How far is the Chinese brand from the world famous brand? The wisdom of the ancients tells us: “The road is not only impossible, but the matter is small, it can’t be done.”
The road is blocked and long, and the line will arrive.
Editor’s note: This article is from “iFeng Technology” (ID: ifeng_tech) author: easy Code, Phoenix Finance Kai Yang Lu 4.
“The monks are under the window of the book, and they are flying cold.” Hundreds of years ago, the poet Dai Shulun sat in the window reading a book, and saw a piece of snow flakes into the forest, feeling a chill, write a The first title is “Little Snow”.
In the twenty-four solar terms, Xiaoxue is a special solar term, entrusting the joy and mourning of the literati. Entering the modern society, Xiaoxue has more commercial hints – “Winter is coming, and it is time to buy down jackets.”
In November, the domestic and international down jacket brands have tried their best and are ready to go. In this year’s double 11 e-commerce war, Bosideng Tmall flagship store won the top spot in the single-store sales of Chinese clothing brands with 650 million sales. Two days later (November 13th), the Canadian brand of the international down jacket, Canada Goose, announced its second quarter financial report for the second quarter of 2020, with sales revenue of 294 million Canadian dollars, an increase of 27.7%.
Although the sales of the two major down jacket brands climbed to the peak, they both lost to the capital market. On the first trading day after the Double 11 victory (November 12), Bosideng suffered a huge amount of funds in the session, and there was a flash collapse, which was nearly 15%. On the first trading day after the release of the beautiful quarterly report (November 13), the Canadian Goose stock price plummeted 11% in one day.
While sales were selling, the stock price plummeted, and the performance of the two down jacket brands made some industry insiders lament that they could not understand.
When the temperature falls below zero, when people are wrapped in down jackets, we try to uncover the commercial war behind the down jacket:
Why is the brand name down jacket more expensive to sell? What is the cost of 2000 2,000-odd and 10,000-ton Canadian geese? The essence of the so-called “brand upgrade” is overwhelming advertising and decoration stores? Bosideng claims to be “a choice of 72 countries and 200 million people.” How far is it from the world famous Canadian geese? What are the advantages of Bosideng compared to Canadian geese?
The Phoenix Net Financial reporter reviewed the previous annual reports and various materials of Bosideng and Canada Goose, and found the answers to the above questions from more than 500 pages of financial data.
01 Why do the down jackets sell more expensive?
At the end of October, “down jackets have risen in price” and quietly climbed on Weibo. Some media reported that the average price of down jackets last fall was between 700-800 yuan, which has reached this year.