Bosideng, once troubled by the "warm winter," decided to shift its focus and start producing non-down jackets. However, a sudden heavy snowfall created a dramatic change in the market. The severe cold disrupted daily life, affecting both consumers and retailers. While down jacket companies that relied on warm weather saw a drop in sales, those that were "colder and colder" experienced a surge in demand. At the same time, the cold encouraged people to stay home more, reducing in-store shopping but boosting online sales, with some products seeing a 30% to 50% increase in sales.
The intense cold wave sweeping northern China brought huge business opportunities for Bosideng, the leading down jacket brand. According to Bosideng, sales reached nearly 700 million yuan in just three weeks, a rise of 86% compared to the same period last year. The company's chairman, Gao Dekang, stated that this winter saw record sales across all retailers, prompting early orders from distributors. Despite the early arrival of cold weather, the company had already implemented effective production and order management strategies, allowing it to meet the sudden surge in demand and boost overall sales.
In November 2009, Beijing and other northern cities experienced their first snowfall of the season, with some areas facing rare blizzards. This cold snap created a perfect environment for down jacket sales. According to Bosideng's data, sales of down jackets reached 697.1 million yuan between November 2 and November 22, marking an 86% increase over the previous year.
Suzhou, known as the largest down jacket production base in China, also saw a sharp rise in demand due to the early and severe cold. Many northern cities faced early snowstorms, causing a sudden spike in down jacket sales. Meanwhile, raw material shortages emerged ahead of the seasonal peak, forcing manufacturers to ramp up production quickly. Some companies, however, had been holding large inventories due to previous warm winters, making them hesitant to produce in advance. As a result, some brands faced stockouts when demand surged.
Bosideng learned from past experiences. In 2006 and 2007, a warm winter led to high inventory levels, and the company saw a decline in revenue in 2007/2008, dropping by 6.27% compared to the previous year. To reduce its reliance on weather conditions, Bosideng began expanding into non-down products such as jackets and four-season clothing. In September 2009, it acquired the women’s brand "Johnson Point Women" for 88 million yuan, strengthening its four-season product line.
Industry experts noted that while extreme weather can boost sales, long-term growth in the fashion industry depends on brand strength and consumer trust. A sudden blizzard may keep people at home, reducing shopping frequency, so companies must balance short-term gains with long-term strategy. For Bosideng, adapting to changing weather patterns and diversifying its product offerings has proven key to sustained success.
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