Inertia Price Rises Hustle And Bustle &Nbsp; Sports Brand Is Mixed.

From the end of last year to the beginning of this year, sports brand launched a wave of price rise. At the recent stage, the second round of price rises and hustle and bustle. From the fourth quarter of the sports brand, we will see the movement. brand There is still an average of two digit gains. But at the same time, whether the price of sports brand is a kind of "inertia price rise", which has become the focus topic of the industry.

According to the Li Ning Co announcement, the price of shoes will increase by 7.8% in the fourth quarter and the clothing will increase by 17.9%. Alike, Anta , XTEP PEAK and 31st degree are selling products at the end of year market. Among them, the situation of 360 degrees is close to Lining's. According to the XTEP winter orders, the order increased by 27% compared with the previous order, while footwear and clothing prices rose by 10% and 17% respectively. When Anta announced the first time this year to raise the price of its products, Anta chairman Ding Shizhong once said, "the annual growth rate is expected to be no more than 10%". When the order was released in the fourth quarter of 2011, Anta concealed the specific figures, only saying that the average selling price of sports shoes and clothing was double digit increase compared with the same period last year.

According to statistics, the total consumer price level of the whole country has increased 6.4% over the same period, reaching a new high in 3 years. Clothing prices rose by 2.1% over the same period last year. Among them, clothing prices rose 2.3%, shoes prices rose 0.5%. In shopping malls, thousands of T-shirts and dresses can be seen everywhere, indicating that high prices and severe discounts have become a marketing method that both shopping malls and brands agree. The discount is certain, after the price increases, the same discount will be paid to the ordinary people. Even the cheap fashion brands, such as UNIQLO, bought 99 pairs of pants last year, and the cheapest one this year will cost 149 yuan, or nearly 50%.

However, before the price hike half a month ago, the State Ministry of Commerce announced that it would reduce tariffs on high-end consumer goods to narrow the obvious price differentials between the products at home and abroad. In 2010, the scale of overseas purchasing market based on luxury goods reached 12 billion yuan. At present, when most of the international high-end consumer brands have landed in China, a large number of consumers also take the "shopping list" to the airport duty-free shops, Hongkong, China or Europe and the United States to buy. The direct reason behind this is that the domestic price of the same commodity is obviously higher than that of foreign countries. The Ministry of Commerce has made a statistics. 20 kinds of high-end consumer goods, such as shoes, bags, clothing and so on, are priced at about 45% higher than that in Hongkong, China, 51% higher than that in the United States, and 72% higher than that in France.

For the new round of rising prices, insiders say that it will only do more harm than good. The reason is that many domestic sports brands are targeted at the middle class, and these people are more sensitive to price movements. While raising the price of domestic brands collectively, some middle and low-grade markets are also sold. The result of price increase undoubtedly increases the difficulty of marketing. The brand follows the inflation to raise or stabilize the brand grade by raising the price. At the same time, because of the inflation, the consumption decreases, and it is necessary to increase sales promotion efforts to expand sales volume. This is a contradiction. It is true that the price increase is not a matter of brand, but it is a matter of consumers if the volume increases. Of course, when the equivalent does not increase, the price increase can also maintain the interests of the brand, and the brand in the rising period will gain greater profits. However, in such a period of inflation, how to continue to win consumer trust and maintain loyalty to the brand is the most important.