Lining And Other Sports Brands Were Further Raised By &Nbsp; Some Of Them Rose To Two Digits.

Since the first quarter of the price increase, including

Some brands rose to two figures.

Reporters learned from some domestic sports brand enterprises that a new round of price increases is brewing in the industry.

Xu Ruikun, Lining's 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%.

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, and some products rose by two digits.

In the face of the rising price trend of domestic sports brands, consumers said they could not afford to hurt.

Many netizens also quipped: "Lining, price increases are possible", "Anta, the price will never stop", "361 degrees, more than a piece of money".

Price rise "coincide" as what?

How does the price rise of various enterprises so "consistent"? Many brands insist on "cost push theory", claiming that the cost factors such as the rents of raw materials, manpower and commercial real estate rents have led to a low profit margin and have to ease the pressure of enterprises through raising prices.

Zhu Qinghua, a light industry researcher at CIC, pointed out that increasing cost pressures is an indisputable fact, but the domestic sports brand is far from reaching the point where it can not rise.

The reporters found that the price of "crazy cotton", which was once the main driver of the price adjustment of the sports brand, has dropped from the high level, and it is difficult 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 shows that 4~5 is in a weak state this year, which is related to the decline of international crude oil prices in April. The return of PTA price has also lost the driving force of cotton.

Compared to the high price in March 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 the cost of labor in Jiangsu and Zhejiang textile enterprises, and remained stable at the end of the two quarter.

"In fact, the profit margins of sports brands are enough to digest the pressure brought by the rising costs, and the brand chooses to increase the price at this time. First, we can take the cost pressure as a reason, weaken the sensitivity of consumers to the price increase, and second, we can improve the profit margin and maintain the leading position."

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.

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.