Domestic Sports Brands Raise Prices Or Trigger A New Round Of Shuffle

　　●

It is expected that after this round of shuffling, the brand will be reduced by 1/3.

Starting this fall, it will cost more money to buy clothes and shoes for domestic sports brands.

Recently, Lining, Anta, 361 degrees and other domestic sports brands have announced that the new round of price increases will begin in the fourth quarter, and footwear products will increase by 7%-10%, and clothing prices will rise by about 17%.

The industry believes that the price rises too fast may appear product price and brand value disjointed situation, domestic sports brand or will usher in a new round of shuffle.

Lining's "one brother" is challenged by successive price rises.

Entering the July, the news that domestic sports brand is about to raise prices is endless.

The announcement of the Li Ning Co listed in Hongkong confirms the market rumors that the price of shoes will increase by 7.8% in the fourth quarter and the clothing will increase by 17.9%.

In April, Lining had raised the price of shoes, 11.1% of shoes and 7.6% of clothing.

Lining has been fighting fiercely with Anta, XTEP, PEAK and 361.

Taking XTEP as an example, its winter order data show that the average selling price of footwear and clothing will increase by more than 10% when compared with the previous order.

Price increase is a "technological activity", and how to make consumers buy it is a big problem.

In the third quarter of last year, Lining changed all advertising slogans and signs to relocate "post-90s" as the target customers.

However, "after 90" is obviously not buying. Lining's earnings warning indicates that the net profit margin in the first half of this year will be reduced to 6% to 7% from 12.9% in the same period last year.

A series of problems, such as the stagnation of earnings, the continuous raising of prices and the lack of outstanding brand characteristics, are troubling Lining.

Lining's Chinese sports brand "one brother" is being challenged by rising stars such as Anta.

Or trigger a new round of domestic sports brand shuffle.

Short time price rises too fast, enterprises may fall into the trap of selling price and brand value, and domestic brands are being severely tested.

Lining, Anta, XTEP and other brands Chengdu stores sales staff said that they had received the news of price increases.

"The increase is all around 10%, and the price of the new sports shoes is mostly around 400 yuan."

At least 600 yuan for the public can buy a pair of ADI, Nike sports shoes, many people admitted that in the case of a small price difference, they are more willing to buy ADI, Nike.

Because the front line is too long, the cost of manpower and rentals has gone up. In order to fight for limited customers, the major brands often use the "price" killer, and the discount rate even exceeds 50%. Due to this influence, the profits of various manufacturers have declined sharply. The industry expects that a new round of brand shuffling is coming soon. After this round of shuffling, the brand will be reduced by 1/3.