The Success Of Daphne'S "Street Store" Mode

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According to the international performance report, the turnover in the first half of the year was HK $5 billion 80 million, an increase of 28.9% compared with the same period last year. The gross profit was HK $3 billion 83 million, an increase of 27.8% compared with the same period last year. The profit attributable to the company's owners was HK $483 million, an increase of 9.6% over the same period last year.

The domestic apparel industry downturn is a foregone conclusion, compared to clothing, footwear enterprises have less inventory pressure.

Moreover, the number of footwear enterprises in China is smaller than that of garments, and the competition is not so fierce.

But under the repressive position of the giant BELLE, it is more difficult for the shoe companies to really brand and gain more market share.

Before that, the results of Saturday's semi annual report were somewhat unsatisfactory.

According to the relevant data, the company's operating income in the first half of this year was 742 million yuan, an increase of 22.42% over the same period last year. The total profit was 64 million yuan, down 16.96% compared to the same period last year. The net profit attributable to shareholders of listed companies was 48 million yuan, down 16.69% compared to the same period last year. The company's brand buying rates, including Saturday and Sophia, fell year by year.

Daphne takes the street store as the main strategy, positioning the low-end market, targeting the target customers, effectively avoiding the "killing" in the shopping malls and famous brands.

This is much better than the domestic brand that had been published in the previous report on Saturday.

According to the insiders, with the increasing cost and labor costs, the average sales price of domestic leather shoes for men and women is lower than that of unit cost growth.

"Saturday, the proportion of self operation is relatively large, and the rate of expenses is relatively high.

Moreover, the terminal management capability of the company is not very strong, and the impact on the industry competition is greater. "

CIC consultant light industry researcher Zhu Qinghua thinks.

Zhang Fengzhan, an analyst at Shanghai's securities and apparel textile industry, said: "Saturday is mainly due to the drag on inventories, and the overall net profit growth is not optimistic."

In the first half of the year, the company's inventory rose 11.94 to 895 million yuan again, accounting for 37.96% of the company's total assets.

And the new brands that have been nurtured behind the company need continuous investment and constant revision. The current consumption environment and competition environment aggravate the difficulty of building new brands.

"Some of its new brands have failed."

Zhang Fengzhan told reporters.

Compared with Saturday's competition with BELLE and other international famous brands, Daphne takes the strategy of Street store, and its marketing strategy first pays attention to brand building.

To reporters: "Daphne successfully created a cordial and pleasant brand image, which is recognized and loved by the vast number of consumers."

Daphne has wide sales channels, and its distribution is more direct outlets in the first tier, second tier and three tier cities.

"Daphne's shoes are fashionable, of good quality and low price, and have a good market prospect."

From first tier cities to six tier cities, Daphne covers sales outlets.

Semi annual report shows that in the first half of the year, the number of stores in the four to six tier cities increased from 145 to 3170, while the proportion of the core brands in the four to six line cities was 53.12%.

In the first half of the year, the company's net sales increased by 366. The company said that after joining 411 direct outlets and reducing 45 franchised stores, the proportion of the company's core brand stores increased to about 83%.

Earlier, Chen Yingjie, chairman of Daphne international holding company, said that the overall industry was weak this year, and macroeconomic regulation and control policies had affected consumer confidence. The industry competition in the third and fourth seasons continued to be fierce.

He pointed out that the company will add 334 new sales outlets in the second half of this year to maintain the target of 700 additional sales outlets this year.

Zhu Qinghua told reporters: "Daphne is positioning accurately, doing the middle and low end market, and China's low and middle end market has large capacity and wide market."

He believes that the company's "multi - category, multi - brand, multi - grade, multi - channel" core strategy has greatly improved the influence of the Daphne brand.

According to the insiders, as a whole, the current shoe concentrates may be better than the clothing industry.

In response, Zhang Bin, a state securities company, said that different sectors of the industry would be affected by the economic slowdown in the current situation. "But specifically, who will be the biggest and who will be small can not be very precise."