Change Business Mode Bosideng Pformation Into "Deep Water Area"

Not long ago, Bosideng's 2015 annual report showed that Bosideng's revenue and net profit both dropped sharply.

Among them, operating income decreased by 23.6% from 8 billion 238 million yuan in the previous year, and net profit dropped from 695 million yuan to 132 million yuan, a drop of 80.97%.

Bosideng explained that the main reason for Boston's decline in revenues and profits last year was the liquidation of the group.

And optimizing the network as the primary goal, reducing production and shutting down poorly managed stores, and so on, have a great impact on performance.

Indeed, in

In the context of businesses shutting down, Bosideng's closing range is still outstanding.

According to the financial report, there were 5133 outlets in Bosideng in fiscal year 2015, including 1355 self operated outlets and 3778 outlets operated by third party distributors.

As of March 31, 2015, there were 7982 outlets in Bosideng.

Why did Bosten make such a big adjustment to the store? The official said that the reason why Bosteng adjusted the store decisively is that the company wants to pform from the traditional wholesale business mode to the retail mode which is more close to the market and consumers.

The woman responsible person said that in the past, garment enterprises carried out business in the wholesale mode, managed their own production, and then wholesale the products to distributors, who were responsible for retail sales.

Under this mode, enterprises can not well grasp store display, location and service.

However, when consumers are demanding more and more, enterprises need to control the market more.

So, she added, "we sell off bad sales and increase some direct outlets."

According to the reporter, since 2013, Bosideng began to implement channel optimization strategy, and continuously enhance the proportion of Direct stores.

Take down clothing business as an example. In fiscal year 2014, the proportion of Bosideng down clothing business in self operated online stores was 32.8%, and it rose to 38.3% in fiscal 2015.

Meanwhile, Bosideng is also improving its ability to control distribution stores.

Bosideng said, "we will turn off shops that are not well sold or operate irregularities. Some shops that are not good but can be managed will be promoted through training and education. If training fails to achieve the goal, they will be turned off."

It is reported that

On the whole, Bosideng will sell subsidiaries to supervise all over the country.

However, in the shop adjustment, bostin said that there are no digital indicators at the moment.

In the planning process of specific stores, we need to do things step by step on the basis of understanding the market.

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Of course, Bosideng's pformation plan is much more than that.

It is understood that in order to better realize the role of its retailers, Bosideng will unify the price of the national clothing tag this year.

"Bosideng also had unified pricing, but there was room for price adjustment everywhere, resulting in price unequal across the country."

The above said.

Reporters visited the flagship store in Bosideng, Xidan, Beijing, and found that although the price of 399, 499, and 599 yuan was posted inside the store, there was no price tag on many down garments, and many consumers had to ask the clerk about the price.

In the non down jacket sector, the Chinese Commercial Daily reporter found that some of the Bosteng women's products in the shop had unclear price and even price confusion.

Take a black women's T-shirt in spring and summer 2015 as an example, the price tag is not marked on the label. After asking the clerk, the price is 168 yuan, and the reporter saw it from the official flagship store of Bosideng. The price of the product is 249 yuan and the current price is 125 yuan.

Bosideng said that in the future, Bosideng's new products would strive for a unified price on line and across the country, but there might be price differences in inventory, such as online, there may be price discrepancy in the case of product promotion or activities.

In addition, multi brand and four seasons are still the future direction of Bosteng pformation.

Bosideng said that in the long run, from the down product category to multi products and brand is the inevitable direction of development, so Bosideng will gradually push forward to four seasons and many brands.

It is understood that Bosideng has four major down garments since last year.

To relocate and brand, in which ice cream and KangBo brand are repositioned as regional brands, Bosideng and Xue Zhong Fei brand will continue to be national brands.

In terms of the four seasons, the above sources revealed that Bosideng's Bosteng men's wear and Mogao two men's clothing brands are located in business and leisure.

On the women's wear, she said that Jesse's dress will open up to the future and launch another online parity brand.

From a series of actions, Bosideng's pformation is quite determined, but in the face of 1 billion 909 million yuan inventory, the prospect of its pformation remains to be seen.