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Bosideng'S International Staggering: Avoiding Revenue

2013/8/5 10:20:00 18

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Bosideng Bosideng International Bosteng Menswear

July 26th, < a href= "http://sjfzxm.com/news/index_f.asp" > Boston London flagship store < /a > opening 1st anniversary.

In the past year, the first flagship store in Europe was not profitable.

Any brand entering a new market will face losses for a period of time. As the leader of the domestic down garment industry, Bosideng must be cautious when facing the European market.

"P" can not be estimated how long it will take to truly achieve "self-sufficiency" of British companies, but the attempt to go abroad is no doubt beneficial. After all, this is the foundation for Bosideng to become an internationally famous brand.

no profit > /strong > /p >

"it seems that there is no important opening ceremony, but the storefront is very large, and the interior decoration is also very exquisite." this is Ankeeta's impression of Boston's flagship store in London.

Compared to the most prosperous commercial district in London and the development cost of 35 million pounds, the London store opened a little bit low a year ago -- a small gathering and 120 thousand emails sent to the Londoners who spent the middle and high end < a target= "_blank" href= "http://www.91se91.com/" > dress < /a >.

P Pearl, an American working in London, stroll around Oxford Street business district almost every week. For Bosideng, she knows "that is a Chinese brand and there are Chinese characters on the store."

The most intuitive feeling is, "the store is basically in good order, as if there was no" busy hour ", even at Christmas.

may be the price is too high, probably not yet known by consumers, which makes the store in good order.

for flagship store's first year sales, profits and other data, Bosideng told New Financial reporters: "temporarily inconvenient to disclose."

however, a Bosideng insider told the new financial reporter: "the performance is not bad, but it is not profitable yet."

In his view, the reasons for not making profits are mainly the larger expenses, "background management costs, the maintenance of a" a target= "_blank" href= "http://www.91se91.com/" designer "/a" team costs, the cost of the entire marketing team, and so on.

because there is only one London store in the UK, so the cost is high when all the expenses are only used to serve a shop.

"If you shop more in the future, the cost will be better."

The insider said.

in fact, as early as 1994, Bosideng's products had already begun to be sold in the British market, at that time the main thing was to supply the agents.

In 2005, Bosideng menswear entered the famous British chain store GREENWOODS (Green Woods) with its own brand, selling suits, jackets, shirts, T-Shirts, knitted sweaters, casual sweaters and so on in dozens of chain stores across the UK.

September 2008, two Bosideng men's wear shops opened in Suffolk County and Lincolnshire, marking the first time that China's independent men's wear brand store landed in the European market.

but due to the restriction of the sales form and location, the cooperation with the chain store and two stores have been cancelled before the flagship store opens.

"in the early stage, these are just to touch the market, and the latter is an important step."

The insider said.

The flagship store costs 35 million pounds, but in the eyes of one of the men's Listed Companies in the country, in the eyes of billions of profits of Bosteng, it is worth trying to invest in the non down garments and overseas stores, and even if it is not profitable, it will not have much impact on Bosideng.

Xiong Xiaokun, a light industry researcher at CIC, said that there were fewer local clothing companies in flagship stores in the first tier cities in the world. Usually, local brands went abroad to set up flagship stores and needed 2-3 years of adjustment to make profits. P

Bosideng has a longer investment return period in flagship stores abroad, and it is normal for the company to fail to achieve profit in one or two years.

Long investment return is the inevitable risk for domestic brands to face international brands.

for this, Yang Dayun CEO, China Fashion Management Group of UTA, agrees. He thinks Bosideng should go abroad to build up Bosideng brand globalization abroad, and it is normal to make some investments in this area.

as for how long it will be profitable, Yang Dayun believes that it is difficult to calculate with time, depending on the brand influence in the whole market and the acceptance degree of local consumers to the brand.

"WAL-MART also entered China in the early years. It is a normal strategy to bring billions of dollars to lose for several years."

In his view, every brand enters a new market with a loss period, and this loss period is within the company's budget. Any brand in a new market will make little profit when it appears.

"If China's brand enters the international market, it will not be too much to spend 3-5 years."

He told reporters.

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emphasis on influence /p >

"P > avoids the revenue. Bosideng is more willing to see the flagship store in London as the basis for promoting the overseas market." the flagship store in London only acts as a brand display in Bosideng's overseas market.

No matter how the revenue is, it is to promote internationalization and enhance the brand image.

mainly sells high-end men's clothing in flagship stores, and there are several down coats in winter.

"Flagship stores have their own design teams, mostly to meet European clothing standards and enhance their influence."

Bosideng said.

although Bosideng has already entered the 87 chain store of GREENWOODS, Yang Dayun said that if there are many brands in a store, consumers may not notice a brand, which will affect Bosideng's brand recognition.

"these are all appearing in a single booth in the chain store, with limited influence." obviously, this situation makes the influence of Boston in Britain not achieve the expected effect.

The insider said, "10 or 20 in this form are not as powerful as 1 shops in London."

London flagship store is located in the high-end, and "GREENWOODS grade is not too high, the geographical location is not very good, it does not meet our positioning, so in 2011-2012 years, the original counters and storefront were gradually removed."

The insiders said.

from scattered agents to chain stores, and then to flagship stores, "this is the process of improving the brand influence of Boston in the UK."

Yang Dayun said.

the latest news is that Bosideng is negotiating with some of the high-end department stores in the UK, and hopes to be stationed in the future, but the plan has not yet landed.

To adapt to the new market and enhance its influence as soon as possible, P must be tailored to the characteristics of the market.

At this point, Bosideng made great efforts.

Gao Dekang, the head of the company, is looking forward to launching a brand new name that can be recognized globally and a new business mode different from that in China --

"Chinese brand, local design, global sourcing, localized marketing" are closely related to the needs and tastes of European customers.

apart from the difference between the flagship store's brand and the Chinese store, its sales products are different from other series of Bosideng. Fan Er's narrow shirts, tailored tailored high-end suits are all specially built "London series".

The design of down coats has also been made by British clipping, adding some native elements such as edge, button, and color.

British designer Ash Gangotra only heard Bosideng in 2011. What shocked him was that Bosideng sought to cooperate with him to create an international brand that competes with HUGO BOSS.

to enhance the brand influence and build the world's high-end brand is what Bosideng has always wanted to do.

Gao Dekang once told the media that only by fully integrating into the British society and experiencing British life and absorbing British culture and providing consumers with high quality products and services can Bosteng be able to gain brand recognition and resonance in the UK and eventually create a big future.

In October 12th last year, on the platform of University of Oxford, Gao Dekang's speech enhanced P's influence in Britain.

P, as we all know, Bosideng is not a man.

And in its domestic multi brand strategy, it is mostly through the acquisition of .

brand to complete.

It seems that it is easier and more successful to buy a mature brand overseas than to pursue a man's clothing brand.

insiders believe that Bosideng's strategy is right, but it is difficult to build a brand similar to HUGOBOSS in a short time. The cost will be great.

In Xiong Xiaokun's view, although the development of high-end men's clothing can shorten the development time by buying other brands, but Bosteng wants to take men's clothing as the second core business after the down jacket, and the development of men's clothing is conducive to shaping the image of his men's clothing brand.

in addition, "the brand that you create will become an international brand one day. That will be more meaningful. When people mention the high-end men's clothing, there will be Bosideng in the list of the first time in mind, which is very proud."

The insiders said frankly.

When the London store opened last year, the British Isles media reported that it was the first time that Chinese clothing brands opened flagship stores in London, and that China's high-end brands began to gain recognition on the P.

Some commentaries said that on this day, the smart Chinese succeeded in "beheading" the most prosperous business circle in England, and made London its home.

obviously, no brand will be completely accepted by consumers because of its flagship store in the most prosperous business circle of the UK, but at least in such a boundary shop, it has meant the enhancement of brand influence.

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International Space /p >

Since P was founded in 1976, Bosideng is far ahead of the 18 consecutive years of sales of down garments in 1995~2012.

According to the data compiled by China industry and enterprise information center, according to the sales figures in 2012, Bosideng's four down coats brand accounted for 40.1% of the market share in China.

however, besides the hometown of the down industry, Bosideng's bigger dream is to become an international clothing brand that is sold all over the world.

he has said that internationalization is the inevitable choice for Bosideng's long-term development, so the London store is regarded as an important step in Bosideng's internationalization process.

Xiong Xiaokun also believes that the starting point of Boston London store is not to increase its brand influence through opening stores abroad, but rather to expand in London to support other international metropolis and take the international route.

If Bosideng can gain a firm foothold in the British market and make a profit gradually, the next landmark of Bosteng will probably be in the Fifth Avenue of New York, then France and Italy, which will eventually spread all over the world.

But doing so in China does not mean that success can be simply copied into the international market.

This has been fully illustrated by the practice of the British market.

public media reports, when the two stores opened in Suffolk County and Lincolnshire in 2008, Gao Xiaodong, the head of the company, once said that in 3 years, the brand of Bosteng men's clothing was known in the British market, and after 5 years, the appearance of men in Boston would be seen in the whole European market, so as to realize the dream of expanding Chinese men's wear brands in overseas markets.

however, 4 years later, before the opening of flagship store in London in 2012, the stalls in GREENWOODS or other stores in other cities had disappeared.

at present, Bosideng is also slightly embarrassed in the British market.

Some Chinese who have studied or worked in London for a long time generally told the new financial reporters that the price of the flagship store is high, "the psychological gap is very large, and the domestic price is definitely not the same". Therefore, apart from the occasional impulse to support domestic products, they do not often care about it.

most people in London know that there is a Chinese brand in Oxford Street business circle, but they do not know much about the brand itself.

This is still a long way from what we should have achieved two years ago.

In the face of Britain and even the whole European market, Bosideng has to admit that it is not easy for P to win the hearts of consumers in the consumer market.

the head of the flagship store once told the media that although the market is large enough, in addition to the style of the product, including the influence of the shops, management and service are ways to enhance brand awareness.

In these respects, "although we have the successful experience of the domestic market as the foundation, facing the international market, we really hope that we will make a lot of extra efforts."

It is not easy for European consumers to understand "P". In Yang Dayun's view, the first gene of a brand is determined by the state. "People's inherent concept of Chinese products is cheap, which is difficult to change."

another gene is the region. Xiong Xiaokun said that Britain is the birthplace of suits, and the men's clothing enterprises in Britain have a unique advantage. Bosteng men's clothes are not eager to go abroad to develop without much competition in China. There is not much competitive advantage.

but this does not mean that Boston has no chance.

Yang pointed out that Europeans pay more attention to cost performance when they buy things. First of all, they value quality and quality, then brand and other measures, so there is an opportunity for Bosideng. "But this kind of opportunity is ultimately determined by the consumer's trust in the brand, and this trust needs long-term training."

in his view, the most important thing for domestic brands is whether they can enter the mainstream business circle of new market, and really enter into the consumer's consumption field, instead of opening several stores abroad, that is, international brands.

"Of course, it is an effective way to expand the occupancy rate by opening a store. It also includes many ways to participate in fashion shows and expand brand influence, so that consumers can slowly recognize it."

"P" will be a long process. "International fast fashion brand UNIQLO is also in London for many years before it began to gain a firm foothold. H&M has been in Beijing for two or three years to form a continuous purchasing power among young women, so this is definitely needed."

Yang Dayun said.

CFO, P, said that the company has a detailed business plan, including a series of indicators such as sales profits, to ensure that Bosideng can develop its own profits and losses in the UK.

No one can predict how long it will take to achieve this goal in the future, but we must admit that "Boston goes out and can set up flagship stores in the top business circles of London has been very bold. This first means that we have come and can finally be accepted by the market and can not stand up. This is a continuing problem."

An insider told the new financial reporter.