Domestic casual clothing brand ambush second "sell" before and after
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Recently, FUN, the founder of domestic casual wear, was listed for sale and transferred its trademark at a price of 7.8 million yuan by Shanghai Fanhe Fashion Co., Ltd., a brand owner. Once upon a time, FUN started from Fujian and was once a leader in the domestic casual wear market. It has become an "banner" of the industry. However, the number of years did not pass the prosperous days, the brand will fall into the cheap "sell themselves" situation. 300 stores all closed Xiamen Fan School Clothing Co., Ltd. official confirmed that the current FUN (FUN) in China, 300 stores have been closed, it is proposed to sell all types of registered trademark ownership. It is understood that the inventory of goods (FUN) 270 stores have all been sold abroad, employees have been dismissed in accordance with the contract. Prior to the Xiamen Fashion Co., Ltd. Fanfan plate drive (FUN) production, has been to take the foundry approach. Prior to the former owner of Xiamen Faye Garments Co., Ltd., FUN was owned by Xiamen Fenfa Enterprise Co., Ltd., a wholly-owned subsidiary of Fenghua International Holdings Co., Ltd. Its headquarters are in Fleming Road, Wanchai, Hong Kong On the 7th, Haifa Commercial Building, 13th Floor, the main shareholder for the company chairman Chen Xingzhou. Fenfa International Holdings Limited is a company listed in both Hong Kong and Singapore at the same time. Its subsidiaries are Xiamen Fenfa Enterprise Co., Ltd. and Hong Kong Bennett Holdings Limited. Xiamen Fen Enterprise Co., Ltd. also owns the garment factory, knitting factory, bleaching and dyeing factory, washing plant and Anxi Fen Enterprise Co., Ltd. and other branches. In May 2008, Fenghua International Holdings Co., Ltd. issued a public notice saying: "A wholly-owned subsidiary, Xiamen Fenfa Enterprise Co., Ltd., transferred the FUN trademark to Xiamen Fanpai Garments Co., Ltd. at a price of RMB 20 million .FUN registered trademark is used exclusively for fashion , Shoes, hats, etc., valid from July 21, 1997 to July 20, 2007. The certificate was renewed on July 5, 2007, valid from July 21, 2007 until 2017 7 On the 20th. "At that time, Xiamen Fanpai Garments Co., Ltd., in addition to purchasing the trademark ownership of 20 million yuan, also purchased FUN stores, goods and sales channels. If only to sell at the reserve price, Xiamen Fanfashion Clothing Co., Ltd. holds FUN trademark only 14 months, a substantial decline of 12.2 million yuan. For the motivation for the sale of FUN trademark, Xiamen, the relevant person in charge of Garments Co., Ltd. said: "The initial purchase of the sign (FUN) is to integrate, to create a discount casual brand, but the brand itself is not enough, In the process of restructuring did not keep up with the situation, the operation into trouble .If the brand all re-build too much cost, it is better to do a new brand. The company has introduced a well-known European sports brand, it will be listed on the FUN trademark transfer. "It is reported that Xiamen sail Clothing Co., Ltd. sent the "parent company" - Xiamen Chuan Yu Group started in foreign trade, the main business for the manufacture and export of sports apparel and other related accessories. Monopoly retail pioneer It is understood that in 1985, Singapore businessmen in Xiamen before the establishment of the temple to work hard Enterprise Co., Ltd., the United States well-known brand FUN casual wear successfully imported into the Chinese market, the main products are FUN (FUN) jeans and casual wear series , Including denim, sweaters, shirts, pants, T-shirts, sneakers, socks, caps, bags, belts, glasses and more. FUN (FUN) dominated by American culture, the main push the concept of Western cowboy. FUN advocates the life concept of "LifeinU.S.", Advocating a lifestyle with fashionable, dynamic and energetic style while leading the consumer trend. As the first casual apparel brand that landed in China in the form of retail monopoly, the birth of FUN started to make people familiar with the pattern of monopoly retail. Coincided with the early reform and opening up, western pop culture in China has the rapid spread of potential, FUN (FUN) with the help of a large number of urban young people. FUN (FUN) also introduced foreign denim accessories and manufacturing processes, with rapid occupation of China's mainstream high-quality apparel market. Especially after 2000, the FUN (FUN) once with its spokesperson, popular singer Adu Husoud songs popular in the north and south, the number of stores reached more than 500 once. Decline 1995 began, the international apparel brand began to enter the Chinese market, stimulating the rapid development of domestic brands. After 2000, FUN (FUN) to adapt to competition, expand the product areas, cut prices, and participate in the second and third tier marketing competition, was a brand leader. After 2005, faced with flocks of foreign brands, FUN started to decline. For the poor management of FUN in recent years, the relevant person in charge of Xiamen Fanpai Garments Co., Ltd. explained: "Before we took over FUN, it did not operate very well. After 2005, the major domestic brands due to the sale of products Large and complete, and there is no differentiation, the price war between brands, strength and forward-looking brand rapid transition to a personalized brand and FUN in this wave of transformation did not keep up with the needs of the situation, resulting in business into trouble , The impact of the economic crisis is even worse. "Homogenization led to" killing "expert analysis said that the early 80s and early 90s of last century with the background of Hong Kong capital FUN, Bossini, Giordano, Baleno and other first into the mainland market, as China's clothing Including leisure clothing market leader. A full decade, as the domestic apparel market in a typical vendor market in short supply, these companies occupy the domestic apparel market, the brand name status. However, the problem arose, and everyone adopted an undifferentiated marketing strategy that resulted in a serious homogenization of the product and the marketing even of the brand. Thus, a position "killing" is inevitable. In fact, FUN original store size has been difficult to rank among the domestic camp "first camp." It is understood that Bossini currently has 316 outlets and 161 franchised stores in the Mainland respectively. As of 2008, Giordano has a total of 1949 stores in the world, including nearly 900 in mainland China and will open new stores in mainland China in the future. Deleja Group Belle Road apparel, as of the end of 2008 its domestic and foreign self-owned stores and other types of business Benny Road store about 3,700. As for the momentum of strong domestic casual wear brand Metersbonwe, the total number of stores by the end of 2008 has reached 2,698. Facing the sudden enlargement of the domestic fashion retail market risks such as the rise of rents for shops, FUN's owner chose to sell the company's major fashion label "FUN" to outsource all production orders to the Group Of the manufacturers on behalf of the production and to franchise small-scale operation (FUN) stores to protect. In addition, Fen International Holdings Limited lack of cash flow to its own also had to "warrior broken wrist." Fired International 2006,2007 two annual results show that the two fiscal years, the company loss of 5.1 million Hong Kong dollars and 38.7 million Hong Kong dollars. According to the announcement at the time, she worked on 264 FUN stores in China. Fen Fa International Holdings Ltd reported in 2008: "The Group's turnover for the six months ended December 31, 2008 was approximately HK $ 74.8 million and the loss attributable to shareholders was HK $ 0.7 million. In view of the fierce competition in the fashion retail business, The Group has been continuously developing other business opportunities to diversify its business. In June 2008, the Group diversified its business through the acquisition of Ample? Rich? Enterprises? Limited into the eco-farming business.