Sports Brand Holding Up Prices, Zhangzhou Market Discount Is Still More.

After a visit to the press, the reporter found that at present

The discount is still large.

"31st degree, the whole court 6 fold", "XTEP, 10 percent off, two, 22% off", "the whole bird's new product, buy one get one"...

In the four floor of the city's MAH Shing Mau Plaza, almost every sports brand store has its own promotional posters.

In Lining and Anta brand discount stores, the old products are also discounted to varying degrees.

For example, the original price of a T-shirt of Anta is 139 yuan, and it costs only 79 yuan after the discount. A pair of shoes with a price of 239 yuan is 159 yuan. In the Lining store, the original price of the short sleeved T-shirt last year was 159 yuan, less than 100 yuan after the discount.

Subsequently, the reporter visited a number of sports brand stores located in Xinhua West Road such as PEAK, Anta, XTEP, and 31st degree. Sales personnel all indicated that they had not received notice of price rise, and their products had different discount promotions.

Lining store sales staff told reporters that they had to adjust the price, but the branch has not been informed that the new product still has a 12% off discount.

But after careful observation, the reporter found that compared with last year, the prices of all sports brand goods still rose to a certain extent.

For example, in a brand store, a reporter picked up a sports T-shirt last year with a basic price of 109 yuan, and this year's basic T-shirt price was 159 yuan or 169 yuan, and the rise was larger.

Consumers pay more attention to quality.

In the interview, the reporter learned that, in the face of the "rising" voice of domestic sports brands, most consumers pay more attention to product quality.

"Compared with brands like Nike and Adidas, domestic brands still cost a lot of money."

Mr. Zhuang believes that if the domestic brand can also be improved in product design, style and quality, even the price increase is acceptable.

But consumers also have different points of view.

Xiao He, a student at Zhangzhou normal college, told reporters that many young people like her thought that the quality and style of Nike and Adidas were better.

If domestic brands do not pay attention to improving their quality, they will simply increase their prices and do not seek new products. When prices are similar, they will turn to foreign brands.

The price increase of domestic sports brand will affect consumers' purchase desire to a certain extent, and ultimately affect competitiveness.

Rising cost pressures

The responsible person of the Li Ning Co has publicly disclosed to the media that the reasons for the collective price increase of the domestic sports brand shoes and clothes come from many aspects: first, the increase of the cost of products; the two is the operating cost, such as the increase of the rental rate of a large proportion of the terminal cost of the sale in a year; the three is that the major sports brands actively use new technology to develop new products, and raise the selling price to enhance their brand.

According to the analysis of the industry, the domestic sports brand has always occupied the price advantage in the market, but in the context of price, rent, labor and the cost of raw materials, the price adjustment is also the choice that enterprises have to make.

The two price increase this year will make domestic brands less competitive than international brands in terms of price.

At present, the consumption level of consumers is gradually changing from low to high.

Therefore, on the other hand, when the price increases, domestic brands can enhance their product design, technology content, functionality and innovation and so on, and they can narrow the gap with international brands.

In this regard, there are domestic sports brand manufacturers said that price adjustment is a process of pformation.