Behind the wide network of outlets and multi-pronged marketing strategy, Daphne has a core idea of ??"brand".
In the early 1990s, Chinese consumers did not pay much attention to brands, but in order to expand the domestic market, they had to have their own trademarks. Only by taking the brand route can they compete with the increasing number of low-price shoes in the mainland. Compete vigorously. Therefore, several Taiwanese cadres of Yongen Group came up with the brand "Daphne" through brainstorming.
At that time, there were very few shoe advertisements on mainland TV. Yongen Group’s advertising budget for the first year of entering the Chinese mainland market was RMB 10 million. "100 points of beauty, no discount on beauty" is the TV advertising slogan of Daphne women's shoes products in mainland China. With the advertisements on TV and newspapers, it has been broadcast in various regions of mainland China.
The quarterly "Popular Newsletter" published by Daphne is also very special. It is not only free for consumers to request, but also provides the latest clothing and shoe information, as well as various planning themes and friendship mailboxes. A publication that young people enjoy reading.
At the same time, we planned the Miss Daphne selection meeting to make Miss Daphne a model for Daphne women's shoes, and arranged for Miss Daphne to take photos with famous movie stars. Before Shu Qi became famous, she served as a spokesperson for Daphne to increase the popularity of Daphne women's shoes. Fame and recognition.
In addition, at self-organized trade fairs, in addition to inviting managers and supervisors from major shopping malls to visit the factory, they also cooperated with model performances. At that time, this method of promoting products was still a new method, so it was quite enthusiastic. response, gradually opening up the market. One out of every eight pairs of women's shoes in China is printed with the "Daphne" logo, making it the number one brand of mid-priced women's shoes. The soul and founder behind the Daphne brand, General Manager Chen Xianmin, boldly ventured westward in 1987. His peers called him the "Terry Gou of the shoe industry."
Goal: To build the status of the first popular brand in the shoe industry. Make Daphne a brand that customers love to buy. Let the brand become a company with a high reputation in the public mind and a company that employees are proud of. Producing and selling high-quality brand products to meet the personalized needs of women for fashion will continue to expand market share and increase profits to reward employees, partners and consumers. With the core strategy of "multi-category, multi-brand, multi-grade and multi-channel", the group is committed to becoming a brand company that leads fashion and provides comfort.
News Introduction
Domestic Women's shoe brand Daphne recently announced that the group has launched another clothing brand "Daphne Life" after Daphne Impression and Debina. Its first new lifestyle image store has also opened in Shanghai Mayflower Life Plaza. Analysis by Zero2IPO Research Center. Shi Wang Yixuan believes that Daphne's efforts in the clothing industry mean that the company will develop in the direction of multi-brand and multi-category. While expanding diversified, Daphne will continue to control the number of franchise stores and gradually implement the development direction of focusing on self-operated channels. < /p>
Daphne made a net profit of 950 million in 2012 and has reduced its franchise stores by 113
In order to optimize its sales network, Daphne (00210) will continue to focus on direct-operated stores to expand its core brand in 2012. The number of franchise stores in China decreased by 113, the largest decrease in the past year. Chairman and CEO Chen Yingjie explained that the group’s development strategy is mainly direct operation and franchising is secondary. Therefore, direct operation and franchising can coexist, but from time to time. Review the sales performance of franchise stores.
Daphne’s 2012 “layoff crisis” and price war cannot cure the pressure on footwear inventory
When the overall footwear market is experiencing a cold winter, some brand shoes Companies like this are not alone, and have experienced layoffs. As a well-known shoe brand, Daphne Group also fell into a "layoff crisis" in 2012. It laid off 300 people nationwide, and the downsizing ratio reached 10% or 12%. E-commerce The department was the hardest hit by the layoffs. This move was once interpreted as a signal for Daphne to abandon the e-commerce industry. Under the influence of the economic downturn, layoffs came one after another, and Daphne Group's layoffs were finally exposed to the outside world. The response gradually calmed down: Daphne Group is undergoing structural optimization and adjustment. The impact of this adjustment accounts for 0.7% of the group's total employees. Daphne will not end its e-commerce business.
Daphne’s new e-commerce director is in place and says he will never give up on e-commerce
The news that Daphne will lay off nearly 300 people has been confirmed, and the one most affected is the company that was once considered to be doing a lot. The three managers of the successful e-commerce department were all unfortunately laid off. Outsiders question: This move means that Daphne may give up its e-commerce business. Huang Yingzhe, the head of Daphne, believes that "the new director of the e-commerce department has been put in place, and Daphne will never give up on e-commerce.
The sales volume of Daphne's Dangdang flagship store increased by 2 times
In 2013, Dangdang's investment manager gave Daphne a series of suggestions, such as some choices for the main models, price ranges of styles, and some characteristics of the styles. At the same time, there were also suggestions on daily store maintenance and decoration. Dangdang also provided Daphne with suggestions based on the characteristics of Daphne's customer base. Daphne made precise and personalized recommendations to a group of customers who had purchased college textbooks and teaching supplementary books.
The suggestions from Dangdang’s investment manager were very effective: Daphne’s monthly sales on Dangdang.com. The average sales volume gradually increased, especially after participating in Dangdang.com's tail product exchange, Daphne's new products and tail goods were sold at the same time, and sales quickly exceeded one million. Daphne's Dangdang flagship store sales also quickly tripled in 2014. On June 8, 2019, Dangdang.com’s new product flash sale platform was launched. Daphne was one of the first brands to be launched on Dangdang’s new product flash sale platform. The latest models were launched simultaneously in new product flash sales and specialty stores, winning the prize with a discount of less than 50%. Consumers favor it. The e-commerce war between Suning and JD.com has not yet subsided, and Daphne has also staged a "abandonment" incident in its e-commerce business.
According to reports from Daphne's internal employees, Daphne has been "abandoned". Nearly 300 employees were laid off at the Shanghai headquarters, and three directors of the e-commerce department were laid off. In response, the company responded that it was just a job adjustment, denying that it had abandoned the e-commerce business, saying that the company would only make changes because the performance of the e-commerce business did not meet expectations. The department is making adjustments.
According to the "Investors News" report, women's shoe brand Daphne has been involved in a whirlpool of disputes over franchise issues. Its "de-franchising" approach has aroused dissatisfaction and even boycotted by some franchisees. More than 10 franchisees from Hubei Province complained to Daphne to the Shanghai Municipal Administration for Industry and Commerce and the People's Government
Under the pressure of public opinion, Daphne renewed its contracts with some franchisees, but some franchisees were still not satisfied with the reporter. He said that because the price and product issues are still unresolved, he still has no bottom. In addition, according to the reporter's investigation, only franchisees in Hubei Province have renewed their contracts, and franchisees in other regions have not received notifications. If it still cannot be resolved, legal channels will be taken
Direct store promotions will introduce franchisees to defend their rights
On September 4, a Daphne store near Yuquan Road in Haidian District, Beijing. There is a red promotion poster on the glass on the outside of the store: a limited-time special price of 99 yuan. The staff who are placing goods in the store told reporters that these are the latest styles for this summer, and there is also a special promotion of 79 yuan.
It is understood that most Daphne stores across the country are conducting promotions of 79 to 99 yuan. This is a promotion launched by Daphne directly-operated stores starting from the Chinese Valentine's Day. However, this activity has attracted Daphne in Huanggang, Hubei. Ms. Xia, a franchisee, was a little depressed, even angry.
“On August 17, Daphne’s direct-operated stores started a ‘79~99 yuan’ promotion, but the average price of our purchases was. 120~135 yuan, not counting labor, transportation and rent costs. We used to be able to sell more than 2,000 yuan a day, but we couldn't sell it at all. We sold it for 400 yuan the day before yesterday and 500 yuan yesterday. "On September 4, during a phone interview with a reporter, Ms. Xia said angrily that Daphne was forcing franchisees to quit.
In February 2009, Ms. Xia and Daphne signed a three-year franchise contract. , invested about 500,000 yuan. In the past two years, Ms. Xia had been in the store maintenance period in order to open up the market, and she had not made much profit. However, on November 2, 2009, Daphne told her that the company would not. I joined the franchise and the contract will not be renewed after it is terminated.
“I was immediately confused. When she signed the contract, Daphne said that she could keep doing it unless she didn't want to do it. I invested so much hard-earned money and said the contract will not be renewed if it is not renewed. How can I recoup the cost? "Ms. Xia said.
At the same time, Daphne began to put pressure on franchisees in terms of price, goods, etc. So Ms. Xia began to negotiate with Daphne continuously, but was disappointed again and again.
Ms. Xia’s experience is not unique. According to a reporter's investigation, similar situations have occurred among Daphne franchisees in Henan, Chongqing, Zhejiang, Shaanxi, Guangxi, Hunan, Hubei and other places. Daphne even unilaterally stopped supplying some franchisees before their contracts expired.
At the end of August, Ms. Xia and many franchisees from Hubei Province joined forces to complain to the Industrial and Commercial Bureau and the People's Government of Shanghai, where Daphne is headquartered. Under the pressure of media exposure and public opinion, on September 7, 2011, after negotiation, most Hubei franchisees reached an agreement with Daphne Company, and Ms. Xia also renewed her contract for two years. However, Daphne still did not explain the products and promotional prices. Ms. Xia said that although the contract is renewed, if the price and goods cannot be resolved, the franchisees will still not make money, and we will continue to defend their rights.
According to the reporter’s understanding, franchisees in other regions except Hubei have not yet received notification of Daphne’s contract renewal. Ms. Wang, a Daphne franchisee in Chongqing, told reporters that she has not yet received a notice from Daphne. If Daphne still does not respond, she will hire a lawyer to sue.
The reporter once asked Daphne Public Relations Director Huang Yingzhe for verification on this matter. In his response to the media statement, he stated that both parties are not allowed to and should not violate the spirit of the contract or relevant national laws, and the dedicated department will act in accordance with relevant laws. The specific situation of the franchisee will be properly negotiated and handled.
De-franchising has been accused of "killing the donkey"
Public information shows that as of June 30, 2012, Daphne *** had 4,598 direct-operated stores and 1,010 In terms of franchise stores, there were 411 new direct-operated stores in the first half of the year and a decrease of 45 franchise stores.
A former Daphne manager Zhang Jie (pseudonym) told reporters: "Daphne's de-franchising process started a long time ago. At the beginning, there were 5,000 franchisees and 1,000 directly-operated stores, and the ratio was 5 to 1. Later, after slowly joining the franchise, the ratio became 1:5, but the remaining franchise stores also began to take back the remaining franchise stores. "
The shoe and clothing market is sluggish. Considering the cost, the average company is. Franchise stores will not be taken back. So why does Daphne do this?
“After a period of rapid growth, the enterprise entered a stable period, especially when the economic situation declined, and growth began to show weakness. Where is the bottleneck at this time? Mainly the standardized management and management of terminal stores, especially franchise stores. Efficiency is improved. Therefore, all brand companies hope to transform into direct operations to ensure sustainable growth of profits," Bian Weilin, general manager and chief consultant of Shenzhen Excellence Growth Management Consulting Co., Ltd. told reporters.
According to the 2012 Daphne semi-annual report, the turnover in the first half of 2012 was HK$5.08 billion, a year-on-year increase of 28.9%, and operating profit increased by 11.0% to HK$700 million. However, the gross profit of the core brand "Daphne" .
The goal of channel direct operation has gradually become clear
According to the current situation, Daphne is not only optimizing the franchisee structure. Ma Gang, an independent clothing commentator, believes that Daphne's purpose is obvious, and it wants to completely direct sales. In the first half of the year, Daphne added 411 directly-operated stores and reduced 45 franchise stores. The proportion of the company's core brand directly-operated stores increased to approximately 83%.
Store opening ceremony
Daphne, China’s number one popular women’s shoe brand, held the opening ceremony of its 4,000th mainland store in Guangqi City, Shanghai today, and took this opportunity to It officially kicked off the group's 25th anniversary celebration. To this end, Daphne brand image spokesperson and Taiwan's well-known group S.H.E came to the scene to lend their support.
A wonderful scene dance performance kicked off the entire event, illustrating Daphne's transformation from an ignorant little girl to a mature woman. Immediately, a video about Daphne's 25-year growth process showed us a unique Daphne. At the end of the painting, everyone's attention was focused on the special key on the screen that symbolized the opening of the Daphne LOGO. Brand spokesperson Mr. Huang Yingzhe and the guest S.H.E opened the Daphne LOGO together. S.H.E also opened the special key to the Daphne LOGO shape, accompanied by exciting music and dazzling sounds. Stage lighting pushed the atmosphere to a climax. It is worth mentioning that S.H.E member Selina, who was unable to attend, also sent her most sincere blessings to Daphne via video. At the end of the event, Daphne also invited two Weibo fans to play interactive games with S.H.E on stage, bringing a surprise to the audience.
At the event site, the organizer also set up a special exhibition area to tell the story of Daphne's 25-year shoemaking history. From the first pair of shoes that the brand was born, to the millionth and 100 million pairs, to the classic and timeless model that is the best-selling model in history, these precious Daphne commemorative shoes were a feast for the eyes of the guests. Among them, the wedding shoes specially designed by Daphne for Ella and Selina and Hebe's bridesmaid shoes were exhibited for the first time, attracting everyone's attention. The display of these shoes also conveys to everyone the Daphne brand's unremitting pursuit of allowing women to improve their image and temperament through a pair of good shoes and seek a wonderful life with confidence.
Looking back on the 25-year development path, Daphne has never stopped working hard to segment the consumer market, and its targeted designs meet the fashion needs of consumers of different ages. So far, it has successively established its own brand Daphne, which has maintained the number one sales volume in the country for 16 years, and SHOEBOX, a shoe store that is the first in the Chinese shoe industry. In addition, it has cooperated with internationally renowned high-end footwear brands such as ALDO to develop sales business in China. Today, Daphne has continued to grow and become a diversified fashion group company with a series of well-known footwear and apparel brands. As the number one brand of popular women's shoes, Daphne enjoys the reputation of being an industry benchmark in terms of brand styling, quality control, and corporate social responsibility.
The grand opening of the brand’s 4,000th store also marks Daphne’s leadership in the shoe industry. Taking this opening ceremony as an opportunity, Daphne wants to break out of its cocoon and transform into a butterfly, start a new journey in glory, inject new vitality into the brand, bring more surprises to everyone with a new image, and become a brand that leads fashion and provides comfort. company.