What Is The Focus Of Value Innovation In Clothing Industry?

"The key point of all value innovation lies in innovating effective supply to better meet consumer demand."

Bosideng chairman Gao Dekang said.

He said the background is that the garment industry as a typical manufacturing industry is facing many pressures, such as weak demand, rising costs, market saturation, electricity supplier shocks and so on.

He believes that China's manufacturing can no longer indulge in traditional low-cost competition, instead of focusing on brand building, quality improvement, fashion creativity and management innovation.

So in 2015, Gao de Kang called out the slogan of "new starting point to start business again", guided by "meeting the needs of consumers and internal and external customers", and comprehensively promoted the pformation and innovation of brand, business and management, and built a high-quality and efficient platform based enterprise.

Indeed, consumers are changing too fast.

"Now people's living standard is high, and the demand for high quality consumption increases year by year. This is the potential of economic growth," he said. "Consumer value or quality should be our belief."

So in 2015, Bosideng established the brand positioning of "fashion + quality + warmth", and integrated color, innovation and top quality into the brand DNA. The main idea was to "play tricks, live out their own" theme of "warm love season", push the new products of autumn and winter, such as feather down, heat storage and feather down, and display down fashions and fashion with quality innovation and reputation.

A typical example is the innovation of Bosideng autumn feather series products.

To drive the expansion of the market space and industrial development of the down jacket Market, we won the first "China Light Industry Excellence Design Gold Award".

The functions of regenerative and warm lining, three functions of external insulation, and heat storage and locking are endowed with a unique quality of Bosideng products.

At the same time, Bosideng and 47 textile, chemicals, synthetic leather enterprises launched "textile supply chain green manufacturing industry innovation alliance" to promote green growth.

Thus,

The United Nations Industrial Development Organization (UNIDO) has been awarded the title of "five star enterprises in China's industrial sector to fulfill its social responsibilities".

On the other hand, they also introduced Kawada Chino template instead of skilled workers, and the efficiency of the same process increased by 60% when the number of workers was reduced.

At the terminal, Bosideng also increased the intensity of change.

First, the introduction of SAP management system, and efforts to implement retail store coordination project, Bosideng Mens O2O smart store, WeChat "micro shopping" and so on, forming online and offline integration development.

In the summer of 2015, Bosideng billboard quietly occupied the crowded area of Milan subway station, airport, business center and pportation hub.

This is a major strategy for Bosideng to link up the "one belt and one road" initiative, and leveraging the Milan World Expo in Italy to integrate Chinese dress culture and original design with the world.

In fact, Boston is already in Germany, Italy, France, Spain,

Among other 8 European countries, more than 400 high-end brand collection stores were sold, and in 2015, the export of independent brands went against the trend, rising 24.63% over the same period last year.

In addition, they have deepened pnational cooperation with Japan's Itochu group and South Korea's SMARTF&D company. With the help of partners' diversified industry experience, abundant global resources and excellent design ability, they have made efforts to expand the new business growth points of school uniforms, outdoor and children's wear.

After decades of development, Bosideng began to pform.

In 2015, "double eleven" last year, Bosideng's total network sales exceeded 206 million yuan, an increase of over 56% over the same period last year.

Among them, Tmall flagship store sells 122 million yuan, selling Fourth women's clothing category.

The trading index is the first place in the two months of Tmall in the row.

Of course, they are still playing with creative marketing, promoting new products in six major cities such as Changchun, Suzhou, Shanghai and Hangzhou in the way of Pop-up Store, attracting new consumers through interactive experience and entertainment games.

And online, they shut down business in time and poor performance and overlapping sales outlets, the proportion of proprietary stores now nearly 40%.

This time, it is a new attempt.