Red Dragonfly Shoe Industry Listing Behind The Truth Of The Decline Of Footwear Giant Performance

The Red Dragonfly shoe industry, which has been preparing for listing for 6 years, has finally made its fruit. As the Red Dragonfly prospectus shows, the largest use of the fund is marketing channel construction project. The direct measure is "130 new independent stores will be added within two years."

The rise of small and medium sized brands is increasingly being distributed.

It is inevitable that the giant's order, their performance decline, is it wise to choose to go public in such a severe economic situation? We will look at the other listed shoes first.

2015 in the first half of the first half of the year, the performance of women's shoes such as Daphne and Saturday was not satisfactory.

1. the latest retail operation data released by BELLE show that the number of retail outlets in the mainland has decreased by 167.

At the same time, BELLE's core main business footwear business and same store sales fell by 7.8%.

BELLE embarrassed to open a shop from an average of less than 2 days and become a reality less than 2 days after closing a store.

2. the total number of Daphne core brand outlets decreased by 14 to 6388, while the same store sales of core brand businesses decreased by 15.9%.

3., Saturday's operating income decreased by 8.93% compared with the same period last year, and net profit dropped 27.36% compared to the same period last year.

What does this figure mean? Crazy expansion and opening up shop are basically no fun.

So, where are the orders of the shoe giants?

1., the rise of the electricity supplier.

The brand of small and medium-sized footwear industry is rising vigorously with the help of the east wind of the Internet.

This need not be said much. The whole nation knows that this is also the main battlefield for all of us to fight.

2. due to the relocation of a large number of large and medium-sized shoe enterprises, the processing channels for the survival of small and medium-sized shoe factories in China are shrinking and forced to turn into private brands.

Because this base is very large, it diverts many buying people.

I know a lot of shoes business owners, these two years basically registered more than one brand, basically in Taobao, Tmall, Jingdong, new media and other platform sales, sales are pretty good.

Because there is no processing sheet and no private brand, the shoe factory is only a dead end.

Although there are still some small and medium-sized shoe enterprises on the way to processing the list, they are basically struggling, and of course, some of them live more moist. This proportion can be ignored.

3. high imitation channels.

As far as I know, shoe brands and shoe holders of domestic footwear giants are in circulation from thousands to tens of thousands of dollars in high imitation channels.

It also lost a part of the sales volume, and many orders were entered into the physical store. You don't need to say much on the Internet, you know.

Three years ago, I saw someone, but I was just a security guard in a shoe factory. I spent twenty thousand yuan in one year.

Rented a stall, a bicycle, and made a high imitation shoe.

Today, about one million of Mercedes Benz has been bought. It is said that last year's net profit is more than about 3000000, and it operates on a single person.

This shows that the profits of high imitation shoes are quite impressive.

4. trend, shoe industry expansion bonus period has ended, the major brands officially entered the era of shopping and killing.

Whether you are willing to believe the end of the bonus era, this is an objective problem.

I do not want to discuss this with great principles.

The theory of "zero sum game" is simple.

In the past one or twenty years, due to the influx of famous brand processing sheets from abroad, domestic brands are only concentrated in several major brands, and small and medium sized brands are few.

Over the past two years, the shoe orders have been pferred to new Southeast Asian countries. This has triggered the rise of small and medium-sized brands in China.

The order of the rise and fall of small and medium-sized brands is, of course, the order of the shoe giants.

It's odd that you say their performance is not going down.

And this trend is irreversible.

Should the shoe industry of Dongguan be regarded as the leading position of China's footwear industry? But how many famous brands can you count out? Anyway, I can't count it out.

I heard that last year, the footwear industry in Dongguan was going to build a "Dongguan shoe brand Street", but at last it failed to find a few well-known brands.

But it is undeniable that nowadays many small and medium-sized brands have emerged in Dongguan footwear industry.

It just takes time to grow.

And the shoe industry wants to go back to the past, basically impossible.

We must learn to accept the law of the footwear industry under the new normal.

And the chief executive and executive director of BELLE shoe giant Sheng Bai Jiao also pointed out:

The weakening of sales performance of footwear companies is mainly due to structural problems.

At the same time, this year's footwear profits will decline further, and the same store sales will also be worse than last year.