Baili delisted, Daphne changed from "opening king" to "closing king", and Baidu turned profit into loss In recent years, the performance of domestic women's shoes listed companies is bleak. These brands once occupied half of the women's shoes industry, why can't they hold on to women consumers now?
Loss and store closing become normal
In the traditional women's shoes industry, Daphne, Qianbaidu and Saturday, three representative enterprises, have experienced a "cold winter" in performance in recent years, and have not been able to get rid of the "loss" situation. In the face of continuous decline in performance, the above three enterprises all chose to stop loss by closing stores.
Daphne used to be the "king of popular shoes", with a market share of nearly 20% at its peak. In 2012, the number of Daphne's stores reached 6881, which can be seen everywhere. At the same time, Daphne is also favored by the capital market. The rise of stock price once drove Daphne's market value to nearly HK $18 billion.
It's a pity that it won't last long. In 2015, Daphne lost money for the first time, reaching HK $379 million. Last year, the brand lost HK $2.926 billion. The company's share price also fell to about HK $0.25 from nearly HK $3 at the beginning of 2015, with its market value shrinking by more than 90%. In addition, since 2015, Daphne has opened the store closing mode. Last year, Daphne closed 1016 outlets, and the number of Daphne stores is less than 3000.
Similar to Daphne, there are thousands of Baidu. Recently, baidu released its financial report, showing that it lost 475.7 billion yuan in the whole year last year, nearly six times the previous profit and loss of 80 million yuan. At present, the company's market value is only about 400 million Hong Kong dollars. As of the end of December last year, Qianbaidu's retail stores of self operated shoes and shoes had a net decrease of 245, while authorized stores had a decrease of 39, down 25.37% compared with the number of stores in 2015. Obviously, the reason for the decrease in stores is that Baidu's performance has declined and its sales have been sluggish.
At the beginning of the listing, women's shoes brand known as "China's first share of women's shoes" had a tough time in recent years. From the listing in 2009 to 2017, in the past nine years, only in 2009 and 2014, the net profit rose on Saturday, and fell in the remaining seven years. Last year, net profit plummeted by 1789.31%. It is reported that Saturday also experienced the tide of opening and closing stores in these years. According to the financial report data, from 2009 to 2013, the company's chain stores continued to expand, from 1403 to 2363. 283 stores were closed in 2015, 233 in 2016 and 222 in 2017.
Develop new business and seek self-help
In the face of declining performance, these three women's shoe enterprises are also helping themselves. Baidu has tried to save performance by opening up new business lines. In 2015, baidu invested nearly HK $1.2 billion to acquire Hamleys, a famous British high-end toy brand. According to the financial report, the total revenue of the company's toy retail business rose 1.5% year on year, accounting for 22.1% of the company's total revenue. However, Hamleys is facing challenges in many markets. Although the number of stores has increased, the sales volume has not increased correspondingly. In addition, in August 2017, Qianbaidu announced that it had completed the acquisition of 45.78% of Eaton International Education's equity, ranking in the field of early childhood education. However, just four months after the acquisition, Qianbaidu sold all its shares in Eaton international education. It can be seen that the acquisition of shares in education companies has little impact on Qianbaidu's performance.
According to Saturday's performance express, the company's total operating revenue last year was 1.532 billion yuan, an increase of 1.87% over the same period last year; the net profit attributable to shareholders of listed companies was 14.0593 million yuan, an increase of 103.99% over the same period last year. Despite the previous decline, both revenue and net profit growth came from its own media business. It is worth mentioning that in 2017, the acquisition of the controlling rights of fashion Fengxun and Beijing Shixin Internet companies was completed on Saturday. Last March, another 88.57% of Hangzhou Yuanwang Network Co., Ltd. was acquired on Saturday for about 1.8 billion yuan. It's not hard to see that on Saturday, I want to take the Internet Express and improve the layout of my own marketing industry chain. But a self-Media operator told China Business Daily that after experiencing the closure of the platform, the future prospect of self-Media is still unknown. Coupled with the huge investment in Internet companies, it's still hard to determine whether it can bring new performance growth to Saturday. It's risky to vigorously engage in "sideline" business on Saturday.
It may be that seeing Saturday taste a little bit of sweetness in the self-Media business, Daphne will also cooperate with a brand consulting company this year. In addition to adjusting its brand marketing strategy, Daphne will also focus on social media marketing. To this end, Cheng Weixiong, an expert in textile and clothing management and general manager of Shanghai Liangqi Brand Management Co., Ltd., said Daphne should not focus on social media marketing, but should focus on brand positioning and increase product research and development.
Industry development encounters difficulties
At present, most of the traditional women's shoes enterprises are in a state of recession, and the common crux of these shoes enterprises is that "it's hard for the ship to turn around", and they can't keep pace with the transformation in the era of increasingly rapid changes in consumer demand. Not only that, today's traditional women's shoes brand homogenization is serious, many consumers said that when they shop, the same or similar styles of shoes are everywhere, the design innovation is low, the cost performance is not high, and the brand is relatively aging.
A saleswoman in a women's shoes store told China Business Daily that the key problem of the recession in the women's shoes industry is that it can't keep up with the trend. The styles of several years ago can still find products with high similarity, and it's not hard to understand that they can't be sold. In addition, women consumers of different cultures, incomes and ages have different needs in brand, price, style and style, and now the product positioning in the market is relatively vague.
From the perspective of the industry, Daphne, Qianbaidu, and Saturday, and even Baili, which has been out of the market, have all experienced substantial opening and rapid closing, and they all rely too much on offline sales channels. At first, a researcher in the footwear industry told reporters, a large number of these enterprises tried to seize the market, quickly improve market share and brand influence. However, with the advent of e-commerce era, the impact of online channels on offline channels is very obvious, and the store passenger flow is significantly reduced. At the same time, due to the high cost of store rent and human resources, the profit margin of offline channels is very low. Different from offline sales channels, e-commerce channels have witnessed rapid growth. According to relevant data, the sales growth rate of footwear industry in the field of e-commerce is as high as 20%.
At the same time, the domestic women's shoes industry is no longer just the world of casual shoes. Among the top 10 brands in the domestic women's shoes market, the market share of sports women's shoes brands is constantly increasing. Data shows that from 2013 to 2016, the market share of the top ten sports shoes brands increased from 9.8% to 16.7%, while the market share of the top ten fashion women's shoes brands decreased from 26.7% to 24.9%.
The industry generally believes that the domestic women's shoes industry is a highly market-oriented free competition industry, with low access threshold, many small and medium-sized enterprises scattered, and the overall market presents a multi-level competition pattern. For the traditional women's shoes brand, whether to find new profit growth point in the loss will become the key to the survival of enterprises.
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