2017 Shoes And Clothing Enterprises Killed List Announced: BELLE, Daphne Are In......

The world's clothing shoes and hats online, earlier, a list of 2017 entrepreneurs died in the circle of friends crazy, but that is just the tip of the iceberg! Not just a start-up business, for many well-known enterprises, 2017 also feel sad, or broken arm to save themselves, or sad exit.

The era has changed, and the big shuffle is on the way.

The local shoe list is as follows:

1.

The decline of shoe king

BELLE closed more than 400 stores in 2015, and close to 500 stores in 2016.

In the most frenzied days of opening stores in 2011, BELLE international opened 2~3 stores every day, and now the situation is reversed.

In July 27th, BELLE international formally announced the withdrawal from the Hong Kong stock exchange.

Self analysis: affected by the difficult environment of retail sales, and online competition; blind expansion.

There is a lack of anticipation for the market.

BELLE chief executive Sheng Bai Jiao said he still could not drive a computer, not even WeChat.

External evaluation: the end of "shoe king" is the end of the era centered on department stores.

The success of BELLE flourished in the department store. The failure also stems from the infinite persistence of department stores. When facing the arrival of the electricity supplier, she did not care about it. It was too late to really realize the impact.

2, Daphne: defeat and retreat

In 2015, Daphne closed 805 stores, 2016 of which closed more than 500 stores, and the same store sales growth rate dropped by 11.7%.

In the first half of 2017,

The deficit is about 181 million yuan.

Revenue and net profit continued to decline compared with the same period.

Although Daphne occupies a larger market share, it has nothing to do with profit contribution.

Self analysis: large scale shops are designed to cope with sluggish market conditions and rental pressures.

External evaluation: consumer demand has changed and has more international perspective. Rumours of too many franchisees, capital chain breakage, layoffs, and electric business have been abandoned.

3, Lining: win the battle

From 2012 to 2014, in the three years, it lost 3 billion 100 million yuan, closed nearly 1800 stores, closed 2016 stores, and overall profitability continued to decline.

Self analysis: four problems: cost problem, channel building, rough management, board and management relationship.

External evaluation: 5 years ago, the brand positioning after 90 is a big mistake, retired Lining in 1988 is more after 60, 70 and 80 after the memory and feelings, but this person was abandoned completely.

In addition, the positioning of the high-end line is the Adidas Nike discount which once let consumers abandon Lining and choose the same price.

Thankfully, the adjustment made by Lining has achieved remarkable results in 2017.

Beginning in 2015, Lining will pform from sports equipment provider to "Internet + sports life experience" provider.

Lining, who retired behind the scenes, went back to the stage to open micro-blog, interact, sell Meng, write chicken soup, work hard to improve exposure and integrate himself with young people.

In the year of 2015, when net profit was 14 million yuan, net profit reached 189 million in the first half of 2017 and nearly 44 times.

It is obviously not appropriate to put Lining in this article.

But it can be regarded as a positive teaching material, and the sluggish local shoe and clothing industry can also have the hope of turning over.

Last

Whether giant or start-up companies, whether traditional enterprises or Internet Co, are constantly changing in this era of upheaval. There is a rise and fall. In this era of great upheaval, nothing is immortal, always stick to one set, you can only destroy it!

In the era of upheaval, we can only cope with defeat if we keep changing our minds and studying continuously, or maybe we will have you on the list of the next defeated.

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