National "Anti Inflation" Domestic Shoe Brand Price Rise Fell

"The current sports shoes are more expensive than those of a season. Before buying more than 200 yuan, they can buy two domestic brands.

Reporters learned from some domestic sports brand enterprises that a new round of price increases is brewing in the industry.

In addition, a Anta insider disclosed that the company may adjust its price in the fourth quarter according to the actual situation.

In fact, this is not the first price increase in a sports brand year.

As early as the end of March this year, Nike "led" triggered a number of domestic brands "follow suit" to raise product prices, some of the product price increase reached two digits, after two consecutive price increases, the price of sports brand has been "one mountain is higher than one mountain".

In the face of the rising price trend of domestic sports brands, consumers said they could not afford to hurt.

Although clothing companies all claim that price rises are due to cost pressures, "it is inevitable", but this kind of "all over the world" price increases or consumers are "very hurt".

Consumers can not help but wonder: why is the price rising of each enterprise so consistent?

The reporters found that the price of "crazy cotton", which was once the main driver of the price adjustment of the sports brand, has dropped from the high level, and it is difficult to become the reason for the price increase of the sports brand.

In the first quarter, the main reason for supporting the price increase of many sports brands has been untenable. It is surprising that domestic sports brands choose to adjust prices again.

Similarly, as one of the raw materials of clothing, the price of chemical fiber has dropped markedly after entering the second quarter.

In addition, the "labor shortage" led to a significant increase in labor costs of Jiangsu and Zhejiang textile enterprises, and has maintained a stable level after entering the two quarter.

"In fact, the brand added value of sports brand has a larger proportion in its price, so its profit space is enough to digest the pressure brought by the rising cost, and the brand chooses to rise at this time point, so that the cost pressure can be used as a reason to weaken the sensitivity of consumers to the price increase.

CIC consultant light industry researcher Zhu Qinghua said.

Repeated increases in price have dampened market sales to some extent.

Taking Lining as an example, the increase in prices has led to the decline in orders for clothing and footwear products in the second quarter of this year by more than 7% and 8% respectively.

In addition, reporters also found that although the "cost push" factor can not be ignored, but careful accounting, part of the enterprises to maintain high profit margins and price increases, is only the "can not stand" people from shareholders to consumers.

"The growth of domestic sports brand sales depends largely on its low price advantage compared with the international sports brand, but through several rounds of price increases, this price advantage has gradually weakened, and the price of some domestic sports shoes is almost the same as that of the international brand Adidas and Nike, which will have a certain impact on its sales volume."

Zhang Yanlin, research director of CIC, said.

Industry experts pointed out that in the competition with international brands, domestic brands must recognize their target groups, and can not easily follow suit and raise prices. They must "preserve quality and protect prices".

Local brands should be cautious in adjusting prices, and they should not "rise in line".

When price adjustment is needed, there should be a clear price gradient for price adjustment time, price adjustment and price adjustment areas, so as to reduce the loss of consumers.