Push Million Yuan Down Jacket, Bosideng Chong High-End

After focusing on the main industry, Bosideng will go to the high end again. In October 30th, Bosideng, the world's first new down jacket, "Dengfeng" series of products, the highest priced products over 10000 yuan. In fact, Bosideng not only regained its position as a leader in the down jacket industry, but also became the common choice of many consumers after putting forward the overall strategy of "focusing on the main channel, focusing on the main brand and diversifying diversification". According to the insiders, Bosideng pushed the high-end down garments after the stage of the international fashion week, which means that Bosideng is constantly upgrading its brand image.

　　 New products of 10000 yuan

In October 30th, Bosideng first launched a new "down peak" series of down garments, which are divided into 7 categories, priced at 5800-11800 yuan.

In terms of appearance, the "Dengfeng" series shows the names and heights of the peaks on the chest, and draws the world map of "the spirit of exploration that represents mankind's everlasting challenge to the natural limits in the world". In terms of material quality, the "Dengfeng" series uses velvet, GORE-TEX fabric and space nano insulation material of 43 degrees north latitude down belt, which is made by 489 processes, such as honeycomb solid filling, waterproof glue pressing and RECCO life detector.

It is worth mentioning that the "Dengfeng" series down jacket is also recognized and chosen by the national mountaineering team. In the 8844 designs inspired by Mount Qomolangma, the name of the Mount Everest and the height of 8844 meters are marked on the front of the chest. In the down jacket, there is also a picture of the Chinese national mountaineering team successfully reaching the Mount Everest in 1998.

Rui Jinsong, executive vice president of Bosideng International Holdings Limited, and general manager of Bosideng business department, said: Bosideng focuses on down garments for 43 years. Every down garment produced by the company can pass three extreme tests: 24 hours and 30 degrees C extreme cold test, 15000-20000 friction test and 10000 zipper slide test. As we all know, the fluffy 480+ of ordinary down garments is an entry level, and Bosideng can reach 800+. At the same time, the percentage of cashmere down clothing has increased to 90%, which is higher than the national standard.

Laurence world sports prize winner Xia Boyu commented on the "Dengfeng" series of products launched by Bosideng: "Dengfeng series condenses Bosideng as the leader of the industry, and the top technology in the manufacture of down garments has reached the top matching of the industry."

Focusing on main channel

"Bosideng has introduced more than 10000 yuan down clothing products to cater for the trend of consumption upgrading, and the quality of products has been greatly improved. The improvement of product quality is closely related to the strategic approach of Bosteng back to its main business." Insiders pointed out.

In fact, Bosideng has entered the down jacket industry for 42 years. In 2007, Bosideng was successfully listed. From the beginning of April 2006 to the end of March 2007, Bosideng revenue rose 52.3% to 5 billion 633 million yuan, and the profit attributable to shareholders increased by 40.25% to 618 million yuan over the same period. After that, Bosideng's performance showed a brief decline. From the beginning of April 2008 to the end of March 2009, the revenue was 4 billion 275 million yuan.

After a period of adjustment, Bosteng began to recover slowly. From early April 2012 to the end of March 2013, Bosideng's revenue was close to 10 billion yuan. The 2017/18 annual report shows that as of March 31, 2018, Bosideng's revenue was 8 billion 881 million yuan, an increase of about 30.3% compared to the same period last year, and the total revenue amounted to 739 million yuan during the year. Among them, the brand down clothing business is still the largest source of revenue for Bosideng, reaching 5 billion 651 million yuan, an increase of 23.4% over the same period last year; Bosideng OEM processing business income increased 20.4% to 936 million 800 thousand yuan, accounting for 10.6% of the group's income; women's clothing business income reached 1 billion 153 million 500 thousand yuan, up 85.4% over the same period last year, accounting for 13% of group income; diversified clothing business income increased 36% to 1 billion 139 million 500 thousand yuan, accounting for 12.8% of the group's total income.

With the recovery of performance, Bosideng began readjusting the overall development strategy. Among them, Bosideng reshaped the main brand, made the main business of the down garment, redesigned the non feather down service industry, such as men's clothing, home and children's clothing, narrowed the diversified clothing business, and put forward the overall strategy of "focusing on the main channel, focusing on the main brand and narrowing diversification". Gao Dekang, chairman and chief executive officer of Bosideng board of directors, said: "focus on resources to rebuild the brand of Bosideng and enhance brand influence and brand potential energy."

　　 Market value 100 billion

"Focusing on the main industry's strategic planning has made Bosideng performance better, and the development of its core brand can enhance brand influence, so that the value of the original brand of the enterprise can be regress and enhance." Insiders said.

After focusing on the main industry, Bosideng also put forward the goal of "total market capitalization of 100 billion yuan", and launched a brand new strategic plan to take the "global hot down feather clothing expert" as the future direction. Among them, Bosideng will invest more than one billion yuan to build brand and more than ten billion yuan to develop channels and upgrade terminal stores, and upgrade the down jacket brand comprehensively.

Gao Dekang said in an interview: "in the future, the company will still focus on the main channel of the down jacket, including product quality, design and marketing."

In September 19th this year, Bosideng became the first Chinese down jacket brand to enter Milan fashion week. At the same time as fashion week is released, consumers can buy Fashion Week series products through Tmall and other platforms. This is also the first attempt by Bosteng to buy the show.

Today, Bosideng has been sold in 72 countries, including the United States, France and Italy. It has become the choice of over 200 million people worldwide. The international market research firm Ipsos data show: "Bosideng reached 97% brand recognition among consumers, becoming the best feather clothing brand of Chinese consumers.