Bosideng sold a ¥2,299 down jacket with 86 grams of fill — and the internet did the math

In January 2026 a customer in Jiangsu posted a photo of the wash label on a new Bosideng jacket: a 2025 business-series men's goose-down coat priced at ¥2,299, with a fill weight of 86 grams. The jacket met every industry standard — 90% down content, 700+ fill power — but the number on the label told a story the price tag could not support. Within days the phrase '含钱率大于含绒率' (money content exceeds down content) was everywhere.

Bosideng's customer service responded that fill weight alone does not determine warmth, which is technically correct. But the reply read as a deflection, and the nickname '羽绒服刺客' (down-jacket assassin) stuck. The controversy landed in a year when Bosideng's first-half revenue was still growing, yet the brand had spent years repositioning from a mass-market label to a premium one — and a single wash label undid the narrative faster than any advertising campaign could build it.

No regulator intervened; there is no minimum fill-weight rule. The damage was entirely reputational. Bosideng's premium pivot, which had lifted average selling prices several-fold since 2018, depended on customers believing the price bought substance. The 86-gram label made that belief look optional.