Core Viewpoint - The incident involving a customer being labeled as a "price-sensitive customer" by a FILA employee highlights deeper issues within the brand's management and customer service approach, reflecting a disconnect between its high-end positioning and actual consumer experience [2][5][19]. Group 1: Pricing and Market Position - FILA's pricing for children's shoes ranges from 480 to 1380 yuan, significantly higher than the mainstream market price of 100 to 200 yuan, indicating a premium positioning [3][19]. - The brand's strategy to target high-end consumers has led to a perception of elitism, which may alienate a broader customer base [27][30]. Group 2: Brand Management and Consumer Trust - The labeling incident has triggered a trust crisis, revealing a lack of respect for consumers and a failure in the brand's service ethos [6][12]. - Complaints about service quality and product issues have surged, with over 10,000 complaints reported, indicating systemic problems within the brand's customer service framework [12][13]. Group 3: Financial Performance and Growth Challenges - FILA's revenue growth has shown significant fluctuations, with a decline in growth rates from 25.1% in 2020 to just 8.6% in 2025, suggesting a slowdown in its expansion [19][21]. - The brand's operating profit margin has decreased, with a drop in gross margin to 68%, raising concerns about its profitability amidst rising costs [21][22]. Group 4: Strategic Recommendations - To regain consumer trust and align with its premium positioning, FILA should focus on improving its service quality and employee training, ensuring that staff embody the brand's values [35][36]. - The company needs to shift its growth strategy from quantity to quality, emphasizing brand value and customer experience over mere expansion [31][33].

23日，有消费者发文称，她在郑州一家"FILA KIDS"（斐乐儿童）店面给孩子买鞋，后发现被店员私下备注"买双鞋子都嫌贵"。 图：该消费者在社交平台上的发帖 该消费者表示，当日从进店到结账不到十分钟，孩子一共试了三双鞋子，并使用了优惠券。然而，在该店店员把消费者的客户添加截图发在会员群时，备 注中的描述标签中显示"买双鞋子都嫌贵"。 截图发到会员群后，不少顾客感到震惊，认为买鞋子使用优惠很正常，还有顾客表示要退群，以后也不会再买。 图：会员群部分聊天记录 一名自称店长的群友在群内表示："关于员工备注问题的，我们深感抱歉，关于备注我们是想要更加细致，但是我们绝对没有不尊重顾客，顾客进店也可 以感受我们的服务。关于我们服务是否有问题可以对我们及时进行指证，我们是想要服务好每一位进店选购斐乐的顾客，打搅到各位时间，实在不好意 思。" 值得一提的是，该贴发出后，在网友帖子的评论区，FILA消费者体验官方服务号进行了回复："尊敬的顾客您好，我们为您在FILA KIDS郑州正弘城店所 经历的不快体验表示最诚挚的歉意。我们已第一时间与门店负责人了解情况，并对存在失当行为的员工进行了严肃的批评。类似这样的行为是绝对不被允 ...