Under The Pressure Of The Market, The Down Jacket Giant Boston Is On The Way To Break Through.

Since November 2019, the clothing industry has been cutting prices in winter, and the market of the down garment market in Asia is not optimistic. With the impact of global public health safety incidents, the development trend of the clothing market is steeper. Against this background, Bosideng, the famous Chinese down jacket brand, has continued to surprise the market. It is boosting its performance in China's down garment market with a continuous boost.

　　 Performance continues to report good news, and the breakthrough has become "normal".

Throughout the 2019 year, Boston's steady upward trend of performance is obvious. Last November 28th, Bosideng group released the 2019/20 mid fiscal results announcement. The announcement showed that the 03998.HK revenue increased by 28.8% to about 4 billion 436 million yuan in the 6 months ended September 30, 2019. Brand down clothing business is the largest source of revenue for the group, about 2 billion 533 million yuan, accounting for 57.1% of total revenue, up 42.9% over the same period last year.

And in the eleven most important shopping festivals of the year, double two and double twelve, Bosideng's achievements are equally gratifying. Double eleven Tmall flagship store has a 7 minute sales turnover of 100 million, total channel sales up to 1 billion yuan, and sales of double online sales exceed 440 million mark. In the two shopping carnival, Bosideng Tmall single store sales won the first place in Chinese clothing brand.

In addition, in January 7th this year, Bosideng group (03998.HK) announced the latest retail performance announcement in the 2019/20 financial year group's brand down clothing business. In the first three quarters of the financial year 2019/2020, the core brand of the brand down clothing business -- the cumulative retail sales of Bosideng compared to the same period in the 2018/19 financial year increased by more than 30%, and the other brands accumulated under the brand down clothing business. The total retail sales increased by more than 40% over the same period of fiscal year 2018/19. As a group leader's growth engine, the down garment business will also help Chinese clothing brands improve quality and efficiency.

　　 Focus on down jacket main business, professional + innovative brand gene.

Behind the steady growth of performance, Bosideng's upgrading of brand strategy is indispensable. In the past two years, Bosideng adheres to the new strategy of "focusing on the main channel and focusing on the main brand". It continuously optimizes and updates the design, products and channels, and achieves the reconstruction and upgrading of the brand value.

On the one hand, Bosideng integrates international top design resources and constantly breaks through design innovation. In September last year, Bosideng landed in Milan fashion week to work with star artists to shine the international stage with more fashionable and more designed Bosideng down coats. After sales, there was a long queue outside Milan's showroom and flagship stores in China, triggering a panic buying rush. In November of the same year, Bosideng joined hands with the French Hall Design Guru gteye to launch a joint series, combining the high fashion fashion with China's TOP technology, and comprehensively promoting the design and upgrading.

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Boston x designer of the high teje joint series released

On the other hand, Bosideng, with its 43 years' craftsmen's support, integrates many industry leading design concepts, new technologies and innovative technologies, and introduces the global top mounted "Dengfeng series", which breaks the limit of the down jacket production and redefines the professional down jacket. Once launched, the warrior Xia Boyu, who has no legs to climb the peak, exclaimed: "whether it is technology, technology development and body sense, it is a professional level match". Members of the Chinese mountaineering team and the Antarctic expedition team are very well recognized for the Dengfeng series, which is the first choice for them to work in extreme environments.

Bosideng Dengfeng series 8844 Mount Everest down jacket

Chinese mountaineering team climbs up moustag peak in Bosideng Dengfeng series

Bosideng's innovative thinking and professional strength have also gained the affirmation of the global consumer market. Many stars at home and abroad, such as Jonsson, Scarlett, Yang Mi, Li Yuchun, Zhang Ruoyun, Cai Xukun and so on, have been wearing Bosideng down clothing. Active social media such as micro-blog, Xiao Hong Shu and INS also set off a wave of Boston. For a while, the global consumer's hot debate on Bosideng down jacket with rich style, professional design and excellent quality continued to escalate.

　　 Brand imprint is deep, and knowledge of feather and down clothing is deeply rooted in the hearts of the people.

With the help of professional quality and fashion design, the reputation and recognition of Bosideng down jacket are constantly being enhanced. According to Ipsos survey data, "Bosideng has a brand recognition of up to 97% among consumers, becoming the first brand of Chinese consumers' down jacket". According to the white paper published by Tmall overseas joint CBNData, "2019 sea going market research", Bosideng has become the best selling domestic down jacket brand in the United States.

For Bosideng, which has made brilliant achievements throughout the year, CSC's research and development team reported in February 18th that the impact of the epidemic is short term. Bosideng is still in the rise and bonus period of brand transformation, upgrading of product strength and channel power. CITIC expects that the net profit of Bosideng FY19/20 and FY20/21 will be 10.68 yuan, 1 billion 498 million yuan, corresponding to PE 25 and 18 times, and maintain "buy" rating. Similarly, CICC gave its first coverage of the "win over industry" rating in January 7th, and pointed out that the corresponding price earnings ratio of 22 times in fiscal 2021 is currently 33% higher.

　　 Professional ingenuity empowerment brand, warm mission unchanged

Since its establishment in 1976, Bosideng has been involved in the drafting and revision work of 5 international standards, 9 national standards and 4 industry standards. It has become the enabler and promoter of the down jacket industry standard. At the same time, Bosideng always sticks to the craftsman spirit, and each down garment is produced by at least 62 craftsmen and 150 processes.

It is worth mentioning that Bosideng is not only a "long-distance runner" who focuses and innovates, but also a loyal practitioner of the "warm world" brand mission. According to Bosideng's official announcement, as of March 18th, Bosideng has donated 151368 down garments to 438 hospitals and units in the whole country. The total value is over 300 million yuan. The total value is more than $300 million, and the "warm promise" has been fulfilled in real action. At the same time, Bosideng also traveled across the sea to London. By the charm of Chinese brands, it shows its strength and mission as a big power brand.

On the way to breakout, Bosideng successfully withstood the competitive pressure from the international brand and stood firm in the international market. I believe this will focus on the main industry and the strategy of deep ploughing products. In the future, Bosideng will continue to lead the upgrading of the garment industry.