Fast Fashion Brand Baleno Will Face Selling And Restructuring

According to reports, Hongkong

The company has announced that it will sell its subsidiary company at a price of 250 million yuan.

Baleno Kingdom Limited.

This fast fashion brand, once popular in the mainland, will face the fate of selling itself.

Founded in 1981, Baleno was first operated in Hongkong, and then entered the mainland market in 90s. It developed quite rapidly. It has branches in Guangzhou, Beijing, Shanghai, Wuhan, Changsha, Heilongjiang and other second-tier cities, and business extends to Taiwan, Singapore and the Middle East.

But now, Baleno has only 43 stores in Hongkong, and 54 stores in Shanghai.

It is the 56 one. Although there will be more in Guangzhou, the brand has disappeared in the mainstream shopping centers and shopping malls. Instead, it is a small shop on the street.

Insiders say Baleno has fallen to the third tier of domestic apparel brands, and its decline is no longer two days a day.

As early as the beginning of this century, when the Metersbonwe and Semir of private apparel enterprises in Jiangsu and Zhejiang grew up, Baleno began to go downhill.

In addition, changes in the domestic consumer market have made Baleno feel confused.

Yang Xilun, a brand expert, believes that young people nowadays have both brand knowledge and spending power, and brands like Baleno have little attraction for them.

In the face of fierce market competition, Baleno, which initially positioned high-end products, began to adjust prices, and now a T-shirt sells for only 29.9 yuan.

Fashion experts say that Baleno has not been able to keep up with the trend. Their stores have few styles and are slow to update.

At the same time, Baleno is not as active as the mainland clothing brand.

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In fact, not only Baleno, but also Hong Kong brand such as Giordano and burshlung have not had much action on the Internet, and their golden age is no exception.

According to people familiar with the matter, the Baleno company in Shanghai is actually a sales company. According to the current business situation, dozens of shops sell 2.5 billion, and Tokunaga Ka group is not only losing, but also selling expensive.

It will take a lot of effort for new owners to run such a "vulnerable" brand.

Wang Yong, Secretary General of the brand China industry alliance, said that as long as the buyers and sellers feel appropriate, there is no question of selling too expensive or too cheap.

Yang Xilun, a brand expert, thinks that judging whether the deal is suitable, whether Baleno's brand matches with the buyer's resources is also a very important consideration dimension.

De Yongjia group said that because the company is currently restructuring, the sale of Baleno Shanghai company can optimize resources, and is conducive to the future development of the company.

Wang Yong, Secretary General of the brand China industry alliance, said that for Baleno, it is already an asset that needs to be processed.