BELLE, Daphne And Other International Brands Are Also Facing Difficulties.

Recently,

The parent company announced the sale of a wholly owned subsidiary of Shanghai Baleno Kingdom Limited at a low price of 250 million, which means this once popular youth.

The decline of brands has almost come to an end.

When the prices of fast fashion brands are down, the main market share of low-end clothing is divided into online shopping. Is Baleno really coming to an end when there are tigers in front of wolves?

The pronoun of youth fashion Andy Lau Faye Wong endorsed.

Baleno is a brand from Hongkong. It was born in 1981 and entered the mainland in 2003. It was considered one of the earliest clothing brands in the mainland, and it entered the peak of development very early and achieved very good results.

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.

At that time, its students Metersbonwe and Semir were just beginning. Baleno has become the preferred brand in the hearts of young consumers after 80, and Baleno has become the pronoun of youth.

By 2012, Baleno's 4044 stores in the mainland had reached the pinnacle of development. In the golden age of development, Andy Lau and Faye Wong both endorsed it.

Core business circle fade away from public view

Baleno's performance has bottomed out, its size is back to ten years ago, and it has been increasing by closing stores and shrinking the scale.

The core business circle of China's second tier cities can hardly see its shape.

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.

In the past two years, whether offline or offline, the main business circle has been withdrawn from the mainstream business, or online, its sales are also very unsatisfactory. We can see that its flagship store in Tmall sells very little clothing, and its style is rarely updated. It is gradually forgotten by people. At the moment, it is replaced by UNIQLO, Zara and other international fashion fast brands, as well as domestic Metersbonwe, Semir and so on.

A few days ago, BELLE announced its annual net profit fell by 38%.

His CEO Sheng Bai Jiao said it was the first time that the company had been listed for the first time in nine years, and he felt guilty about it. He said that there was no possibility of a reversal in the next one or two years.

Sheng Bai pepper said that the impact of domestic consumers on the improvement of the price of footwear and the impact of the electricity supplier made the group consider the possibility of pformation from the traditional department store's sales mode in the future. If there is no pformation, the group will only "die slowly", but he stressed that the direction of pformation is not yet decided.

Today, "shop tide" has become a hot label for offline brands, including Daphne, the brand of women's shoes.

And BELLE, the small boat from the foundry, has been fighting for more than 20 years.

Once, Sheng Bai pepper has made a heroic speech. "Wherever women pass by, there must be BELLE."

From 2010, BELLE began to increase its offline stores. After a year of crazy expansion outlets, it opened a new store in less than two days.

By 2014, the number of shops was negative growth for the first time, and began to close the closing of a shop in less than two days. The peak of the next year was to close the speed of a store every half day.

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Where did they lose?

In addition to these, the three quarter of the 2015 fiscal year of Giordano, which is a Hong Kong brand, shows a decline of 3.4% in sales compared with the same period last year, while sales in mainland China dropped 12%.

The mainland of China has decreased from 1003 in the three quarter of last year to 913.

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

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.

Who's snatching their market?

Ryui Seiso, President and chief executive officer of fast retailing group of UNIQLO parent company, said that greater China will expand at the rate of 100 new stores a year, so as to achieve the goal of 1000 stores and 3000 stores in the short term.

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

Another fast fashion brand, Zara, from Spain, is one of the largest fashion retail companies in the world. It has opened more than 582 stores in the Greater China region, of which Inditex has 188 Zara.

As of March 31st this year, the total number of H&M stores in mainland China has reached 317, becoming the second largest fast fashion brand in China.

In recent years, the world's fast fashion brands are eyeing the Chinese market.

According to statistics from Ying Shi Group Research Center, last year, ten fast fashion brands opened up more than 330 stores in Huaxin, and now the total number of stores in huaxen has exceeded 1400, up 27.5% over the same period last year.

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 Korean brands such as the Korean clothing house and the naughman brand. The clothing purchasing channels and brand screening of consumers have become rich and diversified, which has also squeezed 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.