Boston Is Still Sad. How Can It Be Broken?

According to the annual report, the down jacket business is still the source of Bosideng's biggest income, but it has dropped by 32.6% over the same period.

Bosideng said this is because this fiscal year is the primary objective of cleaning up inventory and optimizing the retail network. The annual production volume of new products has been reduced by more than 10% and the sales season has been affected by the warm weather this year before the Spring Festival.

In the process, Bosideng shut down stores.

As of March 31st this year, Bosideng retail outlets were 6599, a year-on-year reduction of up to 5053, of which 1296 were self operated retail outlets, and third outlets were 3757 retail outlets.

Although Bosideng is actively going to inventory and carding channels, Cheng Weixiong said frankly: "Bosteng must speed up its pformation now."

Cheng Weixiong pointed out that

Boston is the first choice to buy down garments, but now clothing brands are doing the extension of category. Clothing brands have also been added to feather products. This has made Bosideng proud of its down category.

For such a large scale shop, Bosideng pointed out that the closure was due to the inefficient sales network produced in the early years because of the independent operation of the brand, so as to avoid overlapping channels and make the layout of the retail network more reasonable.

This also points out the pain point of Bosideng's previous construction of the channel.

Bosideng, the boss of the down jacket, is also aware of his "crisis".

At the beginning of the year, Bosideng began to reform and merge and integrate its down garment brand from the management structure.

Cheng Weixiong, chairman of Shanghai Liang habitat Brand Management Co., Ltd. pointed out that Bosideng's original down jacket has several brands, but there are some

The difference is not large, integration is inevitable.

In this regard, Bosideng also disclosed in the annual report, the four largest in the year.

Brand repositioning and brand remolding, of which icy and KangBo are repositioned as regional brands, the former is mainly concentrated in Shandong, while the latter is concentrated in Shandong, Hunan and Shaanxi.

In order to reduce the seasonal impact of down garment sales, Boston has sought the development of non down business as long as the garment industry has not yet entered this round of deep adjustment.

In 2009, Bosideng officially announced its march into the non feather down business and acquired the brand of Bosideng men's clothing. Later, it also established the "3+1" strategy with the down jacket as the core and the realization of multi branding, four seasons and internationalization.

In 2013, Bosideng also purchased the G reenw oods Mensw ear96% capital stock of men's clothing business at 40 0 0 million.

However, "four seasons" now seems to have seen little success.

Its down jacket business only achieved 10 .11 billion revenue, down 22.3% compared to the same period last year.

In nearly four fiscal years, Bosideng's non feather down business has the highest 2011/2012 fiscal year, and only 1 billion 347 million.