Brand Clothing Ninety Percent Off Discount Flagship Store Becomes Discount Field

Baleno, Giordano, Metersbonwe, Semir, Esprit...

These have been famous after 80's brand name, now has gradually lost light.

People who often stroll along Beijing road will surely find that when they start to start, these flagship flagship stores have become a discount field. Once they have been cloying up for a month, they can not afford a T-shirt of these brands. Now they have dropped to 29 yuan in Chinese cabbage price.

Their performance is also reflected in their predicament. These brands are experiencing negative growth.

"They are borrowed from China.

At the beginning of the rise, it tried to pform, but failed.

With the fast fashion of UNIQLO and H&M entering the domestic market, the possibility that these brands will continue to slide will be greater. The so-called brand names of 2/3 will be eliminated.

A clothing industry insider told reporters.

The famous brand now has 100 yuan and two pieces.

This side offers a discount of up to 90 percent off, and the other side has also launched a summer promotion.

In Beijing Road business circle, Baleno, Giordano, Metersbonwe and other brands, especially T-shirts, have sold cabbage prices.

The reporter saw at Baleno store that a T-shirt costs only 29.9 yuan, and there are many styles and sizes.

There are also 29 yuan T-shirts; Jordan Road can buy 3 POLO shirts at 99 yuan.

Reporters carefully found that these brands even higher prices, a T-shirt is also 40-50 yuan, such as Jordan Road most T-shirts are 95 yuan two pieces.

"The prices of these brands haven't changed much in the past 10 years, or even cheaper."

Miss Huang, a former white-collar of Baleno fans, told reporters.

However, even if the price is cheap, Miss Huang is not willing to pick these brands again. "I used to feel that I had a face in Baleno, but now this brand is cheaper than the small shop, and the chance of hitting a shirt is high, and I dare not wear it."

Reporters noted that at present, the proportion of T-shirts in the above brands is higher, but the customers who are attracted are no longer the original 80 or younger generation. When interviewed by reporters, it was found that many elderly aunts were shopping. "The clothes here are quite cheap, and they are not fashionable in age, so they are quite fond of buying clothes."

An aunt on Jordan Road told reporters.

In fact, in Beijing Road, the business circle has always been a business competition, and most brands like to open flagship stores here.

Reporters learned that Giordano, Metersbonwe, Semir and other brands are also flagship stores here.

However, these stores as brand faces have now become discount venues.

Reporters at Metersbonwe's store saw that the facade of their shop had been divided into two parts. The discount goods were placed in the most conspicuous place at the door. They were categorized into 39 yuan, 69 yuan and 99 yuan respectively, while the other half did not participate in the new products.

However, reporters walked around the circle and found that in the flagship store on Beijing Road, except for a small number of new products on the first floor, Metersbonwe sold almost all the goods, and most of them were around 50 percent off.

In S&K (life geometry) also encountered the same situation, its women's wear new products are only two shelves, stores are selling discounts elsewhere.

The red discount information is also fluttering in the stores of Baleno and Giordano, and sales promoters shout various promotional slogans, and new products are all in the corner.

Giordano's performance in the first half of the year dropped by 46.94%

The situation of stores is often reflected in the earnings report.

According to the latest China Daily, Baleno, Giordano, Semir and other achievements have declined.

Among them, Semir clothing was the worst performing, its operating income fell 16.54%, net profit fell 43.22%, to 2 billion 511 million yuan and 248 million yuan respectively.

Semir apparel said frankly that the decline in performance was due to the slowdown in the macro-economy and slow growth in clothing demand, coupled with the rapid development of international clothing brands and new brands of domestic clothing, resulting in intensified market competition.

On the other hand, the increase in inventory price and the increase of terminal channel cost and labor cost also increase operating costs.

In addition, the "foreign brands" Giordano and Baleno, which once spread all over the river, are also not comfortable in the domestic market.

Giordano's semi annual report shows that although its overall sales growth has increased, the sales volume in mainland China has dropped by 4% to HK $918 million compared with the same period last year, but it has dropped by 6% compared with the same period last year.

Operating profit fell to HK $78 million, a year-on-year drop of 46.94%. It is the worst performing in the three largest areas of Giordano operation.

The 2012 earnings report of Baleno, S&K, I.P.Zone (Interactive Zone) and other brands of the German Yongjia group also showed that business income was HK $13 billion 770 million, an increase of 16% over the same period last year, but net profit of HK $930 million, down 18%.

De Yongjia said that because China's domestic demand slowed down, plus profit margins were affected by some large competitors' price discounts.

Its gross profit margin has fallen by 2.3% to 44.8%.

Reporters noted that the gross profit margin is the lowest level of the German Yongjia group in the past 5 years, and its operating profit also dropped to HK $157 million, the lowest level in 5 years.

In addition, Esprit, once popular, is no longer in sight. It has announced the closure of 80 loss shops recently, of which 15 are located in the Asia Pacific region.

At present, the brand has been closed in the flagship store in Shanghai.

Related data showed that Esprit's parent company's global profitability declined for three consecutive years, and its share price fell more than 90% in 3 years.

Although its performance is still good, its gross profit margin has dropped by 0.88% in the first half of the year.

meanwhile

The high price reached 1 billion 758 million yuan, and the price was 47 million 960 thousand yuan.