Chinese Women'S Shoes Show Several Unique Situations: Fierce Competition And Obvious Shock From Electric Providers

In the evening of August 31st,

The brand has released its interim results at the end of 6 in 2015.

Data show that the company's total revenue in the first half was 1 billion 416 million yuan, an increase of 14.1% over the same period last year, and net profit of 111 million yuan, an increase of 13.5% over the same period last year.

The same store sales in the first half of 2015 increased by 5.4% compared with the same period last year.

However,

The performance does not represent the overall situation of the industry.

August 25th

The interim results released by the world show that the turnover in the first half of the year decreased by 13.9% to HK $4 billion 374 million, and net profit was HK $2 million 500 thousand, a 98.5% decrease from the same period last year (172 million Hong Kong dollars in the same period last year).

It is worth noting that the operating profit margin of its core brand business has dropped to 1%, compared with 5.7% in the same period last year.

Daphne said that in the first half of this year, consumer sentiment was still weak. Abnormal weather coupled with the delayed spring and summer season further affected shopping intentions. Some radical peers offered early discounts, resulting in fierce competition in the popular women's shoes market.

In the first half of the year, its sales spot decreased by 181.

The Foshan women's shoes brand is also in the doldrums on Saturday.

The interim results released by the company in August 25th showed that business income in the first half of the year was 845 million yuan, down 3.81% compared to the same period last year, and net profit fell 18.91% to 27 million 24 thousand yuan over the same period last year.

On Saturday, we attributed the decline in profits to "intense competition in major shopping malls, continued weakness in sales and reduction in self run stores and distribution outlets in the first half of the year".

China's women's shoes market basically presents several unique situations.

Daphne, 100 degrees and

And so on is the industry leader.

On Saturday, BELLE and other brands like to push the market competition, while Daphne takes the strategy of Street store.

Due to the different computing cycles, BELLE has not yet released its interim results. However, in the first quarter of May, the number of retail outlets in the mainland dropped by 167.

At the same time, BELLE's core main business footwear business and same store sales fell by 7.8%.

Insiders said that in recent years, the footwear industry's competition 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 in a saturated state. The frequency of consumption has not increased, and the development of the brand has been more difficult.

Seeking new growth points has become an inevitable choice. BELLE, including several brands, is actively developing their own e-commerce business and seeking integration of online and offline businesses.

At the recent shareholders' meeting, BELLE chief executive Sheng Bai Jiao said that although the current sales of e-commerce business accounted for a small proportion, the proportion was less than 3%~4%, the overall sales of limited help, but it has gradually seen the direction of integration online and offline, will invest more resources in this regard.

Last month, Daphne and Tmall also reached a deep strategic cooperation, plans to extend its advantages in All-Star marketing to the electronic business platform.

The company has further developed the online O2O strategy to better sell products and promote brands.

Other online activities include expanding online sales platforms such as Tmall (Tmall) and Jingdong Mall (JD).

In the view of analysts, for the brand, the electricity supplier is a competitor, but also can help the brand to spread and sell channels. For women shoe brands, the development of online business is a good thing. However, at present, the brand regards the electricity supplier as a channel to clean up inventory, and has not achieved the expected effect of brand promotion in the interaction with the line.