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].

来源丨凤凰网财经《公司研究院》 近日，斐乐（FILA）被推上风口浪尖。 河南郑州一位顾客发帖，称在正弘城FILA KIDS门店为孩子购鞋。从进店、试穿到使用店员提议的优惠券完成购买，过程顺利。事 后，顾客发现店员将其会员信息备注为"11.23号注册的，就买一双鞋子，一直嫌贵"，标签为"买双鞋子都嫌贵"，并将该截图误发至 会员群。 图源网络 事件最终以FILA在相关帖子下公开致歉告一段落。 而在该事件的相关评论区，不少网友为该消费者打抱不平，直言："买东西嫌贵是正常的事，消费者有选择权。"更多声音则指向品 牌本身，吐槽"斐乐确实贵"。 FILA官网数据显示，其男女士运动鞋价格在880元-1780元之间，儿童鞋的价位在480-1380元区间。 一场因店员失当行为引发的风波，意外演变为对斐乐定价与服务态度的拷问。 01 "你们有多高贵？" 据该网友的帖子描述和聊天截图，其从进店到结账不到十分钟，孩子一共试了三双鞋子，最后用券甚至是店员提议的，没有想到后 续看到这样的备注。在看到会员群里的备注后，她愤怒发问，"就买一双鞋子有问题吗？""你们有多高贵？" 图源网络 该顾客在群内质问后，引发其他会员不满。一位自称店长的人 ...