Why Does The Down Jacket Giant Bosten Actually Target The School Uniform Market?

Tycoon

Now we need to make school uniforms.

In December 30, 2015, Bosideng group announced the signing of cooperation with SMART F&D of Korea.

Customized companies to jointly develop the Chinese school uniform market.

The school uniform of Chinese school is mainly sportswear, but the uniform of Korean students is

Shen Kuixian, chairman of Korea SMART F&D company, believes that the Chinese uniforms will gradually develop in fashion in the future, so as early as 2014, SMART F&D has planned to enter the Chinese market and actively seek partners.

This cooperation with Bosideng is the first step for SMART brand to expand internationally.

The company SMART F&D is mainly responsible for design and technical support, and Bosideng is responsible for channel, marketing and management business.

SMART F&D is a leading brand in the leading clothing industry and school uniform in Korea. It has 229 franchises and more than 10 production plants in South Korea. It has won the Korean school uniform market champion for 13 consecutive years. It has been well received by Han Guoguang. In 2014, the market share of SMART brand uniforms reached 23% in Korea, and its sales volume was nearly 60 billion won (about 330 million yuan).

Bosideng said that the size of China's school uniform market is huge. In the coming years, with the increasing demand for personalized and timely school uniform, the size of the domestic school uniform market will further expand.

We hope to further enrich the product portfolio of Bosideng group through cooperation with the SMART F&D brand school uniform business and cultivate new growth points in the field of subdivision.

Down clothing market saturation, changes in consumer tastes

Bosideng's situation in recent years is not easy.

In 2012, group sales amounted to 9 billion 300 million yuan, 8 billion 200 million yuan in 2013 and 6 billion 293 million yuan in 2014, with an annual average rate of over 12%.

According to the mid-term earnings report recently released by Bosideng, as of September 30, 2015, the company's profit plunged by 48.3%, which is the second profit slump warning after the profit slump of 33% in March 2014.

As of 2015, there were more than 3500 manufacturing plants and nearly more than 100 down brands in the country, and the market was seriously saturated.

An important reason why the down market is not popular is that the fashion of Japan and South Korea swept across China, and consumers pursued Japan and Korea. Especially the exquisite matching of three pieces in three places gradually replaced the bloated, conservative and outdated down jacket.

While the trend of Korea and Japan is coming, the clothing of Europe and America is also coming into large scale, such as European fur, European version of PU skin, velvet, jacquard fabric, leather and wool.

Bosten, an old fashioned and single material, is defeated.

On the other hand, the concept of smoothness and elegance of winter clothing, which represents the world's most popular brands, has also become the trend of the mainland. The rapid expansion of foreign fast fashion brands H&M, ZARA and C&A in the interior also brings more popularity of new fabrics and winter wear. All of these make mainland consumers an eye opener, and the down garment market in the mainland has been subjected to historical subversion. This is the trend of the world, which is irresistible to LouisVuitton Dior.

"Four seasons" pformation is lost.

The situation of the down jacket plate directly led to a huge increase in Bosideng's investment in the non down garment sector, and the strategy of "four seasons" was both a helpless and inevitable choice.

In 2008 Bosideng set up a non feather down four seasons fashion team and embarked on the road of pformation.

In May 2009, Bosideng international investment listed in Hongkong wholly-owned the Jiangsu Bosideng Clothing Development Co., Ltd., entered the field of men's clothing business; in September 2009, Bosideng shares in the U. S. street fashion fast fashion brand.

In 2011, Bosideng launched its own fast fashion women's clothing brand Rui Qi, and later gained three stake in Mogao's casual brand, Jesse's dress and Rambo's children's clothing brand by 56%, 51% and 70%.

The "3+1" strategy with down jacket as the core and multi brand, four seasons and internationalization has been established.

In 2014, Bosideng signed an agreement with Japan's third largest trading company, Itochu group and CITIC Securities's Jinshi capital, and subscribed 1 billion 303 million new shares of Bosideng with HK $1 billion 500 million.

After further strengthening the financial foundation and financing capability, Bosideng group formulated the "three year plan" to adjust the proportion of down and non feather down plate business from 8:2 to 5:5, and began to set foot in children's wear and outdoor business.

But the new market is not easy to achieve, and the "four seasons" strategy is far from effective.

Men's clothing sales in 2012 were 480 million yuan, down 30% compared with the same period last year, and forced to close 146 stores.

Then in 2013 and 2014, they fell to 478 million yuan and 276 million yuan respectively, down 42.3%.

The competition in the women's wear market was even more intense. By 2014, lkkal casual wear and Rui Qi women's clothing were all cut down, leaving only two brands of Jesse's dress and Mogao leisure.

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Online and offline to achieve all-round operation

Compared with the development of new brands, Bosideng's attempts at new channels have been successful.

In view of the lifestyle of young fashion people, the company has innovating the Internet thinking, promoting brand from 360 aspects, such as content, form, channel and so on, and realizing the integration marketing from ordinary distribution to content marketing, from single program cooperation to large integrated marketing, from online to O+O (three-dimensional business strategy), so as to set up a benchmark for annual marketing activities in the apparel industry.

In 2009, Bosideng set up an e-commerce company.

At present, the new mode of integrated marketing under Bosideng O2O online and offline is being designed and perfected. The SAP management system has completed the first phase (financial and marketing section), reducing the intermediate links and reducing the cost.

It is reported that Beijing Xidan and Shanghai Nanjing road Bosideng two flagship store will be pformed into O2O mode experience shop.

In 2015, "double 11" Bosideng sales hit a new high. Sales of the whole network exceeded 206 million yuan, an increase of 56% over the same period. Among them, Tmall's flagship store sells 122 million yuan and sells Fourth women's clothing category stores.

In order to prepare for the "double 11", Bosideng began to "arrange troops" from mid September, and selected high popularity products and styles on line to fully display the product characteristics. At the same time, it increased customer service and logistics personnel allocation, promoted shopping experience, upgraded the order system, adopted the seamless docking between Ali cloud server internship and Ali electric cloud platform, and improved the processing speed and efficiency of the system. At the beginning of October, the order system was tested to ensure the stability of the system.

In terms of logistics, in 2015, "double 11", Bosideng introduced a new sorting line, so that the delivery process was orderly, fast and efficient, while improving the quantity of orders, effectively avoiding the phenomenon of parcel slip and missing documents.

In addition, Bosideng in Shanghai, Harbin and other 5 parts of the warehouse according to the "near shipment, whole single shipment" principle at the same time shipped, reduce the explosion of money rush to buy out of stock phenomenon, ensure that "double 11" orders in the shortest time all issued.

Since the new brand is difficult and the new channel is easier, Bosideng chooses the school uniform market is an interesting attempt, because the school uniform market does not need a distinctive brand degree and is closely related to the market trend. Bosideng is a traditional strong brand in the school principals and school management groups with the school uniform decision-making power.