Bosideng Focuses On The Main Business Of Down Jacket And The Strategy Of Billion Level Focus Media.

In 2018,

To carry out comprehensive strategic upgrading and cooperate with Focus Media is precisely

The important strategic plan to focus on the main business and return to the mainstream.

After the strategic cooperation CCTV national brand plan, Bosideng chose another billion yuan strategy to launch the Focus Media, and completed the two major media layout in one fell swoop.

In August 2nd, Bosideng and Focus Media signed a "billion dollar" strategic launch agreement at the Shanghai center to "detonate the mainstream, activate the brand", hoping to win the hearts of mainstream users through Focus Media's ability to "detonate the mainstream".

"This time we will join hands, Bosideng will detonate the mainstream, activate the brand, and achieve" 100 years' brand and 100 billion dreams ". Gao Dekang, chairman of Bosideng, is confident.

Two venture comprehensive strategic upgrading

Focus on

In the past 42 years, the sales of down garments sold in the global 1/3 have won the "best selling 72 countries and the world's choice of over 200 million people". Bosideng has long been a synonym for the category of down garments.

However, with the change of consumer groups, four seasons brands are doing part-time jobs.

Bosideng is somewhat quiet in the market as foreign brands enter the Chinese market and other factors.

In 2018, Bosideng took the initiative to change and open up a new competitive strategy. This time, together with Focus Media, "detonate the mainstream and activate the brand" also means that Bosideng will start its two business and return to the mainstream vision.

The winning network understands that Bosideng's two venture will be adjusted in terms of channels, commodities and brand communication to help the realization of the positioning of the "world's hot down eider expert".

In terms of channels, Bosideng is rapidly returning to the mainstream channel.

At present, the flagship store of Nanjing East Road in Bosideng, Shanghai, is upgrading and upgrading its image. It will be officially opened in mid September, and the Hangzhou Tower store is about to open. In the future, shopping center, fashion department store and core business circle will see Bosideng's store.

In terms of commodity strategy, Bosideng insists on professionalism and quality, and will maintain the brand quality of Bosideng through technological and technological innovation.

At present, Bosideng has some layout in strategic upgrading: integrate global resources, join hands with world-class suppliers, continuously optimize innovation in raw materials, technology, technology, performance and so on; invite international top designers to embrace, change the traditional old-fashioned image, incorporate fashion style into down jacket design, and continuously inject vitality and surprise into the market.

In terms of brand communication, cooperation with Focus Media is to return to the mainstream population and establish communication with them quickly.

Soon, Bosideng will also visit New York fashion week.

Don't forget to focus on the down jacket business.

Bosideng, founded in 1976, focuses on

In addition to its main business, Bosideng has also launched a retail pformation of sub brands.

In June 28th,

According to the announcement, the company achieved revenue of 8 billion 880 million yuan in the year ended March 31, 2018, an increase of 30.3% over the same period last year.

Among them, the sales volume of the down jacket sector was 5 billion 651 million yuan, up 23.4% from the same period last year, accounting for 63.6% of the total sales. It continued to be the largest source of income and surpassed the best level in history.

With the promotion of down jacket and women's clothing business, the profit of the group has increased by 39.9% to about 923 million yuan.

Bosideng also said that in the future, it will continue to be the core business of the strong core down garment and enhance the brand competitive advantage.

In 2018, Bosideng launched the competition strategy with the heart of "warm the whole world" and committed itself to becoming the world's top 7 billion 500 million down jacket brand.

Strategic cooperation with Focus Media is an important strategic plan for Bosideng to focus its main business and return to the mainstream.

In this regard, Gao Dekang further elaborated that in the past decade, China has undergone tremendous changes. One of the most important trends is urbanization. The elevator is the infrastructure of urbanization. It represents four words: the mainstream, the inevitable, the high frequency and the low interference. These four words are the core and the most scarce resources of the brand that explode today.

Focus Media, as China's first elevator media group, its precise audience positioning and strong brand detonation force will play a crucial role in Bosteng's return to the mainstream crowd's vision and brand competitiveness.

Return to mainstream market with media power

Born in 2003, Focus Media is the world's largest elevator and cinema media group. In 2005, it became the first Chinese advertising media unit to be listed on NASDAQ in the United States, and was selected as the Nasdaq 100 index in 2007.

In 2015, Focus Media returned to A shares, breaking 100 billion market capitalization and becoming the first media in China.

In 2018, Focus Media's market value exceeded 180 billion, and it was selected as the 20 largest private listed company in mainland China.

Today, Focus Media has covered more than 300 cities in China and 200 million mainstream consumer groups. With the advantage of elevator media, such as "mainstream", "high frequency", "necessary" and "low interference", it can touch 500 million mainstream people every day.

This cooperation, Bosideng can make use of the powerful "detonating power" of the elevator media, focus on the mainstream crowd, build the cognitive advantages of Bosideng brand, and win the big competition in the market.

Jiang Nan Chun, chairman of Focus Media, said at the conference, "the strategic cooperation with Bosideng to" detonate the mainstream and activate the brand "is based on the highly recognition of Bosideng's ingenuity products.

In the future, the crowd will make full use of its powerful resources to help Bosideng convey the ingenuity quality to more mainstream people and win their choice for Chinese clothing.

Set up a new benchmark.