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Two Or Three Line Clothing Brand Is Facing Multiple Tests Such As Takeover.

2014/7/2 21:16:00 12

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Two Or Three Line Clothing Brand Face Acquisition Test

"P > is now entering the Baleno Baleno store. Besides the familiar advertisement, the noise is even more discounted.

Prior to this, there were 15 years of brand history. Paci Doug, who was endorsed by celebrities such as Lee Hom, declared bankruptcy, while the sales of casual wear of clothing listed companies such as Giordano and Semir clothing declined year after year.

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"P > is now entering the Baleno Baleno store. Besides the familiar advertisement, the noise is even more discounted.

Once invited Zhou Runfa, Maggie Cheung and other heavenly stars as spokesmen and fascinated many young people's fashion brands, now announced the news of 388 stores, the industry was particularly surprised.

before that, it had 15 years of brand history. Lee Hom, who was endorsed by celebrities such as Paci Doug, declared bankruptcy, while the sales of casual wear of clothing listed companies such as Giordano and Semir clothing declined year after year.

over the past year, the apparel industry has a high inventory and frequent stores. Many struggling two or three garment brands are facing new challenges from foreign fast fashion brands, facing multiple tests such as structural pformation and acquisition.

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"business is worse than before. It has been less than a year."

Faced with the question of how the business is going, many salesmen from the counter told reporters.

In June 26th, P visited Wangfujing, Xidan and other prosperous business circles in Beijing, and found that Baleno's sales growth narrowed.

Ms. P, a staff member of a special counter in Xicheng District, began to contact Baleno and other leisure brands in 2006.

"Like many brands, sales are up to 5 million yuan in the year. On Christmas day and new year's day, there are often queues in front of the fitting room, where customers queue up for clothes and queue up to pay."

"the rise of online shopping has a greater impact on them. Many of the same styles of clothing are priced more expensive than online, and consumers will naturally make a choice.

Consumers who like these brands have already entered the workplace. When the income level rises, they prefer more upscale brands. The price of clothing such as Baleno is not big, and it is still hard to lock young consumers.

A person in charge of a special counter in Xicheng District told the China Enterprise News.

Less than p sales will inevitably lead to an increase in inventories.

According to the German Yongjia financial report data, as at the end of March 2014, the stock of German Yongjia was HK $1 billion 898 million, although it declined slightly compared with the same period last year, but high inventory has become the inevitable difficulties faced by these brands.

behind the decrease in revenue is the decline in sales performance.

Recently, German wing Jia announced that as of the end of March 2014, the total revenue of the group decreased by 12.4%, down 12.37% from the same period last year, and the net profit for the whole year was HK $668 million, a decrease of about 9% compared with the same period last year.

while profits are falling, Baleno is also adjusting its business layout.

In 2013, de Yongjia closed 224 stores in the mainland, closed 388 in 2014, and reduced sales staff by 3782.

Among them, 388 stores closed this year accounted for nearly 10% of the total number of 3820 stores in March 31, 2013.

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.

it is worth mentioning that according to the Beijing clothing industry and Commerce Bureau in February this year, circulation clothing monitoring results show that some of the market's clothing fiber content, color fastness and other items do not meet the relevant standard requirements, the 16 kinds of clothing fiber content is not qualified, including the Guang Zhou Friendship Baleno Company Limited production of "Baleno" women's knitted coat.

industry insiders say that quality and light marketing mode and marketing method are the main reasons why Baleno was finally eliminated by the times.

contact a staff member of Baleno Beijing branch, and do not know anything about closing shop. More information can be asked about Guangzhou branch.

And the customer service telephone of Guangzhou branch on its official website is always unanswered.

the pain of expansion: Baleno's ups and downs /p >

according to public information, Baleno is a Italy brand. It began to operate in Hongkong in 1980s. However, Baleno's development in the mainland has always been mild, steady and delicate.

1996, Hongkong de Yongjia Group Co., Ltd. acquired the trademark of Baleno, and founded Guang Zhou Friendship Baleno Company Limited to repackage Baleno, locking it for people aged 18 to 40. The main line is the young line, with Baleno, S&K, I.P.ZONE and Ebase four.

Baleno P entered Tianhe City in Guangzhou, and unexpectedly acquired a new berth for other brands, which opened the first store after a comeback.

At the end of March 2000, de Yongjia opened more than 400 stores in large and medium-sized cities in China, and the retail sales amounted to HK $1 billion.

in the next few years, Baleno has been in the first tier big cities and has extended its business to Hong Kong, Macao and Taiwan, Southeast Asia and the Middle East through the franchise mode.

as of July 2007, there were about 3700 self operated shops and other business types of Baleno at home and abroad, with shops distributed in mainland China, Singapore, Jordan, Saudi Arabia and Iran.

The number of employees exceeds 15000 people at one stroke, and its development is quite fast and vigorous.

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.

but with the strong invasion of foreign fast fashion brands, Baleno gradually declined.

Local leisure brands, once dominating the golden section of big cities, are still deserted despite a large discount.

according to a professor of clothing College of Wuhan Textile University, "Baleno is sandwiched between fashion and fast fading, and its position is blurred.

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. "

closing shop turbulent: industry rare high inventory

actually, Baleno is not the only one that keeps on shutting down.

It is understood that compared with ZARA, H&M, UNIQLO and other active expansion of foreign fast fashion brands, JEANSWEST, Baleno, Metersbonwe and other brands are deep in the shop.

surprisingly, at the end of May, the 18 year old casual wear brand, "Bai Xian Dage", declared bankruptcy.

Public information shows that Paci Doug was founded in 1999 and has 3000 employees at its peak. It has operations and management centers in more than 20 central cities in China. It has more than 800 brand stores and has overseas sales channels in Southeast Asia, the Middle East and Australia.

according to the annual report of 2013, the company has nearly 5000 stores and franchises in the country, more than 200 fewer than in 2012, and Semir's 2013 annual report shows that the company now has more than 3470 terminal stores, and more than 700 in 2013.

In the annual report, these companies have referred to "industry competition, rising channel costs, closing non-profit stores" and so on.

Giordano, another listed clothing company in Hongkong, is also unable to escape the bad luck of P.

According to Giordano's first quarter 2014 earnings report, as of March 31, 2014, the company's sales decreased by 7%, and the gross profit fell by 13% during the same period. At present, there are 75 outlets closed by Giordano, and 54 of them are occupied by the mainland.

seven wolves in this year's company performance report, "in 2014 1 to June, the net profit attributable to shareholders of listed companies was 128 million 222 thousand and 200 yuan to 179 million 511 thousand and 100 yuan, down 30% to 50% compared with the same period last year", while the "main reason for the decline in performance" is annotated. "Clothing retail business is weak and company orders are declining. In order to reduce the pressure of distribution channel inventory, the company reclaims more inventory."

industry competition is more from ZARA, H&M, UNIQLO and other active expansion of foreign fast fashion brands.

These foreign "monks", in product upgrading, inventory digestibility, let local brands smack.

"with the increasing demand for personalized consumption, the speed of product upgrading in textile and garment industry is faster and faster. Nowadays, a clothing sale from the top shelf to the next shelf is often only 1 to 2 months, and the life cycle of the fashion fashion is even shorter, resulting in inventory."

A clothing manufacturer told reporters.

"if the business mode and product structure can not be changed in essence, the domestic front-line clothing brand will hardly get out of the current predicament".

The foregoing said.