Women's Shoes Decline In Brand Performance

"Buy now shoes Even if you chase new models, you don't need to buy full price. Miss Wang told reporters recently. It is understood that due to stock reasons, some new shoes have a shorter sales price, and will be sold at a discount soon after the shelves, so as to reduce inventory pressure. Reporters also noted that in fact, since the middle of last year, the women's shoes industry has taken the "stick" campaign. clothing Performance declined. Recently, women's shoe companies including Saturday, 100 degrees and so on announced their year-round results showing negative growth in net profit to varying degrees.

Consumption downturn, rising costs, lower profits

On Saturday, the 2013 earnings bulletin showed that business revenue increased by 19.94% to 188 thousand and 200 yuan, but net profit fell 28.95% compared to the same period last year, with net profit of only 39 million 667 thousand and 900 yuan a year. Reporters check the data found that this is the beginning of 2012 net profit decline since 2012, net profit negative growth for two consecutive years. For the reasons for the decline in performance, Saturday said, mainly including the "macroeconomic impact, the domestic economic slowdown is still in the terminal consumer goods industry continues, consumer confidence is weak, resulting in a weak desire for consumption; in addition, rising raw material prices and increased labor costs lead to the rise of related costs and costs; the main sales channels, department stores sales growth slowed down, shopping malls increased costs; the company increased the intensity of inventory promotion, lower gross margins and then affect net interest rates."

Similar to what happened on Saturday, it also disclosed a profit preview for 2013, which raised the expected decline of the previous announcement. The annual profit attributable to shareholders is expected to decline from last year to about 25% to 28%, rather than 15% to 20% disclosed before the announcement. This is also the first time since 2009, the annual profit attributable to shareholders has declined.

In fact, BELLE international, the largest female shoe retailer in China, is also on the decline. Its 2013 earnings report showed that in 2013, BELLE International's own brand of footwear earned 20 billion 270 million yuan in revenue with an increase of 8.1% over the same period last year, but the income of agency brands declined 9% compared with the same period last year. This is the first negative growth of BELLE's international footwear agency brand for the first time in four years. Its annual reports show that these agency brands include Bata, GEOX, Clarks, Mephisto, BCBG, Merrell and caterpillar.

　 Brands are shrinking.

In fact, after the decline in performance, in order to "stop bleeding", many enterprises will choose to compress. store Scale adjustment pace. According to the latest business data released by Daphne, the same store sales fell 18.1% in the third quarter of 2013, including 17 stores in the third quarter, including 23 direct outlets and 40 franchise stores. Daphne said that the pace of rectifying poorly performing stores will accelerate. At the same time, "management is concentrating on improving sales productivity, internal operation efficiency and cost control, and strengthening management of sales operations and front-line staff training."

Although some brands have not yet announced the number of specific stores, but reporters from the semi annual report, when the number of new stores has been greatly reduced, the middle of the year before last, a net increase of 216 stores in the first half of last year, the number of net shops increased to 29.

BELLE international is also slowing the pace of its opening up. In 2012, for example, the number of its year-round net shops increased to 1820, compared with 1093 last year. BELLE International said that the shop must maintain a sound and reasonable speed, the shop speed is too fast, it is difficult to get effective support in human resources and management resources, resulting in the new shop quality is not high, the original shop will also be affected. "In the next two or three years, the group expects to maintain similar shop opening speed in 2013."

Insiders who declined to be named told reporters that from the second half of last year, many Brand of women's shoes The promotion efforts began to increase. "For example, some autumn and winter holidays will go on sale at low prices before entering the deep winter, and they will be hit 70 percent off on the basis of the original price. Last year, some brands may see the market environment is bad, choose to advance sales promotion, some relatively new models do not start selling soon, and the new 30 percent off, the same old style of the same season will be sold to discount stores.