In the traditional retail powerhouse, Jean-Wisss, backed by the strong resources of its parent company, Hong Kong Rising Sun Group, has expanded across the country through self-operated stores, establishing over 1,000 outlets. This has solidified its market position. Giordano, on the other hand, has a clear competitive edge, with strong product development capabilities and an ability to stay ahead of fashion trends, which has helped it retain a loyal customer base. Baleno, however, faces challenges from both established rivals and emerging competitors. In this fast-paced environment, Benny’s Company found a new way forward by adopting a multi-brand strategy, launching multiple brands one after another, and creating a fresh market situation.
During the late 1990s, as the domestic economy grew, "leisure" became a popular lifestyle concept, driving the casual wear market into a period of unprecedented growth. In the early stages, four Hong Kong-backed brands—Giordano, Jeanswest, Benny, and Bossini—emerged as market leaders.
The growing market attracted more players, intensifying competition in the 21st century. The market structure began to shift with the rise of domestic leisure brands like Metersbonwe and Yichun. These brands, based in cities such as Wenzhou, Dongguan, and Zhongshan, formed a powerful group of casual wear companies.
Metersbonwe stands out as a notable example. Despite having no factory, it successfully operated as a virtual brand, achieving massive success. In Hangzhou, it opened a flagship store covering over 5,000 square meters, known as Asia's largest single-brand clothing store. As a trend-driven category, casual wear has become a major highlight in the apparel industry, with major cities seeing entire streets dedicated to casual clothing shops.
Jean-Wisss continues to dominate with its extensive network of self-operated stores, while Giordano maintains its advantage through product innovation and consumer loyalty. Baleno, however, is caught between old competitors and new entrants. Benny’s Company, in response, adopted a multi-brand approach, leading to a successful transformation.
Beijing Road in Guangzhou, often called the "First Commercial Street of South China," serves as a key indicator of the Chinese casual wear market. Several major brands originated in Guangdong and have invested heavily in Beijing Road to establish their image. Today, however, the street is increasingly associated with Baleno, as Benny’s Company has secured the most storefronts along this bustling avenue.
From Beijing Road to Zhongshan Road and the area near Guangbai Department Store, this section represents the most prosperous part of the street. It's a prime location where Benny’s six brands now occupy the best spots. Only Giordano and Yichun still hold prominent positions, while Baoshilong has moved to a less central location, and Zhenweisi seems to have disappeared altogether. Industry observers are left wondering if Benny’s Company is acting irrationally—or if there's a deeper strategy behind its aggressive expansion.
Behind this bold move lies significant financial support and confidence. The cost of operating these stores in such a high-traffic area is enormous, and without strong market performance, Baleno wouldn't be able to afford such a large investment.
Additionally, near the northern entrance of Beijing Road, there's a shopping mall that houses several Baleno-related brands. Near the southern end of Da Nan Road, at 229 Beijing Road, two special stores deal mainly in exclusive items. Combined with the prime locations in the heart of the street, Baleno has at least ten stores in the area. It's clear that Baleno has a strong connection with Beijing Road, further reinforcing its presence in this iconic commercial district.
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