After the end of the march, this winter is supposed to be high-end series Bosideng Down shine time. But not wanted, Bosideng high-end sales are down jacket in case of cold.
According to the "corporate transparency report" other relevant data found Bosideng sales on the recent release of some high-end products online is not satisfactory. Lynx data show that as of November 19, 2019, Bosideng down jacket sales Dengfeng variety series are single digits.
At the same time, the low-end down jacket Bosideng sales have been rising, even once entered the online sale of stock, hot sales stage line up to grab the next line. Only in 2019 "double October" day, Bosideng Lynx flagship store seven minutes to break billion, all-day cat flagship store sales exceeded 650 million yuan, an increase of 58% over last year, same-store sales among the first Chinese clothing brand a.
Why Bosideng's sales in the low-end products and high-end products will be such a big contrast to it? The face of high-end sales freeze, the Bosideng after the return of the main industry adhere to such a high-end, this really is the right direction of the transformation it?
In fact, from the development trend of the down jacket industry point of view, high-end down jacket is a major development direction of China's industry . To establish in the Canada goose down jacket and other foreign high-end brands invasion of its competitive advantage, even though the transition will be full of twists on the road, but this is a way for Bosideng have to row.
Down behind ten thousand yuan sales freeze future road Bosideng transformation is still not so smoothly
In the case of dismal sales, ten thousand yuan Bosideng Down frame in the final choice of the platform. In the October 30, Bosideng has just held in Shanghai Dengfeng Series conference to announce a new series of ten thousand yuan Dengfeng Down, seven high positioning products, priced at 5800 yuan.
According to "corporate transparency report," the report shows that a number of stores around the Bosideng clerk said the high-end product series Dengfeng Down recently few people interested, the market is still better sales price of 1,500 yuan in the end products.
Why Bosideng down jacket high-end sales will be so dismal it? In fact, this situation is as it should be.
一方面，波司登的品牌调性和既有的客户人群，本就不是高端，而是中低端。这是为什么波司登中低端商品销量节节攀升，波司登高端商品却无人问津的重要原因。在波司登高端商品推出后，波司登的用户群体里前期并没有太多种子用户，这导致限量销售所营造的稀缺性并不能真正刺激到消费者。
另一方面，波司登既有的品牌形象实际上是一个中低端羽绒服品牌形象，并没有太多品牌溢价。事实上，消费群体和消费需求是分层的，在波司登高端羽绒服并不是推出新品牌去做的情况下，波司登品牌老用户会接受不了高端商品，而真正的高端的用户又会认为波司登还不够档次，波司登需要时间和品牌沉淀才能产生更大的品牌溢价。
不容忽视的是，一个高端商品，波司登竟然还打出了促销的方式，这和要树立一个高端品牌本身就是相背离的。
从这两个角度来看，本次波司登推出高端羽绒服，更大的意义是对外强化其高端品牌定位的属性，销量遇冷也很正常。从长远的角度来看，波司登不仅是现在推高端品牌销售遇冷，在波司登从中低端升级到高端的过程中，其必然会迎来转型的阵痛，想要轻松走上顺风顺水的转型道路也不太现实。
尽管遇冷 但为什么波司登还得继续坚持做高端？
但是，为什么波司登还得继续坚持做高端呢？高端化，也是波司登不得不去面对的挑战。
2009年，波司登提出多品牌化、四季化和国际化转型战略，最后以失败告终。与上一轮转型战略相比，进军羽绒服的高端市场无疑要更为稳妥。
波司登是国内顶尖的羽绒服品牌，跨界去做羽绒服以外的生意，远比做羽绒服风险更高。不管未来波司登的整体品牌高端化，还是会以系列产品或独立品牌做羽绒服高端市场，但从整体的行业情况来看，波司登一定会也必须要在中国羽绒服高端市场有所成就。
从行业大趋势的角度来看，中国羽绒服的产量实际上是在下降，但羽绒服市场规模确实在不断扩大，这说明在消费升级的大趋势下，羽绒服产品正卖得越来越贵，越来越高端，消费者在羽绒服上的消费能力正越来越强。
这一点，从波司登此前的财报中就可以发现这个市场规律。国金证券在一份研报中指出，2018年，波司登主品牌提价幅度为30%~40%。2017~2018年，波司登品牌1000~1800元价位段产品占比由47.6%提升至63.8%，1000元以下产品占比则由47.5%下降至12.5%。
在整个大行业都在朝着更高端的路线去发展，身为国内第一大羽绒服品牌，波司登自然不能掉队。
如果对标海外市场，你会发现，中国羽绒服市场还有很大的发展空间。据前瞻产业研究院发布的数据，欧美国家的羽绒服普及率在30%~70%之间，而我国目前羽绒服的普及率只有10%左右，未来还有很大的开发空间。
在巨大的增长空间下，在高端化的趋势下，中国羽绒服市场也被更多海外奢侈品品牌盯上。据加拿大鹅的财报数据显示，加拿大鹅在亚洲地区销售增长尤其强劲，亚洲地区的销售额从2660万加元增长至4890万加元，同比增长83.3%。
目前，加拿大鹅已经在香港、上海、北京开设门店，并入驻天猫平台。在加拿大鹅、Moncler等国际品牌快速发展的过程中，作为中国本土的羽绒服品牌，如果波司登不能在高端品牌方面有所建树，未来中国市场更大的发展空间就会被加拿大鹅等品牌占据，这对于波司登来说无疑是一个巨大的损失。
因此，在回归羽绒服主业后，高端化既是未来整个羽绒服行业的发展趋势，同时也是波司登抓住新市场红利的机会。
A positive result, even if the future of ups and downs, but they have to adhere to teeth Bosideng down jacket achievements of high-end market. To be sure, in the course of Bosideng transformation, its future there is still plenty of places to explore. For example, it is a brand positioning for the most part is a single, high-end is high-end, low end is the low end, if Bosideng is selected from low-end to high-end development, then this will inevitably give up part of the market.
But the current situation, the low-end market is undoubtedly the main battlefield of Bosideng, because if this leads to high-end market is swallowed by a competitor, this is a great loss for Bosideng it. Future, high-end Bosideng must reach the end, but come to the end of the road, Bosideng also need to go through all kinds of hardships.
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