Bosideng "Four Seasons" Development Bottlenecks

Recently, Bosideng insiders said Bosideng had begun to intensify its efforts in the construction of women's wear, and invited Japanese trainers to train women's clothing department to enhance their product operation and brand management capabilities.

"New starting point, re start" is the slogan of Bosideng developing women's clothing brand, and also a symbol of its "four seasons" strategy further advancing.

Bosideng group's main business is the "down" brand as the representative of the down garments, according to the 2013 fiscal year report shows that as of March 31, 2014, Bosideng income of 8 billion 238 million yuan, of which the brand down clothing income 6 billion 57 million yuan, accounting for 73.5%.

But this core business is facing enormous challenges.

Not long ago, Bosideng's earnings warning showed that in the financial year ended March 31st this year, the income and net profit of the company's down garment business had a serious decline compared with the same period last year, because the performance of the traditional down jacket sales season before the Spring Festival did not meet expectations.

Another reason is to sell stocks, and the company consciously reduces the production of new products.

The main business is in the doldrums and the inventory remains high, so Bosideng finally began to push forward the strategy of "four seasons".

Independent analyst Ma Gang analysis of garment industry believes that Bosideng's revenue structure has been too single, and its down season has strong seasonal and substitutability. In order to reverse the declining trend, the strategy of "four seasons" is inevitable.

Reporters visited Bosideng financial report shows that in fiscal year 2013, Bosideng non feather down business sales amounted to 1 billion 300 million yuan, accounting for 15.8% of the company's total revenue, compared with the 2012 quarter of fiscal year 10.2% increased slightly.

But as the new business line of the group, the non down down business is not very stable.

In the first half of fiscal year 2014, the proportion of Boston's non feather down business in the company's total income dropped to 14.7%.

It is understood that Bosideng non feather plate is mainly supported by Bosideng men's clothing, Jesse, Mogao three brands, of which Bosideng non feather plate is the largest contribution to Bosteng men's clothing.

According to Boston's interim results in 2014, its men's business revenue was 112 million yuan, up 16.4% over the same period last year.

However, compared with the two brands of Mogao, the contribution of Jesse and Mogao was somewhat poor. The former's income increased by 9% compared to the same period last year, while the latter decreased by 2.7% over the same period.

In order to further realize the strategy of "four seasons", the development of women's clothing is uncertain.

We began planning to develop children's clothing business.

4 at the end of the month, after the introduction of new investors, Bosideng CEO Gao Dekang announced that the brand of children's clothing would be listed by the end of this year.

In the face of frequent seasonal movement of Bosideng, the outside world seems to be not optimistic.

It means that Bosideng first needs to solve the problem of internal management before carrying out external expansion. "We can clarify our current management problems before we talk about expanding other businesses."

It is understood that in addition to Boston CEO Liang Xuhui before, Bosteng has left several executives, family management family management, "airborne" professional managers are very difficult to put a good idea down.

It is understood that after Liang Xuhui left, 63 years old.

CEO will be re appointed as Boston, and he said he will cultivate successors in the enterprise in the future.

Reporters repeatedly contacted the interview, but as of press release, Bosideng did not give a reply.

In Ma Gang's view, "if the enterprises use people who are familiar with themselves, not those who have the ability and dare to reform, then the problem of Boston will never be solved."

According to the Research Report of Zhao Yin international, the whole non feather business department will have a net loss in the 2014 fiscal year of Boston.

This also means that Bosideng has a long way to go to break through the bottleneck and achieve "four seasons" development.