With the upgrading of consumption, the national consumption power has steadily improved, which has derived new demand for products, new consumption scenarios, new shopping channels, etc., and the era of quality consumption has arrived. In such a context of the rise of domestic products and increasingly diversified consumer demand, Chinese brands with independent innovation capabilities are more likely to be favored by consumers. Bosideng has been deeply involved in the down apparel field for 47 years, always focusing on the core business of down apparel, adhering to the brand-led development model, driving high-quality development with innovation, and becoming a consumer-recognized down apparel expert, leading the world in the scale of down apparel and leading the fashion trend.
Gao Dekang, the founder of Bosideng, said in an interview: "Non-replicable innovation is the real innovation and core competitiveness. Moreover, innovation must make this industry, category, and track more future-proof, so that consumers will recognize it and form a real leading ability.
In recent years, focusing on the two dimensions of "fashion innovation" and "functional innovation", Bosideng has launched innovative categories such as the Dengfeng series, the extreme cold series, the ski series, the windbreaker down jacket series, and the new generation of light and thin down jacket series, opening up a new category space. In terms of technological innovation, in October 2022, Bosideng launched a comfortable outdoor series of down jackets, independently developed Bo-Tech fabrics, broke the boundaries of traditional down jacket technology, and won five international awards in one fell swoop, including the German Red Dot Award, the American MUSE Design Award, the American Industrial Design Excellence Award (IDEA Design Award), the Italian A Award and the ISPO Global Design Award, demonstrating the brand's strong scientific and technological innovation strength.
The success of the brand comes from continuous innovation. This year, Bosideng inherited the brand's cultural genes with innovative products and once again redefined the lightweight down jacket. Bosideng cross-border integration of down jackets with classic items such as sweatshirts, knitwear, and jackets, and continues to enrich supply with innovation, expand consumption, and lead the market trend.
At the 2023 Boao Forum for Chinese Entrepreneurs, Bosideng showcased its unique charm and strong strength as a Chinese brand through a wonderful fashion show. This launch show has undoubtedly become a highlight of the forum and has attracted a lot of attention. With its outstanding innovation ability and keen insight into the market, Bosideng continues to promote the transformation and development of the down apparel industry.
In terms of down jacket sales, Bosideng has comprehensively innovated and upgraded its channels, opening up two major online and offline channels. Bosideng focused on upgrading its systems: first, it continued to actively optimize its retail network and close inefficient stores to improve store quality; The second is to settle in mainstream channels and expand mainstream channels such as shopping malls, fashion department stores, and core commercial pedestrian streets, such as cooperating with core commercial entities such as Wanda, Yintai, SCPI, and CapitaLand. In addition, Bosideng has opened some large stores in benchmark cities, such as London, Shanghai, Tianjin, Beijing, etc., to further expand its brand influence.
It is worth mentioning that Bosideng has also formulated differentiated channel strategies for the volume and channel quality of different regional markets, with new expansion in the third- and fourth-tier blank markets, continuous encryption in the first- and second-tier markets with small volumes, and optimization of the channel structure in the saturated markets through 'opening, closing, and turning'.
Through brand upgrading, product innovation, model innovation, digital technology innovation, etc., Bosideng has continuously enriched the product supply in the market and improved the quality of products and services. We believe that in the future, Bosideng will continue to lead the industry trend and bring more surprises and high-quality products to consumers.