Shop In London -- The First Game Of Bosideng's Overseas Market Strategy

The Boston brand, which started with Down garments, was shocked by the news of a recent London store opening. The store in Boston London is located on the most expensive South Morton street, which costs nearly 55 million dollars. With the help of the Olympic Games, London, as the first stop of Bosideng overseas development, will transmit the image of Chinese enterprises to the world. Ambitious Chinese retailers are now looking forward to making their brands a household name in the UK.

　 Incident:

London's first store in Bosideng's overseas market strategy

London time July 26th (Beijing time July 26th), the London Olympic Games officially opened the day before, China's largest down clothing business Bosideng shop on the South London Morton Street shop officially opened. 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.

Wang Yao, director of Bosideng company, said that the location of London was due to the fact that London was the world's fashion capital, and that it was suitable for Boston to display its image and retail. Oxford street is like the Wangfujing street in Beijing. The daily traffic volume is tens of millions, which is very beneficial to the shaping and sales of Bosideng brand. So this is why London is chosen as the first stop for Bosideng overseas development.

From the end of 2010, the site was signed, and the purchase contract was signed in May last year. Then, one day before the opening of this year's Olympic Games, Mai Yun Quan, chief financial officer of Bosideng international holding company, said, "this is a speed of China. In summary, it took 4 years before and after that, of which 25 million was used for buying a house, the other 5 million was renovated and renovated, and there were 5 million pounds for operation."

　　 Phenomenon analysis: Bosideng's strategy of "going out to sea"

　 1. "circuitous" route: first seize the British market and then return to China.

"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 said.

For the "sea going" strategy, Mai Yun explains that "Bosteng is mainly men's clothing in the UK, and next is considering the introduction of women's clothing. Down jacket is not the main product. Before the introduction of men's clothing brands in the country, mainly in the senior clothing industry, but in order to start the brand awareness and enhance the brand from design to texture, so this time with the "overseas roundabout" route, the main push from the British market, then pushed back to the Chinese market.

　　 2. expanding product line is not just a down jacket.

Shen Guangjian, general manager of international mergers and acquisitions at Bosideng international holding company, said: 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.

　　 3. attracting visitors through Olympic business opportunities

According to ShivMalik's information from the British government, the above investment meetings and 17 business summit meetings and other related activities during the London Olympics will create about 1 billion pounds of sales for British local companies. These summits and private and institutional investments triggered by future Olympic related business activities will create about 6 billion pounds of direct overseas investment.

In addition, during this period, the UK expects significant growth in international passengers, which will bring economic benefits of 2 billion 300 million. The British government is trying to spread the influence of the Olympic Games to the whole of Britain, not only to the London area. On the Chinese business day in London, Yiwen clothing company held a fashion show. Business leaders gathered in London to help the show.

　 Comment: international market competition for Chinese brands

Chinese elements are not outdated.

"Shanghai" was founded by Deng Yongqiang, a businessman in Hongkong in 1994. In 1998, he sold most of his shares to the luxury goods giant, Switzerland's largest watchmaker group RICHEMONT, and began the road to the world's first luxury brand in China.

At present, "Shanghai" has many kinds of business such as fashion, accessories, household products, furniture and Chinese binding. Many Chinese elements, such as calligraphy and painting, Peking Opera mask, nomads and Forbidden City, are not only used in clothing, but also from watches to small alarm clocks, porcelain cups, T-Shirts, bathrobes, slippers, stationery, tea sets, umbrellas, fluffy dolls, luxury bedding and other daily necessities, and even a series of clothing and daily necessities specially designed for infants and children.

The idea of integrating Chinese elements into every detail of life has become clearer after the acquisition of "Shanghai" by RICHEMONT group. This pattern of identifying products and developing them to other products is worthy of reference in China's fashion industry.

　 Build high-end line by international designer's hand

Unlike large domestic businesses that sell women's clothing and children's clothing at the same time, Boston sells high-end men's clothing in Britain, targeting customers like Hugo Boss and other brands. Wei Enzhu said, "we are a Chinese brand designed in the United Kingdom and made for Europe." In order to adapt their products to the market, Bosideng has worked with designers Nick Holland and Ash Gan Geert La.

Jason, the Retail Director of the brand, said Mark: "the brand absorbs Chinese history and inspiration, but at the same time it can make people feel the British flavor. If we want to succeed, we must create a number of products that are suitable for the European market. "

Boston's first appearance in London coincides with a meeting of the British government in the capital - one of the 17 summit scheduled to be held in the next two weeks to attract investment and promote business activities in Britain - to please Chinese entrepreneurs. The focus of this conference is a fashion show by the YVAN group, which has become the first Chinese menswear brand to enter London Fashion week. The Group intends to invest 10 million pounds next year to set up its London headquarters.

Xia Hua, chairman of the group, said that the group is negotiating with Harold and Searl rich department stores. She said: "we want to be China's McQueen. There are many Western brands that have made business success in China, but there are not many Chinese brands that have been successful in the western market. I want to see China's high quality products in the commercial street. It's not only made in China, but also designed in China.