Shoe Brand Daphne 2011 Will Continue To Implement Economies Of Scale.

2011, for many shoe companies, it is a special and crucial year.

Hong Kong listed companies Daphne is a Taiwanese capital company.

Zhang Wenyi, chairman of the former legislature and chairman of Shun Da Yu, runs Mitutoyo shoes, a family business, to digest surplus stock. In 1990, she took the name of Daphne DAPHNE and created her own brand in the mainland.

Zhang Wenyi is Chen Yingjie's uncle of Daphne chairman. After graduating from central China World Trade Center, Chen Yingjie was forced to give up his favorite music and enter Daphne's service.

Others tune in three months. He is deliberately trained by his elders, and the operator is more than a year old.

Face danger and become a successor

In 1999, Chen Yingjie, who entered Daphne for seven years and was only 30 years old, had an important turning point in his life.

He will always remember, on the night of June 15th, he was waken up by the chairman of the group, Zhang Wenyi, and asked, "how about being the general manager of the domestic sales department?"

It turned out that Daphne was in a crisis at that time. The shop was old and old, and it was always on sale. Employees saw that the company had no future and had a high turnover rate.

Face the danger and change shop

Chen Yingjie repositioned Daphne from the original low price brand to the middle price line.

Adjusting the brand pattern, the light and decoration in the shop were very bright. At that time, the Daphne in the eyes of the mainland was very "fashionable" and had a sense of popularity.

Chen Yingjie said that Daphne currently produces more than 30 million pairs of women's shoes in the mainland, with more than 5000 retail outlets (direct, franchising and counters), and a net increase of 1500 this year. The mainland will have a balanced layout from one to six cities.

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In order to strengthen its own brand, Daphne's second brand shoebox (shoe cabinet) also signed with Disney, Shanghai, and became an authorized provider of DTR, a consumer product footwear product in mainland China.

The shoe cabinet is on sale in the 500 cities across the mainland, and is now on sale from the Disney princess series, the toy story series and the car racing general series children's shoes.

Under the growth of two digit revenue per year, the legal person estimates that Daphne's revenue in 2010 is expected to challenge HK $7 billion (about NT $26 billion 300 million). Chen Yingjie is also preparing to start regionalization this year after the mainland's women's shoe market.

He said that this year will begin to internationalize regional development, and Southeast Asian and Northeast Asian markets go hand in hand.

Singapore has already begun to take the star country as the beachhead of the Southeast Asian market and then make exploratory development in Malaysia and Indonesia.

As for the Japanese market, Chen Yingjie said that Japan's consumption power is no problem, focusing on the "brand strategy".

Daphne has opened nearly ten stores in various outlets in Japan, and is conducting a pilot study on the channel.

In view of the fact that a single brand can not rely on its own strength to make a breakthrough in Japan, Chen Yingjie revealed that AEON, the world's top 500 well-known retail and financial services group, has moved to Japan's Daphne shoes market to express its intention to invest in Japan.

2011 will pay 6 billion 800 million rent.

In recent years, Daphne has opened more than 1000 stores in mainland China, with an average of 200 stores a year. It is expected to increase by 1500 stores this year. The rent to mainland landlords in 2011 will be more than 1 billion 500 million yuan (about NT $6 billion 800 million). The rising rental cost will make Daphne chairman Chen Yingjie laugh at himself as a "tenant farmer".

At the beginning of the new year, Chen Yingjie fell into the stage of war between heaven and man.

In order to achieve the goal of scale economy and toward "10000" stores, shops have become daily homework.

Daphne stores usually rent for about three years, and the same more than 100 square meters (about 30~60 Ping) store, the cheapest rent of the year is not more than 100 thousand yuan, which is very profitable; the most expensive one is about 9000000, which is located on the Beijing road in downtown Guangzhou.

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"The Guangzhou Sales Department asked me if I rent it or not. I thought about it for a long time, whether to rent it or not, and watched many competitors there, having a bite, and I said," let's go on. "

Chen Yingjie said that the landlord has a government background, not only Guangzhou Beijing road's shop is his, including Daphne's many shops in Shantou, are also landlords, it is necessary to maintain good relations.

The rent of Daphne in 2011 was more than 1 billion 500 million yuan, with an average of 300 thousand per household (about NT $1 million 350 thousand).

Chen Yingjie said, as chairman of the board, he specializes in seeing unusual stores, and his subordinates dare not decide on the case. They are all worried by him.

In recent years, the rent of the mainland has risen sharply, which has eroded a lot of Daphne's profits.

Chen Yingjie said that the mainland usually has three years' rent, but there are also good landlords who do not raise their rent. Usually, the landlords are overseas. They are simply chartered, who do not know the market and do not rent.

With the increase in rents, this year's case is that it has risen from about 700000 to about 200000 in three years ago. "Three years of time have increased three times the rent. I am really caught up in the battle of heaven and man."

After calculating the rent to account for the profit ratio, he decided to continue to rent because he was still around the national average, plus the shop also made money. Then he still thought, "it's weird that he made too much money before, he used to be stupid, or the rent is reasonable now".