BELLE Shoes Giant Starts To Seek New Road Of Pformation

Recently, women's shoes industry

Saturday is not easy.

Industry experts said that the development of women's shoes industry is weak, and the pformation is imminent.

Daphne closes 181 stores in the first half year

Daphne international, which is also listed in Hongkong as BELLE international, has announced its interim results. The turnover in the first half of the year was HK $4 billion 374 million, a decrease of 13.9% compared with the same period last year, with net profit of HK $2 million 500 thousand, compared with 172 million Hong Kong dollars in the same period last year, a significant decrease of 98.5% over the same period last year.

What is particularly noteworthy is that the turnover of Daphne core brand Daphne and shoe cabinet declined 13.9% to 4 billion 34 million yuan in the first half of the year, and was affected by the high fixed cost institutions and the main operating cost inflationary pressure. The operating profit rate dropped from 5.7% in the same period last year to only 1%.

Meanwhile, it closed 181 stores in the first half of the year.

Daphne said that the decline in the group's performance was mainly due to the slowdown in macroeconomic growth and the weak consumer desire for consumption. The rapid growth of e-commerce channels has intensified its competition with retailers.

Group management believes that the delay in spring and summer brings additional challenges, and the early sale of some parts of the popular women's shoes market has led to fierce competition in the market.

On the same day that Daphne announced its earnings, there were also Foshan women's shoes listed in Shenzhen on Saturday. In the first half of the year, its revenue fell 3.81% to 845 million yuan, while net profit dropped 18.91% to 27 million yuan over the same period.

On Saturday, the decline in profits was summed up as follows: "the main channel of the company is fierce competition in department stores, sales continued to be weak, and the number of self run stores and distribution outlets in the first half of the year" has been reduced.

It is understood that last Saturday, nearly 400 stores closed last year.

At present, only a few hundred women's listed companies have maintained their performance in the first half of the year.

The interim results released on the last day of August showed that the total revenue in the first half of the year was 1 billion 416 million yuan, an increase of 14.1% over the same period last year, with 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.

Industry faces general difficulties to be pformed

Women's shoes industry is now facing a general predicament. Insiders believe that the footwear industry is now facing the problem of changing retail channels, and can no longer blindly expand on a large scale.

After the explosion of the shop, the market has become saturated, and with the increase of rent, advertising and other costs, the impact of the electricity supplier,

It has passed the golden period of development, closing stores or becoming normal.

If we do not consider pformation, we will still face great pressure in the next few years.

When reporters visited the women's shoes counters such as Zhongyi store and Tianhe department store, salesmen also said that business was not as good as before.

A Miss Chen, who is trying on shoes, said she would not pay the bill immediately. "Try the style and the code, go back to the Internet to see if there is any cheaper price."

This situation is not a small number, to a certain extent, has led to a decline in sales of physical stores.

In the face of weak market and declining performance, several women's shoes brands are also actively pforming, hoping to find new growth points.

Take BELLE as an example, besides the main business, BELLE also operates sports and clothing categories, especially the sports category to a certain extent, hedging the weakness of footwear. A quarterly report showed that while the sales of shoes and footwear business decreased by 7.8%, the sales of sports and clothing business increased by 12.4%.

At the previous shareholders' meeting, BELLE CEO Sheng Bai Jiao said that the sports and clothing business had gone through a downturn in the past few years, and the market had finished the inventory. The performance was better and the profit margin trend was benign.

Apart from breakthroughs in category, women's shoes

Channels are also changing, are actively developing e-commerce business, and seek online and offline business integration.

Sheng Bai pepper said that although the current electricity business sales accounted for a small proportion, 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.

Not only BELLE, but also said that it will further develop the O2O strategy, while better marketing products and promoting brands, including expanding online sales platforms such as Tmall and Jingdong, and promoting offline store consumption experience and expanding the outstanding new authorized brand store network.