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In the memories of the post-80s and post-90s, domestic clothing brands such as Metersbonwe, Baleno, Semir, Tang Lion, and Yichun were once representatives of fashion, and the clothing brands that had to buy a piece of food and money at the beginning were now what?
Some of them struggle to survive; Some strive for transformation; Some simply put it out, and more are in the state of "no such person found". How many of these smash hit "high street brands" do you remember?
((1)) La Chapelle
Since its establishment in 1998, La Chapelle has been full of power, and the streets and alleys are almost full of its stores or its brands, known as "China's ZARA".
You can say that you haven't bought the clothes of the main brand La Chapelle, but these brands under it account for almost half of the popular brands on the market at that time, the big brother of the proper domestic clothing brand!
However, as the design sense of clothes cannot keep up with the times, the brand has gone downhill, the quality of clothing has become uneven, and management and quality control problems have emerged one after another.
Some sisters complained that a pair of denim shorts bought at La Chapelle seriously did not match the pictures, and the seller showed boxers and got briefs. It is clear that the size S is marked, but it is ridiculously large to wear.
At a time when major e-commerce brands are in full swing and independent designer brands are springing up, La Chapelle can only be helpless to be insolvent, bankruptcy and liquidation, which cannot be described as embarrassing.
((2)) Aylian
Aylian should be the originator brand of "pure desire net red wind", standard broken flowers, ribbons, girl powder, puff sleeves are synonymous with Aylian, more than ten years ago, it can be said that many middle school girls wear the ceiling in the heart.
I invited Big S to endorse it early, and now it seems that I can't bear to look at it directly, and at that time, I was the princess master!
Because of the blessing of Big S, Aylian once became popular in the entire Asian market, and even became a benchmark of "ritual sense" in the hearts of a generation of girls, and also set off a ladylike style, and the girls in the class at that time did not buy a few Aylian support scenes for the New Year.
As a fashionable trendy, you can't do without such a classic "tears of the times" model in your wardrobe, and it still seems to be "sweet"! ▼▼
When the era of ancient idol dramas passed, Ayilian even became synonymous with "soil" for a while, although it has now changed to a more popular style, but it is already a state of "few people".
((3)) Egger
At that time, the brand of Egger was a symbol of the rich, compared with Jeanswest and Metersbonwe with an average of about 100 yuan for a shirt in the same period, a shirt of Iger cost four or five hundred, and any coat cost more than 1,000 yuan, which was the "big brand" in the eyes of countless people when they were children.
Although it is not cheap, it still can't stop it from selling, and the strong French style quality is also passed, and this Iger dress bought in 06 is not outdated now. ▼▼
However, because ZARA, GAP, H&M and other fast fashion brands entered the country, e-commerce brands have also risen, forced by inventory pressure, Iger adopted a "discount" strategy, although it alleviated the backlog of inventory, but let the brand completely become a hypermarket women's clothing, the vicious circle of sales plummeted.
Now Iger has ended the women's wear business, only focusing on the underwear sector, no wonder some sisters sighed: when I was a child, I wanted to buy without money, but now I have money but I go out of business.
(1) Trend Front
The earliest impression of the post-80s and post-90s fast fashion brands is most likely not ZRA or HM, but this local fast fashion clothing brand. At that time, with the Korean Wave, the traffic password was opened, and it sprang up under the situation that big names such as Metersbonwe, Semir, and Jeanswest divided the market.
The spokespersons of their family are all well-known big names, Nicholas Tse, Song Huiqiao, Chen Huilin... Any one put it until now, the endorsement fee is not cheap.
Before UNIQLO has not expanded in China, the trend front has already followed the Uniqlo model, only responsible for design and sales, production outsourcing for rapid expansion, at the peak in more than 30 provinces and cities across the country opened more than 2,000 stores, a veritable fashion top brand.
In the third- and fourth-tier markets, the trend front line is almost king, and the annual income of 18 billion makes the founder the richest man in Dongguan.
But as the popularity of the Korean Wave subsides, the Korean Wave is becoming less and less popular, and when other clothing companies throw money and desperately engage in brands, the trend front line does the opposite, and begins to abandon its own brand design and change to a wholesale sales model.
As a result, the trend front line that has lost brand tonality is increasingly without consumers paying.
Now the parent company of the trend front has lost more than 7 billion yuan per day in the past three years, and the company will also face delisting, and the former generation of clothing giants has fallen to the altar.
(2) Baleno
Mention "Baleno", even people who have not bought it will feel familiar, this brand can be said to be the "first-line trendy brand" twenty years ago, stores are opened in first- and second-tier cities, the hottest time, in the pedestrian streets of Beijing and Shanghai, you can see a Baleno store every few minutes.
The spokesperson is also one of the top big stars, Andy Lau and Faye Wong are its spokespersons.
There is also Huang Bo's famous work "Crazy Stone", in which there is a classic line: "Brand goods, Baleno", which has made Baleno a household name clothing brand.
Uniqlo, ZARA, and HM have entered the mainland, but consumers don't recognize them at all, and only love Baleno.
With the market saturation, the brand aging, single tonality, lack of design, Baleno's market competitiveness is getting weaker and weaker, and it has begun to embark on the route of price fighting, slowly withdrawing from the first and second tier markets.
In recent years, in the mainstream business districts of first- and second-tier cities, Baleno can hardly be seen. Offline stores have shrunk significantly, and online sales are also very average.
(3) Metersbonwe
At that time, Metersbonwe's phrase "unusual road" was simply popular throughout the country, and the pedestrian streets of every city could not have KFC and McDonald's, but there would definitely be a super large Metersbonwe.
I think that when Jay Chou endorsed him, he was still a teenager, and now he is the father of several children, Pan Weibai, Zhang Shaohan, and Yang Ying are all big coffee stars who are still active now.
In 2012, Metersbonwe was also selected as one of the "Top 100 Most Valuable Brands in China", and founder Zhou Chengjian ranked 18th on the Hurun Report.
With the rapid expansion of stores, Milbank also fell into inventory pressure, founder Zhou Chengjian in order to alleviate financial pressure, and became obsessed with capital operations, so that Milbank's stock fell sharply, so that Milbank's continuous losses began.
In recent years, layoffs, store closures, and house sales, Milbank has been struggling to survive, and in just three years, Milbank has reduced its employees by 3,772.
01, Antarctica
Antarctica, a brand that started as underwear, founder Zhang Yuxiang innovatively found DuPont in the United States to cooperate with the development of "cotton + lycra", so that the comfort and beauty of underwear was greatly improved, and 1 billion was earned!
But with the financial crisis and the increasing competitive pressure of peers, founder Zhang Yuxiang chose to lie down directly, sell all his factories, and keep only the three words "Antarctica".
Since then, Antarctica's socks, shoes, children's clothing, curling irons, hot water bottles, only you haven't met, nothing you can imagine, Antarctica has completely become a brand, as long as you give money you can use his brand.
02, Hengyuanxiang
Many people have heard this brainwashing slogan when they were children: "Hengyuanxiang, sheep and sheep". Hengyuanxiang was originally the same wool fabric brand as Ordos, and made its fortune by selling wool, which would weave sweaters and would go to Hengyuanxiang to buy wool, carrying 90% of the country's pile sales.
Later, Hengyuanxiang launched a series of thermal underwear, because of the good impression of the old domestic brand, it sold very well.
Perhaps because Nanjing people are easy to earn, Hengyuanxiang has also begun to sell its own brand, gloves, socks, bedding can almost see Hengyuanxiang's brand, but also let repeated consumers have palpitations about this brand, word of mouth is not as good as before.
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