Three Reasons For Bosideng'S Sharp Reduction In 5000 Stores

Recently, about

The news of "sharp reduction of 5000 stores" has aroused panic and speculation in the industry.

In this regard, Bosideng said that the clothing industry has been relying on the advantages of low-cost and scale has gradually lost, is entering a new era of change.

Close shop actually go to redundant storage.

In fact, Bosideng in 2013

There has been a lot of stocks, and stores have reduced nearly 1000 stores.

In that year, Bosideng won the first prize in 17 consecutive years of market share. Gao Dekang, chairman of Bosideng, ranked 72 in Forbes's China richest list; meanwhile, his name appeared in the world.

The lab released the eighty-seventh ranking of Chinese entrepreneurs' personal brand value.

It is reported that the issue of pformation has long been on the agenda of Boston high level.

However, with the greatest number of auras, such as "the biggest" and "the first", it is no easy task to make a decision to "take a step back".

This Chinese and even the world's down jacket boss, every move involves many problems, and will cause public opinion questions, confidence in the stock market fluctuations and a series of reactions.

After a period of entanglement, the board of directors of Bosideng still made a strategic choice of "self broken arm", the main purpose is to condense resources and build a "win-win" chain advantage, which is also a good brand value of Bosideng.

Bosideng said that in the past, Bosideng blocked the path of winning by relying on quality and scale, and there were some problems in cross industry investment and acquisition.

Now, enterprises have already boosted the advantages of the motherboard, innovating the mode of international fashion brand operators, and developing it into a new strategy for enterprise pformation.

Due to the more mature international market of clothing consumption, we can see that

In the era of business pformation, Bosideng will carry out major operations on the existing brand marketing mode.

After sorting out, the company turned over 5000 shops that were not profitable in the more than 10000 stores, concentrating on pforming the store with good customers according to the new mode, and controlling the brand scale in a reasonable range.

Speaking of the future, as the director of the down garment industry committee, Gao Dekang clearly has a clear understanding of the new market situation.

Customer value, social responsibility and change under the new normal are the key words in the process of brand change.

The process of breaking the arm is painful for the brand that is leading the rapid development of China's down garment industry.

In 1995, it was the first time that the cashmere increased the amount of cashmere from 60% to 90%, making the down clothes light and fashionable.

In 2011, it launched the new concept of "down feather" new down jacket, which extended the product sales cycle for more than 2 months, plus the low price.

In view of the rising trend of labor costs in recent two years, it has developed four series of templates, such as plane, mobile, activity and three-dimensional, and has been promoted in the industry.

Subsequently, its brand snow Zhong Fei first introduced the intelligent template machine instead of skilled workers, the efficiency increased by 60%, and the production capacity was also greatly improved.

This year, in order to save resources and optimize the layout, Bosideng had to compress the number of terminal stores again, so as to gather more energy and focus on building a customer oriented, highly effective collaborative supply chain management mode to create more pleasures for consumers.

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.

Since this year, Bosideng has fully implemented business process reengineering and innovation.

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.

In addition, financial business integration capabilities, risk management and control capabilities, and consumer oriented rapid market response capabilities have been enhanced.

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

When the number of stores is reduced by half, Bosideng will push forward the terminal pformation in an all-round way, and create a win-win system with market terminal oriented and quick response through integrated innovation.

Through the trial sale of new products, let the market and consumers participate in the whole process of planning, designing, ordering and selling, constantly innovate and optimize, respond quickly and efficiently, and win consumers' recognition of brands, products and services.

International journey to a new height

While adjusting the domestic market, Bosideng also concentrates on deepening the expansion of the international market.

According to the unified standards at home and abroad, Bosideng determines the brand positioning of "fashion + quality + warmth", and advocates "quality +" product innovative thinking.

We should create a gentle down art through rigorous and rigorous dedication to product quality and quality.

Bosideng said that to achieve customer demand as the core, original design to create brand spirit, and fashion spirit to create brand values, the goal can not be achieved overnight.

Chinese brands can no longer shout slogans, but should build their own foundation according to the quality of the big international cards.

This is Bosideng's perception of success in the fashion capital of New York and London.

According to the international brand low carbon and environmental friendly business ethics, Bosideng integrates ecological civilization and green economy into brand development strategy to achieve "green management" in the whole process.

Gao Dekang believes that international enterprises must regard social responsibility as an opportunity for survival and innovation and development. They should not only strive to improve customer value and service, but also pay attention to the sharing of interests and the demands of stakeholders.

Bosideng no longer builds its own vertical industrial chain, but uses brand influence and scale operation to integrate high-quality resources.

At present, Bosideng has 6 directly affiliated industrial parks, more than 500 raw materials suppliers and collaborative factories, providing more than 300 thousand jobs for the society.

With more emphasis on intensive farming, Bosideng's overseas orders increased sharply last autumn and winter to spring and summer.

Bosideng said that eliminating redundant businesses could put more effort into optimizing the industrial chain, practicing low-carbon environmental protection and fulfilling social responsibilities.

It is these affairs that push the enterprise to a higher level.

Now, Bosideng is actively exploring the way of overseas expansion according to international enterprise standards, so that the whole world can witness how Chinese brands combine traditional and modern, localization and internationalization, inheritance and innovation deeply.