Sports Brand "Rise" Sound "Clothing Expensive GUI" Comeback?

July 27, from the first quarter of the price increase, including Lining, including a number of domestic sports. brand A new round of price rises is brewing. Today, when cotton prices fall from high, the theory of "rising costs" is no longer tenable, but why do many brands continue to raise prices?

　 Sports brand rises

"The current sports shoes are more expensive than those of a season. Before buying more than 200 yuan, they can buy two domestic brands. Gym shoes 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 learned from some domestic sports brand enterprises that a new round of price increases is brewing in the industry. Lining Xu Ruikun, a 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 shoes has increased by more than 10%, compared with the 8% increase in the first half of this year.

In addition, an insider of Anta revealed that the retail price of the market had been adjusted before. However, since Anta will announce its first half performance in August, the company will probably adjust its price in the fourth quarter according to the actual situation.

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, some of the product price increase reached two digits, after two consecutive price increases, the price of sports brand has been "one mountain is higher than one mountain".

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 rises will never stop", "361 degrees, more than one yuan"...

　　 Price rise "coincide" as what?

Although clothing companies all claim that price rises are due to cost pressures, "it is inevitable", but this kind of "all over the world" price increases or consumers are "very hurt". Consumers can not help but wonder: why is the price rising of each enterprise so consistent?

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. Zhu Qinghua, a light industry researcher at CIC, points out that increasing cost pressures is an indisputable fact, but it is far from reaching the point where these sports brands are not allowed to rise.

The reporters found that the price of "crazy cotton", which was once the main driver of the price adjustment in the last round of sports brand, has actually dropped from the high level and is hard to become the reason for the price increase of the sports brand. The Zhengzhou futures exchange's near delivery month settlement price has dropped from 30 thousand yuan after the Spring Festival to 24 thousand yuan level. The main reason for supporting the price of several sports brands in the first quarter has been untenable, and the domestic sports brand has chosen to adjust the price again at this time, which is surprising.

Similarly, as one of the raw materials of clothing, the price of chemical fiber has dropped markedly after entering the second quarter. According to the data of China textile net, the price of PTA in the East China market has dropped by more than 16% in the past three months. "From the second half of 2010 to the first half of this year, the price trend of PTA is in a state of weakness in 4-5 this year, which is related to the decline in international crude oil prices in April. The return of PTA prices has also made cotton lose its driving force. Compared to the high price in 3 and April, the price of PTA is falling further. It seems that the price of sports brand is not up to date now. Liu Xintian, editor in chief of commodity data business, said.

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, and the brand chooses to rise at this time point, so that the cost pressure can be used as a reason to weaken the sensitivity of consumers to the price increase. Zhu Qinghua said.

Repeated increases in price have dampened market sales to some extent. 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.

　　 Bid farewell to "be" to raise prices should be multi pronged.

Reporters found that although the "cost push" factor can not be ignored, but careful accounting, part of the enterprises to maintain high profit margins and price increases, is only the "can not stand" people from shareholders to consumers.

"The growth of domestic sports brand sales largely depends on its low price advantage compared with the international sports brand, but through several rounds of price increases, this price advantage has gradually weakened, and the price of some domestic sports shoes is almost the same as that of the international brand Adidas and Nike, which will have a certain impact on its sales volume." Zhang Yanlin, research director of CIC, said.

Industry experts pointed out that in the competition with international brands, domestic brands must recognize their target groups, and can not easily follow suit and raise prices. They must "preserve quality and protect prices". Local brands should be cautious in adjusting prices, and they should not "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.

"Speeding up the introduction of new products can also increase profit margins and pressure on enterprises to increase costs, which is very important for garment enterprises. This is not only easier to satisfy consumers' shopping psychology and desire to buy, speed up the inventory turnover of enterprises, but also increase consumer acceptance of price increases gradually. Zhang Qing, President of brand promotion research institute "key sports", said.

More experts believe that the current pressure of rising prices is greater. In the era of "anti inflation", responsible enterprises should also explore other channels to absorb costs in addition to price increases. Relevant departments should also do something in creating a good circulation environment and reducing burden on enterprises.

Qi Xiaozhai, director of the Shanghai business and Economic Research Center, and other experts suggest that enterprises should face up to consumers' feelings and 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. In addition, the entry fees, shelves fees and promotion fees charged by retail terminals such as hypermarkets are more complicated and the relevant departments should regulate them.