Bosideng Earns 700 Million Strength in O2O Retail Transformation

The Bosideng Group recently disclosed its annual results announcement as of March 31, 2014. According to the announcement, during the reporting period, Bosideng’s overall revenue was 8.24 billion yuan, and its annual profit was 702 million yuan. Which down jacket business with 37.8% of the market share of stability in the industry leader, rather than the down business rose slightly 1.9%.

Bosideng CEO Liang Xuhui said that 2014 is a very critical year, because this will be Bosideng's “a year of comprehensive transformation and upgrading and deepening reform”. Bosideng has full confidence in his future even in the face of a sluggish market environment. As the most well-known down apparel brand in China, Bosideng has a high market penetration rate. Currently, there are more than 10,000 sales outlets in the country, and consumers can not ignore brand power in their minds. What the company has to do now is to upgrade its brand in the current market environment. As an industry leader, we hope to play a role in accelerating the transformation of the apparel industry from a more extensive management model to a refined one. Through transformation and upgrading, it will be closer to consumers, enhance brand image and vitality, and consolidate and extend brand advantages.

Liang Xuhui said that since 13 years, Bosideng has already started the transformation, upgrading, and deepening of reforms. One of the important changes is to optimize channels and increase the proportion of directly-operated stores. So far, the proportion of Bosideng outlets has reached about 33%. In the short term, the increase in the proportion of directly-operated stores will increase the cost of Bosideng, but Bosideng is confident that it will increase store management through modern management methods such as information and logistics. effectiveness. In the long run, the increase in the proportion of directly-operated stores will have long-term positive impact both in terms of brand image enhancement, internal process management, and O2O layout.

For the O2O concepts that are quite popular in the industry recently, Bosideng stated that O2O will definitely be an important direction for the apparel industry in the future. Bosideng has also started to explore and try in this field and will establish a common CRM and VIP management system for the group; Actively invest in the market development of wearable carriers, broaden online sales channels, establish online brand operation plans through data analysis, and explore online and offline interactions. Bosideng’s large number of directly-operated stores will become Bosideng’s heavy weapons for the development of O2O models. At present, each of Bosideng’s direct-operated stores will be a solid foundation for future O2O business, while new codes such as QR codes and WeChat marketing will be available. The model has also been incorporated into the development plan.

Gao Dekang, founder and chairman of the Bosideng Group, said that as a founder, he is confident in the future of Bosideng. Based on his experience, the industry will experience a difficult and challenging time every 10 years. In 2014, we once again ushered in a crucial moment. True gold is not afraid of fire. It is the ideal of Bosideng to be a century-old brand. I will lead the team in this direction and make unremitting efforts.