Boston Became More And More Vigorous In 43 Years.

"Come here, put it on your body and show it to you."

Gao Dekang pointed to his army green down jacket on the back of his chair.

The scene was full of laughter.

Zhao Daoli, deputy director of CRM, was suddenly shouted by Gao Dekang. He put on his clothes and made two turns.

"This dress is very comfortable to see.

The light is Yaguang, and the cold wind does not enter and it is hot.

Gao Dekang became a shopping guide at the scene.

Laughing again.

There are people at the scene.

Compared with Bosideng, the "Jade Emperor" contrast, "I do not say that others are good, but my clothes, from craft, plate shape, atmosphere, no one can compare."

Gao Dekang, who has been very enthusiastic at the media meeting, can see that he is satisfied with Boston's current business status and clothing positioning and appearance.

Top week in New York Fashion Week

Boston has been in action for the past two years.

Gao Dekang has always wanted to build Bosideng as a brand representing young lifestyle.

Now he has found a new key: new retail based on digital and mobile technology.

He also found the best partner to polish the key.

At the just concluded ONE business conference of Ali, as a brand of national down jacket, Bosideng was selected as the "A100" plan. In the future, it will integrate the Alibaba business operation system and complete the digital pformation.

After 43 years of ups and downs, Bosideng has become more and more vigorous after finishing the down of the new retail of Ali.

Turn over the earth

Speaking of Bosideng, most of the 80 and post-90's most intuitive impression is: when they were young.

Even Gao Dekang admits, "the old bostam is bought by the elderly and middle-aged people."

The deeper the impression, the stronger the change of "soil creation".

According to the world clothing shoes and hats net, in early 2018, the popular variety IP "run the boy" flew to the the Alps. Song Zuer and Deng Chao, the super traffic stars, ran, danced and tore famous brands in the snow.

After the program was broadcast, many netizens asked at the post bar: what brand is this dress?

In the fashion week of New York in September, Bosideng ran a fashion show, an antique show, with Jiangnan pane as its background, all of which are Chinese elements.

And who can see the show? Hollywood star Annne Hathaway and her husband, legend Wendy Deng, eagle eye Jeremy Rainer are all famous fashion people.

Many people exclaimed: "Ma ya! Is this still Bosideng?"

In the same month, Bosteng resumed the flagship store in London, which is located in the most prosperous commercial district of London: SOUTH MOLTON STREET28, and also entered the buyer's shop in Milan.

In October, Bosideng announced that it would cooperate with three world-class designers in the down jacket series.

The former LV and the Antonin Tron, the former design director of Ralph Lauren, Tim Coppens, and the Italy ghost designer Ennio Capasa from Yamamoto Yamamoto.

The top fashion people will earn their own income, grinding out the windscreen, cold, super light, futuristic feather products, and even netizens are flop. In forty-third years, they will feel warm.

The recent discussion around Bosideng has gone hand in hand. "Fashion" is very frequent. "Italy", "Hollywood" and "Milan" are also very conspicuous.

This year's Bosideng revenue has soared and sold well in 72 countries.

Gao Dekang, at the ONE conference, said happily, "this year, Bosteng is a young man."

Ups and downs

Two years ago, Bosideng was not such a face.

In February 2017, Bosideng closed its only flagship store in London, announces that its internationalization strategy has basically failed and its share price has dropped to freezing point.

Gao Dekang said: "(performance decline) is my problem, not blame anyone."

After its listing in Boston in 2007, its sales volume has maintained a leading position for a long time. On the strategic layout of the down jacket, its four brands are Bosideng, Xue Zhong Fei, Kang Bo, and ice cream, ranging from high and low grade to all ages, with deep barriers.

Later, Bosideng began to expand the non down garment business and buy high-end women's clothing Jesse.

The retailer opened more than 13000 stores and bought a property in London's bustling commercial area for about 20000000 pounds to pform it into the first overseas flagship store in Bosideng, thus opening up the global layout.

Harboring the dream of going to sea, not afraid of the competition of the strong enemy, it has been for many years to go around for a long time.

In the year when Bosideng was founded, China had not yet made reform and opening up. Gao Dekang, a small tailor of the two brigade of Shan Jing Village, Jiangsu Bai county commune, set up a tailor team to run a well-off society with Changshu villagers.

When the bike broke down, it was replaced by motorcycles, motorcycle damaged, small pickup trucks and containers. Bosideng also slowly knocked from 11 people 8 sewing machines to a listed company with an annual market value of about 10000000000 yuan.

But over the past 43 years, great changes have taken place in the environment.

When Gao Dekang founded Bosideng, people bought rice and flour for food stamps, face checks and big meals in the village. At that time, there were no competitors from all over the world.

Nowadays, consumers can buy things on the toilet with their mobile phones. There are more and more manufacturers of down coats in the market. Various B2C/C2C platforms have emerged. New channels have made a large number of small brands separate the market of Bosideng.

As competition grew fiercer, Bosideng began to have huge inventory backlog.

Gao Dekang chose a broken arm to survive, according to the earnings data, he has closed nearly 9000 retail stores in 5 years, once wandering on the brink of life and death.

In March 2009, Gao Dekang was determined to pform and put forward more branding, four seasons and internationalization.

I don't know if anyone still remember asking Lee Hom to endorse, but also outside the men's wear line, opening up fashionable women's clothing, children's wear and other product lines, and striving to become a fashion brand operator who can be patronized by consumers all the year round.

But consumers do not seem to buy it.

Roll up the earth again

The most recent TV play, the great river, tells about the development of China's economy in the past 40 years of reform and opening up.

One of the characters, Lei Dongbao, was the Secretary of Xiaolei village, and led the villagers of Xiaolei to become rich.

This is the unique mode of township enterprises in the process of China's reform and opening up.

Bosideng is a typical enterprise representative of "South of Jiangsu mode". It has grasped the root and instant release resources of township enterprises and developed rapidly.

In 2017, Gao Dekang was determined to adjust his strategy again.

In the process of doing market research, Gao Dekang found that most Chinese consumers would link Bosideng and down jacket.

Subsequently, Bosideng's overall strategic direction was changed to: "focusing on the main brand, focusing on the main channel, shrinking diversity", the original four seasons men's wear, women's wear, children's wear products gradually reduced, the main development of brand down clothing business.

The tentacles have been returned from abroad, focusing on China.

From the beginning of 2018 to the present, Bosideng has made an all-around pformation in terms of product construction, product optimization, brand promotion and channel construction.

At a media conference, Gao Dekang said, "I admit that Bosteng succeeded before, but the middle may not be well managed, and there was something wrong with it.

Now, looking back, we are going to pursue the trend of youth.

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Boston has launched several high-end series: extreme cold series, designer series and Gore-tex high-end outdoor series, corresponding to commuting, city, outdoor and other different scenes.

The highest price is the high-end outdoor series, the average price is 3598 yuan.

During this period, the gross income and gross profit of the group began to rise.

According to the published earnings data, as of September 30, 2018, Bosideng's total revenue was 3 billion 444 million yuan, an increase of 16.4% over the same period, and its net profit attributable to shareholders was 251 million yuan, an increase of 43.9% over the same period last year.

High performance growth.

To sum up, there are basically two types of pformation in Bosideng's Transformation:

First: large show.

Bosideng, through the most authoritative CCTV platform in China, fired the first shot of brand remolding, and then hosted three big shows: the Beijing water cube show, New York fashion week and the Three Kingdoms designers.

Second: the daily life of consumers gradually penetrated.

Bosideng and Focus Media cooperate in building advertisements, publicizing blockbusters with cinemas in China's first tier cities, and trying to open up multi-channel modes such as Xiaohong book, star shopping, social media communication and so on.

In the pioneering stage, Gao Dekang once said to all the villagers in KangBo village, "one day, we must let everyone live the same life as the townspeople."

Today, Bosideng's smart factory is located in this small village in Changshu.

Once poor rural areas, it has long become the "top ten well-off villages in the whole country", "national ecological village" and "national civilized village".

There is no need for Bosideng's business strategy behind it.

Last year, Bosideng began to cooperate with Alibaba in the new retail business, making the entire supply chain pformation from front-end sales to back-end manufacturing.

"After the whole (new retail) system has moved up, I have to consider how to pfer traditional enterprises, especially the products that we have a strong winter product, which will connect with the Internet faster."

Gao Dekang said.

While maintaining enough reverence for traditional retailing and keeping up with consumers, Boston is like a top hunter in the past two years, and the timing of the target has been steady when the trend has arrived.

Find the secret key for upgrading

Haramatsu Namishito's experience in predicting the down jacket is based on experience. But now Gao Dekang will say, "what's more important in the future is data analysis. Don't pat your head. You must analyze the data accurately."

The Boston Group headquarters in Changshu, Jiangsu, has a special room, which is written as "commodity management big data center".

Here, the information of more than 3000 Bosideng stores across the country is in full view.

Open a house at random, the page launches, detailed information of this store is listed: the sale has accumulated 28670 on that day, and the black down coat of goods No. XXX has been sold for 13 days in 7 days, and there are 11 stocks in stock. The data are all beating in real time.

Return to the main page, enter the black down clothes and color number in the system, can see all the stores in the whole country stock, "this is a good sale, you see, this, the store is out of stock."

Bostin's director of information points to these stores with his fingers.

Boston has an automatic replenishment system. Every night the system will automatically collect all sales and inventory data of Boston stores, and then replenish all stores according to regional warehouse data.

This ability to sit in the house and see the overall situation depends on the retail cloud platform built by Bosideng and Ali Yun.

The retail cloud platform integrates Bosteng's original distribution, online and offline, and all stores' data in a system. The data here include inventory, users, pactions, orders, etc.

It means that people, goods and fields in the entire trading chain are converged into an instant dynamic "pool", which can be retrieved at any time by the business modules and business processes of the upper level.

For enterprises, inventory is cost.

With the automatic replenishment system based on the stock center, Bosideng selected several pilot districts to cancel the dealer warehouse.

The system automatically replenishment for distributors' stores and direct stores, and centrally allocate them from large warehouses around.

If a store X X color X code is out of stock, the cloud platform will submit a full channel order and payment, the system automatically finds the most suitable warehouse, notifies delivery, and deduces the stock side's available inventory and assigns performance.

This is a very bold decision.

If the system is inaccurate, no inventory will directly affect the turnover.

But Bosideng, through the intelligent replenishment system of stock center, reduced the shortage loss by 21%, the sales rate increased by 10% compared to the same period last year, and 5 million of the members repurchased rate reached more than 20%.

Q&A

Reporter: Ali and new retail cooperation, which involves a lot of cost problems, how to measure their input in this area?

Gao Dekang: since we do this, there must be some cost.

At the very beginning, the foundation is not for today, but for the future. I have this preparation, there is talent to docking, docking well budget, and then incorporated into our plan this year.

Late do or early do this problem, late do not follow, early price is cheap, late price is higher.

The era of big data is coming. What's more important is data analysis. In the future, we can't beat our brains. We must analyze the data accurately and how the young people are now.

Our success this year is because we have been doing data and information. After these two analyses, the style is accurate.

So we don't have much stock this year, the higher the accuracy, the more accurate the information will be, and the stock will not be too large.

Reporter: you said just now that you can choose Tmall in cooperation. Why?

Gao Dekang: Tmall platform is big.

If it goes up, I will come. If I go down, I will not come.

This year we have won 2000 yuan and one piece in Tmall.

The key is to do your own product well, and the product is ready to go on this platform.

Reporter: what is the most important brand in Bosideng's brand and new retail pformation?

Gao Dekang: I feel deeply in these two days. The product must be innovating, the brand must be raised, the price should be raised, every step should be promoted.

In 2018, Boston's foundation was very good. In 2019, we were preparing for autumn and winter, and summer was ready.

This year we integrate global designers. This is very important. The down garment is different from the four seasons products. The special technology, the inside shape, the completely different concept, so it is very complicated.

First of all, we should check ourselves, see ourselves, see ourselves clearly and see others, so that we can do better ourselves.

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