Bosideng Sales Record To Create An International Integrated Brand Operation Platform

During the "double 11" period in the past,

It has set a new brand high of 428 million of its brand sales.

There is no obvious growth momentum in the overall consumption power and consumption sentiment, and the domestic apparel industry is facing severe situations such as rising operating costs, market saturation, and electricity supplier shocks. This group of data is enough to inspire people. Bosteng can move forward in the counter trend, which is inseparable from its famous brand strategy and excellent performance management in the past 40 years.

Gao Dekang, chairman and chief executive of Bosideng, said: "as an old clothing enterprise, in the tide of the times of" China manufacturing + Internet "," one belt and one road "and supply side reform, we are fully aware of the consequences of blind expansion of past industries, and seeking new growth points and strategic alliances is the key to the pformation and upgrading of the group in the new era.

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Deep tillage, meticulous work, optimization and innovation

Today, the number of days of inventory turnover has decreased by 11 days compared with the same period last year.

At the same time, close down inefficient shops to enhance the quality of shops.

The self operated retail network increased from 95 to 1789, and the third party's operation and sales network decreased from 544 to 3033, and two accounted for 37.1% and 62.9% respectively.

The rising self ownership ratio shows that Bosideng is stepping up its efforts in strengthening product control and improving sales and service quality.

It is worth mentioning that Bosideng has also focused its business strategy on brand building and image optimization to gradually improve consumer awareness of brand.

The company not only changed the trademark that has been used for many years, but also raised the aesthetic degree and fashion sense on the basis of maintaining the original trademark elements, and put forward the idea of improving the thinking based on "quality +", guided by "meeting the needs of consumers and internal and external customers", and integrating resources to build an international integrated brand operation platform.

Gao Dekang believes that "quality +" value promotion is not only manifested in high quality manufacturing, high value design, high pleasure experience, and efficient marketing, but also more important.

The quality is significantly improved and the industry is becoming more mature. It has become a new business card of Chinese brand "high quality and high quality".

To this end, the company has added various new attempts in products, and has introduced more new product lines to bring fresh feelings to the market.

Among them, Bosideng worked with Walt Disney Company to launch the Bo Standishni series of down garment products in September this year, and achieved an ideal market reaction.

At the same time, in view of the high quality of consumers

With the increasing demand, the company also introduced the high-end feather clothing products of the velvet series, providing consumers with more diversified choices.

In addition, its BOSTECH functional technology series down jacket has been upgraded. Antibacterial, anti allergy, anti mite, anti odor and environmental protection five upgrade functions will effectively alleviate the potential health problems in winter.

Horizontal alliance gradually promotes pluralistic development

In recent years, in the face of the downturn in the domestic garment industry, Bosideng has been looking for breakthroughs in opportunities and new growth points, and actively seeking opportunities for new businesses and external cooperation alliances, including actively introducing strategic investors and partners to promote diversified development.

In October this year, the company introduced the international strategic shareholder, Itochu group, by converting the 24 billion yen shareholder loan into the capitalization of new shares.

The initial cooperation plans include: introducing high competitive raw materials to enhance the brand and product value of the company, strengthening the overseas sales market, and selling and using the new production base of Itochu in Southeast Asia to reduce production costs, expand the management of OEM processing industry, and jointly seek the brand of European and American high-end down garments and have high growth potential.

The opportunity to promote Bosideng's diversified development and learn from ITOI's international management experience and optimize the company's internal control and management practices, so as to enhance Bosideng's enterprise value.

According to market participants, Bosideng, through a series of deepening cooperation with Itochu group, can benefit from its rich experience and global resources, which will help Bosteng to improve its brand management capabilities, improve its strength in mergers and acquisitions, and further expand its business in the field of non feather clothing, and achieve mutual benefit and win-win results.

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