Online And Offline Discount Sales Of Women'S Shoes Ahead Of "Winter"

Summer products so giving the promotion, autumn and winter new products and so low posture, the industry can not help but worry, Daphne, BELLE as the representative of the women's shoes also started to go downhill? From the BELLE international [0.20%] and Daphne and other footwear brands published performance data, women's shoes brand days are really bad. Industry analysis is also not optimistic. Demand for footwear remains weak in 7-8 months, meaning that industry is still not fully recovered. In the long run, the structural pressure caused by e-commerce is likely to have a negative impact on the market demand of the popular footwear industry.

　　 Under the line Xia products promotion is as low as 70 percent off.

At the end of the season, a lot of shoes and hat clothing brands will launch summer promotional activities, so a lot of "women who have money" will take advantage of the end of summer sales to amend several classic items. Miss Xiong, who works at Tianhe, bought two pairs of women's shoes while she was at the discount store. "I bought some basic shoes, and I could wear them for work and shopping. The shoes with a price of seven hundred or eight hundred would be more than 200 if they buy them now."

Reporters visited Guangzhou Tianhe business circle of women's shoe counters found that near the end of the summer sales promotion, many women shoes are still promoting various promotions, "Final sale" discount poster everywhere.

In the Yong Wang [0.00%] supermarket on the first floor of Tianhe City, Daphne launched a discount sale of 70 percent off -3.5 discount, including spring single shoes and summer sandals, attracting many women to go shopping. BELLE women's shoes are part of the spring and summer festival 62% off activities, some women's sandals designated to launch two pairs of 450 yuan preferential price. Reporters also saw the BELLE winter shoes of the season also joined this summer's discount war. It is also learned that the promotion of women's shoes will continue until the end of August.

At the BELLE MAP store on the two floor of Tianhe City, the poster of "SALE with more concessions" and "UP50%OFF SALE" has been placed prominently in the store, and the logo of the 50 percent off promotion can be seen everywhere. Entering into it, we can find that the shoes of MII Li (MII Li store) are 62% off in spring and summer, and 50 percent off in TATA spring and summer.

And the Tianhe City all the way across the hundred women's shoes counters also fight price war. The price of Daphne women's shoes is between 119 and 179 yuan, with 5 to 40 percent off women's shoes. BELLE women sandals buy a pair of 40 percent off, buy two pairs, fold 12% off, high heels buy a pair, 50 percent off buy two pairs, and then fold 12% off. BELLE clerk also told reporters that the purchase of autumn and winter designated new products can be set up to reduce 238 yuan, a pair of 839 yuan of autumn heel shoes after folding only 601 yuan.

Online: Launch obvious effect, sale 3 fold up

Offline promotions, such as BELLE, Daphne and other women's shoes are in full swing. So what is the online situation? The reporter's login to Daphne, BELLE's Tmall official flagship store found that two brands had hit the "special clearance" area, and the newly listed autumn products also joined in the discount.

In the BELLE Tmall official flagship store's spring summer shoe area, slogans such as "3.7 fold up sale" and "3 fold in the whole market" hang in the obvious position. At the same time, BELLE also launched the 2014 early autumn new product "20 percent off tasting" activities, a new BELLE Belle/ leather brand with a price of 799 yuan, the current price of the new lacquer women's shoes is 299 yuan, equivalent to 63% off. A market price marked 868 yuan of BELLE sheepskin autumn new women's shoes 2014 sharp point "tasting price" as long as 428 yuan.

Daphne Tmall official flagship store launched the star effect, launched the "all the fun to play the big card" activities, including: "sandals 69 yuan, the bottom price 2 pieces and then 20 percent off", "autumn alone new product full 300 reduction 30". Gao Yuanyuan's own brand online promotion, Gianna Jun's shoes advertising has also been placed in a prominent position, such as an original price of 699 yuan Gianna Jun star with the Daphne 14 autumn fine with real cowhide high-heeled tipped women's shoes Juhuasuan price as long as 489 yuan.

Analysis: next year or partial recovery

Analysts in the industry say they are not surprised by the trend of discount sales promotion for women's shoes represented by Daphne and BELLE. According to the analysis, under the influence of multiple factors such as the decline of traditional channels, the high rent, the rising cost of artificial raw materials, and the intensified competition in women's shoes industry, the leading days of women's shoes are also bad.

In fact, the annual results released by BELLE international at the end of May showed that the net profit growth of enterprises was only 1% to 5 billion 159 million yuan by the end of the 14 month of February (the end of the fiscal year ended to the end of February), and the same store sales grew by only 0.6% during the same period. UBS issued a report that BELLE recorded a negative growth in the same store sales in 1-2 this year, and its profitability significantly declined, while operating profit in the 1-2 months was only 9.8%. UBS analysis believes that the pressure on profits is not related to seasonal factors.

In the previous February, BELLE International announced the end of 2013, the results showed that the annual net profit of 4 billion 490 million yuan, an increase of 3.2% over the same period last year, reversing the first half of last year, the decline in net profit. However, BELLE footwear business growth is not as good as before, and 5.9% revenue growth is further slower than the first half of 6.8%. In this regard, BELLE pointed out that as of the end of 2013, the footwear business growth began to slow down, the main reason is: the same store sales growth is weak, shop speed has slowed down and the termination of individual agent brand business. Footwear sales in the same store grew by only 2% in 2013.

Daphne's situation is also not ideal (ideal store). According to its unaudited financial report in the two quarter of fiscal year 2014, the core brand business of Daphne Group recorded a 2.4% decline in the two quarter of June 30, 2014, with an overall decline of 5.5% in the first half.

At the same time, the problem of closing shop has also become the focus of attention of the industry. Data show that in the two quarter, Daphne group closed 32 stores, including 6 direct battalions and 26 retailers. In the first half of this year, a total of 85 stores were closed, of which 18 were directly operated and 67 were joined. The average selling price in the two quarter was basically the same as that in the same period last year, making the gross margin decline in the quarter narrowed compared with the first quarter. In the first quarter, Daphne group's interest rate was depressed due to the liquidation of inventory. However, in the two quarter, Daphne group also cleaned up over the past stock, because the overall gross margin of the core brand business fell, and the progress of the product was in line with expectations.

According to industry sources, in order to reverse the downturn, Daphne brand will hold the "2014 Extreme Live bliss fashion party" under the promotion of Nicholas Tse, director of brand creativity (Creative store). The spokesmen of many brands of the group including Gianna Jun and Gao Yuanyuan will attend.

But how much marketing can bring impetus to business sales? Goldman Sachs analysis shows that although Daphne's same store sales are still negative growth, the same store sales have improved from the first quarter -10% to -2%. Plus, brand investment has boosted passenger traffic and is expected to be partially revived next year. However, BELLE earlier said that demand for shoes remained weak for 7-8 months, meaning that the industry was still unable to identify a full recovery. In the long run, the structural pressure caused by e-commerce is likely to have a negative impact on the market demand of the popular footwear industry.