Who Caused The Tragedy Of Daphne Falling To The Altar?

Faced with the decline in performance is not a Daphne family, the entire women's shoes industry is facing such a situation, including BELLE, Saturday and some other Chinese women's shoes in the "big card".

As the current rental of stores, labor costs rise, coupled with the footwear market saturation, weak demand and so on, footwear brand entities will continue to shuffle.

It remains to be seen whether we can restore the glory of the past.

What is the reason for this old shoe king going down the altar? It has been counted that China sells five pairs of shoes, of which one must be Daphne.

But after the glory, Daphne's share price seems to be on the decline and red light is on the way.

Even now we have to close the door.

Fierce competition in the industry did not keep pace with the pace. At the beginning of Daphne's founding, Zhang Wenyi, one of his founders, took only 5 workers to rent a factory in Taiwan and began to start from scratch.

At that time, the footwear industry was not very developed, so in 1987, Zhang Wenyi and Chen Xianmin founded the wing en International Group (Daphne international predecessor) successfully in Hongkong.

Later, due to the rising cost of land and labor, Zhang Wenyi chose to shift the factory to Putian, Fujian, where the focus of production shifted to the mainland. The Daphne shoes brand began.

Shoes and clothing industry tends to be saturated. Daphne's early market positioning is very accurate. They only make women's shoes, because women spend more money on shoes and clothing than men.

This positioning allows

At the beginning of creation, we could say that it was a smooth journey without obstruction.

But now, unlike Daphne's recent start up business, the current shoe and clothing industry is growing, and the supply and demand volume is much larger than demand.

And in publicity, many new brands are full of tricks.

In this case, Daphne seems to be struggling, and some customers are also taken away by competitive companies.

In addition, because the main price of Daphne's shoes is 200-300, and many new stores to steal the tourists, they will make the price very low and put them at the price of 100 yuan to 200 yuan, so many customers will not give priority to Daphne in terms of price alone.

Innovation can not keep up with the shoe and clothing industry that has sprung up to give Daphne a fatal blow. At the same time, the innovation of these enterprises is also a headache for Daphne.

Not only that, they also have strong learning and imitation ability, but the challenges faced by Daphne can be imagined.

Nowadays young people are very enthusiastic about fashion, and their ability to capture fashion is also extremely keen.

Daphne's managers seem to be less sensitive in this regard.

"The beautiful 100 points, beautiful without discount" this widely circulated advertising word Daphne is still in use, and now in the eyes of young people, it is almost the language of the grandmother.

In addition, on the design of shoes, the products of Daphne always seem to be behind the fashion elements. This is absolutely unacceptable for a brand specializing in women's shoes and women's shoes.

Failure to grasp the trend of fashion is perhaps the main reason why Daphne has been down in recent two years.

The earliest layout of the electricity supplier, but did not meet the outlet electricity supplier is a very good sales channel, if not to do business well, it is very easy to be eliminated by the market.

But the electricity supplier is not blind to do it, it has certain rules to follow.

As early as more than ten years ago, the electricity supplier was not so popular, but just a few years ago, online sales suddenly became hot.

Success or failure depends on whether you can grasp the draught.

It is impossible for Daphne to fail to know when the electricity supplier is in the early stages.

But the problem is that interest is there, but whether you can grasp it is a real problem.

The fact is that in addition to Ma Yun and Liu Qiangdong, Daphne started to do business as early as ten years ago.

At that time, Taobao was only online for 3 years, and Jingdong was just beginning to do business.

For most people, the electricity supplier is still a distant and unfamiliar word.

The problem is right here, as we said before.

There is a certain draught, and Daphne can get up so early to catch a market in the early hours of the night, and the consequences can be imagined.

Ten years ago, consumers said that the first idea in buying their brains was to go to the physical stores, so the sales channels of Daphne online could not bring much revenue to them.

At that time, the annual income of millions of people online was only half a day's income from the offline stores, thus we could know how much Daphne had suffered in the electricity supplier.

If we did not seize the right time and did not really understand the real consumers' situation, it would be a pure blueprint for Daphne to make no propaganda at the later stage. This is why the electricity supplier has not achieved any results.

Later stage

By the end of the year, everyone became familiar with the Internet. When the electricity supplier started to become popular, Daphne's performance remained unchanged.

First of all, this bottleneck is not only encountered by the Daphne family. Under the situation that the shoes and garments are growing more and more saturated, many enterprises have begun to adopt policies to deal with this situation. Many enterprises are beginning to pform to the electricity supplier, and the results are good.

So this is why the late Daphne is still facing the pressure of competition.

The three basic characteristics of e-commerce are: cheap, convenient and authentic.

In fact, for an enterprise and brand, it is very important to seize the market trend. Many times, it is because of the neglect of the market and consumers, resulting in serious losses.

For Daphne, genuine products are entirely guaranteed, but there is no advantage in convenience, because there are too many stores before the peak. Daphne stores have more than 6000 stores in the peak period, which basically can meet the shopping needs that people can find out. Therefore, Daphne has no obvious advantage in convenience.

In the early days, Daphne suffered a dumb loss because of the electricity supplier. Most of the brands sold at the later stage were mostly cheaper because of online sales. This is the competition point for sellers of Taobao online, while Daphne price has never been able to drop and lose competitiveness.

Offline stores have shut down 1277 stores a year, while online sales are sluggish. In this case, Daphne's stock fell to its lowest level.