Can Not Stop The Gold Content Of The Brand.

When Lining became "all possible price increases", Anta "never raised the price tag", XTEP said, "let the bid price be different", 361 degrees emphasized "more than one yuan love", plus "I can raise price unlimited possibilities" PEAK......

What should we do in the face of collective raise prices of domestic sports brands?

This is a passage that has been circulated recently. It is precisely the five major sports brands in the country that are ready to work together to raise prices.

Faced with the rising cost of raw materials, human resources and rents, all sports brands are prepared to raise their prices to cope with them.

The five giants of the country want to raise prices collectively, consumers buy shoes or pay 50 yuan.

As early as March this year, Nike and Lining took the lead in making the most of their products.

At that time, it was clear that the price increase would reach two digits.

Li Ning Co announced recently that the price of footwear will rise by 7. 8% in the fourth quarter and the price of clothing will rise by 17. 9 percent.

With the announcement of Anta, XTEP, PEAK and 361 degrees at the order meeting, the sneakers and garments of five famous sports brands in China will rise by another 20%.

Reporters noted that Lining and other five major sports brands in China.

"For these enterprises, the cost, raw materials, technology input and cost are all rising, and enterprises want to survive and grow well," says Professor Yi Kai Gang, a professor of marketing management at the school of business management, Zhejiang Gongshang University.

Yi Kaigang also suggested that after the price increase, the value of the brand should be highlighted, and the brand and service of the enterprise should be enhanced. Finally, it should be promoted to the height of "brand war" and "value war".

"Shopping mall"

Reporters recently came to the seven floor of Yintai Wulin store, and found that most of the domestic brand sporting goods were surrounded by foreign brands, and many counters were on sale.

For example, Adidas buys two pieces to play thirty percent off, and PUMA parts 7 to 20 percent off.

At the corner of the elevator, the reporter discovered Lining's pocket sized counter.

The counter is also promoting sales of clothing 12% off, shoes and socks.

Shopping guide is busy trying to help customers Xiao Li try out a popular running shoes for the season.

Xiao Li is Lining's "Iron Fan", he said: "compared to Nike and Adidas such a big card, Lining's price is affordable and functional is not bad, more important is to support domestic products!"

Asked about the recent price increase rumors of the guide, she told reporters that she did not receive any notice of price increase, but did not rule out the possibility that the price of new products would be higher than before in autumn and winter.

It is understood that autumn and winter new products are expected to be listed at the end of September.

Lining counters in Hangzhou department store.

Where is the gap between domestic brands and international brands, more reflected in the concept and brand planning and management?

Obviously, the gap between Lining, Anta and Adi, Nike is not only on the price of products. "

Professor Yi Kai Kong, Department of marketing management of the Zhejiang Gongshang University School of business administration, believes that, compared with international brands, Lining has a large gap in brand internationalization, such as product design, cultural communication, foreign market development, and human resource allocation, all of which should be the attention and promotion of domestic brands.

Zhang Tao, deputy general manager of Anta, believes that the international brand is well versed in the market operation and consumer psychology, and has considerable market appeal, occupying the most potential and profitable group of consumers.

At present, the gap between domestic brands and international brands is not only the gap of the strength of enterprises, but also more reflected in the concept and brand planning and management.

From a marketing point of view, too much reliance on advertising and no brand core value support not only low brand value, but also directly lead to high investment in brand maintenance and construction.

This may be a bruising brand of domestic sporting goods companies.

Zhang Tao said in an interview with the media.

How to narrow the gap with the international brand? In addition to the price increase, we need to take {page_break} step by step.

Domestic sporting goods brands have been looking for opportunities to narrow the gap with international brands such as ADI, Nike and even compete.

Yi Kai Gang said: "from the law of value, it must be in line with the law of high quality and high price, and the high value of the brand is high.

The reason why Nike is more than Li Ninggui is that its brand value is high.

Therefore, Lining wants to open the international market, we must internationalize the brand and enhance the brand value.

How to enhance the brand value, Yi Kai Gang also gave some personal suggestions: Although the brand is only a symbol, but the symbol should be promoted and need to be accumulated. It should get the identity of the people to its brand and culture.

The rise in price is indeed one of the paths Lining should take.

Why should Nike sell seven hundred yuan for a piece of clothing and Lining can only sell two hundred or three hundred? But in addition, the brand needs to go step by step in order to internationalize.

Industry related data --

In western developed countries, the number of brand sports shoes per person with more than 200 yuan is 3 to 3.5 pairs, of which 5 per capita in the United States.

Less than 0.5 per capita in China.

Cotton prices have risen rapidly since 2010, especially in the second half of last year, which has risen more than 100% in the short term.

In 2010, the sales revenue of China's sportswear market exceeded 9 billion yuan.

The research results show that the annual growth rate of China's sports goods market will not be less than 20%.