Bosideng Diversified Advance And Retreat Bureau: 77 Stores In The First Half Of Fiscal Year

< p > recently, < a href= "http://sjfzxm.com/news/index_f.asp" > Boston "/a" announced the first half of fiscal year report shows that as of the end of 2012 9, the number of outlets for non down clothing business decreased by 77 compared to March 31, 2012.

It includes 14 Bosteng men's clothing shops.

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< p > for this reason, there is a view that Bosteng is closing the shop to survive or returning to its original business.

Insiders also said that Bosideng is releasing positive signals and closing down shops that are not profitable.

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< p > < strong > non feather down business is temporarily difficult to do when the term "/strong > < /p >.

< p > Company announcement shows that as of the end of 9, there are 887 sales outlets for men's wear.

In the first half of fiscal year, the number of shop outlets in Bosideng non down clothing business was 77 less than in March 31, 2012.

In addition, sales of men's clothing decreased by 13.8% to 146 million yuan compared with the same period last year, accounting for 30% of the total of non down garments.

As for some of the decline in men's clothing, CarolMak, a manager of investor relations at Bosideng, explained to reporters that the men's distributors did not put pressure on the indicators this year because the whole men's wear industry was not in good condition this year.

He also pointed out that this is also the case for companies to expand sales networks and distributors before rushing to repeat sales.

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P, chief financial officer and company secretary of Bosideng, has told the media that the follow-up may continue to reduce the number of men's clothing stores and restructure men's clothing business.

CarolMak confirmed this to reporters, he said that the company's view of men's clothing business is conservative, and men's clothing only accounts for a small part of the company's business.

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< p > < strong > men's positioning is still not clear < /strong > < /p >.

< p > for Bosideng's off shop business, people in the industry interpreted it as seeking survival or returning to the main business of down garments.

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< p > to this, a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > industry independent commentator Ma Gang told reporters that only closing shop can not show that it is returning to the main business.

"It's the right thing to peel off the unprofitable part, especially when the industry is not making money now."

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< p > Cui Hongbo, founder and chief executive officer of Shanghai Zheng Jian Brand Management Consultants Ltd., points out that the aim of Bosideng Guan is to adjust the non feather down business.

In his view, because of the fact that the down jacket has started, and there are still gaps in each garment industry, Bosideng will inevitably encounter problems when carrying out diversification.

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"P", "soon after Bosideng's diversification, the popularity and market impact of various categories have not yet been opened."

Ma Gang pointed out.

As a major category outside the down jacket business, Bosteng's men's clothing also has some problems.

"At present, the characteristics of men's clothing are clear positioning of products, but Bosideng lacks a clearer main line, although it is partial leisure, but positioning is still not obvious."

Cui Hongbo believes that in men's business, Bosideng needs to adjust its brand positioning, product strategy and operation mode.

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< p > < strong > "internationalization" is only a propaganda of "/strong > < /p >.

Less than P, the flagship store founded by Boston in London in September was officially opened in May. The project was signed in May, and it is mainly used for men's clothing with high-grade routes.

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< p > > later, < a href= "http://sjfzxm.com/news/index_c.asp" > Boston London flagship store < /a > is known as a typical Chinese brand of "going out" under the gloom of the global financial crisis.

At the same time, it is also pointed out that such internationalization will encounter the same predicament of local sports brands on the international road.

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< p > "can not be called internationalization, it can only be said to be an attempt of internationalization."

Ma Gang introduced that the whole property was bought by Bosideng on its own. This move is understood to be more appropriate for investment.

Cui Hongbo also said, "no sign of internationalization is Bosideng's attempt to enhance brand".

Bosideng also told reporters: "placing the property in the prime section of London, plus the Olympic Games in London, will provide the company with opportunities to promote the world and increase the exposure rate of the company."

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"P >" brand internationalization is not just selling products abroad.

More importantly, whether the enterprise culture and talent reserves are well prepared, whether the product design and supply chain match. "

Cui Hongbo finally pointed out that internationalization is not a simple matter.

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