Why Is Bosideng Again Hot On The Line?

When many of the once known clothing brands gradually fade away from the public eye, a boatswan brand of the 70 and 80's childhood memories is on the way, and the 42 years are always new and a bestseller.

The double eleven, Bosideng, has just become the first clothing brand that has been sold for hundreds of millions of dollars in advance. After the official sale, the sales volume has been broken by 200 million an hour. The joint venture with three famous international designers has been snapped up 5 minutes after being sold online.

(queue up under Bosteng flagship store line)

How did the "Chinese emperor" pursue the wave and keep pace with the development of the times?

Online rush line queuing, Bosideng again "fire"

For many 70, 80 consumers, the first thing in life.

It's Bosideng.

But in the past few years, Bosideng seems to be fading away from the mainstream crowd's vision, and has become the memory of the previous generation in the consumer's mind.

This year, many consumers have said that Bosideng's "bullying screen" mode is open. No matter it is the clothing brand of the only selected country's brand plan, the fashion week of New York, the introduction of designer joint name, and the installation of variety show, it is difficult for people to move away from their sight.

Offline stores are looking new, big queues and long queues are common, and a lot of hot products are even sold out.

Online Tmall flagship store, on the day of double eleven, broke 200 million in just one hour, surpassing the total of eleven days in 2017.

Finally, this year's double eleven, Bosideng with a full channel sales volume of over 740 million achieved a perfect ending.

Celebrities are hard to conceal their love for Boston. Ivy Chen, Karen Mok and Dylan Kuo are wearing the most popular PUFF series this year. Scarlet witches, "elf Prince", "sweating goddess" Adrianne Ho, Chen Linong, Ouyang Nana and so on are also wearing "Bosideng x international designer" series, attracting fans to ask for the same get.

(The Scarlet Witch, the prince of the elves wear the joint name of the bostin designer)

New York fashion week before the show, the international designer joint fashion show, and so on, but also detonated the social media at home and abroad, attracting mainstream authoritative media coverage.

(overseas media and social platforms have reported Bosideng)

As a classic product of 42 years' focus on down jacket, how can we achieve the pformation and upgrading of the brand?

On the road of awakening, Bosten really changed.

The consumer market is constantly changing, and innovation is the driving force for the brand to go further in the future.

This year, Bosideng focuses on the main business of down garments, and innovating itself from the aspects of products, channels and brand strength.

Bosideng strengthened its advantages and joined hands with world-class suppliers and designers for continuous optimization and innovation in design, raw materials, technology, technology and performance.

Not long ago, with Ralph Lauren's former design director Tim Coppens, the Ennio Capasa, LV and the former designer of Antonin of the new generation of Paris, she launched a series of "Bosideng x international designer joint venture" series, which is one of the important initiatives.

(Boston x international designer joint press conference)

In addition, this year's Boston new PUFF series, extremely cold series, Disney cooperation series down clothing, and so on, combined with the current fashion elements and the top technology process, taking into account the warmth and fashion quality design, is also popular at home and abroad.

(Chen Linong, Ouyang Nana wearing Bosideng down coat)

Not only has the product changed obviously, but also the Bosideng store has a new look. In October 20th, Bosideng Shanghai Nanjing East Road flagship store opened in a grand way.

At the same time, hundreds of Bosideng shops are open at the core commercial blocks of major cities across the country.

Beijing Xidan, Tianjin Binjiang Road, Chengdu Chunxi Road and other national landmark business circles have appeared a new image of Bosideng shop.

It is reported that the newly upgraded flagship store is built by the top French designer team, aiming to build a one-stop shopping experience center.

(Boston Shanghai Nanjing East Road flagship store)

Bosideng also strides forward in building brand power.

In September, he was invited to the show at the New York fashion week, attracting the attention of many famous stars including Anne Hathaway, eagle eye Jeremy, Reina and Wendy Deng, which attracted more than 200 foreign media reports and INS hot debate. Besides, they also joined hands with Disney, man Wei, invincible destroyer Wang and other big IP to push out the joint name, and put in the popular variety "run men". This is not only a self renovation of Bosideng brand, but also marked the return of Bosideng glory to the mainstream.

(New York fashion week Bosideng show guests, known as the "most expensive" photo)

Deep ploughing for 42 years, "Chinese business cards" sell well in 72 countries worldwide.

In fact, Bosteng can quickly return to the public view, detonate the mainstream crowd, can not do without the focus and accumulation of 42 years of down jacket, and constantly innovate in down, fabric, technology, version and so on.

Bosideng and MONCLER use the same feather down supplier, take fluffy degree, 480+ is an entry level, and Bosideng can reach up to 800+, which is called 5A grade down.

Each piece

At least 62 craft divisions, more than 150 processes, and patented technology to achieve a breakthrough in the problem of running velvet, pinholes more detailed, sewing more sophisticated, every 3 cm up to 13 needles.

In addition, each of the down garments can be tested by three extreme tests, such as -30 degree extreme cold.

Improving quality has also made Bosideng win the authority award at home and abroad and become the enabler and promoter of the down jacket industry standard.

Reliable product quality and design are also

We have laid a solid foundation for developing international market.

Starting from the first step of international marketization in 1999, Bosideng has been selling well in 72 countries, including the United States, France and Italy. The total sales volume of the world has exceeded 200 million, which fully proves the leading position of Bosideng in the industry.

Gao Dekang, chairman and President of Bosideng board of directors, said Bosideng focused on the field of down garments for 42 years, and accumulated a strong brand reputation. At present, the quality and professional quality of products has won the recognition of the market and consumers, and has led the development of the industry.

from

A hundred stores opened together, to launch the designer joint name, double eleven sales hit a record high this year, Bosideng surprised everyone.

In the future, Bosideng will also win the consumer's choice by virtue of its 42 years of dedicated spirit and the global status of the 72 global markets.