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Domestic Sports Brand Rises Again

2011/7/12 11:11:00 57

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A few days ago, Lining [10.20 -0.97%] announced that the price of shoes will increase by 7.8% in the fourth quarter and the clothing will increase by 17.9%. Previously, Anta, XTEP, PEAK and 31st degree also announced the price increase at the order meeting.

Up to now, the price of sneakers and garments of five famous sports brands in China has increased by one to 20%.

It is understood that this is not the first collective price increase of domestic sports brands, the last collective price rise occurred around April.

Yesterday, the reporter visited some of Lining's, XTEP, Anta and other brand counters and discount stores in Changchun market. Most of the salesmen said they were not aware of the company's product price adjustment information, and there was no price adjustment on the products sold.

Lining counters

The price of Changchun's current products has not changed.

Yesterday, reporters visited some of the shopping malls in Changchun sports brand exclusive area to see, Lining, XTEP and other sports shoes and clothing prices no new adjustment.

In a Lining franchise store in Chongqing Road, salesmen said that this year, obviously, there are individual products with higher prices than last year. "This pair of men's sports shoes, I remember last year, the similar style is 399 yuan, and this year sells 499 yuan.

The style is only slightly different. I think the price change is quite big. "

"The products we sell are all delivered by the company. The price tag has been unified by the company on the product, and we do not need to modify the price.

So now, there is no change in the price of current products. "

Lining, a person in charge of a shopping mall in Changchun, said.

If the new price adjustment will affect the sales volume, one of the five brands will not be named.

Distributor

It is said that since 2011, the overall sales performance of sports brands has not been very good. If the price rises, it will definitely affect sales volume more or less.

However, the prices of products in the same industry are all raising prices. In order to maintain the brand status and price can not fall behind the people, the price increase must be there.

ADI, Nike, etc.

New products in autumn and winter have also been raised.

"We are not surprised and worried about the price rise of domestic first-line sports brands.

Because the products of international brands Adidas and Nike are also raising prices.

Yesterday, a dealer specializing in Adidas in Changchun told our reporter that not long ago, Adidas and Nike announced the new price order meeting this autumn and spring, and they announced the price increase to domestic distributors.

"The new increase is in the range of 10% to 15%.

The price increase in autumn and winter is mainly clothing, next year.

Spring Festival

Shoes and clothing are all up. "

"We will always keep and adjust the distance from the domestic sports brand from the price."

The dealer said that the reason for the rise was nothing more than rising raw materials and rising labor costs.

"This is a problem faced by all the Chinese counterparts. The reasons for price rise are basically the same."

Raw material cost factor

Should not be the leading price increase.

"I do not quite agree that the major brands are habitually attributable to the reasons for raising prices.

Raw material cost

Rise.

There should be more labor costs and other factors. "

The first textile network chief analyst Wang Jin analysis said that domestic and foreign sports brands had started raising prices since the fourth quarter of last year.

At that time, there were more reasons for raising prices, but the main reason for the increase was cotton raw materials.

Now there has been a drastically adjusted adjustment, which is attributable to cotton and other raw materials.

Because the price of cotton has increased from 30 thousand yuan a ton at the peak of last year to about 22 thousand yuan per ton.

In the view of Wang Qian, no matter whether the price of the domestic sports brand is raised or the price of the international sports brand is raised, the price is related to the positioning of the product, the product positioning is high-end, and the price can not be lost to the opponent.

Price increases are related to product positioning and competitors. High end products should also consider raising their market position by way of raising prices.

Under the influence of multiple factors such as domestic inflation, labor cost rising, market demand and so on, enterprises are facing huge pressure of cost pmission. After raising prices, enterprises are also facing the situation of restraining consumption, which is the reality that all brands have to face.