Sports Clothing Enterprises Or Forced Pformation?

This year,

"Raw material costs, labor costs and rental costs are all triggering factors for the price increase of sportswear."

Zhang Xiaoyan, director of external affairs and public relations of a sports brand.

Xu Zhida, another brand chief operating officer, once said in an interview with the media, "the proportion of fabric cost in the whole cost is 60%, while the total cost is 40%.

In March, the price of cotton yarn increased by 80% compared with the same period last year, polyester fiber increased by 20%, and the supply cost of raw materials increased by an average of 15% in 2011. The retail price is also different according to the different categories of shoes and clothing.

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On the other hand, R & D costs also occupy an increasing share in costs.

Zhang Xiaoyan said that their brands are located in the big cities of second tier cities. "Let's take the smallest sports socks as examples. We used the Lycra fabric that is 30% above the average cost of the market, so that consumers can fully feel our quality."

He said, "we hope that consumers are concerned not only with the improvement of prices, but also with the enhancement of their experience and brand value."

It is understood that the brand's R & D expenses in 2010 accounted for 2.6% of the annual revenue, reaching about 250 million yuan.

Cost pressures have generated tremendous pressure. In order to ensure profits, these enterprises have chosen to raise sales prices.

The price of sportswear is likely to rise further this summer, according to an insider who works in sporting goods companies.

He said his company's pricing of Xia yuan futures rose by 15%-30%, while their competitive brands rose by more than 30%.

"Generally, a garment is about 40 percent off of the distributor. According to this calculation, the price of the supplier to the distributor is equivalent to 22% off of the current price. Therefore, in the sales link, the increase is an inevitable way."

Sports clothing enterprises or forced pformation?

Sportswear positioning is more "wide", up to 40, 50 years old, down to 17, 18 years old, you can find clothing suitable for them here.

"You may like to climb mountains, but you don't have to have a mountaineering suit."

This is a popular phrase in many sportswear enterprises.

This year, the overall growth of sports brands is not very optimistic, although profits may still be realized, but profit growth is not as good as last year, the industry said.

The rising price keeps the price advantage of the domestic sportswear brand decreasing. Facing the fierce market competition, it is an inevitable choice to enhance the attraction and premium ability of the brand.

"Because of the serious homogenization of brands and the desire to continue to develop, they need a more professional division, highlighting the sports brand itself.

Future sports apparel enterprises need to pay more attention to their brand positioning rather than follow others' footsteps.

Zhang Xiaoyan believes that the way out for domestic sports brands in the future is individualization. "High quality, high quality and high technology professional sports brand" is the goal of domestic enterprises pformation.