Bosideng "Brainpower" Declassified: How Does Domestic Clothing Occupy C?

The winter of 2018 is a warm winter. The Canadian geese first settled in China. The young consumers stood at long queues to buy the geese.

Under the pressure of multiple "unfavorable factors", Bosideng, a domestic down jacket brand, turned upside down against the wind, creating a miracle that the annual retail sales exceeded 10 billion. This is another successful sample of the 2018 Chinese brand two degree venture.

We all felt that Bosteng had changed and was reborn.

But few people know that in addition to the accumulation and settlement of Bosteng for many years and the effective implementation of the team, the "God" operation is also the brainpower of a behind think tank competition strategy consultation.

In the recently held CHIC 2019 China Fashion Forum, Xie Weishan, chairman of Beijing consulting, accepted an exclusive interview with the reporter of the business daily. He reopened Bosideng's growth trend.

From edge brand to flow "dark horse"

"Price bloody war" is a frequently mentioned word in Xie Weishan's interview. In his view, this is a "chronic illness" that the domestic clothing brand is hard to escape.

Bosideng has also been stuck in the price war and can not extricate itself.

Brand aging and year-round promotion discount, Bosideng left the impression of consumers at the expense of the middle-aged and elderly down jacket.

In the past two years, shopping malls have been upgrading and upgrading.

The worst time was 2017. Bosideng shares were much lower than they should be. High-end business circles and shopping malls were not willing to rent locations to Bosteng because they could not bring traffic.

Xie Weishan said that when they took the case of Bosideng, they found that this is actually a "deep brand" of the moat, focusing on the field of down garments for more than 40 years, and the brand has been strongly associated with Down garments. When it comes to Bosideng, people will think of down jacket for the first time.

However, in recent years, Bosideng has spread the booth too much, expanding many brands of the four seasons, instead of losing the core products.

Seeing the advantages of Bosideng, Jun Zhi set up a competitive strategy for Bosideng to return to the main business and focus on "down jacket experts", cut off non core businesses, adjust the design concept, upgrade products and brand image, and convey the professional value of Bosideng to consumers.

With the gradual landing of strategic alignment, Bosteng is reborn.

In September 2018, Bosideng appeared at the New Fashion Week conference in New York. Many famous stars such as Annne Hathaway and Victoria's supermodel "AA" were quickly fermented on the Internet in Bosteng down clothing, and the "feather king" once entered the consumer's perspective, and most of them were young consumers.

Last year, "double 11", Bosideng sales growth was strong, 42 days to achieve sales of 3 billion 96 million yuan, an increase of 41.6% over the same period last year.

"Double 11" single day channel revenue exceeded 740 million yuan, an increase of 73.2% over the same period last year.

The next "double 12", a single day channel revenue of 514 million yuan, an increase of 150% over the same period.

In 2018, Bosideng was popular not only in the capital market, the stock price went up by 132.8%, and it gained the first three of the annual increase in the Hong Kong Stock Exchange (south to South) paction; meanwhile, the brand also won the recognition of the consumers. The sales volume of mid and high-end sales increased by more than 500%, and the retail sales exceeded 10 billion yuan, so that more people could see the unique charm and great potential of the Chinese brand.

Methodology of combination of Chinese and Western

In Xie Weishan's view, today's business wars and wars are not much different, but as long as we find the right way to deal with the bloody battle and solve the competition problem, Chinese brands will be awakened.

In the case of Bosideng, he drew on the wisdom of Sun Tzu's art of war, and put forward the strategy of "taking the positive and the Clipsal".

To be exact is to compete against competitors, and enterprises should not fall behind in every aspect.

Whether VI design, terminal stores, clothing design, corporate culture management, marketing channels must be at the same level as competitors, at least guarantee that these basic levels will not be lost to each other.

Enterprises should make every effort to push forward all kinds of tactics around the strategic direction.

But "Clipsal" is the key to winning the game. This "wonder" is the moat of the brand.

Xie Weishan stressed that "the people who win the popular will win the world".

In the commercial war, the "people's heart" is the mind of the consumer. A one billion scale brand will not win by relying on "positive sum" for a 10 billion scale rival. But if 1 billion 300 million people agree with your brand, you will be able to win the battle without fighting.

"This is also a realm in the art of war.

Standing at this angle, we can understand Bosideng's financial report last year.

Xie Weishan emphasized that as a military adviser behind the company, Mr. Chun has a self created "China policy" methodology. The team combines ancient Chinese wisdom with western modern management, consumer psychology and marketing, and tailors different strategies according to the characteristics of different enterprises.

Compared with foreign consulting agencies, Jun Zhi, who was born in China, knows more about the Chinese market, and the strategy of playing is more popular.

China brand think tank

Bosideng's growth in counter trend is a phenomenal event in China's garment industry in 2018.

Sun Ruizhe, President of China Federation of China textile industry, said that the trend of young consumers to lead fashion has become the world consensus. Gucci, because of its importance to young consumers, has implanted many young elements in product design, and has achieved great success in the past two years.

Xie Weishan said bostun is an example of the success of Mr. Chun's clothing brand.

In fact, there are many brands in China that do not lose to foreign brands. In the era of big competition, Jun Chi hopes to use the "China policy" to promote 100 Chinese commercial brands in ten years and become a Chinese think tank in the world and even in the global economy.

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