Daphne Is Still Hard To Help Itself, Rocket Young Girl Is Also Difficult To Stop Declining Trend.

In 2018, variety show "creation 101" attracted a lot of traffic.

The three topics of Yang Chaoyue, Meng Meiqi and Wang Ju joined the Daphne in the winter of 2018, but Daphne was still unable to break down the decline of performance and the closing of stores on the way to save herself.

In January 23, 2019, Daphne International announced that 2018 had closed 941 sales points throughout the year, including 282 sales outlets (including 270 Direct stores and 12 franchised stores) in the fourth quarter.

From the number of stores in recent years, there has been a closed shop situation since 2015, and the number of 2648 stores in 2018 is only 41.6% of that in 2012.

The closure of Daphne stores in the industry is no longer a new thing, the reason why there are various problems, Daphne itself is naturally the crux of the problem.

Daphne was founded in the 90s of last century, when the shoe industry began to revitalize, Daphne seized the opportunity to take the footwear industry's head market, mainly by street shops, and expand rapidly.

Only the drawbacks of blind expansion are highlighted, and the danger is also suddenly caught.

Daphne comes from the name of a goddess in Greek mythology, unlike BELLE, which is located in the high-end market. Daphne is more focused on the mass market. In the 90s of last century, the scarcity of women's shoes resources in the mainland market and the short supply were in short supply, which made Daphne quickly favored by consumers.

Daphne started with wholesale, and behind the rapid expansion, there is no doubt that there is a serious backlog of stocks.

In the wholesale mode, the merchandising leadership is in the hands of dealers. Many stocks can not be processed, and Daphne has no right to interfere.

So in 1996, Daphne began to pform itself from wholesale to self opening shop, and chose street stores and franchised forms to expand.

This is the most commonly used business mode of Amway consumers of all retail brands, so far, it is mentioned that Daphne still has a large number of consumers who are impressed by it.

About 1400000000 of the population in China, Daphne has captured the 80's and some post-90s consumers. With the rise of online e-commerce, consumers' consumption habits have been gradually changed, which has long been a mark of Daphne's low price and long discount.

But too strong brand image will not make Daphne's future pformation smoothly.

Nowadays, the most talked about are consumption upgrading, the diversification of consumer habits, the multiple choice of consumption patterns, the individualization and novelty of consumers' choice of goods.

At present, fashion consumption groups are mainly post-1980s and post-90s, 80 after the pursuit of quality, 90 after the pursuit of individuality, which makes many traditional companies with cost-effective signs unknown.

When the clothing and footwear market is injected and shared by new players and new blood, the original competition pattern is broken. The old Daphne is unable to keep up with the trend of the times and make positive innovations. It is also destined to be surpassed by new forces.

Of course, Daphne is not trying not to try other ways to save the downturn.

For example, in 2016, Daphne participated in the production of TV entertainment program "bee girl team", intending to bet on brand image, but from the result, it did not add bright colors to Daphne's performance.

In addition, in May 2017, Zhang Zhikai, the son of Daphne group co founder Zhang Wenyi, also served as chairman of the Group CEO group. They all said that the new official took up three fires. After taking office, Zhang Zhikai did make a series of changes to Daphne: replacing the original logo and weakening the dependence on the "star effect", but obviously these "means" are only fur and difficult to compete with Daphne's inherent image in the past 20 years.

It can only be said that Daphne has a "sincerity" that changes itself and takes the fashion way, but it is not fashionable enough.

As Ma Huateng once said, "sometimes you have nothing wrong, but it is wrong that you are too old."

Daphne has no idea how to cope with its pformation, market recognition and strategic direction.

In fact, the delisting of BELLE in 2017 is Daphne's alarm clock. Maybe Daphne's delisting is also expected.