Gao Dekang, Chairman Of Bosideng Group, On China'S Fashion Internationalization

In the early spring of March, it was another spring festival in P.

The annual national two sessions held in Beijing, people's hearts are full of vision and hope for the future life. China's a href= "//www.sjfzxm.com/" target= "_blank" > clothing "/a" industry is also pregnant with innovation driven new changes, showing a new atmosphere of pformation and upgrading.

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In the spring of P, Gao Dekang, chairman of the twelve National People's Congress and chairman of Bosideng group, has a happy and fulfilling mood.

This is not only due to the noble sense of responsibility, but also from the performance of Bosideng in the past year. This is a pride and joy from the bottom of my heart.

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< p > just past 2012, despite the fact that the a href= "//www.sjfzxm.com/" target= "_blank" > textile < /a > clothing industry is facing the dilemma of external market demand and rising domestic production costs, Bosideng, China's largest brand down garment business group, is under the control of Gao Dekang. With the pformation and upgrading and brand building as the breakthrough point, it actively promotes the internationalization strategy, and achieves the wonderful "butterfly change" of enhancing brand value and developing two markets: Bosideng down garment for 18 years (1995-2012) has won the first place in the Chinese market, and for 16 consecutive years (1997-2012) represents the trend of China's winter clothes, and the brand value reaches 24 billion 508 million yuan, which has won the first place in the textile and garment industry.

The company has also won the honorary title of "the national advanced enterprise of employment", and the award of the Asian Quality Excellence Award, the seventh China Charity Award, the Ministry of industry's "national two level deep integration demonstration enterprise" and the first Suzhou mayor quality award.

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The innovative practice of "P > more imaginative and international influence is that one day before the opening of the London Olympic Games, Boston London flagship store and European headquarters opened in the most prosperous Oxford commercial district of London, creating a precedent for the development of China's high-end market in the first tier cities in Europe, and attracted the attention of the media at home and abroad in a timely manner, and picked up the British Chamber of Commerce 2012" British business award "annual China investment award.

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< p > this beautiful pcript is not easy to come by. It shows Gao Dekang's strategy of being a leading entrepreneur in China, and embodies the wisdom and diligence of Bosten collectives.

In Gao Dekang's view, innovation driven, enterprise pformation and brand promotion are the new directions for the future development of garment enterprises.

Changing the cost oriented competition and price competition mode, turning to rely on services, improving product quality, enhancing the core competitiveness by brand value added, and winning the development of new advantages are the only way for pformation and upgrading of traditional industries.

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< p > "pformation and upgrading is not a pitional development, but traditional industries are not backward industries.

As long as we have the courage to face difficulties and develop on the basis of innovation, Chinese clothing can grow in an opposite direction, establish a new global competitive advantage and impact the international market. "Gao Dekang is sincere and sincere.

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< p > < strong > innovation drive: enhance the new driving force of development < /strong > /p >

< p > Gao Dekang is the only creator of the world famous brand in the clothing industry. He is also the president of the National Federation of textile and apparel industry associations. This makes his analysis of Chinese clothing clear and sincere.

When it comes to the "inventory door" of Chinese clothing which is temporarily disturbed, Gao Dekang has no taboo: "in the final analysis, China's clothing pain is at the low end of competition, and it hurts in the absence of brand personality and pain in the market." he said that the central authorities put forward the implementation of the innovation driven strategy to create a new core competitiveness of China's economy.

The implementation of Chinese clothing is to enhance the capability of independent innovation, do well in structural adjustment and pformation and upgrading, and change from low level manufacturing, quantitative growth to quality and efficiency, and move towards the high end of the value chain.

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< p > 90 seconds! This is the time for Boston to produce a down jacket.

This is because Bosideng insists on increasing investment in technological pformation and improving quality and efficiency.

In the past three years, Bosteng has upgraded the original sewing equipment to high efficiency and low energy consumption sewing machine, expanded the production of low carbon production, introduced lean production mode, successfully applied single piece flow, hanging production line and template standardization production operation, and developed the international garment advanced manufacturing base.

Especially in the field of down jacket production, Sweden's suspended production line was first introduced, which increased production efficiency by nearly 30%.

"Although our production line has been at the leading level in China, it can be used for another ten years, but we should focus on the long term and dare to invest in innovation."

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< p > Bosideng actively carry out scientific and technological innovation and enhance core competitive advantage.

Based on the provincial engineering technology research center and the national post doctoral research workstation and other innovative platforms, Bosideng made full efforts to promote the research and development of new clothing fabrics in 2012. Some of the research achievements have been awarded national invention patents, and will continue to be well tested in the future, and strive to achieve industrialization as soon as possible.

The company has also worked with the fiber Research Institute of Tianjin University of Technology, and has made initial improvements in its functional improvement.

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< p > Bosideng actively promotes the "two integration" and information construction, and constantly improves the rapid reaction capability.

At present, Bosideng information system has covered key business links such as R & D, production process, supply chain management, enterprise management and so on. It has realized scientific management of the whole process of enterprise management, including order management, raw material detection, production manufacturing, outward processing, warehousing and logistics, and marketing services. The main indicators such as total labor productivity, logistics turnover speed, capital turnover rate, customer average response speed, finished product inventory turnover rate, enterprise online purchase rate and online sales rate are in the leading industry level. In 2012, it was awarded the title of "national two level deep integration demonstration enterprise", the national garment industry two fusion demonstration enterprise, and the two fusion demonstration enterprise of Jiangsu province.

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< p > by increasing terminal operation, logistics distribution, online shopping mall construction and marketing planning, Bosideng constantly improves the whole industry chain integrated marketing, and strengthens the leading position of the market. The implementation of the "sound brand marketing network system construction project" has been approved by the Ministry of Finance and the Ministry of Commerce's brand promotion system in 2012.

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< p > < strong > independent operation: create brand new vitality < /strong > < /p >

With the improvement of living standard, consumption order is changing the trend of clothing brand. The complexity brought by the infinite depth of domestic market leads to more and more individuation and fragmentation of consumption demand. P

Innovative business ideas and multi brand development are expected to win more market share.

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< p > as a good representative of Chinese market driven strategy, Bosideng is obviously good at concentrating and decentralization.

In 2012, at the group level, Bosideng made full use of famous brand resources and scale advantages to achieve "procurement: resource sharing + order purchase", "production: order production + production and marketing integration", "Logistics: from two levels of logistics to multi-level logistics" flexible operation, business co-ordination and collaborative management of project business.

At the brand business level, the brand independent operation mode of the company's system, production, supply and marketing integration was first implemented for all its brands, from "market positioning, product design to market planning, marketing management" and so on.

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< p > by differentially locating and increasing resources support, Bosideng has really segmenting the market while making big market cakes.

In the past, Bosideng, Xue Zhong Fei and KangBo three brands were run by the marketing companies of the group. In Bosideng's terminal stores, they often sell Bosideng, and also sell snow and fly, KangBo and other brands. However, brand style and market positioning are not the same, which is not conducive to the continuous expansion of market share.

"After the overall segmentation, the operation team is separated, the terminal team is separated, and each of them establishes a sales network and channel, and consumers can directly feel the changes brought by the brand segmentation."

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< p > more importantly, sub brand operation has strongly promoted the pformation and upgrading of Bosideng's brands to fashion, personalization and high-end, consolidating and improving the market share of enterprises.

For example, Bosideng, on the basis of the "autumn down" sale, increased more styles and colors last year, closer to the needs of customers; snow also launched "light feather" new products, and won the favor and recognition of young people with the "love feather" public welfare activities; the icy "Yang Mi style" down jacket was more sought after by a crowd of fans.

According to the statistics of the national business information center and the National Bureau of statistics, Bosideng, Xue Zhong Fei, KangBo and ice down down garments all entered the top ten of the same industry in 2012.

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< p > Gao Dekang said that the multi brand independent operation laid the foundation for the continuous development of the group.

He also admitted that he would make every effort to overcome the "low profit" vicious circle of "made in China" booth, project and price competition, timely adjust the business mode, improve the marketing network, and continue to expand the market share. "In the final analysis, it is necessary to develop professionally to the brand," /p.

< p > < strong > bravely rush to London: towards a new international starting point < /strong > /p >

< p > comment on the internationalization dilemma of "made in China": China is not short of excellent products, but lacks the courage and confidence to take the local products back to the world market for inspection. China is not short of excellent enterprises. What is lacking is the determination and willpower to pour local brands into the world map competition.

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As a pioneer of China's brand internationalization, Bosideng's internationalization has always been steady. Over the years, the export business of the main brand has been growing steadily, and exported to more than 10 countries and regions such as Asia, North America and Europe. In the developed countries, the market has set up high-end and high-quality products. P

In 2007, the group's core business listed on the main board of Hongkong and opened a new chapter in international development.

In particular, Bosteng men's successful entry into the British market has become the highlight of the internationalization of Chinese clothing.

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< p > Gao Dekang is not satisfied with this.

In 2011, Boston spent huge sums of money buying a piece of real estate in the busiest Oxford block in London, and pformed it into a modern building with elegant Chinese infrared facade and landmark, for the establishment of Bosideng flagship store and European headquarters.

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In July 26, 2012, the flagship store of Boston London, which had a total investment of 35 million pounds, opened its doors to P.

For a while, Chinese clothing brands boarded the Olympic Games and broke the news of London.

In order to catch up with Hugo Boss and other brands, Bosideng also hired British famous a href= "//www.sjfzxm.com/" target= "_blank" > designer /a /a Nick Holland and top tailors for product checks.

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In the six months since the opening of P, Bosideng's "Chinese brand, local design, global procurement and localized marketing" business model has achieved initial success in the UK market.

London agents began to pay attention to the potential trend of Chinese brands entering the UK market. They believed that Bosideng's success would stimulate more Chinese retail brands to enter London.

What is even more interesting is that Chinese tourists often run to explore the truth with curiosity. Wow, it's Bosideng, the Chinese brand!

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< p > October 12th, Gao Dekang delivered a keynote speech at University of Oxford on investing in Britain: Bosideng's international expansion.

This is the first time China's private entrepreneurs have boarded the Oxford forum with a history of more than 800 years.

"Facing the global market, we must have a global perspective.

China's brand "go out" must seize opportunities, overall layout, systematic advance and steady progress.

Only when we get the brand identity and value resonance of local consumers can we finally take root and create a big future.

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According to Gao Dekang, Bosideng is striving to build an international marketing system with a new business concept, according to P.

We are going to set up business schools and cooperate with international famous institutions to train senior talents and optimize the management mode.

We will continue to strengthen the operation of the UK project, start the sale of UK e-commerce and luxury department stores in a timely manner, and gradually expand to other European countries.

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This year is the key year for the implementation of the 12th Five-Year plan. It is also the beginning of the implementation of the eighteen "innovation driven strategy" in P.

Although the clothing industry is still facing many challenges, it also has a promising opportunity for pformation.

Looking ahead, Gao Dekang often jumped out of words such as "culture, service, supply chain, talents and channels".

He said that Bosideng will continue to promote innovation driven strategy, enhance brand value and influence, strengthen international and domestic market operation, and pform into a world famous and comprehensive clothing brand operator based on the strategic objectives of "four seasons, multi brand and internationalization".

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< p > "as long as Chinese costumes have the attitude of concentrating, concentrating and professionally doing their careers, working hard in brand research and development, product design, supply chain and marketing channels, we will be able to form a group of internationally competitive China's a href=" //www.sjfzxm.com/news /index_s.asp "> brand < /a!" Gao Dekang said.

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