Ice clean down jacket victory

Backed by Bosideng's R&D strength, Bing Jie has a unique advantage.

Bingjie, which is known as “young and stylish”, has emerged in recent years. In 2008, it doubled its profits and became a brand in the Down apparel brand. It became one of the fashion down apparel brands selected after the 80s and 90s.

When the autumn breeze began in 2009, the brand new Bingjie 09 hit a 100% increase in sales over the same period for several consecutive weeks in Beijing, Shanghai and other places.

What is the secret of Bing Jie's success? "The leader, not the follower, is the way to victory." Gao Dekang said.

Bingjie is the brand of Bosideng. Since 1996, Bosideng has been insisting on investing 3-7% of sales in design and R&D each year. This proportion can almost match the R&D investment of high-tech industry, far higher than China's. The average level of the apparel industry and the textile industry. Backed by Bosideng's R&D strength, Bing Jie has a unique advantage.

Bingjie's market segmentation is accurate, taking the post-80s and post-90s groups as target consumer groups. According to the characteristics of their needs, Shen Jianfeng, the company's general manager, proposed that Bingjie should be a fast fashion communicator in the down apparel industry. Fashion elements come from Europe, South Korea and other markets that have the most acute sense of fashion, and they have strong R&D and design teams in Beijing, Shanghai, Guangzhou and other cities to ensure the freshness of their products. Every winter, the elements of international popularity are reflected in the ice-cleaning products.

At the same time, Bingjie keeps its product fabrics fashionable. It has introduced anti-winding, water-blocking, and tear-proof fabrics from Taiwan and Japan. The accessories are popular. According to the styles, the buttons and sliders are developed, similar to the “Bird's Nest” and “Water Cube” buttons. Very stylish and elegant; down and healthy, with anti-mildew, anti-mite, anti-odor function.

Gao Dekang said that in the next three years, Bingjie will gradually introduce four seasons of products, and will use Bingjie as a clothing brand with winter fashion down apparel and four seasons clothing as the supplement. In addition, Bingjie has more than 60 agents and more than 3,500 specialty stores in more than 20 provinces and cities in the country. In the future, Bing Jie will continue to make efforts in the construction of sales terminals.

For the current status of a large number of down apparel enterprises playing the fashion brand, Shen Jianfeng believes that fashion is not fashionable, and it takes consumers to have the final say. Only companies that truly master the “fashion password” can laugh at the end.

In 2009, according to the market dynamics and brand positioning requirements, Bingjie designed a product that is more popular with consumers and has more market prospects, further clarified the brand positioning of “young, stylish, dynamic and wonderful” and strengthened “ “Brands with a dream and more exciting” concept highlights the marketing strategy of 'unstoppable Korean flow' and gradually reflects the professionalism of the brand of ice-cold feather down apparel. Based on brand positioning, and focusing on consumer needs, "One positioning, two development, three assessments, four screenings, five selections, and six adjustments" have done a good job in product development and achieved a powerful combination of the accuracy of brand positioning and the objectivity of market demand. "Let the agents be located in any area Can find more suitable products for consumers."

The new products of Bingjie from 2009 to 2010 include three series of dynamic fashion, classic nature and exquisite business. “The seasonal sales of down apparel are strong and the sales time is very short. Once these products are put into the market, small brands must follow suit. It's not at all." Shen Jianfeng said.

With respect to Bingjie’s strategy of attaching importance to design and promoting fashion, people in the industry agree. For the market outlook of down apparel, analysts said that the per capita penetration rate of down apparel in Japan reached 103%, the United States reached 87%, while China's only 5%, this gap is the future market potential. As more and more companies realize that, compared with celebrity endorsements and advertising investment, the “internal strength” of product quality, design research and development, and sales terminal construction are more important, and more limited funds are invested in these areas. With the new round of industry reshuffling, innovation, marketing, quality, value, etc. will increasingly receive attention, and a new industry outlook will accelerate.