In The Cold Winter, Daphne'S Sales Began To Recover Steadily In The Fourth Quarter.

At present, there are a large number of famous foreign brands entering China to compete with local brands. Chen Yingjie pointed out that it is difficult to stimulate growth through creating new brands, and the number of international brands will be increased.

Jizeng agent international brand

Third quarter slowdown in mainland China last month

Announces the third quarter business data, its core brand and same store sales increased by 5% annually, a 23% increase over the same period last year.

The group said the third quarter will continue to focus its business on the promotion activities at the end of the season, resulting in sales growth but the decline in average selling price will affect profits.

Chen Yingjie believes that in the third quarter of the overall economic slowdown in the mainland, the group still recorded the same store sales growth is acceptable, describing sales growth slowed down is only a short-term phenomenon, this quarter sales have stable recovery.

He also pointed out that Daphne is dominated by popular popular market, with more than 2/3 stores located in three or four line cities. It is expected that the income of the group will further increase after the gradual urbanization of the mainland.

Faced with the inventory problem of shoes, he admitted that the industry is most afraid of inventory, "too many can not sell, too little and not enough to sell."

To control inventory, Chen Yingjie said that the group would be based on factors such as climate and social wealth.

Subdivided into three markets in the north, the central and the south, and will try to sell in different markets to predict sales volume. "When the shoes in winter start selling in the north, they will begin to predict how much volume the central and Southern markets will sell, and then the distributors will make reservations and additional products".

He also divides the year into six seasons, and every season Daphne has new products on sale. The shoes sold in the stores will change every two months on average.

Mainland consumer market matures

In contrast, early Daphne set up "shoe cabinet" and other self created brands to seize the mainland.

Market, Chen Yingjie pointed out that the current opening up of new brands in China is more and more difficult, Daphne will turn to expand the agency's international brand business.

The group now has about 10 brands, half of which are agents of international brands. He explained that China's consumer market is becoming more mature and consumer brands are becoming more and more. It has become an international brand competition market. "Good brands all over the world want to come to China".

He added that as the market became more and more fractionize and the target consumers gradually narrowed down, the planning of new brands and the location of market became more and more difficult.

In addition, the establishment of new brands, including team training, commodity competitiveness, scale revenue and cost advantages, may not be able to compete with current international brands.

Chen Yingjie points out that when Daphne is screening agent brands, it will choose the basis and popularity of the international brand with a history of 20 to 30 years abroad.

He hopes to help foreign brands enter the domestic market by acting as an international brand, and the group can also benefit from it and achieve a win-win situation.