Kangbo Brand Will Quit Market, Bosideng Repositioning Brand Deployment

Over the past few years,

Performance has been affected by many factors.

As of March 2015, fiscal year performance data showed that Bosideng revenue fell 23.6% to 6 billion 293 million yuan, net profit fell 81% to 132 million yuan.

However, as early as 2013, Bosideng launched the measures of pformation and upgrading and deepening reform.

At present, the effect is basically apparent.

He told reporters in the conference call that Bosideng will continue to go on inventory and brand adjustment.

"When the market environment is bad, our confidence is not to expand the market, but to adjust itself, and find the right position in this process."

Turning to the future direction of brand development, Bosideng said that the future is the new stage of Bosteng brand remolding. Enterprises will continue to study the consumption characteristics of the consumer market in order to enhance product differentiation and conform to the market consumption trend. Through in-depth analysis of the retail data, more precise arrangements will be made for the production of all kinds of products, including trial marketing of some main products and styles in the shop before making the production plan.

In order to formulate corresponding production and sales plan.

The reporter noted that Bosideng plans to launch a brand pformation strategy that is more in line with market demand to avoid brand overlap in Bosideng's main business.

It is reported that the original Bosideng brand will continue to be positioned.

The icy business focus will gradually shift to online sales.

In April last year, Bosideng had announced that ITC SPC, jointly established by Itou Tada group Affiliated Companies and CITIC Securities's investment in Jinshi, will invest in New Surplus (Bosideng, chairman Gao Dekang, indirectly wholly owned), and conclude a subscription agreement with Bosideng.

It is said that Bosideng plans to import new brands and strengthen the business beyond feather and down business.

According to the latest information announced by Bosideng, it has cooperated with Itou Tada in the OEM process, and the specific brand cooperation has not yet landed.

Considering the increasing demand of the market for the down garment design, the company decided to let the design style bias the traditional KangBo brand to withdraw from the down garment market, so that the group can concentrate its resources on other brands.

In addition, taking into account the increasing number of consumers involved in outdoor activities in recent years, the focus on the sport sense design of the snow flying brand will become an all-around outdoor clothing brand.

In order to achieve the goal of becoming a multi brand integrated apparel operator, Bosideng's diversified development plan is still in progress.

In terms of brand development, Mai Yun said that the performance of women's clothing brands has been good in the past year. In the future, women's clothing will be the main consideration in the acquisition and merger.

However, details can not be disclosed.