The Five Major Sports Brands In China Are Planning To Raise Their Prices, And The Price Of Shoes And Clothing Will Increase From One To 20%.

clothing

Price increase 17.8%

After the price increase in April this year, the domestic sports brands began to brew a new round of collective price increases.

Li Ning Co announced recently that the price of shoes will increase by 7.8% in the fourth quarter, and that clothing will increase by 17.9%. Domestic sports brands such as XTEP and PEAK will also raise their prices by 20%.

Lining said that the increase was mainly due to the three cost increases of raw materials, manpower and store rentals. The industry analysts believe that compared with Nike and Adi, some domestic brands frequently raise their prices, and the gap with international brands gradually shrinks, or there is a loss of consumers.

Some brands began to raise prices in the fourth quarter.

According to the Li Ning Co's announcement recently, the price of shoes will increase by 7.8% in the fourth quarter, and clothing will increase by 17.9%. Before that, Anta, XTEP, PEAK and 31st degree also announced the price increase.

Sports shoes and clothing of the five leading sports brands in China will rise again by one to 20%.

Reporters yesterday afternoon to call Lining spokesman Zhang Xiaoyan, the person said: "the main reason for this increase is mainly the raw materials, human resources and the rental role of the store, at the same time, the price increase is also the industry trend."

The Li Ning Co reviewed the performance summary of the first half of the year issued by reporters. The reason for the price increase in the announcement is also evident: "the group strengthens the management efficiency of the retail terminal and increases the proportion of self owned shops, resulting in a faster rise in group rentals and human costs.

On the other hand, the advertising marketing and promotion cost technology was relatively low during the same period last year. This year, the group increased its brand investment, and the overall cost rate (including distribution costs and administrative expenses) increased by about 7 percentage points from 31.8% in the same period last year.

PEAK also said that because of the increase in oil prices, labor costs and store rentals, coupled with brand research and development of new products, the brand is also considering raising the price of shoes and clothing by 5% to 10%.

But for the price hike, Anta founder Ding Zhizhong told reporters yesterday that he kept silent, claiming that the fourth quarter pricing is still unknown and belongs to the company's internal secrets.

Shops in Shanghai haven't been notified yet.

Reporters visited Shanghai sports brand store yesterday and found that many stores had not received notice of price adjustment.

In Lining Nanjing East Road flagship store, the price of sports shoes is mainly between 300 yuan and 500 yuan, compared to the majority of shoes such as Nike and Adidas, which cost more than 600 yuan.

"Our flagship store has made new models very fast, and the old ones have been put into the stores in the suburbs. If the price of the same products is not up to much, it is not possible that the sale price of the new products is much different from that of last year."

The salesman said.

The head of the Xujiahui sports city also said: "sports brand and clothing price increase can not be carried out on the basis of the same product. They usually use new products to eliminate old money and raise the average retail price per quarter."

According to Beijing media reports, according to the organic research, the price of the core products of each company is calculated at 200 yuan -300 yuan, and the average consumer spending on shoes and clothing is 50 yuan per item (double).

But in contrast, international brands do not seem to have frequent price adjustment this year. Nike Nanjing East Road store clerk said that the price of shoes had hardly been adjusted this year, but the original 1298 yuan shoes added 1 yuan to 1299 yuan, and 698 yuan became 699 yuan.

Narrowing the price gap with international brands

For this round of collective price increases of domestic brands, Xiong Xiaokun, a consultant of light industry in CIC, believes that under the background of price level, rental cost and labor cost increase, and now the consumption level of consumers is gradually changing from low to high end, price adjustment is also the choice that enterprises have to make.

Xiong Xiaokun also said that many domestic brands have been catching up with international brands such as Nike and Adidas in recent two years. This shows that the distance between some famous sports brands and international brands is shrinking.

"For some brands whose price ranges from 200 yuan to 300 yuan, frequent price increases may be faced with the risk of losing consumers."

Xiong Xiaokun said.