How Does Bosiden Lead The Down Jacket Market After Five Years Of Continuous Growth?

On June 28, Bosideng Release the full year results of 2022/23 as of March 31, 2023. During the reporting period, the Group's revenue was 16.77 billion yuan, up 3.5% year on year, and its net profit increased 3.7% year on year to 2.14 billion yuan. According to the data in recent years, Bosiden's revenue and net profit have reached a record high for five consecutive years, drawing an exciting growth curve.

In recent years, the consumer goods market has fluctuated in the impact, and the clothing industry is also in a state of crisis and opportunity. In the case of general frustration, Bosiden's steady growth over the years has shown great vitality, and also revealed the secret that it has always led the way.

　　 Revenues data revealed that Bosiden has set a new record for five consecutive years

Looking back over the past three years, the epidemic has had a huge impact on the production and marketing chain of the clothing industry, and has also prompted brand enterprises to actively transform and innovate and grow against the trend. Now the development environment is recovering, the domestic clothing, footwear and other categories of the market have warmed up, and functional sub categories such as down jackets are also ushering in significant growth.

Tough in adversity, never forget your original intention in prosperity. The ever-changing market environment did not bring too much impact to Bosiden. Since 2018, Bosiden has adhered to the principle of "focusing on the main channel, focusing on the main brand ”Strategic positioning, establish the development mode of "brand leading", dig deeply into the consumption demand of down jacket segmentation scene, and achieve high-quality growth of revenue and net profit. In fiscal year 22/23, the total revenue of Bosiden Group increased to about 16.77 billion yuan, with a five-year compound annual growth rate of 13.6%; The net profit reached 2.14 billion yuan, achieving a five-year compound annual growth rate of 28.3%, and the group's operating profit increased by 10.0% year on year.

In detail, the main brand Bosiden achieved a revenue of 13.57 billion yuan, up 2.7% year on year, and a five-year compound annual growth rate of 19.2%; Xuezhongfei brand continued to promote online business, improved the upgrading of Pratt&Whitney brand, and achieved revenue of 1.22 billion yuan, up 25.4% year on year, by deepening the "Internet+" operation mode.

The steady development of the main business of down jacket has laid a solid foundation for the steady growth of Bosiden for five consecutive years, and also reflects the brand resilience of Bosiden in the complex market environment.

　　 Aim at the core industry and lead the development of down jacket market

the moment, Down Jackets The market is characterized by diversified styles, functional focus, environmental protection and sustainability. Consumers pay more attention to quality, style and sustainability when choosing down jackets. The fierce brand competition in the market and the development of online and offline channels promote the continuous innovation and upgrading of brands to meet market demand to maintain competitive advantage.

As a professional brand that has been deeply engaged in the down jacket industry for 47 years, Bosiden focuses on the core sector and launches a new generation of lightweight down jacket, comfortable outdoor series down jacket, windbreaker down jacket and other popular products with great industry influence through product innovation. By virtue of category innovation and the R&D and application of scientific and technological fabrics, the company has won several global major design innovation awards. Bosideng The decades of ingenuity has set up a fashion and functional product vane for the down jacket consumer market.

With the advent of the digital era, garment enterprises are experiencing the dramatic changes in production mode, business model and enterprise organization, and are actively promoting digital transformation to achieve accurate upgrading of production and sales systems.

Bosiden has actively built a "retail cloud platform", gradually established an advanced intelligent distribution center, and promoted the upgrading of channels and supply chain systems through digital transformation, to open up "people and goods yard" and "production, sales and storage". Realize the synergy of Internet+big data+intelligent manufacturing at the manufacturing end, design end and consumer end, adhere to the business strategy of "quality and quick reaction", quickly respond to market and customer needs, open up online and offline sales data, further help brands deepen their industry, operate efficiently, and lead the industry development.

In terms of channels, Bosiden continued to upgrade and optimize the layout in combination with the current situation of the consumer market. iiMedia Research data shows that in 2022, the online consumption proportion of clothing consumers will be 62.0% and the offline consumption proportion will be 38.0%. Affected by the epidemic, consumers tend to choose convenient and fast online shopping, but as the market warms up, offline channels are expected to return to the prosperity of the past.

Therefore, for online channels, Bosideng has tried innovative measures on Tmall, JD, Diaoyin and other major e-commerce platforms, and expanded brand influence through all channels, thus making many outstanding achievements in the sales ranking of consumer activities such as the Double 11 and the Double 12. In fiscal year 2022/23, the online revenue increased by 23.1% year on year. In offline channels, Bosiden focuses on the core business circle, and stores are the core to strengthen the large commodities and improve the efficiency of large retail operations; At the same time, it pays attention to the differentiated layout of multi-level markets, and achieves high-quality operation of stores in different regions through careful decomposition.

Returning to the main business of down jacket and the way of brand start-up, Bosiden continued to work around the three dimensions of product, channel and promotion, and achieved high-quality development of offline and online channels through continuous experience and innovation.

　 Gather brand value and write a new chapter of high-end down

According to the data of the Prospective Industry Research Institute, the overall market size of China's down clothing will reach 156.2 billion yuan in 2021, with a year-on-year growth of 12.77%. With the improvement of the quality, function and sense of design of domestic products, the increase of domestic products is broad, and the down jacket market is expected to exceed 240 billion yuan in 2025. At the same time, the acceptance of high-quality and branded products in the consumer market is growing, and the high-end development trend of down clothing brands is obvious.

As "the world's leading down jacket expert", Bosiden continues to shape and improve its brand. With a brand led development model, Bosiden makes its professional, high-end and quality image penetrate into the hearts of consumers. With its strong corporate strength, outstanding innovation practices and excellent brand value, Bosiden has been continuously selected into the World Brand Laboratory, which is highly authoritative and influential in the industry Brand Lab's "China's 500 Most Valuable Brands" has risen again, highlighting the brand's significant influence in the field of textiles and clothing.

With brand leadership, product innovation and channel upgrading, Bosiden, "focusing on the main channel, focusing on the main brand", has grown continuously for five years, handed over a satisfactory report card, and also became the leader in the down jacket market. In the future, Bosiden's brand stories will continue to be written, and its pioneering spirit will lead the industry to the next peak.