Shoe Enterprises To Realize Volume And Price Rise Through Asian Games Business Opportunities

Prices of raw materials and shoe companies are squeezed.

"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.

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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.

Shoe enterprises shift cost pressure

By linking sports stars and sports events to promote star products and raise the selling price, it 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.

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.

"High profile" preparing for the Asian Games

Since the end of 2009, when China's sporting goods brand spent 361 yuan to become a senior partner of the Guangzhou Asian Games in 2010, the Asian Games marketing strategy has been actively launched. The slogan of "Asia's more than one love" has been launched. 361 degrees have been fully utilized in the fields of sports technology, design innovation and so on. The brand characteristics and sports attributes of all kinds of products have been fully interpreted, and professional equipment for Asian Games have been developed so that industry customers and the public can clearly and clearly recognize the strength of the 361 degree brand and the sporting goods industry in China.

At the same time, PEAK, which has always focused on building professional basketball equipment, is also planning to intervene in the Asian Games in recent years.

Insiders said: "PEAK's breakthrough point may be around professional basketball teams, through sponsoring professional teams in comprehensive sports events, so that more consumers can understand the brand."

We can see that PEAK's planning for the Asian Games marketing strategy can be described as ingenuity: with the high attention of the Asian Games, combined with the characteristics of brand positioning, a series of practices such as continuous investment, continuous improvement, unified planning and so on will help to enhance brand awareness and lay the foundation for the pformation of the brand into a comprehensive sports brand.

According to a survey, more than 150 thousand overseas tourists and 500 thousand domestic tourists will spend their time in Guangzhou during the Asian Games. More than 600 thousand of the consumption forces will be stationed there. Businessmen will keep an eye on the market and exploit opportunities for Asian Games. Some sports shoe brands are competing to sponsor the Asian Games and implement their internationalized marketing strategies. Many Asian Games have taken the lead in catching up with this brand opportunity, greatly accelerated the growth momentum of their brands, and laid the foundation for further expansion of the brand and more market share.