How Does Bosden Step Out Of The Customs

The fashion industry has been closing stores. Here is the world Clothing, shoes and hats Net's small editor to introduce to you is bosden pass large-scale shop closing? What is the effect of "four seasons"?

Bosden said the stores that were closed were inventory and inefficient online retail stores created by sub brands in the past. The fashion industry is still closing stores. Bosden, China's largest down jacket brand listed in Hong Kong. According to the financial report released, in the past year up to March 31, 2014, the total number of retail outlets of its down jacket business decreased by 5053 to 6599, compared with that of March 31, 2014. In addition to the non down business, a total of 5106 stores were reduced in the whole year. Bosden's revenue fell 23.6% to 6.293 billion yuan and net profit fell 81% to 132 million yuan.

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Bosden set clearing inventory and optimizing the retail network as the primary goal last year, and expected to gradually move from the traditional wholesale business model to a retail mode closer to the market and consumers through substantial business adjustment.

It is reported that, in order to reduce inventory, bosden's new product production decreased by more than 10% in order to make more room to eliminate old inventory. In addition, according to the situation of distributors, bosden also actively reduced the order of distributors by about 10% to 20%, and added more channels to digest inventory.

Bosden's above-mentioned situation and expression are the same as Li Ning, who announced the change three years ago. However, after large-scale shop closures, Li Ning has yet to achieve the results praised by the outside world. Jin Zhenjun, who was in charge of the reform, has resigned from his post as chief executive.

Cheng Weixiong, general manager of Shanghai Liangqi Brand Management Co., Ltd., said that many of bosden's stores are single season stores that only sell down jackets. At the moment of such high rent cost, it is reasonable to close the poorly operated stores.

"In the past, people might choose a special down jacket brand to buy down jacket, but now this kind of product is so replaceable that almost every clothing brand will sell down jacket." Bosden has long recognized the risks of single season commodities. A few years ago, the company has put forward the strategy of multi brand and four seasons products, and has successively acquired several men's and women's wear brands since 2011. But at present, bosden's men's and women's wear business development is not smooth.

From the perspective of business structure, bosden's main business is divided into three parts: down jacket business, OEM processing management business and non down jacket business. In addition to OEM processing management, the other two business performance is not beautiful. Brand down jacket business is still bosden's largest source of revenue, accounting for 64.8% of the group's revenue.

wrong Down Jackets The business revenue was about 1 billion yuan last year, with a year-on-year decrease of more than 20%. In addition, 25 stores, 15 stores and 13 stores of bosden men's wear, Jesse's and morco's were reduced respectively.

"For bosden, how to implement the strategy of four seasons and multi brand on the basis of tamping down business is a must and imminent choice." Cheng Weixiong said.

Just in April this year, bosden announced that Itochu and CITIC Securities were introduced as strategic investors to introduce new brands and strengthen businesses other than down business.

Bosden's chief financial officer, Mai Runquan, said in a conference call on June 30 that Itochu has 150 European and American brands in Japan, and its cooperation with children's wear and outdoor brands Design More interested. According to Mai Runquan, the sales of women's clothing brands have improved significantly, and it is not ruled out that women's wear will be developed through cooperation or even merger and acquisition in the future.

The down jacket business is still not well stocked and may take one to two years to recover.