Text/Di Lin Review/Zi Yang Proofreader/Zhi Qiu
In the second half of 2021, Canada Goose's "Chinese mainland store prohibits returns" caused an uproar inside and outside the industry.
Although Canada Goose officially apologized in time and reiterated that Chinese mainland stores allow returns and exchanges, Chinese consumers still have a very bad impression of this foreign brand at the moment when the national tide is prevalent.
And this, but the best time for domestic brands to catch up, for a time, with the domestic down jacket leading brand known as Bosideng heat is high.
China's "Canada Goose"
According to public information, Bosideng was officially established in 1976, is a well-known brand down jacket manufacturer in China, and has been focusing on down jackets for 45 years.
Different from other domestic local down jacket brands, Bosideng has been set as a mid-to-high-end since its inception, and the benchmark is the global first-line down jacket brands such as Canada Goose and Mengke.
At the same time, Bosideng also shouted out the slogan of selling well in 72 countries around the world, packaging itself as a high-end domestic brand that is moving towards the international market.
However, in Bosideng's 2020/21 financial performance report, the company did not mention data on down jacket export business.
Therefore, some people in the industry have questioned Bosideng's slogan of "selling well in 72 countries around the world" and speculated that Bosideng mainly does OEM business overseas.
However, the authoritative research report issued by Euromonitor International shows that Bosideng's down jacket ranks in the world's leading position in terms of sales and sales volume.
Positioning, data ice and fire double heaven
Since the fog is thick, the author believes that in the absence of accurate data to support it, how well Bosideng is mixed overseas cannot be blindly determined.
But what is certain is that Bosideng's high-end products are not very popular in the domestic market.
According to the data in the Bosideng Tmall flagship store, the sales of down jackets of more than 4,000 yuan are less than 100 pieces; the same product endorsed by traffic star Xiao Zhan, which is priced at 5990 yuan, has a monthly sales volume of 58 pieces.
In addition, there are only 9 comments in the Bosideng WeChat Mini Program store. It is true that Bosideng also has a certain sales volume in other channels, but it is undeniable that Bosideng's high-end products have not won too much consumer recognition in the domestic market.
This is very different from Bosideng's high-end positioning, you know, in order to cope with the attack of international big names such as Canada Goose and Mengkehu, Bosideng has painstakingly told a lot of "high-end stories".
Bosideng's high-end story is of no interest to anyone
For example, the Bosideng Summit series has many built-in scientific and technological elements and "black technology" materials, and is named after world-famous peaks such as Mount Everest and Meru.
For example, Bosideng has united many internationally renowned designers to launch designer joint models, cross-border cooperation to launch Marvel series, Star Wars series and so on.
But unfortunately, almost no one in China is interested in Bosideng's high-end story, and more consumers will not hesitate to choose brands such as Canada Goose and Mengkehu.
As for the reasons for this, the author believes that there are two main aspects.
On the one hand, compared to Canada Goose, Bosideng's brand image and value are one step slower, and the chess game is one step worse.
Just like Xiaomi and Apple, although the former has also launched a high-end flagship, the iPhone is more capable of attracting consumers' attention in comparison.
On the other hand, without changing the domestic consumer's perception of domestic brands, the high pricing and high-end positioning of Bosideng products are also difficult to open up sales channels.
In addition, Bosideng's overseas brand output results cannot be reflected, which also makes it difficult for domestic consumers to identify with brands and products.
At this point, Bosideng may wish to refer to Li Ning, although this domestic brand is not as good as international brands such as Nike, but Li Ning's performance in international fashion weeks has made Chinese consumers aware of Li Ning's rebirth.
Write at the end
On the whole, the author believes that Bosideng still has a long way to go to become China's version of "Canada Goose", and the challenges are still severe.