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Bosideng Down Garment Industry Has Encountered Development Bottlenecks, And Many Brands Are Trying To Find New Ways.

2013/6/25 10:02:00 62

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Bosideng Bosideng Down Jacket Bosteng Menswear

Gao Dekang is calm and calm, though this is the most difficult period in the history of "a href=" http://sjfzxm.com/news/index_c.asp "down industry" /a.

April 27th, an open letter from China down industry association shows that the domestic raw materials supply chain of feather industry has broken down and the price of raw materials has greatly improved due to bird flu.

"China's down production enterprises will face the most severe test in the history of down industry."

Less than P, however, Gao Dekang's Boston International Holdings Limited, which is at the helm of China, is rather calm.

"Avian flu has not had much impact on us, and the down hole problem has also been solved."

As long as the price of the down went up, Bosideng used some down coats produced during the off-season processing, plus a long-term cooperative relationship with many large down duty suppliers in China.

however, it is not always possible for this down jacket giant who occupies the domestic a href= "http://sjfzxm.com/news/index_s.asp" and the down garment market less than 40% of the sales share.

In 2007, the sales revenue of Bosideng brand down clothing decreased by 6.6% compared with that of warm winter, while in the next fiscal year, this figure continued to rise to 19.5%.

in fact, the down production enterprises are highly vulnerable to fluctuations in the supply chain of the seasons and raw materials, and even if it is the industry giants, Bosideng is very difficult to avoid this risk completely.

In recent years, the sales share of Bosideng down garment in the domestic market has dropped slightly.

Gao Dekang obviously noticed these problems.

In order to reduce the risks brought by a single product, Gao de Kang pushes Bosideng to develop non feather down business and implement multi brand strategy.

however, despite the frequent efforts of Bosideng in the non feather down business sector, its final effect is not obvious, or even frustrated.

Less than P, the industry began to question Bosideng's multi brand strategy. Analysts even worried that Bosideng's attempts at many new businesses not only failed to open up a new prospect, but rather consumed its core competitiveness.

However, a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > independent critic of garment industry Ma Gang does not think so: "if Bosideng does not expand the category, it may face bigger problems. Multi brand strategy is the only choice for Bosteng."

for the question of whether or not to continue to develop more brands, Wang Chenhua, director of brand center of Bosideng group, said: "Boston will continue to enrich its portfolio in the future and continue to expand its brand to different stalls on the basis of its original business."

development bottleneck

, as a pathfinder who broke into the down jacket industry earlier in China, Gao Dekang successfully built Bosideng a household feather garment brand.

In 1976, Gao Dekang, a 24 year old villager in Changshu, Jiangsu, set up a sewing group with 11 sewing machines from 8 sewing machines, starting with 8 sewing machines.

Not long after, Gao Dekang set up a a target= "_blank" href= "http://www.91se91.com/" > dress < /a > factory, and began to make material processing.

In 1984, the factory converted to the down label production. At this time, Gao Dekang was keenly aware of the great potential of the down jacket Market.

3 years later, Gao Dekang built his first factory building.

At the end of 1991, Gao Dekang officially registered his own brand "Bosideng".

after more than 30 years of pformation, the small garment factory, which was originally out of the mountain village, is no longer the same today. In 2011, its annual income was 8 billion 370 million yuan.

Gao Dekang built a huge down jacket empire.

In Bosideng's down jacket plate, Bosideng, Xue Zhong Fei, Kang Bo, ice cream and other four brands almost cover the consumers of all levels of high school and low end.

Bosideng brand is positioned in the middle and high grade, and the target customers are those who have strong consuming power and fashionable fashion designs. The snow brand is designed to cater to the energetic young customers. The two a target= "_blank" href= "http://www.91se91.com/" > brand clothing "/a" respectively provides traditional men's down clothing and colorful young lady's down clothing, which are all focused on the mass market.

of course, Bosideng brand has always been its main force.

In the overall sales of down garments, the proportion of Bosideng has been maintained at around 60%, while the snow flying brand has been hovering around 20%, while the sum of Kang Bo and ice cream is less than 10%.

from the data point of view, as long as the brand of these down garments is well developed according to the normal mode, the income from the down jacket sector is enough to support the operation and development of Bosideng group.

but market changes are often unpredictable.

If the enterprise can not grasp the trend of market change, it is likely to be quickly defeated.

For Bosideng, although its down jacket plate occupies a good market share in the domestic down jacket Market, the market is no longer what it used to be.

in the domestic down garment market, besides the rival Eral, more and more fashion brands and sports brands have launched their own down garments products.

At the same time, the international clothing brand has also accelerated the layout of the domestic down garment market.

Bosideng felt the threat from all sides.

Bosideng accounted for 39.9% of the market in 2007, and then began to decline year by year. In 2012, this figure was eroded to 34.5%.

"Bosideng's bottleneck in the down garment market is very obvious, and it is hard to make a big breakthrough in the market share."

Ma Gang said that if Boston wanted to go further up, it would be impossible to make a down coat simply.

in addition, it is especially important to note that "down jacket is a specific product. If the enterprise is bigger, it will only produce a single season product, which is very risky for the enterprise."

Guo Jin securities, "a target=" _blank "href=" http://www.91se91.com/ "> textile < /a > industry chief analyst Zhang Bin said.

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multi brand strength

obviously, Gao Dekang understands that the business of down jacket can no longer satisfy Bosideng's development.

So, a revolution has sprung up.

In 2008, China International Garment < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > exposition, Bosideng first displayed the new down season brand of non down garment.

marks the start of Boston's prelude to the extension of non down garment business.

but in the year when Bosideng marching toward the non feather down business, the financial crisis swept the globe, and the overall sales performance of China's down garment industry declined sharply under internal and external troubles.

A large number of small and medium-sized garment enterprises with poor risk tolerance are eliminated because of their inability to survive.

however, for Bosideng, it seems to be an opportunity to expand opportunity.

financial tsunami has caused a large number of garment enterprises to develop slowly, and enterprises have run difficulties. However, they have created a good opportunity to purchase the best assets at the lowest cost.

Bosideng began to identify suitable acquisitions or partners and expand its brand and product mix.

In May 2009 P, Bosideng acquired the Ying Hui International Investment Co., Ltd., which indirectly owned all the shares of Jiangsu KangBo Garments Co., Ltd., and entered the field of men's clothing business.

After the acquisition, the men's wear is followed by the brand name of Bosideng, for Bosteng men's clothing, with a large proportion of product types covering leisure and business entertainment.

In Gao Dekang's view, the men's wear brand is an important step in Bosideng's pformation from the single season product brand to the four seasons brand strategy.

"P" Bosideng four seasons pformation of products is getting bigger and bigger.

In 2009, Bosideng set up a joint venture to participate in the sales, publicity and business development of the American street trend brand Rocawear in Greater China. In March 2010, Bosideng also launched the urban fashion style brand BOSIDENGVOGUE.

Bosideng soon learned the sweetness of P.

Take Bosideng men's clothing as an example. In 2009, the sales of Bosteng men's clothing was 402 million yuan, which increased to 584 million yuan a year later.

After P, Bosideng was out of control in the non feather plate.

In early 2010, Bosideng launched a strong attack on the existing team of men's wear and launched a more high-end Wade Rome International Senior Men's wear brand.

In November of the same year, Boston introduced Rui Qi women's clothing.

In the next second years, Bosideng also developed Mogao casual wear, tinkling cat children's wear project and bought the high-end Chinese women's clothing brand Jesse.

test and adjust

short time to expand the non down garment plate on such a large scale, the determination of Bosideng integrated brand operator can be seen.

however, with the expansion of Bosideng business, its problems are beginning to highlight.

As Bosideng is the main force in the non down jacket sector, Bosteng men's clothing is highly regarded.

But there are a lot of professional men's wear brands in China.

In 2011, the total income of Bosteng men's clothing was 690 million yuan, while the seven wolves who had the same location were 2 billion 920 million yuan, more than 3 times their total income.

affected by the financial crisis, the overall downturn in the apparel industry has brought a series of problems to bostman menswear.

As of March 31, 2012, there were 901 shops in Bosteng men's clothing, a decrease of 78 compared with the same period last year.

"Bosideng men's clothing lacks a clearer main line, and positioning is still not obvious."

Cui Hongbo, founder and chief executive officer of Shanghai Zheng Jian brand management consultant Co., Ltd.

Wang Xiang, President of the international fashion brand development management center, P, pointed out that Bosideng's main brand does not have enough influence to drive the development of its sub brands. This is the fatal injury of Bosideng's diversified development. "IFB"

it is difficult to make many brands.

It is difficult to ensure that each brand enjoys the same resources as multiple brands, and it is difficult to distinguish between the design, management structure and commodity structure among brands.

Bosideng may still face these problems.

May 2012, Bosideng pferred 51% of Shanghai's Blue Star Children's products Co., Ltd., and stopped its testing in the field of children's wear.

In the same year, Bosideng terminated its business cooperation with the women's clothing brand ROCAWEAR.

"precisely because Bosideng's multi brand strategy is too fierce, resulting in its resource intensity is very high.

Within a short period of time, more than ten brands are expanding together, and internal management is facing great challenges. "

Ma Gang thinks.

in fact, Bosideng also realizes that centralized operation of multi brands is difficult to effectively control every brand.

.

At the beginning of P 2012~2013 fiscal year, Bosideng abandoned the practice of sharing a management team previously, and separated several centralized brands in the down garment business separately. From the design and product development, supply chain to marketing and marketing channels, each brand formed its own complete operation system.

The strategic pformation of P Boston is in the right direction.

As for the success of pformation, the key is operation.

And this process must be very tortuous and painful.

through a step by step trial and error and adjustment, although it is not smooth sailing on multi brand strategy, Bosideng still chooses to adhere to the multi brand strategy and expand the non down garment business for the future.

"Bosideng will continue to expand its brand to different stalls on the basis of its original business, and constantly enhance the proportion of non down garment business to group net profit."

Wang Chenhua said.

Gao Dekang's hope is that in the total income of Bosideng group, the income from non down garment products can account for 30%~40%, while in Boston 2011~2012 financial year, the income of non down garments is only 16.1% of the total income of Boston Group.

it is not difficult to see that Gao Dekang's dream of a world-renowned integrated clothing brand operator, even if it can be successfully realized, will take quite a long time.