Chinese outerwear brand Bosideng

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BRAND NAME
Bosideng 波司登

CATEGORY
Outdoorwear. Bosideng focuses on the R&D, design, and production of winter clothes.

PRICE POINT
High-end series: USD 1430-1720 per item
Urban series (most popular items): USD 140-350 per item
Children’s clothing series: USD 70-130 per item
SKUs especially made for professional winter outdoor sports, such as skiing, mountaineering, etc.: USD 290-860

TARGET AUDIENCE
Very broad, covering people of all ages in lower to upper-tier cities. Although the unit price of down clothing is relatively high, considering it is the most necessary warm item in winter, even consumers in lower-tier cities are willing to spend money on high-quality products that can be worn for many years as the quality has been proven.

WHAT THE BRAND DOES WELL

Founded in 1976, Bosideng was once regarded by young consumers as a domestic brand with outdated designs and low appeal. But after nearly ten years of continuous upgrading and innovation, it completely flipped this stereotype, and has become the "No. 1 Down Clothing Brand” recognized and even sought after by Gen Z. Here's what brands should be taking note of;

1. Product Innovation: Bosideng focuses on "redefining lightweight down clothing”. They not only created a new category but also broke the seasonal limitations of selling down clothing through the diversification of usage scenarios.

2. Marketing channel reform: Bosideng implements an online multi-platform operation model. In addition to traditional ecommerce platforms such as Tmall and JD.com, resources have also been allocated to actively expand emerging platforms such as Douyin to grow awareness of new product series.

3. Integration of digital: Bosideng integrates big data into key links such as design & development, procurement & manufacturing, warehousing & logistics, retail operations, and user services, so as to realize a fully consumer-centric digital model.

4. Diversified and immersive offline consumption experience: In October 2022, Bosideng's world's first experience store opened in Shanghai. The three-story space of more than 2,000 square meters has a down technology experience center, scene experience center, and member experience center, so that consumers can have an in-depth understanding of the technological power of Bosideng down clothing. A joint cooperation with Maserati attracted even more attention, successfully strengthening the brand image as a high-end leader in the down clothing industry.

5. Capture current trends: From the research and development of professional and stylish comfortable winter outdoor series to the use of environmentally friendly fabrics to achieve sustainable brand development, Bosideng has always been able to grasp the trend of the times and become a leader.

WHAT CAN OTHER BRANDS LEARN?

1. Focus on one type of product, and achieve high-level balanced development from multiple dimensions which respond to what consumers actually need, until there is no competitor in the market.

2. The older the brand, the more it needs to keep pace with the times. Bravely eliminate old concepts and business systems, continuously learn and absorb new knowledge, deepen reforms, and keep pace with the times.

3. Original DNA. Bosideng could have looked to the many successful international brands for a reference, but as a domestic brand, it didn't just want to be a copycat - which may allow a brand to achieve ‘success’ quicker but end up in lost in the long-term.

CHANNELS