Jing Daily: How Chinese Down-Jacket Brand Bosideng Is Winning at Global Expansion
Bosideng, the largest down-clothing brand in China, has been expanding into the global market since 1992, making this push fully happen in 2012. With 15.6 percent revenue growth ($849 million) over the first half of FY22 and being number one globally in down-jacket sales from July to August 2021, Bosideng is undoubtedly growing both in and out of its local market. But the brand’s globalization journey has not been smooth over the past decade. In fact, they have encountered significant difficulties like many other Chinese brands that have had their sights set on the global market.
Read the full article from 03 March 2022 on Jing Daily here.