Analysis of the Impact of Down Fill Controversy on Brand Loyalty in the Context of Bosideng's Premiumization Strategy

Based on the in-depth research above, I am now compiling a comprehensive and systematic analysis report for you.

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In early January 2026, Bosideng made headlines again over product pricing issues. A netizen from Jiangsu posted on a social platform to question that a men’s down jacket in Bosideng’s business series, priced between RMB 2,099 and RMB 2,299, only had 86 grams of down fill for size 175, alleging excessive brand premium[1][2]. After verification, this detachable liner goose down jacket has a 90% down cluster content and a fluffiness of 700FP, with an original price of RMB 2,299. After discounts on e-commerce platforms, the price is RMB 1,929, and over 1,000 units have been sold[1][3].

This is not the first time Bosideng has sparked controversy over “high unit price, low down fill”. In December 2024, one of its goose down pants priced at over RMB 700 was mocked by netizens as “ski pants with just a layer of fabric” for having only 3 grams of down fill; another goose down pants priced over RMB 1,000 also had only 3 to 5 grams of down fill[2]. According to a consumer reminder issued by the Jiangsu Provincial Consumer Rights and Interests Protection Committee, the down fill of lightweight down jackets generally ranges from 40-100g, while that of regular-thickness short down jackets is about 150g, and medium-thickness ones about 180g[2].

The core contradiction of this controversy lies in:

. According to care label images, different sizes of this down jacket correspond to different down fill amounts: size 165 has 78 grams, size 170 has 82 grams, and size 175 has 86 grams. Only the liner is made of down, while the outer shell is windproof jacket material. Customer service recommended wearing temperature is -10℃ to 5℃[1][3]. The core of consumers’ doubt is: whether a price of over RMB 2,000 can support the warmth performance with only about 86 grams of down fill.

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Bosideng’s premiumization transformation began in 2018, when the company decided to “focus on the main business and reduce diversification”, refocusing its strategic priority on the down jacket business[2]. Since then, Bosideng has reshaped its brand image through a series of intensive marketing initiatives:

• Appearance at International Fashion Weeks
  : Made appearances at international fashion weeks in New York, Milan, Paris, etc., to gain exposure on the global stage and enhance the brand’s international fashion positioning
• Designer Collaborations
  : Launched the high-end urban line AREAL series (priced RMB 2,999-3,999) in in-depth collaboration with Kim Jones, former creative director of LV and Fendi; collaborated with “Functional Wear Godfather” Errolson Hugh to launch the VERTEX Transformable 3-in-1 Down Series
• Celebrity Endorsements
  : Signed with A-list celebrities such as Yang Mi, Xiao Zhan, and Eileen Gu to shape a high-end brand image

According to JQ Data, the average sales price of Bosideng down jackets on Tmall increased from RMB 183 in 2017 to RMB 847 in 2025, and to RMB 1,080 on JD.com[2]. The average tag price of Bosideng’s main brand climbed from about RMB 1,000 in 2017 to RMB 1,500-2,500 in 2025[5][6]. Bosideng CFO Zhu Gaofeng clearly stated that the target average price will reach around RMB 2,000 in the next few years; Executive Director Mei Dong also stated that the company will continue to expand the market for price segments above RMB 3,000[5].

Bosideng has built a brand matrix that horizontally covers multiple price segments and vertically penetrates multiple scenarios:

Brand Positioning	Target Customers	Price Range
Bosideng Main Brand	Mid-to-high-end customers	RMB 1,500-5,000
Snow Flying	Mass market with high cost-performance	RMB 300-1,000
Bingjie	High-intellectual groups	RMB 500-2,000
Moose Knuckles (Investment)	High-end luxury market	RMB 6,000-9,000
BOGNER (Holding)	High-luxury professional ski market	Premium positioning

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The target customer group for Bosideng’s premiumization strategy is

, which has the following characteristics:

• Emphasize quality and brand positioning
• Pursue a combination of functionality and fashion
• Relatively low price sensitivity, but demand “value for money”
• Value the social currency attribute of brands

However, there is a clear mismatch between Bosideng’s channel layout and its target customers. As of the end of September 2025, among Bosideng’s more than 3,500 regular retail stores nationwide, about 67% are still located in third- and fourth-tier cities, while first- and second-tier cities account for only 32.8%[2][5]. The core consumer group for high-end down jackets is concentrated in top business districts of first- and second-tier cities, and this mismatch of “high-end products + sinking channels” easily makes consumers waver in their perception of the brand’s positioning.

From market feedback, Bosideng’s premiumization transformation is facing the challenge of

:

1. Sales structure shows cost-performance consumption is still mainstream
   : On e-commerce platforms, the best-selling monthly products of Bosideng’s main brand are still mid-to-low price segment products priced at RMB 300-1,000, while products with higher prices have relatively low sales volume[5]
2. Controversy over brand premium perception persists
   : From the previous incident where a down pants priced at over RMB 700 with only 3 grams of down fill went viral, to thousands of complaints on the Black Cat Complaint Platform, discussions among consumers about whether Bosideng’s price matches its quality have never stopped[5]
3. Some consumers have clearly defected
   : Some consumers have explicitly stated that they will no longer buy Bosideng down jackets, citing unattractive styles and high prices[5]

Bosideng has adopted a number of measures in user operation to maintain customer loyalty:

• Member System Upgrade
  : In the 2024/25 fiscal year, Bosideng added about 7 million new followers and 3 million new members on Tmall and JD.com; as of March 31, 2025, the total number of members reached about 21 million; the number of followers on Douyin exceeded 10 million[4]
• Digital Operation
  : Combining AI large models and member data to build an “AI Shopping Guide Assistant” to provide personalized and multi-scenario precise services
• Member Benefits System
  : Upgraded the member points system and diversified benefits system to enhance member loyalty and satisfaction

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The down fill controversy directly impacts consumers’ trust in Bosideng’s

. Although the middle-class customer group has a certain acceptance of brand premium, their core demand is “value for money”. When a down jacket priced at RMB 2,299 only has 86 grams of down fill, consumers will naturally question: what is the basis for such pricing? Is there excessive brand premium?

Once this doubt forms a group perception, it will cause systemic damage to brand trust. Compared with price, middle-class consumers care more about the feeling of

and .

Bosideng’s mass brand impression has been deeply rooted for many years and cannot be completely reversed in a short time. There are inherent obstacles to brand upgrading from a low-end to high-end position[5]. The down fill controversy will further exacerbate this cognitive confusion:

• A brand moving upward but focusing downward
  : 67% of stores are located in third- and fourth-tier cities, contradicting the premium positioning
• Gap between high-end price and mass product perception
  : Consumers still regard Bosideng as an “affordable brand” and have a natural resistance to its high-end pricing

Amid the competition from brands like Gafencu, Arc’teryx, and The North Face, Bosideng’s middle-class customers face the risk of diversion:

Competitor Brand	Positioning Strategy	Impact on Bosideng
Gafencu	Focuses on “black gold goose down” and luxury-grade fabrics, priced at half of Moncler	Directly diverts middle-class customers in the RMB 2,000-5,000 price segment
Arc’teryx	Outdoor crossover products	Seizes middle-class consumers’ winter consumption budget
Canada Goose	Positioned for middle-class urban life	Forms differentiated competition
Moncler	High-end ski social positioning	Occupies high-end market share

Although the controversy brings challenges, the following potential positive effects cannot be ruled out:

1. Forcing product transparency
   : The controversy may prompt Bosideng to be more transparent in product information disclosure, clearly marking key parameters such as down fill amount, fluffiness, and applicable temperature
2. Accelerating product line differentiation
   : Clearly distinguish the boundary between high-end and mass lines to avoid consumer cognitive confusion caused by ambiguous product positioning
3. Increasing quality investment
   : To respond to doubts, Bosideng may increase investment in product research and development to improve actual warmth performance

Impact Dimension	Impact Degree	Assessment Period
Short-term brand reputation	Moderate negative impact	1-3 months
Medium-term sales conversion	Mild negative impact	3-6 months
Long-term brand loyalty	To be observed	Over 6 months
Competitor diversion risk	Moderate risk	Persistent

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The increase in down jacket costs does have objective reasons. According to monitoring by Down Gold Network, the price of down raw materials has continued to rise recently. Taking 90% white duck down as an example, the quotation on January 9 was RMB 527.72 per kilogram, with a 7-day increase of 3.09% and a year-on-year increase of about 16.38% compared to previous years[2]. However, the growth rate of marketing costs brought by brand premiumization far exceeds that of raw material costs: from fiscal year 2018 to 2024, Bosideng’s sales and distribution expenses surged from RMB 2.452 billion to RMB 8.055 billion, with a compound annual growth rate of 21.92%, far exceeding the 17.37% compound annual growth rate of revenue in the same period[5]. This means that if you buy a Bosideng down jacket priced at RMB 2,000, nearly RMB 800 may be spent on celebrity endorsements, red carpet shows, advertising and marketing, etc.

The premiumization dilemma faced by Bosideng is not an isolated case. International high-end brands such as Canada Goose and Moncler also face pressure of slowing growth. In fiscal years 2023-2025, Canada Goose’s year-on-year revenue growth rates were 10.8%, 9.6%, and 1.1% respectively, showing a trend of gradual slowdown[6]. For all brands striving for high-end positioning, the difficulty lies in:

[6].

The “2025-2030 Global and China Down Jacket Industry Market Status Research and Development Prospect Analysis Report” shows that China’s high-end down jacket market has achieved explosive growth, with the market size of high-end down jackets priced over RMB 2,000 growing at a rate of 20%, becoming the core growth engine[6]. However, there is a time lag between market growth and consumer acceptance. JQ Data shows that in 2024, the market share of down jackets priced below RMB 1,000 in the online basic market accounted for about 72%[2]. This means that

.

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Specifically:

• Short term
  : The controversy will trigger the spread of negative public opinion, and some wavering customers may turn to competitors
• Medium term
  : Without an effective response, an entrenched perception of “high price, low value” may form
• Long term
  : Restoring brand loyalty requires systematic upgrading of product strength, channel strength, and marketing strength

• Clarify product value anchors
  : Establish a transparent product parameter disclosure system to allow consumers to clearly understand the down fill amount, fluffiness, and applicable scenarios of each product
• Strengthen technological barriers
  : Continue to increase R&D investment and convert technological patents into perceived product value
• Precise differentiation of product lines
  : Clearly distinguish the boundary between high-end and mass lines to avoid ambiguous positioning

• Optimize channel layout
  : Increase the proportion of stores in core business districts of first- and second-tier cities to match the high-end product positioning
• Enhance in-store experience
  : Build a TOP store system to provide shopping experience matching the high-end positioning
• Unify pricing system
  : Strengthen price control over distributors to avoid price discrepancies between direct-operated stores and distributors

• Tell a good brand story
  : Shift from “marketing-driven maturation” to “cultural accumulation” to establish the brand’s social currency attribute
• Strengthen circle marketing
  : Continue to bind with high-end circles, such as the Chinese Arctic and Antarctic Administration expedition teams, etc.
• Crisis public relations plan
  : Establish a public opinion monitoring and rapid response mechanism to timely respond to consumer concerns

• Deepen member services
  : Continue to upgrade the member benefits system to provide personalized and precise services
• Establish a feedback loop
  : Establish a consumer opinion collection and response mechanism to allow users to participate in product iteration
• Cultivate core users
  : Focus on upgrading core users’ experience and build an ecosystem directly facing core users

Bosideng Chairman Gao Dekang once said: “Price reduction is suicide, and brand confidence is the highest leadership.”[2][5] This statement reflects the brand’s determination to move upward, but it also means that it must face the growing pains of the premiumization process. The down fill controversy is both a crisis and an opportunity — it reminds Bosideng that

. Only when consumers truly perceive “value for money” or even “more value than money” can brand loyalty be firmly established.

For middle-class customers, Bosideng needs to find a balance between “brand confidence” and “consumer trust”. The road to premiumization is long and arduous, but not impossible — the key is to build brand value based on product strength, with sincerity as the foundation, and a long-term mindset.

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[1] China.org.cn - “Bosideng Down Jacket Priced at RMB 2,299 Only Has 86 Grams of Down Fill; Brand Premium Sparks Controversy” (https://news.china.com/socialgd/10000169/20260109/49147640.html)
[2] China News Service - “Down Jacket Priced at RMB 2,299 Only Has 86 Grams of Down Fill? Bosideng Makes Headlines Again Over Product Pricing” (https://www.chinanews.com.cn/cj/2026/01-09/10549382.shtml)
[3] Sina Finance - “Down Jacket Priced at RMB 2,299 Only Has 86 Grams of Down Fill? Bosideng Makes Headlines Again Over Product Pricing” (https://finance.sina.com.cn/roll/2026-01-09/doc-inhftuci0215925.shtml)
[4] Bosideng International Holdings Limited 2024/25 Annual Report (https://doc.irasia.com/listco/hk/bosideng/annual/ar320943-c101.pdf)
[5] Caifuhao/Eastmoney - “Bosideng’s Winter Is Not Warm” (https://caifuhao.eastmoney.com/news/20251222221532709697700)
[6] Jiemian News - “Bosideng OEMs University Down Jackets, Regains the Dignity of Price Hikes” (https://www.jiemian.com/article/13781961.html)
[7] Chanmama AI - “Comprehensive Market Analysis Report on Bosideng Down Jackets (January 2026)” (https://ai.chanmama.com/article/76)
[8] CBNData - “Behind Rising Prices and Endless Controversies: The Premiumization Myth of Down Jackets” (https://m.cbndata.com/information/294730)"