Interview With Gao Dekang, Chairman Of Bosideng

"P", as the largest down garment retailer in China, Bosideng has a 40% market share in the market of the "a href=" //www.sjfzxm.com/news/index_c.asp "down coat" /a. Goldman Sachs recently pointed out in Bosideng's investment rating report that Boston's strong pricing power has surprised the market. Goldman Sachs predicts that the sales of down clothing will grow by more than 10% in the next three fiscal years. However, in Gao Dekang's mind, there is a "Bosteng dream". Bosideng does not only need to make a strong down garment business. His goal is to make Bosideng an internationally famous multi brand integrated garment operator. < /p >
< p > < strong > seek suitable M & A opportunities < /strong > /p >
Following P's acquisition of zhe Mu Shang at a price of 2 billion yuan, it is reported that nine Mu Wang will embark on a series of expansion plans. Brand mergers and acquisitions have become one of the main ways of breaking through and changing market share and expanding market share. < /p >
< p > > a href= "//www.sjfzxm.com/pioneer/" > GAO de Kang < /a > said that Bosideng has also been paying close attention to the high-end men's and women's wear brands in the market, and understood the development trend in order to find suitable acquisition opportunities. In Gao Dekang's view, the current market environment is relatively low, clothing companies need to carefully consider acquisitions. < /p >
< p > at present, Bosideng has four brands of "down top", "snow fly", "KangBo" and "Bing Jie". Bosideng has developed four seasons business on the basis of down garments. It is understood that Bosideng, through acquisitions and self creation, also has men's brand "Bosteng men's clothing", women's clothing brand "Jesse", "Rui Qi", casual wear "Mogao". < /p >
< p > Gao Dekang said that in the future Bosideng will also choose the clothing brand that can make a beneficial supplement to the group's non feather down board. In the acquisition of brand, Bosideng will mainly consider whether the price of clothing brand is reasonable, whether it has development potential, the professional degree of management team and the degree of integration with Bosideng group. < /p >
At the same time, Gao Dekang pointed out that Bosideng will continue to integrate the resources of the non down garment board and enhance the proportion of the business in the group. P < /p >
< p > < strong > strengthening direct battalion ratio < /strong > /p >
< p > Bosideng 2013 financial report shows that as of March 31st this year, Bosideng has 13009 stores, a net increase of 4665, mainly in franchise stores. Gao Dekang believes that direct battalion is a trend of future retail, and Bosideng is also actively developing outlets. Direct stores can increase gross margins for retail sales, and help to display brand image and products, and effectively control retail (display, service, etc.) to increase the business efficiency of stores. Gao Dekang said that at present, Bosideng is still in the exploratory stage in setting up direct stores, and the group has made an in-depth study on how to enhance the image of the store and formulate the standard of retail operation. < /p >
< p >, however, Gao Dekang pointed out that at present, Bosideng will also focus on franchising stores. Gao Dekang said that over the years, franchisees have established a huge sales channel for Bosideng, so that Bosideng has a high market penetration, and the franchisee's rich sales experience and local resources provide a guarantee for the steady growth of Bosideng's performance. < /p >
< p > in order to strengthen the operation and management of franchisees, Gao de Kang said that Bosideng set up a regional sales company to make overall planning and effective control of the franchisees in the region. "Bosideng through the inspection and analysis of the channel, formulate a reasonable proportion of direct and franchise, to ensure that the group's sales channels are at a reasonable level." < /p >
< p > < strong > let the brand "go out" < /strong > /p >
Besides P's efforts in brand management and business mode, Gao de Kang said that enhancing brand awareness and portray "Bosideng" in the market is also an important part of future group development. < /p >
< p > last October, "a href=" //www.sjfzxm.com/news/index_c.asp "Bosideng < /a" opened the first overseas flagship store in London, mainly selling high-end men's clothing products named "Bosideng London" series. Gao Dekang said that except Bosideng's down jacket business, the rest of the "Bosideng London" products were all designed by European designers and made in Europe. Gao Dekang pointed out that Bosideng's overseas business development ideas are Chinese brand, local design, global procurement and localized marketing mode. < /p >
< p > it is understood that in order to further expand the overseas influence of Bosideng brand and provide market coverage. In December last year, the flagship store in Bosideng began selling "Bosideng London" series of clothing through the Internet, and plans to further expand to the whole European market. < /p >
< p > in Gao Dekang's view, the overseas market is the only way for the brand to "go out". Gao Dekang said that at present, Bosideng's flagship store in overseas mainly focuses on brand publicity, first establishes the brand's awareness in the international market, develops products suitable for foreign consumers, and sets up professional management teams. < /p >