「买双鞋子都嫌贵」，斐乐惹怒中产

Core Viewpoint - FILA is facing significant challenges regarding its pricing strategy and customer service, highlighted by a recent incident involving a store employee's inappropriate remarks about a customer, which has sparked widespread criticism and raised questions about the brand's value proposition [4][9][15]. Group 1: Incident Overview - A customer in Zhengzhou reported an incident where a FILA employee made derogatory remarks about her purchase behavior, labeling her as "complaining about the price" after she bought a pair of shoes for her child [4][11]. - The incident led to a public apology from FILA, acknowledging the employee's misconduct and emphasizing that it violated company guidelines [15][31]. - The backlash from this incident has prompted discussions about FILA's pricing and service quality, with many consumers expressing dissatisfaction with the brand's perceived elitism [7][9][16]. Group 2: Pricing and Product Information - FILA's official website lists its adult sports shoes priced between 880 yuan and 1780 yuan, while children's shoes range from 480 yuan to 1380 yuan [8]. - The brand's positioning as a "high-end fashion" sports label has come under scrutiny, especially in a competitive market where it struggles against both lower-end brands and established players like Nike and Adidas [34]. Group 3: Financial Performance - According to the 2025 semi-annual report, FILA generated 14.2 billion yuan in revenue, accounting for 36.8% of Anta's total revenue, with an 8.6% year-on-year growth [31]. - FILA's gross profit reached 9.64 billion yuan, maintaining a high gross margin of 68%, although it has seen a slight decline [32]. - The brand's store efficiency is notably higher than that of its parent company Anta, with FILA stores generating approximately 4.6 times the revenue and profit compared to Anta stores [32][34]. Group 4: Market Challenges - FILA is experiencing a slowdown in growth and faces challenges from both external competitors and internal brand dynamics within Anta's portfolio [31][34]. - The brand's high-end positioning is becoming increasingly difficult to maintain in a market where consumer preferences are shifting towards more affordable options and where competition from local brands is intensifying [34].