Bosideng Spent More Than 20 Million Pounds On Flagship Store In London.

Now there are people talking about investing in European retailing. market It's all about China, India and emerging markets, right? Bosideng (Bosideng) this is clearly not the case. This China Down Jackets The manufacturer announced on Thursday that it has spent more than 20 million pounds to purchase a 6 storey building near Oxford street in London.

Since more and more Chinese buyers are investing in buildings in the UK, can Bosideng purchase property in London be interpreted as a financial investment?

Not exactly.

This seems a bit counterintuitive: when western consumer brands are rushing to cities in China to compete for the latest and most expensive stores to display products to nearly 1 million Chinese rich people over $1 million 500 thousand, a Chinese company decides to run to a country where consumer spending is declining.

Bosideng has been excavating China's domestic demand since its establishment in 1975. The company's annual sales volume is 5 billion 700 million yuan (US $886 million), mostly from the domestic market. The company has 7579 retail outlets on its own. The lack of local brands such as Bosideng is also what western brands have. It is a unique charm that ensures that their richer customers will continue to buy their products even when they can afford North Face.

The solution is to build ourselves into a fashionable brand recognized by Western consumers. Europe may be losing its economic strength, but in fashion it is still the trend leader.

In fact, this is why Bosideng plans to create London stores carefully.

According to the plan, Bosideng will invest 5 million to 6 million pounds to transform the building into a landmark building. This will be the first flagship store in Europe, which aims to enhance brand awareness and reputation. Bosideng also plans to promote the brand image through the external wall advertisement with the advantage of its superior location and large number of people. Gao Dekang, chairman and chief executive officer of Bosideng group, said: "buying this property is an important measure for Bosideng group to expand overseas business and create a world-famous brand image."

The property is located at No. South Morton Street, 28, and Bosideng plans to offer a down dress and men's wear flagship store and set up a European headquarters in.

The store is scheduled to open in July 2012.