in Shanghai, Beijing, or in Suzhou, Dongguan, a city around the country, can see the feet of Daphne young women's white-collar workers are. Named after the Greek mythology the goddess of beauty brand, launched since the early 1990s, they won the majority of the women's fashion favored by the national popular products in the industry's leading footwear.
founder of the brand Yong-En Group, in Taiwan have for decades of professional experience in the shoe. 80 In the late opening of cross-strait, en never started in mainland China in order to do business in 1990 to more self-brand Daphne into the mainland domestic market.
since 2003, the company each year in China to open 150 stores the speed of the overall expansion. In 2005, Daphne redesign of the shop's image, will be divided into Daphne Daphne D18 and D28 youth shop classic stores, brand positioning to make more clear and specific, and in 2006 to enter the Taiwan market, the mainland will be the successful experiences of Copy to Taiwan. In addition, the group made in early 2003 with the world famous sports brand adidas classic series in the Chinese region, full responsibility for the product in the Chinese mainland's retail business.
order of magnitude of growth, the implementation of the industry become the leader, Daphne what kind of marketing and management tips?
surrounding the city, Raiders of the Daphne
operating in China for the organization: Head – Branch – store. The head Daphne in the development of the whole of China Development Strategy was drawn up in the company to develop annual work plans, cost control, management services division.
head of the branch responsible for the implementation of the strategy for the store, store management personnel. Work include: addressing the new store opening, open applications, signed a contract shop; branch of personnel management, branch sales targets to reach, the implementation of the Corporation, and other promotional activities.
logistics, branch store of goods sold by the head of logistics distribution to branch offices, logistics and distribution branch of the goods to the store. Management, store sales manager responsible for the management, in charge of store sales targets to reach, store manager supervision, and management staff. Yong-en
in the early group to take the wholesale level marketing model, but there are many blind spots in 1996 from the wholesale Ziying Dian changed, in 2002 to 290 stores, 453 stores, 50 more than in Shanghai, becoming Daphne's main battlefield. Major department store shopping, there are more than 100 special, there are 388 Lianxiao stronghold, to buy out the rest of the agent-based, all-in mainland China there were a total of more than 1,000 marketing positions.
store model has the advantage of the initiative and seize its own prices, Yong-En Group distribution system has been able to sell shoes today, 24 hours to complete, with considerable flexibility and mobility, but also show its logistics management Done a pretty good job. In addition, the Group of ex-yong and in the secondary cities to deal with zero yards shoes, in order to effectively solve the problem of inventory to avoid excess inventory to generate cash flow pressure, zero-code inventory clearance center can be, as the second city of shoes required Style is more popular than the city level, the code zero shoes in the secondary cities are still subject to considerable favor, it's not selling shoes, can be moved to secondary cities to sell. According to the
Yong-En Group of statistics: the mainland Chinese city despite a large population and impressive sales, but the relative costs and rent are very expensive, but the real money is the second provincial capitals. In 2001, for example, Daphne's fastest growing region in the past as a dangerous road south-east along the coast, Daphne breath in Shenzhen opened four stores, each store will make money, a total of Guangdong Province in 2001 Performance than in the past three years, double the growth. Daphne sales
is the center of gravity. Daphne a large amount of money to hire the world's top master Mr. Lin Zhoumin re-planning their ultra-modern store; please write ads pop star Tao song by SHE Rene Liu and singing songs as a shop. Is expected to be 10 years, Daphne's stores, will open a special counter to 3000, continue to be surrounded by urban village model, and gradually took the China market.
thousands of outlets, sales of the provinces all over the country, Daphne has also become a co-operation with the international brand of chips. adidas eyes on the classic series advantage, to choose cooperation with Daphne. In 2002, two classic series adidas store in the city of Shanghai, Bai Yi on the fifth floor of the owner of the store and take the lead on the first floor of Grand Gateway opening of the store's casual style and fashion trend-setting products that cause concern to many consumers. Yong-En Group of adidas classic series in the country to promote confidence in the future to plan for the 2008 Beijing Olympic Games, will be extended to all over the country.
Daphne
a multi-pronged marketing approach to implement a multi-pronged marketing approach, including the distribution joint venture, the self-employed agent or buy and store, and so on. To Monopoly, for example, also divided into two types of licensing and Direct. Direct
chain to reduce the flow of products in the course of the links and raise profits. But also as a display of the image, in particular the flagship store to display the image and the reference is very convincing, effective display of the strength of the company, to provide the image norms.
At the same time, stores directly face the market will help enterprises to obtain the most effective market information to understand the characteristics of consumer demand. The company also has direct control over the user-friendly management, can be the perfect embodiment of the implementation of the company's marketing concept.
It can be said that Direct chain's expansion in the size of the enclosure for future business diversification lay a good foundation for the channels. However, there is a Direct biggest disadvantage, that is, expansion of high speed money to the pressure. When the chain to reach thousands, management will also be difficult to enlarge rapidly. Direct
In addition to the nature of the chain's stores, franchise stores is the nature of women's contribution to the Daphne sales force in the other. Daphne in 2003 in the National 800,000,000 yuan in sales, franchise sales to 30%. Daphne
franchise status? Daphne 16 branch offices throughout the country, with the exception of the Shanghai branch of the concession areas with retailers, the other 15 branches Direct chain store network yet to reach the region, which sold women's shoes are Daphne Franchise business by Daphne agent. Daphne
franchise stores will be divided into two groups: the concession is hosting retailers, which are joined to meet the requirements of Daphne joined the company, signed a contract to join, store by store management of the regions in which they took the branch management To maintain brand image and day-to-day operation and management, but the store staff recruitment, salaries paid by the franchisee to bear.
to join the other which is self-employed business, that is, the franchiser to sell self-point, self-management, brand image must be in accordance with the requirements to join the implementation of the self-store operators generally have good management experience.
to control risk, Daphne on the threshold of access license retailers to set strict, so as to the requirements of a single retail store, or for the market to operate in strict accordance with Daphne's planning requirements for access and open standards, open, Daphne Store brand standards, in order to buy distribution method, Daphne series, and can only be absolutely can not operate retail and wholesale business. In the capital, the creation of an application to join the retail store of funds must be more than 500,000, many stores require more than 150,000; management, the companies have asked to join the exclusive brand management and marketing chain experience, knowledge and so on. He forged
daughter
widespread brand outlets, a multi-pronged marketing strategy behind the Daphne has a brand of the core ideas.
20 the early 1990s, China's consumer brand is not yet great importance, but to do a good job to make a big domestic market, must have their own trademarks, brand line in order to take the mainland and an increasing number of low-priced shoes for a strong competition. As a result, Yong-En Group of cadre of Taiwan through a number of brainstorming, came up with Daphne brand.
the time, very few mainland television advertising shoes, Yong-En Group to enter the mainland China market in the first year of the advertising budget on the provision of 10,000,000 yuan. 100 beautiful, beautiful non-discounted, Daphne is a women's products in China's television advertisements, with television and print media advertising, in-depth regional player in China. Daphne
published in the popular communication Quarterly very special, not only to provide free access to consumers, content to provide up-to-date clothing, shoes, was also planning a variety of themes, mail friends, many young people willing to read The publication.
At the same time, Miss Daphne planning of the General Assembly so that Daphne's shoes Miss Daphne become a model and Miss Daphne arrangements with the well-known movie star picture, Shu Qi was once well-known former spokesman for Daphne to improve Daphne women's sense of identity and visibility.
In addition, the trade fair on their own, in addition invited to visit the shopping center manager in charge of the factory, but also with performance models, at the time the adoption of this approach is still fresh product marketing approach, so the response has been very positive and gradually open the market .
Yong-en in the footwear industry to expand the domestic market, the mainland are participating in local shopping malls sponsored by the Association of exhibitions, very good results, it can be said to be in line with local conditions, the best example of Suisu entry. Therefore, Taiwan has the industry pointed out that the Chinese mainland in the assessment of the exhibition market, is not entirely run by the local poor, perhaps more clearly that the mainland run by the local association of large international exhibitions, the effect of which need careful assessment, However, if only for the local association of the mainland's domestic market run by the exhibition, which is intended to open up the domestic market, manufacturers can listen to the views of the industry, and sometimes results than large-scale international exhibition to participate in more ideal. Yong-en
in combination with other groups on the mainland than the well-known clothing brands, held in Shanghai, China and the United States fashion show model, the mainland by well-known models wearing the Daphne shoes, making the image of the product. In addition, the large-Yong-yan also rented Shanghai is used for Daphne Night , but also for the combination of beauty advertising. In order to sell shoes and betting so much money advertising in Taiwan are extremely rare. China's National Exhibition shoes, also focused on promotion. Due to attract tens of thousands of people every time the department store and wholesale and retail trade, and more Taiwan businessmen to use the opportunity to show the establishment of brand image and launch new products next quarter.
However, despite spending a huge sum in advertising, publicity, Daphne's own brand positioning is very clear: do the brand, not brand names. Still positioning themselves for the women's mid-range, so that more people can afford and strive to become a favorite of young female white-collar workers.