Why Did Baleno Become Low?

According to the world clothing shoes and hats net, there is such a

The brand is a lot of memories after 70 and 80, Andy Lau once endorsed it, Guo Jingming wrote poems for it, and Huang Bo used it to make a bridge in the movie.

But eventually it becomes a low end.

Pronoun, and gradually disappeared in the eyes of people.

At the price of Andy Lau, they usually speak for big names, but in the early years, there was such a clothing brand that once invited Liu Tian Wang to endorse it.

Yes, it is Baleno, but it has to be said that even if the king is invited, the endorsement effect is not good.

However, in order to repay Baleno, Andy Lau later supervised the crazy stone, and plotted Huang Bo's stupid thief to make an oral propaganda for Baleno free. That is the well-known brand, Baleno, and the ending is also very embarrassing.

Because, according to the law of attraction, where can a good baby be remembered by a low intelligence quotient?

Although it has earned enough eyeballs, it has changed from the symbol of fashion to the pronoun of low price. After that, how many people avoid Baleno?

It also reminds us of Andy Lau's story in another movie, "no thief in the world": Andy Lau's "cheating trick" raged the door of the car and shouted to the security guard in the District, "drive a good car must be a good man!" and then everyone thought BMW was a bad car, and later, "crying in a BMW car" pushed the impression to a climax.

Imagine, but if a positive image is propagandize, Baleno may die a little slower.

Of course, it is not cold for a day to freeze three feet. If we want to push all the pot to Andy Lau and Huang Bo, it will not be fair to them either.

Running across UNIQLO, hiding the crisis

Baleno, born in 1981, is the brand of Italy. It began to operate in Hongkong in 80s.

After entering the mainland, business was not ideal for various reasons.

In 1996, Hongkong's German wing Jia Group Limited acquired it and launched the Guang Zhou Friendship Baleno Company Limited, and then repackaged it, so Baleno was reborn.

It is said that on the first day of entering the mainland market, coinciding with the opening of Tianhe City in Guangzhou, Baleno unexpectedly acquired a berth for other brands to rent out, and opened the first exclusive store on the counter attack, and the result was there, and the fire spread all over the river.

Guo Jingming wrote little about it:

I was in junior grade two.

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.

Excerpt from Guo Jingming, "your life is so long".

Every busy section of the city centre has it.

Andy Lau and Faye Wong endorsed it.

At that time, Baleno was dominated by casual clothes, and the age of the consumer group was 18 to 40 years old. Simple and generous design was welcomed by young people at the moment.

With good quality and fair price, pure cotton will never be adulterated. 39, a T-shirt is dressed cheerfully, and after sale service is added, buying trousers and changing trousers. This service was never thought of in other stores at that time.

(at that time) shop display was very advanced, and the lighting and background music were very exquisite.

So you see, how important the store image is!

Moreover, the market is in short supply stage. Baleno has few competitors, and the brand is running smoothly, so it quickly occupied the mainstream business circles all over the country.

Morima Mikuni was later, when the independent brand as long as the product is perfect, who has not earned a pot bowl.

After the red, Baleno clothing company began to accelerate the expansion of money, expand different types of clothing brands, in addition to Baleno, there are living geometry (S&K), interactive zone (I.P.ZONE), pure legend (BAMBINI), water Rainbow (Baleno Attitude), clothing color and so on.

In 2002, UNIQLO just entered China. Because of its successful experience in Japan, it became a popular leisure brand. It was shattered by the then Baleno and Giordano. In 2005, it even suffered a continuous loss in the Beijing market.

After running the UNIQLO, Baleno has reached its peak. There are 4404 stores in the country (as of March 2012), but behind the bustling business, the crisis is coming.

Not fast enough, not enough tide, do not know marketing!

With the development of the times, the clothing market gradually emerged many independent brands, such as Metersbonwe and Semir, which originated in Wenzhou, and then came to the reform and opening up. The influx of a large number of fast fashion brands came from abroad. Baleno was caught in a state of internal and external attack.

Once defeated, UNIQLO has made a comeback -- repositioning the consumer group as a white-collar worker and expanding in the Chinese market in 2008 and 2009.

With the fast fashion brand ZARA and H&M entering the Chinese market, UNIQLO finally put Baleno and other low-end brands far away.

Yes, at that time, Baleno was already a low-end brand in the eyes of foreign brands.

Moreover, compared with the operation mode of fast fashion brands, Baleno still has several months to design and produce a garment according to the traditional production process.

UNIQLO and other international fast fashion brands, new products update speed up to one or two weeks, a small number of production, and Baleno, Giordano these old clothes for a long time no new contrast.

{page_break}

So Baleno has lost the first point: not fast enough.

As the economy has developed, people have purses and fashion tastes have gradually improved. Compared to the old T - shirts and Polo shirts that Baleno has long lost, the fashion styles of the foreign brands, H&M, and Zara, are so fashionable.

With Huang Bo's intention to insert willow, Baleno is far away from fashion in the eyes of consumers.

So Baleno was defeated in second points: not fashionable enough.

Even if the internal and external attacks are even worse, inventory backlog is the biggest internal trouble for Baleno. In order to solve this problem, Baleno has adopted a low price strategy.

But this low price strategy has put Baleno in an awkward situation when consumers grew up and bought high-end brands.

Looking at the flagship store of Baleno, you will find that the price of goods with a monthly sales volume of more than 1000 is about 39 yuan, 69 yuan, 89 yuan, 99 yuan and so on. The first sales item is 2 men's 79.9 yuan men's short T, which is 40 yuan.

Moreover, due to the lack of marketing, Baleno's attention on the main business platform is the least among other brands in the same period: Baleno 820 thousand, Giordano 1 million 330 thousand, American bond 6 million 250 thousand, Semir 6 million 600 thousand, A21 (YISHION) 3 million 480 thousand.

So Baleno has lost third points: lack of marketing.

The "stepmother" mercilessly "sold".

In fact, the acquisition of Baleno's German wing Jia is also one of UNIQLO's OEM, Baleno's stepmother, is also the mother of UNIQLO.

But obviously, he did not learn anything useful for Baleno from his own work for UNIQLO foundry.

In the wake of the decline of Baleno's brand name, life geometry and other retail brands and the growth of textile manufacturers of UNIQLO, the German stepmother chose the latter because it can bring stable profits and share prices to the company.

So, last year, at the price of 250 million, de Yongjia sold the "foster son" of Baleno.

Now in the first tier cities, Baleno has been very rare. There are only 43 stores in Hongkong, 54 shops in Shanghai, 56 in Beijing, and more in Guangzhou, but it has already left the mainstream business circle, but it can only be seen in small shops on the street.

There is no weak market, only weak products.

The failure of Baleno is also a microcosm of the brand of the same age. They are brave to move forward, they are fearless, and they do not regard consumer demand in their eyes.

In front of any market, enterprises that do not respect consumers sooner or later will be swallowed up by the market. Baleno is a case.

More interesting reports, please pay attention to the world clothing shoes and hats net.