Officially Enter The 10 Billion Club Bosideng 2019 " Focus On " How To Go On The Road?

Recently, Bosideng announced that as of February 25, 2019, the total retail sales of Bosideng brand down clothing had exceeded 10 billion yuan, and officially entered the 10 billion club.

In 2018, in the winter of the capital and the warm winter weather, we can see that Bosideng is the right choice to return to the main business of down garments.

So, what measures have been taken in Bosten in the past year, and how will Bosideng go ahead in 2019?

As a domestic down jacket, Bosideng occupied the first place in the industry from its early stage.

In order to expand its business, Bosideng proposed the strategy of "diversification and four seasons" to expand the business lines of women's wear, men's wear and children's wear.

Because of the pressure of market competition and lack of experience, consumers do not pay for other brands of Bosideng, resulting in the company's performance declining.

After realizing its own problems, in 2017, Gao Dekang, founder and chairman of Bosideng group's board and chairman of the board of directors of Bosideng group, put forward the slogan of "focusing on the main brand" and refocused on the down jacket business.

Bosideng cut off the non feather business of Bosteng men's clothing, home and children's clothing in 2018, and said that 70% to 80% non-profit stores would be closed in the next three years.

Gao Dekang said in an interview with the media that Bosideng laid foot in the channel in 2018.

Entering the core business circle, mainstream channel, shopping center and fashion department store, the company constantly optimize the consumption experience and enhance the efficiency of single store, and upgrade the channel structure, terminal image and commodity presentation.

It is reported that Bosideng joined hands with Alibaba last year to join Tmall's sea going plan, expand the influence of overseas markets, and constantly promote the integration development of "online and offline".

In order to get rid of the outdated and inflexible image in the eyes of consumers, Bosideng, from design, collaborated with international designers, constantly updated its product style, and launched many products such as extreme cold series, designer series, IP joint series, puff series and so on.

In September last year, Bosideng's fashion show in New York aroused heated debate in China. It once refreshed consumers' positioning for Bosideng.

Bosideng's investment in publicity is also great. Apart from working with CCTV and other traditional high potential media, it also strengthened cooperation with new media and increased consumer awareness.

Of course, products are the key to an enterprise.

Last year, Bosideng adopted "century cloth" GORE-TEX fabric, luxury grade down, YKK zipper and other accessories.

In addition, it has invested in drilling technology and so on, and has continuously enhanced the quality and professionalism of products.

Since its establishment in 1976, Bosideng has always focused on the development, design and manufacture of down garments, each of which has at least 150 processes.

In fact, Bosideng's actions are reflected in the performance report.

Previously, according to the results of the first three quarters of 2018 fiscal year, Bosideng sales increased by 30% over the reporting period, and the retail sales of other feather clothing brands such as Xue Zhong Fei, Kang Bo and Bing Jie recorded an increase of 20% over the same period.

This is a substantial leap since the decline in performance in 2014.

According to the interim report, Bosideng's core business down jacket realized business income of 1 billion 773 million yuan, an increase of 19.5% over the same period, accounting for 51.5% of total revenue. The total revenue of women's clothing business was 539 million yuan, up 6.6.% from the same period last year, accounting for 15.6% of total revenue.

During the reporting period, Bosideng's home business was totally reduced and Boston's men's clothing business was reduced by 83.3%.

Visible, focusing on the main business is the right choice.

Regarding the development of Bosideng in 2019, Gao de Kang said that Bosideng will continue to exert its efforts in products, channels and communication, and continue to strengthen the image of experts in Down garments.

In the promotion of international influence, Bosideng will deeply plough the domestic market, and strategically lay the global market, and integrate the global forward-looking quality resources, including supply chain resources, design and research resources, etc., to further enhance the international influence of Bosideng in 10 years, and become the world's 7 billion 500 million consumer's down jacket brand.