Daphne Striving For A Bright Future In The Field Of Electricity Supplier

Daphne is one of the first traditional brands in the field of electricity supplier, but its way of testing water business is rather calm.

In 2006, Daphne tried out e-commerce through outsourcing.

Until 2009, Daphne began to set up a self operated electronic business company, "love to carry", really in the electricity business.

Daphne, which built its own e-commerce team, divided the electricity supplier strategy into two parts: one is the female platform strategy.

As a new business, this project focuses on the creation of women's community; the other is the marketing of footwear, with the help of Daphne's brand advantage for full network marketing, and for online market development network dedicated contributions.

However, Daphne's good idea in the field of electricity business has been stranded in the 100 investment.

In May 2010, Daphne and B2C platform reached a strategic cooperation of 100, 30 million of capital injection.

Within six months, 100 of Daphne's first round of investment was burned, and Daphne further gave support to resources.

By the end of 2011, Daphne electric business department even closed Jingdong, Le Tao and ho Le buy and other advantages of distribution channels, and turned to support 100.

According to the source, "when Daphne has no money to buy goods, it will sell the goods first to 100."

No use of Taiwan

The usual maturity mode, 100, is very high in the mainland, which is based on the combination of platform self marketing and consignment, but the supply of shoes and clothing is extremely limited.

In addition, Yao point 100 basically used investment in advertising resources, but in logistics and customer service construction, there was little action, warehouse outsourcing outsourced delivery confusion, customer shopping experience low degree of business, main business confusion, market positioning vague, low price strategy unable to continue, unable to make ends meet.

In less than two years, 100 of glitter burned 3 hundred million of investors and about 30000000 of net assets.

In July 30, 2012, Yao point 100 disrupted the operation of the website while Daphne

The attempt was also hard hit and lost for a while.

In April 2012, Daphne will outsource Tmall, which has the largest share of sales.

Since then, Daphne has slashing 300 people at headquarters in Shanghai, and 3 other electricity suppliers have been laid off.

The focus shifted to direct stores.

According to Sina's financial point of view, e-commerce needs to solve three basic pain points: cheap, convenient and authentic.

For Daphne, authentic products can be guaranteed, but convenience and cheapest are no advantages.

On the price, Daphne's main price is 200-300 yuan, which is also the key point of competition for many non brand products in many Taobao shoe stores. On the convenient side, Daphne has more than 6000 stores in the peak period, which basically meets the requirements of shopping convenience. Daphne's advantage in the electricity supplier is not obvious.

For Daphne, retail business has always been the core business of the group.

In March 2013, Chen Baofen, the head of Daphne's new electricity supplier, said, "Daphne will reshape the electricity supplier."

Three years later, in 2016, Daphne remained flat in its business.

In May 2012, Daphne's CRM system had accumulated more than 5 million 500 thousand members. CRM tried to link up online and offline integrals to cultivate consumers' stickiness and eliminate the gap between Daphne's e-commerce providers.

But the follow-up effort of CRM system on Daphne's e-commerce business seems to be unsatisfactory.

Daphne said in its 2015 annual report that the group will continue to invest more resources to expand its business, upgrade its exposure to major online shopping platforms, and expand its sales network to new online shopping platforms.

Through the O2O program, we can achieve synergy between offline sales and offline sales.

The cold winter of Daphne seems to have arrived.

And the future Daphne online business and the traditional offline sales will be how to force the ratio to regain profits, Daphne has not yet made a clear answer.

There is still much uncertainty as to whether Daphne can make full use of the electricity supplier.