What Are The National Brands That Are More And More Quiet After 1980S?

National brand memories

Us, Baleno, JEANSWEST, Esprit... These national brands that once spread all over the shopping mall of the shopping mall can hardly stand for 30 years and maintain their youthful vitality. Some of them are constantly trying to internationalize their pformation. Some of them are retreating in the 35 line market, and there are some other ways to sustain their losses. Why do they have such a big gap in the same period? First, let's take a look at the national reputation of these more and more quiet memories.

Baleno selling

According to the 2018 annual report released by Baleno's parent company, Germany Yongjia group, as of March 31, 2018, the company's clothing business associates revenue decreased by 57.6% to HK $313 million as of March 31, 2018. It should account for a net loss of HK $3 million, a 62.5% decrease. Meanwhile, due to the rising wage costs, the company has closed its factories in the mainland of China.

Baleno is the memory of many post-80s generation. It was born in 1981. It is Italy brand, and it began to operate in Hongkong in 80s.

Once Andy Lau endorsed, Guo Jingming wrote poetry for him, Huang Bo used it as a bridge, but now it has become a "100 yuan and three pieces" low-end brand pronoun. Step by step the business circle has regressed and disappeared in the line of sight.

Guo Jingming wrote it in his book:

I was in junior grade two.

I have the first pair of LINING.

。

I began to feel

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".

The market was in short supply, as the first fashion brand in the mainland, Morima Mikuni was later, the store was good display; most important was the excellent product, fair price; plus the after-sale service addition, in the early twenty-first Century also run excellent clothes store, the national store reached 4404 in March 2012.

However, with the development of the times, many independent brands such as the United States and Semir are beginning to take the lead. A large number of fast fashion brands are pouring into foreign countries. Baleno is not fast enough and not enough to tide over. They are still keeping up with the trend.

A slight look at Baleno's flagship store will find that the first two pages of sales are actually not low, but the price of goods is about 39 yuan, 59 yuan, 79 yuan, and 99 yuan.

I'll give you 5 yuan, or 34 yuan.

In fact, we can see that the flagship store has worked hard to rebuild its brand image. The discount of stores is too crazy, but the quality of products is not fashionable enough. The loss of brand image and the low-end positioning are also difficult to turn around.

The burger lion lost its fortune.

Burshlung International released half a year's performance as of December 31, 2017. The group achieved a revenue of HK $974 million, a year-on-year decrease of 4.68%, a net profit loss of HK $11 million 822 thousand, and a net profit of HK $16 million 904 thousand in the same period last year.

In the earnings report, burshilong attributed the loss to the fact that the clothing retail market continued to be weak but fierce competition, coupled with foreign exchange fluctuations, led to a decline in profits related to retail business and export franchise business in Hongkong and Macao.

In addition, due to the implementation of the "one Monday trip" policy in mainland China, coupled with the change of passenger consumption pattern (more in-depth tourism instead of retail shopping), this unfavorable factor led to a fall in store consumption, thus affecting the retail sales of Hongkong and Macao, which accounted for more than 50% of the group's total revenue.

At that time, the burgers and Baleno and Giordano were the three giants in the fashion industry.

Thanks to the tide of tourists in Hongkong, burshilong was listed on the Hong Kong Stock Exchange in just six years.

This was very rare in the clothing industry at that time, and even Baleno did not develop rapidly.

In the 90s of last century, there were very few leisure and fashion brands in the mainland.

Most of them are mainly business clothes, and the demand of the younger generation of consumers is not satisfied.

So the development of burshlung into the mainland market is so fast that it is time to step on the right side.

As the most famous brand of leisure clothing in Europe and America, Hongkong is well known for its simplicity and fluency.

However, although the founder of the textile mill was born, there were many problems in quality inspection, such as poor quality, low fashion, basic price and less than 100 yuan, and the two slow and slow business models, which could not keep up with the fast pace of the times, could only be forgotten by the times.

Esprit loss warning

0330.HK, the Esprit parent company, issued a profit warning: the Group expects to lose HK $2 billion 170 million -22.7 in the fiscal year ending June 30, 2018, compared with a loss of HK $102 million in the same period last year.

You are not mistaken. This year's loss is expected to be 20 times that of last year.

Esprit's Asian agent in 1972 was the husband of the national goddess Brigitte Lin.

In the 2000, there was already a sense of training Chen Li, and many stars went to sweep the goods with their bodyguards.

The Esprit of the year was the international trend brand of many young men and women. It was compared with Metersbonwe and Sam ma. (yes, it was also the reference of Smith Barney and Semir).

Many people are frugal, just to buy a Esprit dress, once a fashion NOKIA.

But from 2008 onward, on the one hand, it has the influence of financial crisis. On the other hand, fast fashion brands enter China, the market share is beginning to eat away, the traditional Esprit of retail mode is overburdened, the management of stores is loosened, the way to clear inventory is abandoned, and customers are gradually lost. In the past few days, the Australian market, which has worked hard for over 30 years, has been withdrawn. Esprit is no longer able to satisfy consumers now, whether from cost performance or shopping experience.

US bond enters 35 tier cities

In the most brilliant 2008, Metersbonwe has 100%, 66% and 33% coverage in the one or two and three tier cities nationwide, especially after signing Jay Chou as spokesperson. Metersbonwe has also been on the red for a while, and its distinctive billboards can be seen in all streets and lanes.

However, since 2012, Metersbonwe has been in decline for several years.

From Metersbonwe's nearly three years of earnings data, Metersbonwe's revenues in 2015, 2016 and 2017 were 6 billion 295 million yuan, 6 billion 519 million yuan and 6 billion 472 million yuan respectively, while net profit was 432 million yuan, 36 million yuan and 305 million yuan respectively.

Among them, the loss of Metersbonwe in 2015 reached 396.57%, and the deficit in 2017 was as high as 942.95%. In 2016, it lost profits temporarily, and its main contribution was the sale of Shanghai Mei Bang subsidiary.

So Metersbonwe announced recently that it will promote the strategic plan of "100 cities and thousands of stores" in the 35 line cities.

Choose the 35 tier cities as the starting point, and try to solve the performance dilemma of Metersbonwe's losses in successive years through the way of channel sinking.

According to Metersbonwe's first quarter report released in 2018, Metersbonwe's revenue was about 2 billion 178 million yuan during the reporting period, an increase of 30.12% over the same period, and net profit of about 50 million 410 thousand yuan, an increase of 74.21% over the same period last year.

Compared with the performance in recent years, this year's performance is not easy. It also proves the feasibility of brand upgrading and channel sinking on the other hand.

JEANSWEST sells HK $800 million

Hongkong's famous casual wear brand, Jeanswest, JEANSWEST operator, has announced that it will sell the mainland's clothing retail business which has been losing money for years to the founder and major shareholder Yang Zhao and Yang Xun brothers, focusing on profitable businesses and brands in Hong Kong, Macao and Southeast Asia.

The paction price of retail business is HK $800 million.

Up to 5 months before May 31, 2018, 12 months before December 31, 2017 and 12 months before December 31, 2016, JEANSWEST's mainland China business recorded pre tax profits of HK $-4532.0, HK $-5045.3, HK $31 million 199 thousand, and after tax profits of HK $-4594.2, HK $-4509.6 and HK $66 million 747 thousand.

JEANSWEST in mainland China

In the end of fiscal year 2017, JEANSWEST operated 1298 stores, compared with a net loss of 270 in 2016. Among them, 919 of franchise stores decreased by 202 compared to the same period. The retail sales volume of brand business was HK $1 billion 608 million 600 thousand during the period, compared with 1 billion 931 million 300 thousand Hong Kong dollars in 2016, which dropped by 16.71%, of which the direct business income accounted for 58.93%.

Now, even the industry insiders in the design circle, the impression of JEANSWEST is probably the annual JEANSWEST cup.

Of course, in addition to these "street" national brands, there are also some new tide brands that have been actively reforming from the bottom line of the National People's Republic of China and have fought beautifully.

Based on the above data (incomplete) conclusion:

The 1.2008 year financial crisis has a great impact on the clothing industry, such as Esprit and the United States.

Two

The concept of brand image is a double-edged sword for brand development. Brand needs to adjust the brand in different market situations and keep pace with the times.

Baleno and other brands are greatly affected by this. Under the inherent concept, brands will be restricted by development.

3. the essence of the brand is quality and design, no quality, and the design is not fashionable. Nowadays, consumers are less loyal to the brand. Nowadays, there is no way to attract consumers.