Bosideng Follow The "Tmall Sea" Landing In Australia, The Effect Is Obvious.

Zhao Liming, director of e-commerce project, is in a good mood recently.

According to the world clothing and shoe net, in July this year, Bosideng followed "Tmall to sea" to land in Australia, because the southern hemisphere's seasons are opposite to that of China.

Finally, from selling the down jacket for half a year, it became a "burst money".

It's sold all year round. "

Previously, through the fast selling platform of Ali, Bosideng just recovered the "lost territory" Russian market.

"Before, because of the local market confusion, Bosideng withdrew from Russia.

But now, through fast selling, Bosideng from China has once again become the favorite of the Russian people.

Zhao Liming disclosed that from time to time, Russian consumers were leaving messages on the fast track, saying Bosideng was the best eider they had ever bought.

To this end, Bosideng set up a cross-border electricity supplier group last year, with dedicated personnel to take charge of related businesses.

In fact, Bosideng has conducted a series of international attempts overseas, mostly promoted by the entity store mode, and the effect is not satisfactory.

5 years after its opening, the British flagship store in Boston, 18 Morton street, London, began adjusting at the beginning of this year.

At the same time, the expansion of brand in Italy market is still in the initial stage of "stagger".

However, now, through the fast selling platform, and following the "Tmall sea" landing overseas market, Bosideng saw the new possibility of internationalization.

Bosideng's international attempt

As early as 2009, Bosideng proposed the "internationalization" strategy.

But in reality, it is not easy to achieve the "internationalization" strategy.

In Bosideng's responsible person, Bosideng's "fumble" in overseas markets also reflects the general confusion of Chinese brands.

To take the British market, Bosideng is faced with various problems including localization, international talent and so on. When brand selection is opened up in a physical store, it becomes a high cost business investment.

In 2012, Boston bought a 7 storey building that used to be a bar into a flagship flagship store in the 18 Morton street, London, and spent 35 million pounds (315 million yuan) on the decoration.

Bosideng flagship store, 18 Morton street, South London

"To truly internationalize and enhance the brand image, it is better to do something sensational."

A former executive of Boston said.

And Boston chose to open a store the day before the London Olympics, which is a truly sensational event.

It can be said that from the very beginning, Bosideng spent all its efforts in building an international brand.

Considering the seasonality of down garments, in order not to allow the nearly flagship store for half a year to be in the "idle state", the brand sells mainly the men's suit, including the suit, in the flagship store, rather than the "fist" product of the enterprise.

British traditional conservative "gentlemen" character, so that they are not particularly willing to taste, especially in the face of a strange relatively high price of the Oriental brand.

Moreover, the British people are always fastidious about their clothes. They like tailored suits. In London streets, they sometimes see tailoring shops tailored for people.

Although business expansion is not satisfactory, from the perspective of financial investment, the "Tuition" in the UK market has been earned from the appreciation of the building.

Data show that Bosideng building market value is now 51 million 420 thousand pounds (about 440 million yuan), asset appreciation is obvious.

Recovering land lost Russia with lighter mode

In China, Bosteng is the brand of a relatively early pformation of electricity providers, and began to exert its business in 2008.

Last year, Bosideng group's electricity business revenue amounted to 1 billion 200 million yuan, this year is expected to have a greater breakthrough.

In the domestic market, Tmall contributed more than 90% of turnover to Bosideng, but in overseas markets, Bosideng was unable to find a suitable electronic business platform.

Previously, Bosideng, in North American and European markets, usually took part in local exhibitions, met dealers, made direct mail advertisements, and published information on social media such as Facebook and Twitter to brand exposure and expand the market, but the effect was not satisfactory.

Last year, when he entered the speed station, he unexpectedly recovered "lost territory" Russia.

As early as 90s of last century, Bosideng began to explore the Russian market.

For a brand dedicated to down garments, no market is as attractive as Russia. It is not only vast, but also winter long for half a year.

In the late 90s of last century, in Russia, where the material was relatively scarce, the cheap and fine down garments from China became the local hot commodities.

However, due to the confusion of the Russian market, especially the complicated customs and customs procedures, and the tariff disorder, many Chinese companies have to turn to the so-called "customs clearance company" to carry out "grey customs clearance" in Russia.

Finally, after many years of struggle, Bosideng withdrew from the Russian market as a whole.

Today, about 60% of orders received by Boston are from Russia.

Bosideng's official thinks that compared with the traditional offline mode, it is obviously a lighter and lower cost trial and error mode to speed up the overseas market through speeding selling.

Zhao Liming believes that the most valuable value of fast selling is the data and the analysis behind it.

Taking the Russian market, Xiao 2 will tell the brand according to the detailed data on fast selling, which styles are popular in Russia, which colors are very popular in China, but Russians may not like them.

"There are still some differences in consumption preferences. For example, the Russians are tall and prefer the larger version of the style. They do not like to cultivate money, but also have a deeper color. Chinese people like to cultivate their own body and light style."

Zhao Liming said.

Knowing the preferences of local people has become the secret of Bosteng's high-speed growth in the Russian market.

Previously, through local distributors and physical stores to understand customers' preferences, not only did the data collected were not comprehensive and complete, but they could not provide Bosideng with decision-making and sales decisions.

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In the Australian market, the electricity supplier has done the thing which the entity shop cannot achieve.

A line store will take a long time to cultivate a regular customer base.

Even big names like Zara and UNIQLO will take 2-3 years to get Chinese consumers to know them at the beginning of their entry into China. Let alone Bosideng, a brand that has not yet foothold in the international market.

Take the Australian market as an example. If Bosideng opens its own stores in Australia, there will be no big sales in a short time.

But through Tmall, Bosideng suddenly radiated to millions of Chinese in Australia, and through the constant exposure of the platform, Bosideng's brand was able to gain popularity in a short time and get a surge in volume.

Tmall launched the project in June 12th this year, officially launched by mobile Taobao, serving nearly 100 million Chinese people living overseas, providing official logistics pshipment for consumers in 104 countries and regions, and providing local payment services in Hongkong, China, Taiwan and Singapore.

At the same time, in order to solve all kinds of pain that Chinese businessmen can't sell to overseas markets without foreign trade experience, Tmall launched a set of "nanny" services, including exchange rate conversion, cross currency payment to shipping and pshipment, and overseas marketing promotion.

Businesses do not have to do any work in these areas, and without extra operating costs, they can achieve "one shop selling the world".

"We feel that this way of going to sea is more efficient and more secure."

Zhao Liming said.

However, Zhao Liming also pointed out that the overseas market is by no means the place where the brand is used to flick the bill and clear the stock.

As Bosideng collected more and more data and became more and more aware of the local market, the brand would consider launching the unique style suited to the local market to further enhance brand awareness and reputation.

"After all, we need to make the brand go to sea, not just sell it."

In this regard, Bosideng also believes that such an e-commerce platform such as speed sell and Tmall can provide more help to the brand.

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