What Is Wrong With Women'S Shoes On The First Floor Of Department Stores?

BELLE delisted, Daphne changed from "shop king" to "Guan Dian Wang", and a hundred thousand degrees of surplus profit.

In recent years, the performance of domestic women's shoes listed companies is bleak.

These brands that once occupied half of the women's shoes industry are now unable to catch female consumers.

Losing money and closing shop are normal.

In the traditional women's shoes industry, three representative enterprises Daphne, Qian Baidu and Saturday have experienced "cold winter" in recent years, so far they have not been able to get rid of the "loss" situation completely.

In the face of continued decline in performance, the three companies have chosen to stop shop by no means.

Daphne was once the most popular "shoe king". Its peak market share was close to 20%.

In 2012, the number of Daphne's stores reached 6881, and its stores were visible everywhere.

At the same time, Daphne has also been favored by the capital market. The rise in share prices has driven Daphne's market value to nearly HK $18 billion.

Unfortunately, the good times are not long.

China Business Daily reported that in 2015, Daphne lost its first deficit and reached HK $379 million, but by the end of last year, the brand had accumulated a deficit of HK $2 billion 926 million.

The company's share price also slipped from HK $3 to HK $0.25 per share in early 2015, and its market value shrank by more than 90%.

In addition, from 2015 onwards, Daphne opened a closed shop mode. Last year, Daphne closed 1016 sales outlets. At present, Daphne has less than 3000 stores.

Similar to Daphne, there are 100 degrees.

In recent days, the company reported a huge loss of 475 billion 700 million yuan in the past year, which is nearly six times that of the surplus police before losing 80 million yuan. At present, the market value of the company is only about 400 million Hong Kong dollars.

By the end of December last year, the number of retail outlets for self operated shoes had been reduced by 245, while authorized stores also decreased by 39, compared with 25.37% in 2015.

Obviously, the reason for the decrease of stores is the decline of sales performance and sales slump.

In the early days of the listing, the brand of women's shoes, known as "the first leg of Chinese women's shoes", was also tough on Saturday.

From 2009 to 2017, net profit rose only in 2009 and 2014 in the past nine years, and the net profit in the remaining seven years was down in 2009.

Net profit fell by 1789.31% last year.

It is reported that during these years, Saturday also experienced the opening of shops and closing stores.

Earnings data show that from 2009 to 2013, the company's chain stores expanded continuously from 1403 to 2363.

In 2015, it closed 283 stores, closed 233 stores in 2016, and closed 222 stores in 2017.

Develop new businesses and seek self-help

In the face of declining performance, the three women's shoes enterprises are also trying to save themselves.

The company has tried to save its performance by developing new business lines.

In 2015, it spent nearly HK $1 billion 200 million on the acquisition of the famous British high-end toy brand Hamleys.

According to the results of the report, the total revenue of the toy retail business increased 1.5% last year, accounting for 22.1% of the total revenue of the company.

However, Hamleys is facing challenges in many markets. Although the number of shops has increased, sales have not increased correspondingly.

In addition, in August 2017, it announced that it had completed the acquisition of 45.78% of Eaton international education and entered the field of early childhood education.

However, after four months of acquisition, Eaton also sold all the shares of International Education held by the company.

According to Saturday's earnings bulletin, last year, the company achieved a total revenue of 1 billion 532 million yuan, an increase of 1.87% over the same period last year, and a net profit attributable to shareholders of listed companies was 14 million 59 thousand and 300 yuan, an increase of 103.99% over the same period last year.

Despite the previous decline, growth in revenue and net profit came from its media business.

It is worth mentioning that in 2017, the controlling takeover of fashion Internet Co and Beijing shihin Internet Co was completed.

Last Saturday, on Saturday, he bought Hangzhou's 88.57% stake in Network Inc at a price of about 1 billion 800 million yuan.

It is not hard to see that on Saturday, we want to take the Internet express to improve the layout of our own marketing industry chain.

But an operator from the media told the China Commercial Daily reporter that after experiencing the closure of the immont platform, the future of the media is still unknown.

Coupled with the huge investment in Internet companies, it is still difficult to decide whether to bring new growth in performance on Saturday, and the risk of "sideline" on Saturday is very risky.

It may have seen a taste of taste from the media business on Saturday. Daphne will also cooperate with a brand consultancy company this year. Besides adjusting its brand marketing strategy, it will focus on social media marketing.

Regarding this, Cheng Weixiong, general manager of textile and clothing management and Shanghai Liang Qi Brand Management Co., Ltd., said that Daphne should not focus on social media marketing. Instead, it should concentrate on brand positioning and increase research and development of products.

Industry development encountered difficulties

At present, most of the traditional women's shoes enterprises are in a recession. The crux of these shoe enterprises lies in the fact that ships are difficult to turn around. In times of changing consumer demand, they can not keep pace with the pformation.

Not only that, the traditional brand of women's shoes is homogenized, but many consumers say that when they go to a shoe store, the same or similar styles of shoes are everywhere, with low design innovation, low cost performance and relatively old brand.

A saleswoman from a women's shoe shop told the China Commercial Daily reporter that the core issue of women's shoes industry is not following the trend. The style that was discovered a few years ago can still find products of high similarity. It is not difficult to understand whether they can sell or not.

Moreover, women consumers of different cultures, incomes and ages have different needs in terms of brand, price, style and style.

In the industry, Daphne, BELLE and BELLE, which have already been delisted, have gone through a large number of stores and quickly closed stores. They all rely too much on offline sales channels.

A shoe clothing industry researcher told reporters that at first, these enterprises opened a large number of stores trying to seize the market, rapidly increasing market share and improving brand influence.

However, with the advent of the electricity supplier era, the impact of online channels is very obvious. The flow of stores is significantly reduced. At the same time, due to the high cost of rentals and manpower, the profit margins of offline channels are very low.

Unlike the offline sales channels, the electricity supplier channel has ushered in a relatively fast growth. The relevant data show that the shoe industry's sales growth in the field of electricity suppliers is as high as 20%.

At the same time, the domestic women's shoes industry is no longer just the world of casual shoes. In the Top10 brand of the domestic women's shoes market, the market share of sports shoes brand continues to improve.

Data show that from 2013 to 2016, the market share of the top ten brands of sports shoes increased from 9.8% to 16.7%, while the market share of the top ten brands of fashion shoes dropped from 26.7% to 24.9%.

The industry generally believes that the domestic women's shoes industry is highly market-oriented free competition industry, the entry threshold is low, small and medium-sized enterprises are scattered, and the market as a whole presents a multi-level competition pattern.

For the traditional brand of women's shoes, whether we can find a new profit growth point in the loss will become the key to the survival of enterprises.