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Daphne Deteriorated Its Core Brand In 2013 And Sales Decreased By 10.4%.

2014/1/22 9:07:00 42

Daphne 2013 Sales Performance Shoes O2O

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 last year, < a href= "http://sjfzxm.com/news/index_s.asp" > Daphne < /a > has been in a doldrums. Whether Daphne can turn the tide in 2014 will be directly related to its development strategy, implementation effect and market demand. At present, inventory is unbearable for Daphne. 
 performance continued to decline 
 according to Daphne's recent business bulletin, Daphne's core brand business in the fourth quarter of 2013 decreased by 5.4% year-on-year, while the same period in 2012 increased by 2%. 
 in the fourth quarter of last year, the average selling price of its products decreased year by year, while the core brand sales point decreased by 245. 
 reporter noted that compared with the previous close down of franchised stores, the number of outlets in this store has reached 222, with 23 franchisees. 
In the whole year of P, Daphne's core brand and same store sales fell 10.4%, far from the increase of 9% in 2012. Daphne pointed out that last year, the negative growth of the same store sales and the decrease in the number of stores decreased the annual turnover of the group only about the same as the year before. 
 Daphne said that the negative leverage effect caused by the slowdown in sales and the impairment loss caused by the closure of poorly performing stores led to a significant decline in the operating profit of the core brand, especially in the second half of the year, and the expected net profit would be a low percentage per unit. 
After P, the institutional reaction is different. JP Morgan pointed out that Daphne's inventory level was high, and management had indicated that it would take several quarters to clean up excess stock, and there was a surplus stock in the whole market. In contrast, Merrill Lynch thinks its worst is over, and expects Daphne to rebound this year. 
 in fact, from last year to now, Daphne's performance has been in a doldrums. Analysts pointed out that, in addition to the factors that the company itself pointed out, the competition faced by small stores and online stores is increasing. Under the situation of weak demand and fierce competition in the same industry, Daphne's future operation will not be greatly improved. A target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > independent industry commentator Ma Gang said that although Daphne's "route" is also wide, but the contribution of the middle and high-end parts is not large, the main force is the low-end products. And this part of the product under the continuous impact of the electricity supplier, the pressure is greater, sales decline is inevitable. 
 Du Yanhong, a researcher in the retail industry of CIC, pointed out that Daphne still has some loopholes in its supply chain system, and its market demand is not strong enough, resulting in too much backlog. In addition, its store management has yet to be improved. "Despite the vigorous implementation of Direct stores, the operation is still not optimistic." 
 < a href= > http://sjfzxm.com/news/index_s.asp > O2O < /a > inventory /p >
 in the above operation announcement, Daphne said that in 2014, it will focus on the main problems encountered in 2013, namely, sales efficiency, supply chain and inventory management, and procurement and marketing. The company pointed out that this year will invest more in marketing and brand building, and the integration of online and offline businesses (O2O) is also one of the priorities. 
Below P, Daphne has reduced 50 core brand sales outlets in 2013. Among them, the number of outlets has increased by 64, and the number of franchisees has decreased by 114. As of the end of last year, the group has 6319 core brand sales outlets. In 2012, the number of Daphne stores increased by 767. 
 Du Yanhong believes that in the past two years, the number of stores has increased or decreased. On the one hand, it has impeded its development. On the other hand, this is also the inevitable result of its structural adjustment. "In the fourth quarter of 2012, Daphne began to stop joining businesses and develop direct stores, but the cost of Direct stores is higher, and the pace of development is bound to slow down." 
 it is worth noting that one of Daphne's specific measures for this year's key issues is to enhance the intensity of clearing seasonal products through diversified sales channels, while online channels will be an effective complement to entities in clearing inventory. 
 Du Yanhong told reporters that in May 2010, Daphne invested 100 yuan in strategic investment of 30 million yuan to develop electricity supplier business. However, in 2012, 100 of the website was disrupted, and the operation of the website went bankrupt. However, the development of online business is huge, which is a channel that can not be ignored. Daphne's e-commerce business has to start again. "Daphne positioning is at the low end, taking the mass line, which is more in line with the electricity supplier channel." 
Less than P, Daphne has a dominant position in the footwear brand compared with the line, and its electricity supplier share is still relatively small. For Daphne, which opens the market with the "Street store" mode, the O2O mode can make the stores and electricity suppliers have more crossover. 
 Du Yanhong told reporters that the biggest difficulty Daphne is facing is its high inventory. Reducing inventory has become the top priority of this year. Online and offline integration can largely solve Daphne's current high inventory problem.