Baleno Was Sold Off Daphne Set Off Shop Trend

For many of the 85, Baleno and Daphne have been very well aware of the two clothing brands. Baleno, once a very popular brand, has been sold off now, and Daphne has launched a wave of closing stores.

After 85, do you remember the days when you saw the big Jay Chou poster in front of the barbene shop and did not consciously sing "sunshine otaku"? Do you remember the days when JEANSWEST was picking up hundreds of pieces of money saved and discounted with your buddies? Remember the voice of SHE in the goddess of laurel, holding the Daphne shoes with love, do you feel guilty after seeing the price tag? Like your youth, Metersbonwe,

Daphne, these clothing brands with youthful memories are also gone.

In July 21st, Daphne released its two quarter 2016 operation.

In the first half of, Daphne fell into a closed door. It estimated that it closed 400 Direct stores and 50 franchises, and closed 261 stores and 13 franchises in the second quarter alone.

Reporters noted that at present, Daphne has 5147 sales outlets in the mainland (including two brands of Daphne and shoe cabinet).

In 2012, at the peak of Daphne, the number of stores on the mainland reached 6369.

In two years, the number of stores in Daphne has decreased by 1195 over the past 4 years.

In addition to the direct impact of a substantial closing of shops and other factors on the decline in sales, Daphne International's expected profit loss in the first half of the year is due to the heavy rain in mainland China, which indicates that there have been frequent rainstorms and floods in mainland China in the second quarter. Adverse weather has affected the flow of shops, while the sales of over season products have increased and gross margins have declined.

In fact, Daphne, which has been favored by 85 female college students in the past, has not been as well qualified as the brand in the past two years.

Once the streets and alleys, girls want to enter the stores that dare not enter, now become a supermarket outlet, shopping cart women take a glance.

In July 26th, reporters visited Auchan supermarket, which is located in Chaoyang District, Beijing, and saw that the shoe cabinet at the supermarket outlet and Daphne were carrying out promotional activities such as "buy one get one".

In the past 2015, Daphne International's turnover was HK $8 billion 380 million, down 19.1% compared with 2014.

Earnings attributable to shareholders of listed companies also plummeted to HK $-3.79, or 315.2%.

Reporters found that

The problem of cash turnover in international 2015 began to highlight. The average inventory turnover period increased from 194 days in 2014 to 218 days, and the number of cash cycle days increased 103 days to 117 days.

This means that Daphne's shipping speed is getting slower and slower, and it takes 218 days to complete a pair of shoes from production to sale.

Chen Yingjie, chairman of Daphne international, said that the financial performance in 2015 was not good. Besides the economic slowdown in mainland China, there were also weather reasons. Global warming led to prolonged summer, and 2015 winter was extremely warm, which affected the sale of seasonal women's shoes.

Reporters found that after 85 of the University standard, Daphne is the only representative of "declining".

Many of its friends are struggling on the line of life and death.

Metersbonwe: closing 1500 stores in three years

In 2008, the US bond dress listed by the Shenzhen Stock Exchange, together with the spokesman Jay Chou, became the 85 collective memory.

In 2015, the operating income of American bond clothing decreased by 4.92%, to 6 billion 295 million yuan.

Net profit fell sharply from 431 million to 396.57% yuan, the first decline in eight years.

Inventory backlog, capital chain tension and store closing are also the problems faced by Smith Barney.

As early as 2012, the inventory problem of the United States has been highlighted, with inventory up to 36 million 207 thousand and 888 and up to 37 million 610 thousand and 56 in 2015.

As early as 2012, Zhou Chengjian, the head of the US state, criticized the subordinates' "three eggs and one not" on inventory issues, "asshole, bastards and nonsense, and omission."

Under the pressure of inventory, Mei Bang clothing began to turn to Internet marketing. In the three years, 1500 stores were closed, from 5220 in 2012 to 3700 in 2015.

Baleno: 617 stores were closed in 4, and were sold by parent companies.

In June this year, Hongkong de Yongjia group announced the sale of Baleno clothing at HK $250 million.

This fashion brand, which has been in the mainland for more than 30 years and relies on Andy Lau to speak for a time, is finally treated as a burden.

As early as 2005, Baleno has publicly announced that it is seeking to become Asia's largest clothing sales chain.

But with poor luck and lack of competitiveness, the number of Baleno stores in 2015 was 2865, compared with 3482 in 2013, which closed 617.

JEANSWEST: 1012 stores in 4

JEANSWEST belongs to Hong Kong listed companies sunrise group.

According to the annual report, the total sales volume of JEANSWEST in China decreased from HK $3 billion 970 million in 2014 to HK $2 billion 800 million in 2015, with a decline of 29.36%.

At the same time, JEANSWEST had 2249 retail stores in 2015, compared with 2631 in 2014 and 3261 in 2011.

Within 4 years, JEANSWEST closed 1012 stores.

Analysis of the reasons for poor sales, said that the past year's macroeconomic downturn, so that consumer desire for consumption is low; competitors scramble for a substantial reduction in sales promotion, resulting in vicious competition, "franchised sales continued double-digit decline, the franchisee withdrawal situation deteriorated again."