Bosideng: The secret of Evergreen is the brand

Life is not long, it has become the fate of Chinese private enterprises. According to expert statistics, the average life cycle of domestic private enterprises does not exceed five years. In this “short-lived” atmosphere, “Bosideng”, the leading company in down apparel, appears to be a bit different – ​​this company, located in Changshu, Jiangsu, recently celebrated its 30th birthday.

During the celebration, experts from home and abroad discussed Bosideng's “Longevity Tips”. Almost all of them attributed the most important reason to “brand building”. In the past 30 years, Bosideng has triggered a revolution in down apparel fashion, continuously improved product quality, seized the exclusive right to release Chinese down apparel trends, supported China's mountaineering teams and set up environmental protection funds... In terms of brand building, Bosideng is more willing than most domestic private enterprises to invest more. Fall into reality.

With its own brand, Bosideng has acquired the rare anti-risk capability of other private enterprises. According to statistics from the National Bureau of Statistics’s Industry and Enterprise Information Center, as of last year, “Bosideng” down apparel has been the nation’s No. 1 sales volume for 11 consecutive years, occupying 45% of the domestic market share. According to the data from the China Down Industry Association, the production and sales of Chinese down products account for 80% of the world's total. An expert therefore told reporters that even in the global context, the "Bosideng" industry status is almost "monopolist." When the “Father of the Euro,” the Nobel Prize winner Mondale, visited Bosideng, he said: “Bosideng has become a microcosm of China’s miraculous sustained development.”