Women'S Shoe Brand Daphne Slows Down Its Pace Of Franchising

At the end of August, 17 franchisees reported to Shanghai Administration for Industry and Commerce Daphne After the suspected violation, relevant departments of Shanghai Qingpu District Government have negotiated with Daphne. Since then, Daphne headquarters has sent Sun Quan, the person in charge of East China, to solve the contract renewal problem with Hubei.

According to Ms. Xia, a Hubei franchisee of Daphne, the franchisees originally planned to form a group, but because of the differences in the situation of each store, they did not continue. As her store has been doing quite well, she has negotiated with Sun Quan, the above person in charge, to renew the contract. "Now the company adopts a single way of breaking down."

And only some franchisees have renewed their contracts this time. "Due to poor performance, a franchisee received less goods, and the person in charge made it clear that he would not renew the contract, but the company would inform the order meeting," Xia told reporters.

According to Ms. Liu, the franchisee, the company has adjusted the renewal period from three years to two years or one year according to the performance of the franchisee.

It is understood that so far, except Hubei, franchisees in other regions have not received the notice of Daphne's renewal.

In addition to the progress of contract renewal, there is no proper solution to the problems about goods and promotion raised by franchisees.

Huang Yingzhe, public relations director of Daphne, said that the company's above measures were consistent with the previous official statement. "For the renewal of existing franchisees, the company will make a decision based on the comprehensive consideration of the operation and management ability of individual franchisees, local market demand and other conditions."

According to a franchisee who did not want to be named, "We will talk to Hunan Branch on September 13, and if the company does not provide a solution, we will adopt the method of closing direct stores."

　　 clothing Ma Gang, an independent commentator, said that "the company's way of solving problems has eased". He thought it was Daphne's "weakness". "The development of the situation is too intense, and the deterioration of the relationship between the brand owners, franchisees and the company is also a problem."

Ma Gang said that at present, Daphne's renewal of some well managed franchisees is part of optimizing the structure of franchisees. "In 2010, Li Ning Company did the same thing, but the way of optimization is different. It is not through the brand company to take over, but by the large franchisee to buy small franchisees."

Industry analysts believe that in the long run, Daphne is determined to join the business. In addition to convenient management, for Daphne, which has a high inventory at present, the addition of direct stores is also a way to eliminate inventory.