Bosideng's sunscreen clothes sold for four figures. Is it possible to sell high-grade down jackets in sunscreen clothes?

In the clothing market of China, Bosideng is undoubtedly a well-known enterprise in the clothing market. In the early years, Bosideng became the market leader through down jackets. In recent years, Bosideng has repeatedly made circles with high-end products. Recently, Bosideng opened the circuit of sun protection clothing to compete with banana farmers, but everyone is asking whether the four-digit Bosideng sun protection clothing is really bought.

Bosideng sunscreens sell for four figures? According to Caijing Tianxia Weekly, this summer, with the rise of outdoor sports trends such as camping and cycling, and the momentum of IPO of sunscreen track players represented by bananas, the consumption of sunscreen clothes has also warmed up. Even Bosideng, who is famous for selling down jackets, ended up testing the water. On the video platform, there have been more than 800 posts about Bosideng's sunscreen clothing, including many fashion bloggers with millions of fans, and also published notes on planting grass for related products.

Before the arrival of summer, Bosideng launched the "Bosideng Outdoor Flagship Store" on Tmall platform, which is different from Bosideng's flagship store. The store focuses on outdoor products in different sports scenes such as camping, golf and skiing. Among them, sun-protective clothing became its main item this summer.

However, unlike many sun-protective clothing products with the price of 200-300 yuan, Bosideng, which once sold down jackets to a maximum of 10,000 yuan, still continued the high-end route. The weekly "Financial World" found that the highest sales volume in this store is a 799-yuan women's sunscreen clothing with a monthly sales volume of 73 pieces. In addition, there is a man's business sun protection suit with a price of 1.499 yuan, and another man's cycling sun protection suit with a price of 1.399 yuan shows that only two people bought it.

Is there really a chance for high-end sunscreen clothing? As we all know, Bosideng is a brand of down jacket. Judging from down jackets, Bosideng has been playing mainly in the domestic winter clothing market. Before we studied Bosideng, Bosideng said that Bosideng tried to lay out the clothes for the whole four seasons, but in the long run, he finally chose to return to his best down jacket and make a difference in the high-end down jacket market. This is the market logic that Bosideng has been doing before.

But now, with the development of the whole market, Bosideng has begun to fully enter the clothing market in other seasons. At present, the sunscreen clothing launched by Bosideng is such a logic. It is hoped that through the layout of some markets, there will be better market performance in markets other than down jackets, which is the overall market layout of Bosideng at present. The essence of launching high-end sun-protective clothing is basically the same as Bosideng's launching high-end down jacket, that is, gaining enough brand influence and earning enough profits through high-end.

It can be seen from this logic that Bosideng's current market performance is actually to launch this high-end sunscreen clothing. Bosideng's purpose may not be to sell this dress in a short time, but to grab enough market attention through more expensive prices. Just like Bosideng's logic of launching high-end down jackets before, most people will not buy Bosideng's high-end down jackets.

But it is precisely because Bosideng has a high-end down jacket product system that more and more people think Bosideng is a relatively high-end product and buy other down jackets from Bosideng. This is what Bosideng's overall market layout shows, so high-end and expensive sunscreen clothing is not necessarily Bosideng's core advantage, but Bosideng's market performance is the key to its core.

From the current point of view, Boston's sunscreen clothing may not have any good performance in the market. After all, everyone's needs in the whole outdoor sunscreen market are relatively clear. Specialized outdoor enterprises like Banana have actually built their own market competitiveness and market competitive advantage.

Therefore, under the current circumstances, Bosideng may still have great market pressure if he wants to completely defeat the market pioneer like banana. At present, we can't see where Bosideng's advantage lies. For most consumers, Bosideng's down jacket can be recognized, which is the result of Bosideng's long-term advantages, while Bosideng's sunscreen clothing may not have so many market advantages.