Bosideng, a down jacket brand once well-known to Chinese consumers, has encountered unprecedented difficulties in the market in recent years. Bosideng's marketing expenses remained high, but in exchange for dismal sales and declining word of mouth. Is Bosideng's premiumization strategy really effective?Is Bosideng's path to internationalization really smooth?Has Bosideng's brand image really improved?Is the quality of Bosideng's products really up to the mark?Is Bosideng's service level really in place?These questions are worthy of our deep consideration.
Bosideng's high-end strategy is actually a wrong choice. Bosideng tried to improve its brand image and popularity by raising the best grades, holding fashion shows, and placing advertisements, but these practices did not achieve the desired results. On the contrary, Bosideng's strategy made many consumers feel unworthy, Bosideng's fashion show made many consumers feel disdainful, and Bosideng's advertising made many consumers feel unconvinced. Bosideng ignores a basic fact, that is, premiumization is not simply about raising prices, but about providing high-quality, high-taste, high-service products and experiences. Instead of doing this, Bosideng put itself in an awkward position, unable to attract high-end consumers and losing low-end consumers.
Bosideng's internationalization journey is actually a difficult process. Bosideng tried to open up overseas markets by presenting its products and image in the international market, but these practices did not bring much profit. On the contrary, Bosideng's internationalization strategy has made many consumers feel uncomfortable, Bosideng's products and image do not match the aesthetics and needs of foreign consumers, and Bosideng's marketing methods are not in line with the Xi and culture of foreign consumers. Bosideng ignores the fundamental fact that internationalization is not simply about going abroad, but about understanding and adapting to different markets and consumers. Instead of doing this, Bosideng has left itself in an isolated situation, unable to integrate into the international market and losing the domestic market.
Bosideng's brand image is actually a broken mirror. Bosideng tried to enhance its brand value by creating a high-end, international and fashionable brand image, but these practices were not recognized by consumers. On the contrary, Bosideng's brand image has caused many consumers to feel inconsistent, Bosideng's products and image do not match its publicity and positioning, and Bosideng's brand and image do not match its quality and service. Bosideng ignores a basic fact, that is, the brand image is not simply created, but built and maintained through long-term accumulation and precipitation, as well as interaction and communication with consumers. Instead of doing this, Bosideng has put itself in a false situation, unable to win the trust of consumers and lose their loyalty.
The quality of Bosideng's products is actually a hidden bomb. Bosideng tried to meet the needs of consumers by providing high-quality products, but these practices did not satisfy consumers. On the contrary, the quality of Bosideng's products has made many consumers feel uneasy, and Bosideng's products have been found to be unqualified in the random inspection of the market supervision department many times, and Bosideng's products have repeatedly had quality problems in the use of consumers. Bosideng ignores a basic fact, that is, product quality is not simply said, but must be guaranteed and improved through strict quality control and testing, as well as timely after-sales and processing. Instead of doing so, Bosideng has put itself in a dangerous position, failing to protect the rights of consumers and damaging its own reputation.
Bosideng's service level is actually an Achilles' heel. Bosideng tried to increase consumer satisfaction by providing a high level of service, but these practices did not impress consumers. On the contrary, Bosideng's service level has made many consumers feel disrespectful, and Bosideng's service personnel have repeatedly had bad attitudes, rough language, and rude actions in their communication with consumers, and Bosideng's service process has repeatedly failed to fulfill promises, unclear rules, and untimely handling in transactions with consumers. Bosideng ignores a basic fact, that is, the service level is not simply done, but through professional training and management, as well as sincere attitude and action, to demonstrate and improve. Instead of doing this, Bosideng put itself in a bad situation, unable to retain the hearts and minds of consumers, and lost the reputation of consumers.
Bosideng's high-end road has come to an end, Bosideng's internationalization road has come to a dead end, Bosideng's brand image has come to a cliff, Bosideng's product quality has come to a cliff, and Bosideng's service level has come to hell. Bosideng needed to re-examine its strategy and execution, reposition its brand and market, re-engineer its products and services, and regain the trust and support of consumers. Otherwise, it will be difficult for Bosideng to survive in the highly competitive apparel industry, let alone become the light of domestic products.