Daphne Online Growth Is Not Up To Physical Store Decline

Reporters learned from Daphne's fourth quarter 2015 operation and annual profit warning that Daphne closed 805 stores last year, of which four accounted for nearly half of the total number of stores, but this did not improve Daphne's profit decline. Its year-round same store sales growth fell by 18.5%, the lowest in nearly five years.

Reporters learned that

The products are divided into two series: "D28" and "D18".

Women aged 20 to 45 years and 15 to 30 years of age respectively.

In the past 2011~2015 years, the growth rate of Daphne's same store has decreased by 21%, 9%, -10.4%, -3.4% and -18.5% respectively.

It is worth mentioning that, although Daphne entity store

Year after year decline, but 2015 fourth quarter and year-round online sales have increased, and in Tmall's "double eleven" activities, Daphne brand has won the category of women's shoes champion.

However, the proportion of sales of e-commerce business in Daphne group is not high, and its growth can not offset the negative effects brought by the decline in store performance.

According to the announcement issued by Daphne, sales of Daphne continued to deteriorate in the fourth quarter of 2015. Sales of the two core brands of Daphne and shoe cabinet expanded from 20.2% in the three quarter to 20.2% in the three quarter, while 384 in the fourth quarter, and 21 in franchised stores.

In this regard, Daphne said in its announcement that due to the increase in the negative leverage effect in 2015, the operating costs related to inventory sorting, streamlining of staff and shop integration also increased, and significant losses were expected throughout the year.