The Tragedy Of Daphne Is Unexpected But Reasonable.

"Daphne", a tragic "woman" from 17 billion to 1 billion 500 million, is the brand name of Daphne, which is derived from Greek mythology. Its LOGO design uses many Greek elements. This brand, which has been injected with a good sense, is as green as the legendary laurel tree at the beginning of its establishment. In the peak period, the mainland sells five pairs of women's shoes, one of which is from Daphne. But in recent years, Daphne has been plunged into a "mire": losing money and closing stores. These words gradually wound up the once brilliant brand.

Afterward, UNIQLO is slowly losing its way along with Daphne's footsteps. Once a popular shoe king: 5 pairs of shoes have a pair of Daphne shoes as one of the famous women's shoes brands in China. I believe many people have visited Daphne stores. I believe you have many friends who loved this brand very much. Daphne has changed since 2000. Brand logo And shop decoration style, started to build proprietary stores, business scope from shopping mall counters to street shops, in the small daily commuter road to go to work there is a Daphne shop, and it is these stores let many people remember it.

In ancient Greek myths and legends, because of Cupid's arrow of love, Sun God Apollo fell madly in love with Daphne. However, Daphne, who was blunted by the blunt arrow, was disgusted with love. Faced with Apollo's pursuit, Daphne was unable to interfere with it and eventually became a laurel tree. But Apollo felt deeply and unabated. This love finally moved Daphne, and she changed her body. The laurel is also evergreen and endlessly green all the year round. According to media reports, at the peak of its performance, Daphne's market share of women's shoes was close to 20%, which means that one out of every five pairs of women's shoes sold in the mainland came from Daphne.

Today's Daphne A bit sad: the market value from 17 billion to 1 billion 500 million precise brand strategy positioning, so that Daphne quickly expanded the mainland market, and helped Daphne spend 08 years of financial crisis. It was also in this year that Yong en international group was renamed Daphne international. Daphne, which was listed at the end of 1995, began its rapid rise in 2004, rising from HK $0.5 to HK $9.8 in 2007. Its share price picked up in early 2009 and came to HK $11.84 in 2012, with a total market value of HK $19 billion 500 million (about 17 billion yuan at current exchange rate). But after its glory, its share price began to decline in 2013. As of today's close, Daphne's share price is HK $1.06, and its market value is only HK $1 billion 700 million (about 1 billion 500 million yuan) based on the latest stock price.

Behind the stock price drop is Daphne. achievement The embarrassment of continued weakness, Daphne's revenue fell 22.3% to HK $3 billion 400 million, according to Daphne's recent first half results. Despite an annual reduction of 18.3% in operating expenses, operating losses still amounted to HK $250 million, compared with HK $11 million 20 thousand in the same period last year. In addition, the group lost a net loss of HK $163 million 600 thousand in the first half of this year, or about 140 million 370 thousand yuan. According to the 2015 annual report released by Daphne in March this year, the loss attributable to its owners amounted to HK $379 million, a sharp decline of over 300% compared with last year. This is Daphne's first loss in nearly 10 years, and it goes back to 2001.

And Daphne blamed the closure and bad weather as an important factor in operating huge losses. In addition, since the closure of 805 sales outlets in 2015, Daphne has closed 450 stores in the first half of this year. The closing speed is equivalent to closing 2 stores a day. The speed of closing stores has not slowed down. It has become a "Guan Dian Wang", and Daphne is facing a dilemma. In the four to six tier cities, although the number of Daphne shops is 2350, accounting for 46% of the total number of shops, the number of closed stores is the largest, reaching 204. More than Daphne, many brands are hard.

Faced with the decline in performance is not a Daphne family, the entire women's shoes industry is facing such a situation, including BELLE, Saturday and some other Chinese women's shoes in the "big card". Although some people think that the electricity supplier shock is an important reason for the decline of these brands' performance, most of the view is that the electricity supplier is only a small part of the reason. "There are many reasons for this. First, the new brand has become more and more contention for the market, leading to a decline in the share of these original brands. In addition, the nature of brand launch and its location groups do not match, leading consumers to choose other brands.

Another is that they do not match the commodity structure of the terminal and the market demand structure. As the current rental of stores, labor costs rise, coupled with the footwear market saturation, weak demand and so on, footwear brand entities will continue to shuffle. It remains to be seen whether we can restore the glory of the past. What is the reason for this old shoe king going down the altar? It has been counted that China sells five pairs of shoes, of which one must be Daphne. But after the glory, Daphne's share price seems to be on the decline and red light is on the way. Even now we have to close the door.