The Upgrading Of Garment Industry Is Not Enough, And It Will Be OUT.

No enterprise can remain invincible forever. Since the 90s of last century, Baleno 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 Baleno Kingdom Ltd and BALENO (Baleno) casual wear brand, thus creating the first place of domestic casual wear.

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.

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 a clothing brand leader believes that UNIQLO and other fast fashion brands have become synonymous with cost-effective.

Even in the three or four tier cities, Baleno is hard to get along with the United States, Semir and some.

Competition.

In the middle and low end market, Baleno's living space is also being squeezed.

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.

The same as Hong Kong brand.

In the three quarter of fiscal year 2015, financial reports showed that sales fell by 3.4% compared with the same period last year, while sales in mainland China fell 12%.

Giordano's 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.

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.