Establish the four seasons product transformation strategy "down jacket - Bosideng - clothing", referred to today, "down jacket", people will naturally think of "Bosideng" Bosideng successfully occupy the "winter clothes king," the customer's mental resources. However, as an outstanding representative of the strategic driving mode of the Chinese apparel category, Bosideng also has the worries of happiness: the product is seasonal and the market profitability is obviously affected by the climate. In the recent years, he has been aggressively dissatisfied with the high ambition of "building a famous brand and prospering the country and serving the country". In recent years, he actively promoted Bosideng to expand its territory in the quaternary field. The brand innovation is undoubtedly he overcalling, the king of the market war sword. Peter Drucker said: The purpose of business is to create customers. High Dekang believes that the positioning and shaping of the brand are not controlled by the wishful thinking of the enterprise and must be formulated according to the customers' mind, competitive environment and their own advantages. Bosideng to break the single product, single mode structure, market incubation brand to the brand to create the market, we must intentions to create the target consumer groups infiltration of the brand culture and personality brand, and patience and lasting interaction through new brand positioning Customer's heart. As a result, high Dakang established four seasons of product transformation strategy, strengthen product mix adjustment and brand optimization combination of multi-brand, professional and international promotion from the down jacket to men's, women's and other non-seasonal products, the horizontal extension of the constant rejuvenation of the brand vitality. "Today, for the younger generation, Bosideng Men can think of, or even the first thought, should not only be down jacket." Gao Dekang said it will fully integrate its brand positioning, design and development, channel approach to ensure product style and different, Meet all levels of consumer demand. In the next three to five years, it plans to upgrade its non-down jacket business to 30% of the total sales and transform itself into a world-renowned operator of well-known integrated clothing brands. Turning to the ongoing four-quarter expansion project, Goldman was very calm and understated, and he expressed his reluctance to boast of great business success before boasting. "Brand innovation is a long marathon where there is no endurance or patience and we believe there are miracles in our dreams and perseverance toward the goals we have set for them and we will be able to reap the good results."
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