Bosideng grows by 25% following Singles’ Day
The online retail value of China’s Bosideng outdoor down apparel brand increased by roughly 25% year on year following mid-November’s Double 11 - or Singles’ Day - shopping festival, the company has reported.
According to official data, Bosideng’s Tmall flagship store was ranked first among domestic brands for both women and men’s clothing during the first hour of pre-sales for Double 11’s first window (November 1-3).
As of 23:59 on November 11, Bosideng’s omnichannel Double 11 sales had exceeded ¥1.5 billion RMB (around $229 million USD).
Both in the run-up to and during the festival, the brand participated in live broadcasts staged by one of the most popular Chinese influencers, Li Jiaqi, in order to reach its target consumer base more directly. Bosideng also staged its own live broadcasts, ranking first in the apparel industry for the popularity of one of its Tmall livestreams.
Bosideng’s parent company, Bosideng International Holdings, is the largest down clothing company in China.
Image: CTEI.
