The Change Of Bosideng Professional Manager Once Raised Questions.

In the present down market, some new brands often catch the elements of youth and fashion, which brings great pressure to Boston.

For example, Eral, born in Lishui and Jin Yujie in Beijing, although sales can not surpass Bosideng, there is great potential for development.

In addition to declining performance, the change of Bosideng professional managers has also raised doubts.

In February 2015, Liang Xuhui, a professional manager from Daphne, announced his resignation. Gao Dekang, chairman and founder of Bosideng board of directors, continued to take over the position of CEO.

Liang Xuhui, who took office in May 2014, left only CEO9 months.

This is also considered to be another setback for Bosideng in appointing professional managers and from family management to international management.

"It is rare for professional managers to come and go and be able to be stable for two years in a fully managed position. We can see that the contradiction between family management and professional managers is large, and the latter is very difficult to have enough time to manage."

One industry insider said.

The executive who was promoted to the front desk by Gao Dekang, besides Liang Xuhui, who had just resigned, and his wife madon and other managers such as Huang GUI did not last long.

Ma Bin, a manager who had worked in Bosideng, told reporters that Gao Dekang was always full of confidence in himself and was hard to listen to others' opinions.

Face-to-face conversation with him is easy to develop into his own long winded speech.

There are also loopholes in company management.

"It may be hard for you to believe that Bosideng group meets for rehearsal. Generally speaking, we must first talk about the achievements of the respected General Gao, the respected general Mei, and how much he has achieved under his leadership. Finally, we must assure Gao Zong that we will complete the task this year, and shout slogans such as" high general assured, Mei is always reassured "and so on, and even the tone should be rehearsed in advance.

In 1976, Gao Dekang started his own business, and rolled out from a dozen farmers to become a large company listed in Hongkong, with an annual turnover of several billion yuan. This is undoubtedly a great success for Gao Dekang.

However, some industry experts say that the past success has also kept them in the past.

Bosideng

More and more aging, old style, can only attract older consumers, it is difficult to seize young people. "

The industry commented, and the price positioning is high, a piece often 2000 yuan, in the market gradually lack of competitiveness.

Japan's brand of uniformed clothing developed by the uniformed clothing can be sold at a price of 399 yuan or 499 yuan, which lies in the huge consumption power brought by the young fashion of the product.

"Once UNIQLO's down jacket can buy millions of pieces at a time, its competitiveness lies in the fact that Bosideng can not catch up with each other.

A small product, the competitiveness gap of enterprises can be imagined. "

An industry source said.

Another chronic disease is the product itself.

Ma Bin said that Bosideng produces winter clothing products, and lacks sales of supporting products in the three quarter of spring, summer and autumn.

The sales mode of the company is also a sales of exclusive stores and counters. Therefore, in the winter, these stores and counters are operating very difficult, especially in large shopping malls.

"Sometimes, in order to ensure the other three seasons of operation, Bosideng special food and other products sold, which seriously undermines the brand image," Ma Bin said. "Bosideng's urgent task is to make the original products young and fashionable, and then cooperate with other products of the four seasons to reshape the product image."