Core Viewpoint - The price of badminton has surged significantly, becoming an "irreversible" trend, with major brand Yonex increasing prices by 14% to 31% across its product range, leading to a notable rise in revenue despite consumer complaints about affordability [1][2][5]. Company Performance - Yonex reported a net sales increase of 18.8% to 79.532 billion yen (approximately 3.595 billion RMB) for the first half of the 2026 fiscal year, with operating profit rising by 15% to 8.847 billion yen (approximately 400 million RMB) and net profit increasing by 17.4% to 6.371 billion yen (approximately 288 million RMB) [2][4]. - The company's sales in China reached 68 billion yen (approximately 3.3 billion RMB) for the 2025 fiscal year, marking a 24% year-on-year growth and accounting for 49.2% of its total revenue [11][12]. Market Dynamics - The badminton industry is experiencing rising prices due to a decrease in the supply of duck and goose feathers, which are essential for producing high-quality shuttlecocks. This has led to a concentration of price-setting power among a few major manufacturers [7][10]. - The average annual consumption per person in the Chinese badminton market has increased from 300 RMB a decade ago to nearly 3000 RMB, indicating a growing market potential [15]. Competitive Landscape - The competition in the badminton market is intensifying, with brands like Li Ning and Victor also raising prices. In contrast, lower-priced brands are attracting younger consumers with affordable options [16][20]. - Yonex has been increasing its marketing and promotional efforts globally to maintain market share amid rising competition [18]. Consumer Behavior - Due to frequent price hikes, consumer participation in badminton has reportedly decreased, with lower-end products facing slow sales and mid-to-high-end products also experiencing a decline in demand [20].

（原标题：这家日本品牌，吃到了中国的"羽毛球红利"） 作者 | 谢芸子 编辑 | 张帆 羽毛球的价格暴涨已成为"不可逆"的事实。 今年7月，全球第一的羽毛球品牌尤尼克斯（YONEX）再度发布调价通知，其中的主流球款价格涨幅皆 在14%—31%。主力产品"AS-05EX羽毛球"，更是从2024年4月的210元/打（12个）上涨到现如今的350 元/打。 这已是尤尼克斯近两年来的第三次涨价。在此前多家媒体的报道中，李宁、威克多、亚狮龙等主流羽毛 球品牌，也出现了不同幅度的价格上涨。 一般情况下，一个羽毛球的"生命周期"至多在30分钟。羽毛球的连年涨价，也让绝大多数羽毛球爱好者 调侃，"打球就像朝天上撒钱""月入两万也打不起羽毛球"。 36氪根据公开资料整理 然而，就在中国中产因此"叫苦连天"之时，尤尼克斯却接连创下营收新高。 不久前，尤尼克斯发布了2026财年半年报。截至2025年9月30日的6个月内，尤尼克斯的净销售额同比增 长18.8%至795.32亿日元（约35.95亿元人民币，下同）。 营业利润方面，报告期内，尤尼克斯同比增长15%至88.47亿日元（约4亿元），归母净利润同比增长 17.4%至63.71 ...