New down jacket war, Bosideng is on guard

In today’s world where diversification has New down jacket war become the mainstream, Bosideng dar to “put all its eggs in one basket” and now seems to have successfully resum growth. In addition to the bet made by its founder Gao Dekang, down jackets are actually a relatively special category in the clothing category.

Compar with styliz clothing categories that require frequent

New product launches and are prone to inventory crises, down jackets have distinct functional attributes and certain technical thresholds, which how to build phone number list can easily form barriers. And because of its relatively low frequency and high functionality, it is also more likely to establish brand awareness, which is why Bosideng has reap the benefits of the down jacket category and achiev rapid growth for several consecutive years in the past few years.

From this perspective, it makes sense for New down jacket war Bosideng to make sun-protection clothing that also emphasizes functionality and has high gross margins.

Perhaps before launching the sun protection clothing offensive

Bosideng may have to fight a battle to how to turn b2b events into big wins with abm strategies defend its down jackets.

On social platforms, some people said, “With a monthly salary of 20,000 yuan, I can’t afford a down jacket.” Bosideng also appear at the center of the topic. Behind this is actually consumers’ consideration of Bosideng’s brand and price.

In the down jacket chain

Moncler and Canada Goose are at the top of the pyramid, follow by Bosideng as a mid-to-high-end brand, follow by sports brands New down jacket war such as Nike, The North Face, DESCENTE, and KOLONSPORT, and fast fashion brands such as Uniqlo and Zara also have a share. Mass brands such as YaYa and Yalu represent the choice of a larger group of people who are looking for cost-effective products.

Bosideng’s main brand strategy is “never to cayman islands lists r uce prices”. Its senior vice president Rui Jinsong said that “r ucing prices is a short-term measure, and in the long run it is ‘suicide’.” And judging from the performance of this year’s Double 11, Bosideng’s intention to increase prices is obvious. The conference call reveal that Bosideng’s GMV during Double 11 increas by more than 30% year-on-year, the discount rate increas from 21% last year to 81% this year, and the average customer price also increas from less than 1,500 yuan to 1,740 yuan.