Analysis Of The Performance Of The 5 Shoe Companies In The First Half Of The Year

According to the world clothing and shoe net, in the first half of the year, although the retail industry was getting warmer,

The market is still showing signs of decline.

A generation of "shoe king"

The first half of the year has already been delisted, and it also sounded the alarm for shoe industry.

Shoes listed companies except BELLE, other brands have announced their first half performance in succession.

According to statistics, Daphne, 100 degrees,

International, red dragonfly, and 5 footwear companies listed on Saturday had a total revenue of about 7 billion 600 million in the first half of 2017, down 6.17% from 8 billion 100 million in the same period last year, with a total profit of about 229 million, down 29.32% from 324 million in the same period last year.

Of these, 4 were profitable, 1 were losses, 2 revenue and net profit were double, 3 revenue and net profit decreased.

Compared with the same period last year, the 5 enterprises' revenue fell across the board, and picked up slightly.

Red dragonfly, the best performance on Saturday

In the 5 shoe companies, the double growth of revenue and net profit was the red dragonfly and the red dragonfly on Saturday, which maintained a rising trend. Revenue grew by 7.89%, and net profit increased by 21.19%.

Compared with the same period last year, there has been a substantial increase.

It is understood that the main revenue growth of Red Dragonfly revenue growth of the company's e-commerce business, and the launch of the new brand D.VALLEY, D.NEST growth, its online revenue contributed significantly, operating income reached 259 million yuan, an increase of 30.86% over the same period.

Saturday's revenue was 790 million, net profit 22 million, an increase from last year's decline to an upward trend.

The growth of Saturday's performance, on the one hand, has also benefited from a slight increase in the newly established brand collection store "SATURDAY MODE". On the other hand, it has increased its business and revenue by acquiring fashion front and Beijing Shixin.

Daphne's largest revenue, but sustained losses

Daphne's revenue in the first half of the year was about 2 billion 347 million yuan, and its turnover was the highest among 5 enterprises, but it was the only loss in the first half of the year. The loss in the first half was about 181 million yuan.

In the first half of the year, Daphne's revenue and net profit continued to decline in the same period, but the decline has narrowed. The decline in performance is mainly due to the decline in sales of offline stores.

Although Daphne has a large market share, it has contributed to the profit contribution.

AOKANG international and 100 billion net profit increased

AOKANG international, 100 billion revenue, net profit continued the same period last year's downward trend, but the revenue decline slightly narrowed, but net profit fell by several times.

AOKANG made a net profit of 175 million yuan in the first half of the year, a drop of 17.25%, a net profit of 39 million, a drop of 56.59%.

Stop shop and expand shopping center stores

With the upgrading of consumption and the pformation of models, the old stores have no longer adapted to the current consumption trend, and the sales of the stores have declined sharply, and the losses have expanded.

The best choice for shoe companies is to stop shop and stop the loss and rearrange the layout.

In the first half of this year, Daphne closed 330 sales outlets and launched a new image store.

AOKANG international stores 180, and opened 235 new stores, accelerate the development of shopping center stores, red dragonfly phase closed shop 285, new stores only 8, and strengthen the layout of the city's core areas and expand shopping center stores.

Build a new brand and launch a collection store

From the red dragonfly and Saturday's performance growth, we can see that the new brands launched by shoe companies are welcomed by consumers, and both have achieved good performance growth. The new brands are mostly presented in the form of a collection store.

Red dragonfly has launched many new brands such as D.VALLEY (fast fashion buyer collection store), D.NEST (personalized retail service platform for shoes bags and accessories) and so on, and has perfected Red Dragonfly brand hall and shoe science and Technology Museum. At the same time, it has carried out shoe culture roadshow to create online VR shoes culture museum.

On Saturday, we focused on building the fashion IP ecosystem to promote the fashion IP collection store. As of June 30, 2017, the company has set up 108 brand stores in the whole country, and has achieved good sales results.

Strong growth in e-commerce channels

E-commerce channel has also become a sales channel for footwear enterprises to grow steadily. Taking red dragonfly as an example, online business revenue grew by 30.86% over the same period, accounting for 259 million, accounting for 17.74% of the company's total turnover. AOKANG international online sales also maintained steady growth, accounting for 12.64% of the main business revenue in the first half.

Even the loss of Daphne, despite the sharp decline in offline sales, but the electricity business can continue to maintain sales growth and profitability.

With the rise of online shopping, the scale of e-commerce market has gradually expanded, and the channel of e-commerce has become a common choice for shoe companies.

Below are details of the 5 first half of 2017 shoe companies:

Daphne: net profit continued losses

The decline of women's shoes market continued. Daphne's international sales volume declined in the first half of the year, and net profit continued losses.

Daphne's turnover in the first half of 2017 amounted to HK $2 billion 733 million, a decrease of 19.6% compared with the same period in 2016.

Operating losses amounted to HK $205 million, which was narrowed by 17.7% compared with the same period in 2016. The decline in turnover was mainly attributable to a year-on-year decrease of 16.4% in the group's sales outlets and a negative growth in the sales of core brand businesses.

Although sales of offline stores have declined, the electricity business continues to maintain sales growth and maintain profitability.

In the first half of, Daphne continued to integrate its stores. In the first half, it closed 330 sales outlets, of which 306 were sold as core brand outlets.

To actively respond to market changes, the second quarter of this year started the brand innovation plan, pushing Daphne's new image shop and cross-border cooperation, and opened the first new Daphne shop in June.

In addition, the group has focused on brand marketing in cross-border cooperation projects, and has made a comprehensive marketing campaign plan for the autumn and winter series listing with the first cross-border cooperation project in the US fashion brand Opening Ceremony.

In the future, we will continue to launch new image stores, while strengthening the channels of e-commerce and developing all channels.

AOKANG International: only store stores and distribution outlets gain revenue growth.

AOKANG's revenue in the first half of the year was 1 billion 594 million, down 0.49% from the same period, with a net profit of 175 million and a 17.25% decline in the same period.

The decline in business revenue is mainly due to the decline in foreign trade and the reduction of group purchase orders, resulting in a decline in overall sales of the company.

From the point of view of store outlets, only stores and outlets have gained revenue growth, and all other channels have grown negatively.

From the brand perspective, AOKANG and its three brands have seen a slight increase in AOKANG and Kanglong's revenues, but Cage's brand has grown strongly, with revenue of 57 million 730 thousand yuan, an increase of 202.61%.

In addition, the company opened 131 stores in the first half of the year, closed 47, opened 80 new AOKANG brands, closed 98 stores, and did not open Kanglong brand stores, but closed 29 stores, and Cage brand stores opened 24 new stores and 6 stores.

It can be seen that the main expansion of AOKANG stores and Cage brand stores, Kanglong brand is suspended expansion, while shrinking the existing store size.

For offline stores, the company still sticks to the "big store strategy" and continues to expand the store with large area, good image and excellent service, and gradually enhance the efficiency of single store.

In 2017, through strategic cooperation with Wanda, Huarun and other brand commercial real estate developers, we accelerated the pace of commercial real estate channels, and gradually improved the layout of the channels.

At present, the company's main online sales channels include Taobao, Tmall, Jingdong, vip.com and other three party platforms, as well as the company's self built e-commerce platform and WeChat store.

In recent years, online sales have maintained steady growth. The proportion of main business revenue in 2017 and half year has reached 12.64%.

To cater for the increasingly personalized and fashionable consumer demand, the company will continue to adjust and upgrade existing channels, accelerate the integration of online and offline retail, enhance the service experience of consumers, and increase product innovation to meet the new consumer demand.

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Red Dragonfly: electricity business growth exceeds 30% to promote new brand incubation

Red Dragonfly achieved business income of 1 billion 460 million yuan in the first half of 2017, an increase of 7.89% over the same period last year, and net profit attributable to shareholders of listed companies was 174 million yuan, an increase of 21.19% over the same period last year.

During the reporting period, online business revenue reached 259 million yuan, an increase of 30.86% over the same period.

During the reporting period, 285 red dragonflies were closed, and only 8 new shops were opened.

At the same time, we should strengthen the strategic store in the core areas of the city, enhance the brand influence, and actively layout the shopping center channels, and layout strategic cooperation with a number of commercial real estate companies.

As of the end of the reporting period, there are 4124 marketing network terminals in the country, especially in the two or three and four line markets, with strong market penetration and penetration.

In the context of increasingly younger consumption and fashion, red dragonfly brand continues to promote brand upgrading in the first half of the year.

On the product, we constantly upgrade the proportion of fashion and leisure products, and brand new brand image and terminal store image.

At the same time, we actively promote the incubation of new brands. During the reporting period, the company actively explored the incubation of new brands. At present, many new brands including D.VALLEY (fast fashion buyer collection store) and D.NEST (personalized retail service platform for shoes and accessories) have been launched to foster new growth momentum for the company's future development.

Red Dragonfly continues to improve the construction of the Red Dragonfly brand hall and the shoe science and Technology Museum on the basis of the existing Chinese shoe culture museum. At the same time, it carries out the shoe culture roadshow, builds the online VR Shoes Culture Museum, and carries out the marketing of fans and communities through the emerging media such as the WeChat platform, upgrading the image of the terminal store, and enhancing the consumer's awareness and intimacy toward the brand.

In terms of sales, the company adopts the mode of combining online and offline development, combining proprietary business with franchising.

Online sales are mainly based on direct sales, supplemented by franchisees. Through the three party platforms such as Tmall, Taobao, Jingdong, vip.com, etc., the establishment of a self flagship flagship store and its deep cooperation relationship are established. At the same time, some qualified franchisees are also developing as franchisees for online sales.

At present, e-commerce has become an important business segment of the company, and has maintained a relatively high growth. In the first half of this year, the sales volume of the company's online business was 2.59 yuan billion yuan, an increase of more than 30% over the same period last year.

Saturday: increase investment in brand collection stores

Revenue grew 11.42% to 790 million in the first half of, and net profit rose 10.7% to 22 million 310 thousand over the same period last year.

In the future, Saturday will increase investment in brand collection stores.

"Fashion IP collection store new and supply chain construction project" plans to add 280 fashion IP stores nationwide in two years.

During the reporting period, the company took part in the establishment of the Foshan fashion industry M & amp; a investment partnership (limited partnership) on Saturday, and completed the acquisition of the controlling stake in vogue and Beijing shihin by cash, and accelerated the construction of media and social platforms.

Fashion forward and Beijing Xin Xin were incorporated into the company's merger in late 2017 2.

The performance of the two new media company is in line with expectations, and net profit of 9 million 657 thousand and 900 yuan and 2 million 807 thousand and 800 yuan respectively from March to June.

100 billion: net profit decline, cross-border toy diversification

In the first half of 2017, the revenue reached 1 billion 415 million yuan, down 5.8% compared to the same period last year. Net profit was 39 million 55 thousand yuan, down 56.8% compared with the same period last year.

The net profit decline was mainly due to net loss of exchange losses in the first half of the year, compared with net income in the same period last year, the announcement said.

During the period, as one of the world's major brand strategies, the company continued to enhance its strategic business with Hamleys, a high-end toy retailer in the UK, to diversify its business and enrich its product portfolio.

To further optimize and expand the brand portfolio, the company also established a joint venture to sell "STEVE MADDEN" products in China. At the end of 2020, it is expected that 150 "STEVE MADDEN" retailers will be opened in China.

In addition, the joint venture will sell "STEVE MADDEN" products through multiple network sales platforms.

During the reporting period, the company operates 1638 self retailing stores and 365 third party retail outlets in China.

Open shop continues to adopt prudent shop expansion strategy, and is committed to optimizing its self retailing and three party retail stores.

In the future, it will continue to optimize its retail network through strategic cooperation with the three party retailers, such as department stores, shopping centers and Orai City, so as to increase market share.

In the first half of the year, another important point is to develop e-commerce business rapidly.

By further using online sales platforms (such as WeChat, Tmall and Jingdong) to further strengthen its O2O strategy and develop new online channels.

During the period, the group implemented innovative and interactive online marketing strategies, such as building WeChat official accounts to expand customer base through various online sales and marketing activities.

More interesting reports, please pay attention to the world clothing shoes and hats net.