Shoe companies Daphne "layoffs"

The shoe Enterprise Daphne International Holdings Limited recently staged a "layoff storm", has internal staff to say, Daphne in Shanghai headquarters to cut off nearly 300 staff, the electric business department three chief executives are unfortunately cut, this move by many industry people interpret as Daphne give up the signal of the electric quotient.

However, Daphne responded yesterday that the layoff was "organizational optimization" required, the country's nearly 40,000 employees to lay off 290 people, accounting for 0.7% of the total number of employees. And the new director of the Electric business department three months ago already in place, in the future or will the electric business Operation strategy Adjustment, but will never give up the business.

According to the evening news, not only is Daphne, other entity retail brand "NET", the business situation is mostly unsatisfactory. Last September, the United States apparel (002269, shares bar) issued a notice, considering the difficult to ensure profitability, the decision to stop the E-commerce business platform state-purchase network operation, the original network purchase platform to take care of the holding shareholders, and this platform has been online less than two years. In addition, last July, the shoe platform-type consumer, which was invested by Belle, bought the online line, despite the steady growth in performance, but the site in addition to selling hundred Li's shoes, the same sales of other footwear brands of goods, rather than is its own brand electric, or more as a channel, the industry insiders said that the site has not yet realized profitability.

"China's online shopping market presents a large platform, the characteristics of high concentration, such as Taobao, Beijing and east, such as several major power channels occupy 70%-80% of the market share." "Eric Su Yanyan, a senior analyst with the electrical business industry, said retail brands to do their own electric business channels are facing several major problems: Single products, in the brand, quantity and category are not comparable to the" one-stop "channel of electricity, logistics, high level of operation is also the entity brand" NET "in the process of encountering problems; It is very difficult to achieve profitability in the short term, because the initial electric power supplier must spend a lot of marketing cost in attracting passenger flow. Su Yanyan said that the current retail brand of independent electric dealers are still in the water test phase, there is no large-scale sales platform.