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一、市场规模2003年德国的鞋类市场规模达到了99亿欧元,比2002年增长了0.7%,比1999年增长了1.9%。由于德国的经济不景气,鞋类市场已经受到了重创,更糟糕的是,零售价格根本赶不上不断攀升的生产价格。由于竞争对手的生产成本低,他们能以远低于德国同行产品的价格来开拓市场,所以德国制鞋公司在与这些竞争对手的较量中举步为艰。目前德国市场上的进口鞋类主要来自发展中国家如中国和越南,以及一些南欧国家如意大利和西班牙。
First, the market size In 2003 the German footwear market reached 9.9 billion euros, an increase of 0.7% over 2002, an increase of 1.9% over 1999. The footwear market has been hit hard by Germany’s economic downturn, and even worse, retail prices have fallen behind rising prices. Due to the low production costs of competitors, they can open up the market far below the prices of their German counterparts, so German shoe companies are struggling to compete with these competitors. At present, the imported footwear on the German market mainly comes from developing countries such as China and Vietnam, as well as some southern European countries such as Italy and Spain.