“买双鞋子都嫌贵”，安踏“家族”的斐乐有多高贵?

Core Viewpoint - The incident involving FILA has sparked significant public scrutiny regarding its pricing and customer service attitude, highlighting a disconnect between the brand's premium positioning and consumer expectations [4][6][18]. Group 1: Incident Overview - A customer in Zhengzhou reported that a FILA KIDS store employee improperly labeled their membership information, leading to public backlash and an apology from the brand [4][11]. - The incident has prompted discussions about the brand's pricing strategy, with many consumers expressing that it is normal to find products expensive [4][6]. Group 2: Pricing and Product Range - FILA's official website lists men's and women's sports shoes priced between 880 to 1780 yuan, while children's shoes range from 480 to 1380 yuan [5]. Group 3: Customer Service Issues - There are numerous complaints on social media regarding FILA's customer service, with customers reporting dismissive attitudes from staff and inadequate assistance during their shopping experience [12][16]. - A significant number of complaints (7833) have been recorded on third-party platforms, primarily concerning product quality and refund issues [17]. Group 4: Brand Performance and Challenges - FILA, once revitalized under Anta's ownership, has seen its growth slow down in recent years, with revenue for the first half of 2025 reaching 14.2 billion yuan, accounting for 36.8% of Anta's total revenue [23]. - Despite a high gross profit margin of 68%, FILA faces challenges from both external competitors like Nike and Adidas, and internal competition from other Anta brands [24][25].