Bosideng International, the number one brother of middle and high-end down jackets in China, has seen a bright rise recently-he has started a sharp rise since October and has risen by more than 50% to HK $3.54, with a latest market capitalization of HK $38.1 billion.

The coldest winter blessing + double 11 sales season + brand potential to improve, Bosideng International's rise, it can be said that the time is favorable for people and people.

Get ready for the winter! The coldest winter in 60 years, the golden period of down jacket sales is longer.

Unlike the warm winter weather last year, 2020 will face a super cold winter, which plays a strong role in promoting the sales of down jacket products.

Temperatures in many areas south of the Yangtze River in China have dropped to about 20 degrees since September, a "cold September" compared with the same period in history, according to the Daily Business News. Jia Xiaolong, deputy director of the National Climate Center, said that the cold air activities affecting China this year are more frequent than usual, and the temperature in central and eastern China will be lower than in the same period in previous years.

In addition, the National Oceanic and Atmospheric Administration (NOAA) announced on September 20 that the La Nina phenomenon was officially formed. Scientists expect La Nina to have a significant impact on the climate in most parts of the world, such as lower winter temperatures and summer droughts, which, at its current rate of spread, may last until February 2021. As a result, this year is also expected to be the coldest in nearly 60 years.

The cold weather is expected to rise, and the demand for down jackets can be seen with the naked eye. During the National Day this year, there has been a sharp drop in temperatures across the country, and Bosideng International's winter clothes sales are very hot. According to statistics, from October 1 to 6 alone, Bosideng International's sales increased by 574.5% over the same period last year, reaching 19.103 million yuan.

In fact, since early September this year, the domestic demand for down jackets has begun to increase significantly. From September 1 to October 6, Bosideng International's official flagship store sales reached 83.151 million, 254.2% of the same period last year. Therefore, the market speculatesThe winter sale of Bosideng International's down jacket in 2020 is likely to create a historical breakthrough.

In addition to the impact of the cold winter, the golden sales period of down jackets this year has also been greatly extended due to late spring.

Haitong issued a research report and saidCold winter + late Spring FestivalOr help Bosideng International's down jacket sales increase in fiscal year 2020.

The research newspaper believes that the peak sales season of down jackets this year is 12% longer than that of last year. The peak sales season for down jackets is from autumn and winter to the Spring Festival of the following year, considering that the Spring Festival in 2021 is later than February 12, starting from September 1 of the previous year.The peak sales season in fiscal year 2020 was 165days, nearly 12% more than the 147days in fiscal year 2019.To promote sales of down jackets.

Open source securities believe that due to the influence of late spring this year, the peak season of down jacket sales has been greatly lengthened. The period from New Year's Day to Spring Festival in the first quarter is the peak season, and the Spring Festival in 2021 is relatively late.As a result, the peak sales season was extended to 43 days.(34 days / 23 days in 2018 / 2019 respectively).

The most powerful "Singles Day" attack in history! Bosideng International's one-hour pre-sale data comes first.

"Singles Day", the biggest consumption season after the epidemic, is coming.

At the press conference of the 2020 Tmall Singles Day global carnival season, Jia Luo, vice president of BABA Group, revealed that this year will be the largest contribution of the platform in history. Tmall platform will hand out 4 billion cash red envelopes, 10 billion category subsidies, 20 billion brand coupons, twice the overall size of last year.

In terms of scale, this year is also the "Singles Day" with the largest number of participating merchants and the largest scale, with at least 250000 brands and 5 million merchants participating, and many overseas brands have gradually shifted their main battlefield to China, and the number of goods participating in the event will reach 14 million, 1.4 times that of last year.

In addition, more tricks and games have been added to major e-commerce platforms this year to enhance consumers' desire to buy.It is estimated that 800 million consumers will participate in the Singles' Day this year, 300 million more than last year.

Because of the high unit price of clothing in winter, the extremely cold weather can promote sales in the clothing industry. while offline sales gradually recover, they also encounter online traffic triggered by the "Singles' Day" shopping festival, which brings double positive factors to the sales of the clothing industry.

As the leader of the domestic down jacket industry, Bosideng International has continued to focus on the down jacket business in recent years, and the proportion of income has also been increasing. "Cold Winter" is undoubtedly a further boost for the online sales of the company's products. In the case of cooling in advance this year, ushered in the "Singles Day", the full start of the down jacket sales season, the company also launched "pre-sale free", "deposit ice and snow trip" and other activities to further promote consumers' attention to the company's promotional activities.

On October 21, Tmall, JD.com and other platforms opened the pre-sale of Singles Day in 2020, the number of participants doubled in the first hour compared with the same period last year, and the turnover of more than 300 brands exceeded that of the whole day in the same period, which played a significant role in promoting the sales of various brands. According to the mirror data,Bosideng International ranks first in the category of men's and women's clothing, with a very eye-catching performance.

Bosideng International continues to launch new products, brokerage institutions are all optimistic, CICCUp-regulationTarget price to HK $3.9

With the arrival of the autumn and winter peak season, Bosideng International naturally made preparations early and seized time to launch a series of new products to boost sales, and the new store continued to open under the cooling weather. With the arrival of the peak sales season, Bosideng International's new stores in Shanghai, Nanjing and other places have been opened. at the same time, product innovation has continued, and the launch of new series of products such as "Yuetong Light warm" and "Fashion Sports" has driven terminal sales.

Under the favorable time and geographical position, Bosideng International, as the leader, is naturally favored by the market.

CICC issued a report saying that Bosideng International spoke to independent consultant Wise Triumph Group Ltd. It is believed that the grant of 100m share options is expected to expand the cooperation between the two sides, and Wise Triumph has already had several successful cases in building consumer goods brands. In addition, Bosideng International actively invests in the logistics park, and logistics infrastructure has become a key factor for brands to improve efficiency.

The report also pointed out that the National Day Holiday Group's online and offline sales increased by more than 200% and 100% year-on-year, respectively. Taking into account favorable weather conditions and improved endogenous efficiency, the bank raised its profit forecast for 2021-2022 by 6% and 5% to 0.14 yuan and 0.17 yuan respectively, an annual increase of 25% and 24%, respectively.The target price will be raised by 34% to 3.9 yuan, maintaining the "outperform industry" rating.

GF Securities Co., LTD. said that the company acquires logistics companies to integrate logistics resources to ensure long-term development, and is optimistic that the company's performance in the second half of the fiscal year is expected to achieve rapid growth.Maintain a "buy" rating with a target price of HK $4.08.

Tianfeng Securities believes that from the data during the National Day period, the sales of Bosideng International's official flagship store accelerated again, and the unit price of flagship stores also increased significantly, rising to 1034 yuan from the same period last year, and the overall sales performance exceeded expectations. Considering the objective influence of warm winter temperature in 2019, we believe that the winter sales performance of Bosideng International's main down jacket in 2020 is expected to continue high growth and create an all-time high.

At the same time, Bosideng International continued to pay attention to online sales channels, FY20 down jacket online sales of 2.26 billion yuan, accounting for 23.8% of the brand down jacket business revenue. With the opening of the new fiscal year sales season on National Day holiday, the healthy channel inventory continues to advance, and the company's performance in the new fiscal year is expected.Maintain earnings forecasts and give a "buy" rating.

Anxin Securities in addition to the cold winter factors, but also put forward the concept of internal circulation is expected to enhance the development of domestic clothing brands. Vice Premier Liu he has previously mentioned that China is ready to start the internal cycle of the economy, and since then the concept of internal circulation has attracted a lot of attention and brought new opportunities for domestic brands. Therefore, during the "Singles Day" period, we recommend to pay attention to the domestic clothing brand leader Bosideng International.

Oriental Securities believes that with the gradual cooling in various places and the start of the peak season of winter clothing sales, we expect that under the influence of the low base of sales in the same period last year, the overall sales growth rate of brand clothing from the fourth quarter of this year to the first half of next year is expected to further rise compared with the same period last year. The certainty of the improvement of prosperity is strong, and the rebound of profits is expected to show greater flexibility under the strict control of expenses and costs during the period.It is recommended to pay attention to the recommendation of Bosideng International, which benefits the most from cold winter.

Open source securities believe that the general drop in temperature releases the "cold winter" signal, and we expect that the cold weather will significantly stimulate a substantial increase in consumer demand for products such as down jackets, home textiles, underwear and household appliances with warm properties, and is expected to significantly benefit the strong Antarctic e-commerce of home textiles and underwear, and is expected to promote the rapid increase of new categories of household appliances such as heating tables, while brands such as Bosideng International are expected to benefit.