Taiyuan, Shanxi: Provincial Sports Brand Stores Are Calling Up

Recently, Li Ning Co announced that the price of shoes will increase by 7.8% in the fourth quarter and the price of clothing will rise by 17.9%.

Coupled with the announcement before Anta, XTEP, PEAK and 361 degrees at the order meeting, the sports shoes and clothing of five famous sports brands in China once again increased by 20% to one price.

What is the impact of the price increase on the provincial capital market? What kind of response will the consumers make? The reporter visited some of the sports brand stores in the provincial capital.

Businesses are different.

At nine a.m. on July 12th, reporters came to Liu Xiang, a local sports brand in the provincial capital, to investigate all the domestic sports brand stores as consumers. Perhaps due to working days, fewer people were shopping, most of the sports shop sales staff were relatively idle, and few customers.

Reporters in Lining, XTEP, PEAK sporting goods shopping center found that most of the price of sports shoes and clothing have not changed, almost the same as in previous years, and some domestic brand businesses also launched various tempting promotional activities for discount sales, the discount range is generally twenty percent off left and right.

Lining, XTEP and other sports brand stores have said that the goods they sell are not rising.

In Anta and 361 degree stores, reporters found that the price of sports shoes and clothing has gone up.

Anta store salesperson told reporters: "at present, all kinds of raw materials prices have gone up, of course we will go up."

361 degrees store sales staff said: "sports shoes and clothing prices have risen by fifty or sixty yuan, autumn clothing will be more expensive."

Market reaction is flat.

In the interview, the sales staff's views on the price increase of the sports goods are basically the same: with the price rising, the price of sports goods is inevitable.

Most consumers do not know much about the price increase.

But if the quality of domestic sports brand is to be purchased with the price of foreign sports brand after the price rises, consumers will still be willing to spend more money on sports shoes and clothing of foreign sports brands.

A consumer who is buying sports shoes said: "if the price of domestic sports brand changes little, it will not have much impact on my choice, but if the price is too high, I would rather choose foreign sports brand.

But for the time being, it has not affected me. "

Consumers say so.

In the foreign sports brand monopoly area of Meisha International Sports City, many customers are trying on sports shoes, and the price of their sneakers is generally over five hundred or six hundred yuan.

In contrast, the price of sports shoes is generally one hundred or two hundred yuan cheaper than foreign brands, but few customers are patronizing.

Explanation of manufacturer

Then, what explanation does the manufacturer give to the price increase?

Zhang Xiaoyan, director of external affairs and public relations of Li Ning Co, said: "the cost of raw materials, human resources and the cost of rentals brought by commercial real estate are increasing. All sports brands can only respond to the same price increase.

In fact, in the whole price increase factor, the increase of store rents is greater than that of labor costs.

An industry expert, who does not want to be named, said that for some domestic sporting goods brands that still rely on price advantage to compete in the market, the price increase will be faced with some risk of losing part of the market. However, if the price is not adjusted, I am afraid there will be no chance to enter the market in the future.

PEAK sports brand publicity official said, the reasons for the collective price rise of the domestic sports brand shoes and clothes come from many aspects: first, the rising cost of products, such as the rise in the price of plastic oil and the increase in labor costs; two, the increase in operating costs, such as the increase in the cost of the sale of the terminal, which is much larger than that of the case, and the astonishing increase in the price of the shop in one year. Three, the major sports brands are actively using new technologies to develop new products, so as to adjust the price of shoes and clothing products for the sake of enhancing their brand value.