< p > < strong > < a > href= > http:// > m.pmae.cn/news/index_c.asp > profit > /a > decline: 388 shops close < /strong > /p >

< p > "business is worse than before. It has been less than a year."

Faced with the question of how the business is going, many salesmen from the counter told reporters.

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In June 26th, P visited Wangfujing, Xidan and other prosperous business circles in Beijing, and found that Baleno's sales growth narrowed.

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< p > > a href= "http://? m.pmae.cn/news/index_c.asp" > Xicheng District < /a > a special staff member, Ms. Zhang began to contact Baleno and other leisure brands in 2006.

"Like many brands, sales are up to 5 million yuan in the year. On Christmas day and new year's day, there are often queues in front of the fitting room, where customers queue up for clothes and queue up to pay."

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< p > "the rise of online shopping has a greater impact on them. Many of the same styles of" a href= "http://" m.pmae.cn/news/index_c.asp "> clothing < /a > prices are more expensive than online, and consumers will naturally make a choice.

Consumers who like these brands have already entered the workplace. When the income level rises, they prefer more upscale brands. The price of clothing such as Baleno is not big, and it is still hard to lock young consumers.

A person in charge of a special counter in Xicheng District told reporters.

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Less than p sales will inevitably lead to an increase in inventories.

According to the German Yongjia financial report data, as at the end of March 2014, the stock of German Yongjia was HK $1 billion 898 million, although it declined slightly compared with the same period last year, but high inventory has become the inevitable difficulties faced by these brands.

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< p > behind the decrease in revenue is the decline in sales performance.

Recently, German wing Jia announced that as of the end of March 2014, the total revenue of the group decreased by 12.4%, down 12.37% from the same period last year, and the net profit for the whole year was HK $668 million, a decrease of about 9% compared with the same period last year.

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< p > while profits are falling, Baleno is also adjusting its business layout.

In 2013, de Yongjia closed 224 stores in the mainland, closed 388 in 2014, and reduced sales staff by 3782.

Among them, 388 stores closed this year accounted for nearly 10% of the total number of 3820 stores in March 31, 2013.

In addition, the number of stores in China's Taiwan region has also decreased by 75, while that in Hongkong and Macao has decreased by 2.

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< p > it is worth mentioning that according to the Beijing clothing industry and Commerce Bureau in February this year, circulation clothing monitoring results show that some of the market's clothing fiber content, color fastness and other items do not meet the relevant standard requirements, the 16 kinds of clothing fiber content is not qualified, including the Guang Zhou Friendship Baleno Company Limited production of "Baleno" women's knitted coat.

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< p > industry insiders say that quality and light marketing mode and marketing method are the main reasons why Baleno was finally eliminated by the times.

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< p > contact a staff member of Baleno Beijing branch, and do not know anything about closing shop. More information can be asked about Guangzhou branch.

And the customer service telephone of Guangzhou branch on its official website is always unanswered.

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< p > < strong > the pain of expansion: Baleno's ups and downs < /strong > /p >

< p > according to public information, Baleno is a Italy brand. It began to operate in Hongkong in 1980s. However, Baleno's development in the mainland has always been mild, steady and delicate.

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< p > 1996, Hongkong de Yongjia Group Co., Ltd. acquired the trademark of Baleno, and founded Guang Zhou Friendship Baleno Company Limited to repackage Baleno, locking it for people aged 18 to 40. The main line is the young line, with Baleno, S&K, I.P.ZONE and Ebase four.

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