The Sports Brand That Has Not Been Adjusted For Many Years Is Finally Unable To Hold Back.

The sports brand that has not been mentioned for many years has finally been held up recently.

First is

Speaking out, saying that the cost is high, the plan "raise the price will reach two digits". Subsequently, Nike executives also pointed out that the only way to ease the rising cost pressure is to raise prices.

Insiders know that if Nike raises prices, Adidas will follow up completely. Once the price rises are finally settled, the sports brand industry will face a time of comprehensive price adjustment.

Starting from 2008, the sports brand with declining sales has finally started to climb slowly in the second half of last year. Choosing to raise prices at this time may be a good choice.

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How can sports brands not raise prices when prices of raw materials increase substantially?

The head of a sports mall said that all industries are now under the pressure of a substantial increase in the price of raw materials, only to see who does not hold up first.

according to

A recent public information shows that the company can only lock in raw material prices in the next 8 months, and the cost will rise by 20% during that period.

Compared with men's and women's clothing, finger counting can be counted in sports industry brand, obviously maturity and monopoly are higher.

So, if a price rises, you can understand it by sweeping a glance.

For example, the fourth quarter of last year's order meeting, Lining footwear products average retail price increased by 7.8%, once caused agents dissatisfaction.

"The average retail price of Lining's clothes and shoes was around 300 yuan, which is far higher than this year."

According to industry sources, the price of the next order will be further adjusted.

One side

In the brewing price adjustment, and on the other hand, Nike and other brands are facing a shortage of goods.

"In the past two years,

There has been constant supply of goods. "

Insiders say Nike's products are often embarrassed by shortages.

"The company's inflation expectations are not enough, and there is no immediate adjustment of the production costs of the upstream processing companies. The processing companies are reluctant to produce goods, which directly leads to the fact that the goods cannot be kept up after the order is placed."

Not a few

The agents revealed that 30% of the orders placed on the order meeting in the second half of last year were not on the counter. The upstream processing enterprises either dragged on time, or simply said that such a low price could not be done.

If it were not for such a serious shortage, Nike might not consider shaking the price system for many years.

Despite the pressure of rising costs and insufficient supply of goods, Nike and Adidas did not dare to raise prices very much, and they did not dare to go up too much. Therefore, although Nike and Adidas did not respond positively to the problem of price increase, many agents already had a good idea, and the price increase of 10% was probably the limit.

"In order to

For example, the average price of shoes is about 600 yuan, the average price of summer clothing is 200-300 yuan, and winter clothing is 600-1000 yuan. If the increase is around 10%, that is 20-100 yuan, which is not very different for consumers.

A Nike agent revealed that as long as the price increases within 100 yuan, the guests will not feel obvious and will not affect sales.

Nike and Adi also revealed that the price range of sports products will not be too great, but Nike's basketball series, 360 series, and ADI's Clover series may quietly raise the price, and make up for the limitation that sports series can not substantially increase prices from side.