SHAOXING YINGSIPE TEXTILE CO.,LTD , https://www.chinayingsipei.com
Ice Jie fashion brand "offside" to seize the leader of down jacket
For three consecutive years, sales of down jackets have been on a downward trend, leaving many companies in the industry struggling with overstock issues. The overall development of the down apparel market seemed to be heading toward a loss. However, Bingjie, known for its youthful and stylish image, has experienced a sudden rise in recent years. Last year, it doubled its profits and emerged as a top choice among 80s and 90s consumers. The brand's slogan, "It's very breathable and thin," highlights its unique selling point.
To strengthen its brand identity, Bingjie has long partnered with Korean actress Jang Nara as its spokesperson, helping to create a strong impression among young consumers. In 2009, the brand saw significant success, with sales at its Xidan Shopping Mall location in Beijing increasing by about 100% compared to the same period the previous year. Similarly, one counter in Shanghai’s Manhattan Plaza recorded sales exceeding 15,000 yuan in a single day.
Bingjie also made waves in the fashion world by launching new collections that set trends for winter down jackets. This move not only brought a ray of hope to the struggling down apparel industry but also signaled a turning point in the market. After years of accumulated demand, the market was ready for a breakthrough, and competition among major brands intensified dramatically.
Looking back at 2005, Bosideng, the leading brand in the down apparel sector, achieved sales of 2 billion yuan in just one month, with hundreds of millions in daily sales, which shocked the entire fashion industry. From 2001 to 2005, the average annual growth rate of down apparel sales reached 25.6%, far outpacing other clothing categories. At the time, down jackets appeared to be the last hope for the garment industry in this century.
This massive market potential attracted numerous manufacturers, including big-name brands like Pierre Cardin and Valentino, who entered the down jacket market. Many companies rushed to get involved, leading to overproduction and a surplus in supply. The unusually warm winter of 2006 worsened the situation, causing small and medium-sized down jacket producers to sell at cost price and triggering fierce price wars.
By 2007, many companies were forced to shut down or merge, and the industry's growth slowed significantly. According to data from the China Business Information Center, sales of winter clothing only increased by 5.76% compared to the previous year. In response to the crisis, some major players began shifting their strategies, focusing more on style and differentiation rather than just warmth.
Bosideng, for example, launched the Bingjie brand, targeting younger, fashion-conscious consumers. Other down apparel companies also started to prioritize fashion and personalization, realizing that in a warming climate, the traditional appeal of down jackets was no longer enough. By 2007, the entire industry had begun to transform, embracing a more fashionable and diversified approach.