Bosideng Promotes Underwear Brand Value Development And Multi Brand Strategy

Leading brands of domestic down garments Bosideng At present, we are speeding up the strategy of "four seasons" of products and looking for new growth points. In the integration of international resources to create Bosteng men's clothing, acquisition of JESSIE (Jesse) and LeMauve and other women's clothing brand into the field of women's wear, underwear is also a group of Bosideng group to create.

It is revealed that in the next few years, Bosideng needle spinning will create "Bosideng". City life hall "Mode.

Bosideng group said that in the future, it will promote the four seasons business in an orderly way, and further enhance the proportion of non down jacket sales in the group, so that Bosideng will eventually become an internationally known "multi brand clothing operator".

　　 science and technology Enhance the added value of underwear products

In fact, Boston Group entered the underwear field as early as 2004. In the same year, Bosideng set up an independent subsidiary in Shanghai, Shanghai Bosideng Enterprise Development Co., Ltd., specializing in the production and sale of Bosideng brand underwear. Since then, the company has been renamed "Shanghai Po Shun Jewelry Co., Ltd." to better integrate resources, widen product lines and transform "four seasons".

Bosideng underwear emphasizes the shaping of "values". It truly embodies the core concept of "big brand and good underwear" advocated by Bosideng underwear with its distinctive product personality, selling points and technological content, competitive price, excellent product quality and fashionable elements of fashion design.

At the same time, in the face of many weaknesses in the product development of the underwear industry, Bosideng carries out the product positioning policy of "two legged" walking. On the one hand, we must adhere to the development of innovative products with Bosideng's own product characteristics and product quality, take the road of brand breakthroughs and sustainable development of brand management, and ensure the market profit space with "high-tech products with no human being".

Over the years, Bosideng has developed a series of innovative products: Cashmere rose gold, soft underwear, bamboo fiber moisturizing underwear, wool protective clothing thermal underwear, bamboo charcoal lamb heat underwear, fox velvet underwear, star fashion thermal underwear, golden crown camel's underwear, super soft double cold proof underwear, fine feather velvet cold proof underwear and other innovative underwear products.

Take cashmere rose gold gentle underwear as an example. It is a cooperative spinning of Bosideng and thirty-sixth cotton of Shanghai textile holding company. It adopts the best quality "white bass cashmere" in the world and the top grade cellulose fiber of Austria Lenzing Co, with Xinjiang long staple cotton, soft handle, velvet fullness, good heat preservation, strong hygroscopicity, natural luster, and inner layer with Italy carbon grinding technology. It is comfortable and elegant and elegant.

On the other hand, Bosideng develops the marketable products that suit the mass consumption, expands the market share, enhances the popularity and reputation of Bosideng brand, and wins by quality.

These products are divided into three categories: high-end, middle and conventional. The high-end products are the main products of Bosideng underwear, which are made up of "intelligent air-conditioner fiber", "heating fiber", "camel hair" and "exquisite jacquard wool" with high technology and technical barriers. Mid end products are the second main products of market volume, expansion of market share and comprehensive competitiveness. They are made of bamboo charcoal fiber, wool, ammonia, modle and other cellulose fiber fabrics. Conventional products are market rush products, seize market share, and also a "marketing tool" for marketing. They are made of cotton, new chemical fiber, viscose and so on.

Among them, Bosideng underwear is divided into three types: thin, medium and thick. The overall style of the product is elegant and fashionable, fresh and comfortable. The main raw materials are precious natural animal fiber and high quality natural plant fiber, and the high quality functional fiber and soft cellulose fiber are used to make the surface of the product elegant, soft and elegant.

　　 Pushing the "city life Pavilion" mode

Ten years of hardworking and polishing, Bosideng underwear, through brand operation, clear market positioning and innovative competitive products, has established a leading brand position in China's underwear industry, won the ten major influential brands of Chinese underwear, ten strong brands of China's thermal underwear, and China's clothing brand satisfaction.

Facing the challenge of the new pattern of industry in 2014, the company realized the leap forward development from "Bosideng underwear" to "Bosideng needle spinning product". Bosideng knitting products advocate four seasons and whole category development strategy. Besides leading products, thermal underwear also creatively develops Beauty Body underwear, shorts, socks, nine points trousers, children's underwear, bra, household clothes, towels and other categories.

In 2014, the connotation of the "urban living hall" project created by Bosideng needle textile products found a good balance between aesthetic appreciation and market demand. Bosideng needle textile "city life hall" in the brand building, continue to scale development and enhance Bosideng underwear "fame" and "reputation" simultaneously. In brand innovation, we should carry out systematic planning, promotion, promotion and maintenance, and carry out the benign development of Bosideng underwear. In brand strategy, we should speed up the pace of brand extension, realize the expansion of product serialization and four seasons, and enhance market competitiveness. In terms of product innovation, it will develop along the market demand to the appearance line and the practical and functional line.

In terms of channels, Bosideng optimizes the construction of the "city life hall" of the needle textile products. After years of intensive brand operation, Bosideng underwear has been constantly optimized and improved. Whether in the mainstream shopping mall or the supermarket terminal, Bosideng underwear has shown the true gold dazzling light and has been recognized by consumers. On this basis, Bosideng vigorously promoted the leaping construction of "Bosideng underwear" to "Bosideng needle spinning products".

　　目前，在上海的中百六店、東寶百貨、巴黎春天和百盛購物中心，在天津的東方商廈、友誼商廈和勸業百貨，在山西貴都百貨、世貿大廈、聯洋百貨和王府井百貨，在大連的百盛購物中心、錦輝購物廣場、麥凱樂和新瑪特，在浙江的杭州百大、銀泰百貨和杭州大廈，在福建的大洋百貨、東街口百貨和元洪百貨，在江西的洪城大廈、天虹商城和麗華購物中心，在山東的嘉華購物中心、華聯商廈、人民商場和銀座購物中心，在武漢的武漢廣場、世貿廣場和新世界，在湖南的阿波羅廣場、王府井百貨和平和堂，在陜西的開元商城、民生百貨等全國重點的一二線城市的主流百貨商場和購物中心，都能見到波司登針紡系列產品的身影。

In the next 10 years, Bosideng textile products will take the "full channel, full mode and full resources" as the core elements, and to create the "urban life hall" channel innovation system and new consumption proposition, and formulate the development strategy of four seasons products purchase and marketing strategy, with capital recognition and operation capability, through the new linkage platform, combined with the professional and efficient operation team of the enterprise, so as to realize the strong real economy and efficient operation interface of Bosideng "city life hall", and achieve the spanning development of sustainable operation.

In the pattern of reshuffling industry competition and development, Bosideng needle textile products explore the resources that are matched with them and integrate them, and embark on a road suitable for the sustainable development of enterprises themselves, thus stepping into a new development commanding height.