Follow Up The Status Quo Of Lining And Other Brands

From the end of last year to the beginning of this year, the domestic sports brand launched the first price increase for the 2011 market, averaging about 10%-20%. Price increase The description of the reasons is mainly focused on rising costs. Referring to the recent four seasons and winter order meetings held by the five brands, both shoes and clothing will have an average increase of two digits. Last year, the main product of the winter brand of China's sports brand was priced at more than 200 yuan. This year, the figure is expected to exceed 300 yuan.

" Lining It is possible to raise prices; "Anta will never stop raising prices"; "361 degrees, more than one yuan to love"... Recently, as the five major sports brands in China (Lining, Anta, XTEP, PEAK, 361 degrees) announced that the next stage of the product will continue to raise prices, the "slogan" written by netizens has been widely circulated.

From the end of last year to the beginning of this year, the domestic sports brand launched the first price increase for the 2011 market, with an average amplitude of about 10%-20%. The description of the reasons for the price increase mainly focused on the rise in costs. Referring to the recent four seasons and winter order meetings held by the five brands, both shoes and clothing will have an average increase of two digits. Last year, the main product of the winter brand of China's sports brand was priced at more than 200 yuan. This year, the figure is expected to exceed 300 yuan.

"Consumers will have a clear perception".

Li Ning Co announced recently that footwear products in the fourth quarter Price Will rise 7.8%, clothing will rise 17.9%. Prior to that, Anta, XTEP, PEAK and 361 degrees C were selling products at the end of the year. 361 of them were close to Li Ningjiao. According to its winter order data, XTEP's orders increased by 27% compared with the previous order, but the average selling price of footwear and clothing also increased by 10% and 17% respectively.

PEAK and XTEP only announced the growth of orders, and did not announce specific product price increases. But a dealer told reporters that the increase in the total number of orders has also been greatly appreciated.

As for the domestic sporting goods brand, the market capitalization is the highest. Anta When Anta announced the first time this year that it would raise its product price, Anta chairman Ding Shizhong said that "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.

"The first price increase in April is for spring and summer wear, this time for winter clothing, and it's part of the annual price increase plan." "This is not the second time to raise prices," said a market leader who did not want to be named in the above brand to Nandu journalists. However, a dealer reflects that the price range of clothing is not high when the price rises for the first time, plus the spring summer wear, the price base of the product itself is low, and the consumers' feelings are not obvious. The price of winter clothing is more expensive, the increase is more than two digits, consumers will obviously feel the price increase.

Take Lining as an example. When the price was raised in April this year, shoes were 11.1% and clothing was only 7.6%.

　　 Price increase It's a technological activity.

When the first price increase was made in the first half of this year, the reasons for the five major sports brands were "soaring costs". These include the sharp rise in cotton prices in the first half of the year, the difficulty in recruitment and the rise in manpower costs. The price of raw materials such as cotton began to recede soon after the price of sports brands had been raised. Although cost pressures still exist, the main reason has shifted from the end of production to other aspects.

For example, Zhang Xiaoyan, director of external affairs and public relations of Li Ning Co, summed up the reasons for the price increase in two aspects. On the one hand, the industrial environment, such as raw materials, manpower and rental costs, is rising; on the other hand, the company has increased its R & D investment and led to higher costs. 361 degrees also did not take the cost rise as the only reason for the appearance of a "reasonable price increase". The 361 degree emphasized that the batch garment had "high quality" as a whole.

"In fact, from the perspective of consumers, the price increase brought about by the improvement of brand and quality is the most easily understood and accepted, but too fast a price can also lead to the risk of product price being disconnected from brand value." Apparel industry analyst Liao Jierong believes that from the current situation of price rise, the five brands of Lining are slightly priced higher than the other four, so competitors in addition to domestic brands, as well as Nike, Adidas and other international brands, the price is easy to "high or low".

In addition, Anta and PEAK should also pay more attention to their dominant position in the 234 tier market. "Consumer price sensitivity is higher in such markets." Liao Jierong said that too fast a price increase is more likely to be taken advantage of by the three line brands and the international brands that are intending to develop in depth.

International brands are also raising prices.

Unlike domestic brands, international brands do not put details of the regional market order in the company's bulletin. But yesterday, Nandu journalists also asked whether the Nike China company and Adidas China company would have plans to increase the price of winter clothing, but spokesmen of the two enterprises were reluctant to give details.

"They are also rising. For example, Adidas announced the price increase to the domestic dealers in the new product order meeting this winter and spring, the clothing range is about 10%." A local distributor who attended the ordering meeting told reporters that although the average increase did not have high domestic brands, the international brands in China also had to face the cost of raw materials, manpower and commercial real estate.

In March this year, when Nike released its third earnings report, some senior executives made it clear that to raise the cost pressure, it was only by raising prices. However, according to Nike's remarks, the real big price increase plan will not start until 2012.