Why Did Daphne Ever Appear So Popular?

　　 Daphne In recent fourth days, sales fell by 20.2% in 2015 and 18.5% in the whole year, according to a recent announcement. In 2015, Daphne closed 805 stores and closed 405 stores in the fourth quarter, which exceeded the total number of stores in the first 3 quarters. Why did the "mass shoe king" ever become so popular? The company said that one of the reasons for the four quarter's sales performance was "exceptionally warm winter". However, the industry said that with the upgrading of the consumer market, the footwear enterprises with the flagship low-end parity route are facing both the squeeze of high-end brands and the attack of the electricity supplier.

Electricity supplier growth is not up to the decline of the entity store, estimated annual loss

For shoes, weather is indeed an important factor affecting sales. However, the decline of "Volkswagen shoe king" was already evident before the warm winter last year. Public information shows that from 2011 to 2014, the growth rate of Daphne's same store was 21%, 9%, -10.4% and -3.4% respectively, while the same store growth rate reached -18.5% in 2015, a five year low. It is learnt that, due to prudent sales network development strategy and improving management efficiency, reduce costs and other factors, Daphne further intensified the integration of stores in 2015, including 405 stores in the last quarter, exceeding the total number of stores in the first 3 quarters. As of December 31st last year, the total number of Daphne's core brand outlets has dropped to 5597, of which 5056 are direct stores and 541 are franchised stores.

Mr. Huang has been selling shoes and bags for sale for many years on the way to Sheng state. In his impression, Daphne once was very beautiful. "There used to be three or four stores in the Confucius temple, but now there are only one left." Mr. Huang sighed with a sigh.

From the reporter's visit, "no previous years good" has almost become the consistent feeling of these store salesmen. A salesperson at a Daphne Confucius Temple store said, "now it can't be compared with before." In her view, in addition to the Confucius Temple scenic area road planning adjustment affects some of the passenger traffic, the impact of electricity providers on the sales of stores has also reached about 20%.

It is worth noting that although Daphne's own e-commerce business has been growing in the fourth quarter and full year of 2015, Daphne has been in the Alibaba's "double eleven" activities. brand Continue ranking Women's Shoes The first name of the category. But in the announcement, the company said that the proportion of electricity business in the overall sales of the group was not high, and its growth could not offset the negative effect of the dilution of the physical store customers. It is expected that the company will suffer a significant loss throughout the year.

Homogenization competition intensifies parity products to speed up a new speed

A more brutal reality is that compared with some of the stores that are hard to find in the mall, Daphne's regular customers are even more troubled by the fact that finding their favorite style has become increasingly difficult. "Shoes are getting uglier..." Liu Liu, a student at Nanjing University of Posts and Telecommunications, went shopping with her girlfriends.

A set of comparative data may be able to answer the puzzles of Daphne's regular customers. Daphne Xinjiekou new hundred store counters now have about 100 new items each quarter, and BELLE in the same trading area is more than 300. In recent years, the speed of store expansion is obvious, and the number of new Q is increasing.

According to the two new annual numbers of the official websites released by these 450 brands, the former has 450 new models per quarter, while the latter has more than 700. Although each brand will adjust the number of new products according to the sales situation of stores, but even if the local adjustment factors are taken into account, the difference between different brands in new styles will be particularly obvious.

An industry insider said in an interview with reporters that since the appearance of shoes in China is currently unable to apply for patent protection, the present situation is that imitation is very fast and homogenization competition is intensified. "For the enterprise, to be a fashion product, if you want to walk ahead of others, the R & D capability must be strong, and the new speed should be fast."

Industry experts said that with the continuous improvement of Chinese women's consumption ability, the demand for medium female footwear consumption market will continue to rise. As the sole listed female footwear enterprise with a double growth in net profit in the middle of 2015 and same store sales performance, the staff of the 1000 degree group mentioned in an interview with reporters that compared to the basic brand in the group, the rise in the number of mid line brands was obvious in the past 2015.