The Four Seasons Spanformation Of Bosideng Was Launched At Full Speed And Launched The "Autumn Down".

Four seasons spanformation is going on at full speed.

Only if a brand has the charm of guiding the trend can it win the ability to control the market.

Recently, Nanjing The Jiangsu international clothing festival, a new venue of the International Expo Center, keeps visitors unforgettable. They are not brand names of different styles, but new products that are differentiated, fashionable and functional, because they will directly benefit every consumer. Bosideng "autumn feather" new products debut again.

Autumn feather, as the name suggests, is worn in autumn. Down Jackets This new concept has been successfully launched by Bosideng and has been a great success in the national market. Akiba broke through the traditional concept of down jacket, and used ultra-thin fabric with exquisite cutting to design a thin, high feather down with 90% cashmere weight but only 260 grams. Relying on the national post doctoral workstation and the provincial enterprise technology center and other innovative platforms, Bosideng designers have boldly innovated from the aspects of fabric, color, technology and collocation index, and developed "autumn feather" with four characteristics of "light, thin, beautiful and warm". The down coat can also sell good market and wear new fashions in 9 and October. This is the most daring attempt and the most successful achievement in the four seasons of Bosideng.

The four seasons of Bosideng are not limited to the innovation of "down jacket" form, but also focus on the successful extension and fashion expansion of category. In recent years, Bosideng has completely changed the original mode of making only one season products, pushing the four seasons of new products such as Bosteng men's clothing, RICCI.CLUB (Rui Qi) women's wear and Mogao casual wear, and the income contribution from the non feather down business sector has increased year by year in the group.

Among them, Bosideng menswear became the first Chinese menswear brand to enter the UK market with its own brand. At present, Bosteng men's clothing is holding high the banner of "version of the king", taking the route of "accurate Edition + original design", and making "men's clothing of good quality and quality".

Bosideng continues to expand to expand the four seasons, for the core business down jacket "solid foundation". Before, when talking about Bosideng, people's first impression was down jacket. Now, through the expansion of its products from "one season" to "four seasons", Bosideng has initially realized the spanformation to the integrated apparel brand operators.

Multi brand layout fashion layout

Looking back on the development of Bosideng, we can say that its success stems from "one mind", which stems from concentration, a close attention to brand, design and quality. Through persistent and precise attention, innovation and development, Bosideng makes down jacket and winter clothes really enter the ranks of fashion.

With the improvement of living standards, people began to dress up as a cultural mode and an emotional experience. Garment industry It is not only the competition of the style, but also the competition of the brand. The complexity brought about by the infinite depth of the domestic market leads to more and more individualized and fragmented consumption demand. Only the fine and flattened multi brand development can win more market share.

Bosideng is obviously good at this. In the field of down garments, Bosideng group manages Bosideng, Xue Zhong Fei, KangBo, ice cream, ice flying, upper feather, double feather and many other famous brands, forming a strong brand "wild goose array". Relying on the innovation of fabric, design, style, and channel, Bosideng series products have been attacking the market in the national market and expanding the market share. According to the test report of the China National Business Information Center, the market share of Bosideng brand combination (Bosideng, Xue Zhongfei, KangBo and Bing Jie) in 2011 accounted for 53.9% of the national market. Bostin has become one of the best enterprises in the Chinese market category strategy driving model.

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Multi brand strategy is important to discard homogenization and realize differentiation. Through long-term in-depth study and demonstration of its brand development from various angles, Bosideng decided to separate its brands from top to bottom and implement the brand independent management mode of company system, production, supply and marketing integration. After differentiated brand operation, through differentiated positioning of Bosideng, Xue Zhong Fei, KangBo, ice cream, ice fly and other brand products style, market positioning and development strategy, increase resources to support the construction of internal and external brands and terminal channels, strengthen terminal operation capabilities, and achieve a deep spanformation from product management to brand management.

Bosideng group looks for individuality in the commonality of down garments, and integrates the fashionable elements of the world into the design, and constantly improves in cutting, color and fabric.

Internationalization strategy shows global perspective

Garment industry is a traditional dominant industry in Jiangsu and an export-oriented industry. Bosideng is also a representative of Jiangsu's high-end clothing and internationalization. It has long been a long cherished wish to go overseas and enhance industrial value. In June last year, Bosideng spent more than 20 million 50 thousand pounds on the property of 28 Morton Street South of Oxford street, West London, and started to set up four seasons flagship store, including men's wear and down garments, and set up a European headquarters. Obviously, Gao Dekang's vision is not only in London, but also in the broad European territory.

The dream of spanformation from "made in China" to "Chinese brand" is gradually becoming a reality.

Gao Dekang is wiser and ambitious. He expects Bosideng to become a world-renowned name, and knows that the road of Chinese brand expansion overseas is doomed to be uneven. The cultural tension of the brand is an important part of the market extension. How to make its brand values accepted and recognized by consumers from different countries and different cultural backgrounds is the key to the success of the brand. To this end, Bosideng is planning to set up Bosideng business school, and cooperate with international famous institutions to start a professional manager training class to cultivate senior talents. According to the development needs, we introduce professionals with international background to achieve internal and external integration.

By learning the leading international management ideas, we can understand the management philosophy of the international forefront, optimize the management mode, and lay a good foundation for Bosideng's international strategy.

The introduction and deepening of fashion concept, the innovation and optimization of management mode, and the recognition and resonance of cultural experience will ensure that Bosideng's internationalization is ploughed and rewarding. "Bosideng dares to embark on the stage of international competition, and use high-end brand image, high quality products and large scale retail terminals to explore the way of overseas expansion in line with Chinese brands, and accumulate more experience for Chinese brands to go to the world." Gao Dekang said Bosideng will build a new business concept marketing system for the global market, and build a strong retail system strategically and strategically, so as to set a good example for Chinese clothing brands to seize the international market heights.

In 2012, influenced by the external economic environment and consumer confidence, the textile and garment industry is facing a severe test of reality, and also has an important opportunity for industrial upgrading and brand deepening. Bosideng is striving to build a world-famous professional brand of down garments. At the same time, efforts should be made to improve the capability of independent innovation, speed up the pace of adjustment and upgrading, and make greater contributions to promoting the revitalization of Jiangsu's textile and garment industry and economic and social development, and promoting China's spanformation from "a big clothing country" to "a strong garment country".