The struggling Saturday seems a little better than Daphne, the fading shoe king.
A few days ago, Saturday Co., Ltd. released the 2018 annual performance express, with both operating revenue and net profit increasing. According to the financial report data, in the 12 months ended December 31, 2018 on Saturday, operating revenue reached 1.532 billion yuan, an increase of 1.87% over the previous year; total profit reached 27.7068 million yuan, an increase of 108.54% over the previous year; net profit attributable to shareholders of listed companies reached 14.0593 million yuan, an increase of 103.99% over the previous year.
With regard to performance growth, Saturday said that the company actively promoted transformation and upgrading around the strategic development goal of "building a fashionable IP ecosystem", achieved some improvement in business performance, and turned net profit into profit compared with 2017. The company adjusted the channel structure, and the brand collection store "saturdaymode" was in good operation; the performance of Beijing fashion Fengxun Information Technology Co., Ltd. and Beijing Shixin Information Technology Co., Ltd. met the expectation, which had a positive effect on the company's business performance.
On Saturday last June, in the environment of continuous deterioration of performance and situation, the company turned to new retail business and began to spin off its shoes business, hoping to fight with bare hands in the cold winter market environment. At least at present, it has achieved some results, at least the performance has reached the state of growth, but it is not clear how the outcome will go.
On March 5, this year, the company completed the acquisition of 88.57% shares of Hangzhou Yuanwang Network Co., Ltd. on Saturday, with a transaction price of 1.8 billion yuan, further attacking the direction of new retail and self media. In fact, this is not the first time to make efforts to the media on Saturday. As early as two years ago, a subsidiary of Beijing olive Star Information Technology Co., Ltd. was established on Saturday to integrate media resources and further promote the construction of fashion IP incubation operation platform and build a fashion IP ecosystem. But with such a long push, Saturday still failed to produce results in this regard.
In the changing consumer market, we realized the importance of transformation early on Saturday, and built a diversified road to continuously weaken the business of shoe owners. On July 17, 2018, the strategic cooperation framework agreement was signed with domestic underwear giant Huijie Co., Ltd. on Saturday. It is planned to conduct in-depth integration and diversified cooperation in channels, brands, customer resources, etc. However, the cooperation was terminated on Saturday evening, February 14 this year.
It can be seen from the performance that Saturday's current development is much better than Daphne's. on Saturday, at least, Daphne made a turnaround, but Daphne seems to be sinking deeper and deeper into the mire of performance. In 2018, Daphne's operating revenue decreased by 20.8% to HK $41.27, and shareholders accounted for a loss of HK $994 million. In 2018, it closed 1016 outlets. This is Daphne's fourth year of loss.
Daphne, known as the "king of Chinese shoes", was squeezed out of the altar under the fierce competition. The shoe company, which started from foreign trade, has been looking for a way back to glory after being abandoned by the market, but it seems a little difficult. Daphne implemented a large-scale "face change" in 2017, from the release of a new logo to "Daphne", the physical stores changed the original pink to "black, white, gray" as the main color, which is more suitable for the current aesthetic standards of consumers. In addition, Daphne has expanded its product range, increased its sports shoes and board shoes, and attracted young consumers.
Daphne, who started fast and reacted slowly, didn't seem to win much more in the market. From the performance, it can be seen that Daphne has lost 2.926 billion Hong Kong dollars since 2015, and its market value has shrunk by more than 90% in 2018.
Compared with another "popular shoes king" Belle International transformation effect is more significant.
On the afternoon of July 27, 2017, Belle International bid farewell to the Hong Kong Stock Exchange and then realized privatization. With this news release, many people have expressed their feelings that "a generation of shoe king is coming to an end", but now people no longer have such feelings. In the two years of privatization, Belle International has obviously felt relaxed, but it has not been depressed, instead, it has shown a positive transformation trend.
Belle International is exploring digitalization and intellectualization, focusing on the field of new consumption and new retail, transforming to the direction of "+ Internet", implanting RFID chips into shoes, using technology to capture the data of offline consumers' viewing and trying on, understanding consumers' needs and timely feedback design modification. Belle International controls the production and development of the whole industrial chain through the use of data.
In addition, on the basis of acting for many sports brands, Belle International will spin off its sports business and go to Hong Kong for IPO, focusing on the sports market prospect at that time, bringing greater improvement to sales performance.
From belle to Daphne to Saturday, domestic footwear and clothing brands seem to be struggling in the brink of extinction, reflecting the plight of the footwear industry. Even les saunda, a Hong Kong based footwear brand, is hard to escape the plight of declining performance, and Jiuxing holding, a domestic footwear giant, has also made a decision to divest its footwear business.
In the consumer market of the new era, even the once famous shoe brands can't reverse the performance decline, so Daphne's rejuvenation, Belle International's digitalization and Saturday's new market are all the beginning of seeking transformation, so as to rejuvenate the development and re-enter the market.
Nowadays, consumers have put forward higher and new demands for consumption, and also demand a more fashionable trend. Therefore, fashion, youth and convenience are endless. Shoe brands should constantly innovate and deeply tap consumers to return to the product itself.
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