Sports Brands At Home And Abroad Rise In Price &Nbsp; Several Families Are Unhappy.

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

Price rises, domestic sports brand is dejected.

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.

Price increases, international outdoor sports brand secretly pleased.

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

In 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 has not hinders the sale of products. Even compared with last year, sales of many outdoor sports brands have risen on the background of the rise of sports brands across the board this year.

The market positioning of products is different.

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 sports brands such as Lining, Anta, XTEP, 360 degree, PEAK and so on are mainly middle and low income class students, some are college students who accompany shopping, 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 the outdoor sports and leisure brands such as Pathfinder, Northland and OZARK, 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, and the prices of products are often ignored in their eyes.

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.