Why Did Bosideng Become The "China Card" Of The 72 Most Popular Countries In The World?

It's rare.

After more than 30 years' selling of cheap Made in China labels to the world, Chinese excellent brands began to go to sea collectively.

In late April, led by Ali CEO Zhang Yong, the 2018 Chinese brand Tmall went to Australia to visit the group of more than 30 outstanding domestic brand leaders. In Australia, we discussed with Australia local partners, commercial institutions and government officials.

As an important part of globalization strategy, "Tmall has launched the sea" has been launched by Ali for nearly 1 years.

Over the past 1 years, Ali has joined the sea brand group, which has been highly concerned by the market.

They are regarded as a business card in China and represent the leading camps of all walks of life in China.

Most of the members of the visiting Australia Group are among the top brands of social networking screens.

However, in recent years, Bosideng, which has gradually lost its view in the public eye, has also been listed in a surprising manner, which has aroused people's interest in exploration.

Boston and Alibaba join hands in Australia

01 the bestseller of 72 countries in China

From Ali's hand in hand, we can see that most brands in the domestic market have a higher reputation.

In contrast, Bosideng is extremely low-key.

Although the industry achievements created by China's "golden emperor" in the past are still vivid:

At the beginning of entering the market in 1995, it quickly became the top down feather brand.

In 1998, it became China's first clothing brand on Mount Everest and North and south poles.

Listed on the main board of Hongkong in 2007.

But in recent years, Bosideng advertisements, which have been heard in the streets and alleys, seem to disappear. Neither their achievements nor their pformation can be seen in the public view.

There is also a lot of speculation about the development of the down jacket.

In 1998, the Chinese mountaineering team reached the top of Mount Everest in Boston.

But by digging its course in recent years, we found that Bosideng was not as "depressed" as it imagined.

Bosideng took over 30% of the world's total.

It has the largest production and supply system and consumer group in the world.

Starting from the first step of international marketization in 1999, Bosideng has sold over 200 million down garments in 72 countries, including the United States, France and Italy in the past 20 years.

And in the first 1 years of the visit to Australia with ALI, Bosideng even went to Australia through the electricity supplier channel, covering about 1000000 local people.

This is just the tip of the iceberg.

It can be listed in the list of sea going brands, mainly due to its influence in the international market.

Bosideng's beautiful performance on the international stage also appeared in China.

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According to Bosideng performance bulletin, its revenue rose by 30% in 2017, and net profit increased by about 50% over the same period last year, while domestic sales also achieved the first in 23 consecutive years (1995-2017 years).

Only the more pragmatic products companies, the easier it is to downgrade the brand communication, so that this report card can not be displayed in front of domestic consumers.

Clothing products do not seem to be worth boasting.

After all, the domestic clothing market is in excess of demand. It is said that the national garment factories have stopped production, and their inventory is also enough for the Chinese people to spend 3 to 5 years, and many factories have to export.

However, due to the lack of brand power, more manufacturers still export cheap capacity to produce OEM for foreign brands.

But Bosideng is not a pure selling stream. It is a rare Chinese brand with its own brand entering the international market.

And Ali to join hands to sea the brand influence, it is all ready.

2007, get clothing

The first "world famous brand" title.

Bosideng was awarded the title of "world famous brand" in 2007.

In 2009, with the brand value of 16 billion 200 million yuan, it was selected as the "national card" by the Chinese Brand Research Institute. By 2015, it won the first place in the brand name list of shoes and clothing with a brand value of 20 billion 725 million yuan.

Bosideng created a Chinese business card through its performance in the international market.

In the brand of Ali's sea going group, Bosideng is the only one in the field of clothing that sells well and has brand influence in the international market.

This leads us to ask why Bosideng can be recognized by the fastidious overseas market.

Perhaps the most important factor is the quality of products comparable to those of international brands.

0242 years dedicated to the craftsman spirit of down jacket

Good products have always been the most solid backing of brands.

In the many brands that Ali has joined hands in the sea, they have made the best of today's products.

Effect.

So is Bosten.

Its performance on the product has broken the international market's inherent impression of "cheap and low quality" of Chinese products over the years.

Founded in 1976, Bosideng has been concentrating on the development, design and manufacture of down garments for 42 years. Each of the down garments has passed at least 62 craftsmen and 150 processes.

This has also created its excellent product strength, whether it is extremely cold, friction, or boiling water, its down clothing products have withstood these extreme tests.

Reliable product quality laid the foundation for Bosideng to win the recognition of foreign markets.

In the more intense international market competition, the evolution of products going to sea to brand is actually an upgrade of quality and efficiency.

Obviously, Boston went ahead in this escalation struggle.

As early as 1995, Bosideng took the lead in raising the cashmere content of down garments to 90%, leading the product quality of China's down garment industry to a big step forward.

It was also this year that Bosideng was awarded the gold medal of the New York Expo and the gold medal of St Petersburg Expo.

Meanwhile, Bosideng, with the honor of "Chinese business card", is also actively exploring industry standards to boost the development of the domestic garment industry.

It is reported that Bosideng has participated in the drafting and revision work of 5 international standards, 9 national standards and 4 industry standards.

Bosideng's contribution to the construction of the industry coincides with Ali's brand strategy.

As the world's "Chinese card", Bosideng and Ali to join hands in the sea, in fact, is to further expand the influence of Chinese brands in the overseas market.

This explains why there is a "Chinese name card" of Bosideng in the Alibaba's list.

Of course, Bosideng, who has been "low-key" for many years, besides promoting the development of the industry, needs to enhance the competitiveness of its own brand so as to adapt to the development of the times and better represent the Chinese brand.

Today, with the drastic change of the competition pattern of the down jacket, the four seasons brand under the banner of "fashion" has entered the market, and the brand of foreign down clothing is also pushing the Chinese market.

How should this "Chinese business card" meet the new competitive situation?

03 billions of dollars to promote brand upgrading

At the end of March 2018, Bosideng, who had long been silent, held the largest franchisee conference in at least 5 years.

At the meeting, Bosideng officially announced that it would invest billions of dollars to upgrade its brand in an all-round way.

It is reported that Bosideng will visit the brand of the external media of the head media, spend hundreds of millions of dollars in the mainstream channels, and join hands with the top French design team to upgrade the store image, and upgrade the quality and design on the basis of the original.

This series of actions is sending a signal to the outside world: this Chinese business card is beginning to change.

Nowadays, consumers are increasingly fastidious. Brands should not only meet the needs of highlighting their tastes, but also provide a solid product base to support consumption upgrading.

The first National Laboratory in the construction industry has been built, 177 patents have been obtained, and the "Three Revolution" of down jacket has been promoted.

Boston has a lot of achievements in upgrading its own products.

Today, it decides to

, velvet, wool, excipients, technology further improved.

Bosideng products have the cognitive foundation of "professionalism" and "good quality", which is also consolidating the original cognition and enhancing the competitive power.

As a national brand, Bosideng channel spreads all levels of the market, and the pace of upgrading channels is closely related to product upgrading.

In this regard, Bosideng also revealed that more resources will be invested to support the development of franchisees. Mei Dong, CEO of Bosideng group, said: "franchisees as an indispensable force in brand management are the core part of the channel to undertake the brand, and we need to fully mobilize the first-line strength."

In view of this, Bosideng will achieve full win with franchisees from all aspects of resource allocation, management and talent, and pay more attention to the cooperation and upgrading of franchisee channels.

In the new year, Boston has returned to the public's vision with a series of brand communications, such as Ali's going to sea.

What we call the upgrading of product quality, the development of mainstream channels, the upgrading of store terminals, and so on, will eventually be able to approach consumers and enhance consumer experience in the end. We will wait and see.