Bosideng Will Develop The Whole Product Line.

Bosideng tried again in 2015. It is reported that the new women's clothing series includes products in the three seasons of spring, summer and autumn and some winter products. Among the 100 shops that already have women's clothing, half are Boston's Direct stores and half of them belong to franchisees.

According to Bosideng's information, it is the largest down garment manufacturer in China, occupying 40.1% of the domestic market share.

But the fierce competition in the industry and the influence of "warm winter", the sales performance of the company that sells the down jacket is not very good. Bosideng's performance in the first half of fiscal year 2014 showed a slight increase of 1.4% to 2 billion 850 million yuan in operating income, a net profit of 253 million yuan and a decrease of 22.5%. In the non feather down sector, Bosideng's income rose by 5.1% over the same period. However, down jacket business fell by 19.2% over the same period last year.

At the end of last month, Bosideng issued a profit warning. It is expected that the income and net profit of the down group business will be significantly lower than that of the same period in 2014 for the fiscal year ended March 31, 2015. The company said that the fall in the income of the down garment business was mainly due to the poor sales situation in the traditional sales season before the Spring Festival this year. In addition, the group cleaned up inventory in the fiscal year as the primary goal of the group, thus strategically reducing the production volume of new goods and the price of second-hand goods.

An industry told reporters that Bosideng's products are relatively simple, even if there is an extension of the product, but it has not made the brand, its income is still mainly dependent on the down jacket, "but now," Men's wear , Women's wear Sports, and even fast fashion brands have introduced down garments, and cakes are getting smaller and smaller. "

"We must adjust." Gao de Kang Yesterday told reporters that his plan is that Bosideng will now make up about 80% of the overall business down to 60% or less in three years. "We already have men's wear and women's wear. At present, the development of children's clothing will be on sale at the end of this year. Gao Dekang said that the best future of the non feather and down business is "55 open".

Bosideng also has plans in the international market. It is revealed that after the robust operation of flagship store in London, Bosideng will participate in Milan World Expo this year, and its own brand products will enter 8 European countries, including Germany, Italy, France and Spain.

In fact, Bosideng has been seeking transformation. Reporters learned that, by the end of March this year, in some provinces of Bosideng shop, Bosideng brand of women's clothing quietly listing. This is not the first time Bosteng tried women's clothing. At present, the women's clothing brands which run by the company include Jesse, a well-known domestic clothing brand bought in October 2011 (Bosideng owns 70% stake), and the Shenzhen banbao senior lady dress brand, which was invested in July 2013. These two brands are directly purchased or controlled, and Bosideng once runs its own dress brand Rui Qi directly. In November 2010, Rui Qi first appeared in the 2011 spring and summer fashion conference, marking the Bosideng group's march into the Chinese women's wear market. However, due to poor performance last year, Rui Qi brand completely withdrew.