Xinhua News Agency, Chengdu, November 29 (Wang Meng) before the “Double 11”, Bosideng, a well-known domestic Down Jacket company, launched a high-profile peak series down jacket with a dazzling press conference. Lawrence World Sports Award winner Xia Boyu old man, Chinese mountaineering team leader and other sports professionals went to the scene to help the team. After several years, Bosideng took the initiative to hold hands with sports again.
But before the full moon, Bosideng was at the forefront of the storm because of the cold sales of high-end series and the exaggerated advertising words of “best-selling 72 countries.
Zeng sponsored winter sports
if it weren’t for Xia Boyu, the amputee who reached Mount Everest, to give a speech on the spot, many people would forget the sports genes Bosideng once had.
In 1998, Bosideng went to the north and south pole with the Chinese scientific research team down jacket, and reached Mount Everest with the Chinese scientific research team in the same year. The flag of the “China Bosideng mountaineering team” and the metal plate engraved with “Bosideng ranks first in China and challenges the world famous brand” were put to the highest peak in the world at an altitude of 8844.43 meters, which became a brilliant stroke in the development history of Bosideng.
The bond between Bosideng and sports does not stop here. After the new millennium, there are numerous sports events named Bosideng and snow flying through sponsorship, naming and other forms.
In November 2001, Bosideng sponsored the Chinese sports delegation of the 14th Asian Games; In 2002, he sponsored the Chinese sports delegation of the 19th Winter Olympics; And at the end of 2004 and 2005, the title sponsored the World Skating Federation short track speed skating World Cup and the 2005-2006 International snow Federation snowboard points race and national snowboard championship series.
Gao Dekang, chairman and president of Bosideng’s board of directors, was also elected as a member of the All-China Sports Federation in 2003 due to his long-term sponsorship of China’s sports undertakings “.
After a series of brand promotion activities, Bosideng became famous. In this process, he determined the enterprise goal of “marching towards world famous brands with international competitiveness, shout out the slogan” warm the world “in a high voice.
But since fiscal year 2013, Bosideng began to show a decline in performance. By fiscal year 2014, the net profit of Bosideng had dropped by more than 80%, and then Bosideng had a sharp wave of shutting up stores. 2015-2016 is the lowest tide of Bosideng. During this period, due to revenue and other reasons, Bosideng sponsored sports.
“72 countries in selling well all over the world” was questioned
after the contraction and rectification during the dormant period, Bosideng refocused on the core product down jacket. On the one hand, he cooperated with well-known designers to strengthen the fashion of down jacket, on the one hand, a series of marketing has been carried out for young people. Now Bosideng’s performance and share price are fully recovered.
On Double 11 2018, Bosideng was the first pre-sale clothing brand on Tmall. In the past Double 11, Bosideng down jacket also achieved a good performance with sales exceeding 1 billion yuan, leading the pre-sale list of related categories.
Although the sales performance of Bosideng in China is considerable, it is still debatable whether it has become a world brand, as the propaganda said, “72 countries selling well all over the world.
According to the 2018/2019 financial report, Bosideng’s business revenue consists of four major sectors: brand down jacket business, OEM processing management business, women’s clothing business and diversified clothing business. Among them, brand down jacket business is still the group’s largest revenue source, accounting for of the total revenue of 10.3 billion in 2018/2019.
In the brand down jacket business, the total retail revenue is about 5 billion, of which the mainland east China, Central China, North China, Northeast China, Northwest China, the total retail revenue of the six major sales areas in Southwest China is 4.6 billion yuan, accounting for 92% of the total retail revenue. Whether the remaining retail revenue of less than 8% matches the “best-selling 72 countries” is debatable.
However, Gao Dekang said in a high profile recently that he hopes that Bosideng will be the “Huawei” of China’s down jacket brands in the future “.
As we all know, Huawei is the best enterprise to do international business in China. Open Huawei’s financial report in 2018 and clearly mark the company’s revenue in various overseas regions. The revenue ratio between China and overseas is roughly 1:1, and overseas revenue accounts for of the total revenue.
With such a high proportion of overseas income, Huawei did bear the introduction on the official website of the company-“Its business covers more than 170 countries and regions and serves more than 3 billion people.”
The slogan of Bosideng down jacket “selling well all over the world 72 countries” does not have data support in the financial report. Bosideng, who started with mid-end commodities, still relies heavily on the mainland market for sales revenue.
R & D investment is an important factor to measure the core competitiveness of enterprises. The reason why Huawei is invincible in many high-tech fields is inseparable from its high R & D investment. In 2018, the R & D cost was 101.5 billion yuan, which is equivalent to 0.278 billion yuan spent on R & D every day.
Domestic clothing companies such as Anta, Li Ning and biyinlefen will introduce enterprise research and development in the annual report. While reading the annual report of Bosideng did not see the relevant data disclosure. For Bosideng, who is committed to building a high-end down jacket brand, close a window that allows the outside world to further understand it.
Towards internationalization, how to change domestic clothing
Bosideng, which started with mid-end commodities, is really not easy to transform into a high-end route. Judging from the distribution of retail outlets only, about 24.3 percent of the retail outlets of Bosideng Group’s brand down jacket business are located in the first and second tier cities (that is, north to Guangshen and China’s provincial capital cities), about are still located in the third-tier or below cities.
Recently, Bosideng’s high-end Dengfeng series down jacket products (ranging from 5800 to 11800 yuan), which are labeled as Canadian goose, have not successfully broken through from the sales data on Tmall. Local unisex wear and sportswear brands are still blocked and long on the international road.
In the past two years, the news of Chinese local unisex wear and sportswear brands going to sea is endless. After acquiring the local market, how to truly establish a firm foothold overseas by virtue of the hard strength of product quality and the soft power of brand culture has become the next problem for Bosideng.
In the meantime, brands such as Bosideng, Li Ning, Anta and PEACEBIRD successively entered the international fashion week. The “national tide” has become a major way to meet the needs of young consumers, and the domestic manufacturing industry uses Chinese culture to enhance brand influence.
In addition to international platforms such as international fashion week, international sports events are also important scenes for brand exposure in the process of internationalization. Nike is the most famous for this application. Because the main sports series products are highly relevant to sports, Nike is good at promoting products or brands through sports activities, signing potential sports star Michael Jordan, sponsoring Olympic Games, World Cup and other competitions, planning sports topic marketing such as “breaking2” is an example.
Bosideng’s previous attempts in the sports field have achieved remarkable results. How to further find a marketing strategy suitable for the development of his own brand and put every step into practice is worth thinking about.