Shoe Business Asian Games Marketing Upgrade

Affected by raw materials and labor costs, some domestic brand shoe manufacturers have raised their prices to varying degrees. However, according to recent public information from several big shoe companies, there is no decline in sales in the market. On the contrary, many shoe companies in Quanzhou have maintained steady growth in price while they are raising their prices appropriately.

At the same time, reporters learned that the industry already has some shoe manufacturers in Guangzhou to develop high-end products with high price, and is expected to be launched during the Asian Games in November this year, so as to achieve two price increase.

The difficulty coefficient of the two sets of action is not small.

16 days,

It is understood that our city

Promotion of price competition and promotion of competition

Reporters learned from the Quanzhou footwear industry association that the price increase of shoes is mainly due to the rising cost of raw materials and labor since the beginning of this year.

"This year, the cost of shoe materials has risen by about 10% to 15%, and the wages of most shoemaking enterprises have increased by nearly 20%."

According to the analysis of the relevant personages, influenced by the price fluctuation of international raw materials, rubber materials used for soles were the first to raise prices at the beginning of this year, and the prices of shoes, such as leather, microfiber leather, mesh cloth, and so on, had risen to varying degrees.

Although the sales price of small and medium-sized brand shoe companies is rising with the first and second tier brands, most small and medium enterprises in Jinjiang have the highest unit price increase of only 5% to 6%.

Insiders say that the price increase is far less than the pressure of rising costs. Some small and medium-sized brands are facing the pressure of "losing customers and increasing profits".

Star strategy is expected to become famous.

At present, Anta, XTEP, PEAK and other shoe enterprises have achieved the scale effect to a certain extent, with the way of early bargaining and mass purchase of raw materials, so as to control the production cost.

In addition, the recent promotion of star products through sports stars and sports events to raise the selling price is also a way for shoe companies to pass on cost pressures, raise prices and keep sales.

According to reports, just concluded XTEP's order meeting, XTEP said, will also be in the first quarter of 2011, the order will launch the "XTEP Bermingham" product series, further improve XTEP's brand image and sales price in the domestic and foreign market; PEAK's cost-effective basketball star products will be 50 yuan to 150 yuan higher than the original product price.

It is understood that at present, a lot of small and medium-sized shoe enterprises in our city have developed some high-end products with high price. They are expected to be launched during the Guangzhou Asian Games held in November this year, so as to seize the two best chance to raise sales and prices.