To Be The Leader Of The Assault, Bosteng Has Always Been Up For 44 Years.

In the first quarter of this year, the economic operation, production and sales of China's clothing industry suffered a greater negative impact due to the impact of the new crown pneumonia epidemic. According to the data released by the National Bureau of statistics, China's GDP fell 6.8% in the first quarter of 2020 compared with 32.2% in the first quarter.

In the grim situation that has been going on for several months, Bosideng, a domestic down jacket brand, is firmly confident, based on the market, focusing on the future, exploring opportunities, constantly enhancing its own ability to resist risks, and activating the sluggish clothing consumer market with sound performance. Its share price has surged 15.79% in the intraday market, reaching a new high in one month.

So, how does Boston deal with the "cold current" of the epidemic? How to maintain their competitiveness?

Withstand the market test professional empowerment products

Good products have always stood the test of the market and consumers. Today, Bosideng aims at the main channel of the down garments category, wholeheartedly and dedicate itself to the research, design and manufacture of down garments. Since its establishment in 1976, Bosideng has been involved in the drafting and revision work of 5 international standards, 9 national standards, 4 industry standards and 3 group standards as the enabler of the down jacket industry standard. Each down garment is produced by at least 62 craft divisions and 150 or more processes. Select the best and best quality fabric, and put the professionalism and ingenuity into every feather, every sewing thread and each side material.

The Dengfeng series down jacket, launched in October 2019, is also a typical example of Boston down jacket. It is understood that this series of down clothing is 5A grade 1000 fluffy goose down, honeycomb three-dimensional filling technology, seamless waterproof glue technology and aerospace nano insulation materials, designed for the Mount Everest mountaineering team of China. As of today, the down jacket has participated in China's peak and polar research work for many times, assisting the thirty-sixth Antarctic expedition of China in 2019 and the elevation survey of Mount Everest of China in 2020.

It is precisely with the support of professional technology, professional institutions research data show that Bosideng for decades in consumers with up to 97% of the brand awareness, even overseas is also the best selling domestic down clothing brand.

Accelerate digital transformation and closely link consumers

The new retail digital transformation has become a trend in the apparel industry. It is conducive to building a healthy digital supply chain, keeping up with the consumers' demand for personality design, new frequency and SKU, so that the supply chain can react quickly, and at the same time, it can carry out digital marketing, dig, satisfy and even create the potential demand of consumers.

As early as 5 years ago, Bosideng saw the importance of new retail digitalization in a far reaching field. Based on the retail system, Bosideng combined with ALI Yun to open up the circulation system of the national stores and online commodities, effectively solve the problem of goods inventory, and then joined the Alibaba A100 strategic cooperation plan, from front-end sales to all aspects of the back-end manufacturing, to transform the entire supply chain, and to promote the integration of online and offline channels.

With the continuous development and application of 5G technology, the application of intelligent software and digital services is more extensive. In accordance with the times, Bosideng is constantly innovating, actively promoting the strategy of digital transformation, and building the digitalization of enterprises. In April this year, in the 2020 Yangtze River Delta new retail apparel enterprise number smart transformation summit, Bosideng again launched a strategic cooperation with ALI cloud "number smart transformation fashion pioneer", and worked together to create the global data platform to adapt to the new business trend from the supply side driven growth to the consumer driven growth.

Today, Bosideng is still moving forward on the digital road. With the idea of "integration, chess and network", it will be applied to "users, brands, products, channels, retail, human capital and finance", so that the links between brands and consumers will be more closely linked.

Use the fashion personality to break the circle and distribute the charm of down jacket.

The rise of 95 and after 00 has changed the aesthetic and fashion styles of consumer groups. What colors are the most popular and what styles are most popular? With the help of digital upgrading, Bosideng is close to the consumer group, breaking the distance between time and space, so that people feel the charm of domestic down jacket again and again, causing panic buying rush.

Break the circle with fashion, and use personality design to counter the wind. In 2019, Bosideng sparked several discussions in the industry. In the fashion week of Milan, Kaminami Jito took the theme of "starry sky, extremely cold and vast land" as a theme, colliding the natural, ancient and modern technology, using stars, Aurora and bamboo forest landscape to be stunning. Oscar, Niicole Kidman, supermodel Kendal Jenna, Cosmos blogger Fala, gurney and so on are all wearing bostenden new products. The perfect combination of professional down jacket and modern art, Eastern and Western cultures blend with each other, precipitating the rich historical and cultural details of the experts.

In November of the same year, Bosideng and the French palace master gurteye cooperative venture were born. Gatya's endless creativity and Boston's superb craftsmanship once again exceeded the expectations of the fashion industry. The classic black and white collision, animal lines, checkerboard grid mix, exotic and charming charm, brought strong visual impact, once became a star harvester, Li Yuchun, Yang Mi, Scarlett Johansson and other stars wear Bosteng high Teye joint name out of the street. The price of this series of people is much more sought after.

As a national brand, Bosideng always conveys the "Chinese voice" to the outside world, and also spreads the "Bosideng attitude". The external environment is not optimistic, Bosideng's pressure is also a driving force. During the epidemic period, Bosideng, on the one hand, shoulders the social responsibility, donates high quality thermal clothing and protective clothing to the front-line anti epidemic medical staff in the whole country, escorts the counter travellers for a special period; on the one hand, continues to consolidate itself, with the absolute responsibility and will to fill the missing Chinese power in London Fashion week. Under the pressure of the epidemic, Bosideng unveiled the fashion show in London Fashion Week in February 16th, triggering the chorus of "China refueling" by international friends, letting the world hear the voice of China and feel the spirit and strength of Chinese fashion.

Stay strong and stay firm. As in the past 44 years of growth, Bosideng never waits, actively layout and head forward.