Hefei'S First Daphne Store Changed Its Face This Year?

Recently, news about Daphne's "face saving" has aroused renewed concern in the industry.

The old brand, once known as "BMW" in women's shoes, seems to have found a new way out after a loss and continuous closure.

In June last year, Daphne's first new image demonstration store was set up on the Huaihe Road Pedestrian Street in Hefei. In the past, the crowded and disordered stores in the street shops were replaced by light luxury stores. The original logo was replaced by a more concise one.

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Although this store has changed its face for more than a year, it has not been well known to the public.

Recently, this station visited the Daphne store on Huaihe Road Pedestrian Street, and found that Daphne's flagship store logo has completely abandoned the Chinese "Daphne" and graphic elements. It used a more internationalized and simple taste English "DAPHNE" logo to replace the former representative blooming flower totem logo. The white background was black and cool, showing the European and American light luxury style, which made it taste several high-grade.

In addition, in the store style layout, retro leather soft chairs, golden floor mirrors and other decorations, so that the new flagship store appears to be high-end.

In the past, the main colors of Daphne stores were pink and purple. Now the new Daphne flagship stores are mainly black, white and gray, with gold lines as embellishment.

As far as field visits are concerned, at present, only Daphne stores in Huaihe road pedestrian street have changed the logo and the overall store style.

Other areas in Hefei, including Hefei's heart city (promotion floor map, etc.), are still using the old version of logo. Decoration is not a new design style.

Although there are many kinds of products in the shop, the overall layout is crowded and complicated. The whole grade has a big drop compared with the Daphne flagship store after the new upgrade.

According to the staff of the Huaihe Road Pedestrian Street store, at present, only the Daphne flagship store in Hefei has adopted the new design and changed the new logo. As to whether other shops will adopt new logo in the later stage, there is no accurate news about the upgrading of the shop style.

In 2004, Daphne announced that "every five pairs of brand shoes in the Chinese market now come from Daphne."

From the beginning, "Daphne" was divided into two series: "D28" and "D18". The target customers were women aged 20 to 45 and 15 to 30 years old. In the hearts of girls who are still in puberty, the brand has its own status.

The early layout of Daphne is very fast. You can see the shape of Daphne stores in any walking street in major cities of China.

In 2012, Daphne set up 8 stores in the Hefei market. At its peak, Daphne had 6881 stores and a market value of 19 billion 400 million.

As far as the Hefei market is concerned, according to incomplete statistics from this station, Daphne still has about 28 stores.

However, it can be seen from the address of these stores that basically the traditional old shopping malls and business circles are the main ones. In recent years, the layout of Daphne in Hefei's new business district or commercial body is very small.

According to public information, since 2015, since the measures taken by Daphne to close the store, the number of stores that have been shut down every year has been increasing. Data show that as of the end of June this year, Daphne has operated 3173 sales outlets, which has decreased by more than half compared with 6757 in the peak period of 2014.

In addition, according to the no fashion Chinese Web data: Daphne lost 209 million 500 thousand Hong Kong dollars in the first half of 2017, a huge loss of HK $524 million 700 thousand in the second half of the year, or a huge loss of HK $734 million 200 thousand for the whole year.

Since 2012, the company's market value has dropped from 17 billion to 1 billion 600 million, shutting down 1000 stores and laying off nearly 10 thousand people.

At present, Daphne saves itself from "changing face", and constantly innovates on products.

According to the plan of the new team, Daphne will continue to increase the proportion of shopping centers in the whole country this year. The ideal proportion is that shopping centers can account for four to 50% of the total channel. In all commodities, the fashionable, core and basic shoes can reach the 4:3:3 ratio.

But in reality, Daphne can not quickly rebuild itself into a fashion brand, because its historical brand value is still cost-effective, so the market positioning is difficult to be completely overturned to a certain extent.

Daphne, once known as "the Volkswagen shoe king", still has some difficulty in finding its former glory under the various factors such as the impact of the electricity supplier.