这家日本品牌，吃到了中国的“羽毛球红利”

Core Viewpoint - The price of badminton has significantly increased, with Yonex, the leading global brand, raising prices by 14% to 31% for its main products, indicating a trend that is becoming "irreversible" [1][2]. Group 1: Price Increases and Financial Performance - Yonex has raised the price of its flagship product, the AS-05EX badminton, from 210 yuan per dozen to 350 yuan, marking the third price increase in two years [1]. - For the first half of the 2026 fiscal year, Yonex reported a net sales increase of 18.8% to 795.32 billion yen (approximately 35.95 billion yuan), with operating profit rising 15% to 88.47 billion yen (approximately 4 billion yuan) [2][3]. - The company's net profit for the same period grew by 17.4% to 63.71 billion yen (approximately 2.88 billion yuan) [2]. Group 2: Market Dynamics and Supply Chain - The rise in badminton prices is attributed to a decrease in the supply of duck and goose feathers, which are essential for producing high-quality shuttlecocks, due to a decline in duck and goose farming [4]. - The badminton industry has seen a significant increase in raw material prices, with mid-to-high-end court shuttlecock materials rising by 25% as of early September [6]. Group 3: Market Position and Growth in China - Yonex has established a strong presence in the Chinese market, with sales reaching 484 billion yen (approximately 23.5 billion yuan) in the 2024 fiscal year, surpassing its domestic market in Japan [7]. - The company’s sales in China for the 2025 fiscal year reached 680 billion yen (approximately 33 billion yuan), reflecting a 24% year-on-year growth and accounting for 49.2% of total sales [7]. - The average annual consumption per person in badminton has increased from 300 yuan a decade ago to nearly 3000 yuan, indicating a growing market potential [8]. Group 4: Competitive Landscape - The badminton market is becoming increasingly competitive, with brands like Li Ning and Victor posing significant challenges to Yonex [9]. - Lower-priced brands such as Kawasaki and Hongshuangqi are attracting younger consumers by offering affordable options [10]. Group 5: Marketing and Brand Strategy - Yonex has increased its marketing and promotional efforts globally, including sponsorship of major badminton events and expanding into tennis and golf [11]. - The company's sales and general administrative expenses rose by 15.4% to 260.28 billion yen, reflecting its commitment to maintaining market share [11]. Group 6: Future Considerations - The ongoing price increases may affect consumer behavior, with reports indicating a decrease in playing frequency due to higher costs [12]. - The company needs to balance price increases with sales volume to maintain its brand's premium positioning in the market [12].