The Parent Company, Germany Yongjia Group, Intends To Discard The Brand Of Baleno.

this

Many people haven't worn it yet.

Over the past year, as of September 30, 2015, the total number of Baleno stores in mainland China has decreased by 36 compared with the same period in 2014.

The closure of Baleno stores has long started. In the 2014 fiscal year, the number of stores in Baleno dropped by 388 to 3432 from 3820 in the previous fiscal year.

In 2012, its number of stores climbed to a historic peak.

Data show that as of March 31, 2012, the number of stores in mainland China was 4044, which increased by 150 over the same period last year, an increase of 405 over the same period last year.

Although according to the latest earnings report, as of September 30, 2015, Baleno mainland

Sales increased by 3% to HK $1 billion 768 million, and total sales increased by 0.5%. But this is almost negligible. It means that the failure of the strategy to shut down the loss stores for growth has finally led to the abandonment of the parent company.

After announcing the latest quarter's earnings, Tokunaga Ka also announced that he would sell Baleno at a price of 250 million yuan.

The explanation given in the announcement is that the company is currently reorganizing and selling resources that can be integrated for long-term development.

The name of the receiving party is Shanghai Hui Ye Industrial Co., Ltd.

According to public information, Shanghai Hui Ye industrial limited company's business scope includes investment management consulting, corporate image planning, computer software and hardware development, development, sales, daily necessities, chemical raw materials sales and many other aspects.

Some people in the industry believe that it is a lot of effort for the company to operate such a "vulnerable" brand. After all, it does not make clothes.

The decline of Baleno's brand is not a temporary meeting.

According to reports, Baleno now has only 43 stores in the original place of Hongkong, with 54 stores in Shanghai, 56 in Beijing, and more in Guangzhou.

But in Beijing, it has more than half of its stores in Changping District, Shunyi District, Fangshan District and other suburbs. In Xicheng District and Chaoyang District, Baleno mostly appears in the form of street stores.

In the Xidan business circle where young people gathered, Baleno went to the two floor of the city of joy.

As in Guangzhou, Baleno has seized a good position in the most prosperous sections of Beijing Road Pedestrian Street, Tianhe City, and gang top in the early days.

But now, the stores located in Tianhe City and gang top are far away from the conspicuous location near the elevator, and the facade has also shrunk.

Baleno was born in 1981 and was bought by Germany Yongjia group in 1996.

In essence, the problems it encountered are similar to those of Esprit.

Ten years ago, UNIQLO, ZARA and other fast fashion brands were not yet popular in China, and there was little concept of fast fashion in China. Baleno used to be the fashion choice of many junior high school students and college students. This can be seen from the business circle where they enter the big cities and young people gather.

But after that, we all know that the trend is getting farther and farther away.

The core business is Lin Yan, chief consultant of Lingyan management consulting, who provides marketing solutions for the company. To keep pace with the fast fashion, Lin Yue told the curiosity daily that he had to redesign and light production.

Redesign means that styles and designs are updated very quickly, inventory patterns are changed, production is made according to orders, or outsourced.

Baleno's early consumer group was positioned at the age of 18-40, with a relatively large age span. "Let alone 18 to 40 years old, now 18 to 30 years old, there will be a generation gap for fashion."

Lin Yue feels that Baleno can try to catch young people of 16-22 years of age. They are catching up with the trend. Most of them are students or just graduated.

But this group of people has also been captured by fast fashion.