"Best-selling in 72 countries and the choice of more than 200 million people, the world-famous brand Bosideng." In China, no company can stick to its original intention and deliver love to the world like Bosideng for 42 years. and Nuannuan; there is no self-owned brand company like Bosideng. In 2017, its brand value reached 26.8 billion yuan, and it has ranked first in the Chinese market share of similar products for 22 consecutive years. Its brand portfolio accounts for half of the market, becoming the only company with the title of "World Famous Brand" and "China The leader in China's textile and apparel industry who has won the honors of "Industrial Award" and "National Quality Award"!
Starting from scratch, finding business opportunities
Gao Dekang, founder of Bosideng Born in Jiangsu, due to a poor family, he started his own business after graduating from junior high school. 11 farmers, 8 sewing machines, and 1 "28" bicycle were all his employees and belongings at that time. Shanghai, 200 kilometers away, is his gold-mining place and the source of survival and development for garment factories. In 1982, relying on the OEM relationship with Feida Garment Factory, a well-known enterprise in Shanghai, he founded Gaoshu Baimao Down Jacket Factory. Because the quality of its products surpassed that of the Shanghai General Factory, the other party resolutely canceled its business, turning this recently established company into a "rootless enterprise." Gao Dekang boldly proposed: borrow the other party's brand, produce according to its style, and sell independently. His strategy of "abandoning the car to protect the pawn" unexpectedly succeeded in the context of demand exceeding supply. In 1989, the company earned its first 1 million yuan. One year later, the profit reached 7 million yuan.
Burning everything, transforming the crisis
"OEM production" has allowed the company to get out of trouble, but the annual brand "usage fee" of 150,000 yuan has made Gao Dekang Deeply aware of the importance of brand. After ten years of operation and painstaking research, he successfully registered the "Bosideng" trademark in 1992, taking the first step in creating his own brand. Good things come from difficulties. In the winter of 1994, half of the 230,000 down jackets produced by the factory were backlogged in the warehouse, and the bank came to collect a loan of 8 million yuan. At that time, he had the intention of jumping off the building, but considering that there were hundreds of people waiting to eat, he gritted his teeth and grabbed the life-saving straw of off-season promotions in Beijing Wangfujing and other department stores, reluctantly giving up and losing money on all the remaining down jackets. The fire sale collected nearly 10 million yuan in loan payments and paid off the loan, leaving a deficit of 10 million yuan. Transformation? Suspend business for rectification? Or continue to be an OEM? In order to find a way out, he personally went to the Northeast market to inspect, and found the issues that had long restricted the sales of down jackets in terms of color, fabric, style, style, quality, etc., and started the first sale of down jackets. Revolution - "slimming down". In 1995, a new generation of down jackets with "gorgeous transformation" was put on the market. This kind of thin, warm, fashionable and fashionable cold-proof clothing was immediately favored by merchants and customers. This year, Bosideng's market sales reached 620,000 pieces and profits reached more than 30 million yuan. Bosideng suddenly became the top spot in my country's down jacket industry.
Break the ice and move forward
In order to maintain and expand its leading edge, Bosideng invests 3% to 7% of its sales in the research and development of new products. Since the "goose-duck controversy" broke out in the down jacket market in 2001, Bosideng, as the "boss" in the industry, decisively "slapped the duck and used the goose", taking advantage of the trend to set off an "environmental protection revolution." Gao Dekang cooperated with the Chinese Academy of Sciences and internationally renowned clothing companies to take the lead in realizing the "three noes" and "three defenses" of down jackets, solving the velvet problem that has plagued down jackets since the 1980s and the contradiction between breathability and comfort, and also achieved Major technological breakthroughs in maintenance, washing and other aspects. However, when a company becomes big and its brand becomes famous, competitors will also take notice. Faced with frequent naming wars, price wars, online sales wars, etc. launched by second- and third-tier brands, Bosideng has "stopped the battle with soldiers and covered with water" and has successively developed the "Kangbo" men's clothing brand, "Snow Flying" sportswear and "Bingjie" brands. The "Bingfei" couple brand segmented the market, ensuring the needs of groups of different age groups, forming a trend of segmenting and surrounding other brands of down jacket products, and consolidating the "overlord" status of the high-end brand "Bosideng".
Falling into crisis again, reshaping the brand
In October 2007, Bosideng was successfully listed on the Shanghai Stock Exchange.
Gao Dekang's net worth increased sharply and he entered the "Hurun Rich List". A few years later, the global financial crisis broke out and Bosideng ushered in its second "cold winter" in history. Gao Dekang resolutely cut off women's clothing such as Rockavel casual wear and Richie, and implemented the "four seasons" strategy. In order to solve problems such as inventory and channels, in recent years, he has used "Internet +" to develop e-commerce platforms such as Tmall, JD.com, Amazon, and Vipshop, and has reduced a large number of franchised physical stores to achieve integrated development of online and offline. , in order to enter the international market, he actively introduced capital, strengthened cooperation with third parties, exclusively released down jacket fashion trends for 10 consecutive years, and sold products in more than 400 mid-to-high-end brand collection stores in 8 European countries, safely weathering many difficulties. 2012--2014.
"Welcome transformation with a zero-return mentality and build brands with innovation." Gao Dekang has a deep understanding of every crisis and always stands at the forefront of the team, leading the company out of the predicament and leading the company Be at the forefront of the world's clothing trends.