Bosideng To Achieve National Clothing Label Price Unified Pformation Prospects To Be Observed

On the basis of more than 5000 closed business outlets in the 2015 fiscal year, the famous clothing brands

The store adjustment strategy is continuing.

Recently, Bosideng official said that in the future, Bosideng will continue to adjust the terminal stores. This year will realize the unification of the national tag price, and the company will insist on more.

And four seasons strategy.

Not long ago, Boston published the 2015 fiscal year (March 31, 2015) annual report shows that Bosideng revenue and net profit both fell sharply.

Among them, operating income decreased by 23.6% from 8 billion 238 million yuan in the previous year, and net profit dropped from 695 million yuan to 132 million yuan, a drop of 80.97%.

Bosideng explained that the main reason for Boston's decline in revenues and profits last year was that the group set the priority of clearing inventory and optimizing the network, reducing production and shutting down undesirable stores and so on.

Indeed, in the context of traditional clothing companies shutting down stores, Bosideng's closing range is still outstanding.

According to the financial report, there were 5133 outlets in Bosideng in fiscal year 2015, including 1355 self operated outlets and 3778 outlets operated by third party distributors.

As of March 31, 2015, there were 7982 outlets in Bosideng.

Why did Bosten make such a big adjustment to the store? The official said that the reason why Bosteng adjusted the store decisively is that the company wants to pform from the traditional wholesale business mode to the retail mode which is more close to the market and consumers.

The woman responsible person said that in the past, garment enterprises carried out business in the wholesale mode, managed their own production, and then wholesale the products to distributors, who were responsible for retail sales.

Under this mode, enterprises can not well grasp store display, location and service.

However, when consumers are demanding more and more, enterprises need to control the market more.

So, she added, "we sell off bad sales and increase some direct outlets."

It is understood that since 2013, Bosideng began to implement channel optimization strategy, and continuously upgrade the proportion of Direct stores.

Take down clothing business as an example, Bosideng in fiscal year 2014.

The proportion of self operated online stores was 32.8%, rising to 38.3% in the 2015 fiscal year.

Meanwhile, Bosideng is also improving its ability to control distribution stores.

Bosideng said, "we will turn off shops that are not well sold or operate irregularities. Some shops that are not good but can be managed will be promoted through training and education. If training fails to achieve the goal, they will be turned off."

According to introducing, in store management, Bosideng will have sales subsidiary supervision in various places.

However, in the shop adjustment, bostin said that there are no digital indicators at the moment.

In the planning process of specific stores, we need to do things step by step on the basis of understanding the market.

Of course, Bosideng's pformation plan is much more than that.

It is understood that in order to better realize the role of its retailers, Bosideng will unify the price of the national clothing tag this year.

"Bosideng also had unified pricing, but there was room for price adjustment everywhere, resulting in price unequal across the country."

The above said.

Bosideng flagship store in Xidan, Beijing, although the price of 399, 499, 599 yuan in the shop is posted, there are no price tags on many down garments, and many consumers have to ask the clerk about the price.

In the non down jacket sector, the Chinese Commercial Daily reporter found that "Bosideng" in the shop.

Some products have problems of unclear price and even price confusion.

Take a black women's T-shirt in spring and summer 2015 as an example, the price tag is not marked on the clothing label. After asking the clerk, the price is 168 yuan, and from the official flagship store of Bosideng, the price of the commodity is 249 yuan and the current price is 125 yuan.

Bosideng said that in the future, Bosideng's new products would strive for a unified price on line and across the country, but there might be price differences in inventory, such as online, there may be price discrepancy in the case of product promotion or activities.

In addition, multi brand and four seasons are still the future direction of Bosteng pformation.

Bosideng said that in the long run, from the down product category to multi products and brand is the inevitable direction of development, so Bosideng will gradually push forward to four seasons and many brands.

It is understood that Bosideng has repositioned its brand of four down garments since last year, and its brand has been re positioned as a regional brand. Bosideng and Xue Zhong Fei brand will continue to be national brands.

In terms of the four seasons, the above sources revealed that Bosideng's Bosteng men's wear and Mogao two men's clothing brands are located in business and leisure.

On the women's wear, she said that Jesse's dress will open up to the future and launch another online parity brand.

From a series of actions, Bosideng's pformation is quite determined, but in the face of 1 billion 909 million yuan inventory, the prospect of its pformation remains to be seen.