The Spanformation Of Shoe Market In Developing Daphne Brand Innovation Is Being Carried Out Vigorously. "Changing Face" Is Just The Beginning.

Women's Shoes industry The great landslide continued in 2018. According to Daphne's recent earnings report, the group continued to maintain its losses in 2017. As of December 31, 2017, it achieved an annual turnover of HK $5 billion 211 million, a decrease of 19.85% over the same period last year, a gross margin of HK $2 billion 753 million, a decrease of 16.87% over the same period last year, and a loss of HK $734 million for all owners, a slight narrowing compared with the 819 million 100 thousand Hong Kong dollar in 2016, a decrease of 10.4% over the same period last year.

Since last year, Daphne has launched a joint cooperation tide brand, low-key on-line modified brand image, and test the water new concept store spanformation, because the practice time is too short, the outside is very difficult to judge their effect. But there is one thing that can be reached, that is, whether BELLE can cope with Daphne's delisting after the curtain call. market The challenges and opportunities that will be given will affect people's judgement of the overall reform prospects of women's shoes industry.

　　 Industry continues downward

Leading enterprises take the lead in being "adjusted"

According to the latest retail statistics released by the National Bureau of statistics in the first 2018 months of two months, the cosmetics market recorded an increase of 13.5% in all categories of consumer goods, the fastest growth in 5 years, but the sales growth of clothing and footwear products from 1 to February was significantly slower than that of 9.7% last December. It is not difficult to see that although the domestic market is under the tide of consumer upgrading, the market warmth of shoes and clothing products is not so obvious.

In addition, according to the previous Industry Research Institute, the top ten enterprises in the industry can see that from 2013 to 2016, the market share of the top ten brands of sports shoes rose from 9.8% to 16.7%, while the market share of the top ten brands of women's shoes dropped from 26.7% to 24.9%, which indicates that leading enterprises will bear the brunt of shuffling and adjustment in the downfall of the industry.

The data also show that, for women's shoes industry in China, the department store is still the main channel, the fastest growing electricity supplier. The electricity supplier continues to grow rapidly, and the overall proportion will reach more than 20% in the future. The southeast coastal area is the main force of online sales under the trend of the Internet, and the central and western regions will also have the opportunity to usher in rapid development in the future under the promotion of mobile Internet.

　　 Weight-bearing "save oneself"

Shut down stores and discard large-scale brands and bid farewell to popularity.

In the glorious decades of women's shoes industry, Daphne, like its competitor BELLE, once had a history of "crazy shop". Statistics show that during the four years from 2009 to 2012, Daphne almost expanded by nearly 1000 stores a year, and it was different from BELLE's focus on the expansion of the shopping center counters. Daphne's expansion was mainly based on "street shops", and it needed to rent a separate store space operation. The operation cost was higher, but Daphne's shoes were priced less than BELLE. The average price was between 200 yuan and 400 yuan, and the design was also simple and routine.

The above model has created a brilliant achievement for Daphne for a time, but also left behind the market impression of "low quality and low quality" and "old style". In addition, in the past long time, most of Daphne's money was spent in the field of advertising marketing, and the design field has been stagnant. Although there are such non mainline high-end brands such as "love" and "round Yang", their production and performance share is not enough to change Daphne's increasingly depressed development.

In the five years from 2008 to 2012, nearly eight hundred Daphne stores opened in cities. The channel advantage has been spanformed into market share. Daphne once had nearly 7000 stores. But looking back at Daphne's performance report in the past three years, we can see that its strategy of "closing stores to survive" is deepening. Data show that in 2017, Daphne core brand closed shop 1009, from 4598 to 3589, of which 943 outlets were closed, and the franchisees were reduced by 66. In 2015 and 2016, the group had closed 805 and 1030 outlets respectively. Compared with the sales of 5597 core brands at the end of 2015, Daphne's net sales decreased by 36% in three years.

On the other hand, the new leadership made many attempts in 2017 to say goodbye to Daphne in the industry. In August, last year, they invited the international designer Michael Zawadzkl, who was awarded the award of footwear design, as vice president of commodity design. In collaboration with them, they collaborated with Opening Ceremony, a trend buying shop in SOHO District of New York, boldly applied new materials such as PVC. In marketing, they even opened a flash store in Shanghai with Opening Ceremony. They invited Mizuhara Kiko, Yvonne Ching, Sheng Yilun, Zhang Dayi and many other celebrities and fashion bloggers on the platform, triggering a topic.

　　 Shop changing face

Will continue to change shop plan

By the beginning of 2018, the "brand change" of Daphne's main line brand was also beginning to show.

When reporters visited Daphne's store in Beijing's Dacheng International, it was discovered that the Daphne store logo has completely abandoned the Chinese "Daphne" and graphic elements, leaving only the "DAPHNE" English alphabet, and the white background black. In addition, in the store layout, retro leather soft chairs, golden floor mirrors and other decorations, so that the new flagship store grade looks more advanced.

On the perception of new products, although most of the shoes in the store are still "colorful" fashion, but careful observation, it can still be discerned that in the two quarter of spring and summer in 2018, Daphne shoes used a lot of tidal current elements such as buckles and feathers. Customers who enter the shop randomly are interested in the new style, though not many, but there are three or four batches in one hour. It can be seen that the innovation of Daphne stores in various fields has produced a more positive impact on stimulating passenger flow.

For this brand innovation, Daphne replied that in fact, more than "store renewal" point. The upgrading of stores is actually included in the big adjustment of brand innovation.

In terms of brand logo, the group has redesigned the brand logo to make it more concise and international. In the aspect of new store image, the brand logo has been redesigned to make it more concise and international. In addition, OC (Opening Ceremony) has launched a series of products in the autumn and winter cross-border cooperation. It will carry out integrated marketing activities at the beginning of the year, including setting up flash shops, inviting celebrities, attending public relations activities by KOL, and interacting with consumers through social media, all of which are made to adapt to changes in new customer groups and new markets. Daphne group marketing public relations officer explained.

She also revealed that in order to cooperate with the brand new image, Daphne will focus more on shopping centers and street stores in 2018, so the change plan will continue, and Daphne stores will be closed down in the future.

Daphne's "multi pronged" self rescue has aroused widespread concern in the industry. Majority Industry People believe that its reform path is somewhat like that of Lining in the 2015 - spanforming image and strengthening design, but it still needs better results. market And the test of time.

"Lack of quick response to consumption experience and user needs is the traditional female. shoes The fundamental reason why the giants encounter difficulties. Excellent international brand Cci Capital Ltd CEO Yang Da Yun analysis pointed out that the future construction of fine management of goods and differentiated supply capability is the key to win the competitiveness of women's shoes enterprises in the future.