How Can Bosideng Finish Counterattack When Selling Goods Online And Queuing Under The Line?

Bosideng became the only Chinese down garment brand to enter the official schedule of Milan fashion week in September.

Double eleven day, Bosideng Tmall flagship store 7 minutes break 100 million, all day Cat flagship store sales exceeded 650 million, an increase of 58% over the same period last year.

Bosideng single store sales ranked first in China's clothing brand. In the 2019 Tmall's eleven most popular export list, it ranked the first in clothing brands.

At the same time, Bosideng's revenue continued to rise in recent years, successfully broke through 10 billion mark, a record high.

Is this the favorite of the middle-aged and old? Boston down vest?

Only four years ago, Bosideng was at an unprecedented low level. In 2015 alone, it closed 5000 stores, and together with the previous two years, it closed more than 8000 stores.

　　 From Crazy expansion to sharp decline in stores

Bosideng reached its peak in 2006. In that year, 1/3 of the world's down garments came from Bosideng, and its brand was unprecedented. Bosideng became a well-known brand in China, and sales volume was firmly in the top position.

With the changing times, sales channels and consumer groups have also changed. If traditional enterprises fail to keep pace with the times, they will be eliminated.

Bosideng proposed a transformation plan in 2009, but this is not an appropriate plan.

At that time, Bosideng put forward the strategy of multi branding, four seasons and internationalization. In short, it wanted to blossom everywhere, open up new battlefields besides the down jacket, and impact young people's market.

In those years, Bosideng did a lot of action, expanding men's clothing, women's wear, children's clothing and other businesses, and opened flagship stores overseas.

In the whole industry environment is cold, other brands are in the appropriate contraction, Bosideng trend up, crazy expansion.

In 2012, the number of stores reached more than 14000, with nearly 5000 stores growing in one year. In the 2012 fiscal year, Bosideng's revenue was 9 billion 300 million, net profit 1 billion, a record high, but that was the last glory of Bosideng.

Since 2013, the consequences of blind expansion have begun to emerge.

The domestic down jacket sales volume has been negative for four consecutive years. The backlog of retail channels and foreign fast fashion brands hit the domestic market. At the same time, the electricity supplier let the high premium of traditional sales channels such as department stores fail, and the low price inventory influx of e-commerce channels further weakened the influence of the brand.

Since 2013, Bosideng has plunged into an unprecedented low level, with sharp decline in stores, brand segmentation and performance losses. This decline lasted for exactly three years.

The road to rebirth of Nirvana

To change and save oneself is the theme of Bosideng's development in recent years.

Bosideng even made three axes to express his determination to change.

First of all, on the brand image, we will start the upgrading of terminal stores and the brand name of Bosideng brand, giving the brand modern image and fashion connotation. To enhance consumers' perception of Bosideng and the quality of service;

Compared with today's flagship store image, the old style store has actively laid out new retail outlets, expanded online business, and worked with Ali to form a "retail cloud" platform.

Last but not least, Bosideng's brand strategy focuses on the original core down garment business from the previous blind expansion and concentrates its resources.

Starting from 2016, Bosideng's performance has finally recovered. Its revenue was 6 billion 800 million, an increase of 17.7% compared with the same period last year. Net profit was 392 million, up 40% from the same period last year. It's the first time in three years.

In 2018, Bosideng launched the strategic transformation of "focusing on the main channel and focusing on the main brand" to enhance the strength of the product as the core and consolidate the position of experts in the down garment industry.

For this reason, Bosideng collaborated with famous designers to enhance the fashion of down jacket, and also carried out a series of marketing for young people.

In September 2018, Bosideng ushered in an outbreak of the fashion week in New York. With the theme of "Wei", using Chinese elements and forms such as panes, ink and old paintings, the Chinese charm was melted into the design and stunning the whole show.

New York's big show made Bosideng a famous war and hot search headlines. Bosteng returned to the mainstream consumer market.

In September this year, Bosideng set foot on the Milan fashion week to become the only Chinese down garment brand that entered the official schedule of Milan fashion week. Once the show was on sale, there was a long queue in Milan's showroom and the flagship stores in the country, causing a global panic buying rush.

After the fashion week in New York, the Chinese brand Bosteng again became the focus of the world in the international fashion week, and the global influence is growing.

Last year's double 11, Bosideng is the first sale of Tmall platform's clothing brand breaking 100 million, and finally, the total channel sales exceeded 740 million yuan, and the sales volume of the whole down garment industry is limited.

This year's double 11, Bosideng full channel sales exceeded 1 billion yuan, an increase of 37% over the same period last year.

However, Bosideng can not be taken lightly. The current situation is still grim. The famous Canadian goose in overseas down jacket has strong impact on the domestic market, while Bosideng's overseas market is still not improving.

Moreover, the high-end road pursued by Boston in the past two years is also questionable. It is really necessary to change the image of the people in the eyes of the people in the past and change to the high-end line.

And how to keep young consumers for a long time, these are the questions that Boston should ponder.

In the fiercely competitive domestic and international markets, the brand of domestic brands, represented by Bosideng, is still a long way to go.