[Focus] Bosideng 2018 Franchisee Conference, Announced Billions Of Investment In New Strategy

In March 31st, 2018 Bosideng "to activate the brand, win the future" franchisee conference successfully convened.

Bosideng released the new strategy of "the world's hot down eider experts" at the conference, announced that it will invest more than one billion brands in the coming year, spend more than ten billion to develop channels, upgrade terminal stores, and upgrade the quality and design of the down garment products directly to the target of "100 billion brand".

The presence of more than 400 franchisees has highly recognized the new strategic direction and tactical adjustment of Bosideng. The scene has expressed confidence in Bosideng's future business direction and the determination to forge ahead together and create the future together.

Bosideng launched a new strategy to promote the down jacket industry upgrading.

At this meeting, Mr. Gao Dekang, chairman and President of Bosideng brand and board of directors of Bosideng group, first reviewed the brilliant achievements of Bosideng.

As a professional brand of 42 years' down jacket, Bosideng started with Down garments, and early made a combination of its reliable quality, good reputation and efficient brand to become a leader in down garment industry.

In 2017, the brand value of shoes and clothing ranked first in terms of brand value of 26 billion 818 million yuan.

Now Bosideng's brand and high quality cognition are deeply rooted in the hearts of the people. Its warmth retention and quality are widely recognized in the market and are sold in 72 countries and regions all over the world.

At the same time, Mr. Gao Dekang also said that with the pformation of China's economic exports to domestic sales, the consumption of down jacket products and the trend of consumption upgrading, the professional feather and down clothing brands and four seasons clothing brands poured into the Chinese down garment market.

In 2018, Bosideng put forward the new strategic direction of "the world's hot down eider expert". By amplifying the brand competitive advantage, taking advantage of global resources, activating brand awareness, and ultimately win the market competition, and harvest the down jacket leadership brand position.

Ms. maid Dong, CEO of Bosideng group, expressed confidence in the new strategic vision and resolutely determined the implementation of the new strategy.

She said that Bosideng, as a national brand, spread across all levels of the market. Franchisee as an indispensable force in brand management is a core part of brand acceptance in the new strategy. We need to fully mobilize the first-line strength.

In 2018, under the guidance of the new strategy, Bosideng will pay more attention to the cooperation with franchisees, and win full cooperation with franchisees from all aspects of resource allocation, management and talent.

As a strategic adviser to Bosideng, Mr. Xie Jingyi, partner of Jun Zhi consulting, explained the principles behind Bosideng's new strategy to franchisees.

She pointed out that with the development of China's economy, great changes have taken place in the contemporary business environment. It is difficult to win in today's business competition by relying solely on efficient production and laying wider channels.

Only by establishing brand awareness in the minds of consumers can enterprises eventually win the consumer's choice.

Down jacket is the first choice for consumers to protect the cold.

China's down garment market has a scale of over 100 billion, and the market prospect is extremely broad.

Bosideng focuses on down jacket for 42 years, and already has professional knowledge.

In addition, Bosideng down clothing sales in the world has exceeded 200 million, sold in the United States, France, Italy and other 72 countries, with international advantage.

But in the past 10 years, Bosideng's achievements and changes in down coats and even the garment industry have not communicated with consumers, which has led to more and more mainstream people's cognition and solidification in the past, and the problem of brand aging has become increasingly prominent.

Now, Bosideng needs to consolidate the expertise of experts to resist the brand competition of non professional down garments. On the other hand, it has a leading position in the global sales volume with consumers and is able to cope with the brand of down jacket sales both at home and abroad.

Confidence in strategy landing is firm, investment is overweight and ready for development.

Mr. Rui Jinsong, general manager of Bosideng group and general manager of Bosideng down business department, demonstrates the firm determination of implementing the new strategy on behalf of management.

He elaborated the significance of the new strategy from the aspect of enterprise management, and interpreted the strategic planning of the enterprise in terms of brand power, product strength and channel power.

At the same time, he put forward the idea of "brand fate community". The development and growth of brands and franchisees are inseparable. They must work together and work together to achieve win-win results and achieve the strategic goal of Bosideng.

Mr. Zhou Daming, assistant general manager of Bosideng down business department, has explained in detail the new year's strategy around the new year, its investment in various fields and its policy support to franchisees.

In 2018, taking the new strategic direction as the core, Bosideng will play a high role in all aspects.

In terms of brand, enterprises spend more than ten billion to build brand power.

In the new year, Bosideng will join CCTV's national brand plan. Meanwhile, it will spread the brand in the top media such as the top TV, the public and the voice of China.

On the other hand, bostin will also become the focus of world attention with a strong landing in the world's top fashion week.

In terms of products, Bosideng will be right on the basis of the existing high quality products.

We will enhance the quality of wool, wool, excipients and technology.

At the same time, enterprises will develop internationally renowned designer cooperation to highlight the brand's international status.

In addition, enterprises will set up the world's first down garment research and development center, leading the development of down garment industry with cutting-edge technology.

In terms of channels, Bosideng and the famous French designer team work together to design a new store image.

In the new year, Bosideng's support for franchisees in terminal stores is also unprecedented, not only to spend more than ten billion to develop channels, to upgrade and upgrade the terminal, but also to build the strongest franchisee support team in the history of enterprises.

The scene is inspired, and the franchisee is truly grateful.

After listening to the support of the new strategy and franchisees, Wang Yan Jiang, a franchisee from Qinghai, and Wang Hui, a franchisee from Inner Mongolia, were very excited and came to the stage to express their recognition and confidence in the new strategy.

Yan Renjiang said, "when I just started Bosideng in 05 years, I only ordered 500 thousand.

All the way and Bosteng have gone through so many years, and constantly expand their business scope and enter a good channel. I have achieved 12 million this year.

This time I was very excited to hear the new strategy of the company.

The world's hot selling eiderdown experts can sound confident in the brand, so we should have this confidence.

Because Bosideng focuses on down jacket for 42 years and sells 72 countries is an indisputable fact.

To tell the truth to consumers, on the one hand, they take it for granted, because Bosideng is a down garment in the minds of consumers.

On the other hand, best-selling countries such as the United States, France, Italy and other 72 countries can make consumers feel brighter and feel that Bosteng is so powerful.

In this way, they are more willing to pay attention to and buy our Bosideng.

"

Wang Ruiqian said: "in early March, I heard Boston's new year from retail companies.

At that time, the strategic direction was very correct.

So a new 120 square meter shop was added immediately.

I just heard from Mei general and general Rui's speech that I was more determined to carry out this strategy.

When I go back, I'll try to open another new shop in the shopping center.

My task in 2017 is 4 million 950 thousand. In 2018, I must achieve 6 million 500 thousand.

I have to follow Boston for ten, twenty, thirty years.

When I'm old, let my son continue to be Bosideng. "

This conference has inspired 400 elite franchisees to enthusiasm for Bosideng's new strategy.

By understanding the new strategy, and the enterprises' investment in the next strategy, franchisees are excited.

They feel that Bosteng is determined to bring the new strategy to the ground this year, and the enterprise will soon usher in a passionate and magnificent future.