Can Bosideng Create The Brand Miracle Of Double Eleven Domestic Down Jacket?

Unconsciously, double 11 will soon be there. Over the years, double 11 is not only a carnival of consumers, but also a war between electronic commerce platforms and brands. Bosideng, as the leader of the domestic down jacket brand, has joined the double 11 battlefields.

　　 Double 11 marketing to enhance user stickiness

Like other brands, Bosideng's double 11 brand marketing campaign started early. This year's double 11, in addition to cater for Tmall's full 400 reduction of 50 full range activities, has also launched a number of preferential marketing activities, including 500 full reduction of 20 and 1000 full reduction of 50 full discount coupons, as well as a large number of coupons with a limit of 22 points per night, with 1000 1000 reduction. The pre-sale activities are also open at the same time with other brands participating in the pre-sale, and will continue until November 11th.

At the same time, Bosideng also launched activities including shop members, live rush shopping, single day pre-sale TOP10 gift presentation and so on. Among them, shop members are provided with no threshold coupons presentation and integral convertibility activities to enhance interaction between shops and consumers, enhance consumer activity and viscosity, and promote consumption.

　　 Stars bring goods to stimulate consumption potential

Apart from double 11 marketing activities, Bosideng has its own aura of stars. In recent years, Bosideng has always adhered to the strategy of "focusing on the main channel and focusing on the main brand", and was invited to visit the fashion week of New York in 2018. The famous fashion personages such as the famous American actor Annne Hathaway, eagle eye Jeremy Rainer, Wendy Deng and so on have appeared in the showroom. The supermodel Alessandra Ambrosio has also opened the show for Bosideng. In the small freckles, the captain of the United States and other European and American actors take the goods, Bosideng down jacket is very popular on INS, and has also been greatly consumed by young consumers in China.

Immediately after that, Bosideng began to be active in the international arena. From the amfAR dinner in the Cannes Film Festival to the fashion week in Milan, Bosideng vigorously built China's fashion down clothing brand. Shortly after the end of the fashion week in Milan, Bosideng joined hands with Italy star Ottavio Fabbri, Oscar, Nick Kidman and cosmmaker Chiara Faragni to create a big show. The international supermodel Ken bean is also a Boston opening and closing show.

On the eve of the double 11 pre-sale activities, Bosideng announced that Yang Mi became a spokesman for Bosideng designers. He continued the fashion week in Milan to the domestic market and used Yang Mi's popularity in the country to attract consumers and stimulate their consumption potential.

　　 Empowerment innovation, continuous optimization and upgrading

In the clothing industry, there is no lack of fashion products. What is really missing is the fashion and professional coexistence products.

It is understood that Bosideng has continued to optimize and upgrade its original design, quality technology, functional technology and other aspects with its deep foundation and professional skills in the field of 43 years down coats.

In the first half of the year, Bosideng reached an agreement with Gore, the NASA fabric supplier, to become a global strategic partner. The "century cloth" developed by Gore has appeared in the recently launched Bosideng Dengfeng series.

Dengfeng series is another masterpiece of Bosideng's brand improvement and thick accumulation. Inspired by the world-famous peak, the top grade velvet, "century cloth" GORE-TEX fabric and spaceflight nanometer heat insulation material are selected from the north latitude 43 degree gold down belt, and the cutting-edge technology and technology, such as honeycomb solid filling, waterproof glue pressing and RECCO life detector, have been made through 489 processes. The Dengfeng series redefines the professional down jacket, and breaks down the craft and production limit of the down jacket with the three core functions of "extreme warmth, no fear of extreme environment and professional protection".

In addition to keeping the basic functions of the warm clothing and the waterproof and ventilating functions of the down jacket, Bosideng tries to lighten the burden of the down coat and meet the needs of many kinds of clothes. Boston's previously launched "Puff light heating series" uses ultra-fine fiber fabrics, which is 60% lighter than ordinary fabrics. It can tear down the heavy labels of down garments while maintaining high 600+ fluffiness and 90% cashmere content.

In 2018, the double 11, Bosideng is the first clothing brand to sell in advance, and it is second in the Tmall double 11 clothing sales ranking TOP10. In 2019, the double 11, under the three promotions of preferential activities, star goods and product innovation, can Bosideng create the brand miracle of domestic down jacket again?

Source: brand provider