Shoe Industry Is Trapped Saturday D:Fuse Brand Shoes Encountered Indigestion "

Foreign design team: Saturday shoe industry There are plans to build a studio based on the Heppe shoemaking team and set up a studio in Hongkong to attract more foreign designers to join.

It is understandable that this is a painful period for a domestic fashion brand to acquire "foreign" fashion brands. No matter Saturday shoe industry, how does the local private enterprise digest the D:fuse brand? Heap shoes I am afraid that it is difficult for all of us to take heart. Perhaps it is because the former is "indigestion" or the latter can hardly accept the reality at the moment.

But in any case, on Saturday, the shoe industry still needs to improve its own "gastric motility" if it wants to really digest Hepu shoes. After all, only by speaking with facts and convincing by performance is the most powerful weapon to fight back and the most realistic explanation.

　　 Resignation

There is a certain degree of difference in the cultural background, management style and management mode between the shoe companies and the heap shoe companies. After completion of the acquisition, there is a need for a certain period of running in. If the two sides can not quickly achieve the integration of management and other areas, the expected performance of the will not have a certain impact on the business performance. This is the secret that the shoe industry disclosed in the announcement on when the shoe industry bought heppu shoes. Now it becomes a reality.

As the middle of heap's shoes, Li Lin is worried about the prospect of D:fuse brand built with his team.

Li Lin told the new financial reporter that she was right over the past few years. D:fuse brand Having been in a state of deep emotion and energy, until the conclusion of the acquisition last year, it began to lose confidence and finally made the choice to leave.

Li Lin's "accusation" first lies in the fact that the welfare benefits of employees are not consistent with expectations. "Before foreigners," Kasper and Thomas, two general managers of Heppe shoemaking said to us, "everything is the same, but in fact, they can't control it. After that, many things are changing." Li Lin told the new financial reporter that although the acquisition has been reached, Heppe shoemaking business has not been completely designated to the footwear industry on Saturday, but a regional zoned plan, and the earliest Nanjing was the first to break out of the conflict. There was a lawsuit between the employees and the shoe industry on Saturday.

A manager of Qianhai shoe making headquarters also confirmed the existence of dissatisfaction among some employees of heppu shoes to a new financial reporter. "After all, the salary structure of the two companies is different. Heap shoes are the structure of foreign enterprises. Working hours, overtime fees, vacation systems and so on are all carried out according to the state regulations. Before the takeover, it was always the same, but also in accordance with the original plan to go, but later it became a local plan on Saturday's shoe industry, this difference is relatively large, there will be psychological imbalance of employees. Because of the different circumstances of different branches, there will be a larger flow of people in areas where salaries and benefits are reduced, such as a region in Northeast China, and even 80% of employees are leaving.

However, the deputy general manager and Secretary of the board of directors on Saturday Jian Feng He It does not agree with this statement: "we do not have such a commitment, and from the practical level, we also guarantee that their salaries will not be lower than the original ones. If it really falls, unless special circumstances occur, such as staff mentality, adaptability, inner thoughts and so on. He Jianfeng told the new financial reporter that, no matter how, the company still wants to maintain staff stability and provide competitive salary and development space for employees, but in the process of integration of the two acquisitions, some new employees are also not able to adapt.

The problem is that with the deepening of adjustment, "discomfort" seems to be expanding. Not long ago, heap shoe headquarters in Beijing were also removed. The executive director of the Qianhai shoe making headquarters said: "the withdrawal of headquarters is unexpected. We are actually prepared, but we did not expect it to be so fast. The information we got before was three years in Beijing, and nothing remained unchanged, but in fact, a year later, it changed. Because many of our employees have settled in Beijing because of going to Guangdong, so 90% of the staff have basically left. "

However, this argument is still denied by He Jianfeng. On the one hand, He Jianfeng said that the company had never made any commitment; on the other hand, He Jianfeng did not think that 90% of the number of people leaving, although the specific figures were also "not quite clear"; and more importantly, "the structure of heppo shoemaking has not changed significantly, the core team needs to be retained".

"Hepu shoe is the most core of these people, and some people are scattered in various places, and some even in foreign countries, the so-called Beijing headquarters is actually only a place where they were working at that time, so I think I do not attach too much importance to the concept of headquarters. Instead, after the company is now integrating, in order to concentrate decisions, strengthen internal communication and fully integrate, it will be more meaningful to shift the main functional departments of heppu shoes to the marketing office of shoe industry on Saturday." He Jianfeng said.

Frankly speaking, what He Jianfeng said is not without reason. The causes of many discomforts, though there are differences between them, there are many such problems, but we can not ignore the mentality and state of the acquired. However, the more it is, the bigger the responsibility and the more patience it will be for the buyer.

" Buy It's a technology job. Takeovers can't just buy companies. If there is no acquisition of employees, no acquisition culture, such work is a failure. " Li Weihua, a famous franchise expert, told the new financial reporter that the acquirers should also assume corresponding obligations while enjoying their rights.

Ling Yan, chief consultant of management consulting, Lin Yue also put forward a high demand for the footwear industry as a listed company on Saturday: "Zhang Zemin, chairman of the board of directors," the entrepreneurial spirit and ideas are worthy of respect. But when the scale of the enterprise reaches a certain level, the management concept needs to be reformed. In general, many private enterprises' strategies are short-term. Don't say that three years will not change. The general direction can persist for a year and do well, so it will be difficult for D:FUSE employees accustomed to the management style of foreign enterprises. And this situation should be avoided, usually changing the boss's mind.

　　 Pattern competition

At present, the change of heppin shoes is obviously greater than that of the shoe industry on Saturday.

Although the footwear industry retained the so-called core people on Saturday, it ignores a number of middle-level people who are deeply understanding and deeply sentimental about the D:fuse brand.

"Heap shoemaking has nearly 20 regional managers, and it is not yet a regional manager who has not been assigned to several regions on Saturday. Most of the regional managers who have already been drawn have gone." Li Lin believes that there are two reasons for the turnover of regional managers. One is that the cultural differences are large, and that the two sides have difficulties in coordination. Two, they have to face the reality of being "disguised" in disguised form.

It is understood that before the acquisition, the regional managers of Hepu shoes mainly include shop personnel management, communication and coordination with the company, and negotiation with the mall. Among them, ordering products for D:fuse is a very important job. After the acquisition, the responsibility of the regional manager is only responsible for the management of the store, and the order power is decided by the ordering team of the large company.

Frankly speaking, in another way, it is not impossible to understand another position. After all, the number of heap shoemaking shops is not large, the management is relatively flat, and the regional managers' functions are more concentrated. In the face of Saturday's shoe industry, which is relatively finer in organization and larger in scale, the original task has been dismantled, so that it is more scientific and reasonable to be reclassified.

But what Li Lin did not want to accept was the change of fate. Not only is your destiny, but also the fate of the D:fuse brand that it has spent more than five years to build. "D:fuse will be less and less D:fuse flavour."

Li Lin told the new financial reporter that since entering the market in 2007, the D:fuse brand has been positioned as a shoe. ZARA The main advantage of fast fashion is that D:fuse has more advantages than quality, but style. However, when the D:fuse people fade out of the order team, the style of D:fuse can no longer be so popular. After all, unlike the fashionable D:fuse, Saturday's brand positioning is more biased towards popular fashion. This means that from the perspective of perennial sales of footwear products on Saturday, many D:fuse styles have a lot of personality and are not grounded.

"Now D:fuse is designed and shipped according to the order of the shoe industry on Saturday. It controls the quantity of orders and the number of shoes, so the design they do not like is not ordered, and naturally they will not do it. As a result, the original flavor has become more and more pale. This autumn and winter may not be obvious. From next spring, you will find that D:fuse will feel less and less. " Li Lin reluctantly said that this is only one of the factors that worried her.

The second is that the mode of D:fuse's survival for many years may be subverted. It is understood that D:fuse brand before the acquisition mode is "a small number of", that is, quarterly design of about 300 SKU (stock unit, which can be understood as a single product), and ultimately do 200-220, and therefore, D:fuse counters colorful, style is very large, but the number is not large, broken code is a common thing. The situation now is that D:fuse will only make 100 SKU at the end, but it will increase the number of shoes. This means less D:fuse and less selectivity, but the supply of goods is not a problem.

In a way, this is good news. He Jianfeng explained, for example, that he had done research in a newly opened D:fuse store in Foshan, and the result was that D:fuse, which had just started selling well, soon lost its customers due to lack of code and shortage. Therefore, this adjustment is the right remedy.

However, the old D:fuse employees do not think so. "According to our previous operation, many consumers could not find the goods at the end of the season. Before we could keep part of the SKU to the end of the season, they could not be discounted, or the lowest was not less than 30 percent off, because they sold very well, we had less goods, and consumers did not buy it." Li Lin believes that this is one of the ways that D:fuse can maintain its brand image and maintain a high premium. Once it becomes a popular fashion brand's sales line, D:fuse not only loses its advantages, but also reduces its social value and even increases its inventory risk. "If your design is not accepted, or there are problems in workmanship and technology, consumers will not buy it, then the inventory pressure will be great, which is a very important reason why the shoe industry has such a horrible inventory on Saturday."

It is undeniable that inventory problem is indeed a major chronic disease that has plagued the footwear industry in recent years in recent years. At the end of 2011, on Saturday, the stock of footwear was about 800 million yuan, accounting for 39.13% of the total assets. As at the end of last year, the footwear industry on Saturday had 1 billion 46 million of inventory and 99% of them were goods in stock. As a result, the outside world once cried out: "Saturday's shoe industry has only a lot of stock left behind, and it may become the last straw to crush the company".

But He Jianfeng does not think this is related to the above mode of operation. In He Jianfeng's view, there are three reasons for inventory: first, the rate of expansion is too fast after the listing, the two is the lack of consumer confidence, and the three is the impact of e-commerce. In short, there is no correlation with the so-called operation mode. As for the current inventory situation, He Jianfeng said that the company has made a lot of efforts, so that it can not only "control the growth of revenues in the case of a slight increase in inventories, but also achieve continuous improvement in the whole inventory structure". Of course, the realization of this situation has nothing to do with the above mode.

So, is it really absolutely unrelated? {page_break}

In Lin Yue's view: "for Fashion brand In the future, the trend is "multi SKU, a small number", because consumers want more choices. From a fashion perspective, the more personality is, the easier it is to attract consumers. More design styles and less inventory can not only satisfy the market demand, but also reduce the risk of inventory, which is an inevitable trend for luggage, clothing, shoes and hats. However, the premise of "multi SKU and a small number" is to have sufficient design and R & D strength, good replenishment mechanism and fast logistics cooperation. And that seems to be something weakening next Saturday's shoe industry.

"China's demographic dividend is disappearing, overcapacity and structural saturation of footwear industry are only the objective reasons for inventory. The subjective reason lies in the specific operation of shoes and clothing enterprises. Every problem in operation will result in inventory. " Zheng Suwei, deputy director of Chi cube strategy research, said.

Another undeniable fact is that under the same background, ordering, sports, leisure and formal clothes are plagued by inventory, while fast fashion and women's clothing are more vulnerable to inventory problems. As a result, the shoe industry on Saturday needs more divergent and in-depth thinking on the current issue.

　　 Change of prospect

The D:fuse brand integration is still a top priority in many of the thinking topics before the shoe industry on Saturday.

According to the plan, one of the main business strategies of the footwear industry on Saturday 2013 is to give priority to the development of ST&SAT and D:FUSE brands. In view of the relatively mature and stable market performance of the former, the development of D:FUSE brand has become a major focus of this year's footwear industry performance this Saturday.

On the development of D:fuse brand this year, the footwear industry on Saturday gave affirmation. "In the overall environment downturn, D:fuse brand still maintained a good number of shops, revenue grew, profits increased.

　 The pain of shoe industry on Saturday

Integration: heap shoe made at a high price has not produced outstanding performance as of now, and many of its employees, including many middle-level employees, have left their posts. Many regional integration efforts have not yet been completed.

Inventory: by the end of last year, the footwear industry had 1 billion 46 million of its inventory on Saturday, and 99% of it was stock.

Multi brand strategy: on Saturday, there are about 10 brands of shoes and agents, but most brands on the Saturday shoe industry are still losing money, or will pass ST&SAT, except for brands that are most consumers know and have a good share.

　　 Saturday's shoe industry's big expectations

　　 D:FUSE trend D:fuse's design philosophy, R & D strength and operation experience are a wealth for the footwear industry on Saturday. Reasonable use of heppu shoemaking team will play a significant role in promoting the future strategic development of the footwear industry on Saturday.

Foreign design team: on Saturday, the footwear industry plans to build a studio based on the Heppe shoemaking team and set up a studio in Hongkong to attract more foreign designers to join.

Takeover: the future does not exclude large-scale expansion in the face of suitable targets. We hope to break the situation that BELLE group almost monopolize the market, so that the industry can become more oligopoly from a single company.