Baleno Has Been Selling At The Peak Of Those Years.

The price of fast fashion brands is down, and the main market share of low-end clothing is divided into food and clothing. Before the wolf had a tiger, Baleno, once the most popular clothing brand, has already reached its peak.

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 has been the pronoun of youth fashion.

For many "80" and "post-90s" consumers,

Used to be the pronoun of youth fashion.

However, in recent years, in the mainstream business circle of a second tier city, almost no Baleno has been seen.

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.

As of September 30, 2015, the total number of Baleno stores decreased from 36 to 2849, and the number of stores in 2012 was 4044.

Core business circle out

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."

Despite the continuous closure, Baleno's sales are growing.

In the first half of fiscal year 2015, sales in Baleno mainland increased 3% to HK $1 billion 768 million, and total sales increased 0.5%.

Insiders said that Baleno entered the mainland market earlier, and entered the golden period before 2003. The next ten years have entered a long trough.

"Baleno's performance has bottomed out, and its size has returned to its level ten years ago. It has achieved a slight increase by closing stores and shrinking the scale.

As for Baleno students, the rise of the US state is later than that of the two brands. The life cycle of the two brands is not synchronous. The peak period of the US bond market is now at a low point before 2012, so we can see that the performance of the US state is still declining.

But in fact, the size of Baleno is not at all comparable to that of the American States. "

Fade out of the public eye

No enterprise can remain invincible forever. Since the 90s of last century, Baleno has experienced the life cycle from birth, growth, peak to trough.

Statistics show that the Baleno brand was born in 1981 and was acquired by de wing Jia group in 1996.

De Yongjia repackaged Baleno, founded Baleno Kingdom Ltd and BALENO (Baleno) casual wear brand, thus creating the first place of domestic casual wear.

Baleno targeted the target consumer group at the age of 18-40, the main line of the young line, male, female, neutral casual wear, including Baleno, S&K, I.P.ZONE, Ebase and other six brands.

At the time when domestic brand competition was not enough and the market was in short supply, Baleno took the lead and was pursued by a generation of young consumers, almost entering all the core business circles of big cities.

Baleno today is far from the public's attention.

Baleno is far away from the public today.

Some media reporters at Baleno Tmall flagship store saw that shops sell more than 200 categories of men's wear, women's wear, children's wear and accessories, and so on. Only over 29-499 pieces of merchandise are sold, and the price range is 29-499 yuan. The average customer price is less than 200 yuan. In the sales list, the first is a short sleeved price of 36 yuan, with a monthly sales volume of 1657.

In this regard, insiders pointed out that in the market

Saturated today, relying solely on low price strategy has not worked.

A fashion brand leader thinks that fast fashion brands like UNIQLO have become synonymous with price performance.

Even in the three or four tier cities, Baleno is also difficult to compete with the United States, Semir and some Amoy brands.

In the middle and low end market, Baleno's living space is also being squeezed.

Why did they lose?

Baleno has also been beset with brands such as Esprit, VERO MODA, ONLY and Giordano.

Shutting down stores and declining performance are the common keywords of these leisure brands in recent years.

In the three quarter of the 2015 fiscal year, Giordano, a Hong Kong brand, reported a 3.4% decline in sales compared with the same period last year, while sales in mainland China fell 12%.

Giordano's total number of stores in the world has decreased from 2479 in the same period last year to 2359, and the number of mainland stores has decreased to 1003 from 1003 in the three quarter of last year.

Another Hong Kong brand Esprit had to raise operating capital by selling Hongkong office.

"No silk, no shopping mall" once a miracle.

Some foreign fashion brands who had entered the Chinese market earlier failed to avoid the decline of brand influence.

With ONLY, VERO MODA, JACK&JONES and SELECTED dominating the Chinese clothing market, the fashion group has opened more than 6000 stores in more than 300 cities across the country, creating a miracle of "no bestsellers, no shopping malls", but the group failed to reach the target in fiscal year 2015, and the pre tax profit dropped 41% to 134 million euros.

Most of these brands start earlier, and occupy a large market share with the advantage of early establishment. Nowadays, brand aging is serious, marketing methods are single, and communication and communication with consumers are few.

In the age of Internet that is changing faster and faster, the update speed and rhythm of these brands have been derailed.

La Natsu Bell launched shop partnership system

The rise of local brands in recent years has been increasing exposure and covering up these low-key old brands.

Take La Natsu Bell as an example. Last year, La Natsu Bell launched a shop partnership system so that each shop assistant could become a "store partner" and share profits according to the store's performance.

Unlike Baleno, Giordano and other brands, Zara, H&M, UNIQLO and other international fast fashion brands are also competing in the Chinese market.

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.

In addition to fast fashion brands, the Internet has spawned Amoy brands.

Chairman of the fast selling group of UNIQLO parent company,

Ryui Seiso, chief executive officer, said that the Greater China region will expand at the rate of 100 new stores a year, so as to achieve the goal of 1000 stores in the short term and 3000 stores in the middle term.

By the end of May 2015, the number of stores in the Greater China region had reached 442.

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.

In addition to the fast fashion brand, the Internet has spawned the rise of the Amoy brand, and consumers' clothing purchasing channels and brand screening have become rich and diversified. This also squeezes the survival space of Baleno's traditional leisure brands.

Baleno's "franchising" mode, joint design and collection store concept have gradually been submerged in the imitation of brands.