Daphne Has Gone To Less Than 50 Stores To Sell Women'S Shoes In The First Quarter.

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< p > a few days ago, the women's a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > two brands Daphne and 1000 degrees released the first quarter operation.

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< p > in the first quarter of last year, the situation in the first quarter of this year is still not optimistic.

In addition to a significant decline in sales in the same store, the two businesses are also shrinking: Daphne's core brand has been reduced by 53, and its net sales have decreased by 54.

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< p > combined with BELLE's previous quarterly results, the sales situation of women's shoes has not improved.

Analysts pointed out that under the market saturation and the continuous impact of the electricity supplier, the model of women's shoes simply going to scale and assembling capacity and reducing costs has been difficult to sustain.

In the case of no increase in consumption frequency, it is more difficult to develop footwear brands.

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< p > < strong > same store < a href= "http://www.91se91.com/" > Sales > /a > Slide / < /strong > /p >

< p > according to Daphne's announcement, its unaudited operational data in the first quarter of fiscal year 2014 show that core brand business in the same quarter has a 9.5% decrease compared with the same period last year.

As the first mainland shoe retailer to list in Hong Kong, the same store sales in the same period declined by about 8.6% compared to the same period in 2013.

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Less than P, sales did not show the reason for the sluggish sales of stores.

Daphne said that the Spring Festival earlier this year, so that the peak sales season before the Spring Festival was reduced relative to last year, which is a major factor affecting the sales performance in the first quarter.

In addition, the company has actively cleaned up the quarterly inventory in order to improve the overall inventory, so that the gross interest rate is under pressure.

At the same time, Daphne pointed out that sales had improved in the late spring of March and the weather gradually improved.

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< p > in addition to the decline in same store sales, Guan Guan is another common point of the two brands.

The daily economic news reporter noted that in the first quarter, the total number of sales outlets of Daphne's core brands was reduced by 53, including the closing of 12 Direct stores and 41 franchises.

By the end of 3 in 2014, there were 6266 stores in the first quarter, and 54 stores in the first quarter. The number of self operated retail outlets decreased by 34 to 1678 at the end of last year, while the third retail outlets closed 20 to 554.

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Below P, the continuous decline in sales and closing stores seem to be the main characteristics of several major footwear brands at this stage.

According to previously announced annual performance, last year, Daphne's same store sales decreased by 10.4%, reducing 50 core brand sales outlets, while the same store sales decreased by 6.9% over the same period last year, reducing 36 third party retailers.

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The performance of BELLE P is relatively prominent, and its net profit increased by 3.2% last year.

Last year, there were about 13 thousand self operated retail outlets in China's footwear business, a net increase of 1093, an increase of 9% over the same period last year.

However, data from the first quarter (December 1st to February 28th) showed that the sales of BELLE footwear business in the same store decreased by 2.7%.

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< p > in addition to sluggish sales, the decline in profits is also a major problem for women's shoes.

Its net profit fell nearly 40% last year, according to the annual report of women's shoe brands released this month.

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< p > < strong > > a href= "http://www.91se91.com/" > brand < /a > enterprise "save oneself" / < /strong > /p >

< p > in the industry view, the footwear industry's competitive situation is more intense, especially by the impact of the electricity supplier.

In addition, because the industry has been developing for a long time, the development of each enterprise is basically saturated. The frequency of consumption has not increased. It is more difficult for the brand to develop.

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< p > Xiong Xiaokun, a light industry researcher at CIC, told the daily economic news reporter that the brand of women's shoes was still in the first quarter. The industry's collective tendency towards deep discount sales led to a decline in gross margin and a negative growth in many stores.

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< p > it is worth noting that under the situation of low industry, brand enterprises are also actively taking measures to "save themselves".

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< p > recently, Daphne has changed its brand spokesperson and directed its advertising by star.

UBS points out that Daphne is aware of its low investment in brand building last year, doubling its marketing budget this year.

UBS estimates that it will spend 180 million yuan on marketing and promotion.

In addition, it was announced on the 8 day that it subscribed UnitedNudeInternational25%'s share capital with us $4 million 300 thousand to promote the possible long-term strategic business cooperation between the two sides. UnitedNude is mainly committed to the high-end ladies' shoes.

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< p > Xiong Xiaokun said that the brand competition of women's shoes is fierce. If we want to break through, we must aim at the needs of consumers. Only when consumers compete with consumers, will consumers buy them.

In order to improve the comfort of women's shoes, Daphne has invited Gianna Jun and others to make use of the "fans economy", which is undoubtedly based on the needs of consumers.

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< p > an industry source told reporters that shoe enterprises should ensure that net profit growth should be avoided. The gross profit margin should be avoided. The expansion of production capacity could not only make use of "hunger marketing", but also reduce the competitiveness of the products. Once the new product was launched, the other brands would also launch similar sales volume when the market was not yet finished.

"Therefore, enterprises must strictly control the output and start from the needs of consumers to produce quality products, not only goods, but also get higher returns."

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