Daphne: Women'S Shoes Giant, Quickly Occupied The Mainland Market

How did Daphne successfully play the mainland women's shoes market?

Zhang Wenyi answered very readily. In 1992, it was only to solve the problem of export inventory that it turned into the domestic market. "It's really a lot of fun. We can only say that we got stuck early, and the ads were also fierce at the beginning, and our shoes were really comfortable and fashionable.

It is understood that Yong en group just entered the mainland investment is only 15 million yuan, Daphne women's shoes launched the first year advertising budget of up to 10 million.

So it is "unintentional", but in fact, it is "very careful" in business.

For example, the after-sales service of Yong en emphasizes that the three package policy that guarantees "repair, replacement and refund" within three months will make mainland consumers feel very comfortable.

For example, the design of women's shoes attaches great importance to the investigation of women's feet in every province: like the northern boots, the southern foot is small, the same riding boots, the Beijing ladies need to wear real cowhide and lined with woolen weight to keep warm. Shanghai women emphasize the beautiful shape and high heel.

In order to stay ahead of the women's shoes market and have a certain sense of texture and streamline style, Yung en group also invited designers to help in Italy. Basically, Daphne's women's shoes are closely related to fashion and taste, very much like foreign imports, but the price is a little expensive and not too expensive. Taking into account the beauty of fashionable women's purse, it will deeply capture the hearts of consumers.

In order to further meet the needs of consumers, in 1996, Daphne changed its wholesalers from women's shoes to open their own stores. Nowadays, there are about more than 300 stores in mainland China (48 in Shanghai). There are more than 100 counters in department stores, and the rest are buyout agents. There are more than 800 marketing bases nationwide.

Zhang Wenyi analyzed the advantage of opening his own store: "not letting retailers control you, being led by the nose". In the past, the retail business was good at the beginning of the year, but at the end of the season, they were afraid that they would not buy it again. They could not deal with many stocks. The selling authority was entirely in the hands of others.

After several years of domestic marketing, Zhang Wenyi found that although large cities have large population and considerable sales, the relative rent is also very expensive and the cost is considerable. The real money making is the two level capital city. For example, the same scale stores in Shanghai and Suzhou have similar turnover in one year, but the former rent is about about 1400000 yuan a year, and the latter's rent is only about 400000 yuan.

In the past, Zhang Wenyi always envied the largest shoe store Payless in the United States. The order is 1 million pairs of big handwriting, which can sell tens of millions of shoes in one year. In order to achieve the scale of mass production, Daphne's stores are expected to open to more than 3000 in the next 10 years. "If a store can sell 50 pairs of shoes a day, 3000 will be 150 thousand pairs, and it will not be able to sell 50 million pairs in one year to match Payless."

The vast domestic market in the mainland has indeed made many people realize their dreams here. But as Zhang Wenyi reminded, "here is not gold everywhere, but only by diligence, skill and system."

He used the word "fortune two" to describe the spirit of Yong en group. No matter the cadres in Taiwan or the mainland, they had to get up at 6:40 every morning, and had breakfast at 7 o'clock, and had been busy until 10 o'clock in the evening.

Seeing the ability of Yong en group to sell domestically, two years ago, Taiwan's real pot coffee took the initiative to come to the door. At present, the two sides have opened 13 chain stores in Shanghai, and there are 16 stores in the field, and 8 of the shops have already made profits.

In addition, Nike Ju sports shoes also signed the sales rights of the mainland market to wing en group in 2007, and the first flagship store opened at the end of June 2006.

Obviously, Zhang Wenyi's future ambition is not only to dominate the women's shoes market, but also to lay another sky on the path of sports shoes.