Bosideng Menswear: The Double Tactics of Product Channel According to Gao Dekang, president of Bosideng Group, the shift from single down jacket manufacturer to integrated clothing brand operator is the proper meaning of Bosideng, a world famous brand in China. As the group's core business well-nurtured at present, the Bosideng men's wear brand "famous for its door" seizes two "main contradictions": product structure and quality expansion of terminal channels. The "successful sale of good products," has also become a Bosideng men Trader Gan Liming heart of the simplest business philosophy. CFW = China Fashion Weekly "China Fashion Weekly" G = Gan Li Ming, Jiangsu Compro Garment Co., Ltd. General Manager CFW: 650 million, Bosideng Group buy generous Compo Bosideng men's business, causing great concern in the industry. G: For the Bosideng Men's Business segment, the success of mergers and acquisitions is undoubtedly a win-win move. For the men's business, standing on the platform of listed companies, he will be more abundant funds available, while maintaining a relatively independent corporate governance structure, tend to be optimized, the talent will be more attractive. In addition, "Bosideng", a world famous brand, adopts the strategy of "Four Seasons Products" through the deep extension to the menswear business segment, which will make the brand more inclusive and rich in content. CFW: From the positioning of Bosideng men, there is a gradual dilution of the concept of "business and leisure" signal. Is it? G: "Business Casual" is just a partial reflection of Bosideng's men's style. In 2009, one of the brand strategies of Bosideng men's wear lies in positioning itself as the "life of grade" men's clothes series, that is, according to different daily life scenes, Life "," leisure life "and" outdoor life ". On July 15, 2009, Bosideng men's clothing will release three life series products at Beijing Bird's Nest, and Wang Lihong will interpret Bosideng's full range of life shows. CFW: In addition to reflect the product design style, there will be reflected in the terminal store it? G: In addition to the tag on the product tag, in the terminal display, will be the three styles of display area and the corresponding cultural background elements are different, Bosideng Men hope to guide consumers to understand the different occasions, dress culture and aesthetic standards, This is the responsibility of Bosideng as a leader. CFW: How to ensure Bosideng men's "design" skill? This will largely determine the grade of "taste men". G: In addition to occasional invitations to famous designers from all over the world to communicate on site, Bosideng men's clothing is also actively cooperating with the top European design teams and sending outstanding designers to Europe for study tours. In addition, Bosideng Men's Top Ten Fashion Outs Magazine, but also for men's cultural import provides a window. CFW: This year for the expansion and optimization of terminal channels, will continue Bosideng 2007 men's "gold franchise stores" to promote the idea. G: This year will increase the adjustment of terminal channels. For brand franchisees with strong brand awareness, we will step up our efforts to support them more conservatively and lack of market experience. We will consider timely adjustments to our direct-to-business model. In 2009, we plan to open about 20 shopping experience centers around 1000 square meters in first-tier cities. CFW: It seems that the products and channels are still two major strategic Bosideng Men's focus in 2009. G: The two key goals are to sort out the "brand positioning" and maintain an effective "terminal expansion." Bosideng men in the reasonable control of production costs at the same time, under the foot in the quality of effort to provide more cost-effective products. In addition, while exhibiting strong anti-risk ability in overseas markets, the development center of Bosideng men's clothing this year will focus on the domestic market, especially in first-tier cities. In 2009, Kawakubo Ling, a famous Japanese fashion designer, launched the BLACK COMME des GARCONS, a "limited period brand" specifically targeted at the financial crisis. With "personalized and fair prices" as a distinctive feature, it is Kawakubo Ling vividly called the "emergency brand (emergency brand)." It seems that even the masters of architecture design have to carefully examine the "downward trend in consumption" under the financial crisis and promptly launch the "cost-effective" trump card to stimulate the weak consumer demand. Looking China, you can easily find "cost-effective fashion" has long been a model. Such as Changshu, strong "cost" advantage, creating a win-win situation of the win-win business, while helping them to promote China's most unique industrial clusters, but also make it and the financial crisis brutal dispute appears to be much less . What is the "Changshu-style" cost-effective fashion? In my opinion, there is no staggering price, do not do not match the value of over-packaging, not blind, not radical, unadorned extension to the high end, as close to the needs of the people, focusing on higher production and marketing Rate, shorten the "product" to "product" as soon as possible. This pile of pieces, after all, an industrial cluster of survival. In another perspective, "Changshu-style" cost-effective fashion has its unbearable weight. A strange phenomenon is that although Changshu clothing has a higher production and marketing rate, but it still faces the risk of "image" being underestimated - "embarrassment is not called," so that "Changshu-style" cost-effective fashion can not be like Kawakubo Like Ling can be specified as "limited period brand", which in the default life cycle, you can always withdraw from the pack, but still can include all levels of consumer loyalty. For the former, not to choose the "living skills" ingredients, so that the price of Changshu Cost advantage somewhat helpless. How to reverse this situation? Economic common sense tells us that not all consumers are willing to pay the image premium, while those who are sensitive to quality are more willing to pay a premium than those who are not sensitive to quality. In addition, in order to circumvent the risk of buying other brands, brands with higher popularity get higher premiums. The key to solve the paradox lies in the fine carving of product quality, the unique interpretation of the design, as well as the excavation and creative promotion of cultural connotation. From the three representative interviews with Changshu men's enterprises, Changshu men have realized that one of the mysterious. Bosideng men's clothing, for example, is well-versed in "civilian card" and "brand name," and is achieving a delicate balance between "cost performance" and "image premium."