The Five Major Leisure Sports Brands Collectively Rose By &Nbsp; Prices Were High And Sales Were Low.

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Events:

Sports and leisure brand price increases

The Li Ning Co Ltd announced in July 7th that in the fourth quarter of 2011, the average retail price of clothing and footwear products increased by more than 10%. At the same time, the expression of the downward trend of ordering quantity was also more obscure: "the order reduction rate is about high unit number."

Although the retail discount rate increased slightly compared to the same period last year, as of June 30th this year, it did not seem to have changed the decline of the business performance. "The inventory level of the retail end has increased compared with the end of last year", "the overall sales revenue of the group will be about 5% lower than that of the same period last year".

According to Caixin net, after Anta, XTEP, PEAK and 31st degree issued a news conference at the order meeting, the price rose to 20% again.

In the 2010 annual report released by XTEP International Holdings Limited in March this year, the average selling price of shoes and clothing products (wholesale prices) increased by 5.4% and 10% respectively over the same period last year.

Meanwhile, Peak Sport Products Co Limited mentioned in the 2010 annual report that the average unit price of clothing products increased from 53.4 yuan in 2009 to 56.7 yuan in 2010, or 6.2%.

Investigation:

Nanjing market has not yet appreciated in price.

In July 12th, during the reporter's visit, it was discovered that the brands mentioned above did not rise in Nanjing recently. As the market is currently playing the main role in summer clothing and shoes and hats, it is not affected by the fourth quarter order price.

A number of salesmen said that at least no notice of price adjustment has yet been received, but there is almost no exception that this year's price is higher than the same period last year.

In parallel with domestic brands, the price of international sports and leisure brand giants Nike and Adidas in Nanjing has also risen this year.

The salesperson of Nike counters told reporters that this year's footwear and clothing products had gone up twenty or thirty yuan compared with last year, and the T-shirts of the same style were priced at 199 yuan last year, and the price is 229 yuan this year.

Adidas's salesperson said that each product of the brand also almost floated tens of yuan to 100 yuan, and it is expected to raise about 60 yuan in January next year.

As for the rise of domestic brands, Nike, Adidas and MIZUNO salesmen said that because of the relatively fixed customer base of their brands, the price of other brands had little effect on their prices and sales volume.

Reaction:

The price is high and the sales volume is low.

During the visit, Lining's salesperson told reporters that this year's price has gone up compared with last year, which also directly led to a slight decline in sales.

The sports shoes and shoes rack of the special counter shows the price of all kinds of sports shoes, such as sports, leisure, running, outdoor sports, tennis, badminton and so on.

Among them, the lowest price of sports leisure and running series is 219 yuan, and there are 269 yuan, 299 yuan and two price points under 300 yuan.

Then the three models are priced at more than 300 yuan.

And the price range of a summer sweater is also 159 yuan, 179 yuan, and 199 yuan, and the price of a sport shorts and trousers is over 100 yuan.

"We are still at school now. The highest price we can buy for a pair of sports shoes is 200 yuan, and the price of a sweater is best not more than 200 yuan.

If prices go up again, we may not be able to afford it. "

Xiao Wang, a sophomore in a university in Nanjing, told reporters.

In Lining, Anta, XTEP, 360 degrees, PEAK and other counters, consumers are mostly students, some are shopping students, some are accompanied by their parents.

"The child is still at school, and it is not necessary to buy three hundred or four hundred or five hundred or six hundred sports shoes."

A parent said when he selected shoes for his children.

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Dilemma:

Cost increase + "strong enemy takes food"

In Li Ning Co Ltd's announcement, gross profit margin has fallen by 1% compared with the same period last year, and the chief culprit is "the new wholesale discount rate policy, raw materials, labor and other production costs".

PEAK also analyzed in its annual report that the increase in production costs is the driver of price increases.

A staff member who has been engaged in sports and leisure brand marketing told reporters that the rise of human cost and outdoor sports brand is the key factor leading to the diversion of the share of the original sportswear and clothing market share.

"This year, the bottom salary of Lining, XTEP, PEAK and other sports leisure brands has been improved.

Lining's salesperson will pay 1140 yuan a month at the end of this year, or 850 yuan last year, and the base salary of XTEP's salesperson was 960 yuan last year.

She said almost every sports leisure brand salesperson's base salary has increased by two hundred or three hundred yuan this year.

"Besides, outdoor sports brands are now on fire, and their sales volume is probably higher than that of sports and leisure brands."

According to its introduction, in a big shopping mall in Nanjing, even if Lining, the leader of the domestic sports leisure brand, the monthly sales volume in the near future is only more than ten million yuan.

Similarly, sports brand, outdoor sports and leisure brand is ushering in the bright day of revenue.

In the outdoor sports and leisure brand counters such as Pathfinder, Northland, OZARK and so on, the lowest price of sports shoes is around 500 yuan. However, the price of a single item at a thousand times does not hinder the sale of products.

"Customers who buy shoes, clothes and sports equipment at the store are mostly 30-50 years old. They generally like to travel, and some will buy a set before going abroad. Now though it is off-season, many people travel to Tibet, so the sales volume has always been good."

The salesperson of OZARK counters told reporters that their sales increased somewhat compared with last year, and the monthly sales volume is more than ten million yuan.

And in the Pathfinder and Northland LAN counters, the salesperson said its sales in recent months were 200 thousand yuan and 300 thousand yuan respectively.

Although the price of products increased by 10%-20% over the previous year, they agreed that the consumer group's economic foundation is better, and the price fluctuation has little influence. Moreover, with the improvement of the quality of life, more and more consumers are seeking adventure and travel. This is the psychological basis for outdoor sports brand management.

The price of famous sports and leisure brands at home and abroad rose almost at the same time. Is there any possibility of price monopoly?

Zhao Jidong, director of the consumer price office of the Jiangsu investigation team of the National Bureau of statistics, said in an exclusive interview with the express reporter that clothing belonged to the commodity priced in the market. "It depends on whether they have agreed to raise their prices before."