Over the past few years, a number of sports brand clothing in China has started a "rising tide" again after the beginning of the year. Continuous price increases, so that some of the current domestic sports brand product prices rose to two digits, far higher than the first half of this year, the consumer price index rose by 5.4%. The author thinks that the reason why these enterprises increase prices is not only difficult to convince the public, but also helps to keep prices high.

Looking at the reasons for the rise in the price of this brand, " cost Promotion is the reason for the consistency of brands. They say that the cost factors such as raw materials, manpower and store rents have led to a low profit margin and have to ease the pressure of enterprises by raising prices. But in fact, the main driver of the last round of clothing price adjustment is "Crazy". cotton The price has dropped from high. In addition, the price of chemical fiber, one of the raw materials of clothing, has dropped markedly after entering the second quarter. There are various signs that the "cost push theory" can hardly become the reason for the price rise of sports brand clothing.

In recent years, with the improvement of the income of residents in China, more and more people's cultural and recreational activities have taken place, thus bringing about the ascendant of sports leisure clothing industry. The wide market, plus the brand added value of sports brand, has a large proportion in its price, and its huge profit space has attracted many manufacturers to intervene. As a result, the sportswear market in recent years has shown many brands competing for good looks and full competition.

Objectively speaking, domestic sports brand in recent years Clothing sales volume The growth depends largely on its low price advantage compared with international sports brand clothing. This year's continuous price increase has reduced the price advantage. The price of some domestic sportswear is almost the same as that of the international brand clothing, which will have a certain impact on its sales volume. If the domestic brand clothing causes a large number of consumers' losses due to the rise in price, causing the shrinkage of sales volume, and ultimately leading to the decline of corporate profits, it is obviously a kind of irrational behavior which is contrary to expectations and gains more than gains.

I believe that under the current pressure of rising prices, the domestic sportswear enterprises should clearly recognize their positioning and target groups in the competition with international brands, and should not easily follow suit. The wise move should be to actively explore the effective way of turning passivity into initiative, and strive to win greater market share through the way of "quality and price protection". When price adjustment is needed, there must be a clear price gradient for price adjustment time, price adjustment range and price adjustment area. In this process, the most important thing is to guard against the loss of consumers. Only those enterprises that emphasize the needs of consumers and adhere to the concept of "consumer oriented" and "consumer first" will remain invincible in this round of market competition.