Overseas Market Is The Only Way For The Brand To Go Out.

As the largest down garment retailer in China, Bosideng has a 40% market share in the national down garment market. Goldman Sachs recently pointed out in Bosideng's investment rating report that Boston's strong pricing power has surprised the market. Goldman Sachs predicts that the sales of down clothing will grow by more than 10% in the next three fiscal years. However, in Gao Dekang's mind, there is a "Bosteng dream". Bosideng not only needs to make a strong down garment business, but his goal is to make Bosideng an internationally famous multi brand synthesis. clothing Operators.

　 Finding suitable acquisition opportunities

After the acquisition of zhe Ma Shang by the price of 2 billion yuan, according to the news that the nine Mu Wang will also embark on a series of expansion plans, brand mergers and acquisitions have become one of the main ways to break through the market and expand the market share.

Gao Dekang said that Bosideng has also been paying close attention to the high-end brand of men's and women's wear in the market, and understood the development trend in order to find suitable acquisition opportunities. In Gao Dekang's view, the current market environment is relatively low, clothing companies need to carefully consider acquisitions.

At present, Bosideng has four brands of "down top", "snow flying", "KangBo" and "Bing Jie". Bosideng has developed four seasons business on the basis of down jacket as the core business. It is understood that Bosideng, through acquisitions and self creation, also has men's brand "Bosteng men's clothing", women's clothing brand "Jesse", "Rui Qi", casual wear "Mogao".

Gao Dekang said that in the future, Bosideng will also choose the clothing brand that can complement the group's non down garment board for mergers and acquisitions. In the acquisition of brand, Bosideng will mainly consider whether the price of clothing brand is reasonable, whether it has development potential, the professional degree of management team and the degree of integration with Bosideng group.

At the same time, Gao Dekang pointed out that Bosideng will continue to integrate the resources of the non down garment board and enhance the proportion of the business in the group.

　 Strengthening the proportion of direct operation

Bosideng 2013 financial report shows that as of March 31st this year, Bosideng has 13009 stores, a net increase of 4665, mainly in franchise stores. Gao Dekang believes that direct battalion is a trend of future retail, and Bosideng is also actively developing outlets. Direct stores can increase gross margins for retail sales, and help to display brand image and products, and effectively control retail (display, service, etc.) to increase the business efficiency of stores. Gao Dekang said that at present, Bosideng is still in the exploratory stage in setting up direct stores, and the group has made an in-depth study on how to enhance the image of the store and formulate the standard of retail operation.

However, Gao Dekang pointed out that at present, Bosideng will also focus on franchising stores. Gao Dekang said that over the years, franchisees have established a huge sales channel for Bosideng, so that Bosideng has a high market penetration, and the franchisee's rich sales experience and local resources provide a guarantee for the steady growth of Bosideng's performance.

In order to strengthen the operation and management of franchisees, Gao de Kang said that Bosideng set up a regional sales company to make overall planning and effective control of the franchisees in the region. "Bosideng through the inspection and analysis of the channel, formulate a reasonable proportion of direct and franchise, to ensure that the group's sales channels are at a reasonable level."

　 Let the brand "go out"

In addition to working hard on brand management and business mode, Gao de Kang said that enhancing brand awareness and portray "Bosideng" in the market is also an important part of future group development.

Last October, Bosideng opened its first overseas flagship store in London, mainly selling high-end men's clothing products named "Posden London" series. Gao Dekang said that except Bosideng's down jacket business, the rest of the "Bosideng London" products were all engaged in Europe. Designer The design is completed and manufactured in Europe. Gao Dekang pointed out that Bosideng's overseas business development ideas are Chinese brand, local design, global procurement and localized marketing mode.

It is understood that in order to further expand the overseas influence of Bosideng brand, provide market coverage. In December last year, the flagship store in Bosideng began selling "Bosideng London" series of clothing through the Internet, and plans to further expand to the whole European market.

In Gao Dekang's view, the overseas market is the only way for the brand to "go out". Gao Dekang said that at present, Bosideng's flagship store in overseas mainly focuses on brand publicity, first establishes the brand's awareness in the international market, develops products suitable for foreign consumers, and sets up professional management teams.