The miracle of the clothing industry: focus on down jackets, Bosideng grows against the trend!
Bosideng's 2018 mid-year financial report data shows that Bosideng's interim results for the fiscal year of 2018/19 are generally in a favorable state. In the overall market downturn, revenue and operating profit increased by 16.4% and 62.1% respectively.
Thanks to Bosideng's 2018 focus on the main channel's competitive strategy, the brand's down apparel business has become the main driver of revenue growth. The down apparel business increased by 19.5% year-on-year, with revenue accounting for 51.5%. The main brand Bosideng down jackets achieved a 24.1% revenue increase in the off-season, further consolidating its leading position in the down apparel industry.
Bosideng, the new performance of China's "Yuhuang"
Bosideng has been cultivating down jackets for 42 years and has accumulated a strong brand and operational advantage in the field of down jackets. Each down jacket has at least 150 passes. In the past 42 years, Bosideng has continuously innovated in the aspects of down, fabrics, crafts and patterns, and its quality and warmth have been well received at home and abroad. It has become a popular brand in 72 countries including the United States, France and Italy, with over 200 million worldwide. People are wearing.
As the maker of the down apparel industry standard, Bosideng participated in the drafting and revision of five international standards, nine national standards, and four industry standards. As early as 1995, it took the lead to increase the amount of cashmere to 90%, leading the product quality of the Chinese down apparel industry to a big step forward.
The brilliant performance of the mid-year financial report made Bosideng become a fast-paced domestic apparel industry, and took the lead in killing. The company said that the main brand Bosideng launched a competitive strategy. At the strategic level, there are three dimensions of action that are worthy of praise:
First, reconstruct the brand image, enhance the communication heat, activate the brand value, and return to the mainstream people's vision;
Second, continuous optimization of product strategy, deep cultivation of down jackets, improve product quality and design, and constantly innovate;
Third, enter the mainstream channel and upgrade the terminal experience
This year's "Double Eleven", Bosideng Tmall flagship store became the first clothing brand to pre-sell 100 million yuan, online sales with a perfect closing of 560 million sales, ranking second in the clothing brand rankings of the day.
With the accelerated pace of the strategic upgrade of Bosideng, it has achieved excellent results in the market of 100 billion down jackets. In this regard, Mr. Gao Dekang, Chairman and CEO of Bosideng Board of Directors, also stated that the Group will continue to focus on the main channel of down jackets and adhere to the mission of 'warm the world' and become the preferred down jacket brand for consumers worldwide.
With its excellent quality, Bosideng has always occupied a leading market share in China. It is the first brand of down apparel category. The strong brand reputation is Bosideng's most important intangible asset and the driving force for Bosden's continuous growth and continuous development.
Consumption upgrade and brand butterfly
With the continuous development of China's consumption upgrade, customers have become the core of the business model. Apparel consumption has shifted from a single subsistence consumer demand to a comprehensive demand for brand, quality and design.
From the perspective of the entire down jacket industry, today, this segment is also unprecedentedly fiercely competitive. Many foreign down apparel brands have entered the domestic market, while other non-down apparel apparel brands have also launched down jacket products. With the continuous development and upgrading of e-commerce, online sales have become more and more prominent in the market. For offline stores, brands with large and small online brands have become hugely eroded by the traditional offline brand market share.
Bosideng faces enormous pressures and challenges from all sides.
Under the market conditions of tigers and wolves and intensified competition, Bosideng cooperated with Junzhi to compete strategic strategy, formulate a competitive strategy, focus on professional down jackets, and strengthen competitive advantage.
Bosideng faces the brand aging aging, and enhances the brand vitality and exposure to the target market. It is especially important to maintain a certain frequency and heat communication with the target group. Especially in terms of brand core value and brand image, it is more necessary to be younger, more fashionable, and keep pace with the times, so that the brand has vitality and temperature.
Regarding brand upgrades and optimization, Bosideng has been actively experimenting and innovating. As a clothing brand specializing in down jackets for 42 years, Bosideng responded to the trend of consumption upgrading, grasped historical opportunities, focused on the main business of down jackets, launched a series of brand upgrade combination punches, and carried out all-round transformation of the main brands from brand image, products and channels. Upgrade to reactivate consumer brand memory for Bosideng.
First, reactivate the brand's core values. Bosideng has long been synonymous with down jackets and has an irreplaceable brand advantage in the down jacket field. In recent years, through brand upgrades, Bosideng has once again strengthened such brand recognition, activated consumers' strong correlations between down jackets and Bosideng, and awakened Bosideng's down jacket expert image, allowing brands to re-higher frequency and Deeply consolidate the consumer's mental cognition.
In July of this year, Bosideng held the “The Only National Brand Plan Release Conference for the Apparel Industry†at the Beijing Water Cube, announcing the launch of a new strategy and the announcement of a new brand logo. On the night of the launch of the new standard, more than 1,000 stores across Bosden have completely replaced the new brand logo overnight, which also reflects the determination of Bosideng's strategic upgrade. The image of all the stores has been completely renewed. The Chinese logo is combined with the “selling global 72 countriesâ€, which shows the international status of the brand and also demonstrates the pride of the Chinese brand.
At the same time, we will continue to the international arena, integrate global quality resources, and let down jackets dance lightly.
In September of this year, Bosideng walked the show at Gallery I at Spring Studios, home of New York Fashion Week, to let the world witness the perfect blend of modern elements and craftsmanship on down jackets.
As the only Chinese brand to go on the catwalk at the New York Fashion Week, Bosideng attracted Anne Hathaway, "Eagle Eye" Jeremy Reiner, Deng Wendi and other international big-time helpers, and received the attention of many foreign authoritative media. Initiated a brush-screen report. This big show not only highlights the application of Chinese elements, but also makes Chinese business cards more dazzling in the international market.
In October, Bosideng also collaborated with Ralph Lauren's former design director Tim Coppens, Ennio Capasa from Yamamoto, and LV and former Parisian designer Antonin Tron, to launch a new co-branded down jacket collection. Constantly working on quality and design, using superb splicing technology, and high-quality high-end fabrics, each joint new product has a different style, novel and unique, attracting scarlet witch Olsen, Elf Prince Orlando Bloom, Chen Linong's favorite stars.
Bosideng x International Designers Joint Conference
In terms of channel structure, Bosideng has seen a significant increase in the number of specialty stores and self-operated stores in recent years. It has begun to enter the mainstream channels and has accelerated its layout in shopping malls, fashion department stores and specialty stores in core business districts. This not only enhances the brand image of the company, but also brings about an increase in gross profit. According to the financial report, as of September 30, 2018, the number of retail outlets of Bosideng's down apparel business increased by 93 to 4,559, including 1,569 self-operated retail outlets and 2,990 retail outlets operated by third-party dealers.
In addition, Bosideng also carried out a terminal image store upgrade to better shape the brand experience. The upgraded terminal store image was designed by the top French design team, and the international top-level design aesthetic resources were upgraded to the offline store. Some consumers said after experiencing the upgrade of the store: "Now the entry into the Bosideng store is not just a purchase and sales service, but also a comprehensive experience of brand image, product display, fashion trend."
Through cooperation and continuous development in brands, products, channels, etc., Bosideng down jackets have activated the brand and made a new step in the highly competitive apparel industry.
Bosideng: Defining professional down jackets
As the first brand in the down apparel industry, Bosideng has been constantly innovating. Some people think that the clothing industry is a low-tech industry, but for down jackets, this is not the case.
On the product side, Bosideng has always been committed to comprehensively improving product quality and design, and constantly innovating. As early as many years ago, it completed the feat of "the world's three poles": in the summer of 1998, with the Chinese Arctic expedition team expedition to the North Pole, it also helped the Chinese mountaineering team to climb the summit of Mount Everest. In 2016, it was the most important place to go to the North and South Poles. In the coldest part of the world, the excellent cold protection performance helped the expedition personnel to successfully withstand the test of extreme weather.
Today, Bosideng's high-end outdoor down jacket has also won the internationally-recognized Outside Outdoor Equipment Award, which is professionally warm, windproof and waterproof. This is not only a high recognition of the quality and craftsmanship of Bosideng down jackets, but also an insistence on innovation and technology. sure.
In order to ensure the quality of the products, the current Bosideng, the selected down and feathers are derived from the world's best quality feathers: Poland, Hungary, Czech Republic, etc., each of which has passed the international RDS certification, controllable and traceable global recognition of cashmere. 90% of the cashmere and up to 600+ fluffy make the clothes more comfortable and warmer.
It is understood that Bosideng will continue to strengthen its professional advantages in the existing high-quality products, and continue to promote product quality upgrades, functional R&D and fashion design by integrating international forward-looking quality resources, and comprehensively enhance fabrics, cashmere, wool and accessories. And production processes, continue to provide better quality products to consumers around the world.
The Enlightenment and Reference of Bosideng Brand
For Bosideng, which has been for 42 years, maintaining brand rejuvenation and ensuring product quality is an important strategic goal and a continuing business challenge, but Bosideng did. Compared with many domestic clothing brands, Bosideng's butterfly has too much enlightenment and reference. Regardless of any product, the brand is the soul, the endorsement of quality, and the only element of product image, values ​​and symbolic positioning.
Bosideng is precisely the focus of the down jacket, the ultimate in innovation and continuous innovation. This kind of strategic patience and craftsmanship is precisely what many companies lack today. Therefore, when Bosideng was selected into the national brand, it was highly recognized for its consistent initial and consistent persistence. Focus and innovation made the myth that the brand is not old, and it also became a wonderful interpretation and interpretation of the domestic products.
For the connotation and extension of Bosideng's brand, it constantly gives its vivid characteristics of the times, and it is in line with the trend. Self-iteration and renewal are the only way to maintain consumers' good understanding. Bosideng is coming out of this path. Xintiandi.
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