[Defeat] From The First Line Brand To 18 Line Stalls, 3000 Stores, Baleno Has Already Embarked On A Dead End!

Huang Bo's debut work, "a good play," started well, and the box office broke 150 million on the first day.

Twelve years ago, "Crazy Stone" made Huang Bo a famous overnight.

At that time, a line of Huang Bo carried a brand directly.

　 "Brand, Baleno!"

Yes, Baleno is the "first tide card" in the eyes of countless young people.

In those days, Baleno It is a famous brand in China.

Andy Lau, one of the four heavenly kings of Chinese language, is Faye Wong, the idol of F4. Baleno Did endorsement;

Covering more than 270 cities across the country, the number of shops opened to 4044.

12 years in succession National market Sales of similar products first...

In his long life, Guo Jingming described the memory that Baleno left to him:

"I'm in second grade. I have the first pair of LINING sneakers. I began to think that Giordano and Baleno are famous brand clothes. At that time there was no Metersbonwe or Semir. I used to buy a Giordano 98 vest for a long time with pocket money. In the same year, I published a very short poem in a magazine.

Nowadays, young people in towns seldom wear it.

It is reported that Baleno has closed 3000 stores in the past 6 years. It has entered the mainstream business circle and has become a small shop on the street. Annual revenues have dropped by more than half, and recently closed the last factory in the country.

One

22 years ago, A T-shirt sells for 200 yuan.

In those days, why did Huang Bo show the line to Baleno in "Crazy Stone", because Andy Lau, who was then the spokesman of Baleno, was one of the managers of the film.

According to the initial degree of Baleno's popularity in the country, the first-line brand is full of momentum, and the price is not low in the early years. In 1996, a T-shirt could be sold to 200 yuan.

But contrary to expectations, Huang Bo's image in "Crazy Stone" does not match Baleno's goals.

Since then, more than ten years of development have proved this point. Baleno, a historic brand, is becoming history.

Baleno, Baleno, originally a brand in Italy, was born in 1981.

At first, it was not called Baleno, but called bin nu. In 1987, Macao Fucheng became a distributor of the Chinese market for the bin nu. It became one of the first foreign brands to enter the Chinese market.

By 1992, Hong Kong listed companies's German Yongjia group had won the trademark rights of bin Nu, and invited Zhou Runfa and Maggie Cheung to be brand spokesmen.

At that time, bin Nu was very popular. It was once regarded as a symbol of success. The ice thread that had been popular for more than ten years in the market came from. Ben Nu mercerized cotton T-shirt The fabric has created a brand to become a fabric myth.

In 1995, the Chinese trademark of BNU was officially renamed "Baleno". By 1996, the Guangzhou German wing Jia Group acquired Baleno, and formally established Baleno Kingdom Ltd and Baleno casual wear brand, which really opened up the operation in the mainland.

At first, they did not have the design ability, they gave the product development to foreigners. The manufacturers in the mainland made Baleno build their own distribution network. Later, I slowly established my own design team.

Baleno has finally become the monopolistic consumer brand of the Chinese market in 90s.

What are the brilliant achievements of Baleno?

Giordano, known as Asia's clothing retailer, entered mainland China several years earlier than Baleno. But by the year 2001, Baleno had already surpassed Giordano. At that time, there were more than 600 stores in Baleno and more than 400 in Giordano.

In 2002, UNIQLO entered the Chinese market and positioned itself as a popular leisure brand. The result was that Baleno and Giordano, which were then very popular, had fallen into disarray. In 2005, even in Beijing, the market continued to suffer losses.

Superstar celebrity endorsement, for the quality of consumer praise, Baleno looks like a big line of appearance, many rising stars have actually studied Baleno in marketing.

In those days, the rapid growth of Baleno first came from the quality of products. De Yongjia started with the production and sale of knitted yarn and knitted fabric, which ensured the quality of Baleno products and greatly reduced the cost.

Followed by Baleno's opening up speed is fast enough, accounting for the advantages of the channel. The core city's core location, the superstar endorsement, gives the brand a sense of first-line brand. The combination of Direct stores and franchising greatly accelerates the expansion of Baleno and reduces the cost of expansion.

The brand positioning of Baleno was also very clear at that time. "18-40 year old people, comfortable, natural, value for money clothing."

At that time, there was no competitive pressure in the domestic market, so it was difficult for Baleno to sell well.

Look at Baleno now, the store has turned off 3/4, and its stock has been close to 2 billion yuan.

Two

Once "drive away" UNIQLO, but it may not come back.

In 2002, when UNIQLO entered the Chinese market for the first time, it was based on its successful experience in Japan, positioning the mass leisure, resulting in the failure of Baleno and Giordano.

In 2005, UNIQLO suffered a persistent loss in the Beijing market and finally closed down.

After more than two years of adjustment, UNIQLO repositioned the consumer group in white-collar workers and expanded in the Chinese market in 2008 and 2009.

In 2006, ZARA entered China, and H&M entered China in 2007. The influx of this new trend has quickly formed a gap between domestic and leisure brands such as Baleno and Giordano, and has also brought a new concept of fashion.

ZARA, in order to grab the market with the fast fashion of the front end fashion trend, the biggest feature of H&M is the cooperation with world-class designers every year. UNIQLO has been insisting on the basic price of high quality and high price.

The same is the price of civilians, UNIQLO's "white-collar" positioning directly locked the consumer of large cities, while Baleno's 18 to 40 years old public leisure positioning was quickly squeezed out of the "fashion" circle, quickly from the "first-line brand" into a 18 line brand.

And those brands that had been leading the trend in the domestic market quickly fell into a downward path. On the one hand, the group of consumers who originally belonged to Baleno had entered the consumption level with age. The new generation of young people had more and more updated pursuit of fashion and trend because they accepted more information.

The mass leisure positioning of the 18 to 40 year olds is hard to say. The quality and civilian price that have been highly praised have long been unable to serve as Baleno's competitive advantage.

Under the fast fashion market rhythm, the traditional routines of Baleno and other brands, no matter supply chain or sales channel, have been difficult to continue.

It is a common embarrassment for Baleno to become a local vendor but not even 18 towns.

Three

Do not think ahead, spread goods do not do booth goods consciousness.

In addition to the slowness in dealing with external competition, Baleno's decline is due to the fact that it is not easy to make progress, but it does not make a difference.

1, the low price strategy.

UNIQLO, apart from being an opponent of Baleno, has another layer of relationship.

Baleno's former boss, Germany Yongjia, is one of the manufacturers of UNIQLO. With UNIQLO in China market The rapid expansion of the textile industry accounts for more and more.

Although Baleno was slightly better in the first round of competition, UNIQLO repositioned itself. But UNIQLO chose to quickly change its brand positioning and re enter, but Baleno never thought that the trend and rhythm of the market would change dramatically.

So that even after UNIQLO rallied and got on the fast lane, Baleno remained stuck in its past achievements.

And most importantly, Tokunaga Ka is one of the OEM producers. (besides, Tokunaga Ka is also a GAP, Nike, H&M, Adidas, Polo and other brand agent), but Baleno has not learned anything useful to her. Low price and price reduction have become Baleno's last choice.

With the increase of inventory pressure, Baleno will offer discount and price reduction as the main strategy of destocking. Many Baleno stores are doing discount sales all year long, and eventually lead to the collapse of the entire price system.

Metersbonwe and Semir are also closing stores. They also face inventory problems. But in recent years, their efforts in brand image upgrading, store renovation and product development are obvious to all.

On the contrary, low price and low price make Baleno very embarrassed. From an ordinary consumer's perspective, standing outside Baleno's store, it is full of discount sales words. Where is the new product? Where is the change?

Baleno, once regarded as "first-line brand", has become a symbol of cheap brand.

　 2, behind the comfort of the safety card, it is also low.

In the early days, Baleno went through the transition period with the foreign designers to the self design team, but after that, Baleno chose to play safety cards.

Compared with the international fast fashion brands such as UNIQLO, Baleno is the main player in casual fashion.

It seems to be in line with its public leisure orientation, but in fact it has gone against the tide of fashion.

Despite the high degree of applicability and low design cost, the product consumers have strong purchasing intention.

However, with the upgrading of consumption, people are increasingly pursuing the uniqueness of products. Baleno's product innovation has been unable to meet the increasingly diverse needs of consumers, and it still satisfies the functional demand that is more competitive and more substitutable.

This time, fast. fashion A small number of multi batches and high-speed turnover show absolute advantages.

Although the safety card can make up for the lack of Baleno's design ability, it makes the consumer group narrower.

In fact, over the past six or seven years, the plight of China's shoe and clothing market has broken out.

Many brands have experienced an unprecedented crisis. BELLE, Daphne, Metersbonwe, Esprit... Many brands have disappeared from the market, but many brands are actively seeking transformation.

For example, Metersbonwe, the overall brand image has been completely different from the past. Lining changed the stereotyped sports brand image and played the fashion card in an instant.

Online sales channels, Tmall flagship store as an example, Baleno fans 1 million 110 thousand, Giordano 1 million 560 thousand, Metersbonwe 8 million 650 thousand, Semir 9 million 320 thousand, UNIQLO is close to 14 million.

This is an era of volume competition. The amount of fans directly reflects the vitality of a brand, and directly reflects the difference between a brand in the Internet marketing.

Take Semir as an example, its elaborate production shows much more video than Baleno's mediocre and creative video.

At the same time, we must realize that more and more Internet brands will replace traditional brands in terms of price and product quality, and even some Internet brands already have the strength to surpass these seemingly large but aging brands in a certain category.

In 2006, Tokunaga Ka group, a director of clothing retailing (also one of the founders of Baleno), told Chen Mian in an interview with personage weekly that Baleno's future development goal is to become an aircraft carrier in China's apparel retail industry.

To a certain extent, Baleno achieved a small part of its goal. Its volume is large enough, and there are four sub brands of living geometry, pure legend, I.P.Zone and Ebase.

But in the end, in 2016, the German Yongjia group had sold Baleno Shanghai company for 250 million yuan to Shanghai Hui Ye Industrial Co., Ltd.

Here, brother Dao wants to give two more examples.

Some people have better interpreted consumption upgrading as "consumption classification", which is regarded as one of the best examples of consumption classification, because it accurately grasped the sinking market.

In 2017, the shoe king BELLE took off the market. CEO Sheng Bai Jiao said, "it is still not possible to drive a computer, even WeChat. It has not made a good prediction of the market changes."

It is a sad thing to be on top of the world.

For Baleno, it's hard to listen.

They didn't do the goods in the booth.

We should learn to learn more, and sink to the bottom.