After The New York Fashion Week, Bosideng Shop Opened Together, Upgrading The Brand Under The Upgrading Of Consumption.

Bosideng Nanjing East Road flagship store appearance

As a key part of strategic upgrading, Bosideng opened one of its largest flagship stores in Nanjing East Road, Shanghai in October 20th.

Shanghai, China -- in recent years, with the opening of the national market and the wave of consumption upgrading, consumers' demand for clothing brand is also gradually improving. The price is not the only factor that consumers consider when buying clothes. And the foreign brands with their high end cognition are stationed in the Chinese market, which has brought enormous competition pressure to local brands.

At the beginning of this year, the deputies to the NPC and CPPCC held that "some young children now prefer to buy 20 thousand yuan, down jacket with Canadian trademark, and do not want to spend 2000 yuan to buy a very good home made product. Down Jackets "." Facing the challenges of foreign brands, as China's feather Velvet industry The leader, Bosideng, who has a history of 42 years down jacket business, has also opened up a new strategy to deal with competition with the overall upgrading of brands, products and channels.

The determination of brand upgrading is evident in the fashion week of New York in September. Bosideng The show of New York fashion week attracted the attention of Oscar, Annne Hathaway, Hawkeye actor Jeremy Renner and business legend Wendy Deng, and quickly became the focus of overseas fashion circles.

Boston New York fashion week distinguished guests

And the brand's comprehensive creation is no longer limited to the fashion week and offline stores. It is also a key step in brand upgrading. BoF was informed that Bosideng In October 20th, it opened one of its largest flagship stores in Nanjing East Road, Shanghai. On the brand side, the store has an area of over 2000 square meters, designed by Thomas Clement, a French designer. It combines the eastern elements and emphasizes a sense of brevity. On the opening day, the scene was very popular. Bosideng's new image was also recognized by consumers.

The flagship store uses the facade design of the matrix window, and the LED large screen in the window is fitted with the model of the space down garment. In the store, a very cold experience store is set up to enhance the offline retail experience of consumers. According to Eskimo's ice house, the lowest temperature can reach 15 degrees below zero. Under such extreme circumstances, consumers can feel the excellent quality of Bosideng down garment more intuitively.

It is worth noting that the opening of the flagship store of Nanjing east road is a part of Bosideng's "100 shops opening together". In recent years, Boston is actively expanding the mainstream channels to cooperate with the core business bodies such as Yintai and kad, and has a comprehensive image upgrade to the store. In addition to the opening of flagship store in Nanjing East Road, the shops in Xidan, Beijing, Chengdu, Chunxi Road, Tianjin, Binjiang Road and other major cities in Bosideng opened on the same day.

Bosideng, flagship store of Nanjing East Road

In terms of brand, Bosideng Recently, a series of actions are designed to restore the brand to a new image to the mainstream consumers and reactivate the brand cognition of consumers. To this end, the brand took the lead in upgrading the Logo, launched the all Chinese Logo, completely gave up the English logo, and added the slogan of "selling the world 72 countries", which directly reflected Bosideng's international status in the field of down garments. In addition, the wings of the first generation and the second generation of Logo were integrated into the design of "wave" and "Deng" in the new Logo.

Nowadays, many domestic brands have changed their logo to English or Chinese English combination. In such a trend, Bosideng has removed the English ingredients from its logo and turned it into a pure Chinese logo. This is Bosideng's confidence and self-confidence of Chinese brands. Bosideng, a Chinese national brand, will bring Chinese products to the whole world and become the world's first down clothing brand.

Bosideng, founded in 1976, is headquartered in Shanghai and is a listed company of the Hong Kong stock exchange. It employs more than 2 employees worldwide. In the past 42 years, Bosideng focuses on the development, design and manufacture of down garments, and each down garment has to be completed by at least 150 processes. Since 1995, Bosideng down garment has been the first in the country for 23 consecutive years, and in 2015, it has won the first place in the value list of Chinese textile and clothing brand for 20 billion 725 million consecutive years in three consecutive years.

Extreme cold experience warehouse in Bosideng flagship store, East Road, Nanjing

As mentioned above, the fashion show of New York fashion shows the consumer's attention to Bosideng to a new height. According to the survey of New York fashion week, Bosideng WeChat index reached a peak of 2172015, far exceeding the international brand of down garments. This data is 17.5 times that of Moncler and 30 times that of Canada Goose.

The brand of this series of actions can be recognized by consumers, and it is also inseparable from the brand's insistence on quality in the past 42 years. It is reported that Bosideng has the first National Laboratory in the industry. 177 patents have been obtained, 23 items of science and technology projects have been launched, and 3 new and high technology products have been certified, and the first to increase the cashmere content to 90%.

Although Bosideng has encountered a low trough period in the development of many years, the market is facing the erosion of foreign brands and four seasons brand clothing, and the channel is also far away from the mainstream crowd, even being evaluated by consumers as "Mom and dad wear". However, since the beginning of this year, the brand has entered a new generation of mainstream consumers by relying on the solid professional foundation of the past and implementing strategic upgrading.