Luxury Demand Slipped And Luxury Shoe Industry Daphne Got Into Trouble.

The declining trend of luxury consumption demand has not improved. The luxury shoe brand Daphne has also been in a predicament.

Daphne International Holdings Ltd (hereinafter referred to as "Daphne") released the first half of 2015 performance preview.

As of June 30th, the growth rate of Daphne's same store sales fell 16.9%, closing 181 stores, including 117 direct outlets and 64 franchisees.

Among them, there were 14 stores in the first quarter and 167 stores in the two quarter.

In the face of such a rapid closing speed, Daphne attributed the problem to "being affected".

The overall downturn and the impact of peer competition.

Chen Yingjie, chairman of Daphne's board of directors, said that consumer confidence remained weak in the first half of this year, and the abnormal weather also hit people's desire to buy shoes in summer.

At the same time, a number of radical counterparts made a big discount earlier, resulting in fierce competition in the popular women's shoes market.

As for the second half of the business, Chen Yingjie said, "the outlook is still uncertain."

In fact, not only Daphne, but also another BELLE giant in the women's shoes industry is not optimistic.

As early as June this year, the first quarter retail business data released by BELLE International showed that the largest shoe production and retail companies in China decreased by 167 in the first quarter of this year, and the sales of footwear business decreased by 7.8% compared with the same period last year.

The company's chief executive Sheng Bai Jiao said that the slowdown in group business growth would become normal, and there would be no explosive growth in the short term, and the pace of opening stores will further slow down in the future.

Sheng Bai Jiao said that the poor performance of footwear sales was mainly due to structural problems rather than cyclical problems.

This phenomenon will not improve in the short term.

According to Sheng Bai pepper forecast, the footwear profit margin of the group will also decline in 2015, and the same store sales will fall more than in 2014.

According to Yang Dayun, President of excellent international fashion brand investment company, under the common constraints of many factors such as market saturation, rising cost and continuous impact of electric business, the extensive development mode of women's shoes brand simply scale, assemble production capacity and reduce costs has not worked.

"In the era of cost-effective and personalized products, how to make strategic adjustment is the problem that shoe brands need to face."

Daphne is undoubtedly aware of this and actively distributing online channels.

According to Chen Yingjie, in the middle of July this year, Daphne signed a cooperation agreement with Tmall and put it on the whole.

The advantages extend to the electronic business platform.

"We will build Daphne Tmall super brand day on Tmall platform, and we will launch" goddess coming to surprise "and other activities.

For a long time, Daphne has always had a good eye in the entertainment and marketing of celebrities. The artists who have successively endorsed it are popular stars, many of whom are SHE, Rene Liu, Nicholas Tse and Gianna Jun.

However, insiders pointed out that the current Daphne

As a matter of fact, celebrity endorsement has little effect on improving the performance of the company, and the effect of this star online marketing is still unknown.