Think Deeply: Will National Brands Have The Opportunity To "Boom" Only When The Patriotic Craze Comes

Only when the patriotic craze comes, will national brands have the opportunity to "boom"

The term "Bosiden's sudden rise" hit the headlines at the end of 2018, mainly because Canada's arrest of Huawei CFO delayed receiving an answer. Global Daily reported that Chinese consumers might boycott Canada's down jacket brand Canda Goose. Indeed, since December 4, the share price of Canada Goose has plummeted all the way, and on December 6, the decline reached 8.44%.

From December 4 to 7, the market value lost nearly 8 billion yuan in three days.

The national brand Bosiden rose by nearly 14% from December 3 to 10, hitting a five-year high.

The national brand Bosiden was founded in Changshu, Jiangsu Province in 1976, even ahead of the reform and opening up. This small clothing brand was born in the traditional land of plenty at that time. It started from scratch with 8 sewing machines and 11 farmers. It has been 42 years since we came here, and now the parents of young people have also accompanied Bosiden.

nowadays Bosideng The boom, many young people lament the revival of national brands, lament that Chinese consumers can now be confident enough to get rid of dependence on foreign brands, behind which is only a patriotic upsurge at the end of 2018?

The zigzag attempt of fashion will take at least 10 years for Chinese brands

Bosden UK Store Closure Announcement

In March 2017, Bosden was in Mayfair, London, UK The only overseas flagship store in the business district has closed. At that time, it seemed that Bosiden's international operation since 2007 was headed for failure.

In 2011, Bosiden Group bought the 6 building at 28 South Molton Street for 21 million pounds As for the storeys high, it seems that Bosden's shop in London has a meaning of "becoming a fat man after eating". Bosiden came to the UK to do high-end men's wear instead of functional clothing brands.

A man's short sleeve costs $85, and a down jacket costs $398. At that time, Bosden invited British local designers Ash Gangotra and Amelia Pretious As the creative director, most of the clothes are manufactured in the UK.

Look around Mayfair where the UK store is located In the business district, there are many fashion brands with a long history. It is not easy for fledgling Chinese brands to survive here. At that time, Bosiden without its own characteristics was attacked everywhere. In April 2014, Bosiden cancelled the cooperation with local British designers and manufacturers, but still did not understand its direction and what overseas consumers wanted, As a down jacket brand with a long history, should it play its trump card? These problems led to the first failure of Bosiden's internationalization.

Before the launch of Bosiden in 2007, they lived in their parents' wardrobes. On holidays, your parents held your hand and told you that they would buy you a Bosiden down jacket at the mall. So that in the last five years, the post-95 adults have a stubborn impression of Bosiden's aging and backwardness.

Bosiden was listed in 2007, and the next few years were the early days of online shopping, when Bosiden had nearly 10000 stores in the country. For such a large scale, online shopping was a great impact on the physical merchants, but the transformation of e-commerce was not fully prepared. At that time, Bosiden had no idea how to start.

In 2017, Bosiden has been listed in Hong Kong shares for 10 years. The road to internationalization has not been completed, and the domestic prospect is not clear. This decade has been a dilemma for Bosiden and countless national brands.

Concentrated patriotism is not the lifeline of national brands

According to third-party data, China's down jacket production from January to February 2018 was 29.3826 million, up 17.21% year on year. In 2017, the output of down jackets in China was 285691500 pieces

China's down not only has a large output, but also has high quality. It has the strength to compete with foreign brands in the market.

Canada Goose has a long history as an old down jacket manufacturer in Canada, and its quality is excellent. Before entering the Chinese market, Bosiden had cooperated with many international fashion buyers, but it only focused on the marketing and product upgrading of down jacket, a major functional garment, from beginning to end, which Bosiden did not realize before 2018.

In December this year, Canada Goose's first physical store in Sanlitun was about to open. Before that, the number of people entering the flagship store of Canada Goose Tmall reached 500000 on the day of the Double 11 holiday. Before the Huawei incident, Canada Goose had already planned to break into the Chinese market. The collapse was indeed affected by the patriotic craze of Chinese people.

However, even if the time and place are favorable and the people are harmonious, national brands should also think about how we can become a "warm economy" in the cold economic winter, especially the clothing brands in demand such as Bosiden and Li Ning.

It is not difficult to observe the actions of national brands in recent years. If you want to open the international market, you must do the following three things.

1. The products have Chinese characteristics and are designed in the original Chinese style. 2. Don't deliberately lower prices to cater to the market 3. Learn marketing and enter social media.

Li Ning launched Guochao series, Li Ning China.

Bosiden 2018 New York Fashion Week catwalk?

　　 Bosideng We have made decisive reforms in brand image, channel, design, marketing, etc., and said that one of the main strategic policies of Bosiden Group this year is to "focus on the main channel, focus on the main brand".

Some people say that 2018 is a year of consumption degradation, rather than a year of change in consumer attitudes. For national brands, the patriotic craze is just an opportunity, not a life-saving straw. Chinese consumers care about the views of foreign markets on China. Only when consumers recognize national brands subconsciously and have a sense of pride can they truly achieve the "boom" of national brands.