Recently, Bosideng, because "no down, only cloth", was sprayed on the hot search. "What? Only two layers of cloth on the back of the down jacket? Less than two T-shirts? Many netizens expressed shock. Who is The Thousand Dollar Bosideng warming?
Thousand Yuan Bosideng is a bit "cold"
According to public reports, in 2020, Ms. Wang of Hebei spent thousands of yuan to buy a Bosideng down jacket, and has not worn this down jacket due to home isolation due to the epidemic. Until the winter of 2021, Ms. Wang felt a chill on her back when she went out wearing this down jacket, and found that the back of the down jacket was not filled with fleece, only two layers of cloth. So she contacted bosideng's official customer service, and the customer service said that the down jacket had exceeded the warranty period and could not be processed even if it was paid.
According to the brand's official website, the quality problem goods are repaired free of charge within 1 year from the date of purchase; products that exceed the warranty period: the goods exceed the 1 year warranty period from the date of purchase are repaired at the discretionary fee, and are not sold after 2 years.
In this regard, on March 17, the reporter called Bosideng, which said: "The purchase of goods within 1 year of non-human quality problems package repair, for more than 1 year of clothing maintenance department has the corresponding accessories can be repaired." At present, this matter is still being verified, and it will be properly handled as soon as possible after verification. ”
△2022 Bosideng after-sales service policy (picture from the official website screenshot)
After Ms. Wang repeatedly contacted customer service unsuccessfully, she complained to the 12315 platform, and the official reply was even more puzzling. Officials said that due to the different individual cold resistance, it is recommended to increase or decrease the inner clothing according to the personal physical sensation, because the product exceeds the return time and has been worn and used, and does not support the return and exchange appeal. The question about the cold resistance of -30 ° C is replied that the meaning of the sentence means that the product fabric can be kept intact in the environment of -30 ° C, rather than the human body wearing at -30 ° C.
△ Bosideng's official reply on the complaint platform (picture from the network screenshot)
On March 21, the reporter called Bosideng again on the matter, saying: "A special team has been set up to investigate this matter, and it has finally been resolved privately." ”
In this regard, Chen Yinjiang, deputy secretary-general of the Consumer Rights and Interests Protection Law Research Association of the China Law Society, analyzed the Reporter of China Business Daily that as a production enterprise, since the products have been explained in the publicity, they should provide products that are consistent with the publicity. If it is not provided according to the advertisement, it will be suspected of false propaganda. In real life, if consumers find that the product does not match the advertisement after purchase, the enterprise violates the consumer's right to know and the right to choose.
The reporter combed the black cat complaint platform and found that there were not a few complaints about the quality problems of Bosideng, and the merchant did not reply twice after the first reply to relevant information such as consumers asking for order numbers, and the problem was not solved.
Chen Yinjiang believes that as consumers, we have the right to make compensation claims to enterprises, and the specific compensation plan should be negotiated by both parties, enterprises can provide solutions, and consumers can also choose to accept or not accept. If the consultation fails, the consumer may complain to the Consumer Association and the relevant administrative departments and request to intervene in mediation. If mediation is still unsuccessful, they can also protect their legitimate rights and interests in accordance with the law by applying for arbitration or filing a lawsuit in the court.
It should be noted that no matter which way it is adopted, the protection of rights must be based on evidence. "315 can not only be the day of March 15, only every day is 315, the legitimate rights and interests of consumers can be truly effectively protected." Chen Yinjiang suggested that consumers must go through formal channels when purchasing goods, go to regular businesses to consume, retain relevant vouchers and evidence, and protect their rights according to law when encountering problems.
△ In the black cat complaint platform, complaints due to quality problems are not in the minority
The road to high-end is still in an awkward period
Speaking of Bosideng's price increase road, it began in 2007, that year, Bosideng was listed in Hong Kong, becoming the "first down jacket stock". Gao Dekang, chairman of Bosideng, said: "For the younger generation, everyone can think of Bosideng, and even the first thing that comes to mind is down jackets, but it should not be only down jackets."
In 2009, Bosideng put forward the "three modernizations" strategy of "branding, four seasons and internationalization". Subsequently, it either acquired or invested in shares, and gradually entered many fields such as high-end women's clothing, children's clothing, and business men's clothing. In 2013, the number of Bosideng offline stores reached 14,435. However, the problem also began, at that time, due to the outbreak of the avian influenza virus, the price of duck down and goose down rose sharply, and the down industry ushered in a "cold winter". It was also at that time that Bosideng's performance fell from 8.24 billion yuan to 5.79 billion yuan in 2015.
Not only is the performance declining, but the number of stores is also shrinking, in 2015 alone, Bosideng closed 5,000 stores, and in 2017, Bosideng only had 5,070 stores.
In 2018, Bosideng put forward a new goal of "focusing on the main channel, focusing on the main brand, and shrinking diversification". Focus on the high-end down jacket market and start the road of "secondary entrepreneurship". According to Bosideng's financial report, the revenue growth rate of Bosideng in fiscal years 2018-2021 was 30.28%, 16.92%, 17.40% and 10.88%, respectively. Bosideng's revenue growth rate in fiscal 2021 plummeted to 10.88%, down 19.40 percentage points from fiscal 2018, which is still unsatisfactory despite the epidemic disturbance in fiscal 2021.
In addition, Bosideng's revenue growth rate in the first half of fiscal 2022 was 15.63%, but this was mainly due to the low base in fiscal 2021. The compound growth rate of revenue from the first half of fiscal 2020 to the first half of fiscal 2022 was 10.23%, which is also much lower than the revenue growth rate in the first half of fiscal 2019.
Zhu Gaofeng, financial director of Bosideng, said that the price of Bosideng down jackets increased by an average of 20%-30% in 2018, and will continue to raise prices in the future and increase the proportion of high-end products. So in 2019, Bosideng tried to force the high-end down track for the first time, and launched the Dengfeng series down jacket, with product prices ranging from 5800 yuan to 11800 yuan.
In November last year, Bosideng launched the Peak 2.0 series of down jackets, which are priced at over 10,000 yuan, catching up with Canada Goose and Moncler. But at this time, the doubts surrounding Bosideng began to ferment, questioning whether Bosideng deserved the selling price of more than 10,000 yuan, and whether Bosideng was "cutting leeks" by the national tide.
Behind the embarrassment, it actually points to a core question: has Bosideng's high-end been successful in the end?
According to the analysis of the 2020 report of the China Commercial Industry Research Institute, high-priced commodities can not resist the test of the market, and now the "parity" series accepted by consumers has been frequently exposed to quality problems, it seems that Bosideng, which "sells well in 72 countries around the world", may only be "warming" itself.
Source | China Business Daily
Responsible Editor | Hong Yu