Affected by the market, the prices of various brands of footwear products have risen

The positioning of product prices is often closely related to the development of the market. Whether it is the imbalance of supply and demand in the market, or the increase in the price of raw materials for products, it is enough to affect the fluctuation of shoe prices in product prices to some extent.

Recently, Xtep International Holdings announced the relevant data of the Xtep brand fourth-quarter ordering meeting. According to the data, among the various product lines, the amount of orders for key series mainly consisting of running shoes has grown significantly, up 43% year-on-year, of which not only the number has increased by 30%, but also the overall average selling price has increased by 10%.

In fact, according to the 2009 financial report released by ANTA this year, the average selling price of footwear and apparel products for Anta increased by 6.8% and 6.3% respectively year-on-year. According to the market survey, 361 degrees, Hongxing Erke, Peake and others have all increased the selling price to some extent in the market.

In addition, the Jinjiang Department of small and medium-sized brands of shoe prices have also risen one after another, the highest increase of 5% to 6%.

The industry believes that increased market demand, as well as the company's brand image and other factors boosted the first party of Jinjiang sports products to enter the high-end market, at the same time the price of these brands of products will also “rise.” As for the small and medium brands have also mentioned The reason for the price is mainly due to the substantial increase in the cost of raw materials and labor.

To the spring and summer of 2011, the order will be, Jinjiang, a brand of Xi'an agent Wang Xiangyi came to Jinjiang General Corporation to see the goods, orders. However, the price of the shoes at the trade fair made him feel even more pressure. The average price of each pair of shoes was 3 to 5 yuan more.

Actually, there are plenty of brand agents like Wang Xiangyi who are feeling the pressure. They all share a common character. Most of these agents are operating small and medium-sized brands that are just starting up or are developing.

Originally in the market, these brands are not well-known, and product differentiation is not obvious. Isn't today's price increase to make the market even more difficult to exploit? However, as a head office, this can only be a reluctant move.

According to Li Yong, executive director of Feike International Holdings Co., Ltd., affected by the fluctuation of international raw material prices, since the beginning of this year, rubber soles were the first to raise prices, followed by shoemakers including leather, microfiber leather, and mesh fabrics. Materials and accessories have risen to varying degrees in succession. In 779, the cost of shoe materials rose by as much as 10% to 15% this year. This does not include increasing labor costs. As of now, workers' wages have risen by almost 20%. Ding Ruizhan, general manager of Ruizhan Shoes Co., Ltd., said that on the one hand, the cost of shoe materials and labor have been steadily rising. On the other hand, due to the fact that factories and brands are still at a stage of development, they cannot form economies of scale and reduce costs. In this way, small and medium brands have to be forced to Raise the price to meet the need for survival.

Raise the price of star products First-line brands look at Nike and Adidas

In contrast with the small and medium-sized brands in Jinjiang, Jinjiang Sporting Goods First Corps is now self-evident in the domestic market. Benefiting from the massive release of demand from second- and third-tier cities and the gradual increase in the influence of the company's brand, their average selling prices have increased.

Anta once pointed out that the increase in the average selling price of products was due to the increase in market demand and the increase in the company’s brand image.

At the same time, Anta, Xtep, etc. have already realized economies of scale, purchased raw materials in advance, and reduced the impact of price fluctuations, thereby strengthening the company's bargaining power and enjoying discounts for large-scale purchases. This also allows them to control costs. The upper edge is more than adequate.

However, by raising the prices of some celebrity products and linking up with international brands, this is their true intention. Following the announcement at the beginning of this year of being the first Chinese sports brand to serve as a clothing sponsor for the Premier League team Birmingham Football Club for five years 2010-2015, the Xtep ordering meeting just concluded that the development will be in addition to the intrinsic products, the group will The Xtep-Birmingham product line will be launched in the first quarter of 2011. This high-end product will further enhance Xtep's dynamic and dynamic brand image at home and abroad.

Coincidentally, the brand director of Peak (China) Co., Ltd. said Chen Yu, Peak basketball star products will be higher than the price of the original Peak products 50-150 or so, although the price of the same series of products with NIKE still gap, but the use of cost-effective advantages Presumably it will be able to leverage the domestic first-tier cities. This part of the pricing of these products will play a proper role in the brand's high-end development.