Bosideng, a brand with a history of 100 years, is walking on thin ice for the development and production of down jackets. However, they never expected that it was not the down jacket of their peers that defeated them, but the post-00s!Young people are always full of unlimited imagination, they pursue fashion, pay attention to quality, and pay more attention to the story and value behind the product. It is this change in consumption concept that has plunged Bosideng into a crisis. Bosideng's success is not accidental. As a leading brand in the down jacket industry, they have been committed to technological innovation and quality assurance. However, these traditional advantages are a bit inadequate when it comes to young people.
The post-00s are much more sensitive to fashion than other age groups. They focus on individuality and uniqueness, and are a bit outdated for traditional down jacket designs. In their eyes, Bosideng's products are just a tool to keep warm, and they can't meet their needs for fashion and individuality. In terms of brand communication, Bosideng did not make full use of the power of social networking. The post-00s generation is the main force of social **, and they understand and grasp the right to speak in social **. However, Bosideng's image on social media is not clear, lacking freshness and interactivity. At the same time, some emerging brands have not only gained huge attention through the vigorous promotion of social **, but also successfully shaped their own fashion image.
Bosideng's product pricing is also slightly more premium than that of other competitors. The consumption concept of the post-00s generation is different from that of the previous generation, and they pay more attention to cost-effectiveness and practicality. They think that with the same warmth effect, why not choose a more people-friendly competitor?As a result, Bosideng's products have lost a lot of market share among young people. Young people also have different priorities for brands. The traditional Bosideng brand image focuses on history and quality, which is far from the needs of the post-00s. Young people are more pursuing the attitude and sense of mission of the brand. They hope that by purchasing a product, they can convey their concern for environmental protection and social responsibility. And Bosideng's efforts in this regard are not enough.
All these reasons combine to make it difficult for Bosideng to withstand the impact of the post-00s. However, this does not mean that Bosideng is doomed. On the contrary, it is a wake-up call. Bosideng can address this challenge in a number of ways. First of all, they need to pay attention to the needs of young people and develop more fashionable and personalized products. It can innovate in terms of design and color, break the shackles of tradition, and meet the pursuit of fashion by young people. Bosideng should strengthen its brand image on social media. Increase attention and attract more attention by interacting with young people, organizing fashion events, etc. At the same time, increase investment in social ** marketing to build a closer connection with young people.
In addition, Bosideng can also improve its market competitiveness by adjusting its product pricing strategy. You can think about promoting it to the market at a low price to attract more young consumers. At the same time, through innovative materials and processes, the cost-effectiveness of products is improved, so that consumers can feel the difference between Bosideng and other brands. Bosideng can also strengthen the brand's sense of social responsibility and attract young people through environmental protection activities and public donations. This not only enhances the brand image, but also builds empathy and emotional connection with young people, increasing brand loyalty.
In the face of the impact of the post-00s, Bosideng needs to think about how to adapt to the consumption needs of young people from all aspects. Only by keeping pace with the times can we be invincible in the fierce market competition. In the long history, although Bosideng has encountered challenges again and again, I believe that they will be able to withstand the wind and rain and rejuvenate themselves!