Daphne Brand Is Keen On Celebrity Endorsement.

Reporters opened Daphne Tmall flagship store, found that the overall website page design brilliant atmosphere, the biggest bright spot is that many celebrities are making endorsements for it, the lineup is luxury.

On his website, Nicholas Tse became a creative director, while Gianna Jun, Liu Shishi, Guo Xuefu and Gao Yuanyuan represented him.

According to Daphne International Holdings's first quarter 2015 earnings report, the same store sales of the core group fell by 15.9% on a year-on-year basis, while its retail turnover was a double-digit year-on-year decline.

In terms of sales performance, the financial report pointed out that the following two reasons led to the following: erratic weather is not conducive to the sale of seasonal goods and regional competition in the popular market is still fierce, but the group decided to maintain its original new discount strategy when the new product just came into the market.

Daphne also said that although the decline in the same store sales in the first two months was a high number of units, sales in March were even weaker, thus dragging down the overall performance in the first quarter.

In the meantime

Trying to stimulate sales through other ways, in order to further divide the market, Daphne adjusted its product mix in spring and summer this year, and divided it into 7 product lines to attract more extensive products.

And enhance differences with competitors.

For example, by inviting Liu Shishi, a well-known young actor, to endorse "metropolitan fashion", one of the main products, and build up a more distinctive brand image by increasing the links between the product series and its spokesmen.

Compared with others

Daphne has been keen on the star effect. From the previous Richie Ren, SHE, Rene Liu, and now to Nicholas Tse, Gianna Jun and other stars, it is easy to find that Daphne has always been the first line star.

In 2014, Gianna Jun attracted many female fans in China with the TV drama "you from the stars". At that time, popularity reached its peak. In the same year, Daphne invited her to work with Nicholas Tse to launch the latest commercials.

In 2015, Daphne successfully invited the goddess Liu Shishi to endorse it. In July 22nd, he created the Daphne super brand day on the Tmall platform, and launched the "goddess in person surprise delivery" activity: on the Daphne Tmall platform and the mobile Taobao platform, each of the lucky consumers who bought the product on the day of the selection of an activity day received the opportunity to face Liu Shishi's shoes with the goddess.

From above, it is easy to see that Daphne has always regarded star endorsement as a big weapon in the business battle of enterprises, trying to win a wider market for them by star endorsement, and thus defeats its competitors.