This article is transferred from the public account with permission: Mr. Grace Weekly
Although Nicholas Tse was invited as the creative director and Quan Zhixian was endorsed, the decline of Daphne, the king of public shoes, did not decrease.
DAPHNE, a women's shoe brand endorsed by SHE
Recently, Taiwanese women's shoe brand Daphne issued the latest profit warning, showing that the company expects the loss for the whole year of 2016 to reach HK$790 million to HK$840 million. Compared with the loss in the same period last year, the loss increased by about 58% to 70%.
In addition to the loss, Daphne could not stop closing the store.
According to the announcement, the number of Daphne sales outlets decreased by 999 in 2016, including 810 directly operated stores and 189 franchised stores. It is reported that the number of sales stores in Daphne's core business nationwide exceeded 6,000 at its peak, and by the end of 2016, the number had decreased to 4,598.
Daphne endorsed by Jeon Ji-hyun
In fact, in January this year, Daphne issued a full-year 2016 profit warning, when it said that as of December 31, 2016, the net loss will increase by more than 50%, and it is expected to reach HK$569 million. This announcement is equivalent to raising the loss forecast for 2016.
Previously, Daphne gave the reasons for the loss: a sharp decline in sales; negative growth in same-store sales; and a decline in gross profit margin, caused by the Group's active inventory clearance and the increase in the proportion of overall sales of seasonal goods; Some operating expenses related to inventory carding and store consolidation.
For the significant increase in the loss in this announcement, Daphne said that it was mainly due to a number of temporary differences and tax losses, resulting in the failure to recognize deferred tax assets.
Each era has its own "loading sharp weapon", Metersbonwe can be used to dress up Jaylen fans, not taking the usual road, xtep to bring you a general feeling of flying, summer without wearing a Semir half sleeve embarrassed to go out, as well as the world famous brand Bosideng. In the post-85s once university standard, Daphne is the only representative of the "thin west mountain". It is said that youth does not disperse, but many of its friends are struggling on the line of life and death.
Guo Jingming faithfully recorded the era when national costumes flourished and were drunk and drunk:
In the eyes of countless foreigners who come to Shanghai for tourism, the center of Shanghai must be the bustling Nanjing Road that has been reported countless times by television programs. The flagship stores in Giordano and Benny Road flashed huge electronic screens. In the gold and silver buildings full of streets, the gold chains are thicker than one. Countless pedestrians held up their cameras, and the flashes clicked and flashed. ——Guo Jingming, "Little Times 1.0 Origami Era"
Catalyzed by this advertising bombardment, the national clothing industry ushered in the spring. In 2003, Metersbonwe asked Jay Chou to endorse, and in 2004, it was rated as the favorite clothing brand of Chinese youth;
If you want to think of the fire of the TV series "Let's Go to See the Meteor Shower" also forcibly implanted The United States Ande.
Back then, this was still a place for rich disciples to consume. It can be seen from the pricing of brands such as Meibang in that year:
In 2008, the per capita disposable income of urban residents was 15,781 yuan, and the summer clothes and pants of Metersbonwe were about 1200 yuan; In 2015, the per capita disposable income of urban residents was 31,195 yuan, and the summer clothes and pants of such brands were still around one or two hundred yuan.
Considering the rising prices and the increase in income, in 2008 you bought a shirt of two hundred in Metersbonwe, which is roughly equivalent to the seven or eight hundred shirts you are now going to H&M to buy for seven or eight hundred. #相当于现在 the price point of the H&M studio series #
However, the good times are not long, and Milbank has lived a stormy life in recent years. In the financial report released last year, the net loss reached 60.1908 million yuan, the annual loss exceeded 100 million yuan, and more than 1,500 stores were closed in 3 years. The founder of Milbank, the former clothing king Zhou Chengjian, also announced his resignation, and his daughter took over her own clothing empire.
Not only Milbank, the invasion of fast fashion + the rise of e-commerce, local clothing brands have become very sad in recent years.
Xtep's net profit began to decline in 2011 and has been losing money until 2015; the favorite of the ideal and pursuit of dick silk, Vanke, lost 600 million yuan in 2011; and the former brand Ofi Road was sold for 260 million last year.
In "Crazy Stone", the local brand has become like this-
However, in the past ten years, these brands have suddenly folded the sand, the loss of loss, the loss of compensation, what is wrong?
Today, the rich man's brother has been contracted by the LVMH Group. Taking the richest man's son Wang Sicong as an example, taking his girlfriend to buy and buy is basically Hermès, Delvaux, Chanel and so on. It is said that Wang Sicong once bought 20W clothes for the new Dou De'er at the buyer's shop.
From subsistence to moderate prosperity to middle-class consumption upgrades, local brands have become representatives of small-town youth clothing, and the following luxury groups control the tastes, desires, money and dreams of most people today.
Source: Mr. Grace Weekly
Author: Xu Ganggan