Daphne, A Luxury Shoe Industry, Is In Trouble. Is Star Online Marketing Strategy Effective?

The trend of luxury consumer demand has not improved.

Daphne is also in trouble.

In July 23rd,

The performance preview of the first half of 2015 released by International Holdings Limited (hereinafter referred to as Daphne) shows that as of June 30th, the growth rate of Daphne's same store sales has dropped by 16.9%, closing 181 stores, including 117 direct battalions and 64 franchisees.

Among them, there were 14 stores in the first quarter and 167 stores in the two quarter.

In the face of such a rapid closing speed, Daphne attributed the reason to "being affected by the overall downturn in the retail industry and peer competition".

Chen Yingjie, chairman of Daphne's board of directors, said that consumer confidence remained weak in the first half of this year, and the abnormal weather also hit people's desire to buy shoes in summer.

At the same time, some radical peers made a big discount earlier, resulting in popularization.

Fierce competition in the market.

As for the second half of the business, Chen Yingjie said, "the outlook is still uncertain."

In fact, more than one Daphne family, another giant in the women's shoes industry.

The international situation is also not optimistic.

As early as June this year, the first quarter retail business data released by BELLE International showed that the largest shoe production and retail companies in China decreased by 167 in the first quarter of this year, and the sales of footwear business decreased by 7.8% compared with the same period last year.

The company's chief executive Sheng Bai Jiao said that the slowdown in group business growth would become normal, and there would be no explosive growth in the short term, and the pace of opening stores will further slow down in the future.

Sheng Bai Jiao said that the poor performance of footwear sales was mainly due to structural problems rather than cyclical problems.

This phenomenon will not improve in the short term.

According to Sheng Bai pepper forecast, the footwear profit margin of the group will also decline in 2015, and the same store sales will fall more than in 2014.

According to Yang Dayun, President of excellent international fashion brand investment company, under the common constraints of many factors such as market saturation, rising cost and continuous impact of electric business, the extensive development mode of women's shoes brand simply scale, assemble production capacity and reduce costs has not worked.

"In the era of cost-effective and personalized products, how to make strategic adjustment is the problem that shoe brands need to face."

Daphne is undoubtedly aware of this and actively distributing online channels.

According to Chen Yingjie, in mid July of this year, Daphne signed a cooperation agreement with Tmall, extending its advantage in All-Star marketing to the electronic business platform.

"We will build Daphne Tmall super brand day on Tmall platform, and will launch Chr (34) goddess coming to surprise Chr (34) and other activities."

It is understood that, for a long time, Daphne has been a very bright star in the star entertainment marketing. All the artists who speak for them have been the celebrities, including the figures of SHE, Rene Liu, Nicholas Tse and Gianna Jun.

However, insiders pointed out that, as far as Daphne's sales are concerned, celebrity endorsement has little effect on improving the performance of the company.