Bosteng Pformation Bao School Uniform Market Can Do?

In the first 2015 years, the mid year financial report was unfavourable - net profit was only 130 million, a year-on-year decrease of 80.97%. After that, 300 of Shaoxing's illegal construction was refused to be demolished and demolished.

Sampling failed.

Profits plunged for 3 consecutive years

2016 seems not optimistic either.

On the one hand, Bosideng constantly argued that he was closing down low profit stores and clearing stocks, and on the other hand, he actively began to pition.

Market, with a view to a new area.

But this time, Boston's bet on the school uniform can really boost its flagging performance.

Look at the clothing market environment, Bosteng's pformation precedent, and the special attributes of the school uniform market. Boston's school service pformation may be very long.

The garment industry in 2016 is more urgent and requires higher professional requirements.

According to statistics, in the four quarter of 2015, domestic demand, the number of major retail enterprises in the country dropped by 4.2% over the same period in December, and the clothing category dropped by 7.7%, ranking the first among many industries.

At the same time, in

Under the economic environment, the logic of clothing consumption of Chinese consumers has changed: consumers' purchase drive has been upgraded from simple aesthetic demand to personalized demand, and the driving force of industrial development has shifted from the scale effect of low cost to specialization and specialization.

This is also the main reason for the decline of Boston's annual performance and the difficulty of its pformation.

According to some people in the industry, after the big wave of the sand in 2015, the Chinese enterprises in the garment industry in 2016 will pay more attention to the influence of the brand, especially those enterprises that have been fighting for many years and have certain industry influence. They will use the unique cultural symbols and brand effects of the enterprises to promote their efficiency; and because of the limitations of their own conditions and other factors, the survival of the small enterprises will become more and more serious, so the desire for immediate interests will become stronger and stronger.

And this time, Bosideng is the original.

Leading enterprises, however, appear to be particularly anxious - the trump card products fail to be sampled and fail to respond clearly. They have marched into the school uniform market, but have not put forward a clear idea or innovative idea of their own brands.

This analysis shows that Bosideng, who has many years of experience in the garment industry, has to be challenged by the school's costume pformation.

Bosteng pformation, before children's clothing, after school uniforms, can you concentrate on it?

In fact, betting is not the first pformation of Boston.

As early as the "school uniform", Bosideng tried the "four seasons" strategy, that is, from the single quarter down jacket brand to the four seasons brand strategy development, extending women's clothing, men's clothing, children's wear and other lines of business in parallel.

To this end, Bosideng also used 5 million annual salary to dig Liang Xuhui, who once served as the "good boy" operation director of the children's products group and Daphne's chief strategy officer, to deal with it.

At that time, Bosideng declared that it was speeding up the diversification and internationalization strategy of Bosideng.

However, the pformation was carried out by Liang Xuhui's hurried departure and her cooperation with Japan's itoin, which was rejected by the independent directors and the 5000 shops were closed down one after another.

In the end, Bosideng is also afraid to admit that the so-called "four seasons" strategy, which is based on the down jacket as the core, has diversified development to men's clothing, women's wear and children's clothing, to make up for the lack of single business and diversify the risk of operation, is afraid to go astray.

Some analysts believe that Bosideng just violates the direction of "specialization and refinement" of the clothing environment, and the shaping of brand cultural symbols.

Bosideng's brand image to the public is deep-rooted, blind and extensive to expand business lines, not only inadequate internal control, but also blurs the brand image.

As a result, the main business downturn is becoming more and more serious, and other wings are not strong enough to cause the overall situation of home defeat and away from home.

This school uniform seems to have repeated doubts about "four seasons".

In the absence of a clear brand proposition, it signed a contract with SMART F&D of Korea, and was clearly divided into SMART F&D company, which is mainly responsible for design and technical support. Bosideng is responsible for channel, marketing and management business.

You know, after all, Bosteng has been in China for many years and knows more about the aesthetic appeal and consumption preference of the Chinese people. The Korea Companies knows nothing about them, so it simply puts the design into the Korean side and the channel is classified as Bosideng. Does it really give full play to the value of both sides? Is there still a need for more comprehensive communication and consideration in the cooperation between the two brands?

"Product aging, innovation level is not high."

This is an evaluation of Bosideng from a clothing industry. "In terms of school uniform, new business is not going to be smooth sailing. Only Bosideng, who is responsible for sales, lacks advantages and is not easy to pform."

The school uniform industry looks like a "professional business" in a blue ocean.

In June 2015, 12 years after the Ministry of education, the General Administration of industry and commerce, the General Administration of quality supervision, inspection and quarantine and the four national standards committee, the opinions on Further Strengthening the management of school uniforms for primary and middle school students were put into practice in the school uniform.

Hundreds of millions of market cake, attracted a large number of other subdivision clothing enterprises eager to try, but its real challenges, or only deep tillage years of school uniform brand can be known.

First of all, the market entry problem.

The implementation of the new standard of school uniform GB/T31888 has put forward higher requirements for the quality of school uniforms, and the price fixing policy of 90 yuan each is common.

At the same time, the characteristics of the "circle economy" in the school uniform industry is obvious. If we want to enter, we need to strive not only to control the balance between product quality and production cost.

China's school uniform industry is highly fragmented, and there are still serious local protectionism in many places. In some areas, even the administrative departments of education have artificially pushed up the entry threshold and hindered the brand of local schools to enter the local uniforms market.

A boss who once cut into the school uniform sighs, "the water in school uniform is much deeper than I expected."

Second, the complexity of business processes.

On the face of it, the business flow of school uniform and other clothing categories is not very different (production, distribution, sales, etc.), but in fact, it is not.

The school uniform brand needs to be satisfied in the process of serving the school: parents hope that the school uniform is substantial enough, and the students require the school uniform to be beautiful. The school hopes that the school uniform order can save worry, and the education administration department hopes that the school uniform can meet the requirements of the school, and there is no problem.

How to accurately predict the size of the new school clothes before the school starts, how to make the quantity of the new products relatively accurate, how to return the school uniforms to school in time, stock in time and send out, how to assist the school and the education department to solve problems in time when parents or students express their after-sale problems? These are all trivial and difficult business problems, not production, distribution and sales.

Thirdly, school uniform design and cultural embodiment.

South Korean business cooperation and "bringing ism" seem simple. But can Korean designers really understand the meaning behind the Chinese "student clothes"? Chinese students and parents have not heard much about the ugliness of traditional school uniforms, but now they are different: whether the rise of personalized education or the aesthetic progress brought about by social development requires uniforms to carry more meaning and connotation in the process of growing up teenagers. Now many schools are putting forward their own school uniforms to match their school's culture, temperament and connotation.

If a brand screwed up its school uniform, it may be a group of people who are facing a lot of problems in social media. This is a fatal problem in the contemporary era of brand reputation and cultural supremacy.

In short, for Bosideng, which is not familiar with the school uniform, it is probably not so simple to bet on the school uniform market in order to improve its main business.

And Bosteng, which has not been able to succeed in pformation, whether the school uniform can really become its export remains to be seen.