Xin Lang Cai Jing·2026-01-12 03:52Core Viewpoint - The controversy surrounding Bosideng's down jacket pricing and its perceived brand premium has sparked significant public interest, particularly regarding the jacket's filling weight and compliance with national standards [3][19][20]. Product Details - A specific Bosideng down jacket priced at 2099 yuan has a filling weight of 86 grams, which has led to consumer complaints about its high price relative to the filling amount [3][19]. - The jacket is part of the 2025 men's business series, featuring a fill power exceeding 700, detachable inner lining, and a down content of 90% [3][19]. National Standards and Compliance - The current national standard for down jackets (GB/T14272-2021) does not specify a minimum filling weight, allowing manufacturers to label any weight as long as it meets the compliance criteria [6][22]. - Bosideng is a key contributor to the formulation of these standards, which raises questions about the potential for self-serving regulations that may benefit the company [7][24]. Cost Analysis - The estimated production cost of a high-quality down jacket using premium materials is around 500 yuan, while the retail price of the Bosideng jacket is approximately 2000 yuan after discounts, indicating a significant markup [9][26]. - The cost breakdown includes fabric prices, with nylon and polyester being the primary materials, leading to a total material cost of about 400 yuan for the jacket [9][24]. Financial Performance and Executive Compensation - Bosideng's executive compensation has seen a substantial increase, with total director remuneration reaching 75.73 million yuan for the fiscal year 2024/25, marking a 46.6% increase from the previous year [9][26][31]. - The company has a high cash dividend payout ratio, with approximately 83.6% of its net profit distributed as dividends, indicating a focus on returning value to shareholders [11][28][31]. Revenue Trends - Bosideng's revenue growth has been declining, with year-on-year growth rates for revenue and net profit showing a downward trend, suggesting the company may be at a critical juncture in its financial performance [14][32].