A Sharp Contrast In Stock Prices Has Cooled Consumers In The Face Of "Geese" And Bosideng.

The wholesale amount of canadian goose in Hongkong has been damaged for several months, leading to an unexpected risk.


Recently, Canada geese announced its second quarter results in fiscal 2020. During the reporting period, the company's revenue grew 27.7% to 294 million yuan (about 1 billion 558 million yuan) compared with the same period last year. Net profit increased 21% to $60 million over the same period last year. Sales in Asia increased by 83.3% over the same period last year, far exceeding the US and local growth rates, while sales in Europe and other regions decreased by 3.4% over the same period last year.


Performance rose easily but stock prices plummeted. Canada goose fell 10.8% in November 13th to $34.81 a share, the biggest drop since May's share price fell nearly 31%. It is reported that this is because the wholesale amount of canadian goose in Hongkong has been damaged for several months, leading to an unexpected risk.


In sharp contrast to the fall in Canadian geese stock prices, the price of domestic "Boston" Boston has risen by more than 170% so far this year. In the 2018/2019 fiscal year ending March 31, 2019, group revenue grew 16.9% to 10 billion 384 million yuan, up 16.9% from the same period last year, and gross profit reached 5 billion 514 million yuan, up 33.9% over the same period last year. The down jacket business has become the biggest driving force for the company's revenue growth, with revenue of 7 billion 658 million yuan, an increase of 35.5% over the same period last year. The main brand Bosideng revenue increased 38% to 6 billion 850 million yuan, up from 38.3% to 6 billion 849 million yuan, accounting for 65.96% of the company's total revenue.


According to the analysis of Soochow securities, Tmall's flagship store sales of Bosideng brand increased by 58% to 650 million yuan on the same day in November 11th, and sales of the whole network increased by 43% on the day of the "double 11" global carnival, which has just ended. The weather of this year is still higher than that of the same period of last year.


As a matter of fact, nowadays, consumers' choice of down garment brands has gradually shifted from blindly pursuing to rational choice.


In early 2019, the textile guide issued a comparison between the Canadian geese and Bosideng, which could withstand the cold proof down clothing at -30 degrees. The two functionally were quite similar. In terms of warmth retention, Bosideng contained 90% (gray goose down) and Canada Goose (80% white duck down).


Young people are keen to buy Canadian geese, which is partly due to their fashion design. But this year, Bosideng is constantly upgrading its product "color value", launching Disney, man Wei, designers and other series of cooperation, hiring Yang Mi and Jo Sen as brand spokesmen. At the end of last month, Bosideng released the high-end product line Dengfeng series, inspired by the Mount Everest mountaineering team of China. The series has seven products, the highest price is 11800 yuan, the lowest price is 5800 yuan, and the price begins to match the Canadian geese. According to the Bosideng brand health tracking report conducted by Ipsos, the first mention rate of Bosideng brand is 66%, the net recommended value is 49%, the brand reputation is 8.69%, the recognition rate is 97% among Chinese consumers, and is in the leading position in the industry.


Canadian geese are selling at a high price in China. Some analysts say the brand is committed to lifelong warranty and even to replace old ones. But all production and production of Canadian geese are done in Canada. This value-added service has little effect on Chinese consumers. In addition, the coyote fur collar of Canada goose is a big demand that many Chinese consumers choose to buy. However, the animal protection group boycott this flash point or will be replaced.


As of November, 14 U.S. stocks closed, Canada goose 35.71 U.S. dollars / share, a slight increase of 2.59%.