Casual Wear Baleno &Nbsp; Mediocrity Behind Branched Brand Diversification

2012/3/26 14:24:00 24

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Baleno Casual Wear Brand Is Mediocre

Speaking of

Leisure clothes

The way of brand development

Baleno

This old brand must be introduced. The "Baleno" brand has a history of 1981 years, and it has a history of 30 years.

In recent years, with the domestic

Sportswear

With the increase of brand, the brand name of Baleno is not loud now. In the first tier cities such as North, Guangzhou and Shenzhen, Baleno has a large number of stores, not as dense as the small cities. This is also one of the mediocre performances of Baleno brand. It is more competitive in the cities with higher consumption level, but competition can only retreat to the second line, and occupying the market of the two or three tier cities is also one of the development strategies of many domestic casual wear brands.

In the past ten or more years in the development of Baleno in Guangzhou, the most brilliant period seems to be the ten years in the 96 years of -2005.

Stores continue to open, sales are rising steadily, and these more than 10 years are also the golden period for the development of domestic casual wear brands. For example, Lining, Smith Barney, Tonlion and JEANSWEST are all the casual wear brands that have grown up in the same period. The target groups are different, and the styles of products are different. But with the entry of international brands, the domestic casual wear brands also seem to have lost their original scenery, fewer and fewer patronage stores, and sales have begun to decline.

Secondly, another reason for Baleno's mediocrity is that the company has more branches.

At present, Baleno clothing company has launched more than 10 brands, including six famous brands, including Baleno, life geometry (S&K) and interactive zone (I).

ZONE), BAMBINI, Baleno Attitude, Ebase and Y PAY MORE. As a whole, Baleno has not stopped the launch of its new brand in the domestic market, and maybe there will be more new brands coming out.

Although these brands are aimed at different people, the homogenization of products is inevitable, and the market will be smaller if they compete with their own products.

Again, propaganda and marketing is not enough. In this era of rapid development of information, there is not enough marketing idea. It will soon be replaced by other brands. Especially in recent years, casual wear brands have sprung up like mushrooms. It is hard for consumers who are full of implementation to remember only one brand.

Since 2011, Baleno's spokesperson is Huang Xiaoming. Compared with former spokesperson Andy Lau, Huang Xiaoming is more suitable for casual dress endorsement, young and energetic, which is also one of Baleno's big moves in recent years. Hope that the development will let Baleno jump out of the phrase "mediocre"!