At the beginning of 2017, a news report from Bosideng's flagship store at 28 South Molton Street in Mayfair, London, which was reported by British fashion media Drapper, caused the national brand Bosideng to be questioned and criticized by the industry. What's more, in order to catch the eye, catching traffic will make Bosideng more and more black. I don't know if the soul of the news is the authenticity of the report. It violates this point. At best, it is rumored to be rumored.
On March 18, Gao Xiaodong, vice president of Bosideng Group and chairman of Bosideng Menswear, said in an interview that the flagship store in London belongs to Bosideng's own property, not closed, not to mention that Bosideng wants to abandon the overseas market. The road to internationalization has failed. It is a phased “suspended businessâ€. It is re-launched through a one-stage adjustment. The products in the flagship store in London are relatively simple, and the value is quite high. It is planned to re-integrate the products to better the world. Showcase the strength of the Bosideng Group's clothing and show the world the things that represent China's national culture. In recent years, Bosideng has been based on overseas financing, integration, and expansion of international influence and sales. The products have already successfully entered Japan, the United States, Canada, Russia, Switzerland and other countries, saying that the failure of Bosideng's internationalization road cannot be said.
Chinese apparel industry in the economic downturn trend numerous difficulties, and as a traditional clothing brand is a pincer attack from apparel supply chain and Internet electronic business, and through four decades of national brand Bosideng, contrarian 2017 Bofa, on March 19, Bosideng's new autumn and winter 2017 products were released in Changshu. What are the new initiatives in brand strategy, product innovation, channel optimization, and market layout? China Fashion Network reporter talks with Bo Xiaodeng Group Vice President and Bosideng Menswear Chairman Gao Xiaodong, to bring you a different Bosideng.
Q: EFU reporter
A: Gao Xiaodong, vice president of Bosideng Group and chairman of Bosideng Menswear
Q: The era of consumption is already in the process of innovation. The production of men's wear has changed from production-centered to brand-centric. In the face of the challenges of the menswear market and the changes in consumer demand and consumption patterns, Mr. Bosden has been adhering to craftsmen. What adjustments have been made to the core of the spirit?
A: For many years, Bosideng has always been a real enterprise. From the perspective of real enterprises, we must pay more attention to a core thing, that is, products. No matter how the times change, we will continue to adapt to the changes of the times. We must make our products, that is, the craftsman spirit, how to develop our products more in line with the needs of consumers and the satisfaction of the functional needs of clothing, consumer satisfaction, then Bosideng’s mission was achieved.
Q: What is the current level of men's wear in the domestic men's wear market in the past 12 years?
A: For more than 10 years, Bosideng Men's Wear has been adhering to the "Seiko Way", in-depth study of Chinese men's dress, incorporating the essence of Chinese and Western clothing in product design, and becoming a model for national brands to enter the international fashion arena. Bosideng's men's clothing puts forward the value proposition of "good quality and excellent", and cooperates with many internationally renowned consulting and design companies to make the brand image more tasteful, fashionable and international, and realizes in brand positioning, product design and terminal image. overall enhancement. In recent years, Bosideng men's clothing has strengthened channel integration and business model innovation. In the agent joining mode and marketing mode, they are all making adjustments. The marketing model is adjusted in the direct mode of direct marketing. Through timely feedback to the products, timely feedback through the terminal. , will continue to add good products, bad products for timely feedback and off-the-shelf processing, so that inventory problems can be solved very well. In recent years, we have been making adjustments in this regard. From the perspective of brand performance in 2016, we have been developing in the right direction through the adjustments in recent years.
Q: How many homes are there in the country? In which areas are you concentrated?
A: There are 400 stores under Bosideng's national line. Mainly concentrated in Jiangsu, Zhejiang and Shanghai, as well as Sichuan.
Q: Nowadays, consumer purchases are also escalating. Younger consumers are more inclined to online shopping. Is there any new action on the online marketing of Bosideng in 2017?
A: Trying online and offline integration, this is a huge system engineering. Agents must be able to achieve online and offline integration. The most important thing is to unify the price. Online shopping is lower than the price of physical stores. In the past few years, it has had a certain impact on traditional enterprises that are not only clothing brands, but as long as the online platform is well utilized and integrated, the online platform is also a channel, and online and offline are not. Contradictions can better support traditional clothing companies to serve consumers.
Q: Mr. Gao, you just mentioned that you also consider the combination of online and offline strategies. Ali’s new retail, such as online single-line offline store experience delivery, Bosideng consider doing it?
A: In consideration, there is also cooperation with Ali in this aspect. At the end of 2016, Bosideng is trying. In this regard, from the inside of Bosideng, the key is to build a good team and standardize the channels of the terminal. In recent years, it has indeed done so. The distribution mechanism of the interests of agents and customers must deal with the problem of terminal planning. For new retail, Bosideng is groping, but how to best meet the needs of consumers, convenient consumer experience, is a core thing in new retail.
Q: What adjustments will be made to the corresponding channels?
A: The channel will also be adjusted. Like some traditional department stores, it will face challenges. We will choose some refined department stores to move closer in this direction, so that everyone can enjoy the products casually in leisure, instead of saying how to deliberately, because modern people Especially young people, they don't want to be dressed for a piece of clothing. In some lifestyles, if they can get involved, they may be more interested.
Q: Bosideng is undergoing transformation, and men's clothing is being promoted. What are the brand strategies of Bosideng menswear?
A: First of all, do a good job of product quality, but constantly adjust to meet consumer demand for clothing functionality and life. The constant is always that innovation is change, grasping the changes of the times, and grasping the changes in consumer demand. The premise is to make Bosideng products bigger and better, and Bosideng wins consumer trust is product quality. As a national brand, this should be solid quality, so that consumers have no worries, coupled with the integration of fashion elements, coupled with functional manifestations, can better serve consumers.
Q: What specific measures are there for Bosideng men in improving product quality? What is the current progress?
A: Bosideng works with some of the world's top designers, and the design quality is very good. Fabrics, long-term cooperation with quality suppliers develop fiber, temperature and other environmental health fabric. In terms of product manufacturing, through some standardization and transformation, the Bosideng factory is intelligently transformed to improve product quality.
Mr. Fabio started working with Bosideng last year and the high-end products launched last year are very popular in the market. The quality of the products is good, and the price of Bosideng is moderately close to the people. Unlike the international big names, the price is very high.
Q: Gao Zong, the domestic men's wear market is subdivided, and foreign countries like fast fashion or some other international big names come to the Chinese market to hit the domestic men's wear market. So, what is Bosideng's differentiation or its genes?
A: The words of the gene have just been said, or our quality is the core of the gene. When it comes to Bosideng, the thought is warm, so Bosideng's genes are mainly warm and functional, and these are the criteria for Bosideng's continued development.
Q: Bosden's new design this season is younger and more fashionable than before. It also gives people a feeling of high-end quality. Is Bosideng men's clothing changing to a younger and more fashionable brand positioning?
A: Yes, I hope to inject Bosideng into the elements of young fashion. The mainstream consumer groups are after 80s, 90s and even 00s. The consumption demand of the new generation is different from that of 70s and 60s. Therefore, the products must be energetic and fashionable. To keep the brand a youthful vitality, it is necessary to move closer to the younger consumers.
Q: Although the proportion of down jackets is relatively high, the income of men's wear seems to be very good, and Bosideng has gone through forty years, listed on the main board of Hong Kong ten years ago, but recently there are some speculations, especially about the closure of the flagship store in the UK. At that time, there are some speculations that the overseas market seems to be temporarily evacuated, then can you talk about the idea of ​​Bosideng menswear's future global and national market layout?
A: The flagship store in Bosideng, London, is actually not closed. It is intended to be restarted through a one-stage adjustment. The relative product is relatively simple. The flagship store in London is very valuable. It is better to re-integrate the product. To show the world the strength of the Bosideng Group's clothing, and to show the world some of the cultural things that represent the nation's representation of China, just shut down, not shut down. Going always been a dream of Bosideng, many companies are trying, Bosideng in continuous exploration, the earliest in 2007 and 2008, when the acquisition of a British local brand through their channels will also Bosideng brand of products to the United Kingdom In this respect, although it cannot be all successful, at least until now, the breakeven can be guaranteed. Gradually expand the influence of the Bosideng brand. Italy also has a company that mainly designs, does some product development, and Italian fashion design is still leading the world. These are the paving work for Bosideng globalization.
Overseas mergers and acquisitions are through some internationally renowned brands, including international excellent teams, which can speed up the internationalization process of Bosideng. Because of internationalization, slogans alone are not acceptable. The integration of local culture, ideas and Chinese national elements is Bosideng’s efforts. The direction. Internationalization is a long process, but Bosideng will stick to it, but it is just around the corner.
Q: So, is there any planning and adjustment in the domestic market layout?
A: The domestic market is mainly considered from the perspective of efficiency. In recent years, the market has changed, the profitability of many channels is declining, and the store opening is not meant to benefit the whole enterprise. In the past, the pursuit of becoming bigger, nowadays, it is meaningful to be strong. The market share is high, but it can't create benefits for the company, which will eventually drag down the development of the company. Therefore, in the domestic market, the precise layout of the channels allows the terminal channels to efficiently display products. In terms of e-commerce, some of the online integration will help increase sales. On the day of the double eleventh last year, this piece of sales on the e-commerce line made 428 million a day.
Q: Mr. Gao, just mentioned the process of internationalization, first maintaining a national identity. For Bosideng menswear, what are the main characteristics of ethnic characteristics now?
A: For example, last year, the traditional paper-cutting was incorporated into the design, and the concept of Kunqu Opera was incorporated. There are many things with Chinese national characteristics. At the same time of sorting out, we are also thinking about how to achieve a more perfect integration. China Red, Zodiac, etc. will continue to dig deeper, and through sedimentation, Bosden’s unique vitality will eventually be formed. .
Q: Will Bosideng menswear also use the spokesperson route in the future?
A: If the brand of pure Bosideng is not used in principle, its brand awareness is high. The key is to continuously improve the reputation of the product. The improvement of reputation is more from product innovation, and then the quality of the product itself is upgraded. . If you want to promote your brand with a new brand, you will have a quicker effect with your spokesperson.
Q: For the new generation of consumers, the personality needs will be stronger. Have you considered custom menswear?
A: Customized in the group purchase section. In the early stage, let the group purchase this department to undertake. In the future, this must also be a trend. We will also pay attention to this piece.
Q: Share PPT above at the press conference, there is a lot to see Bosideng current design, mostly with reference to the international T stage fashion trends is not it?
A: From the perspective of product development, there is still a gap between the domestic level and the international ratio. Especially with Italy and France, they have designed their ideas well. They are also guiding the trend. It is true that we can’t catch up now. We will learn more and hope that in the future, through a generation or many years, everyone will work together to turn our true Chinese design level into an international one and be able to catch up with others.
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