Down clothing brand Bosideng opened its new-generation Summit Concept Store in Sanlitun, Beijing, on December 7. The event was attended by key figures, including Bosideng founder and CEO Gao Dekang and brand ambassador freestyle skier Eileen Gu. Earlier, Bosideng outlined its upgrade plan, focusing on improving efficiency in single-store operations and strengthening its channel structure. This includes optimizing store layouts, upgrading brand image, and expanding into strategic markets. By the end of October this year, Bosideng had the highest occupancy rate in shopping centers for mid-to-high-end projects, at 48.67%, with high-end projects also reaching 32.94%. This move aligns with the growing trend of Chinese brands expanding into high-end shopping malls, following in the footsteps of companies like Huawei and Icicle.