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In the late 1990s, as China's economy began to flourish, "leisure" became a dominant concept in people's daily lives and work. This shift sparked a boom in the casual wear market, which was quickly seized upon by early entrants like Giordano, Jeanswest, Baleno, and Bossini—brands backed by Hong Kong capital. These companies quickly rose to prominence, becoming leaders in the fast-growing industry.
As the 21st century dawned, the market became increasingly competitive, with new players entering the scene and reshaping the landscape. Domestic brands such as Metersbonwe emerged, gaining significant traction and contributing to the rise of casual wear in cities like Wenzhou, Dongguan, and Zhongshan. Among them, Metersbonwe stood out—not just for its strong brand presence but also for its bold approach, including the creation of Asia's largest single-brand apparel store, spanning over 5,000 square meters. Its aggressive expansion and marketing strategies made it a major force in the industry.
Casual wear became one of the most popular segments in the fashion market, especially among younger consumers. Major commercial streets in big cities were soon dominated by casual wear boutiques, making this sector the brightest spot in the apparel industry.
Jeanswest, backed by its parent company, the Hong Kong-based Rising Sun Group, expanded rapidly, opening over 1,000 self-operated stores nationwide and securing a solid market position. Giordano, on the other hand, maintained an edge through its strong product development capabilities, attracting a loyal customer base. Baleno faced challenges from both traditional competitors and new entrants, but through a successful multi-brand strategy, it managed to carve out a new path.
Beijing Road, known as the "first commercial street in South China," became a key battleground for these brands. Many major casual wear companies, particularly those from Guangdong, invested heavily in building flagship stores there. However, the competition intensified, and today, Beijing Road is often referred to as "Banei Road" due to the dominance of Bannibalu, which now has the most stores along the street.
Despite the fierce competition, the area remains highly profitable. The high rents and operational costs make it clear that only strong brands can afford to maintain such a presence. For instance, Baleno has multiple stores along Beijing Road, including special sales floors and flagship locations, showing its deep commitment to the area.
This intense competition reflects not only the strength of these brands but also their confidence in the market. In a place like Beijing Road, where every square meter is valuable, the presence of so many stores indicates a high level of market efficiency and consumer demand. It's no wonder that the fashion industry calls it "crazy"—but behind the frenzy lies a solid foundation of brand power and strategic investment.
July 01, 2025