In the first half of the year, there were 88, 347, 73 and 53 stores in the clothing of AI Ge, seven wolves, nine Muwang and card slave road respectively. This movement, which started with sports brand, has spread to leisure brands, men's wear, women's wear, down garment brand and even the whole industry.

The overcapacity, inventory backlog and over expansion of the retail network in garment industry are bringing challenges to the garment industry. As China's first brand of down garments, Bosideng is experiencing a downturn in down service business.

　　 Bosideng slash off Franchised store

According to the interim results announced by Boston, the group's revenue increased slightly by 1.4% in the first half of September 30th. It increased by 2 billion 849 million 500 thousand yuan from 2 billion 809 million 200 thousand yuan a year earlier, while net profit dropped 22.5%.

It is understood that in the past six months, the total number of retail outlets of the company's down garment business has decreased by 3436 to 8216 in March 31st, of which 304 of the retail outlets have been reduced by 304 to 3519. The retail outlets of the third party distributors have been reduced by 3132 to 4697. However, the proportion of direct outlets has also increased from 32.8% at the end of March 2014 to 42.8%. Bosideng's non feather down clothing business has also been adjusted. During the reporting period, the total number of retail outlets of the company decreased by 114 to 1049 compared to the end of 3 in 2014. Among them, the total number of men's wear retail outlets decreased by 51 to 541, and the total number of Jesse brand retail outlets decreased by 5 to 221. Mogao brand The total number of retail outlets decreased by 31 to 287.

In a short period of six months, the number of stores in Bosideng dropped from 8216 to 3436, which means that it closed about 19 stores a day in half a year.

　　 explore O2O mode

Like other clothing brands that are exploring transformation, Bosideng is also exploring ways to get through online and offline sales channels.

Bosideng said that during the period, the group has realized the sharing of goods under the 19 sales areas in Shanghai, Beijing and other countries, that is, the online orders will be shipped and returned in the near future, thus shortening the delivery time.

Bosideng said that this line of online sharing has enriched the product line of online sales, and has also improved customer shopping experience. It is estimated that Bosideng will also allow about 30% of e-business orders to be delivered through offline delivery in the current fiscal year.

In addition, Posen also tried to develop on the mobile end e-commerce, that is, using WeChat end activities to sweep the two-dimensional code, encouraging consumers to download the online shopping end and becoming a member; on the other hand, using member data to promote the promotional activities of the entity store, to achieve the mutual promotion of online and offline platforms.

Bosideng has expressed its determination to transform. It shows that in the process of economic restructuring and industry integration, it will inevitably bring short-term shocks to the industry, but this is also a good opportunity for enterprises to review their business and enhance their own capabilities. Bosideng group will enable business to keep pace with the times through changes so as to enhance the competitiveness of enterprises and enable enterprises to achieve healthy and long-term sustainable development.