In 2015, Daphne Shoes Went To 800 Stores Again.

The brand is becoming increasingly old and has little attraction for consumers.

Daphne's brand "glory" is gone.

Wang Fang runs three cities in a city under Sichuan province.

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"Business has been bad for two years. It's very confusing."

She said that she had joined Daphne for ten years. At the best time, a store sold 200 thousand yuan a month, but now there are only tens of thousands of yuan.

"Tears are all told."

Wang Fangtan airway.

In fact, the situation of franchisee like Wang Fang reflects to some extent the situation of Daphne brand shoes: the brand is getting old and has little attraction to consumers.

Even in such a small city as Wang Fang, Daphne's brand "brilliance" is gone.

The impact of brand decline is more than just

The biggest gain is the company itself.

Daphne International Holdings Ltd's latest fourth quarter earnings warning 2015 showed that its sales had deteriorated further, and the same store sales of Daphne international core brand fell 18.5% in 2015.

The operation of the store is also not optimistic. In the fourth quarter, the group accelerated the integration of the store portfolio. The number of net outlets exceeded the total in the first three quarters, reaching 405 (of which 384 and 21 were joined), while the whole group had 805 outlets (including 692 stores and 113 stores).

According to statistics, as of December 31, 2015,

The total number was reduced to 5597 (5056 Direct stores and 541 joining houses).

Closing shop may be a surprise for Daphne.

"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."

Huang Yingzhe, director of public affairs and communications at the company, said in September 2015 that Daphne, a parity shoe retailer, was hit by the electricity supplier and the profit margins were becoming 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."

"The rise of miscellaneous cards (for Daphne) has had a big impact."

Wang Fang told reporters according to her experience, "if you go deep into the market, you will find that in some small cities or below, some miscellaneous brands have been selling very well over the years."

One of her brand names is Dadong.

The Zhejiang shoe company has introduced more than 3000 stores in the country and has sold 28 million pairs of shoes a year.

The company claims to have more than 200 designers serving it, with a total of 3000 shoes a year.

According to Wang Fang, the design of so many styles in the same industry has been regarded as "very powerful", because at present, several conventional big players on the market are often lost in the style, not enough and not enough new.

Moreover, in terms of price, such a "miscellaneous" brand can not compete with the famous brand Daphne in reputation, so the price performance is much higher than that of "big name". "Two pairs of boots in Dadong are sold to only 120 yuan.

If the material is the same, and it's not a very strong brand, why should I not buy those cheap ones as consumers? "Wang Fang concluded.

Another reason may be Daphne's willingness to admit it.

Over the past few years, the company has adjusted the strategy of the company, and has been in conflict with its franchisees in order to regain the right of agency.

"They beat the price in the first two years. We bid 130 yuan, and sell 99 yuan directly in the store.

The merchant's heart is loose.

Wang Fang revealed.

Cheng Xiongwei, general manager and chief consultant of Shanghai Liang Qi Brand Management Co., Ltd., said this is now very common among retailers.

Brand owners expect to rely on agents and franchisees to open channels in the early stage, but such a mode is actually risky for the latter.

Do not mention small franchisees, even BELLE giants will encounter the situation of raising the market and not playing with the brand.

For example, in 2013, GEOX, the Italy men's shoes brand, decided to break up after the five year agency expired with BELLE.

During the period of agency, through BELLE's efforts, GEOX's network in the domestic market expanded from more than 90 to 340.

The abrupt stop of cooperation means that BELLE's five years' investment in channels is hard to get long-term benefits.

More than Daphne, in fact, some shoe brands founded in China more than ten decades ago are facing the problem of brand aging.

"In the past, as long as the market expansion could cover many problems, nowadays, consumers are becoming more rational.

No sophisticated control will be eliminated by emerging consumers. "

Cheng Weixiong pointed out.