波司登(03998.HK)料未来3年内产品均价提升至1,800至2,000人币
波司登(03998.HK)首席财务官兼副总裁朱高峰表示,集团持续转型向中高端市场发展,考虑到疫情下消费者心理变化,上半财年加推中端价位产品,目前整体产品平均售价1,500元人民币(下同),预期未来2至3年内产品均价可提升至1,800至2,000元;现时售价约1,800元中高档价位产品占比约为30%,料今年占比可提升至40%。
品牌羽绒服业务的总零售网点中,有约73%位於三线及以下的城市。他表示,随着集团走向中高端市场,一、二线城市销售点也会相应逐步增加,但强调目标客群以年轻人为主,而三线及以下城市90後消费者占比有约50%,且对定价接受程度高,预期网点布局比例不会有大幅度变化。
截至9月底止中期,主营业务品牌羽绒服业务占总收入比重约64%。他指出,集团近年战略为集中发展主品牌,预期全年品牌羽绒服收入占比将提升至80%。问及冬季销售展望,朱高峰指出,过去的国庆长假及「双11」表现理想,预期若疫情未有太大反弹,增长趋势可持续至农历新年。
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