Is Bosideng'S High-End And Youthful Route Really Easy To Go?

In the Canadian geese down jacket industry, it sells.

Domestic brands

Also in fashion counter attack, is no longer your impression of the soil.

According to the world clothing and shoe net, it was in New York last September.

After the big show, the double 11 became the first Tmall clothing brand to sell in advance.

After the change of thinking, we soon saw the effect.

Reporters noted that Bosideng has been listed in Hong Kong stocks for more than ten years. However, in the past ten years, its performance was not too bright. Until the end of 2018, the stock market finally became "proud and exalting", and broke out of the Hong Kong stock market in the overall weakness, setting a new high in 5 years.

Boston encountered cold winter change

Bosideng was listed on the Hong Kong stock market in 2007.

After 2008, Bosideng sales continued to lead, and President Gao Dekang even gave lectures at University of Oxford.

Perhaps it was too much to earn and some "expansion". In the next few years, Boston's retail store opened to 13000, and acquired the high-end women's clothing brand Jesse.

At the same time, Gao Xiaodong, the son of Gao de Kang, has also made his own way to run all the way in the international men's clothing business.

However, with the increasing number of domestic down garment manufacturers and the gradual saturation of the market, and the development of non down garments and the impact of electric providers, the company has a large backlog of inventory.

Helpless Gao Dekang only broke arm to survive, according to the earnings data, it has closed nearly 9000 retail stores in 5 years, once wandering on the edge of life and death.

In March 2009, he decided to pform, and put forward to the multi brand, the four seasons and the internationalization. Several "chemical" sounds more abstract. I do not know if everyone has heard of a brand called "Boston men's wear", and once asked Lee Hom as the spokesperson, which is an important step in the four seasons layout of Boston.

Outside the men's wear line, Bosideng also worked hard to develop fashionable women's clothing, children's wear and other product lines.

But consumers do not seem to buy it.

Four seasons have been pushed forward for several years. When we mention Bosteng, we still can't think of men's clothing.

It lasted for only five years. In February 2017, the only flagship store in Boston was closed overseas.

This also declared that its internationalization strategy basically failed.

At this point, the company's share price fell to its lowest level in 8 years.

Survival after falling to the bottom of a valley

Faced with the bad situation, Bosideng made a change after readjusting its strategy in 2017.

From the four seasons to focus on down garments, diversification, from internationalization to focus on the domestic market.

In 2017, the income of Boston down clothing increased to 76.6%, and the income of down garment business increased by 15%.

Another key word for change is "high-end".

Zhu Gaofeng, chief financial officer of Bosideng, mentioned in a conference call in 2018 that the price of Boston has increased substantially over the past year, and that the average price of the down jacket has increased by 20%-30% this year.

Bosideng has launched a series of high-end series: its extreme cold series, designer series and Gore-tex high-end outdoor series, which correspond to different scenes of commuting, city and outdoor.

The highest price range is the high-end outdoor series. The series of products adopt waterproof, windproof and breathable professional fabrics and gray goose with better quality. The average price of the products is up to 3598 yuan.

During this period, the gross income and gross profit of the group began to rise.

Bosideng is also actively pforming its image. The store is full of future sense of environmental design, and the same way of designer brand display is showing the determination of brand younger and fashion.

Today, the brand is not only on the fashion week in New York, but also on the streets of Hollywood. It is a great hit on ins..

What is more exciting to investors is that its share price is rising, and has even hit a new high in 5 years.

In December 11, 2018, Boston's stock price was HK $1.62 / share, a record high since November 2013.

Is the high-end and younger route really easy to go?

In terms of style: Although Bosideng down jacket is red on the fashion week of New York, the style of the show is not the original design of Bosideng, but is co produced with the international designer.

In terms of price, Bosteng said this year that it will continue to increase the proportion of high-end products on the basis of the average price increase of 20% to 30% of the brand down jacket this year.

Facing the change of Bosideng, the reporters applaud, but we should also see some shortcomings.

At present, the brand positioning of "high-end" and "light luxury" has some "split" with its own image.

Bosideng is now facing problems similar to its Taobao pages. It has to keep the consumer demand which is not so young and fashionable.

These two tasks are now carried on Bosideng's brand.

If we want to retain young people for a long time, Bosideng should have a better understanding of the story of "high-end" and "fashion" besides professionalism, quality and marketing.

More interesting reports, please pay attention to the world clothing shoes and hats net.