It has to be said that with the frequency with which Boss has been on the hot search, it definitely deserves the title of “Internet celebrity” in clothing.
Recently, Bosideng cooperated with the famous French designer Gaultier to hold Bosideng x High Tiye’s joint show, in addition to brand spokesperson Yang Mi attending the event, Li Yuchun also appeared at the show. At the end of October, Bosideng released the Dengfeng series of down jackets priced at tens of thousands, and launched another “big move” in less than a month. This shows that Bosideng is determined to target high-end people, and its brand value will be further enhanced.
What’s so expensive about “aristocratic” down jackets?
Why don’t consumers buy Bosideng, which has a good mass base? Why does Bosideng’s high-end products not develop smoothly?
Apart from price, in terms of functionality, Bosideng is on par with international brands, and some of its craftsmanship, such as anti-run The former is better than Canada goose in velvet treatment. However, while high-end products maintain high quality, they are also higher in psychological price, cognitive price and brand culture.
Both Canada Goose and Moncler have established a huge brand psychological price in the hearts of consumers. In order to maintain high-end psychological prices, many big luxury brands can be said to do whatever it takes. The most typical recent case is undoubtedly Burberry’s destruction of inventory worth more than 28.6 million pounds (approximately RMB 254 million), and according to statistics from the British Times, the brand has destroyed merchandise worth more than 90 million pounds (approximately RMB 254 million) in the past five years. 800 million), would rather destroy it than sell it at a low price. This approach is to shape and maintain the high-end attributes of luxury brands.
Looking at Bosideng on the other hand, in the minds of Chinese people, it is a down-to-earth affordable down jacket. The high-end series is stuck in the consumer’s cognitive path of “affordable and easy to use”, and it is difficult to equate it with luxury goods. No., and even less willing to pay for the high price of Bosideng.
Secondly, high-end brands also rely heavily on the culture and history behind them. In the promotion of Canada Goose, it is emphasized that the brand is the uniform of the Canadian National Guard, which was the cold-weather uniform of the Antarctic scientific expedition team in the 1980s. It has appeared repeatedly in blockbuster movies such as “The Day After Tomorrow” and “Spider-Man”. This is the soft value of Canada Goose, but it can hardly be seen on Bosideng. Although Bosideng showed black technologies such as aerospace insulation materials and Magic magic chain at the press conference, it is a piece of clothing rather than a technological product, and its history and culture are far more than The technological content is more attractive to high-end consumers.
From this point of view, there does not seem to be enough reason to persuade consumers to give up luxury goods and buy Bosideng. The higher the price of the product, the less likely it is to rely on emotions to open the market. But many brands will do one thing, which is to set up sub-brands to directly isolate new and old brands and change consumer perceptions. It is really difficult to change the inherent concept.
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