Do Shoe Brands Actively Reverse The Declining Trend?

Compared with the gradual decline of "former shoe king" Daphne, struggling Saturday seemed a little better.

A few days ago, Limited by Share Ltd (Limited by Share Ltd) (Saturday: Stock Code: 002291) issued a 2018 annual performance bulletin, operating income and net profit have increased.

According to the financial data, on Saturday, in the 12 months ended December 31, 2018, business revenue reached 1 billion 532 million yuan, up 1.87% over the previous year, and the total profit amounted to 27 million 706 thousand and 800 yuan, an increase of 108.54% over the previous year. Net profit attributable to shareholders of listed companies reached 14 million 59 thousand and 300 yuan, up 103.99% over the previous year.

For the growth of performance, on Saturday, the company said that the company focused on the strategic development goal of "creating a fashionable IP ecosystem", and actively promoted pformation and upgrading, and achieved certain improvement in operating performance. Net profit was realized in 2017.

The company adjusts the channel structure, and the brand collection store "SATURDAYMODE" is in good condition. Beijing fashion Fex Information Technology Co., Ltd. and Beijing Shixin Information Technology Co., Ltd. are in line with the expected performance and play a positive role in the company's business performance.

Last Saturday, June, in the deteriorating environment of performance and situation, the company turned to new retail business and began to divest footwear business.

At least, at present, some achievements have been achieved. At least, the performance has reached the state of growth.

On March 5th this year, the acquisition of Hangzhou's 88.57% stake in Network Inc was completed on Saturday. The paction price is 1 billion 800 million yuan, and further attacks on new retail and media.

In fact, this is not the first time for the media to make the first effort on Saturday. As early as two years ago Saturday, the "Beijing olive Star Information Technology Co., Ltd." subsidiary was set up to further promote the construction of the fashion IP incubator platform and build a fashionable IP ecosystem.

But this long push has not been successful in Saturday.

In the changeable consumer market, the importance of pformation was realized earlier on Saturday, and diversified roads were built to weaken the business of shoe owners.

On Saturday, July 17, 2018, the strategic cooperation framework agreement was signed with China's underwear giant Hui Jie shares. It intends to carry out deep integration and diversify cooperation in channels, brands and customer resources.

However, this cooperation was terminated on Saturday evening of February 14th.

According to the performance, Saturday's development is much better than that of Daphne, but at least Saturday achieved a turnaround, but Daphne seems to be getting deeper and deeper in the mire of performance.

In 2018, Daphne's operating income declined by 20.8% to HK $41.27, and shareholders should account for a loss of HK $994 million and a net close of 1016 sales points in 2018.

This is Daphne's fourth year of loss.

Daphne, known as "China shoe king", was squeezed out of the altar under fierce competition.

The shoe industry, which is built up by foreign trade, has been looking for a way to return to glory after being abandoned by the market, but it seems a little difficult.

In 2017, Daphne implemented a large-scale "head changing face". From the launch of the new logo as "DAPHNE", the physical store changed the original pink color to "black, white and gray", which is more suitable for the current aesthetic standards of consumers.

In addition, Daphne has expanded its products, adding sports shoes and board shoes to attract young consumers.

Daphne, whose slow start and slow response, did not seem to have gained much more success in the market. From its performance, Daphne saw a total loss of HK $2 billion 926 million from 2018 to 2018, and its market value shrank by over 90%.

Compared with another "public shoe king" BELLE international pformation effect is more significant.

In the afternoon of July 27, 2017, BELLE international bid farewell to the Hong Kong Stock Exchange and privatization. With this news release, many people sighed with regret that "one generation of shoe king has come to the end," but now people no longer have such a sigh.

In the two years of privatization, BELLE international obviously felt relaxed, but it did not collapse, instead, it showed a positive pformation.

BELLE international is exploring digitalization and intelligentization, focusing on the field of new consumption and new retail, pforming to the direction of "+ Internet", putting RFID chips into shoes, using technology to capture the data of consumers watching and trying to wear under the line, so as to understand the needs of consumers and feedback design changes in time.

BELLE international controls the production and development of the whole industry chain through the use of data.

In addition, under the basis of many sports brands, BELLE international will split its sports business and go to Hong Kong to carry out IPO, emphasizing the sports market prospects at that time, and greatly improving sales performance.

From BELLE to Daphne to Saturday, the brand of shoes and clothing made in China seems to be on the brink of extinction, and it also reflects the plight of the shoe industry.

Even Lies Dan, a Hong Kong shoe brand lesaunda, is also unable to escape the plight of declining performance, while the domestic shoe giant nine Xing Holdings has also made a decision to divestiture footwear business.

In the new era of consumer market, even once the shoe brand of the once fashionable shoe can not reverse the declining trend of performance, Daphne's younger age, digitalization of BELLE international, and new market on Saturday are the beginning of seeking change.

Nowadays, consumers have put forward higher and new demands for consumption, and demand more trend.

So fashion is young and convenient. There is no limit to shoe fashion. Brand names need to constantly innovate and dig deeper into consumers and return to the product itself.