Image source @visions China
Wen | 20 Society, Author | Zhao Xiaotian, Editor | Luo Lizhen
The advertising position of the subway channel is also changed.
Xiao Yan stands on the side, the khaki’s standcase blocks the neck, the thin fabric makes it difficult to doubt, this looks “more windbreak, better than the coat”, can say “warm and style of warmth” as advertising words ?
“It seems that human high quality men are worn out”, and the laughing girls in a hurry, leaving such a comment.
It has a hundred years of history of windbreaker. It is the military camp dress that resists soldiers to the cloudy warfare; now gradually go to the public, becoming a classic single product of British wind. Now, I have added a downholus named “The world’s first”, so that the original bloated winter down jacket has become the vassal of the autumn windbreaker, and it seems to be able to have two, fashion and cold.
Indeed, this windbreaker and the Classic windbreaker of Burberry are somewhat suspicious, but it also has its own legitimacy – Bosideng invites the Burberry’s former design director to fierce this product, which is the original British style.
However, from the sales and status, this series of windbreaker down jackets did not like the hot and luxurious “Big Goose” in the past few years, “winter boy uniform” north, and there is also a new winter trend in the workfall down jacket. Holding the “global first” windbreaker down jacket, why didn’t you be an imagination?
01
Not exploded new concept
“Sure enough clothes, I have to look at the face.” After the next few screens, I have a model appearance, I finally appeared a no P figure, the ordinary male without filter, wrote my own comment.
In Bosideng’s Tmall flagship store, this “Xiao Wan with the same paragraph” 3599 yuan men’s windbreaker down jacket, monthly sales 400+. The 5990 yuan, only 89 people pay; non-Xiao Fan’s short windbreaker down jacket, even if the price is 2799 yuan, only 68 payments.
The same is the same as the same paragraph, 1899 yuan puff, the long jacket monthly sales 5000 +, 2139 yuan of tooling jacket monthly sales 1000+.
Obviously, the little flying man selectively rushed to more practical and affordable styles. However, there is no doubt that the first month of the store is 9000+ is still 369 yuan “14-color thin men’s jacket”, 180 / 94A’s filling is 79g. Compared with the same, the price turns a fast 10 times the windbreaker down jacket, and the number of filling grams of the same size is only 74g. It can be said that from warmth, the gap between the two is not so big.
Why is the number of filling volumes, the price is much higher than other than other? In the face of such a question, the clerk in a Bosidend offline is hesitating, answering, “fabric, the fabric is different.”
On the page introduction of the windbreaker down jacket, “the wind and rain fabric that will breathe” is a propaganda selling point in the countertop.
“I don’t pay attention to the fabric, warm and practical.” Aoxing tried through the store in front of the store was clear to the fabric. ” He was interested in the style, and finally did not buy this down jacket, “too thin, there is no sense of security.” He can understand that this is to maintain the slight version of the windbreaker. But it eventually prevents him to order the factors, or the price.
Axing works in the bank, often worry about how to wear a decent in winter. One go to winter, he can only put a down jacket of the drum capsule outside, but also plug in a small suit. “If the price drops into Ole store, I will consider.”
Moreover, he believes that this will soon usher in this opportunity: Axing bought a Bosideng prices on the down jacket last year, to this spring this year, Ole Store has been discounted to six hundreds of hundreds. He said, “If you don’t buy it correctly, you will buy it.” For the prolidity, whether we wear a new day is not important, warm and affordable is in place.
But Bosidenden obviously does not want to stay only in “warm and affordable”. It still resolutely enforces the plan to return to the first-tier city, spend a lot of money and the international designer. But at the same time, it has limited capacity to the inventory, often discount, low price, and loss brand value. On social media, the discussion of the “anti-season bought down jacket” discussion is always better than “Whether Bosideng changes” highlights.
This also illustrates that in the hearts of young consumers, Bosideng is still not over-high-end positioning. From a design perspective, this innovative design really touched some consumption psychology that wanted in winter, but the person who was able to accept is a few.
Moreover, it seems that “foreign monk” does not have much to imagine the needs of Chinese consumers. For example, there are consumers in Xiaohong books that the windbreaker down jacket is yellow, “very picking people, people who are not white for skin color.” Everyone’s slots are also concentrated in: the version is pressed high, the strange bubble sleeves, and the abrupt black buttons.
“I spent 300, I can buy it, Bosideng is not worth this price.” In the winter, I received 2999 yuan of boyfriend’s 2999 yuan Bosideng’s new down jacket, and the little read is unhappy. ” The double-layer design made her feel strange, imagined very thick clothes to touch thin, the style is “very pressing”, she is intended to retreat.
“Let me spend more than 1,000 to buy a definitely good-looking down jacket, or very well wearing, I am willing.” “Zhou Xiaoxue like a child, the value is a consideration factor before the effect. Moreover, the choice of ladies down jacket is more diverse. Some of the Taobao, the group purchase on Weibo can make her use four or five hundred, or even lower prices, they can buy a down jacket, the number of more than 150g of grams, and the color is also more cost-effective.
If it is a higher price, there are more dimensions in the offline choices. The 26-year-old Cindy wardrobe has four or five of the different duvet, the price is more than 1,000 yuan. Most of them are jnby, flying birds and new fish, Broadcast and other fashion women’s brands of winter models.
“Cold, you can accept; soil, complete.” Cindy said, in winter or wear cashmere coat, or only buy fashion brands down jacket.
02 尴尬 high end
“Young people are willing to buy goose is in order to have faces, install B, who wants to buy Bosideng?” After 29, Chen Xiao passed the subway advertising window, full of questions. He does not understand the domestic brands that have been everywhere in three or four-tier cities, how can the price increase the price to this level?
Chen Xiao’s confusion is the epitome of mass psychology to Bosideng’s brand positioning.
The fakes in the Canadian goose market, even have produced the quality distinction between “Guangdee” and “Jiang Zhejia”. But this does not affect the public’s favorite. At the beginning of this year, # 加 大 大 断 断 # 热 搜 话题, 230 million readings. With the contrast of it, the Bosideng, which is hot, is similar to the “shouting” sound similar to the # Bosideng down jacket.
“Bosideng does not sell Burberry brand value, down jacket sells Burberry shirt price.” Little red book, there is comment saying this. But even such an evaluation is just awkward. After all, Bosideng is only 140,000 + notes. With the contrast, Canada Goose 340,000 + note, 900,000 in the north, even the unordered the unordered the down jacket, “Uniqlo Down Jacket” has 170,000 + sheet notes.
Just at the end of this year, the Canadian Goose was punished because of the “not returned”. In the voice of “calling domestic goods”, Bosideng as a well-deserved leader, once again pushed to the stage.
From the joint tide card, sponsoring variety show, to the launch of 10,000 yuan “extreme cold” down jacket, it is not difficult to see that Bosideng also wants to borrow national revival winds, in the consumer psychology, a comprehensive brand upgrade.
On the one hand, the Boside’s main line continues to increase, and the secondary line strategy is implemented, and the medium and low price down jacket is transferred to the snow, but also uses more adaptive sales channels: live.
The effect is frustrated. During the reporting period, the snow in Snow was about 11.2 billion yuan, up 9.5% year-on-year. The financial report shows that the last half of the year of the Bosideng brand exceeds 95% of the hanging revenue from the live broadcast. In mid-October this year, the snowfall brand flagship store cooperated with the official service provider, and the first month of GMV broke through 6.8 million, and became the second place of the women’s clothing brand in the fast-moving business shopping festival.
But on the other hand, can Bosideng expect high-end roads to walk smoothly?
From this windbreaker down jacket, even if the fans are large, the “top flow” of the goods is strong, but in the down jacket, “a winter is only a new one or two” items, can then The fans of “impulse” are not to buy more than 26 spokespersons for their own brothers. Some of them can prove other categories of my brother’s strength.
Moreover, the traffic and risks of the traffic have always been coexisting, and it may be guilty of another wave of people. For example, after L’Oreal replaced the spokesperson, Gong Jun’s fan will protest with “Never buy L’Oreal”.
From the local brands that grow up in the public consumption market, we want to impose the international first-line market, and test the ability to operate long-term operations. Once, Bosideng is to enter the sinking market, and solve high inventories, encourage dealers to open the store in the Third and fourth lines, specializing in large sale, indoor selling factories such as discount stores, factory stores, towns and towns and remote areas.
The past channel sinking help Bosideng sells more goods, but past history also hinders the Bosideng brand image upgrade. At least, “three steps and a big goose, five steps, north,”, there is no shadow of Bosideng in winter scenery.
03 line front
But in the end, Bosidenden may not be so much this “fist product” sales.
The “Global First” concept of the windbreaker down jacket thrown out, this once mass brand, how can the status of consumer psychological status can rise a few points. Just like a price of “extremely cold” down jacket, will there be an ordinary public to buy? unimportant.
“The high-end price strategy of Bosideng is actually a means. It is necessary to pass the information to the outside, it has already had a leading ability in the local down jacket industry.” Shoes and clothing industry brand management experts, Shanghai Liangxiong Brand Management Co., Ltd. General Manager Cheng Weixiong evaluation.
Cheng Weixiong believes that the local high-end down jacket market has a sufficiently large market space. “This part of the market has been occupied by the international brand. As a local down jacket leading brand, Bosideng still has the opportunity to win the favor of local high-end users.”
According to market forecast, it is expected that the market scale of China’s down jacket in 2021 is expected to exceed 160 billion yuan. It can be imagined that the market size of 2000-7000 blank price band will be more than 10 billion yuan, the market space is huge.
Three consecutive winter, Bosideng is “expensive” hot search, and it is also the epitome of domestic down jacket “upgrade”. In 2018, 2018, the Boske’s brand price increase was as high as 30% to 40%, and the Bosideng, who was deeply closed, found a second growth curve.
After 2018, Bosideng’s “high-end” strategy gradually became effective. In September of this year, Bosideng boarded the New York Fashion Week, using “牖” as a series of themes, using Chinese elements and forms such as pane, ink, “” China’s god rhyme in design “, is the only place to board the fashion Weekly domestic down jacket brand. Is this a bit more eye? In the same fashion week, China Li Ning also officially opened the pace of “national tide”.
In 2018, the international brand Canadian Goose opened the Nuggets from China to China, and opened two stores in Hong Kong and Beijing. In the next three years, Canada’s goose continued to expand, and there were 13 stores in the Mainland.
Asia, especially the contribution of Greater China’s goose in Canada is undoubted. In fiscal 2021, Asia has become the largest market in Canada’s goose revenue. CEO Danny Riss said that the growth of Q2 (2021 to June-September-September-September-September) is mainly due to the growth of global e-commerce channels and the performance growth in Greater China.
According to the data, the scale of the Chinese down jacket industry is about 150 billion yuan to grow at about 10% growth. The luxury market in more than 5,000 yuan is monopolized by Canada and Moncler, and there are many players in the mass market below 2,000 yuan.
For the leader of the Chinese market, if you eat more than 2,000 yuan or more, 5,000 yuan or less, you can achieve the overall jump of the brand. Moreover, there is only such a brand potential and product capacity.
“We are the mass brand. In these years, the Bosideng has been developing around how to make the entire brand to the high-end direction.” Bosideng interim results, Bosideng said, in the next three years, will mention more than 2,000 yuan, price segment The strategy of movement will be unswerving.
“We always grasp a principle that Bosideng is not a high-end brand, which is a popular brand, but we have to make it high-end, so it must be based on the judgment of the actual situation, to make more accurate price positioning.” Bosideng Brand Division The president Yan Jinsong emphasized.
Zheshang Securities In the newspaper, the release of this windbreaker down jacket is expected to further help Bosideng to enter the 3000-5000 yuan high-end business market. The medium-term report showed that Bosideng will continue to deeply cultivate 13 new first-tiered cities, through the speed of opening the direct sales, and has expanded this unpleasant blue sea market, which has greatly enhanced the proportion of sales from the new first-tier cities.
In the first half of 2021/22, the Bosidera from the Yingdian shop increased to 1809 further improvements, and the retail outlets operating in third-party dealers accounted for 45.2% and 54.8% of the entire retail network. In the total retail outlets of the Group’s brand down jacket, about 31.0% is located in one, second-tier cities, with about 69.0% in the three-wire and below.
“Return to a first-tier city needs to pay the price, and it takes time to accumulate. The ability to compete. “Cheng Weixiong said.
