摘要
波司登,作为中国羽绒服行业的标杆企业,如今却和多数服装企业一样陷入关店潮。仅在2014年,其关店高达3550家,创下公司有史以来的渠道减缩纪录。该公司在其财报对此表示为＂大幅缩减,是公司在利用淡季对地域和商圈进行扫描评估＂,但实际原因,既有因为给国际快时尚GAP进行贴牌加工,造成＂以己之矛攻己之盾＂的问题,也有在多品牌战略上驾驭能力不足的问题,更有产品、品牌老化严重脱离80后、90后主流消费群体的需求对接问题。
Bosideng,as the benchmark of Chinese down industry,is involved in closing trend as other garment companies.Only in 2014.3550 stores were closed.It is described in its financial report as 'the narrowing down is the company's scan and evaluation of regions and business circles in off-season'. The actual cause is the result of OEM for GAP and the lack of experiences in managing multi brands.Besides, there is the problem of the products far behind the requirements of the late 80s aml 90s.
出处
《经理人》
2015年第3期60-63,16,共4页
Manager
