Lining: Brand And Nike Belong To The Same Camp: &Nbsp; &Nbsp; Price Increase Is Not Enough To Buy.

April 12th, same price, you will choose.

However, with Lining announcing the overall price increase, the price of its products is rapidly approaching Nike.

Price gap is not as good as brand gap.

On Sunday, Tianhe Sports Camp was bustling. The two major international brands of Nike and Adidas occupied the most important position around the entrance, and the crowd inside was surging.

Through the central area of Puma's counter, the left side is Lining's shop. There are many new products on display on the left, but few customers.

This is the most popular shopping mall in the busiest commercial area of Guangzhou, next to the offices of Samsung, SONY, Adidas, SIEMENS and other multinational giants Southern China headquarters, Rolex, OMEGA and MontBlanc stores on the first floor.

Here, the popularity of international first-line brands far exceeds that of domestic brands.

So even the salesmen in the sports camp have long been accustomed to the phenomenon of "popularity of international brand names".

This situation fully shows that despite being regarded as the first sports brand in the country, Lining is still not the rival of Nike and Adidas in the most powerful cities.

But the price of Lining's products does not fully reflect this gap.

Nandu reporters learned at the store that a pair of Lining's new running shoes with a net surface and a rubber base cost about 600 yuan, and the running shoes of the same material in the Adidas store at the price of 780 yuan; the similar products of Anta cost about 350 yuan.

Look at the short sleeved T-shirts which have been listed for sale. The price of Nike is about 200-300 yuan, and the price of the same T-shirt made of cotton is basically 200 yuan. The price of Lining's T-shirt is the same.

Neither bad nor bad.

Brand new concept, moderate price increase.

If the two complement each other, the result will be twice the result with half the effort.

However, since the concept of "post-90s Lining" was launched last year, the most influential sports brand of Lining has conveyed a sense of urgency that it wants to communicate and communicate with younger consumers, and is not completely digested by his target customers.

Ms. Wu, an interviewee, is going to help her son in junior high school to buy a pair of running shoes of about 500 yuan.

She found that the price of Adidas's running shoes exceeded the budget, but Lining was very suitable.

However, her son after 90 said to the South reporter, "it's better to buy Lining than to buy Anta. In his eyes and classmates, there is no difference between the two brands."

If his mother agrees, he would like to have a pair of Anta running shoes, and let his mother give him some spare parts in the budget as an allowance.

Based on consumption habits and consumer psychology, Nandu journalists have designed a questionnaire with 5 simple questions: "best sports brand", "the worst sports brand", "the most expensive sports brand", "the cheapest sports brand" and "the most fashionable sports brand".

In the end, 20 respondents answered a total of 100, none of them was "Lining".

Not bad or bad, but now Lining is forced to raise the selling price to catch up with Nike and Adidas.

On the other hand, it still does not have the support of the rival brand, and is in an awkward position.

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Who gives you time to change?

In fact, before Li Ningxin's price raising plan touches the consumer's nerves, his channel has already had a response.

Not long ago, Lining announced the third quarter of this year "Lining card" product order meeting results.

In terms of order quantity, shoes and clothing products decreased by about 17% compared to the same period last year, and the order in the second quarter decreased by about 6%.

According to the wholesale price, the total amount of orders decreased by 14% compared to the same period last year.

In the 2010 annual report released before these data, Lining said, "the era of high growth of sporting goods has ended."

Chief executive Zhang Zhiyong also said that the situation is not optimistic, and acknowledged that sales growth in the short term will also be faced with pressure, because "change takes 2-3 years."

But obviously, Lining's rivals Nike, Adidas and Anta will not leave him too much time for change.

For example, Nike executives have emphasized the importance of the Chinese market more than once, and also have plans to increase investment.

Adidas slowly recovered from the stock crisis in 2008 and began to fight the idea of China's two or three line market.

Either upgrading the brand or adjusting the price is undoubtedly the most direct way for Lining to shake off the sandwich dilemma at present.

However, the price increase is a foregone conclusion, and Lining only has to continue to enhance the brand.

This is a difficult road.