On Saturday, The Brand Strength Of Women'S Shoes Was Slumped On A Straight Line.

Recently, on Saturday, Limited by Share Ltd (hereinafter referred to as Saturday) announced that

Changes in the environment, its foreign trade business has been affected, according to the needs of the company's operation and management, in order to streamline the organizational structure, improve management efficiency, integrate and optimize the existing resource allocation, and improve the overall operating efficiency of the company, the Dongguan Yaxing Shoes Co., Ltd. (hereinafter referred to as "Dongguan Yaxing") is to be cancelled.

The first loss of women's shoes was 352 million yuan in 2017, and Saturday is not a good day now.

A loss of seven years in a year

As early as the end of April, the 2017 annual performance bulletin amendment notice was released on Saturday. The business income was adjusted to 1 billion 505 million yuan, and net profit from the parent company was substantially revised to 352 million yuan from profit 25 million yuan.

It is worth noting that the total net profit from 2010 to 2016 is only 369 million yuan. In 2017, it was a loss for many years in 2010.

The reason for the loss was pointed out in the annual report on Saturday. Due to the company's impairment of the goodwill, inventory and accounts receivable at the end of the reporting period, a large amount of assets impairment loss was formed.

According to the announcement on Saturday, as its brand D:FUSE (2017) fell sharply for the first time in 2017, reaching 40%, and the market valuation value of the brand was lower than the original acquisition cost. Therefore, the reason for the decline of its reputation was the reason for the decline in its performance. On Saturday, Dong Wei said that due to the impact of the environment, the specific reasons could not be disclosed because of the compliance requirements of information disclosure.

On Saturday, it was listed on 2009. It is the first domestic female footwear enterprise in Shenzhen A shares, once known as "the first shoe of women's shoes".

After landing in the capital market, business revenue has increased year by year, but profits have entered a period of rapid decline since 2012.

The annual report shows that on Saturday, 2009, business revenue reached 880 million yuan, net profit was 112 million yuan, while operating income in 2016 increased to 1 billion 484 million yuan, net profit was only 19 million yuan, the gap was very wide, and 2017 performance was "Waterloo".

Crazy expansion hidden danger

Since its listing, the scale expansion of funds raised on Saturday has brought some growth to the company in the early stage, but in the latter period it has kept inventories increasing, resulting in a decline in performance.

Women's shoes in the past 10 years

In the process of rapid development, many middle and high-end fashion shoes brands have been scramble for traditional retail channels by implementing multi brand strategy and group operation, so as to achieve rapid growth in scale and performance. Saturday is no exception.

Along with shopping malls and shopping malls sink, new channels began to enter two or three line cities on Saturday.

Meanwhile, a multi brand strategy was launched on Saturday, and Sophia, Febe Lear and other brands were set up. In 2011, Saturday began to develop non proprietary business and network sales channels, and the total number of stores reached 1961.

The expansion of low efficiency took place in 2012. On the same year, the number of stores increased by 555 on Saturday, and the total number of stores reached 2351. However, the performance declined sharply, and the net profit was only 55 million 303 thousand and 700 yuan, down nearly half of that in 2011.

But the low performance did not prevent Saturday's crazy shop opening. In 2013, the number of stores reached the peak of 2363, and its inventory increased further, accounting for the first time that the total assets accounted for more than 40%.

In 2014, the stock market rose again by 47.8% on Saturday.

Subsequently, Xing Qing six realized the seriousness of the inventory problem, began to adjust the store structure, reduce self run stores, increase distribution outlets, and overall reduce the scale of stores.

Since 2015, the number of stores has been reduced by 200 every year on Saturday.

In addition, the company has changed sales channels, stationed in shopping centres and vigorously expanded the channels of e-commerce.

The change of thinking does not mean that it will be effective. The stock on Saturday is still growing. The 2016 annual report shows that the stock on Saturday increased again, accounting for 50.61% of the total assets.

The inventory crisis is about to break out.

Brand power declines

Reporters found in the survey, once a thousand yuan.

Now, it is less than 100 yuan to deal with, and the low price dump goods, which is the brand power decline.

According to a press survey, there were four stores on Taobao on Saturday, official flagship stores, STSAT footwear flagship stores, group brand outlets and official outlets stores.

The prices of goods in the first two shops are mostly between 300 yuan and 500 yuan, but the original prices are mostly 1000 yuan shoes, and the prices of the latter two stores are lower, or even hundred yuan.

The sales page found that although the price of the product dropped to 100 yuan, the monthly sales volume was not high.

Low price rejection brings brand power reduction.

Reporters visited various stores found that Saturday's store traffic is good, volume is not high.

Consumers at the store told reporters that although Saturday's products are comfortable, they would prefer to buy a more fashionable brand if they want to buy around 1000 yuan.

Diffs as a high-end shoe brand than Saturday, the brand influence and popularity in the industry is not very high.

Reporters interviewed a number of consumers, and they all said they had not heard of it.

In a letter to the Shenzhen Stock Exchange on Saturday, it was pointed out that the reasons for the 2017 loss were all accounting considerations, not actual operating losses, which had no substantive impact on the company's solvency and operating cash flow in the future.

However, with BELLE's delisting and Daphne's 1000 stores losing its competitors, Saturday's performance has not improved, and its future is not easy.