Why Will "Shutting Down" And "Decline In Performance" Become The Key Word Of Baleno?

The owner of the German Yongjia group is also one of the manufacturers of UNIQLO.

In 2006, the movie "Crazy Stone", which was invested by Andy Lau and had a black humor, became popular. In the film, there was an advertisement with the intention of inserting willow. Huang Bo pointed to his dirty clothes and came to a "brand, Baleno", so that the small class suddenly became more or less embarrassed.

A few days ago, Baleno's controlling shareholder Hong Kong listed companies Germany wing Jia group recently announced the price of 250 million yuan to sell its Shanghai Baleno.

Limited company.

De wing Jia said that the company is restructuring, the sale of Baleno can optimize resources, and the other side is Baleno's potential distributor - Shanghai Hui Ye Industrial Co., Ltd.

"Brand, Baleno"

Baleno is also born in the 1980s. It was born in 1981 and is now 35 years old.

Itself is a Italy.

In 1980s, it began to operate in Hongkong, and invited Zhou Runfa, Maggie Cheung and others to endorse, and later entered the mainland for sale.

Once a very popular clothing brand, many "80", "post-90s" are the pronoun of youth, probably about one or two pieces in each cabinet.

In 1996, Baleno was bought by Germany Yongjia group and began to move to the top of life.

German boss repackaged the small class, founded the Baleno Kingdom Ltd and BALENO (Baleno) casual wear brand, thus creating the domestic leisure clothing precedent.

Baleno targeted the target consumer group at the age of 18-40, the main line of the young line, male, female, neutral casual wear, including Baleno, S&K, I.P.ZONE, Ebase and other six brands.

At the time when domestic brand competition was not enough and the market was in short supply, Baleno took the lead and was pursued by a generation of young consumers, almost entering all the core business circles of big cities.

By March 31, 2001, Baleno had 637 retail outlets in the mainland, while Giordano, known as "Asian retail one brother", had only more than 400 in the mainland.

Now, Baleno also has its own online shop to shop in the small class Tmall store.

The products sold in their stores are relatively simple. The main selling items are T-shirts, socks, slippers and so on. The price range is 36-299 yuan, and most of the products are priced at less than 100 yuan. The first item in the sales list is a men's T-shirt priced at 45 yuan, with 40818 monthly sales.

However, after all, "30 years of Hedong, 30 years of Hexi", Baleno is also hard to reach the torrents of historical laws. Now it is hard to find its shape in big shopping malls. It is probably an antique for the present "00 years".

The "fast fashion" brand such as UNIQLO becomes the shopping mall standard.

In fact, not only Baleno, Giordano, but later Metersbonwe, Semir, YISHION and other 80 consumers have sought after the clothing brand, in recent years, no longer.

Compared with the decline of these leisure brands, similar figures like UNIQLO, ZARA, H&M and so on have begun to become the standard of shopping malls, and their influence has been expanding to the two or three tier cities.

UNIQLO, the Japanese clothing brand, was founded in 1963 by the Japanese fast retailing company. It was a small clothing store selling Western-style clothes, and now it has become an internationally famous clothing brand.

Last year, Beijing Sanlitun UNIQLO indecent video event, let it overnight throughout the circle of friends.

In 2002, when UNIQLO entered the Chinese market, it positioned the popular leisure brand, which had been beaten by Baleno and Giordano at that time. In 2005, it even suffered a continuous loss in the Beijing market.

But after more than two years of adjustment, white-collar workers, as the main consumer group, were killed again and expanded in the Chinese market in 2008 and 2009.

It is reported that one of the foundries of UNIQLO is Baleno's boss, Germany Yongjia.

According to German Yongjia's previous earnings report, due to the increase in orders from UNIQLO, Germany's management has confidence that the textile business's revenue contribution increased from 6%-7% in 2014 to 8% in 2015.

Baleno's "sick fellow"

"Shutting down" and "declining performance" have become the key words of ESPRIT, VEROMODA, ONLY, Giordano and Baleno.

In August 1992, Giordano entered the mainland market and opened up a leading retail chain for casual wear in China.

According to Giordano's 2015 quarter fiscal year three quarter earnings report, the company's sales fell 3.4% compared with the same period last year, and sales in mainland China dropped 12% compared to the same period last year.

Its global stores decreased from 2479 in the same period last year to 2359, and Mainland China reduced 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.

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

The silk fashion is a wholly owned subsidiary of Danish BESTSELLER in China. It entered China in 1996. The company mainly operates four brands: ONLY, VEROMODA, JACK&JONES and SELECTED. It has opened more than 6000 stores in more than 300 cities across the country, creating a miracle of "no bestsellers, no shopping malls", but the group failed to reach the target in the 2015 fiscal year, and the pre tax profit fell 41% to 134 million euros.

In the Internet era, where the rhythm is speeding up, the pace of clothing renewal is accelerating. "New and old" has gradually become a social temperament. How to become the "fittest" is to continue to maintain its unique personality or cater to the trend of the spring tide. Different brands are probably wandering in the whirlpool of the times.

No matter how it changes, consumers may only expect to find the clothes that suit themselves in a shorter time.