Before Daphne, there have been a number of big brands from back in the day that have silently faded out of our lives.
Clothing
Before Daphne, there have been a number of big brands from back in the day that have silently faded out of our lives.
Clothing
1. Esprit
This clothing brand from the same period as Daphne used to be synonymous with fashion, high class, and quality, and it was also an elite brand that could easily cost $800,000 for a piece of clothing and $300 for an umbrella.
A few days ago, ESPRIT in the official website, Tmall flagship store has issued an announcement that will be on May 31st full closure. Parent company Esprit (Hong Kong stock 00330) has also recently announced the termination of the business in the mainland and the closure of all 56 retail stores in Asia outside mainland China.
2. Egger Etam
All 30+ sisters have had Egger clothes in their closet at one time or another, right?
To be honest, Egger's price/performance ratio was genuinely impressive, and the styles were so comprehensive that they crushed the hm and zara of today.
But I don't know when, she suddenly disappeared, with the rise of hip culture, we also slowly forget this brand with youth.
3. Benelux
In 2006, "crazy stone" in a mouth of Shandong Jiaozhou language Huang Bo love to bring goods, this time is also Benelux wind is flourishing year.
At its peak, the company had more than 4,000 stores in China, and was endorsed by Andy Lau, Faye Wong and Huang Xiaoming.
In 2008, Benelux in order to solve the problem of poor sales and inventory backlog, although quickly adopted a low price strategy, but did not perform well in the market.
In 2016, due to the slow growth of the mainland market and the failure of the strategy of closing stores to stop losses, the parent company of Banyan Road, De Yongjia Group, announced that its non-wholly owned subsidiary Banyan Road Group Limited sold Shanghai Banyan Road Apparel Company Limited to Shanghai Huiye Industry Company Limited for RMB 250 million.
4. Delphi
"Delphi, on my way".
When Jay Chou was a budding young man who couldn't sing the lyrics, he became the spokesman for the Jinjiang-based brand, and Delphi ushered in the highlights.
But the good times didn't last long, product quality problems, financial adventurous, so Delphi fell into a situation of doom and gloom.
In 2007, on the eve of listing, Delphi was exposed to financial fraud, the first IPO failure;
In 2011, the founder suddenly passed away, which caused a huge impact on the company;
In 2012, Delphi again failed to list. Factory, land, warehouse was pledged, the company's debt of 636 million, even the brand Delphi itself was sold to the Kaitian sporting goods;
2015, Delphi large area closed stores, now completely disappeared in the rolling waves of the market, and even the official website did not leave.
Electronics
No industry disappeared brands more intensive than the electronics circle.
1. Duracell
In the late 1980s and early 1990s, Duracell launched a series of game consoles and learning machines were popular, and Jackie Chan's endorsement of "Duracell" became a household name.
May 10, 2019, due to financial constraints, Duracell game machine project team has been disbanded, the Shanghai branch has also been demobilized.
That said, did anyone really take Little Busters to study?
2. Kodak
Born in 1892, Kodak had more than 140,000 employees by 1996, it had a market capitalization of $28 billion, and it accounted for 85% of the camera market in the US.
With the popularity of digital cameras, the market for film contracted dramatically. 2012 Kodak filed for Chapter 11 bankruptcy protection, and people bemoaned: "From birth to peak, Kodak took nearly a hundred years, and from peak to bottom, it took less than 10 years."
3. BBK Repeater
The tears of the times, there?
For the English repeater industry, it couldn't even be called an industry before BBK entered.
With keen insight, BBK in just three or four years, the industry's total sales doubled dozens of times, has climbed to 8 million units in 2000, but ultimately lost to the times.
4. Waveguide cell phone
"Waveguide cell phone, cell phone in the fighter". In the era when cell phones were not yet popular, Waveguide cell phone was just listed for one year, the annual sales can reach 700,000, in the annual sales of domestic cell phones on the throne of the champion is sitting for five years.
In 2007, Waveguide cell phone performance decline, from then on to the point of no return, and finally lived into an advertising slogan.
Snacks and drinks
1. Prince's milk
Another brand that seems to have been around for a long time, but actually disappeared only a few years ago.
Prince's milk used to be the "leader" in China's lactobacillus beverage industry, with Nicholas Tse as its spokesman.
In July 2010, Prince's Milk declared bankruptcy, allegedly due to a break in the group's capital chain in the process of over-expansion, which triggered the collapse of the entire group.
2. Lepak's
Talking about Lepak's, this brand in the 80's, but and Wahaha, Nongfusanquan one against the brand.
But in 2001, the person in charge of Lobel's, Mr. Ho Pak Kwon, sold Lobel's to a foreign company, Danone Group, at a price of 2.38 billion dollars, and disappeared from the scene.
3. Kool-Aid
I don't remember what Kool-Aid tasted like, just the cute and cuddly commercials.
The Coca-Cola Company launched the "Cooler" juice drink in 1997, and in just a few months after the launch of the product, there was a "QOO" sound all over the country, and the popularity and reputation of the product hit the ground running.
Because the product positioning and later the United States juice source overlap, so gradually replaced, belonging to the initiative to withdraw from the market of a brand
4. Cola Gao
It is actually a dog to shoot the ads ~
Children's aristocratic drinks, grow up to find seems to be no longer - it is too expensive! Now available on Taobao, in addition to the chocolate Cola Cao, there is also that difficult to eat the rolled heart, so that consumers are beginning to die for Cola Cao.
Pancake still loves Cream of Wheat more, hahahaha!
There are too many old brands that have collapsed, and the cosmetic industry can chatter all day and night about Little Nurse and Frybaugh!
Compared to these brands that did not survive, some other old brands not only survived, and even a second spring, such as
Tong Ren Tang!
There's been a lot of praise for the Tongrentang Cafe lately, and not too much of it!
Keeping up with the zeitgeist, staying young, and never settling for the status quo will keep the brand going for a long time.