Bosideng: Online And Offline To Achieve All-Round Operation

Compared with the development of new brands, Bosideng's attempts at new channels have been successful. In view of the lifestyle of young fashion people, the company has innovating the Internet thinking, promoting brand from 360 aspects, such as content, form, channel and so on, and realizing the integration marketing from ordinary distribution to content marketing, from single program cooperation to large integrated marketing, from online to O+O (three-dimensional business strategy), so as to set up a benchmark for annual marketing activities in the apparel industry.

In 2009, Bosideng set up an e-commerce company. At present, the new mode of integrated marketing under Bosideng O2O online and offline is being designed and perfected. The SAP management system has completed the first phase (financial and marketing section), reducing the intermediate links and reducing the cost. It is reported that Beijing Xidan and Shanghai Nanjing road Bosideng two flagship store will be transformed into O2O mode experience shop.

In 2015, "double 11" Bosideng sales hit a new high. Sales of the whole network exceeded 206 million yuan, an increase of 56% over the same period. Among them, Tmall's flagship store sells 122 million yuan and sells Fourth women's clothing category stores.

In order to prepare for the "double 11", Bosideng began to "arrange troops" from mid September, and selected high popularity products and styles on line to fully display the product characteristics. At the same time, it increased customer service and logistics personnel allocation, promoted shopping experience, upgraded the order system, adopted the seamless docking between Ali cloud server internship and Ali electric cloud platform, and improved the processing speed and efficiency of the system. At the beginning of October, the order system was tested to ensure the stability of the system.

In terms of logistics, the "double 11" in 2015, Bosideng The introduction of a new sorting line enables the delivery process to be orderly, fast and efficient, while improving the quantity of orders, and effectively avoiding the phenomenon of parting errors and missing documents. In addition, Bosideng in Shanghai, Harbin and other 5 parts of the warehouse according to the "near shipment, whole single shipment" principle at the same time shipped, reduce the explosion of money rush to buy out of stock phenomenon, ensure that "double 11" orders in the shortest time all issued.

Since the new brand is difficult and new. channel It is easier for Bosideng to choose the school uniform market, which is an interesting attempt, because the school uniform market does not need a distinctive brand degree and is closely related to the market trend. Bosideng is a traditional strong brand in the school principals and school management groups with the school uniform decision-making power.

As of 2015, there were more than 3500 manufacturing plants and nearly more than 100 down brands in the country, and the market was seriously saturated. An important reason why the down market is not popular is that the fashion of Japan and Korea swept across China. Consumer The pursuit of the daily Korean system, especially the exquisite matching of three out of three pieces, gradually replaced the bloated, conservative and outdated down jacket. While the trend of Korea and Japan is coming, the clothing of Europe and America is also coming into large scale, such as European fur, European version of PU skin, velvet, jacquard fabric, leather and wool. Bosten, an old fashioned and single material, is defeated.

On the other hand, the concept of smoothness and elegance of winter clothing, which represents the world's most popular brands, has also become the trend of the mainland. The rapid expansion of foreign fast fashion brands H&M, ZARA and C&A in the interior also brings more popularity of new fabrics and winter wear. All of these make mainland consumers an eye opener, and the down garment market in the mainland has been subjected to historical subversion. This is the trend of the world, which is irresistible to LouisVuitton Dior.