Behind the wide network, multi-pronged marketing strategy, Daphne has a "brand" of the core idea.
In the early 1990s, Chinese consumers did not pay much attention to branding, but in order to do a good job of expanding the domestic market, it is necessary to have their own trademarks, and take the brand route in order to compete with the increasing number of low-priced mainland shoes. Therefore, several Taiwanese cadres of the Yongen Group came up with the brand "Daphne" through brainstorming.
At that time, there were very few shoe advertisements on TV in mainland China, and the advertising budget for the first year of the Yongen Group's entry into the mainland Chinese market was 10 million yuan. "Beautiful 100 points, beautiful without discount" is the Daphne women's shoes products in mainland China TV advertisement, along with the television and newspaper media advertising, in-depth broadcast in all areas of mainland China.
Daphne's quarterly newsletter, the "Prevalent Newsletter," is also very special, not only providing free access to consumers, but also supplying the latest apparel and shoe information, as well as a variety of planning themes and dating mailboxes, making it a publication that many young people are happy to read.
At the same time, the Miss Daphne selection meeting was planned to let Miss Daphne become the model of Daphne shoes, and Miss Daphne was photographed with a famous movie star, Shu Qi, who was the spokesperson of Daphne before she became famous, so as to increase the fame and recognition of Daphne shoes.
In addition, in the self-organized exhibitions, in addition to inviting managers and supervisors of major shopping malls to visit the factory, but also with the modeling show, the use of this approach to promote the product at the time is still a fresh hand, so it was quite a warm response, and gradually open the market. Every eight pairs of women's shoes in China has a pair of "Daphne" logo, which can be said to be the first brand of medium-priced women's shoes. The soul and founder behind the Daphne brand - Chen Xianmin, general manager, boldly went west in 1987, and the industry called him "the Kuo Taiming of the shoe industry".
Objective: To build the position of the first popular brand in the shoe industry. Make Daphne become the brand that customers love to buy. Make the brand a company that enjoys a high reputation in the public's mind and that employees are proud of. Production and sales of high-quality brand-name products to meet the majority of women's personalized demand for fashion, will continue to expand the market share and enhance profits, to return employees, partners and consumers. With the core strategy of "multi-category, multi-brand, multi-grade, multi-channel'', the Group is committed to becoming a brand company that leads fashion and provides comfort.
News
Daphne, the domestic women's footwear brand, has announced that the group has launched another apparel brand, Daphne Life, after Daphne Impression and Debbie's, and that its first new life image store has opened in Shanghai Mayflower Life Square. According to Wang Yixuan, an analyst at Zero2IPO Research Center, Daphne's strength in the apparel industry means that the company will develop in the direction of multi-brand and multi-category. While diversifying and expanding, Daphne continues to control the number of franchises and gradually implements the development direction of self-managed channels.
Daphne 2012 net income of 950 million has been reduced 113 franchise stores
Daphne (00210) in order to optimize the sales network, the expansion of the core brand in 2012 direction to continue to focus on directly-managed stores, during the period of *** reduce 113 franchise stores, the rate of reduction for the past year the most. Chairman and CEO Chen Yingjie explained, the group's development strategy to directly-managed as the main, franchising as a secondary, so directly-managed and franchising can co-exist, but must from time to time to review the sales performance of franchised stores.
Daphne 2012 "layoffs storm" price war can not cure the pressure of footwear inventory
In the footwear market as a whole suffered a cold winter, some brands of footwear enterprises are not alone, have burst out layoffs storm, as a famous shoe brand Daphne Group in 2012 also fell into the "layoffs storm", the brand is also a famous footwear enterprise. "Layoff storm", nationwide layoffs of 300 people, the streamlining ratio of 10% or 12%, e-commerce department is the hardest hit by the layoffs, this move was once interpreted as a signal for Daphne to give up the e-commerce industry. The economic downturn under the influence of the environment, layoffs wave after wave, and Daphne Group's layoffs in the external response to the storm also finally gradually calm down: Daphne Group is carrying out structural optimization and restructuring, the impact of this adjustment accounted for the total number of employees of the group 0.7%, Daphne will not end the e-commerce business.
Daphne's new head of e-commerce in place, said never give up e-commerce
Daphne layoffs nearly 300 people about the news has been confirmed, and the biggest impact is once thought to have done a successful e-commerce sector, e-commerce department of the three major executives are unfortunately cut. The outside world questioned: this move means that Daphne or will give up the e-commerce business. Daphne head of Huang Yingzhe believes that "the new head of the e-commerce department has been in place, Daphne will never give up e-commerce.
Daphne Dangdang.com flagship store sales increased twofold
In 2013, Dangdang.com Merchandising Manager gave Daphne a series of suggestions, such as the main models of some of the options, the price band of the styles, some of the characteristics of the styles, as well as daily store maintenance and decoration suggestions. For Daphne's customer base characteristics, Dangdang also for Daphne targeted to a group of customers who have purchased college textbooks, teaching aids and other books for accurate personalized recommendations.
Dangdang's investment manager's suggestions soon showed results: Daphne's average monthly sales on Dangdang gradually increased, especially after participating in Dangdang's tailgate, Daphne's new products, tailgate sales at the same time, sales quickly exceeded one million, Daphne's Dangdang flagship store sales also quickly grew two times. June 8, 2014, the Dangdang new product flash sale platform on line, Daphne as the first batch of new products on Dangdang flash sale platform on line, Daphne as the first batch of new products on Dangdang. Dangdang.com new flash sale platform on-line brand, the latest models in the new flash sale and specialty stores listed at the same time, with less than 50% discount to win the favor of consumers. Suning, Jingdong electric business war has not receded, Daphne also in the e-commerce business staged a "abandoned" storm.
Media reports, according to Daphne internal staff broke the news, Daphne in Shanghai headquarters layoffs nearly 300 employees, the e-commerce department of the three supervisors were cut. In this regard, the company responded that it is only the company's job adjustment, denied abandoning the e-commerce business, said that due to the performance of the e-commerce business did not meet the expectations, the company will only adjust the department.
According to a report in the Investor's Business Daily, women's shoe brand Daphne has been caught in a whirlpool of disputes over franchising, and its "de-franchising" approach has provoked dissatisfaction among some of its franchisees, who are even boycotting the company. Hubei Province, more than 10 franchisees to the Shanghai Municipal Bureau of Industry and Commerce and the people's government to complain about Daphne
Public pressure, Daphne and some franchisees to renew the contract, but the franchisees are still not satisfied. Some franchisees told reporters that, due to the price and goods issues remain unresolved, the psychology is still not bottom. In addition, according to the reporter's survey, renewed franchisees only in Hubei, other areas franchisees did not receive notice. Did not receive notice of the franchisee said, if still not resolved, will take the legal route.
Directly-managed store promotions lead to franchisee rights
September 4, Beijing, Haidian District, Yuquan Road, near the outside wall of a Daphne store glass with a red promotional posters: the whole field of limited-time special price of 99 yuan. The staff who is setting up the goods in the store told the reporter that these are the latest styles of this summer, and there is a special promotion of 79 yuan.
It is understood that most of the Daphne stores across the country are 79-99 yuan promotional activities, which is the Daphne directly-managed stores from the eve of the promotional activities to do. But this activity makes Ms. Xia, a Daphne franchisee in Huanggang, Hubei, a little depressed and even angry.
"On August 17, Daphne's directly-managed stores began '79~99 yuan' promotions, but the average price of our goods are 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 can't sell them at all, we sold 400 yuan the day before yesterday and 500 yuan yesterday." September 4, in a telephone interview with reporters Ms. Xia said angrily, this is Daphne is forcing franchisees to quit.
In February 2009, Ms. Xia and Daphne signed a three-year franchise contract, invested about more than 500,000 yuan. The first two years, Ms. Xia in order to open the market, has been in a period of raising stores, not much profit, had thought that can begin to recover costs. But on November 2, 2009, Daphne told her that the company does not do the franchise, the contract stopped and will not be renewed.
"I was instantly baffled. When signing the contract Daphne said, unless they do not want to do, otherwise you can always do. I invested so much hard-earned money to say that the contract will not be renewed, how do I recover the cost." Ms. Xia said.
Meanwhile, Daphne began to put pressure on franchisees in terms of prices and goods. So Ms. Xia began to negotiate with Daphne constantly, but was disappointed again and again.
Ms. Xia's encounter is not an isolated case. According to the reporter's investigation found that Henan, Chongqing, Zhejiang, Shaanxi, Guangxi, Hunan, Hubei and other places Daphne franchisees have a similar situation. Even some franchisee contract has not expired, Daphne unilaterally stopped the supply.
At the end of August, Ms. Xia and a number of franchisees, including those in Hubei, banded together to complain to the Bureau of Industry and Commerce 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 negotiations, most of the Hubei franchisees reached an agreement with Daphne, and Ms. Xia renewed her two-year contract. But for the goods and promotional prices, Daphne still did not explain. Ms. Xia said that although the contract is renewed, but if the price and goods can not be resolved, the franchisee still can not earn money, we will continue to defend the rights.
According to the reporter, in addition to other areas of Hubei's franchisees have not received Daphne contract renewal notice. Chongqing Daphne franchisee Ms. Wang told reporters that has not received notice from Daphne, if Daphne is still no response, she will hire a lawyer to sue.
The reporter had asked Daphne public relations director Huang Yingzhe on this matter, in its reply to the media statement, said the two sides are not allowed, there should not be a violation of the spirit of the contract or violation of the relevant state laws, and the specialized departments will be based on the specific circumstances of the relevant franchisees, proper negotiation and processing.
De-franchising is accused of "unloading the mill to kill the donkey"
Publicly available information shows that, as of June 30, 2012, Daphne **** 4,598 directly-managed stores and 1,010 franchised stores in the first half of the new 411 directly-managed stores, a reduction of 45 franchised stores.
A former Daphne management Zhang Jie (a pseudonym) told reporters: "Daphne's de-franchising began a long time ago. At first it was 5,000 franchisees, 1,000 directly-managed stores, is 5 to 1, and then slowly after de-franchising, it became 1 to 5, but the rest of the franchises have also begun to recover."
The footwear and clothing market recession, from cost considerations, the general business is not to recover the franchise. So why is Daphne doing this?
"Enterprises after a period of rapid growth, enter a period of stability, especially in the form of economic downturn, began to appear weak growth. Where is the bottleneck at this time? Mainly terminal stores, especially franchises, standardized management and improve efficiency. Therefore, all brand companies want to transform into direct management to ensure sustainable growth in profits." Bian Weilin, general manager and chief consultant of Shenzhen Excellence Growth Management Consultant Co. said to reporters.
According to Daphne's half-yearly report in 2012, turnover in the first half of 2012 was 5.08 billion Hong Kong dollars, an increase of 28.9% year-on-year, operating profit increased by 11.0% to 700 million Hong Kong dollars, but the core brand "Daphne" gross profit.
Channel direct goal has become clearer
Based on the current situation, Daphne has not only in the optimization of the franchisee structure. Clothing independent commentator Ma Gang believes that Daphne purpose is very clear, want to completely direct. In the first half of the year, Daphne increased 411 directly-managed stores, while reducing 45 franchises, the company's core brand directly-managed stores to about 83 percent.
Store Opening Ceremony
Daphne, the No. 1 brand of mass-popular women's shoes in China, today held a new store opening ceremony for its 4,000th mainland store at Shanghai Guangqi City, and used the event to officially kick off the group's 25th anniversary celebration. To this end, Daphne's brand image spokesperson, Taiwan's famous group S.H.E, was present to lend her support.
Accompanied by a wonderful scenario dance performance opened the prelude to the whole event, interpretation of Daphne from the young and ignorant little girl to a mature woman's metamorphosis process. Immediately afterward, a video about Daphne's 25 years of growth showed us a different Daphne. At the end of the picture, all eyes focused on the screen that symbolizes the opening of the brand spokesman Mr. Huang Yingzhe and the guest S.H.E together opened the Daphne LOGO Bing S.H.E together opened the special key in the shape of the Daphne LOGO, accompanied by exciting music and dazzling stage lighting, the atmosphere of the scene was pushed to a climax. It is worth mentioning that Selina, a member of S.H.E who was not able to be present at the event, also sent her most sincere wishes to Daphne via video. At the end of the event, Daphne also invited two microblogging fans and S.H.E on stage to interact with the game, which brought a burst of surprise to the audience.
At the event, the organizers also set up a special display area to tell the story of Daphne's 25 years of shoe-making history. From the first pair of shoes at the birth of the brand, to the one millionth and one hundred millionth pair, to the classic timeless models with the highest sales volume ever, these precious Daphne commemorative shoes delighted the guests. Among them, the wedding shoes specially designed by Daphne for Ella and Selina as well as Hebe's bridesmaid shoes were displayed to the public for the first time, attracting a lot of attention. The display of these shoes also conveyed to everyone the Daphne brand's relentless pursuit of allowing women to improve their image and temperament through a good pair of shoes, and to seek a wonderful life in self-confidence.
Reviewing the 25-year development path, Daphne has never stopped its efforts in segmenting the consumer market, and has met the fashion needs of consumers of different age levels with its targeted designs. So far, it has successively established its own brand Daphne, which has been the No. 1 seller in China for 16 years, and SHOEBOX, the first shoe store in China's shoe industry. In addition, it has cooperated with ALDO and other international famous high-end footwear brands to carry out sales business in China. Nowadays, Daphne has been developing and expanding into a diversified fashion group with a series of famous footwear and apparel brands. As the No. 1 brand of popular women's shoes, Daphne enjoys the reputation as the industry's wind vane, whether in brand styling, quality control, or in corporate social responsibility.
The grand opening of the brand's 4,000th store also marks Daphne's position as a leader in the shoe industry. Taking the opening ceremony as an opportunity, Daphne wants to break the cocoon into a butterfly, start a new journey in the splendor, inject new vitality into the brand, bring more surprises with a new image, and become a brand company that leads fashion and provides comfort.