Bosideng Will Break The Single Pattern Of Single Product.

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The first impression of people is the down jacket. The inherent image of the "cold proof clothes king" has been deeply rooted in the hearts of the people.

However, Bosideng is also troubled by happiness. Its products are seasonal and single, and the disadvantages of market profitability are obviously affected by climate.

Boston seeks change, pformation and upgrading is inevitable.

In 2012, Gao Dekang, chairman of the board of directors of perston group, which always had ambitious ambitions, was firmly in charge.

At the same time, it started its own expansion from "one season" to "four seasons" and pformed into a comprehensive clothing brand operator.

Without exception

Over the years, Bosideng has adhered to the core values of "striving for excellence and self-improvement", adhered to the brand building with value as the core, and implemented the excellent performance management mode in an all-round way. It has gone out of a successful road of implementing the famous brand strategy and developing new industrialization in the traditional manufacturing industry.

Now Bosideng group has become the largest and most advanced technology company in Asia, which integrates scientific research, design, production, processing and sales.

"Seven brands", "ice fly", "double feather" and "upper feather", have been sold for half a year in the domestic down market.

Among them, Bosideng brand down jacket has been leading the country for 17 consecutive years.

Because it is too stable and deep on a road, it is very difficult to expand the other paths if we want to change direction.

However, in the context of global competition, any defect will be fatal.

Therefore, according to the new round of planning and layout, Bosideng group will differentiate the future development strategy of Bosideng, Xue Zhong Fei, Kang Bo, Bing Jie, ice Fei and other brands, and promote the four seasons business of the brand in an orderly way.

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.

Moreover, we have studied and demonstrated the brand development of Bosideng, Xue Zhong Fei and KangBo from various angles, and decided to separate these brands from top to bottom, so as to realize the brand independent management mode of integration of production, supply and marketing.

After sub brand operation, the company increased resources to support the construction of internal and external brands and terminal channels, strengthened terminal operation capability, and realized the deep pformation from product management to brand management.

Through 3 years or so, the plan will constantly understand the needs of the market and consumers, continuously improve product positioning and style of products, ensure the success of the existing single down clothing category to the selective and focused serialization category, and make men's clothing, women's wear and water test casual wear.

Gao Dekang said that after the success of the four seasons strategy, it will provide year-round marketable commodities for the Bosteng group terminal channel, and continuously enhance the profitability of terminal channels, customers and sales companies.

First, "go out" and "go up".

Bosideng and the four seasons strategy match the deployment of upgrading the industrial value from abroad.

On the one hand, Bosideng's channel resources and brand advantages are fully displayed.

In the pformation process of Bosideng group, internationalization is the only way to go.

"Internationalization not only points out the costumes, but also the international business philosophy, attracting international talent and brand display."

Gao Dekang told reporters.

At present, the Bosideng building near the Oxford street in London, England, is in the process of intense renovation. The 20 million 50 thousand pound building will become the European headquarters of Bosideng and will be used for the flagship store of Bosideng four seasons, including men's wear and down garments, and the building will be operated on the day before the opening of the London Olympic Games.

This year Bosideng group will set up Bosideng business school, cooperate with international famous institutions, start Boston professional manager training class, and cultivate senior talents inside.

At the same time, according to the development needs of the company, we introduce professionals with international background to achieve internal and external integration.

Bosideng will actively learn the leading international management ideas, understand the management philosophy of the international forefront, optimize the management mode, and lay a good foundation for the next international strategy of the group.

Textile and garment industry is a traditional pillar industry of the national economy, an important livelihood industry and an industry with international competitive advantages.

In this field, Chinese brands are the most breakthroughs. Perhaps, more than thirty years after Bosteng's tenacity and dedication, the process will be further shortened.