,P Upper Other Other Ank Covered Sport Shoes CUSTOMS DUTIES TARIC and description 6401 Waterproof footwear with outer soles and uppers of rubber or of plastics 6402 Other footwear with outer soles and uppers of rubber or plastics GSP () MFN () EU () 11, , Footwear with outer soles of rubber, 8 4,5 0 plastics, leather or composition leather and uppers of leather 6404 Footwear with outer soles of rubber, 11, plastics, leather or composition leather and uppers of textile materials 6405 Other footwear Taxes: Value Added Tax (ÁFA) 27 per cent MAIN IMPORTERS AND DISTRIBUTORS List enclosed. 6
7 7 2. THE LUGGAGE AND LEATHER GOODS MARKET DOMESTIC CONSUMPTION, TENDENCIES The Hungarian market for luggage and leather goods was valued at USD 123 million in 2010 in terms of retail sales. Consumption of luggage and leather goods in Hungary, , (USD million) Source: Hungarian Leather Manufacturing Association Per capita consumption of USD 12 was one of the lowest in the EU and well below the EU average of USD 26. Many Hungarian consumers have low disposable incomes hence they prefer lower quality items. There is also a high market penetration of low cost imports. Hungarians frequently make such purchases, which are based on traditional values or out of prestige or comfort, or if it is fashionable. Trends in luggage Thanks to the growing tourism sales of luggage were not seriously affected by the economic recession. Domestic tourism continued to perform well in 2010 and 2011 despite the economic downturn, sustaining sales of some luggage items such as backpacks and daypacks. Sales of low priced luggage, particularly small travel bags have been maintained. However, there has been a negative impact on more expensive items of luggage as international travel by Hungarians has fallen. This poor performance continued into Trends in leather goods Fashion is not considered very important in Hungary and more casual styles are popular. Although there has been increasing exposure to international fashion trends, Hungarians are quite price conscious. A luxury segment does exist for high-fashion handbags and other leather goods, but it is a relatively small segment. Most consumers purchase these products from market stalls and local shops at low prices. Consumption by product group In 2011 the Hungarian consumption was divided accordingly: handbags (35); small leather goods (18), backpacks (16), luggage (13), business cases (8) and travel/sports bags (10). Consumer prices Prices of luggage and leather goods are below the EU average. The market has polarised between low-priced products sold through markets and small retailers, and more expensive products now being sold in shopping centres. However, an emerging middle-market now exists. They prefer competitively priced bags, which are well-designed and of good quality. Market outlook Hungary suffers from recession, economy has been affected badly by the global economic downturn. Although the market showed a small increase in value in 2010, the consumption still 7
8 8 remains very low. After the economic downturn ends, consumption levels of luggage and leather goods will rise in the longer term as prices and disposable incomes draw closer to other EU Member States. The market for luggage and leather goods is unlikely to recover before 2014, as Hungarians focus their expenditure on essential items. The Hungarian domestic industry is struggling to maintain its international competitiveness. Many local suppliers will be looking for partnerships with other suppliers who are able to help with new designs and modern equipment. Trade channels for market entry Most luggage and leather goods are sold through the independent specialist trade, via small shops and market stalls. However, retailing in Hungary has undergone significant changes in the last few years. In 2011 there were about 2800 outlets selling footwear and leather goods. There were nearly 20 shopping centers with retail shops offering high-quality fashion goods around the country. Shopping habits are also changing, with weekend shopping at a single destination becoming popular. Small independent retailers will lose out in this modernising process. The fragmented trade structure is still most apparent outside of the major cities. Exporters from developing countries should use wholesalers and agents in order to access this specialist trade. Many wholesalers also supply some non-specialist channels such as department stores. IMPORTS In 2011, Hungarian imports of luggage and leather goods were valued at USD 224 million, or 9 thousand tons. Hungarian leather goods import from the World (10 top items) HS Description / World Leathr Art;Saddlry;Bags O Articl Of Leather Ot Plastc/Text Bags Intra-Comm. Trade 42MMM0 Broken Pockt Artcl,Plas/Tx Text Trunk,Suitcase Plastic/Tex Handbag Glve,Mittn,N-Sp Mit Articles Of Apparel Pocket Artcl,Patent Belts,Bandoliers Between 2010 and 2011, Hungarian imports grew by 44 per annum in value from USD 68 million. Imports increased from other EU countries such as the Netherlands (+489), Czech Republic (+270 ), Austria (+94) and Germany (+72 ), but also from China (+19). Supplies from developing countries like Turkey, Malaysia, Pakistan and India decreased. 8
9 9 The main import growth opportunities for developing country suppliers are bags, particularly travel bags. Developing country supplies of small accessories and cases are also increasing, notably belts and suitcases. The share of imports from developing countries has fallen over the review period, due to Hungary s EU membership and more re-exports from other countries. 90 of luggage and leather goods imports came from following 10 top supplier countries: Rank Country / World Germany Poland China Austria Netherlands Italy Slovakia Czech Republic France Belgium Most imports were used to satisfy the growing consumer market, although there may be some reexports to neighbouring countries such as the Serb Republic, Croatia Slovakia and Slovenia. In 2011 Thailand exported leather goods to Hungary in value of USD , which means by 28.4 more compared to Especially exports of wallets and purses other pocket articles increased nearly by 600 to Hungary. Top 5 leather items imported from Thailand HS Description /10-42 Leathr Art;Saddlry;Bags Top 5 leather items from Thailand Ot Plastc/Text Bags Plastic/Tex Handbag Pockt Artcl,Plas/Tx Glve,Mittn,Sprt Mit Pocket Artcl,Ot Mat IMPORT REGULATIONS TARIC and description GSP () MFN () Saddlery and harness for any animal 0 2, Trunks, suit-cases, satchels etc. 0 3,3 3 9, Articles of apparel and clothing , Leather articles for machineries Other leather articles Taxes: Value Added Tax (ÁFA) 27 per cent EU () 9
10 10 ASSOCIATION Leather and Footwear Industry Association 1194 Budapest, Hofherr Albert u. 95., Hungary Tel/Fax: +36 (1) FAIR IN HUNGARY International Leather, Footwear and Leather Products Shoe Trade Fair 9-10 September 2012 Budapest, SYMA Event Centre Dr. Gábor Tóth managing director Phone: Syma+SD Ltd. H-1146 Budapest, Dózsa György str Phone: +36 (1) Event organisation Zsuzsa Antal-Jakab project director Phone: MAIN IMPORTERS AND DISTRIBUTORS List enclosed, Sources: VG (Daily Economy), HVG( Weekly Economy), Central Statistics Office, Hungarian Association of Footwear and Leather Manufacturers and Traders, Exporthelp.Europa, HITA, HCCI, Nextmagazin, WTA, Eurostat, PMR Publications, Euromonitor, Association of Hungarian Shopping Centres Thai Trade Center Budapest Harangvirag u Budapest, Hungary Tel: (361)
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