Stepping Into The Bok Peak Road Of Boston

In the first half of 2019, Bosideng innovated in products, channels and operations. Insisting on focusing on the core industry, Bosideng comprehensively promotes the production process of fabrics, feather, wool and accessories, and continuously optimizes and innovates products in the aspects of original design, quality technology, functional technology and product structure. In terms of channels, Bosideng continues to upgrade its channels, collaborates with multi core business entities, optimizes store image and conveys brand value. In terms of operation, Bosideng's inventory turnover times increased year by year compared with previous years, and achieved effective cooperation between the company's own capacity and fast reverse supply chain. The upgrading of the brand logistics center was realized through machine generation and information system development, so as to realize the automation, informatization and intellectualization of the whole process.

At the end of June, the 2018/2019 financial year data released by Bosideng group showed that Bosse registered revenue of 10 billion 384 million yuan, up 16.9% from the same period last year; gross profit reached 5 billion 514 million yuan, an increase of 33.9% over the same period last year, and gross margin increased by 6.7 percentage points. Among them, it is worth noting that the down jacket business rose 35.5% over the same period last year, and the income of Boston down clothing increased 38.3% over the same period last year.

The performance has increased substantially. What has been done in the past six months?

Pay close attention to the new trend of consumer demand

Change rules and general rules change. When mainstream consumption changed from 60 or 70 to 80, 90 or even 00, then the original design, version and workmanship were lagging behind. In September 2018, New York fashion week, Bosideng was stunning in fashion. Starting from the design, working with international designers to constantly update the product style and launch multiple product lines, the New York fashion week is actually a publicity show with Bosideng.

In the first half of the year, Bosideng paid close attention to the changes in current lifestyle, continued to enrich product categories, and pursued the popular IP nowadays, attracting more young consumer groups. Last winter, Bosideng introduced a man's down jacket, and invited American captain Chris Evans to record a new year's call for Chinese fans. In April this year, when the 4 was released, IP became the highlight of the clothing market again. With last year's joint experience, Bosteng broke the tradition this year, and launched a joint summer spring dress with a hot IP. It is understood that Manfan fans are mainly young, 80, 90 and 00. Comics, movies and other cross dimensional things grow with them, which is of special significance to them. In addition, the complex 4 film, as the hero's curtain call of a generation of reunion, has amplified the two words of "feelings" by several times, attracting millions of young consumers to pay for it. Bosideng's high-tech content sunscreen clothing is also popular.

Intelligent manufacturing based on new retail layout

Intelligent manufacturing is to realize the intellectualization and innovation of the whole manufacturing value chain, and further enhance the integration of informatization and industrialization. In the first half of the year, Bosideng added new investment to the outside world, and founded Jiangsu Bosideng Intelligent Manufacturing Co., Ltd., which is engaged in manufacturing, research and development, sales, intelligent equipment installation, cargo handling, packaging, sorting, handling and loading of intelligent machines, intelligent material handling, industrial Internet platforms.

Entering the field of intelligent manufacturing is a big move by Bosteng backing on new retail. In 2018, Bosideng proposed to invest more than one billion yuan to build brand and more than ten billion yuan to develop channels, upgrade the terminal of stores, and upgrade the down jacket brand comprehensively. Optimizing supply chain is a crucial step to achieve brand upgrading and improve channel and terminal profitability.

Bosideng's new retail business is brilliant. Last year's double eleven and two two big business promotion sections achieved 740 million yuan and 514 million yuan respectively. Backed by new retail, intelligent manufacturing companies are more important for improving the efficiency of other sectors such as production and design of listed companies, which is conducive to brand transformation and upgrading, and is beneficial to the high quality development of the company.

Brand upgrade international fashion brisk walking

Bosideng sells well in 72 countries around the world. Landing on the international fashion week is a great proof of Boston's success in attracting young consumers. It is also a declaration of reshaping the international layout of the brand. In May, Bosideng was invited to take part in the second China independent brand Expo with the honor of the first honor of the brand value list of clothing industry. It also displayed the products of three major international designers, such as fashion design, beauty and Italian law, and so on.

In the same month, Bosideng also went on stage with Chanel, LV, Gucci and other luxury brands to appear at the Cannes Film Festival amfAR dinner. AmfAR is one of the most influential activities of the Cannes Film Festival in the fashion industry. In the show stage, LeomieAnderson is wearing white Bosideng down jacket. Karin Roitfeld, the famous French fashion godmother and former editor in chief of Vogue, is very interested in Bosideng show, and the world-renowned personages are trying to try it on. Bosideng down jacket is recognized by international stars and is inseparable from the brand's own professional quality, design and technology.

(Bo Stengana shows off)

The Cannes Film Festival is one of the world's three major film festivals recognized by the International Film Producers Association. Its international influence is attracting attention, attracting a large number of internationally renowned media, filmmakers and fashion people every year. It is a platform for fashion and film exchange. Bosideng, as the only Chinese brand in Cannes, stands on the same stage with the international luxury brands, which can be said to be the symbol of its internationalization.

Strong combination of "professionalism" is worthy of the name.

"Focusing on the main channel and focusing on the main brand", Bosideng will focus on the down jacket and emphasize the professional advantages of Bosideng = down jacket. In June 26th, Bosideng agreed with the National Aeronautics Board and NASA's fabric supplier Gore to become a global strategic partner.

Since its establishment, Gore has been very innovative in its product functions, and the fabrics developed are known as "cloth of the century". The cooperation between Gore and Bosideng will focus on the down jacket fabric, starting from windbreak, waterproof, ventilation and warmth retention, lightness, comfort and run down technology, and create a professional down jacket. And Bosideng launched the high-end outdoor series used GORE-TEX fabrics, and by virtue of high quality and technology sense of the 2019 Outside outdoor equipment award, once again proved the strength of Bosideng "down jacket expert" title is not a wave of fame.

According to the International Market Research Institute ipso data, Bosideng reached 97% brand recognition among consumers, becoming the preferred brand of Chinese consumers' down jacket. Throughout the first half of 2019, Bosideng continued to shape the brand, constantly optimize products, upgrade channels and terminals, try to present the brand and win the recognition and choice of consumers.