Core Viewpoint - Bosideng has appointed renowned British designer Kim Jones as the creative director of its newly established AREAL high-end urban line, marking a significant step in the company's strategy to elevate its brand image and product offerings [1][3]. Group 1: Appointment of Kim Jones - Kim Jones, previously the artistic director for men's wear at Dior and Louis Vuitton, has been appointed by Bosideng to lead the AREAL line [1][3]. - Jones is recognized for his successful collaborations, including a notable partnership with Supreme that generated direct profits of €3.64 billion for LVMH [3]. Group 2: Bosideng's Brand Strategy - Bosideng has shifted its focus towards high-end positioning since 2018, which includes upgrading product positioning, technological innovation, and internationalization [4]. - The company plans to elevate its main product price range to between 1,500 to 2,500 yuan by 2025, with its high-end series "Dengfeng" being the first domestic down jacket brand to exceed the 10,000 yuan price point [4]. Group 3: Financial Performance - Bosideng reported a revenue of 25.902 billion yuan for the fiscal year ending March 31, 2025, reflecting a year-on-year growth of 11.58% [5]. - The net profit attributable to shareholders increased by 14.31% to 3.514 billion yuan during the same period [5].