It Was Huang Bo And Andy Lau Who Broke Baleno.

Shanghai's Baleno Kingdom Limited, the parent company of Germany's Yongjia group, announced the sale of its wholly owned subsidiary, which meant that the once popular brand of clothing declined.

So who broke Baleno? People may not believe that Huang Bohe, who broke Baleno, is Andy Lau.

A prophecy

"Brand, Baleno!" is a famous line by Huang Bo, a fool in the movie "Crazy Stone".

With the laughter of people in the cinema, the voice of "Baleno" also spread throughout China.

But I do not know if it is a prophecy. The Chinese white collar elites are afraid of Baleno.

According to the law of attraction, where can a baby be worried about being obsessed with "low intelligence quotient"? From the symbol of fashion identity to the pronoun of cheap and low-end.

Baleno, which is passed on in the movie, is full of eyeballs, but it can not bring people's satisfaction to high-end fashion. On the contrary, it has left a lot of bad interest in the minds of young consumers.

In fact, as an early domestic clothing brand, Baleno also hired Andy Lau to speak for him, but the advertising effect was not obvious.

Later, Andy Lau supervised the movie "Crazy Stone", in order to repay Baleno, Andy Lau let the movie Huang Bo play a fool for Baleno free to do an oral broadcast, that is, this implanted ads good intentions do bad things.

Coincidentally, in the movie "no thief in the world", Liu Tianwang "scams" succeeded in raging the door of the car, and shouted to the security guard in the district: "driving a good car must be a good man..."

The scene may be remembered in people's minds.

But it also made BMW cars a bad driver in the hearts of the audience. Later, "crying in a BMW car" pushed the impression to a climax.

Countless cases in reality tell people that advertising implants should not only enhance the visibility and exposure of corporate brand, but also always face the audience with positive positive energy.

It must be noted that the long leeway has collapsed on the nest, sacrificing its accumulated reputation for a while. It is likely that it will be too late to repent.

In the 80s and 90s of last century, there was a famous jeweler named Gerald Ratner in England.

Because of its well managed business, in many people's eyes, it is a synonym for its product brand.

Jewelry is more dependent on brand and reputation than other industries, and this foreshadowed the dramatic reversal later.

On the occasion, he was invited to take part in public activities. He was speaking at the luncheon meeting with more than 6000 people from the business and media circles.

It may be a spur of the moment, in order to make a gimmick, Ratner called his own product "pure trash" and declared that his Earrings sold by the company were cheaper than the shrimp sandwiches, but the life span did not have a long sandwich.

The word "rubbish" began to rage in the whole UK, and people had to clear up the Ratner brand ring. In just a few days, the market value of Ratner's company evaporated 500 million pounds, and in addition to the resignation of Ratner, the brand name of the company was forced to be replaced.

People usually think that "no publicity can be bad publicity", but Ratner's Oolong has won this logic.

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Business is rough.

Of course, it is not cold for a day, but it is back to the history of Baleno. It was first born in Hongkong in 1981 (brand Italian Italian style). It was bought by Germany Yongjia group in 1996, and then entered the mainland market through new packaging.

Baleno mainly dressed in casual clothes, the age of the consumer group will be 18 to 40 years old; because the market was basically in short supply, and the brand competition was not fierce, so the business was running smoothly and quickly occupied the mainstream business circle of all major cities in the country.

The logo small whale on its POLO shirt was once the standard of pulling the wind. In many 80 and 90's hearts, Baleno represents the memory of youth.

In 2012, the development of Baleno on the mainland reached its peak, and the stores expanded to 4044. However, the crisis behind the prosperity is also approaching. With the development of the times, the brand competition in the clothing market is becoming increasingly fierce. Inventory backlog and closing shop tide have become the biggest problem of Baleno. A large number of stores have been reduced to the street stores by the former city shopping centers.

In contrast, the stock of de Yongjia in March 2014 amounted to HK $1 billion 898 million.

Many dealers want to reduce inventories by pressing their prices, but they are only limited to drinking poison and quench thirst for a time.

Up to now, the mainstream business circle of China's second tier cities has hardly seen Baleno's figure.

The online marketing of Baleno is also not optimistic.

A reporter survey found that Baleno's flagship store, ranked first in the sales list of goods is actually a unit price of 36 yuan short sleeve T, monthly sales of only 1600 pieces more than a little.

Such a performance is almost surprising. You know that a shopkeeper with net red origin can achieve annual sales of 3 hundred million, and 5000 new clothes will be robbed in 2 seconds. 5000.

Impact of the times

The decline of Baleno is a microcosm of brand competition in China's clothing market.

The early "hybrid" brand represented by Baleno has occupied a larger market share through the initial channel resources, but with the market saturation and the improvement of people's consumption level, the marketing inferiority of brand aging, tonal singleness, lack of communication and interaction is becoming more and more prominent.

Especially under the impact of the Internet economy, the information asymmetry began to disappear, people's brand awareness gradually woke up, and the younger generation pursued fashion, which led to the so-called "famous brand" being forced to walk down the altar.

The huge Chinese market has attracted the attention of the whole world. In recent years, the international fast fashion brand represented by UNIQLO has been expanding rapidly.

According to statistics from relevant institutions, there are more than more than 1400 stores in the world with ten fast fashion brands in China, including 330 stores last year, an increase of 27.5% over the same period last year.

Along with the mature development of the mobile Internet, the middle and low end clothing market is basically eroded by e-commerce, and the purchasing channels and brand choice of consumers are increasingly diversified.

In addition, there are also leisure brands represented by Metersbonwe and Semir in Jiangsu and Zhejiang provinces.

All of these have squeezed the "Baleno people" growing up in the greenhouse.

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In the traditional fashion industry, the development of new products from design to production will probably take 3 to 6 months and then be listed in bulk.

But the world's martial arts are fast breaking. Now ZARA and other cutting-edge brands can complete the cycle in just 14 days.

With various styles and quick iteration, only by sticking to the consuming habits of young people can we stand out in the fierce market competition.

Product update speed is slow, the lack of cutting-edge brand advocacy and communication interaction, two weeks and three months, which is better.

Warning signs

Only the bargains that can't be sold, there is no high priced goods that can not be sold.

The essence of a brand is to give people a reason to consume, and to guide people to pay for high premium.

Niche brands, personalized customization, scene consumption, accurate delivery...

The market is increasingly fractionize, brand marketing strategy should also keep pace with the times.

A brand that has never experienced market sharpening and testing at the beginning of its growth will not be easy to turn around after its huge volume.

According to its business, it consists of two main parts: textile and retail.

The former is mainly processed by generation, while the latter is retail business represented by Baleno.

Faced with the impact of the times, only strong will and flexibility can avoid the fate of being eliminated.

How can we get rid of the chain of low-end manufacturing in the process of global economic integration? Pay close attention to current profits or deepen the brand value. Baleno leaves people endless thinking.