When the post-1995 fashion designer Liu Guangyao launched Bosie in 2018, its genderless concept immediately grabbed the attention of Tmall, Alibaba Group's e-commerce platform, and an online store for the brand soon followed in the same year.

Bosie raked in 1 million yuan in online revenue in the first month after its store opened, and in 2019 its overall revenue reached 140 million yuan, according to the e-commerce new media platform Global Netrepreneur.

Liu told the entrepreneurship service platform CYZone that Bosie was originally established as a fashion brand for men. But after seeing how more women were buying clothes from the men's collection, the brand shifted its focus to a genderless concept, which not only reduces the costs of product development and the supply chain but also improves the efficiency of customer acquisition.