Bosiden'S Three Strategies To Break Through The Market

In the first half of this year, Chinese clothing The market and enterprise benefit declined, the profit space further narrowed, and the clothing industry was operating under a tight and severe situation. According to the statistics of the National Bureau of Statistics, from January to June 2012, there were 14243 enterprises above designated size in the clothing industry, and the sales profit margin dropped from 6.12% at the beginning of the year to 5.12% on average. From January to June, loss making enterprises accounted for 18.89%, and the loss of loss making enterprises increased by 50.62% year on year.

The situation is grim and the data is bleak. Many garment enterprises are looking for a way out in the predicament. Sima Clothing Recently, they have frequently bought real estate and land with huge investment, and set foot in the real estate industry. According to the analysis of insiders, "even if the commercial real estate is bubbly now, it is better to gamble than to keep a little profit on clothing", which shows that clothing enterprises are under heavy pressure.

"The 'big crisis, big opportunities', this kind of big crisis, let the Chinese clothing industry reshuffle, for example, sports brands decline particularly fast. This is an opportunity for our excellent enterprises." Li Chuang, assistant general manager of Bosiden International Holdings Co., Ltd., analyzed the current situation to reporters like this.

Different from the cross-border development of Sima, Bosiden takes the initiative to change, break through the crisis and charge against the trend with its own strategy. In the first five months of this year, Bosiden's main economic indicators increased by about 20% year on year, in sharp contrast to the downturn of the entire industry.

　　 "This year, not only the clothing industry, but all industries have been impacted, but the overall situation of Bosiden is the same as last year. As for our Bosiden brand, the main market is still cold clothing. The performance in the first half of the year is less than 1/3 of that in the whole year, and the second half of the year will be the highlight. I believe there will be relatively good performance in the second half of the year, for example, our new 'autumn down' is not only light It's also very fashionable. It can be bought when it is cold in autumn, which lengthens the lifeline of the product, greatly boosts our performance, and also boosts the brand. Every year, we have this benign and sustained growth. "

From initiating the first revolution in the down clothing industry to the launch of the new category of "autumn down", from "meeting demand" to "creating demand", Bosiden has once again widened the future of the down industry.

　　 "As far as Bosiden is concerned, change is our company's gene. Now, the company has put forward the strategy of" Four Seasons, Multi Branding and Internationalization ". Four Seasons means that we will not only make clothes for one season, but also clothes for other seasons. At the same time, we will develop multiple brands to meet the needs of different age groups, and launch the internationalization strategy. Our president has put forward the strategy of" Create a new one in three years " Bosiden ', the goal of doubling its performance within three years. " Li Chuang revealed Bosiden's future plans to reporters.

On March 28, 2010, the 18th China Fashion Expo, Bosideng With a new lineup, the products span the fields of winter clothing, casual clothing, men's clothing and women's clothing. Bosiden ensures that the product styles are consistent but different to meet the needs of consumers at all levels by integrating its brand style positioning, design research and development, channel channels, etc.

The former "king of cold clothing" borrows strength spin Revitalization planning and transformation have opened up a diversified pattern. In accordance with the strategy of "Four Seasons" and "Multi Branding", Bosiden provides marketable products for the terminal channels throughout the year, and continues to improve the profitability of the terminal channels, customers and sales companies.

According to the interim performance of FY2011, the proportion of non down business rose from 5.2% to 12.2%, and the interim revenue of FY2011 increased by 47.4% to 2.739 billion. It is understood that in the next three to five years, Bosiden plans to significantly increase the proportion of its non down jacket business in the overall sales to 40%, transforming itself into a world famous comprehensive clothing brand operator.

In addition to extending the product lifeline, Bosiden is also actively expanding overseas. On July 26, 2012, the day before the opening of the Olympic Games, the London flagship store of Bosiden opened in South Morton Street, West London. Li Chuang told reporters that "this is an important step for us to internationalize". Bosiden is actively building a new business marketing system facing the global market. With high-end image and high-quality products, it represents China's national brands to show their style on the stage of international competition.