3 6 Ke·2025-12-04 12:09Core Insights - Bosideng reported a revenue of 8.928 billion yuan for the first half of the 2025/26 fiscal year, reflecting a year-on-year growth of 1.4%, while operating profit increased by 3.1% to 1.517 billion yuan [1] - The revenue growth rate for the Bosideng brand has declined compared to previous fiscal years, with an increase of 8.3% this year compared to 19.4% and 25.5% in the first halves of the 2023/24 and 2022/23 fiscal years, respectively [1] Group 1: Market Position and Strategy - The high-end down jacket market is competitive, with both international brands like Moncler and The North Face and local brands like Gaofeng and Kailas [2] - Bosideng has shifted focus to the mass market, emphasizing high cost-performance products, with a net increase of 88 retail outlets in the first half of the fiscal year, all from its budget brands Xuezhongfei and Bingjie [2][3] - The brand's strategy to strengthen its presence in the mass market is seen as a rational return to ensure cash flow and scale, as high-end products primarily serve brand image [2] Group 2: Store Expansion and Brand Positioning - Bingjie has opened 29 new stores, all dedicated retail outlets, after previously closing most offline channels [3][6] - Xuezhongfei's store count increased from 276 to 389, with a significant presence in mid-range shopping malls [7] - The main brand Bosideng, however, has reduced its store count by 67 to 3,140, indicating a strategic shift to optimize channel structure and improve quality [9] Group 3: High-End Product Development - Bosideng is launching high-end product lines to enhance brand image, including the "Dengfeng" series and collaborations with high-profile designers [10][11] - The introduction of the VERTEX concept store aims to reshape consumer perception of Bosideng as a high-end brand [13] - Despite these efforts, the brand's presence in high-end shopping districts remains limited, with only 2.61% of stores located in high-end areas [13] Group 4: Financial Performance and Challenges - Xuezhongfei reported a revenue of approximately 378 million yuan, down 3.2% year-on-year, while Bingjie faced a significant revenue decline of 26% [16] - The management has indicated that investments in brand marketing and product development for Xuezhongfei have increased, leading to a turnaround in revenue growth in recent months [16] - The high-end market for down jackets has seen a rise in competition, with brands like Gaofeng and Moose Knuckles gaining traction [17][19]