Daphne Pformation Crisis, Online And Offline Under The Same Heart

In August,

Attracted much attention.

First, from the layoffs storm, the electricity supplier business has been stalled and frustrated; second, the franchisee has joined the three or four line franchisee for a joint complaint.

Electricity supplier business suffered serious setbacks

On the afternoon of August 20th, a network media reported Daphne.

The headquarters was exposed to nearly 300 staff, of which commodity director, supply chain manager and the three chief of the sales manager were cut at the same time, the news came out, the outside world has speculated that Daphne or because of involvement in the investment point of 100 failure, to withdraw from the development of frustrated E-commerce business.

In Daphne

In development, 100 is the most important thing.

In May 2010, Daphne's strategic investment points to 100 yuan and thirty million yuan, accounting for 10%.

The good momentum of Yao point 100 lasted for only a few months and finished all the first round of financing in half a year.

Although Daphne subsequently rejected the request to continue the financing of Yao 100, it did not give up it. Instead, it gave greater support in other areas. For example, the joint launch point 100 launched the Daphne brand's "store pick up" business, and some shoes were dedicated to 100, prohibit the sale of other channels and give the right to 100 points of free election.

More extreme, in order to fully support the end of 1002011, Daphne electric business department has gradually closed Jingdong, Le Tao and good Le buy and other advantages of distribution channels.

Pour most of the resources into the 100 point of glory, so that Daphne electric business has completely lost its way.

Until the final collapse, Yao point 100 still defaulted on some of Daphne's loans.

Thirty million yuan has been hit by a flood, which has been a great blow to Daphne business. Daphne tried to increase its online share by increasing the construction of the official website. However, it is worth noting that the revision of Daphne official website has not yet been completed since April of this year.

Daphne electricity supplier has been unable to curb the declining performance.

Although the performance is gloomy, but for external rumours, Daphne media director Huang Yingzhe said Daphne will not abandon the electricity supplier, and will replan the electricity business after the new electricity supplier supervisor is in place.

Desalination of straight battalion to annoy franchisees

In August 29th, Daphne has been reported by many media that its business in the three or four tier cities has undergone major changes. In order to change the franchise mode, it will terminate cooperation with franchisees by breaking the contract.

The franchisees were unhappy about this and said they would complain to the national industrial and commercial department.

Therefore, Daphne may be sued.

In fact, Daphne is indeed playing down its franchise business.

Daphne 2012 China Daily said that a stable store expansion plan is very important for sustainable development, so it has taken a strategic opening shop plan to focus on developing direct stores.

The company believes that this will not only enhance the long-term development of the brand, but also help the group to respond quickly to market changes.

In the first half of this year, Daphne increased 411 stores and reduced 45 stores.

Garment independent observer Ma Gang said that at present, joining the direct pfer battalion is a development direction of shoes and clothing industry, which can eliminate intermediate links, improve turnover speed and improve operational efficiency.

Compared with franchised stores, the contribution of Direct stores to sales can not be underestimated.

In addition, the three or four line and below cities are far away from the company and the market is small, the management is difficult and the profit is relatively low, so the risk of direct operation is relatively large.

But after the franchisee has opened the market, the company will gain more popularity from the franchisee and enter the stores directly, and it will be easier to operate.

Daphne stripped to join, increase direct battalion, competitiveness will be stronger, is a change in the overall operation mode.

Insiders also said that the reason why Daphne dares to treat franchisees so much is because they are very confident in their retail ability.