China Net Finance, January 9 (Reporter Chen Qiong) Bosideng, the representative of high-end domestic down jackets, was recently caught in a "quality turmoil". A Shandong consumer recently posted a paragraph**, saying that he bought a goose down jacket at the Bosideng Shunshi Pedestrian Street store, but found that the down was all broken after washing. **, she showed the cracked down and the padding inside, which caused widespread concern and many people questioned the quality and service of the Bosideng brand.
After the incident, the consumer contacted customer service, but was told that it was caused by improper washing. She sent the clothes to the company's after-sales service department, and the reply she received was that it was still not a quality problem. The store said that it could not confirm the purchase receipt, and the style purchased had not been sold for several years.
Bosideng's response to the incident has also sparked controversy. Consumers generally believe that such a problem should not occur when purchasing ** down jackets through formal channels, and the brand should take the corresponding responsibility, rather than simply shirking the responsibility or making excuses.
Cheng Weixiong, an expert in textile and garment brand management and the founder of Shanghai Liangqi Brand Management, told a financial reporter from China.com that Bosideng's "quality gate" incident has to be dialectically viewed, and it is said that it is a brand quality problem if there is no problem, but Bosideng's follow-up treatment shows the lack of its after-sales service system, which shows that Bosideng's after-sales service system also needs to be standardized, "The service cannot keep up, the brand experience is greatly affected, and the brand reputation is damaged." ”
Since the launch of the high-end transformation in 2018, Bosideng's performance has been rising all the way with continuous price increases. According to the financial report, in the first half of fiscal year 2023 24, which ended September 30, 2023, Bosideng's operating income increased by 209% to 74700 million yuan, net profit attributable to the parent company of 9200 million yuan, an increase of 25 percent year-on-year1%。
At the performance briefing after the release of the financial report, Bosideng executives said that the down jacket category, which was originally priced below 1,000 yuan, has been increased to 1,700-1,800 yuan. According to the plan, the main price of Bosideng will reach more than 2,000 yuan next year. Mei Dong, Executive Director and Executive President of Bosideng, said that in the future, Bosideng will continue to increase the size of mid-to-high-end high-end products with more than 3,000 yuan. However, this statement was questioned by industry insiders.
The key to the price increase is that someone has to pay the bill, otherwise it is just a lonely self-appreciation", Cheng Weixiong, an expert in textile and garment brand management and founder of Shanghai Liangqi Brand Management, said that Bosideng has gone a little far in the mid-to-high-end path, as a mass down jacket brand, the layout of high, medium and low categories is understandable, but once the low-to-medium and low-priced categories of the basic public are missing, it is a great challenge for Bosideng's main user group to continue to be loyal to Bosideng.
In the face of the highest question, Bosideng's management previously responded that it would increase the layout of the Pratt & Whitney down jacket track, and in the future, its sub-brand Xuezhongfei will be positioned as a Pratt & Whitney high-cost down jacket, forming a differentiated layout with the main brand Bosideng.