All The Brands Fall Down, And The Stores Are Closed.

For many "80" and "post-90s" consumers,

Used to be the pronoun of youth fashion.

However, in recent years, the mainstream business circle in the second tier cities has hardly been seen.

Figure.

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

What is interesting is that for this event,

The staff of the Shanghai company or its Guangzhou head office said, "I don't know the specific circumstances."

The Shanghai company said: "at present, the company is operating normally, and it has not received the notice to change the news of the East."

Despite the continuous closure, Baleno's 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

It entered the mainland market earlier, and entered the golden period before 2003. After ten years, it entered a long trough.

"

Performance has bottomed out, and its size has returned to its level ten years ago. It has achieved a slight increase by closing stores and shrinking the scale.

As a student of Baleno

The period of rise is later than that of the two brands, and the life cycle of the two brands is not synchronous.

The peak period before 2012 is now at a low ebb, so we can see that

The performance 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.

Statistics show that the Baleno brand was born in 1981 and was acquired by de wing Jia group in 1996.

De Yongjia repackaged Baleno, founded the Baleno Kingdom Ltd and BALENO (Baleno) casual wear brand, thus creating the domestic market.

The beginning of clothing.

Targeting the target consumer group in the age of 18-40, the main line is young, male, female and neutral.

The company has six brands: Baleno, S&K, I.P.ZONE and Ebase.

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.

And today's

Has been far away from the public's attention.

Some media reporters at Baleno Tmall flagship store saw that shops sell more than 200 categories of men's wear, women's wear, children's wear and accessories, and so on. Only over 29-499 pieces of merchandise are sold, and the price range is 29-499 yuan. The average customer price is less than 200 yuan. In the sales list, the first is a short sleeved price of 36 yuan, with a monthly sales volume of 1657.

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

A fashion brand leader thinks that fast fashion brands like UNIQLO have become synonymous with price 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?

Baleno has also been beset with brands such as Esprit, VERO MODA, ONLY and Giordano.

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 shopping mall" once a miracle.

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

With ONLY, VERO MODA, JACK&JONES and SELECTED dominating the Chinese clothing market, the fashion group 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 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 "store partner" and share profits according to the store's performance.

and

,

These brands are different.

,

,

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,

The expansion of product lines in China will become faster and faster.

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 consumers

Purchase channels and brand screening become rich and diversified, which also squeezes the tradition of Baleno.

The living space.

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