Daphne Brand Sales Continue To Climb

Recently, the topic of "going to join", "the tragedy of electric business" and "layoffs" have pushed Daphne to the forefront.

Brand, multi brand channel management mode and rural encircling city channel mode have catalyzed its growth in recent years.

At present, Daphne is mainly engaged in manufacturing and selling its own footwear brands, such as Daphne, shoe and other brands, as well as agents of international brands and other businesses.

Although the negative topic has been continuously, but has not brought the negative influence to Daphne's revenue.

From the earnings report provided by the company in recent years, Daphne's revenue increased from nearly HK $5 billion 290 million in 2008 to HK $8 billion 580 million in 2011, up from 10.26% in 2009 to 29.48% in 2011.

In addition, according to the semi annual report which Daphne did not examine in 2012, the total revenue of HK $5 billion 80 million was up to June 2012, and the total revenue in 2012 is likely to exceed 2011.

Analyst of Ching Ke research center

It is believed that from the layout of Daphne's distribution in recent years, the main channel layout of "Daphne" and "shoe cabinet" are mainly direct outlets.

Among them, the growth rate of Direct stores is very obvious, and the growth rate has increased from 9.5% to 46.7%.

The growth rate of franchised stores decreased from 77.8% to 7.2%.

It can be seen that Daphne is constantly controlling the number of franchisees and gradually implementing its own development orientation.

In the early days of growth, franchised franchise mode is widely used as a channel expansion method in order to open sales channels as soon as possible, and the benefits are obvious.

However, the channel expansion under this way conceals a series of problems such as the unconformity of the brand image, the confusion of the store management mode, the untimely delivery of goods, and the asymmetry of information.

Along with the development of brand entering specialization, sales channels have reached a certain scale, and the brand is generally recognized by the public. Reducing and standardizing franchised stores has become the primary measure for channel change. Through pforming into a channel pformation with direct outlets as the main expansion mode, the brand's overall unity is gradually realized.

In terms of business expansion,

In 2006, it began to set foot in the field of clothing, and launched two brands, Daphne Daphne (Debina) and Debina (d:espina).

In the first half of 2012, Daphne launched another clothing brand, Daphne life. Its products range from clothing to women's shoes and women's bags.

Wang Yixuan believes that Daphne's repeated efforts in the clothing industry means that the company will take multiple brands, multi category and other directions as its development goals.

On the one hand, it will help companies to enter more areas of subdivision, strive for greater profits for the company, and develop brand growth space and share the company's operational risks.

Daphne women's clothing product positioning is basically similar to Daphne shoes, and is biased toward the middle and low end products of parity.

How to make the new clothing brand recognized by consumers in the shortest time is worth the primary concern of Daphne.