After decades in the high fashion world, Jean Paul Gaultier announced his retirement with a haute couture show in January 2020. Before and after, he cooperated with Chinese down jacket brand Bosideng twice.
Gaultier announced the closure
As the peak season of down jackets approaches in the autumn of 2020, Bosideng is in Shanghai released the “new generation of down jacket” designed by Gaultier. Its inspiration includes the Grand Palais in Paris. It has a very linear waist design. The down jacket also shows the beauty of women’s curves.
Bosideng’s newly signed spokespersons Yang Mi and Chen Weiting were sitting in the front row. The show was not over yet. Bosideng’s tens of thousands of shopping guides across the country had already sent various pictures, texts and videos to their WeChat Moments.
Yang Mi and William Chan watched the show in the front row
“As soon as Yang Mi wore it, sales immediately increased, and customers felt that this style became topical.” In Store manager Zhou Yiting said this in the store of Bosideng’s headquarters in Changshu, Jiangsu.
Yang Mi often drives sales surges
In 2018, Bosideng held a grand press conference at the Water Cube in Beijing.
What is even more dramatic is that thousands of Bosideng stores across the country staged an “overnight label change”. When the sun rose on the second day of the press conference, all the stores had changed their labels. There is a new logo with the words “Best-selling in 72 countries around the world”.
Bosideng once staged a brand change overnight
This incident marked Bosideng’s decision to concentrate on being an expert in down jackets and no longer be obsessed with other fields.
This transformation covers all aspects such as brands, products, channels, etc., and digitalization is the magic part of it. After two or three years of transformation, Bosideng’s 2019 annual report showed operating income of 12.2 billion yuan, a year-on-year increase of 17.4%. The latest financial report covering three quarters shows that the total retail sales of Bosideng brand increased by 25%, which was particularly outstanding in the year of the epidemic.
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An hour’s drive from Shanghai, Bosideng is headquartered in Baimao Town, Changshu, Jiangsu, with a population of The density is low and there are almost no businesses except small restaurants and grocery stores on the streets. Bosideng is the heart of Bosideng with a radius of dozens of kilometers. The factory office buildings are in strict order and spotless.
In this somewhat desolate suburb, the two Bosideng stores in front of the factory are still bustling with people. People drive from all over the surrounding areas to shop, and most of them are regular customers for many years.
In 1976, Bosideng founder Gao Dekang led his relatives and neighbors to open a garment factory in poverty. In the early years, the official language in the factory was the town dialect. Nowadays, all kinds of talents gather and internationalization . This is a listed clothing group with annual sales exceeding 10 billion, and stores have been opened all over the world, including central London.
We met Bosideng Information Director Zhu Aiguo in the office building. In recent years, he has focused on Bosideng’s digital transformation. From what kind of goods a store needs to repair today and how many pieces to repairing, to how much fabric the garment supplier should prepare for this batch, and whether the light bulbs reported for repair by the store are within the free range, digital tools can manage everything.
Bosideng Information Director Zhu Aiguo
Bosideng’s digital construction work in 2020 can be roughly divided into two parts, one part is in cooperation with Alibaba, The other part cooperates with Tencent and has overlap with each other. Alibaba has established a “data center” for Bosideng, which continuously accumulates and analyzes various data to help Bosideng develop deeper insights into customers and make marketing more accurate.
The smart retail department where Tencent cooperates most closely with Bosideng covers more than 3,600 stores across the country. A concept called “private ecology” aims to help stores and customers establish close relationships online. relation.
Private domain ecology is an independent operation position for brands to integrate online and offline. Brands do not have to rely solely on the platform to allocate traffic or temporarily purchase traffic. They have a reservoir of their own. For Bosideng, fans of the brand’s official WeChat public account, users of the mini-program mall, and WeChat friends of shopping guides are all part of the private ecosystem.
In the past few years, Bosideng has continuously expanded its online users to establish its own “private traffic pool.” In 2020, they hope that the sales of the mini program mall can reach 300 million.
Bosideng pop-up store
Fan Lin wore a bright red Bosideng down jacket and red lipstick, immersed in the excitement of the peak season . She is from Fujian and has been working in Bosideng for nine years. She is now the marketing manager of Bosideng Sunan Company.
The period before the Spring Festival has always been the peak sales season. At this time before 2020, the epidemic suddenly struck. “The lights are on in the store and the air conditioner is turned on very warmly, but there is not a single customer. We are the only ones.”In the first financial report, Bosideng explained the group’s approach to the private sector this way: In addition to focusing on traditional e-commerce platforms, it also pays more attention to private channel e-commerce that connects emotionally with consumers. “Based on the ever-expanding private domain traffic pool, create a store model of offline stores and online cloud stores.”
Bosideng Pop-up Store
Private domain The value of ecology has a lot of room for imagination in the future. Bosideng hopes that each store can have more than 50,000 members. Then in the future, various activities can be carried out around the store, such as live broadcasts and press conferences… The stores have their own traffic that can be freely used, and the service model will change as a result, bringing more increments. And looking at all the efforts, the ultimate goal is still to close the deal.
Zhu Aiguo said that he hopes that after two years of operation, the store’s mini program sales will account for more than 8% or even 10%, and the best stores can reach 15-20%. Mini programs and physical store sales are growing together, increasing the overall scale. In the future, Bosideng will no longer rely solely on the increase in the number of stores for growth, but will increasingly explore value from private sector operations. </p
