Is Boston Going To Be The Next Lining?

It is reported that the winter is coming, it is the right time to prepare for cold clothing.

This also provides a good marketing excuse for overloading winter clothing.

But now, things seem to be changing.

Bosideng International Holdings Limited, the largest local down garment manufacturer in China, is busy contracting traditional channels and has closed down 3436 down garment retail outlets in the 6 months after the explosion.

Starting from the down jacket production, as early as 1994, the brand of "Bosideng" entered the field of down garment production. After that, three sub brands, including "snow flying", "KangBo" and "ice cream", were launched to form the brand matrix.

According to the relevant data in 2013, the above four brands occupy 37.8% of China's down garment market and are well deserved industry leaders.

Just,

This item can only be worn in winter, but not in summer.

Therefore, going to seasonally became a key point of reform for Bosideng.

It's easier said than done, and the down jacket business is progressed slowly. In the end, Bosideng is also a down garment manufacturer.

As of September 30, 2014, down garment business accounted for more than 85% of Bosideng's total revenue.

For "

"Bosideng people don't know how we see it, but insiders remind us to recognize their strengths and weaknesses and build their core competitiveness, which is the only way out of the crisis and remain invincible in the competition.

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The PC traffic dividend era has gradually passed. In the era of centralization of mobile technology, how should enterprises do the promotion and how much should they invest? Before the problem is clear, BELLE can not explain where the capital invested by investors will increase.

Therefore, on the one hand, Sheng Bai Jiao emphasizes that department stores are still the most important selling channels for middle and high class women's shoes, and evaluate the online shopping business "did not want to understand before, until now, it is still not quite clear".

On the other hand, it also indicated that it would continue to increase input, speed up the construction of information technology, and lay a good foundation for the integration of online and offline technologies.

And let the outside world see its cautious attitude is that Sheng Bai pepper once said that information technology is mainly IT system pformation, investment will not be great.

As for the relationship between BELLE and BELLE, it is a long time ago that Tang Xin, an advisor of the strategic industry research institute, has evaluated that BELLE is not a company that actively develops e-commerce. To a large extent, it is worried that competitors will make big e-commerce and passively respond. This determines that BELLE's sales pattern based on offline and online supplemented will not be broken.

In addition to positioning, another problem of gifted purchase is its independent mall strategy, which is considered not suitable for the current development of e-commerce.

Gong Wenxiang, an e-commerce research expert, said that online sales, like offline sales, are still channels.

He made strategic consultations for several traditional enterprises. He found that the sales volume of the external online channels of the successful e-commerce enterprises were generally more than that of their official website sales. Far sighted enterprises had set up specialized online channel departments to be responsible for the construction of online channels.

But the e-commerce system of excellent purchase has been divided according to the official website and distribution channels. The official website is excellent shopping mall, while sales on the platform outside the official website are counted in the distribution channel, and the resources of its marketing promotion are more inclined to the official website.

This may also be one of the reasons why the excellent acquisition did not grow as expected.

Nevertheless, Mo Daiqing thinks, the problem that superior buys at present is reflected vertical electric business still did not come out from predicament.

The idea of developing an independent mall is right, because the operation of the third party platform is often subject to rules, such as big promotion and ultra low price activities. It must disturb the price system of the brand and affect the gross profit margin. But in marketing promotion, we must pay attention to a game of chess, so as to balance the sale of the official website and the third party platform.

From the practice of network brand wheat bag, the official website is more responsible for building the underlying system and accumulating user data to provide users with better services.

Mo Daiqing believes that BELLE international development of e-commerce business, or to focus on the development trend of O2O, through mobile tools and social attributes to revitalize nearly two stores store resources, to achieve true online and offline integration.

But this integration is not only a channel, but also a comprehensive integration of supply chain, logistics system, marketing promotion and capital flow.