Daphne Closed 827 Stores Last Year And Has Yet To Stop Bleeding.

"How?

Shoe cabinet,

How much less is the shop that sells women's shoes? "The familiar traditions.

The brand is now in the mire of declining performance.

The latest announcement of Daphne, a popular shoe king, showed that 139 stores and 37 franchises were further reduced in the first quarter of this year on the basis of 827 stores closed last year.

Daphne closed 827 stores last year and has yet to stop bleeding.

Recently, a reality TV show called "bee girl team" launched by Zhejiang satellite TV, in addition to attracting two male stars from Nicky Wu and Nicholas Tse, has also attracted the participation of Daphne, once known as "the king of popular shoes".

Daphne, who sells shoes, is involved in the new production of TV programs. The analysis of market participants does not exclude the consideration of pforming losses.

The results of 2015 announcement of Daphne listed in Hong Kong showed that last year's turnover was HK $8 billion 379 million, a decrease of 19.1% compared to the same period last year, and the loss of company holders should be HK $379 million.

Chinese business reporter visited Daphne's calendar year announcement, found that the interests of equity holders should have been declining for three consecutive years.

In 2015, it was the first loss in nearly ten years.

The decline in performance last year was the result of the closing of stores last year.

Daphne announcements show that last year, the number of group stores in the fourth quarter exceeded the total in the first three quarters, reaching 405, and the group closed 827 stores throughout the year.

The unaudited announcement released by Daphne in April 14th showed that 139 Direct stores and 37 franchised stores were further reduced in the first quarter of this year.

Daphne shop is not a case. The overall depression of women's shoes industry has become an indisputable fact.

The 2015 year performance report released on Saturday showed that the company achieved 1 billion 642 million yuan in revenue last year, 6.6% down from the same period in the previous year, and the total profit was 33 million 220 thousand yuan, down by 37.68% over the same period of last year.

BELLE, the largest female shoe retailer in China, also issued a profit warning at the end of March. It is estimated that the profit attributable to equity holders in 2015/2016 will be reduced by about 35% to 45%.

East Street Daphne closed, BELLE door locked

"How can Daphne, shoes, BELLE and other women's shoes sell less?" Ms. min Kang of Xi'an city told reporters that she remembered there were many stores like this in the streets and lanes in the past two years, and now it is difficult to find them on the streets.

Xi'an East Street has concentrated on a large number of exclusive stores of casual wear and footwear brand, but in April 20th, reporters saw here that due to the overall renovation of the blocks, many shops had disappeared.

A row of facade houses on the opposite side of the restaurant in Xi'an was not affected by the pformation, but the original Daphne store had been closed. There was also a contact telephone on the door. The sign on the door lint was left with the word "Daphne". Next door, a BELLE store was also locked.

Along with the decline of brand women's shoes and the closing of shop style, there is a special sales promotion trend.

Reporters on the 20 day in the bell tower and small village business district, a number of shopping malls women's shoes counters found that some brands just listed on the new brand: "Xia new, low to thirty percent off, the new 199 yuan to reduce 50 yuan" and other promotional information.

Fashion shoe clothing retail has become an industry problem.

In the face of declining performance, the main reasons for each brand's external claims are mostly macroeconomic slowdown, weak consumer willingness to consume, operating costs, including rents and labor costs continue to rise. Last year, global warming caused unsalable goods, as well as the constant impact of electricity providers, resulting in weak sales.

BELLE group CEO Sheng Bai pepper has previously publicly stated that under the environment of the Internet changing people's lifestyle and behavior patterns, physical retail is facing greater challenges. The current business dilemma of fashion shoe and clothing retailers is a common problem in the industry.

Now the business form of all walks of life is changing.

In the view of Zhu Lin, chairman of Shaanxi classic business operation management company, there is still a lack of a clear judgement on the present and future market of shoes brands including Daphne.

He said that the traditional industry is affected by the Internet, which is only one aspect. But doing well in the offline work and doing well in the product can also resist the aggravation of the loss situation.

A market personage who does not want to be named thinks that although these brands are not good enough to evaluate the brand, these successive shops, such as Daphne, are indeed caused by simple and crude homogenization and large-scale development, and can not keep pace with consumers.

In recent years, the rapid expansion of fast fashion brands in China, such as HM, ZARA and so on, has succeeded in meeting the needs of young consumers.

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Personalization, specialization and scene replace scale.

In the hottest 2008 of Daphne, a book entitled "Daphne mode successfully monopolized" books detailedly dissected the secrets of the brand management, logistics and marketing system, and summed up a set of experience of the rapid expansion of retail brands.

Times have changed, and the once successful business model has become a shackle to restrict the pformation of enterprises.

AI predicts that the retail sales of China's footwear enterprises will reach 185 billion yuan this year, and the stores under the line will become more and more "shoe testing rooms".

Some market participants say that due to the involvement of online sales and the change of consumption demand, now, to make a successful brand of women's shoes, it is absolutely not to occupy the market by grabbing the site and opening several "test shoes".

Zhang Hong believes that now is the personalized economy, fans economy, only enterprises change business models, conform to the development of customized, in order to survive, simple shop stop may be just drinking poison to quench thirst.

Tmall related responsible person also said that for the most consumptive Post-80 and 90's, personalized customized products are more likely to become their favorites.

Zhu Lin said that in addition to the pformation of product design ideas, the stereotyped store style must also be subverted.

Whether it is store decoration and scene creation, consumers should have more sense of experience and sense of acquisition, thus creating a desire for consumption.