Bosideng taps AI to capture consumer demand

SHANGHAI: Chinese down apparel giant Bosideng is accelerating its brand upgrading and artificial intelligence (AI) integration to capture new opportunities in the country’s rapidly evolving consumer market.

“Consumers today are shifting their focus from basic material satisfaction to spiritual fulfillment, prioritising personalised experiences, brand value and emotional resonance,” Gao Dekang, chairman and chief executive officer of Bosideng International Holdings, said during the Wangfujing Forum in Beijing earlier this month.

“Only by understanding these shifting needs and creating effective demand through high-quality supply can we transform the immense potential of China’s mega-market into powerful momentum for enterprise growth,” Gao said, echoing the country’s broader push for supply-side structural reform and domestic demand expansion.

Celebrating its 50th anniversary this year, Bosideng has grown from a local manufacturer into a globally recognised brand, deeply rooted in China’s massive consumer market.

Gao noted the company shares a profound historical connection with Wangfujing, often dubbed China’s premier commercial street.

Over 30 years ago, an innovative off-season sales strategy at the Wangfujing Department Store marked a pivotal turning point for the brand’s nationwide expansion.

Today, the iconic area continues to serve as a vital launchpad for the company’s high-end retail strategies and consumer engagement.

To meet the personalised needs of modern shoppers, the company is deeply integrating AI technologies across its entire industrial chain, from research and production to supply, sales, and customer service.

Gao revealed plans to comprehensively upgrade the Bosideng flagship store at Wangfujing Intime In88 this year.

The revamped store will introduce AI-powered fitting rooms, intelligent shopping assistants, and personalised AI recommendations to create a highly immersive and futuristic consumption scenario.

“AI is profoundly restructuring retail scenarios,” Gao said.

“We have built a vertical AI large model, the ‘Bosideng AI Aesthetic Brain’, which revolutionises our database from design conception to fitting and delivery.

“We are also exploring the massive potential of AI in livestreaming and content generation.”

Driven by a dual-focus strategy targeting both the mid-to-high-end and mass markets, Bosideng has seen its brand value soar to an impressive 135.69 billion yuan.

The company has actively explored the integration of traditional Chinese culture with modern fashion, showcasing its collections at major international fashion weeks in New York, Milan, London and Paris. — China Daily/ANN