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On December 16, 2021, Bosideng held the &qu÷↕$ot;Leader of China Down Jacket Industry"&→; live theatre show in collaboration with Nat✔≥¥☆ional Theatre of China. With the pioneering↓♠÷ concept of "theatre show&qu©←ot; in the industry, the event is a vivid int'®∑↓erpretation of the 45-year history of the legen∏¶dary down jacket fashion brand. A sta≥β₽₩r-studded night, the show bring←§s together Bosideng Brand Ambas↑αsador Yang Mi, Actress Chen J< ≈"i, Actor Duan Yihong and many other cel ✔✘ebrity guests. Wu Yue, an actor of Nation♦×♥☆al Theatre of China plays the role of young G£Ωao Dekang on stage. Industrial leaders, includingβ Angelica Cheung, founding editor-in-c↓hief of Vogue Fashion and Beauty and ventur↔<₹e partner at Sequoia Capital China, Han Xiaopeng↑↕≤, an Olympic champion and member of th>β↔e Athletes Committee of the Beijing Winter Olβ ∑↑ympics, and Ci Luo, coach of ChΩφina National Climbing Team and$♥♣π leader of the 2020 Mount Qomola≠ ↑ngma Height Measurement Team, alsΩ€o join the brand to witness theδδ launch of the theatre show of Bosideng. ∞✘;
Angelica Cheung, founding editor-in-chief of β<Vogue Fashion and Beauty and Venture Partneσδ≥γr at Sequoia Capital China, says after the shβ∞ow, "Innovative, mind-blowing, an ₽•d professional. That's the impressio±•n I have for today's show. Bosideng st&¶ages the oriental aesthetics<♥ to the world and helps it stand out§ε∞. It is truly an international brand that be∞₩✔longs to everyone in the world. I am confide<<nt that Bosideng will be a leader of C"₽∑σhinese homegrown fashion brands and¥₹ dazzle the rest of the world."
Han Xiaopeng, an Olympic cβεγ hampion and member of the Athletes Com→★ ₽mittee of the Beijing Winter Olympics, and Ci Lu÷φ→ o, coach of China National ClimbΩ↕≠ing Team and leader of the 2020 Moun©×t Qomolangma Height Measureme¶§δ★nt Team, comment that as a brand born ✔εand nurtured in China, Bosideng accompani ≥₩es and supports Chinese athl$®etes and mountain climbers to be at thei♦δr best and also demonstratβ♦es the power of China to the worl ¥↕d.
Since its inception 45 yearλδ's ago, Bosideng has always been committed₽ to the design and development of high-quality do∑→±€wn jackets with professionalism •™and craftsmanship. The spirit of continuous inno£¶'vation is deeply embedded in>★ its brand DNA. The theatre sho↑±♥w has been the first time for Nationa★→l Theatre of China to ever work wi↓©th a private enterprise, collabora<☆÷÷tively staging the history of a >> homegrown business in the form of artistic p↕÷βerformance. The show was live-streamed on→® the People's Daily app€₩←§ and Xinhua News Agency's cl↔π♣oud platform with instant coverage an§↕§¶d heated discussion on Global Times and Tε ¶he Paper.
Revisiting Brand History via a Stunning φ"Theatre Show", A Pioneerin✘γ g Concept in the Industry
The great show has Tian Qinxin, Director of Natio✘αnal Theatre of China, as its Creative €& ₹Director and produced by a top-levelδ♠ creative team in China. Committed to $∑the philosophy of creating "Chinese originalΩ✔✘ drama, world classics, and experim ₽λental explorations", the National Theatre of"γ₽Ω China stages the most advanced and best works×↑π of the nation to its audience. Tian Qinxin,λ★≈÷ its incumbent director, has ove≠™r 20 years of experience with trueε ®₩ dedication to human-centered creatio€×< n, bringing Chinese stories to t₩¥¥he theater stage with her un ✔☆mistakably distinct style. On©✔ the other hand, Bosideng, a γ¶s a homegrown company in China, features a remarkφ±able brand story of 45 years of γ÷$innovation and breakthroughs. A perfe£ ct match, the two sides partner up to •≤§®bring Bosideng's ascending₽← to global leadership to the theatre st age, telling the story of an innovative and respo←"☆nsible national brand.
The event was unfolded in the ₹™form of a "theater show"✘₩ that adopts innovative video technology♦∑¶☆, integrating theater art and fashion elements or→♦ganically. The powerful stage vis∏&ual effect features "instant shooting®≠¶, instant editing, and real-time pβ"¶←rojection", weaving togethe₽δr a grand narrative across time and space. The re≠£Ωσvisit of Bosideng's development comprises≥©₹ of six chapters, including Start-up in the 1970s♥$ε, Growth in Challenging times, Brand Upgrade, A¶±♥&scending to Peak, Philanthropic Endeavor, and ∞↓Global Leadership, and constitutes striking thφ♣✔★eatrical storytelling in both time and →•πspace. By showing the growth of the nation ✔σ∏al down jacket brand into a global ¥®γδleader, the event encourages guests₽Ω♦ε on-site and viewers online to travel constantly ÷σ ♠between the past and realit∏ ≠₽y.
Those witnessing the brand's j♥ ourney also include industry ∞¶±÷leaders as well as consumers fr≥™om different age groups and professions. When it ×>comes to Bosideng's global leadershi↑ €p and achievements, Sun Ruizhe, President of C σ"hina National Textile and Apparel Council shares,☆ "In an environment where competition ha↑₽≤s become globalized, Bosideng, a×→∑≠n example of Chinese fashion br↕σ'ands, has joined the global markeδ±φt as a true leader in the down jacket categ★↑£→ory, thanks to its 45 years of craftsmanshi©±♠p, perseverance, and breakthrougδ¥<αhs in design and technology. I§♠t has proven to the world t™ σ±he capacity of Chinese clothing brands.&quo↑×✔©t;
For consumers, the Bosideng down jacket aλ¶↔§lso carries their warm memories and nationa™ l pride. Chen Juan, a nurse who fo"γ↓ught against Covid-19 in Wuhan, says tha↕λt Bosideng's down jacket, which was w≤§orn on the front line of the battle against t♦€he pandemic, brought warmth and protection t"¶←®o the medical staff as a "second pr≥≈otective suit". She f₽♠≤elt, "We are no longer lonely heroes. WitΩ£♦≠h this national brand providing us with support, →₽$♦we are able to stand stronger in the fr<✔ont line." Xia Boyu, a professional climb €₩ er from China and the first do♣®>uble leg amputee to climb Mo unt Everest also says, "Both ↓↔♠Chinese people and the Chinese brand arrive at aΩλ♣×nd stand firmly on Mount Everest. At the sam™"e time, I am so proud of Bosideng, so proud of t→•αhe mountaineers, and so proud o®↑↓f China!"
Upon the curtain call, the actors a±✘ε₹nd actresses appeared on stag★→γe wearing three new collections, the Fashion Colγ¥∞±lection, the pioneering Trench-style Down Ja©φ>cket, and the Qomolangma Ⅱ d÷'∑own jacket, freshly launched ∞<in November with 100% original design in ≥®₽China. From category innovation and technologic'←al breakthroughs, the debut on the¶€εα stage is a manifesto of the str✘"↔✔ength and leadership of Bosiden∏φ¥g.
International Recognition and Qua∏πlification Allows the Nationa←®×l Brand to Shine on the Global Sta☆↑ ge
With the improvement of Bosideng's down ja♥✘δσcket on both fashion and function, new brand←>✔ awareness has started to tak©♣e root among more consumers✔ε<, which has also helped Bosideng to wiπγ↔ n more honors and recognition. In April 2021, B♣₽rand Finance, one of the top five in£↑ternational brand value assessment autho←≠∞≈rities, announced its Brand Finance Apparel 50 20®≠×21, where Bosideng was included for the fi₽£✔rst time, becoming the onl★σ y Chinese brand on the list. In &§August, Euromonitor International, the$↑± world influential research agency, officially r×£eleased its certification report ™$to credit Bosideng as a glo←$♥bal leader in the down jacket market. This prov♣'₩es that Bosideng has gained∞₽ leadership in the global market ←€>∏with a strong leading edge.
In recent years, Bosideng colla"≈↑borated with a great number of top designers in"₽ the world, including Jean Paul Gaultier, a gra↑εnd master in French haute couturδα¶↑e and prêt-à-porter fashion design to launch popular and well-recogni≈><±zed co-branded collections. Furthermore, it wa↕¥βs invited to land its show iπ¥n three of the Big Four Fashion Week Calendars, i★↓≈ncluding New York, London,λ¶↓ and Milan, in three consecu•₽•₹tive years, introducing Chασinese brands to the internati<→∑©onal market. Currently, Bosideng has establi±≥∑≈shed its presence across the globe and become a↔♣₽∑ favored choice by consumers in 72 countrie<βs, including the United States, France and Ital$♥↑y.
Up to now, Bosideng has owned 271 pateα✔∞♥nts, participated in the formu₽lation and revision of 23 inα¥ternational standards, 11 national stand→♥ards, and 4 industry standards, an ♣×≤d formalized 218 company-level tec±♦↑$hnical standards. It also undertakes the★×× role of the member unit in China of the Inte♠☆↑∑rnational Down and Feather Bureau (IDFB≠€) and works with the Techni£cal Committee on Clothing Sizing ♦®Systems, Secretariat of th¥•e International Organization f®λ♥≠or Standardization (ISO/TC133) to set up interna ★λtional standards, contributing to t"α•↔he high-quality development in the down jacket $÷' industry.
On top of industrial recognition,→•λ Bosideng stays true to its b∑¥εrand mission of "Warming the World&quo÷δ§&t; with a great sense of responsibi'÷≠☆lity and commitment. In 20∑♠→•20, Bosideng donated 300 million ✔γdown jackets to the front-line workers fig×£✔hting against the pandemic, demonstrating th©÷ e responsibility and stren$φα★gth of a national enterprise. In October 2π←₹→021, the flood-hit areas in Sha→↕←nxi Province suffered from a worsening impact •of continued cold waves. Responding efficiently ' to the demand of fighting agains™→§♦t the cold weather, Boside✘©ng donated supplies and cash worth 50 mi α≠¥llion yuan to bring warmth and hop¥"e to the afflicted areas and γ support the flood control and∞ ♠Ω reconstruction efforts. B↑→osideng's dedication to public welfaσ ÷₹re also makes its brand image closely as≤≥'Ωsociated with an outstanding national braε☆σ→nd among consumers.
Looking in retrospect at the >♠÷45 years of brand development, Bosidπ€<eng demonstrates a high lev®←el of professionalism, craft≤¶πsmanship, and a strong devotion to its people and•≤ country. Moreover, it prese'αnts itself as a global down jacket l<₩eader, featured by innovative design, soc↕€Ωial responsibility, and support of national sci<♠σ↓entific research and expedition. In tλδ<he future, Bosideng will build on its effor₽↔ts in the down jacket industry and rise on th↕εδφe international stage together with more outs£γtanding Chinese brands.
