Fast Fashion, Electricity Supplier To Domestic Casual Wear Brand Pressure Led To The Market Edge.

< p > the double-sided attack of e-commerce and international fast fashion brands is pushing the brand of casual clothing, such as Baleno, Smith Barney, Semir and YISHION, which have been highly sought after by 80, to the market edge.

According to the latest earnings report of Baleno's parent company, the number of outlets in the mainland market is as high as 388 at the end of March 2014, accounting for 10% of the total number of stores.

And this has also triggered a discussion about the industry's brand of popular leisure brands.

"Guan Dian Chao is just a microcosm of these" mass casual wear brands "being abandoned by a new generation of consumers.

Yang Dayun, President of UTA Fashion Management Group China, warned: "if these brands still make some irrelevant changes from the perspective of maintaining the original interests and scale, it will be difficult to resist the fate of the 5 to 10 years from the market."

< /p >

< p > < strong > Exit > a href= "http://fz.sjfzxm.com/" > core < /a > business circle < /strong > /p >

< p > the Baleno counters located in Simon sports and leisure city in Tongzhou, Beijing are somewhat cold and cheerless. Three middle-aged people try on the cross slippers in the shop. This is not the core category of Baleno.

In summer, its core category should be the T-shirts and shorts that occupy more than 95% of the store.

However, these colorful basic costumes did not come to close until 9:30.

As a matter of fact, these T-shirts are not expensive. 2 new products with good quality only cost 129.9 yuan.

More than 5 kilometers away from the 5 - kilometer Sun New Life Plaza in the uniqo store, many people are picking clothes in front of the high shelf.

This huge store occupies the most important place in the entrance of the mall, and its business area is more than 3 times the shops of the fashion and leisure brand around it.

A Commissioner of the Development Department of Baleno Beijing branch told the author that Baleno currently has more than 190 stores in Beijing, and the more than 20 new stores opened this year are mostly distributed in Pinggu, Huairou and other suburbs. "Compared with fast fashion brands, its original price advantage is disappearing, and it also faces the impact from the electricity supplier".

< /p >

P, Semir, JEANSWEST and Giordano, which belong to the mass leisure brand, have been driven out of the hearts of young consumers by the international fast fashion brand.

Recently, some media have exposed that the clothing leading enterprise of Guangdong Shaxi Town, Zhongshan, has gone out of the air and the cargo has evaporated, and the Domino dominoes effect is being fermented. Nearly 200 suppliers and OEM enterprises scattered throughout the country are deeply tired of it, and 80% of them are bankrupt.

Compared with the decline of these leisure brands, UNIQLO, ZARA, H&M and so on are expanding and continuously carrying out the layout of the two or three tier cities.

With the continuous development of commercial real estate and the rise of new shopping centers, these fast fashion brands have become the standard of these shopping centers.

< /p >

< p > strong > UNIQLO leads Baleno to beat /strong > /p >

P, Baleno's largest private brand, has seen negative growth for two consecutive years, while orders for its textile business, UNIQLO, are growing.

According to German Yongjia's earnings report, due to the increase in orders from UNIQLO, Germany's management has confidence that the textile business's revenue contribution increased from 6%~7% in 2014 to 8% in 2015.

Unfortunately, even though UNIQLO and Baleno, which belong to two different camps, are intertwined with de Yongjia, it is obvious that de Yongjia did not learn anything useful for Baleno from its own UNIQLO foundry.

Among its brands such as Baleno, life geometry and other retail brands, and the "chief" of the textile manufacturers of UNIQLO, the management of de Yongjia has been inclined to choose the latter in the process of bringing firm profits and rising share prices to the company.

In fact, UNIQLO entered China in the early 2002, because it was positioned as a popular leisure brand based on its successful experience in Japan. It was once shattered by the then Baleno and Giordano. In 2005, it even suffered a continuous loss in Beijing market.

But after more than two years of adjustment, the consumer group repositioned the white collar UNIQLO and killed it again, and expanded in the Chinese market in 2008 and 2009.

Because of the fast fashion brand ZARA and H&M entering the Chinese market, UNIQLO finally got rid of the entanglement of low-end brands such as Baleno.

< /p >

< p > < strong > extensive mode of operation buried under the foreshadowing < /strong > < /p >.

< p > looking at the old brand of leisure, which is fading away today, there is a striking similarity between the "a href=" http://fz.sjfzxm.com/ "brand" /a "positioning or the development track.

Most of its parent companies are companies engaged in the manufacture and trading of fabrics, textiles and clothing. The birth of these brands was concentrated in the 90s of last century, and experienced ten years of large-scale expansion of gold, and reached the peak of Commerce in early twenty-first Century.

However, the common characteristics of these brands, such as the closed management mode brought by extensive management mode, the obsolescence of enterprise structure and the lack of brand building, have laid the foreshadowing of the decline now.

"These brands are most concerned about their own profitability, expansion scale, opening shop to sell clothes as a profitable business, and do not consider the operation and management of their own enterprises. This extensive growth mode is definitely not feasible under the current economic downturn and the changing supply and demand mode."

Yang said.

< /p >