Bosideng Ice Clean The Down Jacket Market, Will Compete To The End!

Ice down jacket

Advocating "moderate fashion"

In 2009, as the down jacket market became hot, sales soared.

According to the latest survey report on down jacket, up to 73.26% of consumers have a general demand for their down garments. Only 20.75% of consumers think fashion is very important, and 5.99% of consumers do not think fashion is fashionable.

When buying fashion down clothing, 73.24% of consumers like fashionable feather clothing, but they will not buy it. They think that the down jacket with strong fashion elements will soon be out of fashion.

Experts say that the down jacket is too fashionable, too avant-garde, and will soon be OUT, so more than 7 of young consumers have a liking for moderate fashion.

Gao Dekang, vice chairman of China feather industry association and chairman of Bosideng International Holdings Limited, said that China's down jacket is undergoing pformation from rough processing to brand management. Unlike previous years of mixed competition, this year's reputation and competitive brand will be able to emerge. At the same time, he affirmed that "moderate fashion" will become the mainstream of the industry development.

In this regard, Shen Jianfeng, general manager of ice cream also put forward his own view: Although our target consumer group is a new and new family, but this does not mean that the ice jacket is too innovative in design.

Shen Jianfeng said: "fashion is a kind of innovation, fashion is a kind of attitude towards people's life. Fashion must be spread and applied to consumers. Only moderate fashion is the most popular. Those few people pay close attention to fashion is not the right time in our eyes. Our goal is to enable the public to enjoy fashion, which is just the right fashion."

"Of course, we will still use our brains in refurbishing, and take into account 20.75% of the customers who are more fashionable."

Shen Jianfeng said that the fashion in his eyes is not giving up functionality.

So this year, they are using their brains to develop new products at a high cost.

It is understood that ice cream 2010 new down jacket launched three series of "youth campus", "urban charm" and "romantic feelings". The adoption of international popular fabrics and colors, and design closely follow the trend of fashion trends, can better meet the different needs of young consumers.

Network marketing begins to exert strength

At the same time, the icy "moderate fashion" has begun to show its power on the Internet. According to the online data, the latest online sales of ice cream has been following the Bosideng brand in the whole group brand, which is relatively young with the icy positioning consumer group, and has a price advantage.

"Our e-commerce has just started in 2008 and has exceeded expectations in 2009, and this year it is expected to double that of last year.

The difference between our online sales and physical stores is not very big. In fact, before we enter the Internet, some dealers have opened their stores on the Internet, but at that time, the price they offered was very low, so long as there was a slight profit, the deal was completed. After we intervened, the original distributors were integrated into a unified system.

After taking over, the online store's image packaging and after-sales service are all unified by the company, and the reputation of the brand has been greatly improved.

Bosideng electronic commerce manager Zhao Xuejun said.

According to Zhao Xuejun, in last year's flagship store, more than 90% of Bosideng's brands sold on the Internet are new products, and this year they will strive to achieve more than 80%.

Many down garment enterprises will worry that online sales and physical store sales will "fight" and compete with each other.

According to the survey, 68% of Internet customers last year came from places not covered by exclusive stores, such as Guangzhou, Guangxi, Yunnan, Guizhou and so on, so that both can play a complementary role.

You know, even in the first tier cities, it is still difficult for some white-collar office workers to find franchised stores immediately, but Internet sales undoubtedly provide them with a "shortcut key" for their down coats.

"In our view, those small brands are just like peddlers. After the attack of traditional enterprises, we will take two measures.

One is to strengthen management within the company, and the two is to formulate a policy of dealer alliance.

Standardize the network sales market, including opening flagship stores, providing clothing accessories, regular invoices, and no reason to refund online sales within a certain period.

Zhao Xuejun told the author.