On February 26th, Bosideng held a 2018 strategic results conference at the Shanghai Center. At the meeting, Bosideng released its annual record: omni-channel retail sales exceeded 10 billion, and mid-to-high-end growth exceeded 500%. Gao Dekang, Chairman of Bosideng Board of Directors, said: "In 2018, the Bosideng brand returned strongly and won the attention of mainstream consumers. At the same time, with the power of the brand, the channel and product upgrades have been achieved, and the ideal results have been achieved."
Bodden Board Chairman Gao Dekang
Strategically upgrade brand-driven growth
Bosideng has been focusing on the down jacket industry for 42 years and is selling well in 72 countries including the United States, France and Italy. However, with the change of consumer groups, the competition of the four seasons brand and the foreign brand, Bosideng, which is focused on making good products, is slightly silent due to the lack of active communication with the mainstream people.
In 2018, Bosideng kept up with the market demand, joined hands with Junzhi Consulting to introduce a competitive strategy, adhered to the strategic policy of “focusing on the main channel, focusing on the main brand, and shrinking the diversificationâ€, and achieved the mainstream by improving channel power, product strength and communication power. Rebranding the market value under the market demand, activating the “down jacket expert†awareness in the hearts of mainstream consumers, and winning the contrarian growth under the economic winter and warm climate.
Xie Weishan, Chairman of Junzhi Competition Strategy Consulting
Mr. Xie Weishan, Chairman of Junzhi Competitive Strategy Consulting and Bosideng Strategy Consultant, commented that “Bosideng’s achievements are a miracle in the history of human clothingâ€, and its contradictory growth can be summed up in one sentence: the people who win the hearts of the world.
Join hands with CCTV to pass on brand value
Bo Jindeng executive director and senior vice president Qi Jinsong expressed his feelings at the press conference: Brand aging is a common problem faced by many Chinese companies. Fortunately, Bosideng discovered the blind spot in time, seriously studied the customer's feelings, and quickly made adjustments.
Bo Jindeng Executive Director, Senior Vice President
Looking back at 2018, one of the major adjustments that Bosideng made was “spreading powerâ€: drastically carrying out communication reforms and restructuring the media matrix.
In August 2018, Bosideng cooperated with CCTV. After only one month, Bosideng teamed up with Focus Media to launch a strategic cooperation of “detonating the mainstream and activating the brand†to achieve the two major media layouts in China.
Bosideng & Focus reached strategic cooperation
The traditional media represented by the central government has the advantages of high coverage and high credibility. The elevator media represented by Focus Media has the characteristics of high arrival and high matching to the mainstream population in the city. By teaming up these two head media resources, Bosideng delivers the brand's own professional quality and value to consumers.
Detonating mainstream people to activate brand cognition
The mainstream people have the characteristics of high education, high income and high consumption. They attach importance to quality, brand and taste, and contribute 70-80% of urban consumption power. They are not only opinion leaders and word-of-mouth people of brand consumption, but also the vane of market consumption. Win their choices to win the competition.
The mainstream population of 300 million cities covered by the Focus Elevator Media, the daily average of 500 million people in the mainstream, has gradually become the core kinetic energy of the brand.
In August 2018, Bosideng and Focus Media reached a billion-dollar and strategic cooperation, first releasing the latest brand story in more than 60 major cities in the Focus. In just two months, the well-known Bosideng was a big hit. The mainstream people in the city saw Bosideng’s black technology materials in elevators such as office buildings, and opened the Tmall homepage, even before they got off work. See Bosideng's new advertisement in the elevator poster in the apartment community. During the boring waiting time, I will discuss the brand with my companion family and discuss the style...
In the closed space of the elevator media, the advertising time of just a few tens of seconds seems to be unremarkable, but this way of integrating life trajectories day after day will have a wonderful chemical reaction in the customer's brain, and Converted into real market feedback: Bosideng achieved a mid-to-high-end sales growth of over 500% in 2018. According to Ipsos data from the world's top three market research organizations, Bosideng recognized 93% of consumers and established “ The cognitive advantage of Bosideng = down jacket has become the first brand of down jacket in consumers' minds.
The detonation results are outstanding and favored by customers.
In addition to Bosideng, Focus Media seized the offline traffic entry with the advantage of “mainstream, must-have, high-frequency, low-interference†by covering the core scene of elevators. In 2018, it also detonated such as Ruixun Coffee and Fast Dog Taxi. , Yuhong waterproof and many other brands.
Coincidentally, another domestic brand, Feihe, also broke through 10 billion in 2018. Feihe has a brand detonation path that is almost identical to Bosideng: drastically transforming and transforming, selecting the Focus Elevator Media, spreading its ingenuity to the 300 million mainstream people, and finally winning their choice.
In 2017, Feihe will use the Focus Elevator Media as an important communication position to seize the mainstream market in the first and second lines. It has played a beautiful turn-around battle: high-end sales growth exceeded 200%, and overall sales growth exceeded 60%. In 2018, Feihe took the victory and pursued it. It continued to exert its strength around the mainstream crowd and increased the distribution of media in the Focus. In November, it was the first to complete the sales target and became the first brand in China's infant milk powder industry to break through 10 billion!
In fact, as early as Bosideng and the Focus reached a strategic cooperation of 100 million yuan, Bosideng Chairman Gao Dekang said that "Fengzhong Media's precise audience positioning and strong brand detonation force, Bosseng's sword refers to 100 billion, building high brand core competitiveness, starting from To the crucial role. Now, before the brilliant results, we can fully believe that Bosideng will create a billion-dollar enterprise with strength and reputation, and lead Chinese brands to make breakthroughs on the global stage.
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