A Dark Horse among 2021 Most Wanted New Year Gifts: How Bosideng Rises to Prominence
As more and more new eye-catching brands start to emerge, we see a thorough reshuffle in the market in the post-pandemic era. The idea of “Content is King” is no longer the only golden standard in setting up marketing strategies for a brand to create major breakthroughs and become mainstream. How to achieve optimal positioning has been a highly demanding challenge for local Chinese brands. Brand transformation, driving domestic consumption, innovating new ways of customer acquisition, and content creation are all that need to be carefully planned and executed apart from product development.
The Digital revolution has contributed to a new wave of “China Chic” in the fashion industry, the third time since 2015. Domestic brands, especially those established ones, are increasingly preferred by domestic consumers. More and more local brands with the tag of “Made-in-China” start to be known by the market. In the winter of 2020, Bosideng became a dark horse and the winner in the New Year retail race. With its down jacket series, which features both fashion and functionality, Bosideng became the most wanted item in various new year gift lists. What did Bosideng do to become the top recommendation by various media and internet platforms?
Timing is right: Extreme cold weather drives brand growth
Winter is the best season for the down jacket category to become popular. Freezing weather conditions accompanied by colds, rhinitis, and other cold-induced illnesses have made anti-cold products become must-haves for consumers. After the outbreak and repeated recurrence of the Covid-19 pandemic in 2020, people are more worried about the health of themselves and their families. Moreover, the forecast of “the coldest winter in recent years” made by climatologists regarding the 2020 La Niña since October also led to intensified public anxiety and scare toward the winter season. All those factors combined naturally became the external drivers that promote the presence of down jackets. Facing the new demand generated by external factors, Bosideng worked with the Chinese Antarctic Research Expedition team to reimagine and redevelop products and get endorsed by professional users. By offering more cost-effective and technology-intensive down jackets, such as the cold-resilient Extreme Cold Collection and the co-branding collections with famed designers, the brand responded to the new lifestyle of consumers, solving their key problems and meeting their real-life needs, and thus drove the sales volume and achieved the ultimate goal of viral marketing.
2021 New Year Gift List of Sina Fashio
Regina Wan shares her New Year Gift, Bosideng on RED
With excellent quality and continued design innovations, Bosideng has been recognized by various top media including Sina Fashion, OK!, and Marie Claire. The brand is strongly recommended by Becky's Fantasy, one of the top influencers in the Chinese fashion industry who is most famous for her millions of followers on social networks and high-quality blogs. It also becomes the most favored choice to be included in their new year gift recommendations by major e-commerce and social network platforms and the most wanted item among consumers when it comes to warmth and protection. Bosideng down jackets is given to staff by companies such as Sina, Focus Media, and Huayi Brothers Fashion and to friends and families by celebrities, including Simon Yam, Regina, and Snow Kong as new year gifts. Choosing Bosideng as New Year gifts has become a phenomenon in this winter. On January 1st, 2021 alone, the revenue of retail stores reached a historical new high of over 300 million yuan, another vivid piece of evidence of the unstoppable energy of Bosideng, the dark horse among domestic brands in this year’s winter season.
Industrial know-how and determination: Using technology to navigate through the brand upgrade
The “Gold Rush” time for domestic brands is here. Apart from national strategic plans such as “Made in China 2025”, product innovation and competitiveness enhancement are key to the sustainable development of a brand. Bosideng places consumers at the core of everything, and also adopts a user-centered approach, rather than a product-centered one. It attaches importance to market need studies, user feedback, as well as research and development and ensures a close link to the needs of consumers. As a result, there are the Extreme Cold Collection and High-end Outdoor Collection that cater to people who live or travel in extremely harsh conditions, the Fashion Sports Collection that creates a perfect balance between functionality and form, and the Urban Sports Collection that features easy-to-match oversized design for young people without compromising the protection capacity. The data-driven investigation into everyday scenarios of people’s lives allows the brand to provide preferred solutions for different market segments. On the other hand, Bosideng continues to lead technology evolution and innovation in the industry with well-integrated global resources. The Professional Collection is a remarkable piece of work of the collaboration between Bosideng and the Chinese Antarctic Research Expedition team. The two also co-founded the “Functional Down Jackets for the Polar Region” project. The Mountaineering Collection is granted the gold award of the China Excellent Industrial Design Award, making Bosideng the only clothing brand that has received such rare honor. In October 2020, the legendary Chinese company once again worked with Jean-Paul Gaultier, the legendary French designer and Former Creative Director of Hermès, to launch the first boundary-breaking trench-style down jacket. Bosideng stays true to its professional knowledge and dedication, offering high-quality and avant-garde down jackets to both new market segments and young generations. By doing so, the leading winter brand manages to become the most chased-after choice for companies and celebrities.
Bosideng New Generation Down Jacket Fashion Show
Buck the trend: Integrate online and offline marketing
In the post-COVID-19 era, all-scenario marketing and combined channel exposure are the only way to reach target users. In this context, Bosideng has swiftly optimized its production and operations models. As an established Chinese brand boasting a 45-year-long history, Bosideng retains its strong performance in traditional retail stores where it enjoys a large, diverse and loyal customer pool. At the same time, great efforts have been made to create a new retail model where marketing data from all sources are integrated to enable online and offline channels to support and empower each other, ultimately driving the business to thrive. In the past year, Bosideng encouraging new retail transformation, has shown rapid growth in the revenue from eCommerce. During the Double 11 Shopping Festival in China, the sales volume in all channels combined reached beyond 1.5 billion yuan, with a 25% year-on-year growth rate in the online retail sector. The sales volume during the Double 12 Shopping Festival showed a year-on-year growth of 42%. Such great performance has kept Bosideng at the top position in terms of sales volume in the domestic clothing market during both Tmall 11.11 and 12.12. On January 5th, 2021, Bosideng Group (03998.HK) released the performance report for the first nine months of the 2020/21 fiscal year. The data shows Bosiding steady growth in the down jacket business with the year-on-year growth rate of retail income reaching over 25%. At the same time, multiple securities institutions maintained the "buy" rating and raised their profit forecasts. Thanks to its staggering performance and industrial contribution, Bosideng won the Golden Hong Kong Stock Awards 2020. Considering the chain effect caused by the cold winter weather conditions and a strong market demand due to the warm winter of the previous year, the down jacket category will embrace a higher market penetration after the New Year and the Chinese New Year, helping the brand to achieve greater growth. Determined to enhance the integration of e-commerce and retail businesses and achieve collaborated development, Bosideng aims to become more efficient and targeted in business operation and ensures continued growth in product operation efficiency.
Whether the heatedly discussed and most recommended brand can achieve a new high in sales revenue during the Chinese New Year holiday season will surely become a hot topic in the vertical market. If we take one step back and look at the whole picture, the rise of national brands has become a strong market trend that cannot be overlooked, thanks to the evolution in digital technology and channel communications. Those who are able to ensure good branding and product quality, take advantage of the latest digital marketing strategies, create niche values, and obtain consumer recognition and attachment out of national pride will surely become a leader among domestic brands and a rule-maker defining “new fashion”.