Bosideng Stock Up To 2 Billion Is The Key To Selling Products.

< p > here the world is < a href= "http://www.91se91.com/" target= "_blank" > clothing < /a > a href= "http://www.91se91.com/" target= "http://www.91se91.com/" > shoes "< > hat net" Xiaobian "introduced to everyone is Bosideng stock again broken 2 billion, channel reaction speed is imminent.

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< p > > high storage is not dispersed. Boston released the latest fiscal year results up to March 31st, showing that the company's final inventory remained as high as 2 billion yuan.

Bosideng blamed the inventory increase on "insufficient digestion".

However, the industry believes that cutting production, discount and other means to solve the problem, improve the reaction speed of the channel, the key is to sell products.

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< p > < strong > Bosideng stock rose continuously for five years < /strong > < /p >.

< p > at the end of 9 last year, Bosideng stock reached 2 billion 703 million yuan "high voltage line". After nearly half a year's digestion, the stock remained high.

As of March 31st this year, the inventory amounted to 2 billion 43 million yuan.

Zhang Yunning, director of investor relations at Bosideng, admitted in an interview with reporters that "we are also aware that inventory is a relatively big problem, and that the increase in inventory is mainly due to insufficient digestion."

And explained that in September 30th last year, higher inventory, mainly for the second half of the sales preparation, ahead of production, goods have not yet been sent to dealers, so the stock is higher.

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< p >, after Boston's annual financial report in recent years, it was found that its inventory has increased for five consecutive years since 2010.

Huge inventory seriously occupied funds, resulting in poor financial performance of Bosideng.

In the year ended March 31, 2014, the company's revenue decreased by 11.7% to about 8 billion 238 million yuan, and the net profit of shareholders decreased by 35.6% to about 695 million yuan.

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< p > < strong > yield reduction digestion stock < /strong > /p >

< p > down garment is a seasonal product with high sensitivity to temperature. If the enterprise is too optimistic about the market and stocking more, it will easily lead to sales difficulties and high inventory.

Xiong Xiaokun, an analyst with CIC's light industry, said that by the impact of the electricity supplier, there are a lot of merchants selling down clothing on Taobao platform. The price is lower than Bosideng, which will undoubtedly divert the latter customers; on the other hand, the market demand for Down garments is reduced due to the influence of global warming.

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Less than P, Bosideng took control of the new inventory during the reporting period, considering the weather, market competition, and weak market consumption and other factors to reduce production automatically.

In addition, Zhang Yunning also said, mainly because the digestion of old stock is not big enough, not thorough enough.

Therefore, the company plans to increase digestion efforts this year, adjust the product discount in the off-season, and increase sales channels, such as group buying.

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< p > < strong > speed of channel reaction is imminent. < /strong > < /p >

< p > "increasing digestion efforts" and "ensuring profits" are often not acceptable for both fish and bear paws.

Reporters previously seen in Bosideng flagship store in Xidan, Beijing, the brand down jacket hit a 4-6.5 discount.

According to Bosideng's "intensified efforts" plan, this wave of big discounts has spread in more stores.

Bosideng also acknowledged that the discount conference had a certain impact on gross margin.

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< p > Xiong Xiaokun believes that the double decline of a href= "http://www.91se91.com/news/index_f.asp" > Bosideng < /a > revenue and net profit is a dangerous signal for the company.

Down clothing is a seasonal commodity. If a higher inventory is generated, the digestion cycle is longer, and if the inventory is over a certain period, it will be difficult to sell. It will be difficult to cash in and will become a loss. A large discount sale will also have a negative impact on the company image.

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< p > there is a view that the old stock can be digested through the channel sink.

"Under the premise of ensuring quality, some products will be extended to the three or four tier cities to increase the way out.

In addition, the electricity supplier platform is also a choice, but enterprises need to choose regular partners and publicity to guide consumers to buy, to prevent counterfeit goods from attacking the brand.

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< p > discount is only a temporary solution. Insiders generally believe that raising the speed of channel reaction is the key.

The down jacket enterprises should strengthen the timely feedback from the terminal store sales information, and formulate detailed production plans according to the daily operation situation, such as style and output, etc.

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"P" Bosideng has also realized this point, Zhang Yunning said, the company in the new product production link, the single frequency from the previous two weeks to once a week.

The company hopes that by March 31st next year, the inventory will drop by 10%-15% compared with the same period last year.

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< p > another industry source said, for the purpose of "selling products", the information feedback from sales terminals to enterprises is a very important link, and this time should be as short as possible, or even better to achieve real-time data collection, and through the big data analysis and other means, we plan to produce as short as possible.

In addition, this feedback mechanism should not be limited to < a href= "http://www.91se91.com/news/index_s.asp" > Direct store > /a >, the third party distributor should also join it.

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