After receiving “FUN 7.8 million sales from all three stores,” they received a number of telephone calls, including large brand dealers who are interested in building their own brands, and manufacturers with more than 10 years of experience in foundry work. . In the eyes of these merchants who are interested in buying the FUN brand, "FUN's brand value is still there. The key lies in how to reorganize packaging."

Coincidentally, like FUN, the Bossini brand, which had dominated consumer trends 10 years ago, may have ushered in a new owner.

Investors negotiate to purchase Baoshilong

Recently, Bao Shilong’s announcement pointed out that Luo Jiasheng, the major shareholder of the company, informed that an interested investor is negotiating with him for the stake held, but the parties have not signed a formal agreement. It is reported that Luo Jiasheng currently holds Baoshi. 68.58% stake in Long. This also means that if this acquisition is reached, the Baoshilong brand will usher in its new owner after more than 20 years of operation.

According to public information, Baoshilong was founded by Luo Dingbang, the founder of Roche Knitting in Hong Kong. In the early 90s of the last century, Baoshilong entered the mainland market. The first store had caused a sensation when it opened in Guangzhou. From 1996 to 2002, Baoshilong was established in Beijing, Shanghai, Shenzhen, Wuhan, Nanjing, Chongqing and Tianjin. Branch offices, and vigorously expand the mainland market.

Due to large-scale expansion and the establishment of a large number of franchise stores, coupled with the increase in competition among the industry, in 2006, Baoshilong suffered a loss in the performance of the mainland; in 2007, Baoshilong launched a brand innovation plan and closed some of its stores in the Mainland. As of the end of last year, Baoshilong had 42 direct sales stores in Hong Kong and 316 and 161 franchise stores in the Mainland respectively.

According to the semi-annual financial report released by Baoshilong since December 2008, the company's earnings increased by 27% to 51.51 million yuan, mainly due to the well-controlled cost and reduced tax expenses. The company's turnover slightly rose by 2.3% to 1.185 billion yuan during the period. However, the Mainland business, which accounts for nearly 20% of its revenue, is still seeing a loss. It still has a loss of 7.76 million yuan.

Casual brand faces transformation

Transfer of equity, sale of trademarks, closing of stores, strategic upgrade... Facing the rise of international brands and the rise of domestic brands, FUN, Baoshilong, Giordano, Baleno, etc., began to enter the Chinese leisure brand 10 years ago. , have to face the transformation after the pain.

“Are you not listening to the clapping at the entrance of those leisure shops? Yes, everything has changed.” Some media have described the development of casual brands today. Overnight, the four major cheap fashion brands have swarmed into the market. Regardless of style, cost or channel, the casual brands in the old days have gradually become obscene.

Taking Meters Bonwe as an example, in 2005, the subsidiaries of Meters Bonwe all suffered a total loss of 40,439,200 yuan; in 2006, except for Shenyang Meters Bonwe and Beijing Meters Bonwe. Apart from profit, other subsidiaries still suffered losses, totaling RMB 40,515,400.

In August last year, Meters Bonweh successfully achieved listing financing. At the beginning of this year, the company employed 5,000 people and claimed to expand. Not only must the funds be used to occupy the market, but Meters Bunway invested heavily in the high-end brand ME&CITY.

Adjusting the brand strategy to the high-end development seems to have become the unanimous goal of the casual brand. In 2007, Baoshilong began to gradually close its other brand of Sparkle stores for young consumers to deploy resources to focus on the development of BOSSINI and the relatively high-end BOSSINI.TYLE brand. In this year, Baoshilong closed a total of 115 companies. There are 14 stores in Sparkle and BOSSINISTYLE.

Whether it is the reshaping of billions of dollars in brand rebranding or high-profile expansion of store plans, there are various signs that the competition in the casual wear market is accelerating.