No Bosideng, really did not Chinese down the gangster.

Hello, everyone next to the audience,

Welcome to the thirteen aunts of this period:

- the theme of the current period -

Reiterate again:

"No Bosideng, really did not Chinese down the gangster. "

How do I say this?

Don't say "national chiefs down", the peak period of Bosideng, called "Yuhuang" and "feather God" is not too much.

1995.

Other domestic brands are still playing down or mud, or also honest to warm down when doing it, Bosideng has more than warm, more grasping the quality of design.

The velvet is a good one, and the cashmere is from 60% to 90%, and the down jacket is thinner and warmer. It was a surprise to make the older generation of the 90s heavy weight.

The color fabric to the cutting, all added the fashion design, can say the leather our country feather unfashionable life. Let the weight of the 90s weight, and the non - fashionable parent consumer group is more pleasantly surprised.

So 1995:

A new Bosideng was robbed empty. 680 thousand pieces of sales have been sold, and 16.98% of the country's market has been snatched.

1995, Bosideng become "gangster down".

1995 is definitely a good start, because it's been nearly 20 years since.

Bosideng not only smooth, but also increase.

Especially 1998.

Sold 2 million 200 thousand pieces of Bosideng began embattle. The establishment of "xuezhongfei" and "cold" and "KangBo" and other price line sub brand, to win more consumers.

1998 sit down, Bosideng gangster bit.

This is the beginning of the year, and to support the team Chinese Bosideng title, send yourself to the top of Mount everest;

We also expedition the north and south poles with the Chinese team, which is the only brand in China to climb the world's three pole.

It's 2003 - 2005.

Bosideng once won the CCTV standard.

In the eyes of the people who relied on authority, especially the common people of CCTV and the national team,

It is a myth,

The number of stores and the sales of the single product can go to about three million,

It's not a boast to call yourself a world famous brand.

And then to 2006.

1/3 of the world's almost all from Bosideng down jacket.

2007.

Bosideng, landed in Hongkong stock exchange.

After such a domestic bull force, it is necessary to move forward abroad.

So 2008.

Bosideng started planning overseas.

Start! Of course, start.

It's not inflation, it's the same time brand wants to be more aggressive.

The inevitable move.

You think:

In view of the splendid view of Bosideng at that time:

After 2008, domestic prosperity, policy support, capital is abundant, has brilliant Bosideng also tied to home?

Of course, we should go to the international market to see, learn and break through.

By now flop view, Bosideng

The peak could not continue, what is the next consumer choice, Bosideng do not know.

If you don't go abroad, you'll get flop, so it's better to go.

I have face on my face and go abroad. Secondly, if sold, back, not only his face, Chinese brand more surface.

So, you see the same period Septwolves and lilanz, which escapes into foreign?

So, Bosideng with Britain's Green Woods company (Greenwoods) cooperation plan within 4 years, the British set up hundreds of men's clothing store. At first in the Suffolk and Lincolnshire first opened two stores.

Why went abroad to become men's wear, not down down?

Bosideng is indeed to dominate the China down, but it is also aware of the limitations of non globally applicable down. For example, the London winter wear woolen coat and jacket can.

The two generation is Bosideng menswear brand Bosideng led by Gao Xiaodong, when the country has matured.

The main business and leisure men's wear, with the global applicability, makes it easier to walk on the international road.

But there's basically no water.

2012.

In the UK real estate downturn, Bosideng bought in London, plus renovation, investment of nearly 35 million pounds.

But the store, in any case, opened the day before the opening of the London Olympic Games. Bosideng hope:

"Doing the same quality men's wear with Hugo Boss and Marc Jacobs", the design team is almost European. "

President Gao Dekang also went to University of Oxford to make a speech.

"Imagine the young people living in Shanghai, what's the difference between the daily consumption choices and the rest of the rest of the seats?

Eat McDonald's, drink Coca-Cola or Starbucks, wear Nike shoes, play online games on Warcraft, go to H M or ZARA to buy clothes.

If not a Bosideng international famous brand, it may not appear in their closet, as now it has not become your first choice of clothing. "

Gao Dekang probably didn't know this by the media as a "first private entrepreneurs China figure, Chinese brand added transformation of high-end" speech, at the time it is national pride.

Indeed, many British students and expatriates to the London shop is very happy. But they said they wouldn't buy it.

It turns from pride to self - hi.

Although the design and product quality of the British media are superior, the price is not so expensive with the similar brands in the UK.

But China students and expatriates are not Bosideng customers, it is only a sense of belonging to the country, not true intimacy.

But Bosideng marketing not him, how could you not know?

But it is already hard on the scalp, and can only hit it.

Go public in the domestic Chinese mid-range routes to Bosideng, high-end men's image appeared in Europe behind, is less than 10% China making clothing store, part of the clothing of origin from Italy, the design team is also europe.

In the face of foreign Bosideng past.

Take the action first.

In foreign countries, the propaganda is in place. But at home, it started flop.

It is also 2012.

ZARA and H M have racked their brains to expand the Chinese market.

The performance of Bosideng reached its peak.

Thanks to 2008-2012 years, it is the peak of China's retail industry for 5 years.

At the end of 2012, the international brand in China started a real fight.

It was also the beginning of the year.

The seemingly brilliant Bosideng, flop.

(2017 x eleven double, Bosideng hip-hop singer Li Daben hip hop)

Bosideng，

Is the national down big guy still mixed up?

You

Although 2009.

Bosideng men and women, has acquired even children's clothing brand, also own fast fashion brand, to enrich the product line, restructuring and internationalization.

But it's clear that when 2012 of the international brands come together, they are still flop.

2012 is the turning point of bosideng.

The brainchild of bosideng,

In the next three years, it's all in the doldrums.

So we also give up the purchase of men's wear and women's clothes, terminate the cooperation with foreign brands, and close the shop.

Especially 2015.

Refresh the Chinese retail records, closed more than 5000 stores, the decline in performance, Lianzhong real shareholders also in shock sinking so fast.

Fortunately, while self-help arm,

It's more possible to try.

2016.

Work with Disney.

You

Together with the former chief designer of the former men's clothing of Moncler, a new image is created.

You

The anti - allergy, anti - allergy, anti - mite and environmental protection upgrade of Japanese science and technology ecological antiseptic BOSTECH is also a new product.

This year is eleven.

Please have the "China" fire up my hip hop lee made "Daben tide level" warm, super brainwashing.

You

MV hits 100 thousand in two days.

Hand in hand to the Iqiyi travel program "roll earth".

You

There are no outdated Disney elements, sometimes popular hip-hop elements, a designer with a red brand, and a program with a red platform.

Of course, can get along the bosideng,

But what does it get to do with it?

After all I see is, age 41, age of 25 Bosideng is changing,

But I still use the thinking of being a feathers as an entity store.

Grafted what is known to young people.

This small step within the scope of security, for Bosideng speaking, every step may be like a small adventure like not easy; for the main consumer of young people, every step of the way, but not cut to the heart is not fun attempt an ineffective solution.

So I feel that the hot fire, in fact, does not have much attention.

(2017 x eleven double, Bosideng hip-hop singer Li Daben hip hop)

"There is no national Bosideng, feather gangster. "

Once,

Now more.

You

Now, again like Septwolves Bosideng, who, like their parents and remember things.

They are similar.

It was born in 1976. In fact, it was born in 1976, but a sewing machine for processing people in the rural areas of Jiangsu.

Later in 1992 registered the Bosideng, from the homonym of "Boston", with President Gao Dekang to the United States to fight ambition.

In the nearly 20 years of mythological time.

The small workshop was born, became a trump, expanded, and went abroad.

And then get out of air.

At the same time also have the same problem septwolves.

Even the problem of management is similar: a generation of aging, helping the two generation of successors. Bosideng Gao Xiaodong became the executive director of the group.

Rather than Septwolves, Bosideng's problem is more obvious:

In the main business, there is also a competitor GAP, BOSS down jacket as a substitute, but also the main manufacturer of North Face and Columbia. So it:

It has always been the role of a producer.

It's not the role of the branded person.

So there is always a shortsightedness: production is big, and it becomes a brand. This is a good way for the father, when the material demand is strong. In this era of exuberant choice, it must not work.

You see the worst of the feathers are Moncler and Canadian geese, and what it does is to sell down the down to summer.

It takes the psychological needs and shapes the brand.

Therefore, China's biggest down brand, famous brand, national inspection free products, are only the low-level prerequisite of the quantity.

Now the public is in need of more senior must go the heart brand building.

So the production is big, can be a brand,

The middle is also bad for a high - level brand.

But, not to look back at today's perspective, Bosideng strange it, blame it is brilliant, the expansion of non business, down into foreign, not practical to shape their own brand.

This group of old brands including Bosideng, do not blame it. The expansion of funds, how to enter foreign national Bosideng also shoulder the mission.

So I think:

Most of the parents in the card, Septwolves lilanz Qipai Rimula';

Most of our school brand, Smith Barney, sea orchid house YISHION,

Neither must be eliminated.

They made a detour, fault, can even survive in circumstances beset with troubles internally and externally, the volume is large enough. In other words, the foundation is stable, but the lack is just the management of the right.

H M. The impact of ZARA, UNIQLO is indeed great, but as long as their roots in the domestic market to stabilize, after all bonuses are mighty wave crashing on a sandy shore, their.

So don't hurry.

You see, the current performance of Bosideng, has picked up, also said to be a multi category brand development way of life.

Not only sells down clothes, men's wear, women's clothes, children's clothing, but also in the development of home market. We should optimize the store, improve the brand influence, and strengthen the intensity of communication.

Bosideng may know the direction,

Or that they know the direction of septwolves.

But how to the crowd, for each have their own Bosideng, even if we do not know.

But we have to look forward to point well, looking forward to Bosideng up.

Because without it, there will be no national feathers.

It used to be, and now it is.

(2017 double eleven x MV hip hop lee Bosideng Benz)