Who Can Compete With Bosideng In The Performance Of Highly Focused Down Products?

Play the concept of the concept of playing, and do a solid job in the down jacket products, in the country, only the large feather Boston.

Bosideng, as a big brand of domestic down jacket brand, has a strong reputation for professionalism and reputation in the Chinese market. After its brand remodeling and upgrading, Bosideng, its core competitiveness and comprehensive competitiveness are unmatched by other brands.

100 billion down jacket Market Opportunities

In May, the Canada goose announcement said that it will officially enter the Chinese market, and will set up two stores and a regional headquarters in China. The other one is Moncler, which has 100 retail outlets in the Asia Pacific market dominated by China. The traditional four seasons clothing brands in the domestic market, such as UNIQLO, Vero Moda, JNBY and Hai Lan home, also pay more attention to the development and sale of down garments category. UNIQLO's lightweight feather down series is a good illustration.

For a while, the heat of the down jacket Market has attracted the attention of the industry.

Overseas down jacket brands have entered China. The reason is that China has more than 1 billion 400 million people, and has formed a huge clothing consumer market, and the scale of the market has expanded year by year.

According to statistics, the scale of China's adult clothing market in 2017 was about 11444 billion yuan, up 6.4% over the same period last year.

It is estimated that by 2019, the market will reach 13704 billion yuan.

Overseas down jacket brands have entered the Chinese market. The four seasons clothing brands have introduced down garments. What we really value is the development of China's down garment market.

Here are some data to see. According to the data provided by the China Garment Association feather Specialized Committee, the market size of China's down garment market is 96 billion 300 million in 2017, and the market of Chinese down garment market will reach 106 billion 800 million in 2018, with a growth rate of 10.86%.

By 2022, China's down garment market will reach 162 billion 100 million, with an average growth rate of more than 10%. This figure is higher than the overall growth rate of clothing. This shows that China's down jacket Market is improving as a whole.

Like Moncler and Canada goose, only the down jacket enterprises have seen the future development opportunities in China.

Another important factor is that at present, the popularity of down coats in Europe and the United States is between 30%-70%, while the popularity of down coats in China is only about 10%, and there is still much room for development in the future.

Focus on down jacket for 42 years, Bosideng should shoulder more responsibilities.

At present, consumers can first think of the Chinese down jacket brand, probably Bosideng.

Since its launch, Bosideng has been earning more than 9 billion 300 million in its peak period with a profit of more than 1 billion 400 million.

You must remember the famous slogan "the world is beautiful for you", "the world brand, the national pride".

Bosideng, which started in 1976, has been developing, designing and making down garments for 42 years. Each down garment has at least 150 processes.

In 1995, Bosideng first introduced the fashion design concept into the down garment industry. In the same year, it won the gold award of the New York Expo in the United States and the gold medal of St Petersburg Expo in Russia.

After that, Bosideng achieved the first record in 23 consecutive years (1995-2017).

Up to now, Bosideng has been selling well in 72 countries and accumulative total sales of over 200 million pieces. It is a leading industry in China.

Gao Dekang, founder and President of Bosideng, is responsible for the overall strategic development of the group.

In addition, he also serves as the chairman of the China National Federation of industry and Commerce textiles and clothing trade, and has unique views on the development trend and grasp of the whole chain of clothing industry.

In this year's China brand day event, Gao said: "from the beginning of its creation, Bosideng is constantly innovating and developing.

Whether fabric technology or design concept, are constantly promoting the development of down clothing category.

In the face of the new competition pattern in the domestic market, he needs not only to lead Bosideng forward, but more importantly, Bosideng should lead the Chinese down garment enterprises to face new challenges.

The results were brilliant, Bosteng proclaimed the return of the king.

Bosteng, the leader of the leading industry, will lead the industry to meet new challenges.

Yesterday, Bosideng released its 2017 performance announcement, which has the trend of "return of the king". Its annual revenue has reached 8 billion 880 million yuan, an increase of 30.3% over the same period last year, of which the revenue of down garments reached 5 billion 651 million yuan, an increase of 23.4% over the same period last year, accounting for 63.6% of the total sales.

Bosideng also announced that the competition strategy has been launched in 2018. Under the guidance of the new strategic direction, it will increase the volume of brand dissemination, upgrade the store image and channel continuously, and expand the mainstream commercial body, improve product quality and enhance original design, cross border joint name and so on.

What made Bosteng, always low-key, no longer low-key?

First of all, the brightest data of the financial report is the first element. The first step is to improve the performance of Boston.

In 2017, Bosideng constantly tried new series of research and development, launched the extremely cold series, this style is not only the style.

The quality is full, the White Velvet of 90% down is used as the internal filling, and the sold out rate is over 90%.

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

It also owns

The first National Laboratory in the country has obtained 177 patents, 23 scientific and technological projects, and 3 new and high technology products.

In addition, Bosideng also introduced "black technology" into the down jacket products, such as antibacterial down technology, heat storage and heating up materials, and multiple locking technology.

Second, inventory optimization and channel replacement, through the source control, control orders, the establishment of its own tracking system, real-time monitoring of 24 hours sales data, timely feedback, greatly improving the turnover efficiency of goods, reduce inventory.

Channel replacement effect is significant, for example, the number of stores in the A market is 3, and annual sales are 4 million, if the original A is evaluated

The 3 stores are losing money. Bosteng will restart a new channel store in the A market, and turn off the original 3 loss stores. The store will be greatly reduced by the strict inspection of the location and area. The sales of new stores are basically the same as those of the original three stores, which greatly improves the single point effect. The replacement of channels not only brings about lower costs but also turns losses into profits, and more importantly, the new influence brought by the new channels in the local market.

From channel replacement, inventory control, product upgrading and other aspects of the optimization and adjustment, so that Bosideng surrendered such a brilliant report card, but the future is definitely far more than that!

In recent years, with the continuous hot spots such as online, new retail and foreign cards, the focus has shifted. Bostin has been keeping a low profile in recent years and rarely appears before the public.

Bosideng will change its low-key style in 2018. It will increase the volume of brand communication and optimize its content, form and media.

Strategic cooperation with high potential head media; convey valuable brand information and re activate the brand awareness of customers.

As the down jacket consumers choose to purchase according to their preferences, status, financial status and environment, we recognize that some foreign brands compete in the price range to attract high-end Chinese consumers, and the four seasons brands are also gradually taking up the market share of down garments.

But we also have the opportunity to focus on down brands like Bosideng. We believe that Bosideng is sure to usher in a new starting point by focusing on the production of feather clothing, giving full play to its professional advantages, increasing the volume of brand dissemination, and combining boxing within itself.