Daphne Integrates Its Brand To Expand Rapidly

In many shoe brands, like Daphne, there are not many modes to insist on going direct. Wang Ren, deputy manager of Daphne International Holdings Ltd development and management department, told Sina Locke, Daphne owns 4 brands of Daphne, love, Amanda and shoe cabinet. There are more than 4000 stores in the whole country, more than 20 provinces and municipalities directly under the central government, far from Xinjiang, Tibet and Inner Mongolia, and there are Daphne stores in small towns.

In order to ensure satisfactory quality and service to consumers, Daphne always adheres to the direct access channel.

They believe that relatively speaking, the way of franchising is facing many changing factors, which are not well controlled. Direct stores are easier to manage. Enterprises can check the operation of all channels, and will not affect the operation of enterprises because of the changes of franchisees.

Once there are individual shops running poorly, the company headquarters can mobilize all forces to help them overcome their business difficulties.

In the mode of opening stores, Daphne has close cooperation with supermarkets, hypermarkets and department stores, and has better running in degree and flexibility.

At present, there are Daphne counters in Carrefour, Tesco, big RFA and other large stores. The main way of cooperation is rent payment.

In cooperation with department stores, Daphne is in line with the fixed mode of department stores, and directly buckle.

Daphne Wang said that in the next 3-5 years, Daphne should double the number of existing stores and open to 8000 stores.

But Mr. Wang also said that this is an ideal figure. The plan of opening a shop will continue to adjust as the company's business situation changes.

A rule of 18 and 28 circulated inside Daphne is their interpretation of the hierarchical positioning of Daphne products and brands.

The so-called "18" is aimed at young girls launched products, the so-called "28", is aimed at the launch of fashion products.

Last year, Daphne acquired love and Amanda to make the brand more hierarchical and price band open, so that Daphne's products can meet consumers of different ages and different levels of consumption.

Mr. Wang said that at present, Daphne's "28" products sell better and expand faster in the first tier cities.

According to him, love is a business in Taiwan. At present, there are hundreds of shops in mainland China, and the middle and high end routes are in the middle. The brand of love is still being integrated.

Once integration is completed, there will be rapid expansion needs.

Through this exhibition, Daphne hopes to let more people understand Daphne's brand trend, maintain better communication and cooperation with franchisees and department stores, open more stores and achieve faster expansion.