Bosideng: 300 Million Down Jacket Warm And Anti Epidemic Line, Continue To Promote Brand Upgrading

At present, many enterprises are using actual actions to support the front-line pneumonia. In February 4th, Boston announced a donation of 300 million yuan. In February 5th, the canadian goose announced a donation of 1 million yuan. What do you think?

One, straighten up the backbone of the nation, Bosideng 300 million yuan down jacket direct resistance epidemic line

In February 4th, canadian goose issued a document saying that in order to support the outbreak of the 2019 new coronavirus, Canada goose donated 1 million yuan to the Wuhan Charity Federation. I would like to offer my highest respect to all the medical staff who are fighting for the battle, and work together to fight and fight the disease.

And on the day before, the well-known national feather clothing brand Bosideng said at micro-blog that Bosideng public welfare foundation will donate 150 thousand high quality down garments with a total value of 300 million to donate to all front-line workers in Wuhan, including Hubei and other provinces.

When the epidemic came, Bosideng could do its best to fight the epidemic. It is reported that Bosideng's public donations activities match the needs of hospitals, and the total donation is expected to reach 150 thousand. At present, 80 thousand donations have been completed.

In 2020, most parts of the country were facing the late spring chill. The minimum temperature in Wuhan was nearly 0 degrees per day. In recent days, the cliffs were cooling down in large areas across the country. Bosideng's down jacket was warmed by the heroes of the epidemic everywhere. The recipients of donations said, "they have received Bosideng and are not afraid of cold!" from micro-blog, jitter and other social platforms, we can see Bosideng's public welfare bank. Move warm, touched many consumers.

In addition to donating a large number of down garments, Bosideng set up a protective clothing production line urgently to meet the shortage of medical supplies, showing the social responsibility of leading enterprises. Since February 6th, Bosideng protective clothing production line has officially started. The total number of employees is about 200, and Nissan protective clothing is 1500 to 2000. It is understood that the protective clothing produced by Bosideng will be uniformly allocated by the government and widely used in epidemic prevention and control work at high speed crossing and other special industries.

Two, more than three thousand enterprises donated more than 27 billion yuan, which is worth remembering.

According to Zhong Hongwu, a professor of the Chinese Academy of Social Sciences jointly sponsored by the Press Institute of public journalism, and Wang Jie team of the responsible cloud Research Institute, through the statistics of the whole network, 3413 enterprises have donated 27 billion 690 million yuan as of February 17, 2020. Among them, Tencent, Alibaba, Mengniu, Baidu, Bosideng and other 41 enterprises donated hundreds of millions of yuan, 682 enterprises donated 10 million to 100 million yuan, 2690 enterprises donated 1 million to 10 million yuan.

The new crown pneumonia has caused many businesses, especially offline consumer enterprises, to be hit hard. For example, many clothing brands such as Nike, Adidas, Zara and H&M have announced that they are temporarily closed; the Italy down garment brand Moncler said that since the outbreak of the outbreak, the number of Chinese stores has decreased by 80%; Canada goose has also indicated that the outbreak of the new coronavirus has caused a significant negative impact on the company.

In fact, in recent years, many garment enterprises are not having a good time. Baleno has been sold cheap. JEANSWEST Australia has announced bankruptcy liquidation and La Natsu Bell's thunder. It is very touching that in the case of winter overlay of pneumonia in the industry, even if their performance is also affected, there are still a number of enterprises with social responsibility to join the war epidemic. Such clothing enterprises deserve to be praised and remembered.

According to incomplete statistics, the donations from Bosideng, Anta sports, Hai Lan home, Taiping bird, Lining, YOUNGOR, Semir clothing, and red bean stock have reached 10 million yuan.

Among them, Bosideng's donation amounted to 300 million yuan, which is the largest donation to the clothing industry. Bosideng always has the genes and culture to give back to the society and care for the society. The company actively performs its social responsibilities and makes efforts to solve employment and raise taxes more, so as to promote the employment of about 300000 people in the upstream and downstream industry chain. Bosideng, when the enterprise was very young, donated the "soup lady" to the elderly people for the elderly to warm their hands in winter, and also gave out pension to the local elderly every year. Since 1999, a new modern countryside with 427 Villas - KangBo court has been built for its hometown. Boston donated about 83000000 yuan to the Wenchuan earthquake in 2008. In 2011, it invested 50 million yuan to set up Bosideng public welfare foundation under the direct administration of the Ministry of civil affairs, to carry out relief activities from disaster relief to hope primary school, hope hospital, from revolutionary old areas to spring bud girls, widows and widows, sanitation workers and other public welfare activities. So far, a total of over 1 billion 200 million yuan has been donated to the community, which has benefited 28 provinces, 58 prefecture level cities, 102 counties, 865 thousand and 800 poor people and two Chinese charity awards.

The well-known sports brand Anta and Lining are also social responsibility enterprises. In January 25, 2020, Anta sports donated 10 million yuan cash to the China Charity Federation, and donated 20 million yuan of cold proof clothing and related materials in February 13th. Lining Group donated 10 million yuan to China Charity Federation. Lining Hubei branch donated 1 million yuan and some urgent medical supplies to Hubei Red Cross Society of Jingmen.

The National Men's clothing brand Hai Lan's family donated 7 million yuan worth of new goose down clothing to Wuhan's medical staff against the epidemic. At the same time, it also donated 8 million yuan to medical equipment for the Raytheon hill hospital. Taiping Bird Group donated 10 million yuan to the epidemic prevention and control in Ningbo. The Yichang Taiping bird creative Investment Co., Ltd. donated 1 million yuan RMB; the subsidiary of Chizhou Peng Yuan Real Estate Development Co., Ltd. donated 1 million yuan. In addition, Taiping bird has been working on masks and protective clothing.

The YOUNGOR group has donated 10 million yuan in a targeted way, and is also importing medical equipment to prevent and control the epidemic through the Japanese Itochu Corp, such as detectors and protective equipment. YOUNGOR said that the company has purchased 50 thousand masks for epidemic prevention through its own channels, and follow-up purchases are still in progress. In January 29th, Semir costumes decided to donate 10 million yuan to support the fight against new crown pneumonia. In February 4th, Semir donated 4130 pieces of down garments to the Hangzhou Civil Affairs Bureau, worth 3 million 56 thousand yuan. As of February 6th, Semir clothing has accumulated more than 12000 donating down garments.

Apart from the clothing brands in China, some foreign brands have donated donations of love. The luxury group LVMH donated 16 million yuan, the largest donation by overseas fashion group so far. In addition, sports brand Nike and Adidas donated 10 million yuan respectively. UNIQLO donated 7100 pieces of the total value of about 2 million 520 thousand high temperature and warm clothing, including thick down coat and thermal underwear.

The ancients have "help people, people help them". I believe these brands that will show good deeds will surely get a deeper recognition from consumers and turn the epidemic into danger.

Three, Bosideng continues to promote brand upgrading and debuts in London Fashion week.

Affected by the outbreak of pneumonia, some Chinese brands cancelled the original International Fashion Week activities. A number of media have predicted that "the international fashion week, China faces collective absence". According to China clothing net, 6 Chinese brands were absent in the 2020 autumn and winter fashion week (2.24-3.3) in Paris. 4 of the Chinese brands were absent in the 2020 autumn and winter fashion week (2.18-2.24) in Milan, and 9 Chinese designers took part in the video recording in advance.

But Boston was unveiled in London Fashion Week on February 16th, becoming the first Chinese down garment brand to appear in London Fashion week. This is also the third largest international fashion week in which Bosteng brand has been landing for four years.

It is reported that only 350 guests were invited by the company official on that day, but the seats and seats at the show were full. The Chinese Red elements can be seen everywhere in this fashion show. The Chinese and foreign models are painted with five star red flags, and the national flag is waved across the stadium. Finally, the designers of the links lead all models to "cheer up China" and arouse the audience's response.

During the special period, Bosideng issued the voice of China on the influential international stage, and refueling Wuhan with foreign friends to cheer for China. It not only showed the pursuit of transformation and upgrading of Chinese national brand, but also conveyed full positive energy, fully reflecting the responsibility of a leading clothing and decoration enterprise. With this "epidemic", the brand recognition of Bosideng in the minds of consumers is expected to further enhance, and brand potential will continue to strengthen.

Four. Short term epidemics are hard to resist. Brand growth has limited impact on Bosideng's performance.

Of course, Bosideng's performance and future growth are investors' focus. Relatively speaking, the impact of the epidemic on Bosideng sales revenue is less than the average level of the clothing industry.

The main reason is that the seasonal sales of down garments are quite obvious. 90% of Bosideng's winter clothing down sale has been completed before the Spring Festival. According to past years, Bosideng accounted for about 10% of sales in 2-3 months, which has limited impact on Boston's whole year. According to the announcement issued by Boston, in the first three quarters of fiscal year 2020 (-12 month April 2019), the retail sales of Bosideng brand down garments increased by more than 30%, while the retail sales of other brand down garments increased by more than 40%.

Moreover, Bosideng down clothing line accounts for a relatively high income, 2018/2019 annual online revenue accounted for 23%. In the face of epidemic situation, the company actively adopts live broadcast, community, small procedures, and so on, which will also promote the development of Bosideng online sales. Looking back in 2019, double eleven, double two, Bosideng online sales have achieved good results. Last year, double eleven total channel sales exceeded 1 billion, and its Tmall flagship ranked first in China's clothing brand single store sales. The sales volume of the double two full antenna exceeded 440 million yuan, and the flagship store sales of Tmall flagship store won the first place of Chinese clothing brand.

According to the forecast of the securities dealers, the impact of the epidemic on Bosideng's sales revenue is relatively small, and it is expected to achieve higher growth in the 2021 fiscal year. Soochow Securities said that in view of the low base of the warm winter and Spring Festival in early 2020, the garment industry is expected to have a good performance in 2021. Combined with the continuous improvement of the brand's potential, Bosideng's future growth is still optimistic. Guo Yuan Securities pointed out that the short-term epidemic does not affect the growth of the brand in the future. It is still optimistic about Bosideng's long term brand growth.

This year is the third year of Bosideng's strategic transformation and upgrading of "focusing on the main channel, focusing on the main brand and shrinking diversification". With the overall improvement of brand strength, product strength and channel power, Bosideng is still releasing the bonus of transformation. In addition, it is worth mentioning that based on the confidence in the continuous transformation of the brand and the continuous improvement of its performance, Bosideng will carry out share repurchase if necessary, according to market performance.