Daphne Has Been Cited By Several Franchisees For Several Crimes.

Daphne has been a little annoyed lately.

In the 2016 spring of this old shoe company

The nation's franchisees staged a collective protest.

Last week, dozens of franchisees from all over the country went to Daphne headquarters in Shanghai to "ask for a view".

Franchisees listed Daphne's "number of charges", such as the collection of illegal fees, the use of franchisees to digest inventory products, Direct stores to sell goods below the franchisee and other ways of franchisee and so on.

These moves seem to be a way for Daphne to try to "join in".

The above scenes are familiar.

If the time is pferred back to three years ago, many domestic media also reported all kinds of disputes between Daphne and its franchisees. At that time, businesses had questioned whether the brand was "going to franchisee" or even accused Daphne of "breaking the bridge".

From the number of stores, Daphne has 6221 core brand outlets in the first half of 2015, including 5631 Direct stores and 590 franchises.

In the first half of 2012, Daphne had 4958 Direct stores and 1010 franchises.

There is no doubt that the proportion of franchisees is declining.

"I have been making the brand of Daphne since 2002."

A Chongqing franchisee told reporters that although the business in recent years is not good, but since 2007~2008 years of Daphne's own outlets opened to Chongqing, the franchisee in the area began to decline.

"After all, they are direct battalions and have advantages over us in terms of purchase and pricing."

In terms of business models, the above approach seems to be a common practice of brands around the world.

Many European and American luxury brands entering Japan, China and other overseas markets used this strategy: in order to reduce the opening of new stores,

In terms of cost and risk, brand players usually choose partners when entering strange markets, and take the business to their partners.

With the accumulation of reputation and capital, the former will not hesitate to build up a direct store mode to further occupy the market.

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In recent years, the market competition of shoes and clothing is too fierce.

We ourselves have been greatly affected.

Huang Yingzhe, director of public affairs and communications at Daphne, believes that some of the businesses are directly in touch with the market.

It will feel the adjustment of the market, and many shops that are squeezed by the profit can not keep going.

"But we have been helping these people.

In fact, in the past week, our regional franchisees have agreed with many franchisees. "

In the first half of 2015, the company closed 181 stores.

And the number of stores like this will continue.

"At the moment, it is unlikely that we will be able to open shop with the speed of 700 or 800 a year, no matter whether we are in line with other brands in the industry."

Beginning in 2013, Daphne International's performance began to decline after consecutive double-digit growth.

Huang Yingzhe acknowledged to reporters that the parity shoe retailer like Daphne has been hit by the electricity supplier immense, and the profit margins are becoming thinner and thinner.

"Consumers of parity shoes are more sensitive to prices. If they are offline, they will be fine, but if they go online, even the difference between $350 and a pair can affect their decision."

Although Daphne is still the core brand of the company, sales account for more than 90% of the whole group's revenue.

But they are also looking forward to diversifying their brand operations. There are nearly 10 brands in the group.

Huang Yingzhe stressed to reporters: "compared, we are still the most powerful star resources."

Daphne once invited SHE stars such as Rene Liu and Taiwan to speak for them.

At present, the new round of endorsement includes Nicholas Tse, Liu Shishi and Gianna Jun.

"One of the ways we are still innovating is to cooperate with celebrities in another way.

The new brand of Daphne and Gao Yuanyuan is called "round ripple". The brand went public in 2014, but it didn't own its own store. All the series were sold in Daphne's stores, which is more expensive than Daphne's.

Huang Yingzhe revealed that the company is a joint venture between Daphne and Gao Yuanyuan, which accounts for 50% of each other's shares.

Sherry is another fashion buyer of STEPHIGHER, another brand.

The name of a star may attract some fans.

For example, in 2014, all over Asia, "Professor Kim Su Hyon" made a lot of eyeballs for AOKANG.

According to AOKANG, this price is not small, it cost 11 million yuan.

But it's hard to say that such a huge endorsement fee is not worth it. How many pairs of shoes does AOKANG need to sell to earn the 10 million? How many of Kim Su Hyon's fans can turn into AOKANG consumers?

Whether for the main buyers or the branding firms, whether the star effect can drive their already weak sales? It seems to be seen.