Baleno, Back Again! The Speed Of Developing The New Image Store Is Growing Fast And Spreading All Over The Country.

A 23 year old Baleno has set up its first new image flagship store in Dongmen pedestrian street in Shenzhen in May this year. The comfortable and simple decoration style and the display level of each series of commodities are abundant, and the young fashion atmosphere is released everywhere. In addition to attracting young consumers, the new image has aroused a stir in the clothing industry. "Baleno is back," and "Baleno after the successful transformation" has emerged.


Baleno, which injects fresh and dynamic elements, is more distinctive and recognizable. The new image store continues to extend the concept of brand "Simple Living", and clears up its brand new brand with vitality, interest and youthful fashion attitude.


In October 26th, the flagship store of Baleno's new image once again bloomed in Guangzhou Beijing Road Pedestrian Street, and Beijing Road Pedestrian Street as the most prosperous commercial street in Guangzhou was of great significance to Baleno because 23 years ago, Baleno's first Pedestrian Street store originated from Beijing road. After more than 20 years of development, Baleno has also become a well-known brand of leisure wear in the country. The first new image store in Guangzhou is set up here, which also implies that Baleno will not change its original mind, and will continue to provide consumers with the determination to provide casual, comfortable and cost-effective clothing for consumers.


On the day of the store, the German Yongjia group, Baleno group management and the VIP guests attended the opening ceremony to witness the rapid development of Baleno transformation and new image store. Mr. Hu Zhiheng, executive director of Baleno group, said in his speech to the new image shop that Baleno's first store 23 years ago originated from the Beijing Road Pedestrian Street in Guangzhou. Today Baleno still chooses to reopen the first store in Beijing new road store in Guangzhou, meaning that Baleno has thanked the consumers for its support. Baleno has not changed its mind at the beginning, and continues to provide consumers with comfortable, fashionable and cost-effective products. It hopes to bring a simple and comfortable shopping experience to consumers through the new shopping experience. Baleno group will inherit the core of the brand that is well made and comfortable. It will take the development rules of the group to adapt to the marketing strategy and keep the original intention unchanged, and stimulate more possibilities for the sustainable development of the brand.


"Three walk street flagship stores in one month, the speed of development is overwhelming."


After opening the first new image store in Dongmen pedestrian street in Shenzhen in May this year, Baleno's expansion speed is full of fire. Less than half a year, it has opened a new image store in Southern China, central China, East China, North China and other regions. Only in October, thousands of square meters of new flag shop were opened in the most prosperous sections of Tianjin Golden Street Pedestrian Street, Changsha Huang Xing pedestrian street and Guangzhou Beijing Road pedestrian street, aiming to show more consumers the breadth and depth of Baleno development, in order to create a new moment, and this expansion will continue.


The rapid expansion of the new image store is an important manifestation of Baleno's re focus on the retail industry. Nowadays, consumers pay more attention to their own sensory and individual needs for clothing consumption. Baleno's transformation to the younger generation is an important pillar for the development of the market business. For the rapid expansion of the national market, the brand and the young consumers are relinked to a certain extent, and a new demand relationship is constructed.


In recent years, casual wear is facing a low pressure development, but the annual growth rate of the domestic sports and casual wear market is still around 30%, so the retail market of casual wear has great potential for growth. Baleno's parent company, Germany Yongjia group, is very optimistic about the Chinese apparel retail market, so in September 2018, from increasing holdings to wholly-owned Baleno, vigorously developing the Chinese apparel retailing industry. Baleno's transformation and opening up speed all respond to the strong growth and potential of the apparel industry.


Zhonghua net interviewed Fan Xiaojin, general manager of Baleno group at the scene. She said that influenced by the sinking of the online platform, the consumption concept of the three or four line cities is changing rapidly. Baleno will accelerate the development of the prefecture level cities and counties and townships, and bring the costumes with high price performance and simple comfort to more guests. In addition to our own channels, we will speed up our network construction with the franchisees in the inland areas of China, and expand the brand to more empty areas through cooperation and integration of resources. In the future, we will continue to develop in the direction of multi category development, strengthen the combination of brands, and put them in the right business circle through the form of integrated stores and comprehensive stores.


"Product partition characteristics to open new gaps"


After 90 and 00, the young consumer groups are becoming the darling of domestic and foreign brands. Brands are beginning to pay more attention to this group and constantly introduce more fashionable and younger products to get consumers' recognition. Baleno has always attached great importance to the market potential brought by the younger generation. With new shopping environment and young fashion product design to touch more young consumers, opening up new gaps is an important strategy for brand sustainable development.


So when customers approach Baleno's new image store, careful observation shows that the logo of the store has no previous edges and corners, instead of the interesting "Baleno" with the effect of lighting, showing Baleno's "new" image more visually and intuitively. The display distinction is more bright and characteristic, the women's clothing area is meticulous and colorful, the simplicity and atmosphere of the men's wear area, the interest and vivid vitality of the children's clothing area, the cool and interesting display of the Baleno Youth area, the clear display of the plates, people get the scene buying experience, and tell the guests how to match the clothes with the Chen Li Fang style to wear the fashion and individuality.


In the store, children's clothing area is particularly eye-catching, situational layout, and every area of children's clothing is telling about the fun of Baleno children's wear. This is because Baleno keeps a high degree of concern and avant-garde thinking about children's clothing, so that children can grow up into brand fans from childhood. Baleno started its joint venture with IP in the past two years. Through the famous Thomas mini train at home and abroad, and the cartoon IP, such as super flying boy, little Ma Baoli and Bobbi, the joint children's clothing was very popular in the market, and Baleno clothing was reopened in the retail market.


Baleno's new image store is very different from the past. Its color is bright, tailored and casual, but its personality is very casual. From accessories to costume design, it is very sophisticated. Through a series of ways, people can see the simple idea and innovative design techniques of the brand, to a large extent, the content style that the brand wants to show. Baleno's new image store has changed its shopping mode in terms of layout and decoration. Since its opening, it has been welcomed not only by its loyal fans, but also by a large number of young people and young families.


"Small whale coming back to spread audiences"


It is worth noting that we are familiar with the small whale appeared in Baleno's new image shop, which is a lovely and memorable symbol. A calm sea, a whale playing freely in the sea, free and happy, and "little whale" presents the life that people yearn for, and the friends who are familiar with Baleno should be familiar with the little whale icon. This is the youth memory that accompanied the generation of 80 and 90 generations.


In order to more effectively publicize the brand spirit, Baleno fully interpreted the decoration of the new image shop, but unexpectedly it attracted a crowd of young fans to punch cards. Fans have said, "Baleno little whale's memory is too cordial, too cute!" The little whale icon reappears, and the life state and brand spirit advocated by Baleno will be brought back to the consumers in order to give full play to its characteristics and spread audiences.


Brand packaging, image, ideas and products are showing a new positioning, Baleno's determination to transform is clear at a glance. Baleno, focusing on the millennial consumer links, has stepped up its participation in the market in terms of core value of the brand. The Chinese consumers are attracted by comfortable aesthetics and high performance price ratio clothes. The appearance and expansion of new image stores is also aimed at meeting the needs of consumers. Wherever they are, they can see the location of Baleno and express the true meaning of the brand. This expansion speed will continue to be staged.