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In the late 1990s, as China's economy began to flourish, "leisure" became a central theme in people's daily lives and work. This shift in lifestyle significantly boosted the casual wear market, leading to an unprecedented boom. Among the early entrants were four well-known brands—Giordano, Jeanswest, Baleno, and Bossini—backed by Hong Kong capital. These brands quickly established themselves as market leaders, setting the tone for the industry.
As the 21st century dawned, the casual wear market became increasingly competitive. The market structure evolved with the emergence of strong domestic brands like Metersbonwe and Pure, which sparked a new wave of growth. Cities such as Wenzhou, Dongguan, and Zhongshan saw a surge in local casual wear brands, creating a dynamic and fast-paced environment.
Metersbonwe, originally from Wenzhou, stood out by adopting a virtual business model and even opened a massive store spanning over 5,000 square meters in Asia, earning it the title of Asia’s largest single-brand apparel store. Its presence was undeniably eye-catching, especially among younger consumers.
Casual wear became one of the most popular segments in the fashion industry, drawing attention from both retailers and shoppers. In major cities, commercial streets were dominated by casual wear boutiques, making this segment the highlight of the fashion market.
Jeanswest, backed by its parent company, the Hong Kong-based Rising Sun Group, expanded rapidly across the country, opening over 1,000 stores and solidifying its market position. Giordano, on the other hand, excelled in product development, staying ahead of trends and maintaining a loyal customer base.
Baleno faced challenges from both traditional competitors and emerging brands. However, through a multi-brand strategy, it managed to carve out a unique space in the market. Beijing Road, often referred to as the "first commercial street in South China," became a key battleground for these brands. Several major casual wear companies invested heavily in this iconic location to establish their image.
Today, Beijing Road is more accurately known as "Banei Road" due to the dominance of Bannibalu, which has secured the most store locations here. While some brands like Giordano and Napoleon still hold prominent positions, others have retreated or disappeared. Bossini, once a top player, now operates near Okawa Department Store, while Jeanswest seems to have faded from view.
This intense competition has led many in the industry to call it "Benny Road crazy." Behind this frenzy lies a deep sense of confidence and financial strength. After all, operating in such a prime location requires significant investment. It's no surprise that only companies with strong market performance can afford such bold moves.
Near the entrance of Beijing Road, there's a joint sales floor for Baleno, and at the southern end, two Baleno stores operate under special deals. With multiple locations along the road, including several specialty shops and prime storefronts, it's clear that Baleno has a deep affection for Beijing Road. Altogether, there are at least ten Baleno stores in the area, showcasing the brand's strategic focus and commitment to this bustling commercial hub.
July 01, 2025