"Get Up Early, Catch Up Late" Daphne.

Daphne, once the most popular shoe brand in the domestic market, has attracted a wave of attention recently.

Unfortunately, this is not a "high light moment", but because of the bad 2018 financial statements, the turnover fell by 20.8% compared with the same period last year, with a loss of HK $786 million 600 thousand.

In the past year, Daphne has closed 1016 sales outlets and converted 2.8 stores a day.

Moreover, this is Daphne's fourth year loss, and it is not the first time to stop shop.

In fact, without any financial figures to confirm the current situation of the company, the shoe cabinet of girls can be very clear about the problem -- can you find a pair of Daphne shoes in it?

From the prosperity of the past to the decline of the past and the past, someone asked, "who abandoned Daphne?"

The answer is very cruel. It is Daphne who has bungled the opportunity, or "got up early in the morning to catch up with a late episode".

In the days when Daphne was red, people's consumption habits were retained online.

Unlike most brands that specialize in shopping malls, Daphne takes the street store mode.

Facts have proved that this will help to establish a complete brand awareness, and it is easy to understand Daphne's large-scale expansion at the naked eye.

Since then, Daphne, who has tasted the sweetness, has been very firm on the way to open new stores.

Even if the performance slipped during the period, Daphne also resolutely attributed this to "bad weather conditions and unusual cold spring, which affected the flow of shops, and further reduced the sales performance".

Having missed the opportunity to stop in a timely manner, the shop that had made contributions to Daphne has become a burden. The whole company has also fallen into a nightmare cycle of "inventory increase - cash flow and shop space squeezed - a big discount sale - further compression of profits".

"Business timing is very important," and at this point Daphne should feel very deeply about it.

But who knows, when the next opportunity comes, it unexpectedly "gorgeous" missed.

As early as 2006, Daphne began to try e-commerce business.

That year, Taobao has just been online for 3 years, and the electricity supplier is still a strange word in many people's eyes.

By 2010, the performance of Daphne's electric business has been around 2 million yuan per month. Both the idea and practice are the leaders of the shoe and clothing industry.

At this point, the Daphne made an amazing decision. It threw away the chips that had been won in this game, and invested heavily in investment with other companies to set up an electronic business platform, "Yao point 100".

In order to support the development of this platform, we even shut down the distribution channels of Jingdong, Le Tao and Hao Le buy.

But after only two years or so, the unreliable "Yao point 100" ceased operation due to the broken capital chain.

It was not until 2014 that Daphne's annual report mentioned the importance of "e-commerce development strategy".

But, at that time, the environment of the electricity supplier has changed greatly.

Other women's shoes are aware of the importance of online, and have been stationed in the major e-commerce platforms. A new small brand has emerged, with lower prices and more fashionable styles, and has become a "sub distributor" of customer resources.

In contrast, Daphne's counterattack is not worth mentioning.

In fact, in addition to Daphne, in recent years, many traditional women's shoes are facing the problem of brand aging and so on, and sales are mostly affected.

But opportunities are always left to those who are prepared.

Prior to this, Anta, Bosideng and so on have all experienced decline, and they have been working hard to adjust back to the right track, and handed in a beautiful pcript.

Is it too late for Daphne to wake up?

Now, Daphne, who is deeply aware of the importance of timing, is extending to the hot sports and leisure market, and is striving to strengthen the business of e-commerce. The pace of shifting from street stores to shopping centers is also accelerating.

If all this can be adjusted in time, it may not be too late.

However, today's market competition has been different from the past, leaving little time for Daphne.