Guangxi Guiping Lidong Sports Goods Co., Ltd. , https://www.lidongsports.com
Bosideng has established a four-season product transformation strategy, shifting from a single focus on down Jackets to a broader clothing brand. Today, when people think of "down jackets," the first name that comes to mind is "Bosideng." The brand has successfully captured the title of "King of Winter Clothes" in consumers' minds. However, as a leading example of strategic development in China's apparel industry, Bosideng also faces challenges: its products are highly seasonal, and market profitability is significantly influenced by weather conditions.
In recent years, under the leadership of Gao Dekang, Bosideng has shown strong ambition, aiming to "build a world-renowned brand and serve the country." To reduce dependency on seasonal demand, the company has actively expanded into the four-season market. Brand innovation has become its core weapon in the competitive landscape. As Peter Drucker once said, "The purpose of business is to create customers." Gao Dekang emphasizes that brand positioning must be based on customer perception, competitive environment, and the company’s own strengths, rather than internal assumptions.
To break free from a single-product and single-mode structure, Bosideng has shifted from market incubation to brand creation. It aims to deeply embed its brand culture and personality into target consumer groups through patient and long-term engagement. This approach helps build emotional connections with customers.
As a result, Gao Dekang introduced the four-season product transformation strategy, focusing on enhancing product mix and optimizing the brand portfolio. Through multi-brand strategies, professional development, and international expansion, Bosideng has extended beyond down jackets to include men’s and women’s wear, bringing new life to the brand.
Today, for younger generations, Bosideng should no longer be associated solely with down jackets. Gao Dekang emphasized that the brand will fully integrate its positioning, design, and distribution strategies to ensure diverse styles that meet the needs of all consumer segments. Over the next three to five years, the company plans to increase non-down jacket sales to 30% of total revenue, transforming itself into a global operator of well-known integrated clothing brands.
When it comes to the ongoing four-season expansion project, Gao Dekang remains calm and humble. He avoids boasting about past successes and instead focuses on long-term goals. "Brand innovation is a long marathon," he said. "It requires endurance and patience. We believe in miracles through our dreams and perseverance. With consistent effort toward our goals, we will eventually achieve great results."