Brand ups and downs to sell FUN Fenpai stores off

In 1985, Singaporean businessmen introduced FUN into the Chinese market. With American culture as the dominant factor, the concept of western fashionable cowboys was introduced. Foreign cowboy fabric accessories and manufacturing techniques were imported to quickly occupy the mainstream urban garment market in China.

In the fierce market competition, the status of the brand's buoyancy and turnover are visible.

As the first casual apparel brand to land in China in the form of retail monopoly, the company was born and began to let people gradually become familiar with the monopoly retail model. Just at the beginning of reform and opening up, Western pop culture has a rapid spread in China. With this east wind, Fenyi has attracted a large number of urban young people.

Since 1995, international clothing brands have entered the Chinese market, which has stimulated the rapid development of domestic brands. Since 2000, Fenyi has become a leader in mass-market brands in order to adapt to competition, expand product areas, lower prices, and participate in second- and third-tier market sales competition. After 2005, in the face of influx of foreign brands, Fenyi began to decline.

In May 2008, Energent International Holdings Limited issued an announcement saying: "A wholly-owned subsidiary, Xiamen Fenfa Enterprise Co., Ltd. has transferred the FUN trademark to Xiamen Fanpai Garments Co., Ltd. at a price of 20 million yuan." The owner of the card.

In July 2009, Xiamen Fanpai Garments Co., Ltd. listed on the Shanghai United Assets and Equity Exchange listed the trademark of all types of registered trademarks of Fenfei with a listing price of 7.8 million yuan. According to the announcement, this series of registered trademark of Fenfei series involves the registered trademark of 29 sets of serial clothing and related accessory products.

Wang Chunyong, deputy general manager of Xiamen Chuanyu Group, the parent company of the Fanpai costumes who have been in charge of the project, said that the transfer of the FEIPA trademark does not mean that the brand is not good, but the company occasionally had the opportunity to introduce a well-known European sports brand. After deliberation, the major shareholders decided to abandon their efforts to create a brand and concentrate on the field of good sportswear.

At present, Fenyi’s 300 stores in China have all been closed down, and all the inventories have been sold abroad. The employees have also been dismissed in accordance with the contract.