Baleno 250 Million Sold The Clothing Companies That Had Fallen Over The Years.

Baleno, once the most popular clothing brand, is now in its prime.

As the parent company of Baleno, Germany Yongjia group seems to be eager to get rid of this "burden". Recently, the group announced the sale of its subsidiary subsidiary Baleno Kingdom Limited Shanghai at a price of 250 million yuan.

Baleno sells for 250 million yuan

It is understood that the origin of Baleno now only 43 stores in Hongkong, Shanghai left 54 stores, and Beijing is 56, although in the base camp Guangzhou will be more, but the brand in today's mainstream shopping malls, shopping malls are no trace, instead of all the small shops on the street.

What is interesting is that, for this incident, Baleno's Shanghai company or its staff in Guangzhou head office said, "I don't know the specific circumstances."

The Shanghai company said: "at present, the company is operating normally, and it has not received the notice to change the news of the East."

From a staff member who did not want to be named, he was informed that the Shanghai Baleno store in Shanghai was almost rented out. The real core assets of Shanghai company were a retail property located in Nanjing east road besides its brand name.

For this paction, the explanation given in the announcement is that because the company is currently reorganizing, the sale of preferential resources is conducive to the development of future strategies.

And the second party is a company called Shanghai Hui Ye Industrial Co., Ltd.

"Baleno in Shanghai is actually a sales company.

According to the current business situation, dozens of shops sell 2.5 billion, (De Yongjia) not only do not lose or sell expensive.

Min Guangya, a retail expert in fashion and fashion industry, believes that it will take a lot of effort for new owners to run such a "vulnerable" brand.

In his view, "today's Baleno has fallen to the domestic market."

The third tier. "

The famous clothing brand "Baleno" was founded in 1981 in Hongkong. In 1996, Hong Kong listed companies's Germany Yongjia Group Co., Ltd. acquired the brand and repackaged it. With its clear brand positioning and successful marketing strategy, Baleno has developed rapidly and become a household casual wear brand.

Not only is Baleno, but even Giordano, which is also known as its Hong Kong apparel brand, is also hard to escape.

However, on the three Quarterly Bulletin released by Giordano, it seems to be in the cold winter of the industry.

It is understood that the total number of Giordano stores in the world is 2359, a decrease of 120 from 2479 in the same period last year.

The mainland of China has 1003 stores in the three quarter of last year, and the number has now been reduced to 913.

Among them, the number of self operated stores has been reduced from 486 to 398, and the number of franchised stores has decreased from 517 to 515.

In terms of sales, the company's sales in the three quarter dropped by 3.4% compared with the same period last year, and the sales in the mainland of China dropped by 12% over the same period last year.

In the face of a downward trend, the way Giordano chooses to save itself is to lower its value.

Ten years ago, Giordano had said that it would not get entangled in low-end market competition.

However, Giordano has launched a new brand Beau Bonde priced at 29 to 99 yuan.

The move is seen as a symbol of Giordano's abandonment of high end dreams and cheap routes.

Those clothes companies that had fallen out in the years

In 2015, excess capacity spread from the real estate industry, engineering equipment industry, steel industry to textile and garment manufacturing.

Data from the Ministry of consumer goods industry of the Ministry of industry and Commerce showed that from January 2015 to September, the number of households in the textile industry increased by 6.6%, while some manufacturing enterprises chose to go bankrupt, or choose to run.

In April 2015, Lining and XTEP's core suppliers, Ya Lun garment capital chain broke.

In May 2015, Dongguan thick Hong garment factory boss ran; Shaoxing dyeing and dyeing big guy five ocean dyeing and printing bankruptcy; Viske women's clothing boss rolled away;

In July 2015, Malin and Haydn's costumes boss lost contact; East China textile giant Bao Li Jia went bankrupt.

In August 2015, the first plant of the Ji'nan national cotton factory was bankrupt and its assets were auctioned publicly for a hundred years. The Zhejiang Red Sword Group Co., Ltd. officially shut down production.

In September 2015, Wenzhou Chuang Ji Group officially declared bankruptcy.

...

Why did they lose?

First, the first batch of domestic private enterprises to be lost to the mainland.

Around the late twentieth Century, private apparel enterprises in Jiangsu and Zhejiang provinces began to rise.

Such as Metersbonwe, Semir, etc.

The brand quickly grasped the successful operation of the "predecessors" Baleno, and quickly occupied a place in the market by combining its own perfect retail management system and the business mode of direct operation and franchising.

Take Metersbonwe as an example. Although Andy Lau was first invited to be the same as the image spokesperson of Baleno (four), he was also the Aaron Kwok of the big heavenly kings. But in the US and the state, the group of the students was replaced by the younger Jay Chou.

Facts show that in the next ten years, Jay Chou's development in the entertainment industry has indeed brought a lot of popularity to the United States and the Republic.

Second, lose to

。

Unlike Baleno, Giordano and other brands, Zara, H&M, UNIQLO and other fast fashion are accelerating expansion.

Today, fast fashion and speed up the layout of the two or three tier cities, continue to strengthen its leading position and competitiveness in the market.

The industry predicts that in the future, fast fashion will expand its product line faster and faster in China.

These fast fashion brands become the darling of young people nowadays. They develop very fast and are novel in style.

This is a new contrast with the old clothes of Baleno and Giordano.

Third, lose to the electricity supplier.

There is a well-known saying in the clothing industry that there is no weak market, only weak products.

"Although some brands in the mainland are also not able to be hit by fast fashion, at least they are still seeking changes, such as actively doing electricity suppliers, and when you look back at these Hong Kong brand names, they do not see any big moves online."

Fashion fashion retail expert Min Guangya said.

Therefore, whether it is the problem of the brand itself or the result of fierce competition from outside, the result is that the golden age of these fashionable brands is indeed over.