How Did Domestic Women'S Shoes Giants Move After Pformation?

domestic

In full swing,

The market is in a mess.

Ladies' wind vane --

Daphne, 100 degrees and poor performance on Saturday.

A swarm of ants gradually devouring elephants, and elephants would be willing to surrender the market to each other.

Women's shoes giants are looking for a breakthrough: some sell jeans, others sell toys, others build fashionable ecosystems.

These diversified pformation, in the end, there are many factors?

At present, how are the women's shoes giants in China coming out?

BELLE: sell jeans after hundred changes

BELLE CEO Sheng hundred pepper once said at the shareholders' meeting that the sports and clothing business has gone through a downturn in the past few years, the market has finished the inventory, the performance is better, and the profit margin trend is benign.

In recent years, BELLE has made further changes in the layout of its apparel business.

Recently announced the acquisition of Italy Cowboy brand Replay parent Fashion Box SpA 29% equity, to become its second largest shareholder, and will establish a joint venture with its brand in the Greater China market operation.

In addition to Replay, Fashion Box SpA also has children's wear brand Replay&Sons and high-end Cowboy brand We Are Replay, which has 5000 sales outlets and 220 retail outlets worldwide. In 2014, the group's revenue was about 204 million euros, of which 87% came from the international market.

Footwear industry on Saturday: Rename its main business

Earlier this year, the announcement on Saturday changed the name of the enterprise from "Foshan shoe Limited by Share Ltd" to "Saturday Limited by Share Ltd".

The announcement explained that the reason for changing the company name is mainly for the company's future development strategy considerations, and gradually create a diversified brand operation on Saturday, and "online fashion" under the integration of online and offline resources.

In fact, in order to get rid of the image of "selling shoes", a new collection store which is different from the single brand shop of women's shoes has been opened in shopping centers in Beijing, Shanghai and Xi'an on Saturday.

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Toys: Toys

Another women's shoe manufacturer is more cross border and has entered the toy market through the hot concept of the second child. In October last year, it bought Hamleys, a famous toy store in Britain, and plans to make its love like the Chinese market.

Daphne: go straight to camp

Daphne's franchise system is fading.

In 2012, Daphne closed 113 franchises all year round; in 2013, Daphne reduced 114 stores and increased 64 outlets; in 2014, Daphne closed 174 stores and opened 257 Direct stores; as of December 31, 2015, Daphne group had 5597 core sales outlets, including 5056 Direct stores and 541 franchisees, with less than 10% stores.

In the early days of Daphne, the proportion of its franchisees was about 80%.

Insiders believe that Daphne's closure of franchisees to intermediation is intended to unify channels and enhance management efficiency.

In the past, we changed the multi-level sales chain, which was directly controlled by the brand dealers and reduced the circulation links, so as to win higher business profits.

Conclusion: it is a strange thing to change, but as far as the effect is concerned, we can only wait and see.