Daphne stops joining the contract.

Daphne implementation of new business strategy, the channel strategy focus to direct shop.

Franchisees believe that Daphne's Low-cost promotional campaign is to put pressure on them to stop joining the contract

The company responded that the future http://www.aliyun.com/zixun/aggregation/9764.html "> Development direction to the main channel, the current stage will not accept new joining

The shoe company Daphne recently got into a state of anxiety. Its semi-annual report shows that the company's business decline is needed emergency, not to be renewed and frustrated and angry franchisee to come to the door to claim. Daphne's tail is a bit busy this summer: cleaning up summer inventories with a low discount, while coping with business transitions and market expansion. The transition between Daphne and franchisee is be difficult to end.

Selling shoes at a loss "forced to break the Covenant"

In the Chunxi Chengdu, Daphne and its brand shoe cabinets, at least 4 direct stores. Walking in the bustling crowd, far from the heard Daphne promoter "every pair of 99 yuan, 99 yuan!" "Cries. "This promotion has lasted one weeks. "This is the company that is going to clean up the summer shoe stock," said one of the clerks. ”

For Daphne's direct shop, such a move does not seem to have much impact on performance, they can clean up the inventory soon after the autumn new. But the franchisee is therefore under great pressure. "They are now asking for 99 yuan of shoes, we have a price of 120-150 yuan, it does not clear that we lose money." "A distributor in the provinces in the media interviewed said that Daphne in such a way to let franchisees forced to" two choose one ", either at a loss to sell shoes, or sign a contract to no longer renew.

It is reported that the beginning of last year, Daphne due to the company transformation, no longer and franchisee renewal. All over the franchisee to this expressed dissatisfaction, that "Daphne ' Bridges ', broke the franchisee's survival Road." Recently, many franchisees have joined together to Shanghai, and have written a statement to beg for comments.

Normal expansion of Chengdu Market in transition

In fact, since 1995, after the changes in the senior level of the Daphne brand owner Yong Investment (Group) Co., Ltd., a new business strategy has been introduced to shift the focus of the channel strategy to the direct shop, which now stands at about 83% of the direct shop.

For some franchisee dissatisfaction, Daphne PR director Huangyingjie told reporters, "The future of the company will focus on the development of proprietary channels, the existing franchisee in the contract expires, will be based on their comprehensive assessment of the conditions, and then decide whether to renew." We and the franchisee all acts are based on the previous voluntary agreement between the two parties, there is no breach of commitments. ”

Huangyingjie told reporters that the existing Daphne shop in Chengdu to direct shop mainly, in addition to a small number of franchisees. Reporter learned that this trip to the Shanghai Daphne headquarters to beg the saying of the franchisee, and no Chengdu franchisee. "On the issue of no longer renewal, the Sichuan Market franchisee communication is relatively smooth." He also said that the future development of the Chengdu market is still "in accordance with the plan to continue to expand."

Electric dealer cuts sales strategy frustrated

3 years ago, Daphne began dabbling in E-commerce, trying to get a bigger profit from the electricity business. But Daphne's online sales are not as satisfactory.

According to Daphne's recently released 2012.5 Annual report, the first half of the company's turnover rose 28.9% year-on-year, the gross margin increased by 27.8%. Last year, more than 5,000 of the company's real-store sales amounted to HK $8.57 billion, while E-commerce revenues were less than 5% of total turnover.

Then, that is, the news of the Daphne Electricity company layoffs, the Shanghai headquarters nearly 300 employees were laid off, and another 3 electric business department heads were also laid off. Huangyingjie told reporters, "just staff optimization and post adjustment." He said the move is to enhance the competitiveness of enterprises in order to adapt to future development goals, the process of corporate progress is a normal adjustment. But layoffs are still sparking controversy inside and outside the industry.

"Daphne still has deep confidence in e-commerce business. "Huangyingjie said:" Retail business has always been the core business of the group, and does not matter because of the obstruction of the electricity business to increase the level of input. ”