Bosideng'S Main Business Is Facing Difficulties And Escaping From Crisis.

Performance predicament is just a problem representation. The root cause of the problem comes from Boston's product positioning and deep-rooted management problems. For future Bosideng, we should not only seek other breakdowns clothing business breakthroughs, but also renew the brand vitality, and behind these efforts, the reform of management mode may be the key to success or failure.

Bosideng's urgent task is to further develop the non down garment business, so as to enhance the company's ability to resist risks and expand the profit margin.

Women's wear is the short board of Bosideng. Bosideng needs to adjust strategy and make breakthroughs in women's wear.

According to Boston's announcement in June 29th, the revenue from March 31, 2014 to March 31, 2015 was 6 billion 293 million yuan, down 23.6% from 8 billion 238 million yuan in the previous year, and net profit was 132 million yuan, down 81%.

Whether it is brand down clothing and non down clothing business, two areas suffer from "serious disaster".

The annual report shows that the sales of Bosideng brand down garments dropped from 6 billion 57 million yuan in 2014 to 4 billion 80 million yuan, among which four brands, Bosideng, Xue Zhong Fei, Bing Jie and Kang Bo, all had two figure declines.

The main brand Bosideng slipped 20.3%, and the biggest decline was 79.2%.

Another area that Boston hopes for high hopes is that men's clothing, casual brands and women's clothing brands have suffered a lot of setbacks.

Around 2004, Bosideng invested money in the development of men's clothing. According to industry experts, the brand's turnover reached 500 million yuan to 600 million yuan in its prime.

But the 2015 earnings report showed a sharp decline in the brand.

In the 2014 fiscal year, the sales of Bosteng men's clothing was 478 million yuan, while in 2015 fiscal year, men's clothing sold only 276 million yuan, down 42.3%.

In addition, Jesse women's clothing and sports and leisure brand acquired by Mogao in 2010 also showed a different decline.

Overall, the income of non down garments dropped from 1 billion 300 million yuan in 2014 to 1 billion 11 million yuan in 2015, with a 22.3% decline.

The only relief is the OEM.

Income growth has reached 1 billion 202 million yuan, an increase of 36.5% over the previous year.

However, some analysts pointed out that the growth of OEM revenue is not good for a brand enterprise.

"The faster the development of the OEM business, the faster the competitor grows, actually helping others, not for themselves."

In fact, the problem of performance began bothering on 2014. In 2014, business income declined from 9 billion 325 million yuan in 2013 to 8 billion 234 million yuan, down 11.7%.

The main business of the down garment business was down 14.6% and the turnover was 6 billion 57 million yuan. At that time, Bosideng would be blamed for the rising temperature and the severe market environment.

CIC consultant light industry researcher

It is believed that the reasons for Boston's decline in revenues and profits are not only related to the environment, but also from itself.

In 2014, Bosideng focused on inventory cleaning, new products, narrowing of profit margins, and its development in non down garment business.

It's a drag.

Bosideng may have other plans, according to media reports. In April 2015, Bosideng announced that Japan's third largest trading bank Itochu Commercial Corporation and investment platform of CITIC Securities were jointly invested in Bosideng, with a total subscription amount of HK $1 billion 550 million, and subscription shares accounted for 13.99% of the issued share capital after the expansion.