Daphne Beijing Zhengyang Bridge Shop Closed, Gianna Jun Endorsement Can Not Restore The Decline.

In early January 2015, a family in Zhengyang bridge, Nancheng, Beijing.

Shop quietly.

The store's decoration shelves have been removed, including the Daphne brand logo at the door.

The store was taken over by other businesses, stacked with others.

The shoes are being promoted.

The Daphne store has been changed.

There are only a few poster of Gianna Jun on the wall, and I can see that it was Daphne store.

According to the staff around the shop, the shop has been doing business in a cold and cheerless manner.

Even during holidays, there are few guests in the shop.

There are still Daphne advertising posters in other stores in the promotion of other brands.

Daphne is an urban fashion brand popular in the two or three tier cities, mainly female white-collar, footwear and leather bags.

In recent years, the situation of offline stores has been sluggish, and electricity providers have partitioned the market.

The rental and staff costs of physical stores are increasing, which is troubling this popular female fashion company.

In the first half of 2014, Daphne's sales fell. As of the end of June, the number of sales outlets closed 85 stores, while the same store sales growth decreased by 5.5%.

Declining performance, low gross margins in inventory, increased operating costs and staff costs have increased their pressure.

In order to save the market downturn, in the second half of 2014, Daphne invited the hottest star from you.

Brand spokesperson.

Sales have turned around, bringing some of the flow of people into the store, and sales in the same store have increased by 6.3%.

But it seems that the general trend is hard to reverse.

In late December 2014, Daphne was exposed to quality problems.

Double pressure, Daphne had to continue to stop shop.

How to restore the declining trend has become a top priority for Daphne.