Is It Difficult To Embrace The Electricity Supplier?

World clothing shoes and hats online news, in recent years, consumers in the eyes of the "shoes of the king" brand appears to be no longer in decline.

Behind this is the profound changes in consumption trends, purposes and scenarios. If these "hindsight" ships fail to turn quickly, they will not follow the footsteps of consumers.

BELLE pulled out of Hong Kong stock last year, and Daphne lost three years.

Fortune bird's corporate debt has collapsed recently.

Fortune bird was the third largest brand business casual shoe manufacturer and the sixth largest manufacturer in China.

The product manufacturer went public in 2013.

In March 1st, the company's "14 riches and birds" traded in the mainland and resumed trading after a suspension of 18 months, and the price dropped from 100 yuan to 8 yuan.

As of last Friday, the latest price of "14 rich birds" was maintained at 19.45 yuan.

Guotai Junan, the trustee of "14 rich birds", said that the scale of interest bearing debts of the rich birds increased rapidly and the pressure of debt repayment increased.

Behind the debt crisis, there is a decline in operating performance.

Earnings data show that since 2015, the company's performance has been declining year by year, net profit in 2015 was 392 million yuan, down 13.09% compared to the same period last year, net profit in 2016 was 163 million yuan, and net profit loss in the first half of last year was about 10 million 887 thousand yuan.

Similar to the fate of the former "mass shoe king" Daphne.

Daphne International Holdings Ltd has issued a notice that it expects to lose in 2017, which means Daphne has lost three years.

Another famous brand

This is also a worrying development prospect. In July last year, BELLE international officially pulled out of Hong Kong stock market under the condition that the market value had shrunk dramatically.

And other well-known brands such as Saturday and 1000 have also fallen into the predicament of declining performance in the past few years.

Lu Hua, director of the footwear association of China Leather Association, told reporters that in recent years, the footwear industry has been seriously differentiated, and sports and leisure products have grown substantially.

Transformation is not enough to be abandoned by consumers.

After the delisting last year, BELLE group CEO Sheng Bai pepper has issued a letter to employees, saying that the crisis is a fundamental change in the market situation, and consumer behavior has undergone fundamental changes. BELLE has not been able to adapt to the situation and change in time.

Specifically, such as lagging behind in brand building, homogenization of products, lack of understanding of consumers, lack of independent marketing capabilities, and slow development of new research and development.

In addition, the tremendous changes in the retail environment have made a great impact on the footwear business model based on department stores.

At the same time, consumers' demands for cost-effective, convenience and personalization have improved rapidly, and BELLE has not been able to effectively satisfy them.

Although the reasons for the decline of each brand are different, Lu Hua believes that in general, these brands do not catch up with the trend of consumption in time, but it is a common problem.

Nowadays, the "post-80" and "post-90s" have accounted for about 4 of the whole consumer group. Compared with five or six years ago, the consumption goals, modes and scenes of these consumer groups have changed significantly.

He believes that the growth of leather shoes is largely due to the last round of consumer upgrades. At that time, consumers were still envious of leather shoes. In the new round of consumption upgrading, consumers have a more obvious style shift. They are more interested in sports and leisure shoes, and the cold market is not surprising.

In addition, the consumption of e-commerce is booming, and these brands are turning slowly, which also brings some impact to these traditional brands.

BELLE said that after privatization, companies could no longer be entangled in short-term performance returns, focusing on the most urgent pformation issues.

Some analysts have pointed out that the consortium led by high alpine capital will pform BELLE from the perspective of electricity providers and big data, and build a truly consumer centric new consumer retail enterprise.

According to Lu Hua's observation, it is a relatively hot trend in recent two years to open up the online and offline businesses and carry out digital operation. From the ranking of various sales including "double 11", the traditional big brands have gradually adapted to the new method in the Internet age after adjustment and adaptation.

Take BELLE as an example, BELLE, Staccato, Teenmix and other BELLE group's 12 brands have opened separate flagship stores in Jingdong. Last year, sales increased by 308% over the same period last year.

However, the electricity supplier's road is the easiest way to start, but it is not easy to go, such as Daphne, Saturday and so on, all have opened flagship stores in Tmall mall, but most of them have been reacted mediocre.

In addition, personalized customized volume customization is also emerging.

BELLE has recently launched such customized service. Consumers scan the feet with 3D foot detector in the store, get the foot type data report, purchase the customized shoes next, and the shoes will be sent to the consumers by express mail.

For this new play, Lu Hua believes that this is for consumers to choose shoes more reasonably and cultivate customer loyalty, and more importantly, enterprises can develop and design products according to the collected foot data.

But volume customization has not yet formed the mainstream of stimulating sales.

"The market is small, and there are no major nodes yet."

Lu Hua said.

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