股价涨132.8% 零售超百亿 波司登在沪发布2018战略成果
品牌动态

股价涨132.8% 零售超百亿 波司登在沪发布2018战略成果

2019.02.26

  2月26日,波司登在上海中心举办“逆势突围 共创传奇”2018战略成果发布会,揭秘品牌在经济寒冬下如何取得逆势增长。2018年,该企业不但在资本市场备受欢迎,股价逆势上涨132.8%。品牌也赢得了消费者的认可,中高端销量增长500%以上,单品牌零售额突破百亿元人民币。

股价涨132.8% 零售超百亿 波司登在沪发布2018战略成果

  中国纺织工业联合会副会长夏令敏,国际羽绒羽毛局副主席、中国羽绒工业协会理事长姚小蔓,中国商业联合会副会长王耀、中国百货商业协会常务副会长兼秘书长范君、中央电视台资产管理中心主任任学安,《时尚芭莎》总经理、执行出版人兼主编沙小荔,君智咨询董事长谢伟山等400多位行业大咖共同见证了2018年战略成果和2019年竞争战略启动仪式。 

  2018年是资本界公认的寒冬,而波司登股价却逆势上涨132.8%,取得港股通(南向)交易年度涨幅前三。中国商业联合会副会长王耀表示,2018年波司登逆势上的扬,不仅跑赢了众多服装品牌的销售,而且远超消费市场的增速。这些变化充分展示出中国品牌的巨大发展潜力。

  波司登品牌创始人、波司登集团董事局主席兼总裁高德康表示:“2018年,波司登品牌强势回归,赢得主流消费人群的关注。同时,以品牌的力量,拉动渠道、产品的全面升级,取得了理想的成效。”

股价涨132.8% 零售超百亿 波司登在沪发布2018战略成果

  阿里巴巴集团首席执行官张勇也对波司登的创新表示认可:“波司登在悠久的历史下,同时也在新的历史机遇面前,不断创新、展望未来。”中国纺织工业联合会副会长夏令敏表示:“波司登引领羽绒服装行业度过了市场跌宕起伏的重重考验,以技术主导研发,以研发提升产品附加值,以功能性为着力点有效解决了羽绒服装品类瓶颈。”

  据了解,2018年波司登紧跟市场需求,携手君智咨询导入竞争战略,坚持“聚焦主航道、聚焦主品牌、收缩多元化”的战略方针,对渠道、产品、传播等各方面持续优化升级。通过不断创新突破,实现了在主流市场需求下的品牌价值重塑,赢得了经济寒冬下的逆势增长。同时,在产品方面构建优质快反能力。整合全球资源,联合美国、法国、意大利等国际知名设计师、选用与Moncler同一羽绒服供应商,全面提升面料、绒、辅料和生产工艺,以专业铸就品牌。而在渠道中,入驻万达、银泰等核心商业体,力拓主流渠道,百店齐开,让顾客能够更方便的购买到产品。同时终端也进行了升级,优化顾客体验,进行了主流市场需求下的品牌价值重塑。

  面对2019年,高德康充满信心:“2019年,我们将继续坚持竞争战略,加快品牌转型重塑,以品牌的力量,助推企业高质量发展。品牌自信,是最大的文化自信,我们要让全球的年轻人,都以穿‘中国波司登’为荣。”


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