What Is The Status Quo Of China'S "42 Year Old" Bosten?

Once, Bosideng swept the world by 1/3. Down Jackets It has the largest production, supply and consumption group in the world. At that time, wearing Bosideng down jacket was a matter of face, representing the pursuit of quality of life. Nowadays, the down jacket boss, like "retiring", has faded out of the public's vision. But correspondingly, the down jacket industry is booming, according to statistics, last year the down garment industry exceeded 200 billion scale. More and more brands involve down garments. market Foreign high-end brands are also fast approaching, and Bosteng, what is the status quo of the former "China"?

According to a Tencent news report released at the end of March, Bosideng convened the largest franchisee conference in at least 5 years. At the meeting, it announced that it would return to the main business of the down garment, and said that it would invest billions of brands, develop mainstream channels, upgrade terminal stores, and upgrade its product quality and design on its original base. After many years of silence, China's "emperor" Bosteng seems to have a big move. As a former consumer and a Chinese citizen, it is still expected that Bosteng can recreate yesterday's splendor. On the one hand, the products are solid and have good reputation. In the market, it is absolutely impossible to buy the same quality down clothing at the same price. On the other hand, after all, there are only a few Chinese famous brands in the world. In the past years, Bosideng, as the top player in China's garment industry, has a place in the field of the down garment industry. It can be said that Bosteng in that era was indeed a national pride and favored by all Chinese consumers. However, as time went on, Wang Namishito gradually hidden in the city, and the outside world had many guesses about its development.

Out of curiosity about Boston's sudden action this year, the result of the study found that it was not only the big investment of Bosideng in 2018, but the first brand of domestic down garments. Bosideng has already sold 72 countries in the world, and has achieved over 200 million people's achievements. In 2017, it won the first place in the brand value list of shoes and clothing with a brand value of 26 billion 818 million yuan. Behind the achievements, Bosideng's big hand and big move obviously have deeper meaning.

It seems that in the era of commercialization, there are not only blocks, artificial intelligence, but also those industries that are most closely related to our lives.

　　 clothing In the market, the core of consumption upgrading has shifted.

The consumption escalation of public opinion is not static in itself, especially in the clothing market, the core of consumption upgrading has shifted.

1, consumption upgrading has double logic.

More willing to spend money on product quality, and reject low quality and low price products is the first impression of the concept of consumption upgrading. However, if we can trace the cause of consumption upgrading, consumers will not only pay for higher quality products, but also pursue the psychological benefits brought by brands.

That is to say, consumption upgrading has two levels: quality upgrading and brand upgrading. Under the background of consumption upgrading, consumers purchase is not only buying products, but also buying identity identity and emotional interests brought by brands. The new middle class with a more relaxed financial position has continuously promoted the "identity needs" of identity recognition. Besides requiring the quality of the products, there are more expectations for the lifestyle and lifestyle of the brand.

2, win the clothing consumer market, double logic is indispensable.

Consumer escalation, which embodies the identity of "middle class", is more obvious in those products that are most frequently touched on weekdays, because they can frequently and directly identify people. For example, in the electronic products market, millet, HUAWEI and other brands are gradually putting off the "grassroots temperament", which has been close to the high-end strategy.

This is especially true for clothing brands. Once upon a time, Taobao's unlicensed imitation products were no longer popular, even though they were almost the same as the real products, and the prices were cheap. Nowadays, the purpose of clothing consumption is no longer confined to the product itself, but also the identity and psychological advantages of the brand, and the different life experiences it brings.

Figuratively speaking, a garment must be based on the real product quality, and also enable consumers to get a sense of quality from the brand, and the premium that the latter brings will probably exceed the former. In this sense, the strategic upgrading of Bosideng's franchisee conference and a series of combined punches should be based on the original professionalism and product quality.

A franchisee conference to deliver Bosideng global potential signal

At the franchisee conference, Bosideng released a new strategy to highlight the global position and focus on the down jacket industry, so as to activate the consumer's recognition of its down jacket experts, so as to build a competitive barrier for the global non professional down jacket brand. These actions coincide with the double logic of consumption upgrading.

The author summed up many of the contents of the Bosideng franchisee conference as "a strategic reshaping + a combination of boxing".

First, it is "a strategic reshaping". The strategy must conform to the trend and focus on the future. Nowadays, the change of business environment has made it difficult to obtain competitive advantage only by relying on production and channels. The choice of enterprises to win consumers is only achieved through building consumer cognitive advantages, which is the essence of business.

This means that Bosideng needs to further clarify such advantages based on its global sales of over 200 million, best-selling beauty, France and Italy, and 72 countries with sufficient international advantage. In particular, it should be symmetrical in its global position in the consumer group, thereby strengthening its supposed cognitive advantage. In the current consumer market, globalization has become an important way to match the upgrading of spiritual consumption, which should be the reason behind the reconstruction of Bosideng strategy.

Then, it is "a combination of boxing". The so-called combination boxing is actually a combination of a series of measures implemented by Bosideng strategy. From the specific content, we can see that Bosideng has put forward three "boxing paths" of brand power, product strength and channel power, from the media dissemination, product quality and R & D upgrading, channels and franchisee support and so on. To this end, Bosideng needs billions of dollars in spanmission costs and hundreds of millions of fees to upgrade and upgrade franchisees. In this business era when the brand is constantly claiming that they want to make strategic upgrading or spanformation so as to gain marketing gimmick, nothing can explain the determination and sincerity of a brand.

However, business activities must pay attention to input and output. With the potential of Bosteng, if consumers can really choose Bosideng and win with franchisees, the ultimate benefit of these big moves will be far greater than that of investment.

1, quality foundation consolidation + brand value enhancement.

From the perspective of consumption upgrading, we can see that the strategic upgrading of Boston and the actions of combined boxing are in line with the internal requirements of consumption upgrading.

On the product, Bosideng said that we should comprehensively upgrade the fabric, accessories, feather and process on the basis of the existing high quality products. In fact, it is a further upgrading of the original professional cognition and consolidate the foundation of "quality" as the upgrading of consumption.

In terms of brand power, Bosideng will carry out strategic cooperation with the head media of various channels, which will further lead the new demand of consumption upgrading on the basis of the original, and provide real value identification for Bosideng users, so that consumers who buy Bosideng can find their original identity and psychological advantage.

Familiar brands and high-end international brands can always give consumers more reasons to buy. From the industry perspective, Bosideng wants to make its brand have greater potential for development and space, which is an inevitable choice.

2, "global" needs both internal and external repair. Franchisees are the most important undertaking force.

The essence of "global" is to go out and bring back the potential energy of brand, which in fact indicates that its implementation needs to be completed by "internal and external double repairs". That is, on the one hand, it needs real internationalization, and the high potential action before the world is inherited. It is "outside".

If the internal and external mismatches, the building of brand potential energy will be greatly reduced. For the most close to consumers, how to match the "global" level at the store hardware and software level, and let consumers intuitively perceive the upgrade to become a new examination question, is probably the reason why Bosideng looks so heavily at franchisees.

The shop renovation of the hundreds of millions of projects in Boston is one of the "internal repair" measures. It is obvious that a brand new shop image is designed by a team of famous French designers, and the psychological shock to consumers in the world will not be less than the brand and product. The franchisee has become the core part of the brand in the new strategy. Only the first line of strength is gathered, will the global upgrade become a real resultant force.

In addition to resource input and the full cooperation of partners, this action has been more successful in the initial stage of a brand upgrade.

Returning to the competition strategy, Bosideng will also strengthen Heng Qiang.

Bosideng's strategic upgrading has returned to the "competitive strategy" thinking. Only by competition can we always remind ourselves of our position and see the gap between the position and the target. It is not difficult to understand why a series of strategic upgrading and landing match of Bosideng coincide with the internal logic of consumption upgrading: the consumption upgrading which is specially talked about by public opinion is a reflection of competitive strategic thinking.

The so-called spiritual level of consumption upgrading, including self-identity, identity and value, is the ultimate goal of the product, which is to realize the product's occupation of consumers' minds, so as to gain cognitive advantage, but it just takes advantage of the evolution of consumer's consumption concept and cuts into the consumer's mind.

In Bosideng, a series of strategic upgrading and operation matching will eventually occupy the "global hot down eider experts", so as to gain cognitive advantage and activate the brand. Especially for those who are down in the down garment industry, such as "part-time jobs", such as UNIQLO, Only, Vero Moda and other four seasons clothing brands. Whether the quality of the down jacket or its professionalism, Bosideng has enough advantages, but to form an overwhelming trend, Bosideng still needs to take advantage of the "global" brand to enhance its brand potential.

Under the new strategy of "the world's hot down eider expert", Bosideng will no longer be "as usual" as it used to be, but as a global leader in the industry, it has created a new "down jacket" standard and won consumers' recognition in a preconceived way. The combination of this brand, products and channels strengthens the identity of Bosteng = down jacket, and finally, in the era of the rapid rise of the new middle class, seize the real demand of the upgrading of consumption to the industry, and achieve the "strong and constant strength" in the down garment industry. In 2018, we hope that Boston will continue to be brilliant.