In the traditional retail powerhouse, Jean-Wisss, backed by the strong resources of its parent company, Hong Kong Rising Sun Group, has expanded rapidly through a network of self-operated stores, establishing over 1,000 outlets nationwide. This has solidified its market position. Giordano, on the other hand, holds a clear competitive advantage, with a strong ability to anticipate product trends and create appealing designs that have won over a loyal customer base. Baleno, however, faces challenges from both established rivals and new entrants. In response, Benny’s Company has taken a different path by adopting a multi-brand strategy, launching several brands one after another and creating a fresh market presence.
During the late 1990s, as the domestic economy grew, "leisure" became a dominant lifestyle trend, driving the casual wear market into a golden age. In the early days, four Hong Kong-backed brands—Giordano, Jeanswest, Benny, and Bossini—emerged as market leaders. As the market expanded, more competitors entered, intensifying the competition. By the 21st century, the casual wear sector had become even more competitive, with the rise of domestic brands like Metersbonwe and Yichun, which helped establish a cluster of casual clothing brands in cities such as Wenzhou, Dongguan, and Zhongshan.
Metersbonwe, a Wenzhou-based brand without its own factory, successfully adopted a virtual business model. It made a bold move by opening an impressive 5,000-square-meter store in Hangzhou, known as Asia's largest single-brand apparel store. Casual wear, especially among younger consumers, became a major driver of growth in the fashion industry, turning major commercial streets into bustling hubs for casual clothing retailers.
On Beijing Road in Guangzhou, often called the “First Commercial Street of South China,†the leisure wear market is particularly vibrant. Several major players have invested heavily in this iconic street, using it as a key image showcase. However, today, the street has become synonymous with Baleno, as Benny’s Company now operates the most stores along Beijing Road. The prime locations are dominated by six of Benny’s brands, while only Giordano and Yichun still maintain prominent storefronts. Meanwhile, Baoshilong has moved to a less favorable location, and Zhenweisi seems to have disappeared entirely.
This aggressive expansion has sparked admiration and surprise within the industry. The cost of leasing these high-traffic locations is enormous, and such a bold move would not be possible without strong financial backing and confidence in market performance. Additionally, near the northern entrance of Beijing Road, there's a large shopping mall where Baleno and Yipin operate speciality stores, focusing on exclusive items. Combined with their prime positions in the heart of Beijing Road, these stores add up to at least ten Baleno locations, showing just how much the brand values this area.
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