Daphne's marketing

No matter in Shanghai, Beijing, Suzhou and Dongguan, you can see young white-collar workers wearing "Daphne" shoes all over the country. This brand, named after the beautiful goddess in Greek mythology, has won the favor of fashionable women since it was launched in the early 1990s, and its products are popular all over the country, ranking second to none in the footwear industry.

Yong En Group, which founded this brand, has decades of rich professional shoemaking experience in Taiwan Province Province. After the cross-strait opening up in the late 1980s, Yong En began to expand its business in Chinese mainland, and 1990 even entered the mainland domestic market with its own Daphne brand.

Since 2003, the company has expanded in an all-round way by opening 150 specialty stores in Chinese mainland every year. In 2005, Daphne redesigned the store image, which was divided into Daphne D 18 Youth Store and Daphne D28 Classic Store. The brand positioning was more clear and specific. In 2006, Daphne entered the market in Taiwan Province Province and copied the successful experience from the mainland to Taiwan Province Province. In addition, at the beginning of 2003, the group won the cooperation of adidas Classic Series, a world-famous sports brand, in China, and was solely responsible for the retail expansion of the product in Chinese mainland.

What are Daphne's marketing and management secrets?

Strategy of "Surrounding Cities from Rural Areas"

The branch company is responsible for implementing the strategy of the head office and managing the specialty store and its personnel. The work includes: solving the problem of opening new stores, applying for opening stores, and signing up for opening stores; Manage the staff of the branch, achieve the sales target of the branch and implement the promotion activities of the head office.

In terms of logistics, the goods sold by the branch stores are distributed by the head office to the branch companies, and the branch companies then distribute them to the stores. In terms of management, the store manager is responsible for the management of shop assistants, who are responsible for the achievement of store sales targets, the supervision of the store manager and the management of shop assistants.

At the beginning, Yong En Group adopted the wholesale marketing model, but there were many blind spots. 1996 changed from wholesale to self-operated store. By 2002, there were 290 direct stores, 453 specialty stores and more than 50 in Shanghai, which became Daphne's main battlefield. There are more than 0/000 department store counters in major shopping malls, 388 joint sales outlets, and the rest are buyout agents. There are more than 0/000 marketing outlets in Chinese mainland.

According to the statistics of Yong En Group, although the first-tier cities in Chinese mainland have a large population, considerable sales volume, and high relative costs and rents, it is the second-tier provincial capital cities that really make money. Take 200 1 as an example, the fastest growing area of Daphne is the southeast coastal area, which was once regarded as a daunting road. Daphne opened four specialty stores in Shenzhen in one breath, and each store made money. Generally speaking, the performance of Guangdong 200 1 has doubled over the past three years.

Thousands of outlets and sales are spread all over the country, which has also become a bargaining chip for Daphne to cooperate with international brands. Adidas Classic Series took a fancy to this advantage and chose to cooperate with Daphne. In 2002, two adidas classic series stores took the lead in opening on the fifth floor of Shanghai Shiyi Store and the first floor of Ganghui Plaza. Casual and fashionable store style and trend-setting products have attracted the attention of many consumers. Yong En Group is full of confidence in the promotion prospect of Adidas classic series in China, and plans to promote it to all parts of the country during the 2008 Beijing Olympic Games.

The marketing method is multi-pronged

At the same time, direct stores directly face the market, which helps enterprises to obtain the most effective market information and understand the characteristics of consumers' needs. The company also has direct control, which is convenient for operation and management, and can perfectly embody and implement the company's marketing concept.

It can be said that the expansion of the scale of direct chain stores is in the "enclosure", laying a good channel foundation for the future diversification of enterprises. However, direct selling has one of the biggest shortcomings, that is, high expansion speed and too much financial pressure. When the number of chain stores reaches thousands, the management difficulty will be greatly enlarged.

In addition to direct chain stores, franchise stores are another force contributing to the sales of Daphne women's shoes. In 2003, Daphne's sales in China was 800 million RMB, and franchising contributed 30% of the sales.

How about Daphne joining us? Daphne has 16 branches all over the country. Except for the area under the jurisdiction of Shanghai branch, there are no franchised retailers, and other 15 branches have direct chain stores in areas not covered by the network. Daphne women's shoes sold in this area are all Daphne products represented by franchisees. Qianjin forging gold brand

When expanding the domestic market, Yong En's footwear industry participated in exhibitions sponsored by local shopping mall associations in Chinese mainland, and the results were quite good, which can be said to be the best example of adapting to local conditions and doing as the Romans do. Therefore, some insiders in Taiwan Province Province pointed out that when evaluating the mainland exhibition market, it would be good for Chinese businessmen to do it entirely locally. Perhaps it can be said more clearly that the effect of large-scale international exhibitions organized by local associations in Chinese mainland needs to be carefully evaluated. However, if only the exhibition activities organized by local associations are aimed at the mainland domestic market, manufacturers who are willing to explore the domestic market can listen to the opinions of the industry, and sometimes the effect will be better than participating in large international exhibitions.

Yong En Group, together with other famous clothing brands in Chinese mainland, held the "China-US Fashion Model Show" in Shanghai, and famous models in Chinese mainland wore "Daphne" shoes to create a product image. In addition, Yong En also rented the Shanghai Gymnasium to hold "Daphne Night", which was also a joint advertisement with beautiful women. It is extremely rare for Taiwan Province Province to invest such a large amount of advertising funds to sell shoes. The "National Footwear Exhibition" in mainland China is also the focus of promotion. Because it attracts tens of thousands of department stores and wholesale retailers every time, Taiwanese businessmen use the exhibition opportunity to establish their own brand image and launch new products for the next season.

However, despite spending a lot of money on advertising and publicity, Daphne's brand positioning is very clear: to be a brand, not a famous brand. Or position yourself as a mid-range women's shoe, so that more people can afford it and strive to become the favorite of young white-collar women. The organizational structure of Daphne's operation in China is: head office-branch office-specialty store. Among them, the head office formulates Daphne's expansion strategy in China, formulates the company's annual work plan, controls costs and manages branch affairs.

The branch company is responsible for implementing the strategy of the head office and managing the specialty store and its personnel. The work includes: solving the problem of opening a new store, applying for opening a store, and signing a contract to open a store; Manage the staff of the branch, achieve the sales target of the branch and implement the promotion activities of the head office.

The advantage of the store model is that you can control the dominance and price yourself. The distribution system of Yong En Group can make up the shoes sold today within 24 hours, which is quite flexible, which also shows that its logistics management is quite good. In addition, Yong En Group has set up a zero-size shoe processing center in secondary cities to effectively solve the inventory problem and avoid the pressure of excessive inventory on capital turnover. Zero size shoes processing center can clear the warehouse. Because the styles required by secondary cities are not as popular as those in primary cities, size zero shoes are still quite popular in secondary cities, so shoes that are not easy to sell can be moved to secondary cities to sell.

Sales is Daphne's focus. Daphne hired Mr. Lin Zhoumin, the world's top master, to re-plan its ultra-modern storefront; Please ask pop singer Tao to create an advertising song, which will be sung by S.H.E and Rene Liu respectively as the store door song. It is estimated that within ten years, Daphne will open 3,000 stores and counters, and continue to capture the Chinese mainland market with the mode of "countryside surrounding cities". Daphne implements multi-pronged marketing methods, including joint agency, self-operated agency or buyout and specialty store. Take monopoly as an example, it can be divided into direct operation and franchise.

Direct stores directly face the market, which helps enterprises to obtain the most effective market information and understand the characteristics of consumers' needs. The company also has direct control, which is convenient for operation and management, and can perfectly embody and implement the company's marketing concept.

It can be said that the expansion of the scale of direct chain stores is in the "enclosure", which has laid a good foundation for the diversification of enterprises in the future. However, direct selling has one of the biggest shortcomings, that is, high expansion speed and too much financial pressure. When the number of chain stores reaches thousands, the management difficulty will be greatly enlarged.

How about Daphne joining us? Daphne has 16 branches all over the country. Except for the area under the jurisdiction of Shanghai branch, there are no franchised retailers, and other 15 branches have direct chain stores in areas not covered by the network. Daphne women's shoes sold in this area are all Daphne products represented by franchisees.

Daphne divides franchise stores into two categories: one is franchise retailer custody, that is, franchisees meet Daphne's franchise requirements and sign franchise contracts. The management of the store is managed by the regional branch where the store is located, covering brand image and daily operation management, but the recruitment and salary payment of store employees are borne by franchisees.

The other is that franchisees are self-employed, that is, franchisees build their own sales points and take care of themselves. Brand image must be implemented according to the requirements of joining. Operators of self-operated stores generally have good management experience.

In order to control risks, Daphne strictly sets the entry threshold for joining retailers, and requires that a single retail point or specialty store be used as the business place, and a standard store of "Daphne" brand should be opened in strict accordance with Daphne's access planning requirements and store opening standards, and "Daphne" series products can be sold by buyout, and only absolute retail can be carried out, and no wholesale business can be carried out. In terms of funds, retailers must apply for more than 500,000 yuan to open franchise stores, and multi-brand stores require more than 6.5438+0.5 million yuan; In terms of management, franchisees are required to have experience and knowledge in brand monopoly sales management and chain operation.

After Singin' in the Rain exploded, Tao Zhe's appeal in Shanghai remained good, bringing more shocking music and performances. Throughout the concert, Tao Zhe tried his best to show the king's demeanor, dancing passionately with female dancers caused female fans to scream, and Tao Zhe once again conquered the hearts of fans in Shencheng.

Tao Zhe appeared in the backup singer's "The Lord of the Rings: The Return of the King" in a shiny suit. But he didn't hurry to open his voice, but kept pacing back and forth on the stage, just like the king's patrol, I wonder if it was to the point of "The Return of the King". "Shanghai, I'm back!" Then, Tao Zhe finally spoke, and "10: 30 at the airport" immediately sounded, and almost all the infield audience stood in their chairs and swayed with the music. Later, he presented "I can't forget", and now he has changed the lyrics: "I can't forget, old friend, come to Shanghai". During the performance, Tao Zhe kept in close contact with the fans in Shanghai. He said to the audience: "Although it's a little cold today, you make me feel very warm. It's good to be home." Referring to the heavy rain in the concert, he still has a lingering fear: "The last concert was caught in a heavy rain, which made me very enjoyable. Today, I want everyone present to feel the shock of music. Please be prepared! " In the form of a dance suite, he sang several strong songs such as "Ghosts Hate a Dream of Red Mansions", which set off the first climax of the audience.

After the performances of pipa and folk dance, the newly dressed Tao Zhe appeared again, wearing an embroidered green shirt and a black vest. Su San Shuo joined the rap of Shanghai dialect, which made the audience listen very carefree. Whose heart does the moon represent? It was interpreted as a jazz version, and Tao Zhe even imitated the singing of black people, which was refreshing. The rock version of "Little Town Girl" is even more amazing. After a song "I didn't go home today", Tao even teased Shanghai fans, "You all go back to my house tonight!" When singing the song "Black Orange", Tao Zhe said that this song is dedicated to the victims of the tropical storm in Myanmar. He even appealed at the scene that if everyone can give a little love, the losses caused by the disaster can be alleviated. Compared with Daphne Tao Zhe's 123 "We Are All Concerts with Wooden Heads", this performance added a lot of surprises to fans, such as English suites and jokes about singing and dancing, which made everyone feel a different Tao Zhe and let fans enjoy a high-level music feast. The godfather of music once again proved his unshakable position in the music world!

On March 7th, 20 12, the Asian sky group S.H.E gathered in Taipei after a year's absence to shoot a spring and summer image blockbuster of Daphne 20 12. After more experiences in their respective lives and careers, the three men have gained more growth and transformation, which perfectly explains Daphne's brand theme of "We are blooming". Talking about the theme of this season's shooting "We are Blooming", S.H.E also has its own unique understanding. Only after experiencing the ups and downs of life can we accumulate inner strength and bloom more mature beauty.

This shooting is not only the first time for Selina's talented freshmen to return to work after reuniting with S.H.E, but also a new page for Daphne brand. The brand-new Daphne, like the transformed S.H.E, shines with a kind and charming light.

In order to create the meaning of blooming, S.H.E changed into an elegant dress, and with Daphne's spring and summer shoes, it exudes a charming atmosphere like a rose in the morning. Selina, immersed in the happiness of the wedding, wore a white gauze and washed away the shyness of the girl. Her gestures are gentle and generous, and her shallow smile makes people feel warm.

Compared with the past, the shapes of Hebe and Ella have also made a breakthrough: Hebe danced in bright and sexy dresses, interpreting the artistic conception of Daphne's "blooming". Ella put on a feminine little dress and turned into a gentle lady. It was amazing!