Nan Fang Du Shi Bao·2025-10-23 11:01Core Viewpoint - The controversy surrounding Adidas down jackets being produced by OEMs such as Xuezhongfei and Bosideng has sparked significant consumer debate regarding brand pricing versus product quality [2][3][5] Group 1: Adidas and OEM Relationships - Adidas confirmed its collaboration with Xuezhongfei for manufacturing but did not address the pricing concerns directly [2][3] - Consumers have noted significant differences in product specifications between Adidas and its OEM counterparts, leading to questions about the value of paying a premium for the brand [3][5] - The Adidas jackets sold at higher prices often have lower specifications compared to similar products from Xuezhongfei, raising concerns about brand value versus product quality [3][5] Group 2: Consumer Reactions - Consumer responses are divided; some prefer to buy directly from OEMs like Xuezhongfei for better value, while others accept the brand's premium for perceived quality and design [5][7] - The lack of transparency regarding the OEM relationships and product specifications has led to confusion and dissatisfaction among some consumers [5][10] Group 3: Market Context and Brand Strategy - The practice of outsourcing production to local manufacturers is common among international brands like Adidas and Nike, which do not operate their own factories in China [7][10] - Adidas has reported that over 60% of its products sold in China are locally manufactured, highlighting the importance of the Chinese market, which accounts for approximately 15% of its global revenue [8][10] - The brand's strategy includes significant investment in brand image, technology, and marketing, which contributes to its pricing structure [7][10] Group 4: Bosideng's Role in the Market - Bosideng, a leading domestic down jacket manufacturer, derives about 13% of its revenue from OEM production, indicating the significance of this business model in its overall strategy [9][10] - The company has seen substantial growth in its OEM business, with a reported revenue increase of 26.4% year-on-year for its OEM segment [9][10] - Bosideng's success is attributed to its strong manufacturing capabilities and reputation, which also benefits its OEM partnerships [9][10]