Golden Week helps Chinese down jacket brands warm up for winter
13/10/2022
Bosideng, Xuezhongfei and Duck Duck all exceeded a gross merchandise value (GMV) rate of 100% on Alibaba-powered e-tailing platform Tmall over the period, analysts at the company said.
According to Alibaba news hub Alizila, Bosideng has been selling on Tmall since 2009, ranking first for sales in the platform’s domestic apparel category between 2019 and 2021. Around one third of its domestic sales come from Chinese e-commerce platforms. The brand is the market leader in down clothing in China.
Regarding brick-and-mortar retailing, Bosideng opened its first-ever experiential retail concept store on Shanghai’s Nanjing West Road in early October. Only days later, the company reopened its flagship in London’s Mayfair after doors closed to the boutique in 2017 following five years of operations. The four-floor store features a “snow room” where customers can try on its down apparel while immersed in below-freezing temperatures.
Bosideng’s new brand experience store in Shanghai. Credit: Bosideng via Weibo.
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