Bosideng: The Road Of Pformation Under The Tide Of The Internet

2014 China released by AQSIQ and China brand building Promotion Association

In the evaluation of value,

Brand strength reached 918, brand value reached 19 billion 749 million yuan, ranking

The apparel industry is the first to show the strong brand strength of Xiong's peers.

According to information, Bosideng has an average annual compound growth rate (CAGR) of 8% over the past 2010-2014 years.

It is reported that as of 2015, Bosideng has reelected China for 20 consecutive years.

Sales champion for 19 consecutive years, the only representative of China's cold clothing to release the trend.

Although the honor has been added, in recent years, the textile and garment industry has been crowned "the most difficult period in history". The industry is in a continuous downturn and the inventory is high. It has also made the leading enterprise of Bosteng traditional clothing industry experience heavy pressure and development thinking.

Pursue the pformation for a long time

Most people in the market think that Bosideng, as the leading enterprise in the traditional clothing industry, is "ship is difficult to turn around". But for Bosideng, who still has the market share at the moment, "this is not a question of turning around or not, but is going with the flow." Gao Dekang, President of Bosideng, said that "big ship" does not mean "turning around hard". For Bosideng, it has benefited from the channel resources and brand value that Bosideng has precipitated for many years.

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As early as 2012, faced with the continuing weakness of the industry and the upgrading of people's consumption concept, Bosideng realized that consumption order is changing the trend of clothing brand, and the low level competition of single brand is not enough to sustain the sustainable growth of garment enterprises.

We must break down the pattern of down garments as a single main business, establish the strategic orientation of "four seasons, multi brands and internationalization", and open the road of full speed pformation of the industry in this garment industry.

In the face of foreign fast fashion and the trend of Japan and South Korea, Bosideng, in addition to deep ploughing down business, subdividing multiple brands to cover the market, constantly adjusts product version characteristics according to the consumer market.

Bosideng, in 2011, developed and introduced the "down feather" light down garment, which has been well received by the market since its launch. It not only injected new concepts into the brand, but also successfully extended the sales cycle.

On the other hand, the multi development of men's wear and women's wear will make up for the "four seasons" strategy of making up the shortage of single business and dispersing the risk of management.

The industry believes that multi brand is the direction of the development of clothing companies. Many brands also allow clothing companies to have greater influence in different fields such as piping layout, production procurement, marketing and so on. Brand coverage in different fields also helps companies to have a more stable and balanced sustainable development in different trends or business cycles.

International large clothing groups such as VFC (THE NORTH FACE parent group, Wei Fu Group), Itou Tada, UNIQLO and so on all have many brands, as well as the recent acquisition of Japanese clothing BELLE's BELLE shares, all through a multi brand strategy to circumvent the risk of single production.

Adopting a similar development strategy reflects the strong mentality of Bosideng, who has always maintained a smooth, lazy and adversity.

Change is everywhere, rational and optimized layout.

As the saying goes, change is everywhere, consumer attitudes are changing, consumption patterns are changing, consumption habits are changing, so Bosideng is also undergoing pformation.

Bosideng's sales decline in recent years, and the closure of a large number of stores has made people sweat for this famous clothing brand.

But in fact, this is the result of the company's insisting on pformation and continuous adjustment and improvement.

It is understood that Bosideng gradually worked hard from the extensive management mode to the meticulous pformation. From the wholesale business to the retail business, it gradually changed the way of opening stores and pushing sales, concentrating on strengthening retail capacity and developing brand integration. According to the fixed market assessment and analysis, it adjusted the rational layout of the retail network, promptly shut down the business performance and sold the stores over and over again. At present, the proportion of Bosideng self shop is nearly 40%.

Bosideng insiders say that whether it's down or down business, the main task is to clean up inventory, optimize retail channels and optimize product mix.

Bosideng comprehensively analyzes all aspects of the business, and resolutely closes down inefficient retail outlets.

For the secondhand goods, the group has set up more specialized sales channels to digest inventory, including discount stores, instant promotion shops, chain stores and large special stores and factory shops in remote areas.

It is hoped that through extensive business adjustment, the group will be able to work steadily and steadily and lay a more solid business foundation for future development so as to achieve healthy and sustainable development.

Public information shows that as of March 31, 2015, the proportion of self operated retail network in the whole retail network increased from 32.8% at the end of March 2014 to 38.3%.

At the same time, Bosideng has been promoting the new quarter down garments in different cities in the way of Pop-up Store this year. The first station in Changchun has achieved satisfactory results. Pop-up Store, which originated from overseas retail formats, has successfully boosted popularity, attracting consumers' eyeballs with on-site activities and games, not only successfully creating topics, but also stimulating sales in the area.

According to the insiders, for the clothing enterprises, the sales mode of the direct selling camp can not only increase the gross profit margin, but also get closer to the market and develop marketable products, and Ainobu Namishito is also aware of this, so we are gradually building a self operated network to improve the efficiency of the business operation.

A large area of closet reflects that Bosideng fully understands market changes, and on the other hand, it can see its great determination to carry out channel reform.

Internet thinking to open up online and offline channels

With the influx of the Internet tide, Internet thinking is exerting a subtle influence on the traditional industry mode.

And who can combine the two effectively in time, who will seize the opportunity of the market.

In 2014, Bosideng began to explore online and offline channels with the help of Internet thinking.

At present, we have already realized the offline sharing of goods in 19 sales areas of Shanghai and Beijing. The online orders can be shipped and returned to the nearest place, shortening the delivery time, effectively improving the customer shopping experience. At the same time, the WeChat side combines activities to sweep the two-dimensional code, promotes the promotion of entity stores by using member data, and so on.

And in September this year, Bosteng men's first O2O intelligent store opened in Changshu pagoda pedestrian street, officially opened the new era of Bosideng Menswear O2O mode.

Consumers enter the smart store, open the two-dimensional code of WeChat scanning tag, you can query commodity information and related clothing accessories, enjoy direct sales, card vouchers, shake and other promotional activities.

Consumers can pick up some clothes at the moment and pay for them in the store. They can also place orders through WeChat or collect the corresponding styles, then send them home by express. The coupons can be used directly in the store, or can be used in WeChat's "micro shopping" platform. It really realizes the experience of the whole process of 020 online and offline.

At the same time, in order to adapt to the changing shopping habits of consumers and the market, some brands of Bosideng such as KangBo, ice cream turn to regional brands and the main sales of electronic products, which not only save sales costs, but also satisfy consumers' needs.

According to Bosideng related personage, Bosideng has deep ploughed down clothing field for many years, because it is too stable and too deep. Therefore, it is not a matter of overnight to change direction.

The most important thing is self adjustment in the process, and timely correction strategy according to the actual situation, such as ending the plain children's clothes, women's clothes Rui Qi and so on.

More importantly, every market experience will help the company to do better next time.