Hong Kong'S Clothing Brand Is Fading Fast.

In the 90s of last century, burlung was used as a synonym for popular and famous brands, but with the slow growth of sales, the withdrawal of stores, and the ever increasing competition in the industry,

Fast decline.

According to the latest profit warning issued by burlung, the company's performance in the first half of 2016 is not optimistic, and its net profit is expected to plummet by 75%-85% over the same period last year.

Not only is it a burglung, but the once brilliant Baleno clothing brand is also declining under fierce market competition.

Early warning of profit slump in the first half of the year.

It is mainly caused by low consumption intention and warm winter climate and fierce market competition.

Beijing Business Daily reporter read the burlong financial report found that the performance downturn is normal.

In March this year, the performance report of the second half of 2015 released by burshlung showed that in the second half of 2015, burshilong achieved operating income of 1 billion 146 million yuan, down 13.13% from the same period last year, and net profit of 25 million 160 thousand yuan, down 75.79% from the same period last year.

In addition, in March 2016, burshlung signed a provisional agreement to sell a shop property in Macao, China, for 350 million yuan. It expected to earn 335 million yuan, but this has not changed the fate of Burson's net profit plunging.

According to relevant information, the clothing brand founded by China's "knitting king" Luo Ditong, Hongkong, opened its first store in Hongkong, China in 1987. In 1993, burshalon International Group Limited was officially listed on the stock exchange of Hongkong, becoming the largest clothing retail group in Hongkong, China.

In the 90s of last century, many consumers regarded burglung as a popular and famous brand. But nowadays, burglung shops are hardly seen in the first tier cities in mainland China.

Insiders said that with the rapid development of the garment industry, competition in the industry has intensified.

Apart from facing the same local brand competition, the Hong Kong apparel brand is also facing the fierce impact of cross-border e-commerce and fast fashion clothing brands continuously pouring into China.

Not only is burglung dragon, but also the clothing brand Baleno is facing the same problem.

Baleno, once endorsed by Andy Lau, was once the brand name of consumers in the Chinese mainland market.

Public information shows that Baleno was founded in Hongkong in 1981. In 1996, Hong Kong listed companies's German wing Jia Group Limited acquired the brand and repackaged it. With its clear brand positioning and successful marketing strategy, Baleno has developed rapidly and become a household casual wear brand.

But with the change of market trend vane, Baleno's reputation is far worse than before.

Baleno's parent company was eager to get rid of the "burden" because of the "decline" of the brand. At the beginning of this year, it announced the sale of its subsidiary subsidiary Baleno Kingdom Limited Shanghai at a price of 250 million yuan.

At the end of last century, private apparel enterprises in Jiangsu and Zhejiang provinces began to rise.

Such as Metersbonwe, Semir and other leisure apparel brands, with their own perfect retail management system and direct operation and franchising business mode, quickly occupy a place in the casual wear market.

Baleno, which had earlier relied on franchisees to quickly occupy the market, and then joined the competition in the leisure clothing market and Semir.

Compared with Baleno's brand, these mainland brands are more flexible in marketing.

In this regard, the industry analysts believe that although the performance of Hong Kong brand has been affected by the overall downturn in the apparel industry and fierce competition, but the lack of innovation in clothing products itself is also one of the important reasons for the decline of the brand.

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Rapid development, but for a long time, Baleno has not changed much.

The style of goods in the store is slow to update and the quantity of new products is small, so the slow updating speed will only be eliminated by the market.

A person who has long been engaged in brand work in clothing industry said.