In The Past, Clothing Tycoons, Today, The Burden Of Clothing.

Recently, the group announced the sale of its subsidiary subsidiary Baleno Kingdom Limited Shanghai at a price of 250 million yuan.

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?

Baleno has been the pronoun of youth fashion.

For many post-80s and post-90s consumers, Baleno has been 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 today's

There are only 43 stores in Hongkong, 54 shops in Shanghai, and 56 in Beijing. Although there are more Guangzhou in the base camp, the brand has disappeared in today's mainstream shopping malls and shopping malls.

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

It is interesting that, for this event,

The relevant staff of the Shanghai company or its Guangzhou head office indicated that they did not know the specific circumstances.

The Shanghai company said: at present, the operation of the company is normal.

Although the store is continuing,

Sales are growing.

2015 in the first half of fiscal year,

Sales in the mainland market increased by 3% to HK $1 billion 768 million and total sales increased by 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, its size is back to ten years ago, and it has been increasing by closing stores and shrinking the scale.

And as

The rise of the US state is later than that. The life cycle of the two brands is not synchronous. The peak period of the US bond is 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 comparable with that of the United States.

Fade out of the public eye

No enterprise can remain invincible forever, from 90s to the last century.

It has experienced the life cycle from birth, growth, peak to trough.

Information shows that

The 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.

The target consumer group is located in the age of 18-40, the main line of the young line, mainly male, female, neutral casual wear, including Baleno, SK, I.P.ZONE, Ebase and other six brands.

At that time, the domestic brand competition was not enough and the market was in short supply.

The advantage of the first generation of young consumers is almost all of the core business circle of big cities.

Now Baleno is far away from the public.

Some media reporters saw in Baleno Tmall flagship store.

,

,

And accessories and other categories, the sale of goods is only 200 pieces, the price range is 29-499 yuan, the average customer price is less than 200 yuan, ranked first in the sales list is a price of 36 yuan short sleeves, monthly sales of 1657 pieces, such sales volume is not only difficult to compare with the difficult in the United States and other brands, and even less than some of the net red Taobao shop.

In this regard, insiders pointed out that in today's market brand saturation, relying solely on low price strategy has not worked.

A clothing brand leader thinks UNIQLO and so on.

Brand has become the pronoun of cost 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?

and

Equally troubled are the brands that Esprit, VERO MODA, ONLY, Giordano and others once flourishing.

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%.

The 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 miracle ever.

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

Dominate China by ONLY, VERO MODA, JACKJONES and SELECTED

The fashion group of the market has opened more than 6000 stores in more than 300 cities across the country, creating no wonder and no market miracles. However, the group failed to achieve its 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 partner in the shop and share profits according to the store's performance.

Unlike Baleno and Giordano, these brands are Zara, HM, and so on.

And so on, the international fast fashion brand is still 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.

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.

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.

except

Brand, the Internet has spawned the rise of Amoy brands, consumers.

Purchase channels and brand screening become rich and diversified, which is also squeezed.

The survival space of these traditional leisure brands.

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