Let's Sort Out How To Reverse Difficulties After The Decline Of Domestic Shoe Brands.

The rise of domestic clothing brands and electricity providers may provide a reference for domestic shoe brands, and win young consumers through digitalization and upgrading of brand image.

On the other hand, the revival of sports shoes such as Lining and Anta also announces the pformation of shoe market, indicating that the core of the shoe brand will return to the product itself.

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On Saturday, recently, we planned to pform the new retail battleground.

A strategic cooperation announcement was announced on Saturday that the Group signed the strategic cooperation framework agreement with the Hui Jie group. The two sides intend to carry out deep integration in brand, channel and customer resources, and plan to co invest. In 2018, they set up a item company specializing in footwear product design, brand promotion and product sales.

Saturday will gradually shift some of its brands and assets to joint venture item company to pform the new retail mode.

Some analysts said Saturday was stripped off.

Business specializing in new retail is at present.

The last step in the environment is to break the boat and sink the boat.

This year, the situation of internal and external difficulties continued to deteriorate on Saturday.

On Saturday, June 16th, the announcement that part of the shares of the controlling shareholders had been replenish pledged showed that the share of the controlling shareholders in pledge has reached 91.03%.

This is the third supplementary pledge of controlling shareholders on Saturday since 2018.

On the one hand, the controlling shareholders continue to supplement the pledge, and on the other hand, their business performance continued to deteriorate on Saturday.

According to the 2017 results released on Saturday, the group's operating income last year was 1 billion 505 million yuan, and its net loss to its parent company was 352 million yuan, compared with 20 million 839 thousand and 600 yuan in the same period last year.

At the same time, the group has a stock of up to 1 billion 379 million yuan.

The external market environment has been affected by changes in the market environment. On Saturday, at the beginning of last month, it announced plans to cancel its holding Dongguan Yaxing Shoes Co., Ltd.

According to public information, Dongguan Yaxing was founded in November 2011, with a registered capital of 17 million 500 thousand yuan. Its business scope covers production and marketing of footwear, shoes, bags and other items. It has a 60% stake on Saturday.

On Saturday, the shoe Limited by Share Ltd headquarters is located in Foshan, Guangdong. Its brand includes its own ST&SAT Saturday, FBL, SAFIYA, Sophia, MOOFFY, Rizzo and other brands, acting Italy brand Baldinin, Killah and so on.

In March 2016, the name of the company was "Foshan week".

Ltd. "officially changed its name to" Limited by Share Ltd on Saturday ".

At that time, some analysts believed that Saturday's renaming was intended to weaken the main business of footwear industry and pave the way for diversified pformation.

On Saturday, August 2016, the total price of 370 million yuan bought two women's websites of OnlyLady women's records and girlfriends network of CBSi media group, confirming the intention of positive pformation on Saturday.

Compared with other brands in the market, the consciousness of pformation on Saturday is actually ahead of schedule, and the prospect of integrating media resources into brands has long been seen.

With the increasing role of social media, we hope to build a fashionable IP ecosystem on Saturday, build media and social platforms, IP incubator platforms and IP collection platforms, and achieve three functions of traffic aggregation, content production and business realisation.

Last June, on Saturday, a wholly owned subsidiary, "Beijing olive Star Information Technology Co., Ltd." was also set up to further promote the development of the new strategy and the construction of the fashion IP incubator platform.

However, unlike Yoho and other integrated media and e-commerce IP platforms, the business is too single, the channel network is huge, and the online market experience of the lack of Saturday's cross-border turn is not difficult.

Although its acquisition of women's websites is forward-looking, the change in media pformation brings uncertainty.

Two years ago, Saturday's pformation was still unsuccessful.

In fact, with the change of consumer preferences, the situation of major footwear companies in China has changed dramatically.

In April last year, the Belle International Holdings Ltd, known as the "one generation of shoe king", was announced to be acquired and delisted from the HKEx in July 27th. "Belle International Holdings Ltd"

The consortium, led by Gao Ling group, CDH investment and executive director of BELLE international, presented a privatization proposal to BELLE international and proposed a total purchase price of HK $53 billion 100 million.

The news of BELLE international privatization delisting was once a shock to the industry. There are many regrets about the ending of all kinds of shoes.

But there is also analysis that this paction is a turning point for BELLE international.

Deng Yaoceng, chairman of BELLE international founder and board of directors, said that starting the pformation is the top priority of the group. If BELLE international can integrate new capital, make full use of the rich experience of high leverage capital and CDH operation and digital pformation, rediscover new market and value, or achieve a win-win situation.

BELLE international chief executive Sheng Bai Jiao admits that the group is facing a critical moment and is in urgent need of pformation. In the future, only if the traditional retail mode is integrated with the network economy mode, can the BELLE international maintain long-term competitive advantage with the new retail strategy, "no pformation will die, and the worst is yet to come".

After privatization, BELLE international quickly showed a positive trend.

according to

The president of the footwear business department and President of the new business department said that the total retail sales of the group exceeded 50 billion in 2017, and the profit before tax depreciation and amortization exceeded 9 billion Hong Kong dollars.

Among them, footwear business has been declining for 3 consecutive years, and sales growth has been achieved in 2017.

Last year, the profit and sales of sports business increased by more than 20%.

In May this year, it was also reported that BELLE's major shareholder, Gao Ling capital and CDH investment, were considering splitting BELLE's sports business and coming to Hong Kong on the market as early as next year, and planned to raise $1 billion.

BELLE international, which started with shoe industry, seems to be optimistic about the clothing market and niche brand incubation business.

According to the fashion business news, BELLE group has become a minority fashion brand initial, but has not disclosed the specific paction volume and equity share.

Initial was founded in 2000, and each store has a very recognizable design concept based on its comfort and simple retro style.

Data show that at present, initial has 105 stores in China, with an annual revenue of 1 billion yuan.

The industry often compares BELLE international with the pformation of Daphne's two "popular shoe kings", which has not yet come out of the mire of achievement.

Some analysts pointed out that the failure of Daphne was that when the market was seriously diluted, almost all eggs were still put in one basket, and BELLE had already represented many sports brands and fashion women's clothing brands, and sales performance has accounted for half of the country's sales.

Last year, Daphne's turnover decreased by 19.85% to HK $5 billion 211 million, a net loss of HK $734 million, and its market value shrank to about HK $700 million now compared with 17 billion at the initial market.

According to statistics, the group closed 1009 sales points last year, and the core brand business now has 3589 sales outlets.

In May last year, Daphne chairman Chen Yingjie resigned from office and was replaced by CEO Zhang Zhikai.

To upgrade the brand image and attract young consumers, Daphne uses the English name DAPHNE in new stores and publicity materials.

In June last year, it launched the Pink Crush, a cross-border cooperation series with the US trend brand Opening Ceremony. It was personally designed by Opening Ceremony founder, KENZO creative director Humberto Leon and Carol Lim. The products covered shoes and bags, and started in Daphne Tmall flagship store and offline flash store, and restricted sale in selected stores.

However, due to the fact that Opening Ceremony is not well known in the mass market and the design is not in line with Chinese consumers' aesthetics, the market response of this series is not good.

Some analysts believe that Daphne faces the challenge of upgrading its consumption mode, rising brand and aging brand and so on.

Following BELLE international and Daphne, Le saunda saunda, a Hong Kong shoe brand, has also declined for the 13 consecutive quarter.

As of the fourth quarter of February 28, 2018, the group's self retailing business decreased by 18.1% compared with the same period last year and the same store sales fell by 10.2%.

Surprisingly, the group's e-commerce business continued to decline, down 5.2% compared with the same period last year.

The group has 687 retail outlets in mainland China, Hongkong and Macao, with a net decrease of 109 compared with the same period last year.

These include 616 self operated shops located in the mainland of China, Hongkong and Macao.

This is the group that closed 100 stores for two years in a row. 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. Net profit dropped 38.6% to 75 million yuan, and closed 100 stores during the same period.

In August 1st, Lies Dan announced that Zhu Cuilan had resigned as executive director and chief executive officer of the company because he was interested in other personal affairs.

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

But it is not just the shoe market in China that is in the doldrums, but the main global brands of shoes are already in trouble.

At the beginning of this year, the Nine West Holdings holding group, which plans to submit a bankruptcy petition, has recently found a new owner to sell its core brand Nine West and Bandolino business to $340 million for the Authentic Brands Group group.

Last July, the nine largest holding company, the shoe giant and Stella Luna's parent company, sold 60% of China's retail business to Max Branding Limited Maas Group Holdings Limited in July last year for 10 million 570 thousand dollars. After the paction, 40% equity interest was retained and the shoe business was stripped in disguise.

In addition to Stella Luna, the group's retail business also includes 2 brands, What For and JKJY by Stella.

The once famous brand of shoes made in China is still unable to reverse the decline.

For those shoe brands that once gained a high market share due to public positioning and low city channel sinking, the road to pformation is even more difficult. On Saturday, abandoning shoe business to fight new markets, BELLE's new brand of international investment, and Daphne seeking brand image are only the beginning of pformation.

The rise of domestic clothing brands and electricity providers may provide a reference for domestic shoe brands, and win young consumers through digitalization and upgrading of brand image.

On the other hand, Lining and

The revival of sports shoes also announces the change of shoe market, indicating that the core of the shoe brand will return to the product itself.