This does not mean that Bosideng's "Westward Journey" will replicate its tactics pursued in its home market. As the Jing Daily has pointed out in May, the brand hopes to (or appear to be) more high-end market expansion. Most of the products sold in the newly opened Bosideng London flagship store are made in Italy, continental Europe and China. The design of the new store's clothing was carried out by the brand in collaboration with Nick Holland and Liam Gallagher, the two British designers who had played with the original Oasis singer Liam Gallagher ( Liam Gallagher and his clothing brand, Pretty Green. Third, how does the brand exist online? Let us compare the website of Bosideng's official website or its London flagship store with popular fashion brands such as Uniqlo and H&M, or high-end fashion brands such as Louis Vuitton and Dunhill. In addition to being eye-catching, easy to use and highly integrated with social media, these websites also reflect the style and temperament of their respective brands. Bosideng has not even officially launched in London, but its online image does not give the brand any extra points for any potential customers who visit their website. Professional Glass Bird Ornaments manufacturer is located in China, including Ornaments Glass Small Bird,Bird Glass Christmas Ornaments,Lighted Christmas Bird Gift, etc. Glass Bird Ornament Glass Bird Ornaments,Ornaments Glass Small Bird,Bird Glass Christmas Ornaments,Lighted Christmas Bird Gift Yangzhou Artdragon Deco., Ltd. , https://www.yzartdragon.com
Although the company does not currently have detailed plans for further expansion in Europe, Wayne Zhu, CEO of Bosideng UK, said: “The company has been in the European market for some time, and we are very happy to be such an important and prominent one. The first overseas flagship store was opened.†As Zhu Wei said in an interview with the Financial Times’ Beyondbrics blog post this week, the company also hopes to open a store in New York, “but has not yet found a suitable Manhattan store.†According to Zhu Wei, Bosideng hopes that its overseas outlets will contribute nearly 5% of the group's total revenue.
Taking into account that in addition to Chinese students or Chinese tourists, the brand's popularity in London is almost zero, and the term "grand" is used to describe the company's goal as being really conservative.
The majority of Bosideng's potential market in the London (or European and American) market will be attributed to three core issues: First, the company will give itself a position in terms of price and market segments. If prices are too high, then Londoners and visiting Chinese tourists will choose to buy locally-recognized brands in the UK or Europe. If prices are too low, then they will choose well-known brands such as Zara, Marks & Spencer or Gap.
Second, will the potential (local) customer lose interest because the brand is pursuing a mouthful?
Therefore, does Bosideng really have a chance to succeed overseas? possible. But it will not be due to British domestic consumers. At present, the brand's main customer base is likely to consist mainly of Chinese citizens living in London, foreign students, and tourist shopping. However, if the brand manages to do some clever marketing, adjusts its website image, and emulates Uniqlo, positioning an Asian brand that is not well-known in Western countries as a cool alternative brand for Western well-known brands, then it may still hope Affordable rental costs for its London flagship store and European operations headquarters, and eventually strides into Europe. Otherwise, it could become a very expensive lesson for Bosideng to “buy†overseas retail sales, and it has become a valuable research case for other ambitious Chinese brands.
Chinese retail company Bosideng recently opened its first overseas flagship store in South Molton, a high-end commercial street in London. Although this company has tens of thousands of stores in China, it is almost obscure overseas. This is the first retail store opened by a clothing brand in China similar to Bosideng. Although Li Ning once opened a store in the United States, it only operated for a short time. The brand’s move represents a notable development in the international fashion scene: while major international brands such as Zara, H&M and Uniqlo have penetrated into the Chinese mainland market, those retail giants in Mainland China have already Look for overseas expansion.