Bosideng 5 Million Gold Digging Before Daphne CEO Launched A Non Feather Down Plate

Bosideng released the latest financial results, as of March 31st. company Revenue fell 11.7% to 8 billion 238 million yuan, net profit fell 35.6% to 695 million yuan. Facing the double drop of revenue and net profit, Bosideng plans to increase direct battalion and force the non feather down plate out of the doldrums. Previously, Bosideng had spent 5 million yuan to dig up the Daphne CEO.

Last year, the number of Bosideng down clothing business stores decreased by 1357, and non feather down businesses closed 263 stores. While shrinking the poor stores, Bosideng is also increasing the proportion of self owned stores. Last year, the net of self-help shops in the down jacket sector increased by 726 to 3823, accounting for 32.8% of the total retail network.

The annual revenue fell by 11.7% to 8 billion 238 million yuan a year, of which group brand down clothing business income fell 14.6% to 6 billion 57 million yuan, mainly affected by domestic demand and the high temperature in autumn and winter; OEM processing business was slow because of the recovery in Europe and America, and the processing factory moved to Southeast Asia, the income decreased by 7.8% to 880 million yuan; the sales of non down garment business increased slightly by 1.9% to 1 billion 300 million yuan, accounting for 15.8% of the group's total income, and the proportion increased from 13.7% in the previous year. In mid May, Liang Xuhui, the newly appointed chief executive of Bosideng, said in the performance press conference that he would focus on the development of non down garment business in the future. He did not rule out the fact that the proportion of the business income increased to 30% through the acquisition of a well-known brand.

37.8% of the market share. Bosideng Continue to sit on the top of the down jacket Market, but Liang Xuhui, the new chief executive, admitted that Bosideng is under pressure from many competitors. This also lets Bosideng must accelerate the change, Liang Xuhui said that this year Bosideng will enlarge the non down jacket plate through the capital operation pattern, the main purchase object will be the business, the leisure men's clothing and the mature women's clothing.

Liang Xuhui revealed that the annual business income of e-commerce is only 4-5 billion yuan, accounting for 6% of total revenue, and it is hoped that the proportion will be raised to 10% within three years through online and offline integration.

However, to strengthen the non down jacket plate is very important. Bosideng It's not easy either. It has been four years for men to wear men's clothing, but Bosteng men's wear has always been a soft spot for Bosideng. From the financial data, we can see that in the non feather plate, Bosideng men's clothing is the only drop in business, the income is 478 million yuan, down 1.2% compared with the same period last year, Jesse and Mogao's income were 348 million yuan and 446 million yuan, respectively, up 4.9% over the same period last year.

Liang Xuhui said that Bosideng men's clothing was re positioned, and the target group had been transferred to two or three line city male, the price band narrowed to 400-1000 yuan, and the number of SKU was reduced from 1600 to 800. Last year, Bosideng men's clothing distribution channels to integrate the net to reduce 163 poorly run shops, new stores are mostly located in shopping centers and street stores. Bosideng has also adjusted the O2O online business in addition to the power down business. Liang Xuhui said that Bosideng and snow flying brand will have more online offline stores, and ice cream and compo are more inclined to sell online. Boston is more prudent in its future store opening plan, and no longer seeks to win by volume, but also focuses on opening a large store with large scale and large business area.