The Loss Of Todd J Hussein'S Pea Shoes Led To Serious Setbacks In Performance.

According to the world clothing shoes and hats net, it was once sold for a hot sale.

Highly successful

(hereinafter referred to as "Todd"), precisely because of the loss of bean Dou shoes, resulting in serious setbacks in performance.

Todd's parent company TOD 'S group released its first quarter results in May 6th, indicating that the group's performance plunged sharply due to the influence of its core business shoes.

How to cultivate a lasting consumption power after gaining market with comfort is the main problem facing Todd.

Decline in performance

According to the latest quarterly report released by TOD S group, sales of TOD 'S group decreased by 4.4% to 230 million euros compared with the same period last year.

The sluggish performance in the first quarter of fiscal year 2017 is exacerbated by the TOD S group, which is in decline.

Prior to the 2016 fiscal year's annual earnings report, TOD 'S Group sales decreased by 3.2% to 1 billion 4 million euros, TOD' S Group Chairman and chief executive officer Diego said that this year's performance will improve, but from the current performance of the situation is still not optimistic.

In the 3 months ended March 31st, sales of its core footwear shoe sales decreased by 5.1% to 192 million euros. It is worth noting that in the first quarter of this year, Todd's sales reached the biggest quarterly decline, falling 6.7% to 123 million euros.

To this end, TOD 'S group only indicated that it was mainly affected by poor performance of shoe products and product delivery time.

According to the market, Italy's domestic sales fell 8.7% to 79 million 400 thousand euros compared with the same period last year. Sales in other parts of Europe dropped 3% to 57 million 300 thousand euros, while sales in the United States dropped 15.7% to 16 million 800 thousand euros, while sales in the Greater China region increased 3.6% to 50 million 300 thousand euros compared with the same period last year.

At the end of the first quarter, TOD 'S group had 274 Direct stores and 107 stores in the world, and Emilio Macellari, chief financial officer of the group, said it plans to add 13-15 new stores worldwide this year, while closing some unprofitable stores.

Single product

Judging from the current performance, consumers seem to have lost their sense of freshness in the "bean shoes" lacking product innovation.

At present, it is becoming younger.

Industry, the middle class elite style represented by bean shoes is being marginalized, and Todd, whose comfort is the selling point, is gradually losing competitiveness.

Throughout Todd's "Doudou shoes" product design style few innovations.

In the context of increasingly diversified and individualized consumers, Todd has made few adjustments in material and color, and has hardly explored more space for style change. How to develop sustained consumption power and seek new profit growth points is the main problem facing Todd in the future with the high comfort of a single product "Doudou shoes".

Cheng Weixiong, general manager of clothing industry senior observer and Shanghai Liang Qi Brand Management Co., Ltd., said that the new consumer groups are different in demand for styles, fabrics, colors and functions.

The decline of Tods's performance is related to the product being too single. Price sensitivity for such substitutes, especially in the era of full counterfeiting, is unlikely to buy high priced products. For consumers, the price of Todd is too narrow.

Unpredictable ahead

Min Guangya, chief consultant of Guangzhou blue Olympic retail consulting, said in an interview with reporters that a single explosive product can not satisfy the personalized needs of the current consumers. The growth of performance brought by a trend is not a long-term plan to support the brand and the development of the enterprise.

The core business shoe line was frustrated, and TOD 'S group also tried to strengthen handbag business.

The Double T series handbag launched in spring and summer 2016 caused a certain degree of heat due to the younger design and brought some vitality to handbag business.

However, in the fierce competition of major brand handbags, the Double T series failed to bring obvious performance boost.

Meanwhile, the TOD 'S group, which has seen no improvement in handbag business, has again focused its business on shoe shoe plates.

Emilio Macellari attributed the first quarter results to the designer team "is still in the running in period". It is believed that the new series has not been popular before sale and is a normal phenomenon. At the same time, it is said that the design of "Doudou shoes" will be innovating in the future.

Last year, the TOD S group had said that it would turn its focus back to Italy and other European countries, as group performance slowed down in China, the United States and Japan, while Europe remained stable.

But now that the wholesale channel is weak, the European market, especially the Italy local market, is also falling.

The only growth area is China, which is obviously inconsistent with the previous European strategy.

In terms of store operation, TOD 'S group said it would enhance the experience of physical shops, but the details were not disclosed.

Emilio Macellari said that a more perfect team is being built to produce more series each year, and some "new generation shops" are being added to provide customers with a new shopping experience.

Emilio Macellari believes that the recovery of group performance is only a matter of time. To achieve market expectations, TOD S group has a long way to go. It can not be haste, and it takes time and patience.

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