Nowadays, Chinese people are very familiar with the two words "brand". Advertising on buses, screens of advertisements in shopping malls, and advertisements on TV can be said that advertising has become a phenomenon that people can see everywhere. The main purpose of advertising is that capitalists are building their own brands in order to continuously deepen customers' impressions of products.
It can be said that for many operators, this era is an era that cannot survive without a brand. Especially for many young people nowadays, what they want to buy is not only quality, but also brand effect. For many people, branded things can not only satisfy their vanity if they are worn out to be more beautiful, but also can make themselves look more upscale. For example, a 50 yuan ordinary jacket and a 500 yuan brand-name jacket, if you have a certain financial ability, people will choose to buy 500 yuan, even if the quality of the two jackets may not be different, and buy His people are not only interested in its quality, but more importantly, the brand logo printed on the clothes. The same thing is that since this is an era of brand proliferation, there are constantly new products on the market, and at the same time, some old brands will lose out because of fierce market competition.
▲ brand effect picture
"this pair of shoes" is over
Speaking of "brand", it is natural to say that all aspects of people's food, clothing, housing and transportation are inseparable from what we are going to talk about today. It is the women's shoe brand that once swept the country- Daphne, as young people born in the 90s know that Daphne stores were once seen everywhere in shopping malls. At that time, it was also a very glorious thing to be able to own a pair of Daphne shoes. At that time, Daphne was very popular with girls all over the country. At the same time, Daphne targets a wide range of female age groups. Whether it is young women or middle-aged women, you can buy your favorite shoes in Daphne’s stores, and Daphne’s sales have reached a peak once, even in one Within a year, Daphne sold 50 million pairs of shoes, and at the same time, as many as 300 million people passed through Daphne. It was also at that time that Daphne became the king of women's shoes in our country.
▲Daphne women's shoes picture
But Daphne’s good prospects did not last for a long time. It didn’t take long for my country’s Internet industry to develop rapidly, which also led to some new consumption methods, such as Talk about e-commerce. The emergence of e-commerce can be said to have brought an unprecedented crisis to offline stores in my country, and Daphne’s offline stores have more than 7,000. All of these offline stores are facing losses for a while, Daphne’s turnover It also began to decline year by year, and even finally reached the point of loss. Daphne, who was once known as the king of women's shoes, had difficulty regaining the beauty of the time.
▲The market value of Daphne's offline stores
plummeted by 9%, and more than 4,000 stores were closed
According to relevant data, Daphne's loss had reached 379 million as early as 2015 As much as Hong Kong dollars, until 2019, Daphne’s stock price has fallen by 0.15 Hong Kong dollars, and its market value has dropped by 99%. In just a few years, Daphne has fallen ruthlessly from the women’s shoe world. The stores that once covered the country with boundless beauty have closed more than half of them at once. From the peak of more than 7,000 at the beginning, more than 4,000 were closed all at once. Now Daphne can no longer find the honor of the year. However, is the decline behind Daphne just because of the impact of e-commerce?
▲Daphne store image
"The king of women's shoes" Daphne's decline
Actually, Daphne's decline was due to its failure to detect market direction changes in a timely manner. There is also another part of the reason for the development of residential e-commerce and the decline of Daphne. The main consumer group that Daphne itself faces is women, and its main advantage is its excellent quality. Although there were many competitors at the time, Daphne still relied on its own strength to ascend the throne of the "king of women's shoes".However, Daphne made a fatal mistake in choosing the location of the store. It obviously took the high-end route, while most of Daphne's offline stores were opened in old streets with a lot of traffic, and even many second-tier stores with low consumption levels. Daphne stores can be seen in third-tier cities, and the consumption levels of these people are actually generalized, and over time they have been replaced by other women's shoe brands in shopping malls.
▲Daphne online store price map
Later, the founder of Daphne realized this problem and realized that it was a mistake to expand the store without a clue at that time, so he started crazy Closed offline stores. In fact, as early as 2006, Daphne had opened an e-commerce channel, but Daphne did not make good use of the advantages of this channel for development. Instead, it invested 300 million yuan in offline store expansion, and waited until they realized it. When online is a good place to sell goods, resources and popularity have long been snatched away by other brands, even if Daphne later madly layoffs in order to recover the loss, it will not help.
▲Daphne network publicity map
Conclusion
Daphne's big ups and downs also bring enlightenment to more developing companies. If the company cannot follow the trend of the times and make corresponding Change and transformation will eventually be eliminated by the times, and then slowly forgotten by everyone.
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