One Day Before Boston, The Biggest Competitor In London Was Hugo Boss.

One day before the official opening of the London Olympic Games, Bosideng, China's largest down garment enterprise, chose to open the first overseas shop next to Bond Street in the top shopping street of London this morning. This became a heavy news on the two days of West London. Before and after the Olympic Games, 50 new shops and entertainment establishments were opened in West London, and Bosideng is the only one in China. clothing Brand.

Bosideng, chief financial officer of Bosideng international holding company, told reporters: Bosideng (UK) is British design and manufactured in Europe besides the down jacket. Its biggest competitor is Hugo Boss.

Bosideng chose the London store site in November 2010, signed the purchase contract in May last year, took the room in July and began decorating it. This year, before the opening of the Olympic Games, it officially opened the door. To sum up, it took 4 years ago, 25 million of which was used to buy a house, the other 5 million was renovated, and 5 million was used for operation.

For the shops in the core area of London, David Kenningham, executive director of real estate agency CBRE, told reporters that if you want to find a small and medium-sized shop, you should reserve at least one year, or even 2 to 3 years long. For example, Zara, a shop that stores hundreds of thousands of square meters of shops, has to reserve 5 to 6 years to find the right location. David Shaw, the head of Regent Street in the British royal family, told reporters that Regent Street is also trying to provide long-term tenants to businesses. For example, the longest lease can reach 25 years if both parties are willing.

"As a Chinese enterprise that wants to develop overseas for a long time, we always hope to have a solid foothold, but most of the landlord tenancies are only 10 years old, and it is not stable enough for us, so we choose to buy a house, so that we can completely decorate according to our wishes, and use it more satisfactorily." Mai Yun Quan told reporters.

For the strategy of "sea going", Mai Yun explains that "bostin" in Britain is mainly men's clothing, and then consider the introduction of women's clothing. Down jacket is not the main product. In an interview with sina finance, Mai Yun Quan said, "we have begun to introduce men's clothing brands in the country, mainly in advanced garments, but in order to make the brand famous and enhance the brand from design to texture, this time we started the" overseas roundabout "route from the British market and then pushed back to the Chinese market.

Shen Guangjian, general manager of international investment and acquisition at Bosideng international holding company, told Sina Finance: at present, Boston men's clothing sells for about 500 to 1000 pounds per set of garments. This is the first time that the Chinese brand has been designed in the United Kingdom and manufactured in Europe. If the package is ultimately feasible, Bosideng can enhance the brand quality. For Bosideng, it is hoped that 30% to 40% of the products in the next five years will be non - down garments, so "going to sea" is an important part of this.