Quanzhou Shoe Companies Die And Rise: Raise Prices

Reporters recently learned that

Reporters at the same time learned from the industry community, at present, some shoe companies in our city have brewed high R & D prices.

"Price volume" two sets of actions

The coefficient of difficulty is not small.

On the 16 day, Anta Sports Products Limited announced its interim results. The data showed that the average wholesale price of the brand footwear products reached 96.9 yuan, up 2% from the first half of last year, while the sales volume reached 18 million pairs, representing an increase of 9.3% over the first half of last year.

A few days ago, XTEP International Holdings also released the relevant data in the fourth quarter of 2010. The data show that in the series of products, the most important series of orders with running shoes are the most significant, not only the sales volume increased by 30%, but also the average selling price increased by 10% overall.

It is understood that some of our products, such as 360 degrees, Hongxing Erke and PEAK, have raised their prices to varying degrees.

According to the data released by several companies, the average selling price of most footwear and clothing products has increased by nearly 10% over the past year, while the corresponding sales increase is more than 2 times the price increase.

At the same time, the price of shoes and shoes of small and medium-sized brand enterprises in our city has also risen.

Raise price by fighting at the same time

Promotion of sports marketing

Reporters learned from the Quanzhou footwear industry association that the price increase of shoes is mainly due to the rising cost of raw materials and labor since the beginning of this year.

"This year, the cost of shoe materials has risen by about 10% to 15%, and the wages of most shoemaking enterprises have increased by nearly 20%."

According to the analysis of the relevant personages, influenced by the price fluctuation of international raw materials, rubber materials used for soles were the first to raise prices at the beginning of this year, and the prices of shoes, such as leather, microfiber leather, mesh cloth, and so on, had risen to varying degrees.

Although the sales price of small and medium-sized brand shoe companies is rising with the first and second tier brands, most small and medium enterprises in Jinjiang have the highest unit price increase of only 5% to 6%.

Insiders say that the price increase is far less than the pressure of rising costs. Some small and medium-sized brands are facing the pressure of "losing customers and increasing profits".

Star strategy

Looking forward to becoming famous

At present, Anta, XTEP, PEAK and other shoe enterprises have achieved the scale effect to a certain extent, with the way of early bargaining and mass purchase of raw materials, so as to control the production cost.

In addition, the recent promotion of star products through sports stars and sports events to raise the selling price is also a way for shoe companies to pass on cost pressures, raise prices and keep sales.

According to reports, just concluded XTEP's order meeting, XTEP said, will also be in the first quarter of 2011, the order will launch the "XTEP Bermingham" product series, further improve XTEP's brand image and sales price in the domestic and foreign market; PEAK's cost-effective basketball star products will be 50 yuan to 150 yuan higher than the original product price.

It is understood that at present, a lot of small and medium-sized shoe enterprises in our city have developed some high-end products with high price. They are expected to be launched during the Guangzhou Asian Games held in November this year, so as to seize the two best chance to raise sales and prices.