Before Daphne, many big names of the year had quietly faded out of our lives.

Clothing

1. Esprit

This clothing brand at the same time as Daphne was once synonymous with fashion, high-end, and quality. A piece of clothing or an umbrella costs 300 yuan from an elite brand.

A few days ago, ESPRIT issued announcements on its official website and Tmall flagship store that it would close its stores on May 31. The parent company Esprit Global (Hong Kong stock 00330) has also recently announced the termination of its business in the mainland and the closure of all 56 retail stores in Asia outside mainland China.

2. Etam

Sisters over 30 must have had Etam clothes in their wardrobes!

To be honest, Iger’s cost-effectiveness is truly superior to the rest, and its comprehensive style can crush today’s hm and zara.

But I don’t know when, she suddenly disappeared. With the rise of trendy culture, everyone gradually forgot about this brand that accompanies youth.

3. Baleno

In 2006, Huang Bo, who spoke the Jiaozhou dialect of Shandong Province, led the show in "Crazy Stone". This was also the year when Baleno was at its peak.

At its peak, there were more than 4,000 domestic stores, and Andy Lau, Faye Wong, and Huang Xiaoming were invited to endorse it.

In 2008, in order to solve the problems of poor sales and overstocked inventory, Baleno quickly adopted a low-price strategy, but its market performance did not improve.

In 2016, due to the slow growth of the mainland market and the failure of the store closing and stop-loss strategy, Baleno's parent company Deyongjia Group announced that its non-wholly owned subsidiary Baleno Group Co., Ltd. will acquire Shanghai Baleno Clothing for RMB 250 million. Ltd. sold to Shanghai Huiye Industrial Co., Ltd.

4. Delhui

"Delhui, on my way".

Back then, Jay Chou was still a young man who was just starting out and could not sing the lyrics clearly. He became the spokesperson of the Jinjiang brand, and Delhui ushered in his highlight moment.

But the good times did not last long. Product quality problems and financial advances put Delhui into an impossible situation.

On the eve of its listing in 2007, Delhui was exposed for financial fraud and its first IPO failed;

In 2011, the founder died suddenly, which had a huge impact on the company;

In 2012, Delhui failed to go public again. Factory buildings, land, and warehouses were pledged, and the company was in debt of 636 million. Even the brand Delhui itself was sold to Kaitian Sports Goods;

In 2015, Delhui closed a large number of stores and has now completely disappeared from the market. In the rolling waves, not even the official website was left.

Electronic products

No industry has more disappeared brands than the electronics circle.

1. Xiaobawang Learning Machine

In the late 1980s and early 1990s, a series of game consoles and learning machine products launched by Xiaobawang Company became very popular. "Little Bully", endorsed by Jackie Chan, is a household name.

On May 10, 2019, due to financial constraints, the Xiaobawang game console project team has been disbanded, and the Shanghai branch has also been disbanded.

Speaking of which, does anyone really learn from Bully?

2. Kodak

Kodak was born in 1892. By 1996, Kodak had more than 140,000 employees. Its market value reached US$28 billion, accounting for 85% of the United States. camera market.

With the popularity of digital cameras, the market for film has shrunk sharply. When Kodak filed for bankruptcy protection in 2012, everyone lamented: "It took Kodak nearly a hundred years from its birth to its peak, but it only took less than 10 years to go from its peak to its bottom."

3. BBK Repeater

Are there any tears of the times?

For the English repeater industry, before BBK entered, it couldn’t even be called an industry.

With keen insight, in just three or four years, BBK's total industry sales increased dozens of times, climbing to 8 million units in 2000, but ultimately lost to the times.

4. Waveguide mobile phone

“Waveguide mobile phone, the fighter among mobile phones”. In that era when mobile phones were not yet popular, Bird mobile phones had just been on the market for a year, with annual sales reaching 700,000 units. It had been the annual sales champion of domestic mobile phones for five years.

In 2007, Bird's mobile phone performance declined, and it has since reached a point of no return. In the end, it became an advertising slogan.

Snacks and Beverages

1. Prince Milk

Another brand that seems to have been around for a long time, but actually disappeared only a few years ago.

Prince Milk once occupied the "leading" position in China's lactic acid bacteria beverage industry. Nicholas Tse, who served as the spokesperson, was still spicy and tender at the time.

In July 2010, Taizi Nai declared bankruptcy. It was said that it was forced to break the group's capital chain during the process of over-expansion, which triggered the collapse of the entire group.

2. Robust

Speaking of Robust, in the 1980s, this brand was a brand that could compete with Wahaha and Nongfu Spring.

But in 2001, the head of Robust, He Boquan, sold Robust to the foreign-funded enterprise Danone Group for US$2.38 billion and disappeared. She is simply a replica of a little nurse, and she understands the appearance of foreign investors~~

3. Queer

I don’t remember what it feels like to be queer, I only remember the cute advertisements.

The Coca-Cola Company launched the "Queer" juice drink in 1997. Within just a few months of its launch, "QOO" buzz spread all over the country, and its popularity and reputation became an instant success.

Because the product positioning overlapped with that of Minute Maid, it was gradually replaced, and it was a brand that actively withdrew from the market

4. Golego

It turned out to be Advertising shot by Gouzi~

The aristocratic drink that I used to drink when I was a kid seems to be gone when I grow up - it’s too expensive! Now available on Taobao, in addition to the chocolate GoLego, there is also the delicious roll wrap, which has made consumers give up on GoLego.

Jianbao still loves malted milk more, hahahaha!

There are too many old brands that have collapsed. In the cosmetics industry, Little Nurse and Jianbao can survive all day and night!

Compared with these brands that failed to survive, some other old brands not only survived, but even had a second spring, such as -

Tong Ren Tang!

Don’t say too many compliments about Tongrentang Cafe these days!

Only by keeping up with the trend of the times, staying young and never being satisfied with the status quo can the brand go on for a long time.