Mention Bosideng, I believe many people will think of down jackets, but few people know that it started production of men's clothing in 2004, and has been showing a strong competitive momentum, sales at about 50% annual growth rate. In Europe and the United States market, as China's only "world brand", Bosideng has opened hundreds of sales offices and specialty stores. However, for many domestic consumers, compared to Septwolves, Rimula, good news birds such national brand of men's clothing, Bosideng's men's brand reputation is not loud, Bosideng director of marketing Mr. Wan million to accept the "advertisers" interview, said : "This is in line with our prominent promotional attributes in the previous period. There is a strong imprint of brand attributes over the past decade. This has given consumers a conceptual understanding of a single product. We all need time to change consumption And recognize our concept of a 'Four Seasons' integrated apparel brand. "On July 15, Bosideng men held a brand strategy launch in Beijing's Bird's Nest to announce that musician Lee Hom Wang became the Bosideng men's brand ambassador. Bosideng brand head Gao Dekang announced Bosideng men will speed up the pace of internationalization, and with the help of five years in the international market, the advantages of design, research and development, information, and actively explore the domestic market.嵇 Wanqing told advertisers that Wang Lihong's youth and fashion focus on the taste and perception of life and Bosideng's brand concept is very fit, its international influence is also conducive to the promotion of Bosideng men's brand. In order to better adapt to the market demand, Bosideng men's clothing changed the previous position of "business and leisure men's clothes", made great adjustments in the product structure, and launched the "fine business", "simple office", "COOL leisure" Sports "four product lines, in the design and development more inclined to fashion, age groups to further expand. "Our goal is to be committed to building a world brand that belongs to China, from the current development point of view, the domestic men's brand has not fully reached the brand base to the high-end level, more high-end consumers will still be willing to accept some Overseas brands, we also hope that through such a market process, and slowly let the brand to the high-end direction, "To this end, Bosideng advertising on the television media, in particular, chose to match the business elite to watch the time to play the product Advertising, and "Mr. Fashion" published Wang Lihong endorsement ads, in addition, Bosideng will also hold a fashion conference, Wang Lee Hom's concert to promote the men's brand. At the same time, in order to speed up the internationalization of Bosideng, Bosideng will occasionally invite famous designers from France, South Korea, Hong Kong and other places to conduct on-site guidance to enterprises, and will also send designers to France and Italy to study, attend international professional exhibitions, Collect popular information, absorb artistic nutrients, so as to ensure the advanced nature of product research and development. In addition, Bosideng will also introduce world-class "buyers" to participate in the design team, and in cooperation with internationally renowned design companies in Shanghai, Guangzhou and other places to set up design studios, the Chinese elements of the classic national style and European fashion Combination of embodies the "Chinese and Western" unique style, so as to enhance product quality and competitiveness. For Bosideng brand extension strategy, apparel marketing and strategy expert Sun Jujian said Bosideng brand extension will help reduce seasonal fluctuations in down jacket and enhance business stability, and can use the existing brand awareness and channel appeal rapidly To maximize the brand value, but if Bosideng try to rely on existing brands to create a more high-end men's products, there will be a greater risk, because it will be adversely affected by the existing market positioning and brand potential, or even dilute Consumers in the past for Bosideng down jacket psychological cognition, thus giving other down brand to create the opportunity to catch up. He suggested that if you have to do high-end men's clothing, businesses can start anew, create a new concept of high-end men's brand, at this level and then consider brand content and enhance the grade, or use the current economic crisis, the direct impact of acquisition of a foreign two Three men's brand to domestic operations.