Why Is Bosideng Again Hot On The Line?

In many of the household names

As the brand gradually fades away from the public's vision, bostenden, a brand of eiderdown clothing full of 70 and 80's childhood memories, is on the way. It has been popular for 42 years.

The eleven double Shopping Festival has just ended. Bosideng became the first clothing brand to be sold in advance, and the sales volume was broken by 200 million an hour after the official sale. It launched a joint name with the three famous international designers. Once it was sold online, it was sold out.

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 consumers after 70 or 80, the first down jacket in life is 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, double eleven Bosideng sales an hour to break 200 million, to achieve a double eleven full day ahead of 2017, double eleven when the total sales volume of the antenna is over 740 million.

Celebrities are more than enough to conceal their love for Boston. Ivy Chen, Karen Mok and Dylan Kuo are wearing the most popular Puff series this year. The scarlet witches "Elizabeth Olsen", "elf Prince" Orlando Bloom, "sweating goddess" Adrianne Ho, Chen Linong, Ouyang Nana and so on are also wearing "Bosideng x international designer joint" series, attracting fans to ask for Get in the same paragraph.

(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.

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.

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Continuous optimization and innovation in technology, technology and performance.

Not long ago, design director with Ralph Lauren

Teacher

Former designers of Ennio Capasa, LV and Balenciaga

Cooperation, the introduction of "Bosideng X international designer joint name" series is one of the important initiatives.

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.

Shanghai Nanjing East Road, Beijing Xidan shopping center, Hangzhou Hangzhou big shopping center, 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, she was invited to the show at New York fashion week, attracting the attention of many famous stars including Annne Hathaway Anne Hathaway, Hawkeye Jerry Milena Jeremy Renner, Wendy Deng and so on, which attracted more than 200 foreign media reports and INS hot debate. In addition, they launched a joint venture with Disney, man Wei, invincible destruction Wang and other big IP, and implanted 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 of the down garments has been processed by at least 62 craftsmen and more than 150 processes, and patent technology has been used to achieve new breakthroughs in the problem of fleece. The pinholes are more delicate and the stitching is more sophisticated, up to 13 needles per 3 cm.

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 also laid a solid foundation for Bosideng to explore the 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.

Mr. Gao Dekang, chairman and President of Bosideng group's board of directors, said Bosideng focused on the down jacket field for 42 years and accumulated a strong brand reputation. At present, the quality and professional quality of the product has been won.

And consumer recognition, led the development of the industry.

From New York fashion week and 100 stores to the launch of designer joint name, double eleven sales volume 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.