Brand Aging Has Been Criticized. Can Bosideng Usher In The Second Spring?

Bosideng, founded in 1976, is the largest producer of brand down garments in China.

Mainly engaged in the development and management of its own down jacket brand. Bosideng down clothing sells well in 72 countries, including the United States, France and Italy.

This year, a series of butterfly effects have been produced because of the HUAWEI Meng hung boat incident. The first store in Beijing, Canada's geese, has been delayed and its share price is in a doldrums.

In the outsider's view, Bosideng benefited from the sales of Canadian geese and the drop in share prices.

Its industrial insiders know that in recent years, Bosideng has been practicing internal strength, but there is only one node to let him enter the public eye.

Bosideng, with brand aging and strategic mistakes

Bosideng began its performance in 2014, becoming increasingly unsatisfactory, declining for the three consecutive fiscal year and closing its flagship store in London in 2017.

As a brand that has been established for more than 40 years.

Boston is facing a severe test -- brand aging.

Single style

The main reason why Bosideng is in trouble is that the style is old and the style is too simple.

Before and after 2010, the shock wave of fast fashion brands abroad shocked and scared all the clothing brands in China, because it shook the traditional concept of the domestic garment industry.

"The success of the domestic market includes two European brands and two Japanese brands, and their massive entry has shocked all domestic clothing brands."

Wei Gang said the four brands came from Europe's ZARA, H&M, and UNIQLO and MUJI products from Japan.

Fast fashion brands represent fashion and represent the trend.

Fast fashion styles make ZARA and other brands quickly occupy the Chinese market.

Data show that ZARA can launch more than 12000 design styles every year. Although there are no statistics on the number of down garments, there should be a small number of market shows.

And Bosideng's 6 major brands and 11 series products launch about 200 personalized feather down products each year.

Manufacturing complex

Bosideng is an enterprise with industrial manufacturing complex and has always grasped quality production.

Of course, this is also an advantage of Boston's quality word of mouth, but clothing experts say "the new clothing strategy theory tells us that good quality products are not good choices, but the right ones are good."

Production outsourcing is the strategy of many enterprises at that time, but the founder Gao Dekang has been infatuated with the production process, and will inevitably ignore the two core of design and sales.

Diversified business layout

In fact, in the past few years, Bosteng not only shifted to men's clothing category, but also wore dresses for women's wear and children's wear.

Including the current official website display category, in addition to down jacket, the other three items are also listed.

Diversified businesses disperse Bosideng's energy for down coats, and at the same time, with the saturation of men's clothing and women's clothing market, his diversified business performance is also not ideal.

Besides the down clothes, men's clothes, women's clothes and children's clothes, there are also the OEM business.

We believe that the OEM business is not new at the moment. It is similar to the "selling tag" event of the boiling south of the buoy, but Bosideng did not completely turn to the OEM licensing mode.

In 2015, when Bosideng's brand was in distress, the OEM business grew instead.

At that time, it should be seen that the OEM business is full of others' pockets, and its reputation is damaged.

Can we adjust the strategy of Bosteng to usher in the second spring?

"The three days of the three days should be treated as a matter of fact". Today's Bosten will still have problems, but basically it has already got out of the difficult position and has found its own way.

How does he deal with brand aging and strategic mistakes?

Keeping pace with the times in design

Single style is the main obstacle to her brand aging, so it is urgent to change clothes and design.

The former Bosteng has basically become the standard of the middle aged and old man's aunt. People's memory of him is only in the weather forecast N years ago, and gradually eliminated by fashion.

But now Bosideng has changed the image of the traditional, down and down clothes before the development of Moncler and Canada goose style, becoming younger and younger.

In September 2018, Bosideng completed a catwalk in the fashion show in New York fashion week.

In October 27th, Boston moved out again and released a series of down jacket with three designers, which was officially launched in November 5th.

The "very earth" Bosten in the impression suddenly became "foreign style".

Regrouping, and "three pronged efforts"

Bosideng has launched three high-end series: extreme cold series, designer series and Gore-tex high-end outdoor series, which correspond to different scenes of commuting, city and outdoor.

At present, no matter which industry, high-end is constantly becoming a trend.

Bosideng's high-end drive is the surge of Bosideng's performance.

The famous international down jacket is the two largest brand of Canada goose and Moncler. These two down coats are on the top line. Tens of thousands of prices are also prohibitive.

Bosideng's wise move is not to challenge their authority. Besides, the down jacket over 10000 yuan does have pressure.

Secondly, he did not touch the low end market below one thousand yuan, it is a red sea of price war, not only intense competition, but also very low profit.

But in the one thousand to ten thousand range, Bosteng relies on more than 40 years of brand accumulation to fight, and with the upgrading of consumption, this part of the market is very broad.

Shrinking business, returning to the beginning

In June 2018, Bosideng proposed "focusing on the main channel and diversifying", laying a timetable for "1 to 3 years to strengthen the Chinese market, 4 to 6 years to lay the global market, and 7 to 10 years to lead the global market".

Bosideng, who started his down jacket, began to concentrate on his down jacket.

Specifically, in Bosideng's diversified businesses, men's clothing, Bosideng's home and other brands decreased by 83.3%, 99% and 13.7% respectively.

Through the contraction of diversified sectors, the focus of consumer market can be more concentrated, and the product cohesion of feather clothing and even functional clothing can be more prominent.

There is no real "cold winter" in the market. It is said that 2016 is the dividend period of the market, and the performance of Bosideng has not changed. It is said that it will be cold in 2018, and it will be colder in 2019, but Boston will return to life in 2018.

Bosideng is not a miracle, it is just finding the right way and direction.

In 2019, it was not for fear of anxiety. In 2019, as usual, in January 9, 2019, "the new family growth of leaders of mothers and babies" was like usual.