The Inspiration Of Baozi To China'S High-End Women'S Clothing Brands

Also suffer from inventory problems and appear to decline in performance.

The origin of the brand comes from Canada, but the real growth is rooted in China.

Its main business is designing, manufacturing and distributing retail outlets in China, Hongkong and Macao.

With shoes, handbags, scarves and perfume accessories, Baozi is the only luxury group in the world that dares to design, produce and sell products, and has staged a Chinese miracle of luxury brands.

By the end of 2011, Baozi had 389 stores in mainland China, Hongkong and Macao, with an annual revenue of 1 billion 985 million yuan, an increase of 15.5% over the same period last year.

Looking back at the growth course of baozi, it has undergone four important stages of development (1) 1961-1988 years: from Canada to Europe and the United States market (2) for 1989-2002 years: brand change, to take root in China's prosperity and growth (3) 2003-2006 years: to integrate capital market and develop international market (4) 2007 to date: domestic retail enter adjustment period, expand brand management to find new bright spot.

The second stage is the most important stage in the history of the development of the company, and has firmly established its international brand image.

The development from 2007 to present shows that the company is undergoing important adjustment period, and the challenges of operation are increasing and the signs of decline are increasingly obvious.

The analysis shows that the key factors of early success are mainly from the following aspects: (1) stick to the high-end brand positioning (2) constantly strengthen the retail terminal management capability (3) integrate the localization operation of Chinese resources.

According to the analysis, the main reasons for the gradual decline of Baoji in recent years are as follows: (1) the industry competition is aggravated, the brand is aging, (2) the saturation of stores can not be solved, and the quality of operations is reduced (3) the problem of corporate governance affects brand reputation.

The inspiration from the development history of baozi to the high-end women's clothing brand in China: (1) insisting on high quality is the foundation of the high-end brand; (2) the upgrading of store efficiency and the success rate of new stores are more important than the speed of opening stores; (3) the synergy of multi brands is very important (4) the vertically integrated mode of operation is conducive to the protection of brand status and vitality (5) it is always a challenge for the brand to develop without moving forward.

Competition is the eternal theme. How to constantly innovate and keep pace with the times in the competitive environment, consumer preferences and other changes is an eternal business challenge for high-end brands.

It can be considered that the local high-end women's clothing brand has initially established its own advantages in terms of product characteristics, edition and service, and needs to continuously upgrade in the future.

Meticulous management and supply chain efficiency to achieve sustained vitality.

At present, the only pure women dress enterprise in the listed company, the multi brand structure is basically completed. In the past few years, the foresight layout of the company in the construction of the operation management system has also improved its business conservatism under the overall poor retail environment. The first advantage brought by the market has also provided the possibility for the second tier leading enterprises to enter the first tier.