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Brand Ups And Downs Sell &Nbsp; FUN Brand Store

2011/3/26 11:16:00 79

In 1985, FUN was introduced into China by businessmen from Singapore.

market

Take the American culture as the leading factor and push the West.

fashion

The concept of cowboy, and the introduction of foreign denim accessories and manufacturing technology, with high quality and rapid occupation of the mainstream of Chinese metropolis.

clothing

Market.

In the fierce market competition, the floating and replacement of brand status is often seen.

As the first retailer to enter China's casual wear brand, the birth of the "Fen" card began to familiarise people with the mode of monopoly retailing.

Coincided with the initial stage of reform and opening up, the popularity of western pop culture has spread rapidly in China.

Beginning in 1995, international clothing brands began to enter the Chinese market, stimulating the rapid development of domestic brands.

Since 2000, the brand has become the leader of the mass trading brand in order to adapt to the competition, expand the product area, reduce the price and participate in the two or three line marketing competition.

After 2005, in the face of the influx of foreign brands, the cards began to go downhill.

In May 2008, the Benefun International Holdings Limited announced that "wholly owned Affiliated Companies Xiamen Dassault Enterprise Co., Ltd. pferred the FUN trademark to Xiamen fan Pai Garments Co., Ltd. at a price of 20 million yuan.

"Xiamen striving Enterprise Co., Ltd. is the owner of the brand.

In July 2009, Xiamen fan Pai Garments Co., Ltd. listed on the Shanghai united property rights exchange for the sale of all kinds of registered trademark ownership. The listing price was 7 million 800 thousand yuan.

According to the announcement, the registered trademark of the series includes 29 registered trademarks and registered trademarks of related products.

Wang Chunyong, deputy general manager of Xiamen Chuan Yu group, who has always been in charge of the licensing project, said that the pfer of brand names did not mean that the brand was not good, but that the company had the chance to introduce a famous European sports brand. After deliberating several major shareholders, the company decided to give up the brand and focus on the field of sportswear.

At present, more than 300 stores in China have been completely closed, and all the inventory commodities have been sold abroad, and the employees have also been dismissal in accordance with the contract.