Leading Show Jiangsu: Bosideng Dance Brand New Realm (Map)

On the 2010-9-10 Jiangsu international costume festival, vice governor Luo Zhijun and vice president Xu Kunyuan visited the Bosideng exhibition hall to encourage Bosteng men's clothing to speed up their development.

Fashion guide

Pioneer idea wins market discourse right

The fashion of cold proof clothing is everyone's expectation, but the truly recognized design appeared in the past more than 10 years, and Bosideng played an irreplaceable role in this process.

Since 1995, Bosideng has set up the design and development center of China clothing corporation, Shanghai Bosideng design and development center, Jiangsu Bosideng product research and development center, and other institutions to explore and cultivate a large number of potential young designers.

During years of coexistence with feather and down, designers of Bosideng are more and more confident in grasping the quality of feather and down, and are becoming more relaxed in fashion expression.

They are bold to learn from international fashion models, styles, production techniques, and integrate into Oriental dress culture, and develop fashionable down garments for different groups at home and abroad.

Over the years, Bosideng, guided by customer value, with "ethnic, fashion and future" as its emotional appeal, has continuously strengthened investment in brand culture cultivation and product development and design. It has found a delicate balance between aesthetic appreciation and market demand. It has achieved brilliant splendor on T stage and unlimited scenery in life. It has created a fashion trend full of Chinese fashion features and won recognition and respect for itself in the fashion world.

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Brand innovation

The four seasons layout of the king of winter clothes

"Down jacket - Bosideng clothing", today referred to the "down jacket", people will naturally think of "Bosideng", Bosideng successfully occupy the "cold clothing King" this customer mental resources.

Of course, as the most outstanding representative of the strategic driving mode of China's clothing category, Bosideng also suffers from happiness: seasonal products are single, and market profitability is obviously affected by climate.

Peter Drucker said: the purpose of enterprises is to create customers.

The positioning and shaping of brand is not controlled by the wishful thinking of an enterprise. It must be formulated according to the customers' mind, competitive environment and their own advantages.

The mind of consumers is cognition, and the formation of cognition comes from communication.

Bosideng wants to break the pattern of single product and single pattern, and from market incubation brand to brand creation market, we must create brand culture and personality brand that penetrates the target consumer's heart, and make new brand positioning directly enter the customer's mind through patience and lasting interaction communication.

Bosideng establishes the strategy of pformation of four seasons products, strengthens the combination of product structure adjustment and brand optimization, and promotes multi brand, specialization and internationalization to extend the brand from the down garments to the non seasonal products such as men's wear and women's clothing. It keeps developing the brand vitality. In early 2004, according to the trend of the aging and quality of Chinese men's clothing, Bosteng's men's clothing entered the men's clothing market strong. In 2005, Bosideng men's own clothes entered the 87 chain stores of the famous British chain store GREENWOODS (Green Woods), and successfully entered the British market.

In September 2008, two Bosideng men's wear shops opened in Suffolk County and Lincolnshire, creating the first place for China's independent men's wear brand store to land in the European market.

In May 2009, the joint venture company was established to acquire the trademark ownership and sale right of the American leisure brand Rocawear (Lago).

In March of this year, 2010CHIC launched the BOSIDENGVOGUE with young, fashion and leisure as its keynote.

Boston wants the effect that we can all know about the young generation, but we know that we should not only have down clothing.

To this end, Bosideng will fully integrate its brand style positioning, design research and development, channel access, to ensure product style and different, to meet the needs of consumers at all levels.

In the next three to five years, the proportion of its non down garment business will be raised to 30%. It will be pformed into a world-renowned world-renowned fashion brand operator.

Transformation and upgrading

Business refinement and industrial chain integration

Bosideng, a leading Chinese textile and garment enterprise, which is made up of manufacturing and learning, actively promotes independent innovation, structural adjustment and resource integration. It has opened up the curtain of pformation and upgrading, which focuses on business refinement and industrial chain integration.

The pformation and upgrading of Bosideng is not to imitate by step by step, but to seek the combination of products and brands, enterprises and industries, and grow into a brand with vitality and responsibility.

Bosideng actively builds the headquarters economy in Changshu, and drives the garment industry of Changshu to rise from the processing and manufacturing cluster to the brand agglomeration operation.

In April this year, the total investment of about 300 million yuan, the design of the Bosideng headquarters R & D center building with a height of 120 meters was laid in Changshu. In the future, it will build the center of the group's R & D, marketing and operation, and the command center of production, processing and logistics dispatching.

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Bosideng actively pform and upgrade traditional industries by network information technology and e-commerce platform, and create a comprehensive supply chain with fast response and effective execution.

In order management, raw material testing, manufacturing, external processing, warehousing and logistics, marketing services and other links, ERP information engineering is introduced into the whole process. In the efficient logistics system, professional warehousing and pportation, radio frequency identification and other technical links, "rapid flow" is pursued.

Starting in 2009, Bosideng tested water e-commerce to expand diversified sales channels.

The flagship store and self built brand official website set up by Taobao have created good sales results and achieved 39 million 500 thousand yuan in sales throughout the year.

Bosideng actively acts as the leader of the industry, and endeavours to build a good brand and industrial development environment.

Conscientiously select outstanding technicians to carry out process training and business guidance for more than 500 raw materials and processing enterprises across the country, help cooperative enterprises to enhance their innovative manufacturing capabilities, standardize operation quality monitoring and production processes, and ensure stable orders and reasonable profits for cooperative enterprises.

The strong demand of more than 8000 million meters of cloth and 2000 tons of down every year has successfully promoted the vigorous development of the upstream and downstream industry chain in East China from fabric, accessories, down, packaging, dyeing and weaving to terminal sales.

International expansion

Leading China's clothing brand to the world

Bosideng is a pioneer of China's brand internationalization, and also a well-known brand in the global cold clothing industry.

In the trend of "going global" to international famous brands, the trend of "going up" to move forward to higher industrial value areas, Bosideng uses famous brand advantages to integrate international high-quality resources, and focuses on building channel resources and marketing strategies which are shoulder to shoulder with international brands.

Bosideng, based on overseas financing and wisdom, actively explores the mode of online trade, overseas franchised stores and branch offices to expand international influence and market.

In the process of creating overseas "base areas", we adhere to localization management and localization operations. We have registered Bosideng (USA) Limited, Bosideng (Russia) International Limited, Russia Bosideng Friendship International Limited liability company, Bosideng International (Canada) Limited and other overseas sales organizations.

Bosideng products have successfully entered the markets of Japan, the United States, Canada, Russia, Switzerland and the United Kingdom, and established the image of high-end high-end clothing in the mainstream European and American markets.

Among them, Bosideng men's clothing is also based on excellent manufacturing technology, stationed in the strong marketing network of the chain store brand GREENWOODS of the United Kingdom, and has made impressive sales achievements, becoming the classic of China's independent clothing brand "going out".

In 2009, despite the impact of the global financial crisis, the export volume of Bosideng group still exceeded 4 million, and the export business grew by over 25%.

The success of Bosideng has become a typical case of "made in China" to "world famous brand" in the post financial crisis era.

In the future, Bosideng will carry out pnational capital operation with a global vision and inclusiveness. It will speed up acquisitions, mergers, reorganizations, surrogate potential foreign brands, and promote the expansion of independent sales terminals in the international market.

And continue to optimize franchise business in developed countries such as the United States, Canada and the United Kingdom to enhance Bosideng's international status.

We strive to make Bosideng win the position in China and even the world's top 500, and become a world-class player with global reputation and market radiation.