Daphne: Qianjin Forging Gold Brand

Whether in Shanghai or Beijing or in Suzhou or Dongguan, you can see young white collar women with Daphne shoes in cities all over the country.

The brand named "goddess of beauty" in Greek mythology has been launched since the early 90s. It has won the favor of the fashionable women. Its products are popular all over the country and are second to none in the footwear industry.

The Yung Wing Group, which founded this brand, has decades of experience in professional shoe making in Taiwan.

After the opening of the two sides of the Taiwan Strait in 80s, Yong en began to expand business in the mainland of China. In 1990, Daphne entered the mainland's domestic market with its own brand.

Since 2003, the company has launched a comprehensive expansion at the rate of 150 stores in mainland China every year.

In 2005, Daphne redesigned the store image and divided it into Daphne D18 youth shop and Daphne D28 classic store, making the brand positioning more specific and specific, and entering the Taiwan market in 2006 to copy the successful experience of mainland China to Taiwan.

In addition, in early 2003, the group gained the cooperation of the world and the famous sports brand Adidas Classic Series in China, and is fully responsible for the retail expansion business of the product in mainland China.

What is the marketing and management secret of Daphne?

The strategy of "rural encircling the metropolis": the organizational structure of Daphne in China is: head office -- branch store.

Among them, the head office formulating the development strategy of Daphne in China, formulating the company's annual work plan, cost control and branch business management.

The branch is responsible for implementing the strategy of the head office and managing the stores and stores.

The work includes: opening new stores, applying for opening shops, signing contracts, opening stores, managing branch personnel, achieving sales targets of branch companies, and implementing sales promotion activities of the head office.

In terms of logistics, the branch stores sell goods from the head office to the branch offices, and the branches distribute goods to stores.

In terms of management, the shop assistant is responsible for the management of the store manager, who is responsible for the sale of the stores, the supervision of the store manager and the management of the shop assistants.

In the early days, wing en group took the wholesale marketing mode, but there were many blind spots. In 1996, it changed from wholesale to self owned store, from 2002 to 290 stores and 453 stores, and more than 50 in Shanghai, becoming the main battlefield of Daphne.

There are more than 100 counters in department stores, 388 in joint sales, and the rest are buyout agents. Altogether, there are more than 1000 marketing bases in mainland China.

The advantage of the franchised store mode is that it can master its own power and price on its own. The distribution system of wing en group has been able to sell the shoes it sells today, which is quite flexible and flexible within 24 hours. It also shows that its logistics management is quite good.

In addition, wing en group and zero level shoe processing center in two tier cities, to effectively solve the inventory problem, avoid excessive inventory pressure on capital turnover, zero code processing center can clear inventory, because the two tier city shoes requirements are not as popular as the first tier cities, so zero code shoes in the two tier cities are still very popular, so the shoes can not sell well to two grade cities to sell.

According to the statistics of Yong en group, although the first class cities in China have large population and considerable sales, the relative cost and the rent are also very high. The real money making is the provincial capital city of the two level.

Take 2001 as an example. The fastest growing area of Daphne was the southeast coastal area which was regarded as a dangerous road in the past. Daphne opened four stores in Shenzhen at one breath, and each shop made money. In total, Guangdong's performance in 2001 was two times higher than that in the past three years.

Sales are the focus of Daphne.

Daphne has hired Lin Zhoumin, the world's top master, to re plan its ultra modern storefront. Pop stars are invited to write an advertising song, which is sung by SHE and Rene Liu as a store song.

It is estimated that within ten years, Daphne's stores and counters will open to 3000, and will continue to occupy the Chinese mainland market in a "rural encircling metropolis" mode.

Thousands of outlets and sales all over the country have become a bargaining chip for Daphne to cooperate with international brands.

Adidas classic series takes advantage of this advantage and chooses to cooperate with Daphne.

In 2002, two Adidas classic stores were first opened on the first floor of the five floor of the city and the first floor of Hong Kong Hui square in Shanghai. The leisure and fashionable storefront style and the leading products attracted many consumers' attention.

Wing on group is confident of the promotion of Adidas Classic Series in China, and plans to expand it to all parts of the country when the Beijing Olympic Games are held in 2008.

Marketing methods are multi pronged, and Daphne implements a multi pronged marketing approach, including consignment joint ventures, self-employed agents, buyout and franchised stores.

Take the monopoly as an example, it is also divided into two types: direct operation and franchise.

Direct chain stores reduce the links in the circulation process and increase profits.

Moreover, as an image display, especially the flagship store's image display is very convincing and reference, it can effectively show the strength of the company and provide image standardization.

At the same time, directly facing the market will help enterprises obtain the most effective market information and understand the characteristics of consumers' needs.

The company also has direct control, convenient operation and management, and can perfectly reflect and execute the company's marketing concept.

It can be said that the expansion of direct chain scale is in the "enclosure", laying a good channel foundation for the future diversification of enterprises.

However, direct battalion has one biggest disadvantage, that is, high expansion speed is too much pressure on funds.

When the chain stores reach more than 1000, the difficulty of management will be dramatically enlarged.

In addition to direct chain stores, franchised stores are another force contributing to the sales of Daphne women's shoes.

In 2003, Daphne made 800 million yuan sales in China, and franchising made 30% sales contribution.

What is the status of Daphne franchising?

Daphne has 16 branches in the whole country, except the franchised retailers in the jurisdiction of the Shanghai branch, and the other 15 branches are not directly covered by the chain store network. The Daphne shoes sold in this area are all Daphne products of the franchisee.

Daphne will classify franchised stores into two categories: one is the franchised retailers hosting, that is, franchisees meet Daphne's joining requirements and sign a franchise contract. The management of exclusive stores is managed by the regional branches of the store, maintaining brand image and daily operation and management, but the recruitment and salary payment of franchised shop assistants are undertaken by franchisees.

The other is the franchisee's own operation, that is, the franchisee sells its own products and manages itself. The brand image must be implemented according to the requirements of joining the franchise. The operators of self owned franchised stores generally have good management experience.

In order to control risks, Daphne strictly set up the entry threshold for franchised retailers, requiring single retail outlets or franchised stores as the business premises, and in strict accordance with Daphne's channel planning requirements and shop opening standards, set up Daphne brand standard stores to buy out Daphne distribution products, and can only operate wholesale businesses without retailing.

In terms of funds, retailers who apply for franchised stores must have more than 500 thousand of their funds, and more than 150 thousand of the brand stores. In terms of management, franchisees are required to have brand monopoly sales management and chain operation experience, knowledge and so on.

Daphne has a core idea of "brand" behind the Qianjin forging brand and its multi marketing strategy.

In the early 1990s, Chinese consumers did not pay much attention to brand names, but to do well in the domestic market, they must have their own trademarks and take the brand line to compete effectively with the increasing number of low-priced shoes on the mainland.

Therefore, several Taiwanese cadres of wing en group came up with the brand of Daphne through brainstorming.

At that time, mainland TV shoes were rarely advertised, and the advertising budget for the first year of the wing en group's entry into the mainland market was RMB 10 million yuan.

"Beautiful 100 points, beautiful without discount" is the TV advertising word of Daphne shoes products in mainland China. With the advertisement of TV and newspaper media, it is broadcast in all parts of mainland China.

Daphne's "popular newsletter" quarterly is also very special, not only free to provide consumers to read, to provide the latest clothing, shoes information, as well as various planning themes, making friends mailboxes, become a lot of young people's readings.

At the same time, she planned the selection meeting of miss Daphne, made miss Daphne a model of Daphne shoes, and arranged for a photo taken by Daphne and famous stars. Before becoming famous, Hsu Chi was once a spokesperson for Daphne to improve the popularity and identity of women's shoes.

In addition, at the exhibition, in addition to inviting the managers of the major shopping malls to visit the factory, and in line with the model performance, it was still a fresh way to promote the products at that time, so it received a very enthusiastic response and gradually opened the market.

In the expansion of the domestic market, Yung en shoe industry mostly participated in the exhibition activities sponsored by the local shopping Association of the mainland, and the results were quite good. This is the best example to suit the local conditions and to follow the custom of entering the country.

Therefore, Taiwan insiders pointed out that when assessing the mainland's exhibition market, Chinese businessmen are not entirely local. It may be more clear that the results of the international exhibitions held by the local associations of the mainland need to be carefully evaluated. But if the local associations are exhibitors for the mainland's domestic market, the manufacturers who are interested in developing the domestic market can listen to the views of the industry. Sometimes the effect will be better than the participation in the large-scale international exhibition.

Wing on group, combined with other famous clothing brands in mainland China, held the "Sino US fashion model show" in Shanghai, and produced a product image by wearing Daphne women's shoes in mainland China.

In addition, Yong en also rented the Daphne night under the Shanghai gymnasium.

In order to sell shoes, such a large advertising fund is extremely rare in Taiwan.

The "national shoe and hat Exhibition" on the mainland is also the focus of sales promotion.

Because every time it attracts tens of thousands of department stores and wholesalers and retailers, Taiwan businessmen take advantage of exhibition opportunities to build brand image and launch new products for next season.

However, despite advertising and publicity, Daphne is very clear about its brand positioning: making brand and not making famous brand.

Still positioning themselves as middle class women's shoes, so that more people can afford to become young white collar women's favorite.