Beginning Of Autumn, The Sale Of Shoe Enterprises Will Start To Go Cold.

Recently,

Lies Dan, BELLE, Daphne, and other brands such as Saturday have seen slow growth in same store sales, and some have even seen a sharp decline.

The mid term results of the recently released listed footwear enterprises show that the same store sales of BELLE, Daphne and Daphne have slowed down, and some have seen a sharp decline.

After comparing the latest quarterly performance of four listed footwear companies in Hong Kong, such as Lies Dan, BELLE, Daphne, and Yuan Da securities, it is even more straightforward to call Daphne's second quarter sales the worst in Hongkong.

In late July,

International announces earnings warning: following the first quarter of 2015, the same store sales fell 15.9% year-on-year, the second quarter core brand (Daphne, shoe cabinet) same store sales fell 17.7% compared with the same period last year, turnover also fell to double digit percentage.

Affected by this, Daphne sold 16.9% in the same store in the first half of this year.

Meanwhile, in the first half of 2015, the number of Daphne core brands in mainland China decreased by 181, to 6221.

Daphne said that profits in the first half of 2015 will decline sharply compared with the same period last year, and said: "the market outlook for the second half of this year is still unclear."

There are market analysts believe that the first quarter of this year's sharp decline in performance, Daphne revenue is difficult to continue the beginning.

In fact, Daphne, which is located in the popular women's shoes market, did not perform well after 2012. In the first quarter of 2013, Daphne's same store sales growth was negative for the first time, down 2.5% compared to the same period last year.

Since then, except for the 6.3% growth in the fourth quarter of 2014, the same store sales have declined in other quarters.

After the fall in the same store sales in the first quarter,

The second quarter's performance did not seem to improve.

According to Hongkong media reports, in July 29th, Belle International Holdings Ltd chief executive Sheng Bai pepper said after the shareholders' meeting, BELLE's second quarter (6-8 months) performance showed no signs of improvement temporarily.

Although the sales performance of the four stores in the thousand Baidu, Lies Dan, BELLE and Daphne stores was the best, the second quarter grew by 1.6% in the second quarter, but the same store sales in the same period of 2014 decreased by 2.1% compared with the same period last year, so the same store sales volume in the second quarter of 2000 did not reach the same level in the same period in 2013.

As for domestic listed companies, although AOKANG, red dragonfly and other enterprises have performed better recently, there has been a double decline in revenue and net profit on Saturday.

Data show that in the first quarter of 2015, operating income of 418 million yuan was 8.93% yuan, a year-on-year decrease of 8.93%, net profit of 12 million 216 thousand and 600 yuan, and a sharp decline of 27.36% compared with the same period last year.

Many rising small and medium-sized enterprises, such as tens of millions of ants, are eating away the market share of several giants.

Since the 2013 performance began to change, "consumer confidence is weak" and "China's retail slowdown" has become a shield for Daphne.

In the first half of 2015, Daphne announced: "consumer confidence remains weak in the first half of this year, while abnormal weather and delayed spring and summer seasons further hurt consumer sentiment."

Indeed, the environment is changing for many traditional shoe companies.

Daphne believes that 2014 is a challenging year for Chinese retailers, while moderate economic growth has become a new normal, but overall consumer demand is still weak.

We have to admit that the concept of consumers is changing.

Consumers, Ms. Zhang told the Chinese Commercial Daily reporters that they used to pay more attention to brands when choosing products, but now they are more inclined to those small brands with high cost performance on the Internet. The quality of shoes sold in some stores may be better than the so-called big ones.