波司登(03998.HK)料未來3年內產品均價提升至1,800至2,000人幣
波司登(03998.HK)首席財務官兼副總裁朱高峰表示,集團持續轉型向中高端市場發展,考慮到疫情下消費者心理變化,上半財年加推中端價位產品,目前整體產品平均售價1,500元人民幣(下同),預期未來2至3年內產品均價可提升至1,800至2,000元;現時售價約1,800元中高檔價位產品佔比約為30%,料今年佔比可提升至40%。
品牌羽絨服業務的總零售網點中,有約73%位於三線及以下的城市。他表示,隨著集團走向中高端市場,一、二線城市銷售點也會相應逐步增加,但強調目標客群以年輕人為主,而三線及以下城市90後消費者佔比有約50%,且對定價接受程度高,預期網點佈局比例不會有大幅度變化。
截至9月底止中期,主營業務品牌羽絨服業務佔總收入比重約64%。他指出,集團近年戰略為集中發展主品牌,預期全年品牌羽絨服收入佔比將提升至80%。問及冬季銷售展望,朱高峰指出,過去的國慶長假及「雙11」表現理想,預期若疫情未有太大反彈,增長趨勢可持續至農曆新年。
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