Price Increases Should Also Increase Brand Gold Content.

When Lining became "all possible price increases", Anta "never raised the price tag", XTEP said, "let the bid price be different", 361 degrees emphasized "more than one yuan love", plus "I can raise price unlimited possibilities" PEAK......

What should we do in the face of collective raise prices of domestic sports brands?

This is a passage that has been circulated recently. It is precisely the five major sports brands in the country that are ready to work together to raise prices.

Faced with the rising cost of raw materials, human resources and rents, all sports brands are prepared to raise their prices to cope with them.

The five giants of the country want to raise prices collectively, consumers buy shoes or pay 50 yuan.

As early as March this year, Nike and

Li Ning Co announced recently that the price of footwear will rise by 7. 8% in the fourth quarter and the price of clothing will rise by 17. 9 percent.

With the announcement of Anta, XTEP, PEAK and 361 degrees at the order meeting, the sneakers and garments of five famous sports brands in China will rise by another 20%.

Reporters noted that Lining and other five major sports brands in the country, the price of their sports shoes and sportswear, mostly in two hundred or three hundred yuan.

If a pair of sports shoes 250 yuan, then this price increases, consumers buy a pair of shoes may have to pay more than 50 yuan.

"For these enterprises, the cost, raw materials, technology input and cost are all rising, and enterprises want to survive and grow well," says Professor Yi Kai Gang, a professor of marketing management at the school of business management, Zhejiang Gongshang University.

Yi Kaigang also suggested that after the price increase, the value of the brand should be highlighted, and the brand and service of the enterprise should be enhanced. Finally, it should be promoted to the height of "brand war" and "value war".

It is probably autumn and winter products that "Chinese products" are surrounded by foreign brands.

Reporters recently came to the seven floor of Yintai Wulin store, and found that most of the domestic brand sporting goods were surrounded by foreign brands, and many counters were on sale.

For example, Adidas buys two pieces to play thirty percent off, and PUMA parts 7 to 20 percent off.

At the corner of the elevator, the reporter discovered Lining's pocket size.

Asked about the recent price increase rumors of the guide, she told reporters that she did not receive any notice of price increase, but did not rule out the possibility that the price of new products would be higher than before in autumn and winter.

It is understood that autumn and winter new products are expected to be listed at the end of September.

In the Hangzhou department store's Lining counters and PEAK counters, the clerk also said no notice of price rise had been received.

Where is the gap between domestic brands and international brands, more reflected in the concept and brand planning and management?

Obviously, the gap between Lining, Anta and Adi, Nike is not only on the price of products. "

According to Professor Yi Kai Gang, Department of marketing management, School of business administration, Zhejiang Gongshang University, compared with international brands, Lining has a big gap in the internationalization of brands, such as product design, cultural dissemination, foreign market development, and human resource allocation. All these should be concerned and promoted by domestic brands.

Zhang Tao, deputy general manager of Anta, believes that the international brand is well versed in the market operation and consumer psychology, and has considerable market appeal, occupying the most potential and profitable group of consumers.

At present, the gap between domestic brands and international brands is not only the gap of the strength of enterprises, but also more reflected in the concept and brand planning and management.

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From a marketing point of view, too much reliance on advertising and no brand core value support not only low brand value, but also directly lead to high investment in brand maintenance and construction.

This may be a bruising brand of domestic sporting goods companies.

Zhang Tao said in an interview with the media.

How can we narrow the gap with international brands?

In addition to price increases, we need to go one step at a time.

Domestic sporting goods brands have been looking for opportunities to narrow the gap with international brands such as ADI, Nike and even compete.

Yi Kai Gang said: "from the law of value, it must be in line with the law of high quality and high price, and the high value of the brand is high.

The reason why Nike is more than Li Ninggui is that its brand value is high.

Therefore, Lining wants to open the international market, it is necessary to internationalize the brand and improve the brand value.

How to enhance the brand value, Yi Kai Gang also gave some personal suggestions: Although the brand is only a symbol, but the symbol should be promoted and need to be accumulated. It should get the identity of the people to its brand and culture.

The rise in price is indeed one of the paths Lining should take.

Why should Nike sell seven hundred yuan for a piece of clothing and Lining can only sell two hundred or three hundred? But in addition, the brand needs to go step by step in order to internationalize.

Industry related data --

Western developed countries have more than 200 yuan per capita.

Cotton prices have risen rapidly since 2010, especially in the second half of last year, which has risen more than 100% in the short term.

In 2010, the sales revenue of China's sportswear market exceeded 9 billion yuan.

The research results show that the annual growth rate of China's sports goods market will not be less than 20%.