In 2009, Bosideng International Holdings Limited, a leading Chinese down jacket manufacturer, made a bold move into the men's market, causing quite a stir in the industry. As a company that traditionally relied on seasonal sales, Bosideng aimed to mitigate the risk of declining demand by accelerating its "Four Seasons Production" strategy. On July 15, the brand held a signing ceremony at the Beijing National Stadium, announcing Wang Lihong as its new male brand ambassador and unveiling four new product lines: "Delicate Business," "Simple Office," "COOL Leisure," and "Metropolitan Campaign." This marked a significant step in Bosideng’s strategic expansion into the men’s fashion sector, signaling its intention to position men’s wear as a new growth driver.
At the same time, Bosideng announced a joint venture in the Greater China region to introduce the casual wear brand "Loka Caval" from the U.S. The plan was to launch both men’s and women’s products through this joint venture by 2010, with over 300 stores planned within three years. In 2009, Bosideng also repositioned its men’s line, shifting toward more fashionable designs and targeting a broader age range. The brand now positioned itself as "men of grade life," aiming to appeal to a wider consumer base.
To support this transformation, Bosideng established a Shanghai operation center, integrating product design, planning, marketing, and branding under one roof. Leveraging Shanghai’s talent pool and information resources, the center played a key role in upgrading the men’s brand and driving market expansion. This operational refinement gradually extended to production, where the newly built Xuzhou Industrial Park focused on men’s jackets, helping reduce costs. Other products like shirts and leather goods were still produced through OEM factories.
Bosideng initially pursued a diversified approach, aiming to better control costs and brand identity. For now, the growth of its men’s business primarily comes from domestic direct sales outlets. By November, the company had added 182 new retail locations nationwide, with over 25,000 square meters of new retail space. Notable openings included a flagship store on Qianmen Street in Beijing and a large store in Taiyuan’s Liuxiang district, which together covered 1,000 square meters. In Nanjing, a flagship store on Nanjing East Road and a model shop in Xuzhou were also under construction, covering 1,500 square meters.
Looking ahead, Bosideng aims to increase non-down jacket sales from less than 1% to 30% within three to five years by acquiring domestic or international brands. This shift reflects the company’s vision to transition from a manufacturing-focused entity to a brand operator.
This classification includes Christmas sweaters with high quality, good comfort, all kinds of customized colors.
We export to many countries such as Russia, Germany, America etc.
Our products mainly made of cashmere, wool, cotton, acrylic, polyster etc and all the colors, sizes and compositions can be customized.
We also have many cash commodity items, we welcome customers send inquiries and cooperate together.
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Jiangyin Minglang Textile Co., Ltd , https://www.jymltextile.com