Sports Brand Rises Again, &Nbsp, Unit Price Directly To Foreign Brands.

Affected by the cost of raw materials and labor, following the price increase in April this year,

The industry believes that the excessive price rise may lead to a disconnect between the price of the product and the brand value. Whether consumers can pay for the price increase is doubtful, the sales volume may be affected, and the domestic sports brand will usher in a new round of industry adjustment.

Li Ning Co recently announced that the price of shoes will increase by 7.8% in the fourth quarter, and clothing will increase by 17.9%.

With the news of Anta, XTEP, PEAK and 361 degrees at the order meeting, the sneakers and garments of five famous sports brands in China will rise again by 20% to one price.

As early as April this year, Lining had raised the price of shoes, 11.1% of shoes and 7.6% of clothing.

The news of the price increase has also been confirmed by some terminal stores salesmen.

In a Lining counter near the Sunshine Plaza in Jinjiang, a clerk picked up a pair of new sports shoes this year and told reporters that the most expensive basketball shoes in the shop were priced at 499 yuan. The new sneakers that arrived just after the end of July were priced at 539 yuan.

Although the price trend of the domestic sports brand has been set, the price increase is a "technological activity". Whether we can allow more consumers to pay in the new round of competition and achieve the "volume and price rise" is the comprehensive strength of every enterprise.

In the third quarter of last year, Lining repeatedly changed all advertising slogans and logo, and repositioned "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 drop from 12.9% in the same period last year to 6% to 7%.

Brand competition technology

Many consumers questioned the price rise of domestic brands.

In response, Li Ning Co official said: on the one hand is the industrial environment, such as raw materials, manpower, store rental costs rise; on the other hand, because the company has increased the cost of product development and investment.

The industry pointed out that, like Li Ning Co, in the current round of price increases, the major sports brands, in addition to throwing out the reasons for "soaring costs", obviously had more words such as "product development" and "high quality".

Behind the continuous rise in the price of sports brands is the ubiquitous "secret war": the "Jinjiang Department" brand headed by Anta and 361 degrees, and Lining, a big brother, have formed a close combat situation in terms of channels, products and brands.

Take sports shoes as an example, in terms of product development, Lining first introduced the "string bow" damping technology, then Anta immediately launched the "elastic glue" damping technology, and Jordan responded with the "full palm ventilation system".

In terms of brand promotion, Lining's image spokesperson includes not only NBA stars O'neal, Davies, Turner, Jamaica flying man Powell, but also signed Lin Chiling in March.

While Anta paid heavily to sign Garnett and Scola, PEAK brought Kidd and Battier to their ranks.

Consumers are not necessarily buying.

It is understood that the price of domestic sports shoes is mainly between 300 and 500 yuan, and after a new round of price adjustment, prices will begin to approach the lower price limit of Nike and Adidas 600 yuan.

After the price rises, what will consumers choose? Reporters interviewed 10 Quanzhou residents outside the major sports brand stores, 7 of them said they would prefer to buy international brands after price adjustment.

"Short time price rises too fast, enterprises may fall into the trap of selling price from brand value, and the domestic first-line brand is being tested."

According to the insiders, the growth of domestic sports brand sales largely depends on its low price advantage compared with international sports brands. However, through several rounds of price increases, this price advantage has gradually weakened. The price of some domestic sports shoes is almost the same as that of the international brand Adidas and Nike. The sales volume of domestic brands has been affected.

Experts warn that in the face of fierce competition at home and abroad, the major brands must recognize their target groups and not follow suit.

While increasing product research and development, the price increase of local brands should also be cautious. 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.