Bosideng Stores Shrink Half A Year To Close 3550 Stores

Bosideng announced the interim results as of September 30th. During the reporting period, the company achieved net profit of 253 million yuan, down 22.5%. The company's revenue reached 2 billion 849 million yuan, an increase of 1.4% over the same period last year. Bosideng said the main reason for the increase in revenue was mainly from the OEM processing business and the non down business.

During the reporting period, as part of the reporting period, the company's main business is to digest inventory, relocate the brand and optimize the management and sales channels to meet the market demand. This part of the business revenue fell by about 19.2%, accounting for 49.8% of the total revenue of the company, about 1 billion 418 million yuan.

Journalist access Bosideng According to the financial report, the total number of retail outlets in the down garment business decreased by 3436 to 8216 in March 31st, including 304 retail outlets to 3519 outlets, and 3132 outlets to 4697 outlets operated by third party distributors. However, the proportion of direct outlets increased from 32.8% at the end of March 2014 to 42.8%.

Bosideng banner Non down garment business The stores have also been adjusted. During the reporting period, the total number of retail outlets of the company decreased by 114 to 1049 compared to the end of 3 in 2014. Among them, the total number of men's wear retail outlets decreased by 51 to 541, and the total number of Jesse brand retail outlets decreased by 5 to 221, while the total number of Mogao brand retail outlets decreased by 31 to 287.

For the large-scale contraction of stores, Bosideng said in the earnings report that the company mainly used the off-season to scan and evaluate the regional and business circles, to sort out and integrate the sales channels of all the brands of down garments, avoid overlapping channels, and make the layout of the retail network more reasonable.

In November 28th, Bosideng Chief executive Liang Xuhui said in an interview with reporters that retail transformation is not a short-term strategy, but a long-term strategy. After the adjustment of stores is basically in place, the company will upgrade its stores to the integrated store mode. Besides, the company has been doing a good job in the down jacket inventory, which will continue until next year.

Chen Changsong, a garment industry analyst, told reporters that Bosideng changed franchised stores to franchised stores, to some extent, in compliance with the trend. In the light of Xiong Xiaokun, a light industry researcher at CIC, Bosideng stores contracted and the proportion of direct sales increased faster, indicating the urgency of the transformation of the company.