Single Store China Apparel Industry First, Bosideng 1 Billion Sales Leader Eleven

With the arrival of 0 points in November 12th, Tmall double 11 ended in 2019. Tmall registered a record high of 268 billion 400 million of its single day turnover and refreshed the turnover of 213 billion 500 million last year. At the same time, sales of dark goods from various categories also surfaced. Bosideng is particularly outstanding in the clothing category that is closely related to the public life. Bosideng Tmall flagship store has broken through 7 minutes sales, and 78 minutes broke through the whole day sales of 414 million yuan last year, and the sales volume of the whole network exceeded 800 million. The total channel sales exceeded 1 billion yuan, an increase of 37% over the same period last year.

　 Bosteng broke 7 minutes, "experience war" redefined double eleven

According to official data, the sales volume of Tmall flagship store exceeded 650 million yuan on the day of double eleven, an increase of 58% over the same period last year. Bosideng Tmall flagship store double eleven only used 7 minutes to break 100 million, with only 78 minutes sales to break through 414 million yuan, surpassing the whole day last year. Bosideng Tmall flagship store sells the first place in the Chinese clothing brand.

Over the past ten years, the double eleven has changed from the initial price war to the present experience war. The necessity of commodity purchase and whether it matches individual needs become the core factor that affects the final consumption of users. Users' shopping decisions no longer take price as the only reference factor, but take into consideration the multiple requirements of brand, quality and service. In the face of the increasing demand of consumers, the brand side and the electricity suppliers are looking for new solutions.

Bosideng, with its 43 years of focus and professionality, and its effective strategic upgrading measures in the past two years, has laid a good brand foundation in the minds of consumers. During the double eleven period, this strong brand power accumulated and released, which led Bosideng's sales volume to lead the apparel industry list. Behind this also shows that the competition thinking simply won by "price" will eventually come to an end with the upgrading of consumption. The brand represented by Bosideng is constantly refreshing the definition and recognition of "double eleven" by the public and businesses: the brand influence, professional quality and user experience drive the mainstream of the future.

　 43 years of professional professionality, remarkable achievements in strategic transformation.

Last year, Bosideng launched the strategic transformation of "focusing on the main channel, focusing on the main brand and shrinking diversification", returning to the main business of down garments, promoting the all-round upgrading of products, channels, and image, and achieved good results. After 43 years of Bosideng, the image of "down jacket expert" has won popularity among the people. The strategic upgrading of the system not only further strengthened the image of Bosideng's down jacket expert, but also made the brand of Bosideng further climb the peak and create brilliant results.

In terms of product design, Bosideng began to shine in the international arena and fashion circle since last year. In September, it debuted in New York fashion week as an independent brand and went to the show at home, followed by a joint series of three famous international designers.

This year, Bosideng even landed in the fashion week of Milan, becoming the only Chinese down jacket brand that has entered the official schedule. With the collaboration of Italy artist Ottavio Fabbri, it launched the starry series and won the popularity of many fashionable and big coffee such as Oscar, Niicole Kidman, supermodel Ken bean and so on. The show is not only reported and praised by VOGUE and other authoritative fashion media, but once the show is on sale, Milan's showroom and its flagship stores are queuing up, causing a panic buying rush.

From left to right are supermodels, Kendall Jenna, Oscar, Niicole Kidman, Yu Bo Chiara Ferragni, and artist Ottavio Fabbri.

In addition to making breakthroughs in the fashion design of down jacket design, Bosideng has also been climbing the peak of professionalization as a functional category. In October 30th, Bosideng launched the world top grading peak climbing series. This series converged Bosideng in 43 years to focus on the accumulation of down jacket field. It integrates many industry leading design concepts, emerging technologies and innovative technologies. It adopts 1000 puffed degrees, 95% velvet velvet, fabric of century cloth, aerogel, etc. Bosideng Dengfeng series breaks down the production limit of down garments, and achieves the global top matching in all aspects of fabric, technology and technology, and redefines the professional down jacket.

Bosideng's professional quality also captured the favor of a large number of professional big coffee. Alibaba founder Ma Yun, talented skiing girl Gu Ailing, Olympic champion Cai Cai and other leading personages from all walks of life chose Bosideng. Thus, the sale of double eleven is not accidental. Bosideng has already gained many customers with professional strength.

Product channel double line, leading industry system upgrade

With the upgrading of brand strategy, Bosideng has fully opened up the channel optimization and upgrading measures, not only entering the core business body, Rio Tinto's mainstream channel, but also optimizing and upgrading terminal stores, redesigning the terminal image, optimizing the display, layout and decoration style of the store, giving consumers more interest and acceptance of the brand. With the example of double eleven this year, winter has not really arrived yet, and many stores have already been crowded.

Around the competition between eleven, the final product should be based on products and convoy for every product with professional ingenuity and quality. In terms of product quality, Bosideng is committed to improving fabric, feather, wool, excipients and production processes. At the same time, it also establishes cooperation with international top suppliers of raw materials through integrating global prospective quality resources. Each Boston down garment is tested by at least 62 craftsmen, 150 processes and extreme environments.

Because of concentration, it's professional. Bosideng is committed to promoting the transformation of feather and feather obedience to single technology and fashion, constantly breaking through innovation, promoting and becoming the maker of new standards in the industry, and leading the development of down garment industry. Last year, with outstanding outdoor performance, Bosideng's new high-end outdoor series won the "Outside2019 outdoor equipment Award" and became the only Chinese down jacket brand.

"Do not forget why to start" is a traveler's self questioning. From 1976 to 43 years in the down jacket industry, Bosideng persisted in focusing on the main business of the down garments, and sticking to the quality is the creed of the hard truth. Nearly half a century of development, Bosideng continues to climb the peak, winning the recognition of consumers in 72 countries around the world. The strategic transformation of the system also allowed Bosideng to become a model of leading the industry upgrading and become a "Chinese business card" to participate in global competition.