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Baleno Closed Shop 465 Ambiguous Position Leads To Unbearable Ending

2014/7/2 21:10:00 32

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Baleno Close Shop 465 Ambiguous Position Ending

recently, the a href= "http://fz.sjfzxm.com/" > Baleno < /a > (expanded site selection) parent company, Germany Yongjia Group Co., Ltd. issued a financial report. As at the end of March 2014, the total revenue of the group decreased by 12.4% to HK $9 billion 860 million, a decrease of 12.37% compared with the same period last year, a net profit of HK $668 million, a decrease of about 9% compared with the same period last year, and the closure of Baleno and other sub brands in mainland China to 388. 
 in fact, in the years from the end of 1990s to the beginning of twenty-first Century, it was the best time for Baleno. At the time when the domestic brand competition was not yet complete, Baleno was standing in the first tier cities, and the stores were located in the central location of all the major cities in the country. 
 but with the strong invasion of foreign fast fashion brands, Baleno gradually declined. According to the German Yongjia financial report data, as of the end of March 2014, the German stock inventory amounted to HK $1 billion 898 million, high inventory has become a major shackle of Baleno's development. 
 high inventory reflects the slow speed of its new products and vague positioning. It has become a problem that the local casual clothing giant has to face. Baleno is sandwiched between fashion and fast fading. Now, in a second tier city, Baleno is basically a big commodity, and consumers can't feel satisfied. In the three or four tier cities, the clothing market is monopolized by low-end brands, and it is also difficult to survive. 
 388 customs stores in the mainland 
 strong > this is the most frequent year in Baleno's history. .
 according to the data of German wing gat, as of the end of March 2014, the number of Baleno and other sub brands in mainland China has reached 388, and the number of stores has decreased from 3820 to 3432. In addition, the number of stores in China's Taiwan region has also decreased by 75, while that in Hongkong and Macao has decreased by 2. 
Less than P, and in 2012, its number of stores was Ceng Pan's peak. Data show that as of March 31, 2012, the number of stores in mainland China was 4044, an increase of 150 over the same period last year, an increase of 405 over the same period last year. 
 the declining outcome under location ambiguity 
Less than P, it is not known that the casual clothing brand, which is densely distributed across the country's two or three line cities, is actually an "imported product". 
 according to public information, Baleno itself is a Italy brand. It began to operate in Hongkong in 1980s, and then entered the mainland for sale. In 1996, the German takeover bid began a historic reversal. 
"P > de Yongjia repackaged Baleno, locking the target consumer group of the brand into a 18-40 year old person, playing a young line, mainly male, female and neutral casual wear, with Baleno, S&K, I.P.ZONE and Ebase four brands. In the years after the merger, Baleno has expanded rapidly, extending its business to China, Hong Kong, Macao, Taiwan, Southeast Asia and the Middle East, and has rapidly increased its market share through the "franchising" mode. 
 facts show that Baleno has taken the lead. At the time when the domestic brand competition was not yet complete, Baleno stood at the top tier cities. In the early years of the twenty-first Century, the four best brands in Guangzhou were the best and most prosperous sections of Beijing road in the city of Baleno. There are basically Baleno stores in the shopping malls of major cities in the central area of China. 
When p is changing, the scale of Baleno stores in Beijing road in Guangzhou has been much worse than before. Although a large discount has been made, it is very cold compared with UNIQLO, which is separated by only one road. 
 Baleno will have spring, summer, autumn and winter ordering, dealers will look at the style and order, and then send it by the manufacturer, usually in four quarters. With the development of economy, consumers begin to pay attention to the fashionable style and gradually turn into a fast moving product. At present, the operation mode of Baleno can not keep pace with the market changes, and the renewal of clothing styles is slow. According to its mode of operation, a garment usually takes 3-6 months from design to production, and then comes out in mass production. Like ZARA, the speed of goods is generally 14 days, so the comparative advantage comes out. 
"P >" now Baleno is sandwiched between the fashion and the fast, and the positioning is blurred. Before it mastered the mentality of young people, priced high, consumers feel satisfied. But now, in a second tier city, Baleno is basically a big commodity, and consumers can't feel satisfied. In the three or four tier cities, the clothing market is monopolized by low-end brands, and it is also difficult to survive. Tracing back to the source, positioning high and low is an important reason for Baleno's current embarrassing situation. 
In order to get rid of the difficult situation, Baleno has tried many times to try to win back the youth market by using star endorsement tactics and cooperative design with P, but little effect has been achieved. In July of last year, Baleno changed its brand logo, changed the iconic blue bottom white letter to the red bottom white character, and changed the uppercase "BALENO" into lowercase, removed the classic square embedded with the "O" letter, redesigned the font, and "changed the face" to try to revive Dongshan. 
 in the 2009 popular movie "Crazy Stone", Huang Bo's ridicule "I am a brand name, Baleno" has reflected the harsh reality of the former leisure giant. It is still unknown whether the self redemption of the "declining aristocracy" is successful.