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Text|Editor: Potato chips
Daphne women's shoes that were once sold in broken yards.
Now it has not fallen into such a situation.
Is it a failure of business policy, or is it the fault of the trouble?
In 2010, another example of a star marrying into a wealthy family occurred in the entertainment industry.
The scene was huge, and the wedding cars were all luxury Bentleys.
"President of the Legislative Council" Wang Jinping witnessed the marriage.
Countless celebrities came to the scene to bless them, and political and business celebrities also gathered here.
Such a scene surprised everyone even more, who was holding the wedding?
It turned out that Zhang Guoli's goddaughter Han Yuqin married Daphne's boss Chen Yingjie.
And after marriage, Chen Yingjie also doted on her very much.
So much so that for the sake of his wife, he wanted to do a big ticket.
In the end, everything went down the drain, not only losing billions.
It has even closed more than 6,000 stores in a row.
In August 2020, Daphne announced that she was withdrawing from the brick-and-mortar retail business.
The former "generation of shoe kings" also fell off the altar.
Daphne's decline is considered by some to be a big gamble by Chen Yingjie.
There are also people who attribute it to "heroes are sad to pass the beauty pass".
So, what exactly is the reason?
One: The Daphne brand withdrew from the physical retail business
When it comes to the brand Daphne, everyone should have heard of it.
And, in 2000, the brand's shoes were almost so popular that they sold out of size.
At that time, almost every girl had a pair.
You can also see shops with Daphne's name on them in the streets.
At that time, in 2008, it was estimated that almost 1 Daphne store was opened every 2 hours.
Even, due to the situation that Daphne is so popular.
In 2012, more than 6,000 Daphne brand stores rose.
This shows how sought-after Daphne's shoes are.
However, I thought that with Daphne's popularity, it would always be popular.
Who would have thought, after experiencing an epidemic.
In August 2020, Daphne made a big announcement.
It said that the performance in June was not satisfactory.
Not only did the turnover decrease by HK$212 million.
Even shareholders lost HK$141 million.
Therefore, in this situation, Daphne can only withdraw from the physical retail business of mid-to-high-end brands.
This news can be said to have taken many netizens by surprise.
Daphne, who once dominated the market.
However, who would have thought that Daphne would not fall into such a situation in just a few years.
Because at that time, in the Chinese market, every 5 pairs of women's shoes were sold.
Among them is a pair of Daphne brands.
I can't help but sigh: a generation of shoe kings has declined!
So, what exactly causes it?
This has to start from the year when Daphne's boss and actress Han Yuqin got married.
Two: A wealthy wedding, a sensation on the whole network, for the sake of romance only love diamond princess shoes
In 2010, Daphne's boss Chen Yingjie married a star Han Yuqin.
The wedding brought together many big names, both from the business community and the entertainment industry.
For example: Zhang Xinzhe, Liu Ruoying, Zhang Guoli and Deng Jie, etc.
Especially Ren Xianqi can be described as the "matchmaker" of these two people.
At that time, when Chen Yingjie did not take over the Daphne brand.
He is also a musician who loves rock 'n' roll.
And when I was working in a store, I met Ren Xianqi.
The two also have a common hobby, and Chen Yingjie usually follows Ren Xianqi to perform.
At that time, Chen Yingjie just wanted to make music well, and was not interested in management or running a business at all.
However, he didn't expect the final burden to fall on him.
Because, the Daphne brand was founded by Zhang Wenyi and Chen Xianmin in 1987.
At that time, the Daphne brand also experienced a lot of difficulties.
But I managed to get through it.
However, the brand is on fire, but the founder Zhang Wenyi is floating.
In 2004, he not only forged land transactions to commit fraud, but was also revealed to have been a gangster.
In the end, he was sentenced and went to prison to eat jail food.
Then, one of the founders went in, and only Chen Xianmin was left.
At that time, Chen Xianmin was also too old to have the energy to run a huge company.
So he handed Daphne over to his nephew Chen Yingjie.
At that time, Chen Yingjie was 23 years old and started step by step from the grassroots level.
And in 1999, he took up the position of general manager of Daphne.
Daphne was indeed brilliant in his hands for a long time.
and also made tens of billions of angry profits.
In 2003, Daphne had only a few hundred stores.
In 2012, there were more than 6,000, a direct increase of 9 times.
You can also see Chen Yingjie's strength!
At that time, Chen Yingjie had only been married for a short time.
His wife, Han Yuqin, is the only female apprentice accepted by Zhang Guoli.
and successfully signed a contract with Zhang Guoli's company and became his goddaughter.
In September 2009, Han Yuqin and Ren Xianqi collaborated on a play.
And Zhang Guoli often goes to the crew to visit the class.
will also ask others how Han Yuqin performed in the crew.
And others will always pick up the good ones and praise Han Yuqin.
In particular, Ren Xianqi said that if he didn't marry a wife, he would marry her.
And Zhang Guoli also made a joke casually.
said that Han Yuqin doesn't have a boyfriend yet, so let Ren Xianqi have any good friends to introduce.
But Ren Xianqi really thought of one, that is, his friend Chen Yingjie.
Subsequently, the two met, knew each other, and fell in love with each other.
In 2010, the two got married, when Chen Yingjie was 41 years old and Han Yuqin was 28 years old.
And Chen Yingjie also loves her very much.
And in order to create romance, Han Yuqin did not hesitate to customize diamond-filled high heels for Han Yuqin.
Even, their own brands are full of diamond shoes.
He also said that every girl can enjoy the romance of love.
Therefore, the shoes with a cost price of tens of thousands of yuan, he sold them at a price of 999 yuan.
He lost a lot of money every pair sold, but he still persevered.
Just for the romance!
However, I thought that this kind of high-production, low-priced shoes would be sold out.
But because the shape was too old-fashioned, and women at that time were already pursuing simplicity and versatility.
This was no longer suitable for the style of the market at that time.
Although the staff also proposed for Chen Yingjie, the current market direction.
But Chen Yingjie still focuses on the styling of princess elements.
For example: bows, rhinestones, etc.
Eventually, Daphne slowly lost her way in the market.
By the time I came to my senses, I couldn't keep up with the fashion.
Later, it is no wonder that many netizens said that Daphne's style was outdated.
However, the reason for Daphne's decline is not just because of Chen Yingjie's romance.
Another reason is that he was in 2010, during the transformation period of Daphne.
He made a bad decision.
Three: Just because of someone else's words, Chen Yingjie's investment of 300 million yuan was lost
"We're going to be the Amazon of footwear."
This sentence is what the CEO of the e-commerce platform "Yaodian 100" said.
Doesn't that seem to us to be an empty phrase?
A small platform with no name.
How dare you compete with big platforms like JD.com and Taobao?
But this sentence spoke to Chen Yingjie's heart.
In 2010, when Taobao was in the Double 11 period, the income was very considerable.
It also attracted a number of brands to settle in.
As the "king of shoes", Daphne's team also has this plan.
And made more than a dozen plans, hoping that Chen Yingjie would approve it.
But he fell in love with "Shine Point 100".
Not only rejected the team's proposal.
It also severed its cooperation with JD.com and Taobao.
It can be seen that he is not leaving a little room for himself.
And it is reported that the purpose of the big ticket is big.
After that, he did not hesitate to invest 30 million yuan in this small e-commerce platform.
Even, when the point of the flare is about to die.
He invested another 300 million to save Yaodian.
At that time, he was like a soldier on the battlefield.
It's useless to advise anyone, maybe you don't want to admit defeat.
By that time, he had already mortgaged three properties in Shanghai.
However, in the end, the money on these investments was lost.
The end of the dazzling point is still out of business.
And Daphne missed the best times because of this, resulting in a loss of billions.
When Chen Yingjie wants to return to the Tmall e-commerce market.
It's gone, because Daphne can't keep up with the pace of the market.
And people define it as "the old brand of the mother's generation".
It can be seen that Daphne missed the golden period of transformation.
Although in 2012, Chen Yingjie looked for SHE and Liu Ruoying to endorse.
There was also a big fire.
But in the end, it came to a declining end.
After 2012, sales were not as good as before, and a large number of stores closed every year.
Finally, in 2020, it announced its withdrawal from the retail business in the market.
At present, it is rare to hear about the Daphne brand.
End:
Desperate, relying only on their own ideas, sooner or later they will go to a declining end.
The slogan of the former Daphne brand: "Encourage girls to be brave enough to break the law and not be defined".
Daphne, the "king of shoes", finally fell into such a situation.
It's really emotional.
Therefore, in terms of business policy, it is still necessary to remain sober.
Don't be blinded by romance in love.
And don't go your own way, and don't stop being admonished.
The ending is embarrassing!
【Disclaimer】:
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[Source]:
【The Paper】
Han Yuqin-Baidu Encyclopedia Chen Yingjie-Baidu Encyclopedia Zhang Wenyi-Baidu Encyclopedia
【Sina Finance】
[Bright Point 100] - Baidu Encyclopedia