Daphne Goes To "Alliance", Annoying Franchisees, Selling Goods At Low Prices.

September 17th, recently, the brand of women's shoes Daphne caught in the "going to join" storm.

In September 16th, reporters interviewed learned that the 10 existing Daphne in Nanchang

Are facing the embarrassing situation of being kicked out.

It is understood that Daphne has franchised stores and outlets in Nanchang.

Unlike the direct store, the franchisee's contract is valid for three years, and it needs to pay 20 thousand gold and another 5000 yuan deposit.

"The contract has clearly stipulated that both parties can agree to terminate the contract."

A franchisee in Jinxian County said: "it is hard for us to accept that Daphne unilaterally announced the termination of its contract with franchisees to promote direct development."

At the end of August this year, Daphne launched a "99 yuan" special event in its direct store, which is in the eyes of franchisees, "the two treatment of the same brand".

"The same type of shoes, the franchise price is 119.50 yuan, plus freight, labor costs, store rents, etc., a pair of shoes cost more than 140 yuan, the outlets only sell 99 yuan, so how can the franchisee sell?" a Nanchang County franchisee reluctantly told reporters that Daphne headquarters informed that the agreement to expire in 2012 is no longer renewed, it is equal to kick out the franchisee.

There are 3 Daphne stores in Shengli Road in Nanchang. There are still 4 Daphne stores outside Zhongshan Road's Daphne special store.

At a franchised store near Zhongshan Road's department store, the reporter saw that the shop launched "genuine Daphne to buy second pairs of 1 yuan!" the store is more than 79 yuan, 69 yuan, 59 yuan and other ultra low price shoes.

Relevant personnel in the store said that once the contract was terminating, the shop signs would be dismantled, and the stock shoes could not be sold.

"According to Daphne's" buyout operation ", the company will not be responsible if the goods are delivered to the franchisee. The investment is so large that there is still a part of the backlog of goods in hand. What shall we do if we do not sell?

In order to express their dissatisfaction, the franchisee decided to leave the after-sale problem to headquarters, and stood a card on the cashier: "no warranty!" a Daphne shop in a Nanchang concept store launched 60 yuan to buy two pairs.

Activities also posted "no warranty".

It is understood that in order to expand the scale of the market, Daphne has recruited a large number of franchisees in the two or three tier cities. Currently, there are 4958 Direct stores and 1010 franchises in China.

What dissatisfaction with the franchisees this time is that they think Daphne is using all kinds of means to force the franchisee to terminate the contract voluntarily.

The stores that did not expire, though they did not receive the notice of cancelling the contract for the time being, were worried that the time and price of new products would be different because of the difference between Direct stores and franchised stores.

However, most of the Daphne shoe stores in Nanchang are direct stores, and there is no "no three pack" or clearance price of cabbage.

When asked whether Daphne's "franchising" behavior has an impact on Direct stores, many direct outlets in Nanchang are responsible for avoiding it.

At present, in order to speed up the pfer to join the direct camp, Daphne has launched a "killer trick" to franchisees: on the one hand, shortening the contract period and the pitional period, Daphne gives franchisees a "pitional period" and will not renew their contracts after the expiration of one year; on the other hand, it will compress the profit margins of franchisees and organize the "99 yuan" campaign that is in full swing. While breaking the bottleneck of sales, it will also exert pressure on franchisees. Third, it is the exclusive product line of Direct stores.

Daphne headquarters intends to narrow the scope of franchisee sales, forcing the franchisee out.

The reporter telephoned Shanghai.

The head office, the staff member, said Daphne cancelled its nationwide franchise in September last year, and the franchisees who are still in the contract will have new policies to link up after the contract expire.