以下文章来源于定焦One ，作者定焦One团队 定焦One . 深度影响创新。 将投中网设为"星标⭐"，第一时间收获最新推送 高端遇冷、中端突围。 作者丨 李梦冉 编辑丨 魏佳 来源丨 定焦One 羽绒服市场正 在 上演一场 "价格错位" 。 一边是高端品牌增长失速， 曾经 被视为"身份象征" 的万元羽绒服，如今已然"卖不动了"。 作为高端羽绒服的代表，Moncler（蒙口）与加拿大鹅这两大均价上万元的品牌，在这个冬天真切感 受到了市场的寒意。 今年三季度， 蒙口集团营收同比 出现 下滑 ， 而贡献了近九成集团营收的主 品牌Moncler，收入也同步走低；其中国市场增速不及以往，昔日的增长引擎正在降温。 加拿大鹅的 表现 同样 不佳 ：2022-2025财年， 其营收增速 从21.54%骤降至1.1%，增长几乎 陷入停滞。尽管2025年第二季度，大中华区营收凭借区域市场策略调整实现11.6%的同比增长，但 这一局部亮点未能扭转全局 放缓的趋势。 另一边，无论是 靠 平价 起家 的国民品牌，还是 本就站稳脚跟的 中高端玩家， 并没有选择"降价 冲量"，反而是继续向上抬升价格 。 主打高性价比的"县城三件套"鸭鸭 ...

Group 1 - The high-end shopping malls in Shanghai have become popular destinations for foreign tourists during the autumn and winter travel peak, supported by the innovative "immediate refund" service for departure tax [1] - The iapm mall has established a centralized refund point for departure tax, offering a one-stop service for foreign tourists, with over 40 tax refund stores now available [1] - Since the opening of the centralized refund point in September, over 100 transactions have been processed, with a departure tax sales amount of approximately 900,000 yuan, showing a significant upward trend [1] Group 2 - The departure tax policy has effectively linked local brands with global customers, as seen with the successful opening of the Bosideng flagship store in Nanjing East Road, which has registered as a departure tax store [2] - The store has seen a notable increase in customer traffic, with foreign customer spending accounting for 13% of total sales and 684 tax refund applications filed, amounting to over 2.38 million yuan in taxable sales [2] Group 3 - The departure tax policy has significantly boosted the inbound tourism market in Shanghai, with a 156.3% year-on-year increase in the number of foreign tourists applying for departure tax refunds from January to November [4] - The sales amount and tax refund amount for taxable goods have increased by approximately 80% year-on-year, with over 1,000 new departure tax stores established this year, doubling the total number of registered stores to over 1,700 [4] - The tax authority plans to continue optimizing the departure tax service network and enhance policy promotion to support the growth of inbound consumption and contribute to Shanghai's development as an international consumption center [4]

Core Viewpoint - Bosideng's latest financial report for the 25/26 fiscal year shows strong performance, with revenue and profit reaching new highs, indicating a sustained high-quality growth trajectory driven by brand enhancement, product innovation, and refined channel operations [2][3][30] Financial Performance - Revenue reached 8.928 billion yuan, with a net profit of 1.201 billion yuan, representing year-on-year growth of 1.4% and 5.2% respectively [2] - The down jacket segment saw an 8.3% increase in revenue, with self-operated and wholesale channels growing by 6.6% and 7.9% respectively [2] - Overall gross margin and operating profit margin improved to 50.0% and 17.0% [2] - Inventory turnover days decreased by 11 days to 178 days, indicating improved operational efficiency [2] Brand Strategy - Bosideng is focused on becoming a "global leader in down jackets," implementing a "four-dimensional differentiation" strategy to enhance brand value [5] - The brand is expanding its matrix by investing significantly in sub-brands like Xuezhongfei, which aims to become "China's first brand in ice and snow down jackets," showing over 20% year-on-year growth [7] - The internationalization of the brand is evident through collaborations with high-profile designers and participation in global fashion events, enhancing its presence in the luxury market [8][9] Product Innovation - Bosideng is leveraging consumer insights to drive product innovation, focusing on multi-scenario applicability and addressing consumer pain points [12][13] - The "Puff Down Jacket" series exemplifies this approach, combining style and comfort for urban consumers, leading to significant sales growth [14][16] - The AREAL series targets urban elites, addressing the dual need for warmth and style, and has shown strong market performance [20][21] Channel Strategy - Bosideng is enhancing channel efficiency through refined operations, focusing on flagship stores and a top-store system to create a unique brand experience [22][23] - The company is actively reducing inventory levels and improving operational efficiency in both self-operated and wholesale channels, with inventory down over 20% year-on-year [28] - A user-centric, omnichannel ecosystem is being developed to enhance customer engagement and brand value [29]

Core Viewpoint - The dual-focus strategy of Bosideng, concentrating on the main channel of down jackets and the main track of fashionable functional apparel, has achieved significant results during the reporting period, with down jacket business leading industry growth and fashionable functional apparel becoming a new growth engine [1][18]. Financial Performance - For the first half of the fiscal year 2025/26, Bosideng reported a revenue of 8.93 billion yuan, a year-on-year increase of 1.4%, and a net profit attributable to shareholders of 1.19 billion yuan, up 5.3% year-on-year. The gross margin remained high at 50%, with a slight increase of 0.1 percentage points, and the operating margin improved by 0.3 percentage points to 17% [1]. Down Jacket Business - The down jacket segment continued to show strong growth, generating revenue of 6.57 billion yuan in the first half, a year-on-year increase of 8.3%, accounting for 73.6% of total revenue, making it the core driver of the company's performance [2]. Product Innovation - Bosideng has deepened the integration of technology and fashion, continuously enriching its product matrix. In the sun protection apparel sector, the company has developed new functional fabrics achieving UPF50+ sun protection, while also being breathable and comfortable [4]. The outdoor apparel line features a three-in-one design for versatile wear, and collaborations with renowned designers have enhanced the brand's appeal [5]. Channel Development - The company has optimized its channel quality, increasing the number of down jacket retail outlets to 3,558, with a net addition of 88 stores. The self-operated channel revenue grew by 6.6% year-on-year, while wholesale channel revenue increased by 7.9% [8]. Supply Chain Management - Bosideng's flexible and responsive supply chain is a key competitive advantage, allowing for efficient inventory management and rapid market response. The average inventory turnover days decreased to 178 days, reflecting improved operational efficiency [9]. ESG Practices - Bosideng is the first and only company in the Asian textile and apparel industry to receive an MSCI ESG AAA rating, demonstrating its commitment to sustainable development. The company integrates sustainability into all operational aspects, balancing economic and social benefits [10]. Multi-Brand Strategy - The company has expanded its multi-brand strategy to build a diverse brand matrix in the fashionable functional apparel sector. This includes high-end collaborations and investments in luxury brands, enhancing its presence in the premium market [16]. Future Growth Prospects - Bosideng plans to continue its dual-focus strategy, consolidating its leadership in the down jacket industry while increasing investments in fashionable functional apparel. The company aims to enhance product innovation and expand its market presence, positioning itself to capitalize on consumer upgrades and industry changes [18].

Core Insights - The high-end down jacket market in China is experiencing significant changes, with domestic brands like Bosideng, Gao Fan, and Meili Cheng making strong inroads against established international brands such as Canada Goose and Moncler [1][5]. Group 1: International Brands Performance - Moncler reported a revenue of €1.841 billion for the first three quarters of 2025, showing a 1% decline year-on-year when calculated at current exchange rates [2]. - Canada Goose's revenue for the three months ending September 28, 2025, was CAD 273 million, reflecting a 1.8% increase year-on-year at current exchange rates, but an operating loss of CAD 17.6 million was reported [2][3]. - Both brands highlighted strong performance in the Chinese market, which has become a key growth driver despite challenges in other regions [2][3]. Group 2: Domestic Brands Growth - The Chinese down jacket market is projected to exceed ¥227 billion in 2024, with a 15% year-on-year growth, and the high-end segment (priced above ¥2,000) is expected to grow at 20% [5]. - Bosideng has significantly increased its product prices, with flagship items now ranging from ¥2,000 to ¥3,000, and some premium lines exceeding ¥10,000 [6][7]. - Gao Fan is expanding its presence with 23 stores across various provinces, indicating a strategic push into the high-end market [8]. Group 3: Product Innovation and Competition - High-end down jackets are competing on multiple fronts, including filling materials, technology, and design, with goose down becoming a standard for premium products [11]. - Brands are focusing on technological advancements, such as windproof and waterproof materials, to enhance product performance [12]. - Innovative designs and collaborations are being utilized to attract consumers, with brands like Moncler and Gao Fan integrating unique cultural elements into their products [13][15]. Group 4: Consumer Behavior and Market Dynamics - Consumers are increasingly discerning, valuing quality, experience, and brand narratives, which influences their purchasing decisions in the high-end down jacket market [14]. - The competitive landscape is intensifying, with domestic brands challenging international players, necessitating a focus on genuine quality to maintain market positioning [14].