Sports Brands At Home And Abroad Are Rising In Price.

Recently,

According to the announcement, the price of shoes will increase by 7.8% in the fourth quarter and the clothing will increase by 17.9%.

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The sports shoes and clothing of the five famous sports brands in China once again increased by one to 20%.

At this point,

International brands such as the beginning of this year also had a certain price increase.

After the news of the price increases of the five major sports brands has spread, all kinds of abuse can not be heard in the ear.

Netizens such as "Lining, price increases are possible", "Anta, rising prices will never stop", "361 degrees, more than one yuan" and other ridicule sarcastic speech directly reflects the consumer's dissatisfaction and conflict against the rise of the five major sports brands.

This kind of conflicting psychology has the most direct impact, which is the decline in sales of the five major brands.

It is reported that in a large shopping mall in Nanjing, even if the domestic sports leisure brand boss Lining, the recent monthly sales volume is only more than ten million yuan.

In the same way, the international outdoor sports and leisure brand is enjoying a bright day of revenue.

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And other outdoor sports and leisure brand counters, sports shoes at the lowest price is also about 500 yuan, however, the price of a single piece of goods at thousands of prices did not hamper product sales, and even compared with last year, many outdoor sports brand sales in this year's sports brand rise in the background, but increased.

In the period of China's total inflation, the most sensitive to price increases is the middle and low income class. For those high income groups, the impact of price rises on them is negligible.

In the domestic market,

The target consumers of other sports brands are mainly middle and low income class students, some of them are shopping students, others are middle school students accompanied by their parents.

According to the survey, college students buy a pair of sports shoes can accept the highest price is more than 200 yuan, a set of sportswear price is not more than 200 yuan, if the price goes up again, that may not be able to bear.

The main reason for such consumers to choose domestic sports brands is that their prices are relatively low.

If the price of these domestic sports brands exceeds their psychological expectations, they will not hesitate to choose cheaper brands.

But for

These outdoor sports and leisure brands, their target consumer groups are mainly 30-50 year old social backbone, most of these people have a good economic foundation, they pay more attention to class and psychological enjoyment, product prices in their eyes are often a factor of neglect.

Therefore, even in the face of large price increases, their desire for luxury goods and luxury goods may only increase, not to mention that the current amplitude is not too big a price increase.