Daphne Wants To Join The Alliance And Start To Move To The Channel.

The original growth mode of many shoe brands is large-scale replication, and products lack individuality, and large-scale expansion of physical stores.

This mode has entered a difficult position in the Internet era.

In the future era of price performance and product customization, how to adjust is the problem that these shoe brands need to face.

At present, the shoe industry has been in a doldrums, which has accelerated the pformation and upgrading of many shoe brands to seek breakthroughs.

Daphne, as a well-known brand of shoes, is no exception, but the overall effect is not good at present.

Predicament, Daphne in the electricity supplier, O2O grope forward.

It is the kingly way that products are favored by the audience. Whether Daphne can break through here is also unknown.

Mid October, the old parity women shoes "Daphne" held in the 2016 spring ordering meeting, the national franchisees staged a collective protest.

Subsequently, dozens of franchisees from all over the country went to Daphne headquarters in Shanghai to "ask for a view".

Franchisees listed Daphne's "number of charges", such as the collection of illegal fees, the use of franchisees to digest inventory products, Direct stores to sell goods below the franchisee and other ways of franchisee and so on.

These moves seem to be a way for Daphne to try to "join in".

The above scenes are familiar.

If the time is pferred back to 3 years ago, all kinds of domestic media have also reported all kinds of disputes between Daphne and its franchisees. At that time, businessmen questioned whether the brand was "going to join", or even accused Daphne of "breaking the bridge".

For the foregoing questions raised by franchisees, Daphne said:

The futures delivery date is no later than the delivery date of the goods in the direct store.

In recent years, due to changes in the market situation, it has become a major feature of industry sales.

Including direct sales and franchises, the profit margins of the market are compressed, and the profits of franchisees may be affected.

To this end, after receiving the response from the franchisee, the company is planning the adjustment strategy for the futures price of franchisees, hoping to develop healthfully together with franchisees in the depressed market environment.

Looking back at the whole year of 2014, Daphne's turnover was HK $10 billion 355 million 600 thousand, down 0.9% from the same period last year.

Gross margin decreased by 1.7% to HK $5 billion 737 million 600 thousand.

Operating profit was HK $262 million 400 thousand, down 49.6% from the same period in 2013.

The profit attributable to the company was HK $176 million, down 46.5% from HK $329 million 100 thousand in 2013.

The basic earnings per share were 10.7 Hong Kong cents, down 46.5% from 20 Hong Kong cents in 2013.

Declining performance in 2014

The core brand sales point has increased to 6402, including 5748 Direct stores and 654 franchises.

Net increase of 83 core brand sales outlets.

"This is at the moment when we are caught in the tide of closing shop."

Zhao Ping, a well-known consumer expert, said.

Daphne's performance slipped in 2012.

2011-2014 years of company earnings showed that the growth rate of Daphne same store sales was 21%, 9%, -10.4% and -3.4% respectively.

Although the growth of performance in 2014 has slowed down, the growth rate of same store sales in the first three quarters of this year has been further accelerated.

It is worth noting that Daphne's franchise system is declining.

The 2015 semi annual report shows that the group has 6221 core brand sales outlets, including 5631 direct outlets and 590 franchised stores, and the proportion of direct outlets is more than 90% of the total number of stores.

3 years ago, in the first half of 2012, Daphne had 4958 Direct stores and 1010 franchises.

According to the latest data, the growth rate of same store sales in the third quarter of this year was -19.7%, which was higher than that of the same store sales in the same period last year. The growth rate of same store sales in the third quarter of this year is -19.7%, which is higher than the same store sales growth rate of -16.9% and -17.7% in the first 6.3% quarters.

Meanwhile, in the first three quarters of this year, there were 400 stores (including 308 Direct stores and 92 franchised stores).

The decline is higher than the first two quarters of the same store sales growth rate of -16.9% and -17.7% respectively.

The decline in sales of the same store was mainly driven by the decline in the average price, while its sales declined.

In this period, Daphne integrated its sales network and closed 219 sales points in the third quarter (including 191 straight stores and 28 franchisees), so the total number of core brand sales points in September 30, 2015 was 6002.

In addition, its electronic commerce maintained sales growth in the third quarter.

By June 30, 2015, Daphne's turnover was HK $4 billion 374 million 300 thousand, down 13.9% from the same period last year. Gross profit was HK $2 billion 654 million 600 thousand, down 7.4% compared with the same period last year, and its operating profit decreased to HK $11 million, a decrease of 95.4% over the same period last year.

As sales decreased, inventory turnover increased to 238 days.

The profit attributable to the company was HK $2 million 500 thousand, down 98.5% from HK $172 million 400 thousand in the same period of 2014.

Basic earnings per share 0.2 Hong Kong cents, down 98.1% over the same period last year.

During this period, there were 6221 core brand sales outlets, including 5631 Direct stores and 590 franchised stores.

In the first half of this year, the number of outlets decreased by 181.