Daphne was exposed to layoffs nationwide

In the Internet age, retail brands have "stress" into the field of E-commerce, but their own channels of internal management and external expansion but let it powerless, many brands began to enter the period of the adjustment of electric business strategy.

Recently, well-known footwear brand Daphne was exposed to layoffs nationwide, including the electric business sector is the hardest hit, three department heads respectively "class".

For the market rumors of Daphne Electric business development is weak, the department may be called off, Daphne Public relations responsible person in the interview, said clearly: "As part of the organizational structure optimization and adjustment plan, the company for some job optimization adjustment, the overall impact of the total number of employees about 0.7%." This ratio is not a layoff, but a staff optimization and job adjustment. ”

Industry for apparel and footwear retail enterprises wading channels have been different views. The number of Taobao 3C industry operations Manager Long in its micro-blog will be blunt: "and Daphne cooperation, feel their electrical business has not had a certain strategic height, the market reaction is slow, the process is complex, and the hundred Li Electric business is not a level." ”

Exchange of senior executives of Electric business department

Some media have quoted Daphne insiders, said that Daphne's electric business department was affected by the job losses, the original electrical business sector commodity director, supply chain supervisor and sales director of the three major heads were also cut.

"From November 2011, after the departure of the general manager of Daphne's original electricity business department, the Electric Business department has been in the situation where no one has the overall responsibility," the insider said.

Talk about the Electric Business Department management exchange transfusion, Daphne said there is a change in personnel. "The three successors were already in place, and the" unattended "situation in the media reports was inaccurate. This position has always been performed by the vice president of other departments. ”

The PR director also disclosed, "about the electric dealer this piece, three months ago the new director has been in place, and soon the electric Business department vice president will be in place, the candidate has been identified." At the same time also continue to introduce suitable for enterprises of the electrical business talent. This business is in an orderly manner, saying that there is no basis for giving up, electricity business is one of our future priorities. ”

Architecture Adjustment says

The path attempt of Daphne's electric business field has typical meaning in the industry.

Daphne International Holdings Limited was established in Hong Kong in 1987, the current business mainly in footwear, apparel research and development and brand management-oriented. It is reported that the company officially began to enter the E-commerce market in 2006, but the Electronic Commerce Co., Ltd. officially established and began to operate independently of the 2009 years. and independent operation so far three years, online sales and offline entity sales of the proportion still disparity.

According to Daphne International (00210. HK) recently released 2012.5 Annual report data showing the first half of the company turnover of 5.08 billion Hong Kong dollars, an increase of 28.9% per cent, while the gross margin of the harvest of 3.083 billion Hong Kong dollar, an increase of 27.8%. Compared to the steady growth of performance, the electric business has been tepid, not much improvement. The company's more than 5,000 stores nationwide last year had a turnover of HK $8.57 billion, while E-commerce revenues were less than 5% of total turnover.

It is such a high investment in low returns, making Daphne's pain determined to "transform the electrical business." And the changes in the electric business strategy has been brewing for a long time, the departure of the relevant electrical business owner has hinted that "Daphne E-commerce development of tepid, group leaders are annoyed, decided to make a major adjustment."

"In our latest financial data, we can see that Daphne's performance does not need to be laid off, but an overall organizational structure optimization and adjustment." It is normal for any enterprise to have moderate personnel changes in the course of development. And the organizational structure optimization is to improve the department's energy efficiency, in order to strengthen the future development of this business. Said the director of public relations.

In this respect, Eric Su Yanyan, a senior analyst with the electrical industry, said retail brand to do its own electric business channels, the problems faced include "a single product, in the brand, quantity and category are not comparable to the ' one-stop ' channel," and Duff NI group to put forward the "multi-category, multi-brand, multi-level, multi-channel" core strategy, To the electric business "go or stay" choice is not the most difficult, then how to balance line next two different sets of logistics distribution and marketing system is the real test.