Whether in Shanghai, Beijing, or in Suzhou, Dongguan, walking around the country's cities, you can see the feet of "Daphne" women's shoes young white-collar workers. This name from the Greek mythology of the beautiful goddess of the brand, since the early nineties launched, has won the favor of the majority of fashionable women, the product is popular across the country, in the footwear industry is second to none.
The Yung En Group, which founded the brand, has decades of experience in shoe manufacturing in Taiwan, and began expanding its business in mainland China after the opening of the Taiwan Strait in the late 1980s, entering the mainland domestic market in 1990 with its own Daphne brand.
Since 2003, the company has been expanding at a rate of 150 stores per year in Mainland China. In 2005, Daphne redesigned its store image to differentiate between Daphne D18 Youth and Daphne D28 Classic stores, making the brand positioning clearer and more specific, and in 2006, the company entered the Taiwan market, replicating its success in Mainland China to Taiwan. In addition, the Group acquired the cooperation of the world-renowned sports brand adidas Classic Collection in the PRC in early 2003, and is solely responsible for the retail expansion of the product in the PRC.
Order-of-magnitude growth, the implementation of the industry's bull's-eye, Daphne has what kind of marketing and management secrets?
"Countryside surrounded by the city" strategy
Branch is responsible for the implementation of the head office's strategy, the implementation of the management of specialty stores, specialty stores personnel. The work includes: site searching for new stores, applying for stores, signing contracts, opening stores; management of branch personnel, branch sales targets reached, the implementation of the head office promotional activities.
Logistics, branch stores sell goods by the head office logistics distribution to the branch, branch logistics distribution of goods to the stores. In terms of management, the store manager is responsible for the management of the store sales targets, store manager supervision, store management.
Initially, the Yongen Group adopted a wholesale-based marketing model, but there are many blind spots, in 1996, from wholesale to self-managed stores, to 2002, 290 directly-managed stores, 453 stores, more than 50 in Shanghai, becoming the main battlefield for Daphne. Major shopping malls and department stores counters are more than 100, 388 joint sales positions, the rest of the buyout-type agents, totaling more than 1,000 marketing positions throughout mainland China ****.
According to Yung En Group's statistics, although the first-tier cities in mainland China have large populations and sizable sales, the relative costs and rents are also very expensive, and it is the second-tier provincial capitals that are the real moneymakers. In 2001, for example, Daphne's fastest-growing area is the southeast coast of the past as a fear of the coastal area, Daphne a breath in Shenzhen opened four stores, each store are making money, a total of Guangdong Province in 2001 performance than the past three years grew as much as two times.
Thousands of outlets, sales throughout the country's provinces, but also become Daphne and international brands to cooperate with the chips. adidas classic series see this advantage, chose to cooperate with Daphne. 2002, the two adidas classic series stores in Shanghai's city hundred store on the fifth floor of the east and the first floor of the Hong Kong Convention and Exhibition Center Plaza was the first to open, the casual and fashionable style of the store as well as the trend-setting products attracted the attention of many consumers. The casual and fashionable style of the stores and the trend-setting products attracted the attention of many consumers. Yongen Group is full of confidence in the promotion of adidas classic series in China, and plans to expand it to all parts of the country by the time of the Beijing Olympic Games in 2008.
Multi-pronged marketing approach
Meanwhile, the directly-managed stores are directly facing the market, which helps the company to obtain the most effective market information and understand the characteristics of consumer demand. The company also has direct control, easy to operate and manage, and can perfectly reflect and implement the company's marketing concept.
It can be said that the expansion of the scale of the direct chain is in the "circle", for the future diversification of enterprises to lay a good foundation for the channel. However, the direct camp has one of the biggest disadvantages, that is, the high speed of expansion on the capital pressure is too great. And when the chain reached thousands of stores, management difficulties will be dramatically enlarged.
In addition to the directly operated chain stores, franchised stores are another force contributing to the sales of Daphne women's shoes. 2003 Daphne's national sales of 800 million yuan, franchising to make a contribution of 30% of sales.
What is the status of Daphne's franchise? Daphne in the country's 16 branches, in addition to the Shanghai branch of the jurisdiction of the region without franchise retailers, the remaining 15 branches of the direct chain of stores network does not cover the region, the region sold Daphne women's shoes are franchised franchisees acting as Daphne's products. Therefore, some Taiwanese industry insiders pointed out that Chinese businessmen in the assessment of the mainland exhibition market, not all locally run is not good, perhaps it can be more clearly said that the mainland local associations organized by the international exhibition, the effect of which needs to be carefully assessed, but if only the local associations of the mainland domestic market for the exhibition activities organized by the mainland domestic market, the intention to open up the domestic market manufacturers can listen to the industry's views, and sometimes the effect will be better than to participate in the large-scale international exhibitions. The result will sometimes be better than participating in large-scale international exhibitions.
The Yung En Group, in conjunction with other well-known apparel brands in the mainland, held a "China-US Fashion Model Show" in Shanghai, using famous mainland models to wear Daphne shoes and promote its product image. In addition, Yung En also rented the Shanghai Stadium to hold the "Daphne Night", which is also combined with beautiful women for advertising. It is extremely rare in Taiwan to invest such a large amount of advertising funds in order to sell shoes. The National Shoe and Hat Show in mainland China is also a key promotional event. As each show attracts tens of thousands of visitors from department stores and wholesale retailers, Taiwanese companies take advantage of the exhibition to build their brand image and launch new products for the next season.
But despite all the money spent on advertising and publicity, Daphne's brand positioning is very clear: be a brand, not a name brand. Still positioning themselves as mid-range women's shoes, so that more people can afford to buy, and strive to become the favorite of young white-collar women. The organizational structure of Daphne's operation in China is as follows: head office - branches - stores. Among them, the head office formulates Daphne's expansion strategy throughout China, formulates the company's annual work plan, cost control, and management of branch affairs.
The branch is responsible for the implementation of the strategy of the head office, the specialty stores, specialty stores, the implementation of personnel management. The work includes: searching for new stores, applying for stores, signing contracts, opening stores; management of branch personnel, branch sales targets reached, the implementation of the head office promotional activities, and so on.
The advantage of the specialty store model is that it can control its own dominance and pricing, and the distribution system of the Yung En Group has been able to make it possible to make up all the shoes sold today within 24 hours, which is quite maneuverable and elastic, and shows that it has done a good job of logistics management. In addition, Yung En Group has set up zero-size shoe processing centers in secondary cities to effectively solve the inventory problem and avoid the pressure of excessive inventory on capital turnover. Zero-size processing centers can clear the inventory, and since the style of shoes required by the secondary cities is not as popular as that of the primary cities, zero-size shoes are still quite popular in the secondary cities, and therefore the shoes that don't sell well can be moved to the secondary cities to be sold.
Sales are the center of gravity for Daphne. Daphne paid heavily to hire the world's top guru, Mr. Lin Chau-min to re-plan its ultra-modern stores; and asked the popular singer Tao to compose an advertising song, sung separately by S.H.E. and Liu Ruoying, as the store's door song. It is expected that within ten years, Daphne's stores and counters will be opened to 3,000, and continue to take the mode of "encircling the city in the countryside" to gradually capture the mainland China market. Daphne has implemented a multi-pronged marketing approach, including sales associates, individual agents or buyout and specialty stores. In the case of monopoly, for example, it is also divided into two kinds of direct and licensed.
Directly operated stores face the market directly, which helps the company obtain the most effective market information and understand the characteristics of consumer demand. The company also has direct control, easy to operate and manage, and can perfectly reflect and implement the company's marketing concept.
It can be said that the expansion of the scale of the direct chain is in the "circle", for the future diversification of enterprises to lay a good channel fundamental. However, direct operation has one of the biggest disadvantages, that is, the high expansion rate of capital pressure is too great. And when the chain reached thousands of stores, management difficulties will be dramatically enlarged.
Daphne franchise status? Daphne in the country's 16 branches, in addition to the Shanghai branch jurisdiction of the region without a franchised retailers, the remaining 15 branches of the direct chain of stores network does not cover the region, the region sold Daphne women's shoes are franchised franchisee agent Daphne's products.
Daphne franchised stores are divided into two categories: one is a franchised retailer hosting, that is, the franchisee to meet the requirements of the Daphne company to join the franchise, signed a franchise contract, the management of the store by the regional branch of the store management on behalf of the cover of the brand image and day-to-day management, but the recruitment of the store staff, salary payments are borne by the franchisee.
The other category is the franchisee self-management, that is, the franchisee point of sale since the construction, management, brand image must be in accordance with the requirements of the franchisee to implement, self-management store operators generally have good business management experience.
In order to control the risk, Daphne franchised retailers to set strict entry thresholds, requiring a single retail point or store for the operation of the field, in strict accordance with the requirements of the Daphne company channel planning and store standards, the opening of the "Daphne" brand standard stores, to buyout approach to distribution "Daphne" series of products, and only absolute retail not wholesale business. In terms of capital, apply to open a franchise store retailer funds must be more than 500,000, multi-brand stores require more than 150,000; management, the franchisee is required to have a brand specialty sales management and chain management experience, knowledge, and so on.
After opening in the rain and detonating the whole venue, David Tao's appeal in Shanghai is still not bad, bringing more shocking music and performance. Throughout the concert, David Tao showed his kingly demeanor, and his passionate and hot dance with his female dance partners drew screams from female fans on stage, as he conquered the hearts of his fans in Shanghai once again.
In the backing singers' shouts of "Return of the King", David Tao appeared in a shiny flower-colored suit. However, he did not rush to open his voice, but kept pacing back and forth on the stage, as if he were a king on tour, wondering if he was trying to hit on the theme of "The Return of the King". After a "Shanghai, I'm back!" David Tao finally opened his mouth, "10:30 at the airport" then sounded, almost everyone in the audience stood to the chair, swaying with the music. Subsequently, sent "can not forget", he now changed the lyrics: "can not forget, old friends, COME Shanghai". During the show, David Tao and Shanghai fans constantly set up a close relationship, he said to the whole audience: "Although today's weather is a little cold, but you guys make me feel very warm, the feeling of going home is really good." Referring to the heavy rain at the concert, he still had palpitations: "The last concert encountered torrential rain, which made me very uninspired, today I will let everyone present feel the shock of the music, please prepare your heart!" Several powerful songs, including "Ghost" and "Hate the Dream of the Red Chamber", were sung in a dance suite, setting off the first climax of the show.
After a segment of pipa and folk dance performances, a re-dressed Tao made his reappearance with an embroidered green shirt paired with a black undershirt. A Shanghai dialect RAP was added to "Su San Said", which made the audience listen to the song; "Whose Heart Does the Moon Represent" was interpreted as a jazz version, and Tao even imitated the singing voice of a black man, which was refreshing; and the rock version of "Small Town Girl" was even more stunning. The rock version of "Small Town Girl" was even more stunning. After the song "I'm not going home today", Tao even teased the Shanghai fans, "Tonight all of you go back to my home!" When singing the song "Black Orange", Tao said the song is dedicated to the victims of the tropical storm that swept through Myanmar, and he even appealed to the scene: if everyone can give a little love, we can alleviate the losses caused by the disaster. Compared with the Daphne David Tao 123 We Are Wooden concert, this performance added many surprises to fans, such as the English group song and dance passages, will let everyone feel a different David Tao, but also let fans enjoy a high level of music feast, the godfather of the music once again proved himself in the singing world unshakeable position!
On March 7, 2012, the Asian group S.H.E. gathered in Taipei after a year's absence to shoot the Daphne 2012 Spring/Summer image campaign. The three of them experienced more experience in their respective lives and careers, and got more growth and transformation, perfectly interpreting Daphne's brand theme of "We are in bloom". Talking about the theme of this season's shooting, "We are blooming", S.H.E also has its own unique understanding, only after experiencing the ups and downs of life, we can precipitate the accumulation of inner strength, and bloom a more mature and beautiful style.
This shoot is not only Selina's bright new life and S.H.E's first return to work after reunion, but also opens a brand new page of Daphne's brand reinvention. The new Daphne, like S.H.E. who has gone through a transformation, is blossoming with an intimate and charming radiance.
In order to create the meaning of blossoming, S.H.E changed into a flowing dress and matched with Daphne spring/summer shoes, exuding a charming atmosphere like a rose in the morning sun. Immersed in the newlywed happiness Selina this time the modeling is a white gown, washed away the shyness of the girl, hands and feet contains a gentle and generous, shallow smile makes people feel warm.
Hebe and Ella's modelling and the past compared to the breakthrough: Hebe in brightly colored sexy dress jumping spinning, interpretation of the Daphne "bloom" mood. Ella is wearing a feminine dress, transformed into a gentle lady, amazing!