Bosideng, With A Gross Profit Margin Of Over 52% Of Its Down Garments, Has A Discount In Shanghai.

When you mention the down jacket, you may think of Bosideng first. As the Spring Festival draws near, Bosideng ushered in the selling season of down coats. The first textile network reporter today (January 5th) saw in the Bosideng network of Bailian east commercial center in central Shanghai, the 5 fold up was marked in a prominent position.

It is understood that Bosideng, through continuous innovation and upgrading of products, caters to the needs of younger generation consumer groups and achieves continuous upgrading of products. The core price band of the company's products has been continuously improved. In the 2018/19 fiscal year, the products of 1000--1800 yuan range increased from 16.2pct to 63.8%, and the proportion of products above 1800 yuan increased from about 4-5% to 25%. In 2019, sales of mid and high-end products with double eleven, 1800 yuan and above in Tmall flagship store grew by more than 140% over the same period last year, and the product structure was continuously optimized.

Data show that in 2019, "double eleven", Bosideng network sales exceeded 800 million, total channel sales exceeded 1 billion yuan, the main brand Bosideng Tmall flagship store double eleven sales grew by about 58%, to achieve sales of more than 650 million yuan. In Tmall and Taobao's double eleven list, Bosideng ranked second in women's clothing category, ranked fourth in men's clothing category, compared with last year, 2 and 4 respectively. During 2019, the sales volume of Bosideng exceeded 440 million yuan, while the sales of high unit prices increased by 23% over the same period last year, and the growth was strong. After the "double eleven", Bosideng Tmall flagship store sells the first brand of Chinese clothing brand. Transformation and upgrading It has been recognized by Chinese consumers.

According to the financial report, in the 2020 fiscal year, Bosideng achieved operating income of 4 billion 440 million yuan, up 29% from the same period last year, of which the income of down garment business was 263 million yuan, up 91.1% over the same period last year. Orient Securities analyst Shi Hongmei believes that during the reporting period, Bosideng continued to focus on the main fashion, quality use, trend and luxury crowd's benchmarking, so that the structure of the purchase crowd was greatly optimized. From the earnings report, the gross profit rate of the down jacket reached 52.9%, which indicates that with the improvement of brand potential, consumers' acceptance of the high-end product line is also rising.

Shi Hongmei said that with the improvement of Bosideng products and channels, the headquarters supply chain system is automated. Intellectualization The degree of continuous improvement has played a positive supporting role. The Changshu plant adopts an independently developed production system, which can grasp the production data of each link in real time and will be extended to all factories in the future. The warehouse automation in East China is as high as 90%, and the dynamic management of production, marketing and pull up can effectively allocate commodity resources, reduce inventory risks and improve efficiency. Judging from this, the overall strategy of "focusing on the main channel, focusing on the main brand and diversifying diversification" is still in the stage of dividend release in 2018. With the continuous improvement of brand potential and the optimization and expansion of channels, the company is expected to maintain a high growth rate throughout the year.