Bosideng Brand Pformation Opportunities Or Challenges?

At the end of March, women's clothing was quietly listed in Bosideng's shop in some provinces of China.

So far, Bosideng has changed from a single season down jacket brand.

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In the future, we can only use time to prove it.

Women's wear is on sale.

"At present, it has begun selling in 100 Bosideng shops in several central provinces."

Bosideng

Relevant person in charge of the project told reporters: "store, sales personnel, image Logo are all Bosideng."

In short, Bosideng began selling women's clothing products in 2015.

It is understood that the women's clothing series includes products in the three seasons of spring, summer and autumn, and some products in winter.

The product design and operation team is a combination of new and old. "Suppliers have chosen the team of professional women's clothing to cooperate."

The responsible person said.

Although it was only listed this year, it was launched in Bosideng as early as last March.

"It took half a year to do research, and then do product planning, supplier selection, and so on. This is also the need to coordinate the four seasons strategic pformation of Bosideng."

In addition to the need for macro strategy, dealers seem to welcome this.

Among the 100 shops that already have women's clothing, half are Boston's Direct stores and half of them belong to franchisees.

"Only the down jacket products were sold for six months at most, and the rest of the time I went to the wholesale market to sell some products, so we did very tired."

A Bosideng distributor in Sichuan said to reporters, "now that I have a series of women's clothing, I can safely sell Bosteng products all year round, so I don't need to worry about it any more."

In his view, although there is no recognition of the market in a short period of time, but because the conditions of Bosideng are not bad, "we basically do not take too much risk, so we are willing to try it. After all, one season's products will last for a year."

In fact, Bosideng's strategy of four seasons has been put forward in the early years.

Although Bosideng's share in the industry is still rising, the down garment industry is declining.

"Now

"Women's clothing, sports and even fast fashion brands are all offering down garments, and cakes are getting smaller and smaller," Bosteng executives told reporters. "Bosteng is also facing the same problem, though it is the oldest in the industry, but it is only slowing down."

The foregoing person in charge said that the four seasons of Boston was mainly reflected in two aspects. From the group aspect, there were Jesse, Mogao, punbao and other men and women's plates in addition to the feather clothes plate such as bostin, snow central flight and so on.

"For the brand of Bosideng, the women's wear is the beginning of the four seasons."

Vertical and horizontal textile in Peking University

Sun Fei, general manager of the center, looks at the time from the end of March. It can be seen that women's clothing is an effective supplement to the window period of seasonal feather and down products. "From the dress itself, it is more compatible, and women are more selective in products. By using the existing channels, a seasonal brand can be extended into a four seasons brand through the supplement of women's clothing products."

Opportunity or challenge

Bosideng group is not the first attempt at women's clothing.

At present, the women's clothing brands which are run by the company include Jesse, a well-known domestic brand woman bought in October 2011 (70% stake), and the high-end ladies dress brand of Shenzhen Bao Bao, which was invested in July 2013.

These two brands are directly purchased or controlled, but Bosideng has run its own dress brand Rui Qi directly.

In November 2010, Rui Qi first appeared in the 2011 spring and summer fashion conference, marking the Bosideng group's march into the Chinese women's wear market.

But unfortunately, because of poor performance, last year, Rui Qi brand completely withdrew.

As a result of Rui Qi's precedent, there is a view in the industry that it is no small challenge for Bosideng to build a new women's clothing again.

But in Sun Fei's view, "Bosideng" has become a well-known brand after many years of development. The women's clothing is an extension of the product line based on this, though it is

The category is a brand new concept, but compared to Rui Qi, it is more able to use Bosideng brand influence and existing channel resources to go deep into all levels of the market.

Bosideng's women's clothing products basically undertake the customer group of the down garments, "Bosideng's original consumer group has a very wide coverage, and women's clothing intercepts consumers between the age of 30-48."

As for the foregoing leaders, women dress series is positioned in "not only fashionable women, but also high cost performance".

A woman engaged in the women's wear industry for more than 20 years has said that women's clothing usually pays more attention to fashion. Bosideng women's clothing does not deliberately emphasize fashion. In such a well regulated field, competition is not so big. Maybe it's an opportunity.

The concept of "Bosideng down garment delivery" is a relatively wide consumption age. Therefore, we should have a good market space in terms of satisfying the existing age range and grasping the positioning of products such as product style, price and consumption type.

Sun Fei said.

He further pointed out that with the arrival of the Red Sea competition in the women's wear market, the market segmentation is becoming more and more important. How women's clothing products can accurately find their consumers and how to make the compatibility between women's clothing and Bosideng brand image is also very important.

The above person in charge said: "the first batch is a total of 100 as a sample to promote, if sales and profits to achieve the company's preset goals, it can be promoted in a larger range."

Although Bosideng is confident about this, but the face of reality, the person in charge also admits: "as a strategic investment project, the training period is 2015-2017 years, and it is expected to gradually realize the profit of independent projects in 2018."