Bosideng'S "Big Change" Is Exactly The Same As That Of Lining.

Recently,

More than 5000 stores were closed. The main reason is those stocks and the inefficient retail outlets which were produced by sub brands in the past.

The report of Bosideng, China's largest down garment brand listed in Hong Kong, shows that in the past year as of March 31st this year, the total number of retail outlets of its down garment business has decreased by 5053 to 6599 compared with March 31, 2014, and the non down business has reduced 5106 stores year-round.

Bosideng's revenue declined 23.6% to 6 billion 293 million yuan in the fiscal year, and net profit fell 81% to 132 million yuan.

Bosideng put it back last year.

And the optimization of the retail network is the primary goal. We hope that through a large scale of business adjustment, from the traditional wholesale business mode, we will gradually move towards the retail mode that is closer to the market and consumers.

It is reported that in order to reduce inventory, Bosteng annual production volume of new products reduced by more than 10%, so as to make more room to pform old stock.

In addition, according to the distributor's situation, Bosideng also voluntarily lowered the order of distributors from about 10% to 20%, while adding more channels for specialized digestion.

Boston's situation and statement are exactly the same as those announced by Lining three years ago.

However, after large scale closes, Lining still can not get the effect of being praised by the outside world. Jin Zhenjun, who was in charge of reform, has already stepped down as chief executive officer.

Cheng Weixiong, general manager of Shanghai Liang habitat Brand Management Co., Ltd., said that many stores in Bosideng are single season shops that only sell down garments. In the current high cost of rent, it is reasonable to close bad stores.

"People used to buy down coats in the past may choose a special down clothing brand, but now these goods are so substitutable that almost every clothing brand will sell down garments."

Bosideng has long recognized the risks of single season goods.

A few years ago, the strategy of multi branding and four seasons of products had been put forward, and since 2011, many men's and women's wear brands have been acquired.

But for now, Bosteng's men's and women's wear business is not smooth.

From the perspective of business structure, Bosideng's main business is divided into three parts: down garment business, OEM processing management business and non down garment business.

In addition to the growth of the OEM management business, the performance of the other two businesses is not beautiful.

The brand down garment business is still the largest source of revenue for Bosideng, accounting for 64.8% of the group's revenue.

Last year, the income of non down garment business was around 1 billion yuan, down by 20% over the same period last year.

Also in the inventory, Bosteng men's clothing, Jesse and Mogao respectively reduced 25, 15 and 13 stores.

"For Bosideng, how to implement the strategy of four seasons and multi branding on the basis of consolidating down business is imperative and urgent."

Cheng Weixiong said.

In April this year, Bosideng announced that ITOI and CITIC Securities should be introduced as strategic investors to import new brands and strengthen the business beyond feather and down business.

Itou Tada, chief financial officer, said in June 30th that he had 150 European and American brands in Japan and was more interested in children's wear and outdoor brands.

According to Mai Yun Quan, the sales of women's wear brands have improved significantly. In the future, women's clothing will not be ruled out through cooperation or even mergers and acquisitions.

The down clothes business is still not ideal, and it may take one or two years to recover.