Daphne'S Biggest Loss Factor Is This.

It is reported that although Daphne The group's strategic vision is abundant, but it still can't stop the declining trend in the retail market in 2015. A large number of stores are closing down to send complex signals to the market. At the same time, the consumer loyalty and brand reputation are facing challenges at the expense of cost.

In addition to the trembling loss figures, Daphne's sales winter is also directly reflected in the closure of a large number of stores. In recent years, Daphne has gone back and forth in the northern Shang and Shenzhen first level business circle. Many stores have moved to the two level business district, some even have opened to the shopping centers or supermarkets in the community, and even the "street shops" are also decreasing. In 2015, Daphne closed 805 stores, including 692 Direct stores and 113 franchised stores.

Although Daphne believes that closing down the loss shop is conducive to upgrading the quality of the overall sales network in the future, but the consolidation measures such as the sharp closing of the whole year and the subsequent layoffs will result in an increase in the operation cost of Daphne and a negative burden of business leverage.

The media find Daphne's loss factors in the announcement: 1, China's economy continues to slow down and consumption is weak; 2, 2015 winter is "exceptionally warm winter"; 3, "double 11" such online festivals dilute the physical store passenger flow; 4, the industry has a big discount in advance. retail market Competition is more intense.

In fact, since 2012, Daphne's net profit has been bogged down in negative growth. Although the deterioration of the environment can explain some of the reasons why Daphne's profit performance is frozen, it is probably Daphne's more essential question to ask its own product innovation than any external factors such as weather, market and economy.

As a manufacturing enterprise, if we want to continue to develop in the competition, we must constantly have products and services that are loved by consumers and constantly improve the consumers' experience. brand The key to establishing long-term dependable relationships with customers. In the past, SONY, today's apple, is a model of maintaining long-term relationship with consumers through technological innovation and product innovation.

At the beginning of his career, Lining began to realize that independent innovation, technological innovation and the continuous introduction of users' favorite products not only enable new products to bring new experience to users, thereby protecting the importance of long-term customer relationship, but also improving the value added by enterprises in manufacturing, channel access to partners and users at retail terminals.

Zhong Hongxing, President of Tongxiang Footwear Association, also said: "how far can Tongxiang shoes go? The key lies in the innovative ability and brand building ability of enterprises.

We can see the importance of "innovation" in the process of brand development.

Product innovation has become one of the strategic steps for the major shoe brands to focus on the main business and form competitiveness and continuously support the sustainable development of enterprises, thus forming a long-term trust relationship with product users. How to innovate and get out of "homogeneity" haze is not only a matter for Daphne to consider, but also for all shoe industry brands.