Xi Niu Cai Jing·2026-01-13 08:45Core Insights - A consumer in Jiangsu criticized Bosideng for the high price of a business series down jacket, priced at 2099 yuan, which has a low filling weight of only 86 grams, questioning the brand's premium pricing strategy [2] - Bosideng's high-end transformation aims to shed its "cost-performance" label and align with international luxury brands like Moncler and Canada Goose, evidenced by collaborations and acquisitions [2][3] - Despite Bosideng's efforts, market data shows that nearly 80% of Chinese down jacket consumers prefer prices below 1200 yuan, indicating a mismatch between the brand's high-end positioning and consumer willingness to pay [3] Company Strategy - Bosideng has launched high-end products, such as the AREAL series in collaboration with Kim Jones, and has acquired the Canadian luxury down brand Moose Knuckles to enhance its market position [2] - The company reported record revenues of 25.9 billion yuan and a net profit of 3.5 billion yuan for the fiscal year 2024/25, marking eight consecutive years of historical highs [2] Market Competition - The competitive landscape is intensifying, with outdoor brands like The North Face and Columbia increasing market investments, while fast fashion brands like Uniqlo and ZARA leverage supply chain advantages to capture the mass market [3] - Only 32% of surveyed consumers believe Bosideng's "Dengfeng series" can compete with Moncler and Canada Goose, highlighting the challenges in establishing a premium brand perception [3][4] Brand Positioning - Unlike Moncler, which relies on a century of craftsmanship and brand storytelling, and Canada Goose, which emphasizes extreme performance and scarcity, Bosideng's high-end strategy requires a new supporting narrative to resonate with consumers [4]