Canadian Geese: Boston, The Child Of Other People: Better In 2019

Many people may remember last year at the end of last year, a big fire broke out in Bosideng in the environment of low consumption. It became a legend of the clothing industry in 2018.

The growth of the counter trend means positive performance data. By the end of February, Bosideng parent company Bosideng International Holdings Limited announced the latest operation performance of its down garment business. It said that in the 2018/19 fiscal year ended February 25, 2019, the total retail sales of related businesses exceeded 10 billion yuan, and the total sales revenue increased by more than 35% over the same period of 2017/18 fiscal year.

In 2018, Bosideng implemented the first year of focusing on the main channel and focusing on the main brand strategy. During this year, the "Boston" Bosideng achieved double growth in revenue and reputation.

Looking back on the remarkable achievements made in 2018, Bosideng told China apparel network that product upgrading is the most significant step in the past year's strategy.

Bosideng has always been a leader in the industry of domestic down garments, and is praised in terms of product quality, brand technology and so on.

In recent years, besides quality, Bosideng has added its own fashion benchmark.

Last year, Bosideng joined the three major international designers to launch a joint name and put on the New York fashion week main show to launch the new products of the showroom and the cross border Man Wai, breaking the negative impression of its stereotyped design, enhancing the consumer's experience of the product, and achieving the success of the brand image.

Bosideng's success in product upgrading is not an empty talk of brand self praise, which can be concluded from the discussion of consumers from major media websites.

Of course, this success is more intuitively reflected in performance.

Last November, Bosideng released its interim results report. The group achieved a 3 billion 444 million operating income, an increase of 16.4% over the same period last year. The group equity holders should account for a premium of 251 million, an increase of 43.9% over the same period last year.

As a result, Bosideng said that it will continue to adhere to the strategic principle of "focusing on main channel and focusing on the main brand" in 2019.

In view of the current market of down garment industry, Bosideng interviewed by China apparel network said that in 2019, it will continue to promote strategic upgrading in four aspects, including product level, brand level, sales channel and consumer experience. On the basis of the existing product strength, through the systematic upgrading of channels and structural layout, the integration of online and offline development will be realized, and the mainstream business circle will be settled, and the display of stores will be optimized. Starting from the terminal, consumers will be given a better user experience.

Influenced by the trend of supply side reform and consumption upgrading, Bosideng's reform has caught up with a good time for down garment industry, and there will be huge market space in the future.

According to the China Apparel Association data, it is estimated that the market of Chinese down garment market will be close to 120 billion yuan in 2019.

In recent years, the fashion industry's pursuit of down clothing category has helped the down jacket brand to a certain extent spend the sales impact of the warmer winter temperature.

At the same time, more and more market participants, such as Canada goose, Moncler, UNIQLO, and so on, have raised the feather and clothing market's heat and activity, which is expected to further expand the market cake.

However, with the brand of foreign down garments entering China, the four seasons brand has grabbed the down garment market, and the down garment industry is full of multidimensional pressure from all sides.

Moreover, in the environment of declining consumption growth in 2019, brand development will be more difficult.

Bosideng, who has been in the deep plowing down garment industry for 42 years, is obviously able to predict his own situation.

For the competitive situation of the down garment market, Bosideng's response is to constantly consolidate the experts' cognition of down jacket, which is a synonym for Down garments, no matter at the consumer's cognitive level or at the market level.

It can be seen that Bosideng is ready to conquer the market with a single down jacket category compared with some clothing brands, and though it is risky, the spirit of "specialize in industry" and the quality products that match it may have the power to shake the fashion industry.

Author: Shi Qiao Lu