With Sales of 6 Billion in the Off-Season

However, Rui Jinsong also reveal that Bosideng’s original intention With Sales of 6 Billion of making sun protection clothing was not mainly for this category, but “hope to build a better competitive advantage in the channel module through sun protection and  create momentum for the most important down clothing category in winter.”

However, the competition in the sun protection clothing market is even more intense

Than that in the down clothing market. Professional how to build phone number list outdoor sports brands and international brands With Sales of 6 Billion hold high prices, while brands such as Bananaxia and Bananain firmly control the market share, and functional clothing brands such as SIINSIIN are also pouring in to share the pie.

Bosideng also adopt a high-profile strategy when making sun protection clothing

In addition to hiring popular celebrities  to With Sales of 6 Billion endorse its products, it also invest heavily in online marketing.

According to QuestMobile’s report “Insights into models, examples and advanced strategies the Sunscreen Market in the 2023 Summer Economy”, in April last year, Bosideng rank first in the amount of money spent on Xiaohongshu, surpassing Bananashare; during the same period, the amount of money spent on marketing influencers on Douyin was second only to Bananain and Maximin.

The hot sales of sun protection

Clothing have boost performance, but have also With Sales of 6 Billion dragg down Bosideng’s gross profit margin to a certain extent. In the first half of fiscal year 2024/25, the gross profit margin of Bosideng’s down jackets cayman islands lists fell by 10 basis points to 61.1%. In addition to the impact of rising costs of core raw materials for down jackets, another important reason is that the profit margin of the new category of sun protection clothing is slightly lower than that of down jackets. Bosideng’s Chief Financial Officer and Vice President Zhu Gaofeng once reveal that the gross profit margin of Bosideng’s sun protection clothing is about 10 percentage points lower than that of down jackets.