Recently, we learned from the headquarters of Jiangsu Bosideng Group that during the "Double 11" period this year (November 1 - November 11), the group's brand down business turnover in all channels reached 2.78 billion yuan, a new high. Among them, the transaction volume of Bosiden brand ranked first in Tmall platform's Chinese clothing (men's clothing+women's clothing), and the omni channel sales reached 2.18 billion yuan, which continued to lead Chinese clothing brands and consolidate the global leading position.
In the beginning of winter, with the nationwide cooling and cold winter expectations, the domestic demand market brand down jacket consumption has become more popular. The popular national brand Bosiden has made full preparations in strategic orientation, precise commodity matching, brand event communication, platform resource integration, etc. At the same time, this year, the first Bosiden windbreaker and down jacket was launched to refresh the warm business fashion of this winter. The official declared Xiao Zhan as the brand spokesperson, and the sales of its multi line products soared, highlighting the commercial value and popularity of the domestic brands.
According to the agency's prediction, it is estimated that the down jacket market in China will reach 162.1 billion yuan in 2022. The broad market space has brought opportunities to many brands, and the competition of head brands has become increasingly fierce. The data shows that 20% of head brands in the world occupy 80% of the market. Bosiden seized the opportunity, and its revenue exceeded 10 billion yuan for three consecutive years. According to the evaluation of the brand value evaluation agency, the brand value of Bosiden will reach 33.165 billion yuan in 2020.
(Wu Yasong)
