Daphne'S Growth Path

Whether in Shanghai or Beijing or in Suzhou or Dongguan, you can see young white collar women with Daphne shoes in cities all over the country.

The brand named "goddess of beauty" in Greek mythology has been launched since the early 90s. It has won the favor of the fashionable women. Its products are popular all over the country and are second to none in the footwear industry.

The Yung Wing Group, which founded this brand, has decades of experience in professional shoe making in Taiwan.

After the opening of the two sides of the Taiwan Strait in 80s, Yong en began to expand business in the mainland of China. In 1990, Daphne entered the mainland's domestic market with its own brand.

Since 2003, the company has launched a comprehensive expansion at the rate of 150 stores in mainland China every year.

In 2005, Daphne redesigned the store image and divided it into Daphne D18 youth shop and Daphne D28 classic store, making the brand positioning more specific and specific, and entering the Taiwan market in 2006 to copy the successful experience of mainland China to Taiwan.

In addition, in early 2003, the group gained the cooperation of the world and the famous sports brand Adidas Classic Series in China, and is fully responsible for the retail expansion business of the product in mainland China.

What is the marketing and management secret of Daphne?

The strategy of "rural encircling the metropolis"

The structure of Daphne's operation in China is: the head office, the branch store.

Among them, the head office formulating the development strategy of Daphne in China, formulating the company's annual work plan, cost control and branch business management.

The branch is responsible for implementing the strategy of the head office and managing the stores and stores.

The work includes: opening new stores, applying for opening shops, signing contracts, opening stores, managing branch personnel, achieving sales targets of branch companies, and implementing sales promotion activities of the head office.

In terms of logistics, the branch stores sell goods from the head office to the branch offices, and the branches distribute goods to stores.

In terms of management, the shop assistant is responsible for the management of the store manager, who is responsible for the sale of the stores, the supervision of the store manager and the management of the shop assistants.

In the early days, wing en group took the wholesale marketing mode, but there were many blind spots. In 1996, it changed from wholesale to self owned store, from 2002 to 290 stores and 453 stores, and more than 50 in Shanghai, becoming the main battlefield of Daphne.

There are more than 100 counters in department stores, 388 in joint sales, and the rest are buyout agents. Altogether, there are more than 1000 marketing bases in mainland China.

The advantage of the franchised store mode is that it can master its own power and price on its own. The distribution system of wing en group has been able to sell the shoes it sells today, which is quite flexible and flexible within 24 hours. It also shows that its logistics management is quite good.

In addition, wing en group and zero level shoe processing center in two tier cities, to effectively solve the inventory problem, avoid excessive inventory pressure on capital turnover, zero code processing center can clear inventory, because the two tier city shoes requirements are not as popular as the first tier cities, so zero code shoes in the two tier cities are still very popular, so the shoes can not sell well to two grade cities to sell.

According to the statistics of Yong en group, although the first class cities in China have large population and considerable sales, the relative cost and the rent are also very high. The real money making is the provincial capital city of the two level.

Take 2001 as an example. The fastest growing area of Daphne was the southeast coastal area which was regarded as a dangerous road in the past. Daphne opened four stores in Shenzhen at one breath, and each shop made money. In total, Guangdong's performance in 2001 was two times higher than that in the past three years.

Sales are the focus of Daphne.

Daphne has hired Lin Zhoumin, the world's top master, to re plan its ultra modern storefront. Pop stars are invited to write an advertising song, which is sung by SHE and Rene Liu as a store song.

It is estimated that within ten years, Daphne's stores and counters will open to 3000, and will continue to occupy the Chinese mainland market in a "rural encircling metropolis" mode.

Thousands of outlets and sales all over the country have become a bargaining chip for Daphne to cooperate with international brands.

Adidas classic series takes advantage of this advantage and chooses to cooperate with Daphne.

In 2002, two Adidas classic stores were first opened on the first floor of the five floor of the city and the first floor of Hong Kong Hui square in Shanghai. The leisure and fashionable storefront style and the leading products attracted many consumers' attention.

Wing on group is confident of the promotion of Adidas Classic Series in China, and plans to expand it to all parts of the country when the Beijing Olympic Games are held in 2008.

Marketing methods are multi pronged.

Daphne implements a multi pronged approach to marketing, including consignment joint ventures, self-employed agents, buyout and franchised stores.

Take the monopoly as an example, it is also divided into two types: direct operation and franchise.

Direct chain stores reduce the links in the circulation process and increase profits.

Moreover, as an image display, especially the flagship store's image display is very convincing and reference, it can effectively show the strength of the company and provide image standardization.

At the same time, directly facing the market will help enterprises obtain the most effective market information and understand the characteristics of consumers' needs.

The company also has direct control, convenient operation and management, and can perfectly reflect and execute the company's marketing concept.

It can be said that the expansion of direct chain scale is in the "enclosure", laying a good channel foundation for the future diversification of enterprises.

However, there is one of the biggest disadvantages in the straight camp, that is, the high expansion rate is too high on capital pressure.

When the chain stores reach more than 1000, the difficulty of management will be dramatically enlarged.

In addition to direct chain stores, franchised stores are another force contributing to the sales of Daphne women's shoes.

In 2003, Daphne made 800 million yuan sales in China, and franchising made 30% sales contribution.

What is the status of Daphne franchising?

Daphne has 16 branches in the whole country, except the franchised retailers in the jurisdiction of the Shanghai branch, and the other 15 branches are not directly covered by the chain store network. The Daphne shoes sold in this area are all Daphne products of the franchisee.

Daphne will classify franchised stores into two categories: one is the franchised retailers hosting, that is, franchisees meet Daphne's joining requirements and sign a franchise contract. The management of exclusive stores is managed by the regional branches of the store, maintaining brand image and daily operation and management, but the recruitment and salary payment of franchised shop assistants are undertaken by franchisees.

The other is the franchisee's own operation, that is, the franchisee sells its own products and manages itself. The brand image must be implemented according to the requirements of joining the franchise. The operators of self owned franchised stores generally have good management experience.

In order to control risks, Daphne strictly set up the entry threshold for franchised retailers, requiring single retail outlets or franchised stores as the business premises. In strict accordance with Daphne's channel planning requirements and store opening standards, Daphne brand standard stores are set up to sell Daphne products in a buyout mode, and can only operate wholesale business without retailing.

In terms of funds, retailers who apply for franchised stores must have more than 500 thousand of their funds, and more than 150 thousand of the brand stores. In terms of management, franchisees are required to have brand monopoly sales management and chain operation experience, knowledge and so on.

Qianjin forging gold brand

Behind the widespread marketing and multi pronged marketing strategy, Daphne has a core idea of "brand".