Facing The "Stock Door" Sneak Attack On &Nbsp; Two Or Three Line Shoes And Clothing Brand Is In An Awkward Position.

August 4th hearing recently, a continuous price surge storm will push Lining to the top of the storm.

Such a "tossing" Lining makes us unable to see whether it can see clearly the market situation or see the market too thoroughly.

In the face of National Consumers' dissatisfaction with Lining's policy of raising prices, Lining is still "going his own way" as if he were "surrounded by thousands of enemies, and I am still calm".

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Obviously, "raising prices" is not Lining's sophisticated shoes and clothes.

In the face of the "stock door" sneak attack, China's two or three line shoes and clothing brand appeared "a thousand miles away" miserable situation, and the crazy low price competition also brought all kinds of doubts.

Whether enterprises digest inventory, or the partial price war of sports goods industry has quietly started, we have no idea.

However, the sway of the Pyramid cusp of the Chinese footwear industry makes the two or three line market in a dilemma. Faced with such a complicated economic situation, some experts point out that the most embarrassing behind the "inventory door" incident should be the two or three line brand enterprise.

Blindly follow the trend of price cuts or become a dead end.

In the face of domestic sports shoes and clothing market has been raising prices, the original two or three line brand market is a scene of joy. In fact, this phenomenon is not difficult to understand, because in the process of following suit with the top brands, these brands that had not been affected by the economic environment and other factors too much taste a lot of sweeteners.

However, the price increase can not be blindly followed, not only to meet their own development needs, but also to avoid hitting the psychological bottom line of the vast number of consumers.

The experts pointed out that in the competition with domestic brands, the two or three line brand should recognize the target group of its own positioning, and can not easily follow the trend of price rise, and must "preserve quality and value the price".

Local brands should be more cautious in dealing with price adjustment, and not be able to rise in line.

When we really need to adjust prices, we must have a clear price gradient for price adjustment time, price adjustment and price adjustment areas, so as to reduce the loss of consumers.

Therefore, when the "stock door" attack, the two or three line shoes and clothing brand will mess up the stitches.

Because, in the process of playing with domestic brands, the second line, three lines, and the four line shoes and clothing brands have gradually realized the negative impact brought by the price increase. If we want the brand to become bigger and stronger, we can not be able to make a brief profit.

But it is difficult to send Buddha to Buddha. The price increase has caused a blow to the consumer psychology. If the price is reduced suddenly, the quality of the product will be questioned, and the consumers will not buy it, but it may reduce the integrity of the brand.

Nowadays, "price increase is not a price cut or a" situation, making the two or three line shoe and clothing brand in a difficult situation.

It can prevent consumers from being mentally uncontrollable.

Although Hou Zhaohui, vice president of 361 degree (China) Limited, believes that Lining and the move are tactical rather than strategic, the impact may be somewhat, but it should be relatively short.

And the repo is just two companies to solve the market problems and issue the same appearance, like the Adidas in the same time in the stock door, the impact of the industry is relatively short time, about 3 months or so can restore normal situation.

However, continuous price rises and price cuts have ruthlessly touched the bottom line of consumers. Among them, the most serious problem is the two or three line shoes and clothing brand with insufficient influence.

As a brand of shoes and clothing in the two or three line market, it is a wrong move to follow suit. The influence of market groups is different, and its influence is different.

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Because the price of shoes and clothing brands such as price choice, the quality is also guaranteed under the premise of low price, but when the two or three line shoes and clothing brands close to the price of the domestic first-line brand, the consumer's choice intention will be instantly defeated.

This kind of crowd has increased the consumption level because of the price, and once the consumption grade has become a habit, it will never go back to choose the brand because it chose to lower the price, which is the natural disposition of human beings.

Therefore, if the two or three line shoes and clothing brands do not find out the consumers' inner thoughts before the price rises, then a sudden price cut will never be affected.

China's two or three line shoes and clothing enterprises should clearly realize that price increases are not a family holiday. After careful research and deployment, it can only be regarded as "a warrior".

As a new star in China's footwear industry, this industry's "potential stock" has gone through such a turbulent market environment, and will become the cornerstone of their future industry.