Gao Dekang Thinks Clothing Stores Should Change The Positioning Mode Of The Whole Guest.

The clothing industry is still on the rise, but the traditional clothing enterprises are seriously affected by the electricity supplier.

In Gao Dekang's view, the traditional clothing enterprises touches the net merely to have a more sales channel, but this is far from enough.

The apparel industry is carrying out the grand integration of the survival of the fittest. Bosideng will focus more resources on planning and layout based on the Internet development strategy and marketing mode.

In the down jacket Market, Bosideng accounted for 40.1% of sales and became the largest producer of down garments in China.

Gao Dekang said that Bosideng will learn from Monclear, introduce the world's first class creativity, fashion the high-end down jacket, and make the middle end products the basic fashion.

On this basis, Bosideng will add jeans and other accessories in the autumn and winter products, and extend its products in spring and summer.

For Bosideng, we need to accelerate the implementation of the strategy of four seasons.

Bosideng's performance in the first half of fiscal year in 2014 showed that the down garment business fell by 19.2% over the same period last fiscal year. In the non feather down sector, Bosideng's income rose by 5.1% over the same period.

The cooperation between Bosideng and Itou Tada and CITIC Securities is also based on the three party's complementary advantages and resource sharing. With the help of Itou Tada's experience in multi brand operation in the field of clothing, different categories of clothing brands are introduced.

Gao Dekang said Bosideng will cultivate new growth points in the field of men's wear, women's wear and casual wear, so that the product structure of Bosideng will be more reasonable.

This year, Bosideng will also enter the field of children's clothing, but the name may go to Bosideng.

Gao Dekang said that Bosideng will adjust the existing business structure in three years, hoping that three years later, the proportion of down and non down business can be half divided.

Men's business will also be Bosideng.

Mainly, women's clothing increases brand richness through acquisition and merger.

Children's clothing is still in its infancy. It will accelerate the acquisition of brand and increase market share after a certain degree of operation.

At present,

The electricity supplier plate is mainly stationed in the platform, and has been stationed in Tmall, Jingdong, Amazon, vip.com, No. 1 store and Dangdang.

In the "double 11" promotion, Bosideng is located many times.

Network sales forefront, single day trading volume of more than 100 million yuan.

Prior to this, Bosideng made a different channel strategy for Bosideng, Xue Zhong Fei, Bing Jie and KangBo brand.

Bosideng and Xue Zhong Fei brand are mainly based on the entity store business. KangBo is the main market in the regional market.

Gao Dekang said Bosideng will adopt the strategy of integrating online and offline, and synchronize products and prices.

At the same time, clothing products and suggestions will be added.

Gao Dekang said that online channels can be used to clear inventories, but in order to change and improve, it is still necessary to sell seasonal products.

Bosideng has fifth special channels to digest inventory.

After adjusting the business structure, Bosideng also made a comprehensive combing of the stores.

Bosideng announced last year's interim performance analysis conference to start the pformation of terminal stores. It plans to pform 20 medium-sized flagship stores in 400-500 square meters into brand collection stores and experiential shops.

Shanghai Nanjing East Road store and Beijing Xidan flagship store will take the lead in model pformation.

Gao Dekang said that retail stores not only make the brand richer, but also store brand positioning at the same level.

Bosideng's products cover almost all ages. In the past, all the series of these brands were concentrated in one store.

In the pformation of stores, products will be categorized.

If the main store is a young customer group, all display and clothing in the store will focus on the customer segments.

For independent stores, Gao de Kang said that it will also change the rugged management mode, and make a subdivision and adjustment of the products within the store according to a clear positioning.

Gao Dekang is also working hard to change the relationship with suppliers and franchisees and reduce Bosideng stock.

In the past, Boston stock was higher due to the lack of goods and management.

Gao Dekang said that in the future, headquarters will be directly butted to retail outlets to achieve a unified allocation of goods, reduce labor costs and streamline the company structure.