Dialysis Sports Brand Three "Cold Thinking"

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Sports brand brewing a new round of price increases

"Now the sports shoes are more expensive than the one season. Before 200 yuan, you can buy sneakers with a pair of domestic brands. Now there is no 300 yuan to win, and the price difference with foreign brands is not much."

Li Yang, a consumer engaged in auditing work, said.

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

Xu Ruikun, Lining's public relations manager, confirmed to reporters that Lining's fourth quarter orders will end at the end of June, of which the average retail price of clothing and footwear products has increased by more than 10%, compared with the 8% increase in the first half of this year, and the cost factor has led to a much higher price.

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, and some products rose by two digits.

Three, "cool thinking"

The price rise of this round of sports brand has led many people to think about the price adjustment of the former chemical giant.

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

Cold thinking one: "cost push theory" persuasion weakened.

Many brands adhere to the "cost push theory", saying that the cost factors such as the rental of materials, human resources and commercial real estate rents have led to the low profit margins of enterprises.

Reporters found that the price of "crazy cotton", which was once the main driver of price adjustment in the last round of sports brands, has actually dropped from high and is hard to become the reason for the price rise of sports brands.

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."

CIC consultant light industry researcher Zhu Qinghua said.

Cool thinking two: who will pay for the price increase? In the face of the rising price of domestic sports brands, consumers have said that they can't afford to hurt. Many netizens have made fun of it: "Lining, it is possible to raise prices", "Anta, the price will never stop", "36 times, more than one yuan"...

These ridicule passages also reflect consumers' conflicting feelings about frequent price rises.

At present, the price of the domestic sports shoes is mainly between 300-500 yuan, and after the new round of price adjustment, the price will begin to approach the lower price limit of Nike and Adi 600 yuan.

After the price rises, do you choose ADI, Nike or Lining and Anta? This is a new multiple-choice question, but it is obviously not a difficult problem.

Reporters randomly interviewed 20 Chengdu residents outside the major sports brand stores, and 8 of them said they would prefer to buy ADI or Nike after price adjustment.

"Through several rounds of price increases, the price advantage of domestic sports brands has been gradually weakened, and the price of some domestic sports shoes is almost the same as that of the international brands Adidas and Nike, which will have a certain impact on its sales volume."

Zhang Yanlin, research director of CIC, said.

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.

Cool thinking three: is there no alternative to raising prices? Since last year's change, Lining, a representative of the Chinese sports brand, has been in frequent trouble. This dilemma is actually a bottleneck for the repositioning of the enterprise brand, and also a collective confusion in the domestic sporting goods industry in the rising tide.

When Lining took the lead in opening up the store to get the rough growth path of growth to the end, it meant that the industry's new round of shuffling has arrived.

For this round of price increases, experts believe that the current pressure of rising prices, in the era of "anti inflation", responsible enterprises in addition to price increases, we should explore other channels to digest costs, we can digest the cost through more reasonable deployment of advertising investment and management of sales promotion personnel.

In addition to traditional hypermarkets and other channels, businesses can also try shop sales such as Internet marketing.

Fu Zhiyong, a partner of management consulting company, pointed out that it is difficult to distinguish between the middle and high price and the high-end, so that the gradual change of brand positioning will not be accepted by the market.

"The repositioning of domestic sports brands may start with professional subdivision, focusing on firepower occupying professional sports resources.

This is similar to Joyoung's success in squeezing the appliance industry through soya bean milk machine.

Fu Zhiyong predicted that the next 5-10 years will be a bottleneck for the relocation of domestic sports brands. "There is no doubt that in this round of shuffling, there will be people falling down and some breakout."