Daphne'S Same Store Sales In 2018 Dropped By 7.6% Year-On-Year, Closing 941 Sales Outlets.

In January 23rd, Daphne International announced that in the fourth quarter of 2018, the group's core brand business and same store sales recorded a year-on-year decline in the number of units, mainly driven by reduced sales.

In the fourth quarter, the average selling price increased by less than the same period in 2017.

Overall, sales in the same store decreased by 7.6% year-on-year as of December 31, 2018.

In response to the adverse macro market, the group continued to adjust its channel portfolio, resulting in a net closing of 282 sales outlets (including 270 Direct stores and 12 franchised stores) in the fourth quarter of 2018.

The group closed 941 sales points in 2018, and in December 31, 2018, the group's core brand business had a total of 2648 sales points.

According to the third quarter operating data released by Daphne, in the third quarter of 2018, the number of unit sales of Daphne's core brand business decreased year by year.

However, compared with the same store sales decline in the first half of 9.1%, Daphne's same store sales decline is slowing down.

Daphne closed 243 sales outlets in the third quarter of 2018. As of September 30, 2018, the core brand business combined with 2930 sales outlets.

According to the 2018 interim results released by Daphne international at the end of 8 2018, as of June 30, 2018, Daphne's international turnover amounted to HK $2 billion 259 million, down 17.33% from the same period last year, and net profit deficit was HK $493 million, up 135.19% over the same period last year.

In the first half of this year, same store sales fell 9.1%, closing 416 sales outlets.

Since the beginning of 2017, Daphne has been actively seeking pformation, striving to create a brand image that is more fashionable and young.

In May 2018, when Daphne formed a new leadership team, it set the team's first goal to attract the most post-90s generation with the most potential consumption.

From the image, products and channels, let the brand look younger and fashionable.

They closed down the loss and poor image of the store and laid out the shopping center.

According to the new team's plan, Daphne will continue to increase the proportion of shopping center stores nationwide this year. The ideal proportion is that shopping centers can account for four to 50% of the total channel.