Daphne Expands Six Brand Potential And BELLE "Competing With Taiwan"

　　以上海徐家匯的太平洋百貨為例，你可能同時(shí)可以看到百麗旗下的Belle、Tata、Staccato、Teenmix等多個(gè)品牌，而達(dá)芙妮只有一個(gè)Daphne品牌，顯得形單影只。

 　　   不過(guò)，事情正在改變。

Just after the new year's day in 2010, Daphne announced an agreement with FullPearlInternationalLtd (FullPearl) to acquire a 60% stake in the 195 million Hong Kong dollar.

FullPearl is a BVI company. The indirect holding shoes Shanghai Footwear Co., Ltd. (hereinafter referred to as the footwear industry) mainly operates in the first and second tier cities in mainland China, Taiwan and Hongkong, and runs the retail business of middle and high grade women's shoes. It operates "AEE", "Ameda", ALDO and JessicaSimpson4 brands.

As a result, Daphne's high-end brands increased from the original 2 (Arezzo and Sofft/Born) to 6.

These brands will represent Daphne in the department store with BELLE and Saturday's series of brands.

Although Daphne has expanded to 6 high-end brands, it is still "weak" compared with BELLE.

Statistics show that as of the end of 2008, BELLE has 11 private brands, mainly including Belle (BELLE), Staccato (Staccato), Tata (HERS), Teenmix (Teenmix), Fato (and so on), and Bata, BCBG, Elle and so on 12 proxy brands.

And there are many brands on Saturday.

So, what is the competitive advantage of Daphne compared with BELLE, which has many brands and experienced BELLE in department stores?

Daphne vice president of investor relations admits that in the high-end market, "Daphne's advantage is not so many, and there is no way to compete with BELLE, Saturday and other brands in the short term."

But in the deputy general's view, Daphne has an advantage in the high-end market because of infrastructure construction, because the supply chain system in the first tier cities is already complete.

In addition, Daphne has persisted in the mass market for many years, which is precisely the lack of brand coverage in the high-end line such as BELLE and Saturday.

In the domestic women's shoes market, Daphne is often compared with BELLE, but Daphne's list of direct competitors is not BELLE.

Take a closer look, although the same as the market share of women's shoes, but the two are indeed in some ways on the two parallel lines.

Daphne is not necessarily a place to see BELLE, such as in the street.

The popular market positioning has led Daphne to choose closer to its consumers in the form of street shops. At present, street shops account for 70% of the total Daphne stores.

According to BELLE's prospectus, 84.1% of BELLE's main high-end market is located in the store store in department stores.

Daphne regards Street Based channels as an important competition threshold.

"The street shop is more difficult to build than the store or shop in the department store," the vice president of Daphne said. Because every street shop has to find its own location, each shop has different landlords, and every landlord has different requirements. The whole process is very special, especially in the two or three line or even lower level market. Daphne's street paving channels become an important factor in attracting high-end brands such as Nike and Adidas.

Zhao Xiao, a research analyst at China Merchants Securities (Hongkong), also believes that the sales channel based on street shops is one of Daphne's core competitiveness.

"Daphne's street shops only provide Daphne brand, and Daphne consumers may not come in," an analyst believes, which helps to develop brand loyalty.

In the department store, the brand of women's shoes is very dizzying. The paction of a pair of shoes is likely to be based on the comprehensive consideration of many factors such as brand, style, price, technology, material and so on.

In today's era of diverse consumer tastes, especially female consumers, it is rather naive if a businessman puts a brand's sales entirely on their brand loyalty.

BELLE launched the "combination boxing", that is, trying to fully cover the footwear brand, and even if consumers do not buy BELLE brand, the footwear brand purchased is also BELLE's own brand or agent brand.

This is also a reason why BELLE has launched a brand acquisition in recent years.