How Should The "Shoe Kings" Who Are Too Slow In 2018 Get Out Of Difficulties?

World clothing shoes and hats online news, in 2017, "shoe king" BELLE quietly delisted.

Other Chinese shoe brands have also been hit by their performance in the domestic market and experienced ups and downs.

Daphne in 2017 stores over 1000, Le saunda Lies Dan closed shop for two consecutive years, the local shoe industry's winter is still fermented.

Daphne's international market value shrank by 16 billion, and 1009 stores closed in 2017.

Daphne International's 2017 performance is still in a downturn.

Recently, Daphne international announcement said: as of December 31, 2017, the same store sales year-on-year decline of 12.4%, and is expected to record a net loss throughout the year.

Daphne's 2017 China Daily reported that the company's turnover amounted to HK $2 billion 733 million in the six months ended June 30, 2017, a decrease of 19.6% compared to the same period last year, and the deficit of shareholders accounted for about 209 million Hong Kong dollars, an increase of 28% over the same period last year.

Once famous

Daphne has been losing money for three consecutive years.

In 2015, Daphne suffered a loss for the first time, a loss of HK $379 million, a decline of 19.1% to HK $8 billion 379 million in turnover, and a decline in core brand sales over 19% to HK $7 billion 521 million.

In 2016, turnover fell by 22.4% to HK $6 billion 502 million, and the deficit expanded to HK $819 million.

Market capitalization also dropped from 17 billion to more than 800 million, less than 1/20 of the original volume.

In addition, it closed 1009 outlets in 2017, closing three stores a day.

As of December 31, 2017, the group's core brand business had a total of 3589 sales outlets.

Beginning in 2015, Daphne began to encounter the tide of closing stores.

In those days, the number of sales points of Daphne's core brand business was reduced by 805, and the sales point of net sales decreased by 36% in three years.

Last May, Daphne also ushered in the two generation.

Zhang Zhikai, son of Daphne group co founder Zhang Wenyi, is also chairman of Group CEO group.

Statistics show that Zhang Zhikai, 37 years old, has entered Daphne group since 2003 and is engaged in product research and development.

After Zhang Zhikai took office, he made a series of changes to Daphne.

For example, replace the old logo, upgrade stores, find advertisements with more fashionable sense of foreign models, and weaken the dependence on "star effect".

In addition, Daphne's cross-border cooperation with the fashion brand OPENING CEREMONY last year also released Daphne's signal to fashion trend brand pformation.

However, there are also young consumers who say that Daphne's style is not fashionable enough.

At present, these bold actions have not yet brought the desired results.

Days after BELLE's delisting

Last August, BELLE, which had 13 thousand retail outlets and sold more than 40 billion, was delisted from the Hong Kong Stock Exchange after being acquired by a consortium led by high allocations capital.

The purchase amount of HK $53 billion 100 million has also set the highest record of HKEx.

In 2013, e-commerce broke out completely, and BELLE was stubbornly paid by the offline channel. The company paid a heavy price. In 2014, BELLE started its negative growth for the first time.

In 2014, 2015 and 2016, BELLE's operating income was 50 billion 474 million yuan, 48 billion 452 million yuan and 47 billion 83 million yuan respectively, with net profit of 6 billion 10 million yuan, 3 billion 485 million yuan and 2 billion 713 million yuan respectively.

In a short time, net profit plummeted by 55%.

BELLE also opened a new store on average less than two days ago and became an average shop less than two days.

From 6 to August 2016, the group closed 276 stores in the mainland and rose to an average of 3 outlets a day.

Recently, BELLE's subsidiary company has launched a shoe customized WeChat platform, enabling consumers to customize shoes according to their foot data.

The custom page shows that the price of the customized shoes is between 688-1038 yuan, the material is leather, and each shoe can choose 1-3 colors.

The custom business has been running since the beginning of March. At present, there are only 18 shoes (11 women and 7 men) for customization.

These customized shoes come from BELLE's factory, and the brand is still majestic technology.

The mall provides 7 days return and 30 day repair service.

More than 10 orders can be received every day, with women's shoes on the side.

This is the new change that BELLE has made after its privatization.

For BELLE, it is feasible to add new customers and enhance service experience through customizing business, but it is still difficult to turn around.

The most difficult thing for BELLE to face is how to reshape its brand image.

The image of BELLE in the minds of consumers has gradually grown old. Such a large volume company needs to rebuild its guiding role in fashion and trend through multi brand building.

Rich birds debt 3 billion, 4 billion 900 million of funds can not be recovered.

At its peak, fortune bird, a maker of third major brands of business casual shoes, was successfully listed in Hongkong in 2013.

However, the next year after the listing, the performance of rich birds declined. After several years, it became worse and worse, and the sense of brand existence was also getting lower and lower.

Since 2014, the performance of rich birds has begun to show signs of decline.

The financial data of -2017 in 2014 showed that the net profit of fortune birds in 2014 was 450 million yuan, up only 1.69% over the same period last year, and net profit of 390 million yuan in 2015, a decrease of 13.09% over the same period last year, and net profit in 2016 dropped by about 59.16% to 163 million yuan.

In December 1, 2017, fortune bird released the latest financial report after 15 months' suspension.

The report shows that in the 6 months ended September 30, 2017, the group achieved operating income of 412 million yuan, a decrease of 48.09% compared to the same period last year, and the company owner accounted for 10 million 887 thousand and 300 yuan, a profit of 141 million yuan in the same period last year, and a basic loss of 0.01 yuan per share.

Under the condition that the main business is sluggish, the problem of guaranty bird's illegal guarantee and capital lending is also gradually exposed.

According to Guotai Junan's report, there are at least 4 billion 909 million yuan worth of assets. The amount of assets may not be recovered, including 165 million yuan in currency capital, 200 million yuan in accounts receivable, 200 million yuan in inventory, 4 billion 229 million yuan in other receivables, and 115 million yuan in fixed assets.

At present, the total debts of the birds are about 3 billion yuan, including 800 million yuan and 14 yuan of the principal value of the "14 riches and birds", and the corresponding principal interest is 1 billion 300 million yuan and the corresponding interest, the bank loan is about 500 million yuan, and the other operating liabilities are about 300 million yuan.

In fact,

It is not that no attempt has been made to pform the reform. After discovering the huge market space brought by the electricity supplier, the board of directors of the bird has indicated that it should actively layout the electricity supplier field, and will enter the electricity supplier field by way of buying shares or acquiring the electronic business platform. At the same time, it also puts forward the strategy of subdividing the market, differentially distributing and acquiring overseas brands, but it seems to have little effect at present.

Le saunda stores 100 stores a year for 2 consecutive years.

Le saunda Lies Dan (00738.HK), a Hong Kong shoe brand, recently released its fourth quarter retail business data for the year ended February 28, 2018.

Compared with the same period last year, the group's self retailing business dropped by 18.1%, while the same store sales fell 10.2%. E-commerce business also continued to decline, down 5.2% compared with the same period last year.

In the first half of the fiscal year, the group's revenue declined by 17.4% to 538 million yuan, and profits decreased by 22.1% to 32 million 400 thousand yuan.

In the last fiscal year, Lies Dan's sales fell 15.8% to 1 billion 366 million yuan compared with the same period last year, while net profit dropped 38.6% to 75 million yuan.

So far, Le saunda has been declining for 13 consecutive quarters.

During the period, the group had 687 retail outlets in mainland China, Hongkong and Macao. Compared with the same period last year, the number of shops decreased by 109, including 616 self operated shops located in the mainland of China, Hongkong and Macao.

This is the group that has closed 100 stores for two consecutive years.

It is noteworthy that the company's executives are also continuing unrest. Last August 1st, Lies Dan announced that Zhu Cuilan had resigned to the executive director and operating president of the company for his intention to engage in other personal affairs.

Earlier in the year, executive director and chief executive Liu Shunhui also resigned for personal reasons.

How should the "shoe kings" who are too slow to get out of difficulties?

First of all, we will analyze the internal and external causes of the weakening of domestic shoe retail industry.

1., the market demand is reduced, and the overall supply of men's and women's shoes exceeds demand.

2., secondly, the rapid rise of e-commerce has changed people's shopping habits to a large extent, which has caused a great impact on traditional mass brands, prompting people to become more inclined to online shopping, and gradually lose the brand advantage accumulated over the years.

3. again, because the number of stores under the line is too large, staff costs and rents increase gradually, prompting performance pressure to gradually increase.

4. finally, from these cases of Chinese shoe brand, we can see that the problem of brand aging, lack of design innovation and low cost performance has become the common point of pain in traditional Chinese shoe enterprises.

The operation mode of traditional footwear industry has lagged behind, and they have to enter the throes of strategic adjustment.

In the 2000-2010 years of ten years, enterprises that have pformed from manufacturers to branding enterprises have been developing rapidly. Since 2010, enterprises that have made the right pformation of e-commerce have been able to grow in the market today. In the next ten years, who is able to stand out, I am afraid it is not a chance to fight, but really needs to be creative, insight, management and cross-border integration.

In fact, these years

There is another obvious trend: many people are throwing away their leather shoes and changing into more fashionable shoes such as sports shoes, but the core business of traditional footwear industry is leather shoes.

There are also some new brands emerging, and fashionable styles and fast changing styles are the advantages of these new brands.

Backward traditional brands need to think about who will dominate the future in terms of fashion, price and channel, and do well in information technology.

No matter what kind of guidance, the results are quite different.

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