Does "Fast Fashion" Grab The Market Or Is It "Hard On The Waist"?

Wear one piece.

Fashion and fashion

The year has passed.

The classic line of "Crazy Stone": "brand, Baleno!", the Baleno endorsed by Andy Lau and Faye Wong, the brand that had been popular after "80", either left the core business circle or moved to the second place of the mall.

Are these old brands going to be pushed away by H&M and ZARA?

When it comes to Baleno's popularity, Mr. Pan is still fresh in memory.

In high school, who can wear a Baleno, just like Metersbonwe, is the representative of the trend.

In Chongqing, Monument for Liberation, Shapingba, Guanyin Bridge and other core business circles also have Baleno stores.

Recently, however, Mr. Pan found that Shapingba, Guanyin Bridge and other business circles had been unable to find Baleno.

Figure.

Baleno has more than 30 stores in Chongqing.

Now, according to Baleno official website information, its updated information in April 2015 is that there are only 14 stores in Chongqing, mostly in the district and county markets.

According to the information released by the store, the 3 shops originally registered in Shapingba and Yangjiaping do not exist.

Only the Cade square store and the Dadukou branch are found in the main city.

Among them, originally located in Shapingba District, 29 small New Street Three Gorges Plaza (Carrey business opposite) Baleno and YISHION, Kai Wei Road and other brands in the same street, many consumers have the impression.

The shop in Yangjiaping's Li Dan department store has been told that it has been closed for more than a year.

"Now that the core business circle is so competitive, the layout of the business circle is also reasonable."

A Baleno clerk revealed.

According to the world clothing shoes and hats net, Baleno is still planning to open a new store in Chongqing, but the sub market and district market will be the main layout direction.

Upstream financial Chongqing Commercial Daily reporter tried to contact Baleno Chongqing branch, but was told that the company was moving and failed to be interviewed.

At Baleno store in Kade square, some T-shirts produced 90 yuan and two brands, while the most expensive ones in the shop were casual pants, which sold for 169.9 yuan. Apparently, they had already begun to take the low-end route.

In fact, apart from the fact that Baleno is hard to find in Chongqing, Baleno stores in the country are shrinking, for example, Baleno has four stores in Chunxi Road, Chengdu, but now only one.

Data show that in 2012, Baleno's 4044 stores in the mainland reached the peak of development, but in March 2014, its stock amounted to HK $1 billion 898 million.

Subsequently, Baleno opened the "SOS strategy" to close stores and strictly control inventory.

In 2011-2015 years and four years, 617 stores were closed, averaging 12 stores a month.

As of September 30, 2015, the total number of Baleno stores decreased to 2849.

Baleno was also "abandoned" by its parent company after being dragged down by inventory.

In 2016, Hongkong de Yongjia group announced the sale of Shanghai Baleno Kingdom Limited to Shanghai Hui Ye Industrial Co., Ltd., with a paction price of 250 million yuan.

And this paction data, at that time many industry personages seem to have a little "sell cheap" feeling.

"The seller is reorganizing the company," he said in a response report.

The sale of Target Corp (Baleno) can optimize assets and initiate the strategic development of the seller.

The sale of Target Corp to the buyer can help develop strategic business cooperation between the buyer and the seller. "

Nowadays, besides the gradual decline of Baleno stores, the brand names such as Giordano, Kai Wei Road, YISHION and so on have also been marginalized.

In contrast, Zara, H&M, GAP, C&A and other fast fashion brands are becoming more and more popular and occupy the core position of the major business circles.

Statistics show that at present, Zara has 6 stores in Chongqing, 13 stores in H&M and 11 in UNIQLO.

In addition, there are more and more brands such as C&A and Gap.

And they are located in Guanyin Bridge, Shapingba, times street, and other large business circles.

For example, Zara Shapingba store is located opposite Baleno store.

"Fast fashion brands are famous and consumers are younger. Their brand effect can bring popularity to the entire shopping mall. This is what we value."

Shapingba Huang Hua new shopping plaza Planning Department official said.

Min Guangya, the first person in fashion marketing experts and performance multiplier mode, analyzed that the old brands such as Baleno were lagging behind, on the one hand, consumers' increasingly fastidious taste and pursuit of "individuation".

In response to this demand, what is needed in the market is the brand that can provide a large number of styles of clothing as soon as possible.

Min Guangya said that in the traditional fashion industry, the development of new products from design to production takes about 3 to 6 months.

ZARA and other new brands can only be completed in 14 days.

And can keep up with the international fashion trend, and the price is no higher than Baleno several echelons.

However, Baleno and other old brands, under the pressure of inventory pressure, have not kept up with the brand innovation capability. The product has hardly changed much every year, and is becoming more and more weak. "Now Baleno has fallen to the third tier of domestic apparel brands."

More interesting reports, please pay attention to the world clothing shoes and hats net.