Bosideng Dance Brand New Realm

Fashion guide

Pioneer creativity wins the right to speak in the market

Almost no one denies that China is the world's largest manufacturer, consumer, and exporter of textile and apparel products. China's garment manufacturing and manufacturing has an international competitive advantage. However, one of the embarrassing facts is that Chinese apparel does not yet have an international brand recognized by the global fashion industry. “Fashion is the original motive force of the clothing brand. Chinese clothing has never been lack of hard work and sweat. What we lack is full commitment and wisdom. What is missing is the respect and self-confidence of brand intrinsic value excavation and national costume culture.” Gao Dekang In the language. In his view, in the face of “European Wind and Rain,” Chinese brands generally lack the imagination and creativity of genius, which is the biggest obstacle to winning brand premiums in the future.

It is everyone's expectation to design winter clothes, but the truly recognized design has emerged in the past ten years. Bosideng has played an irreplaceable role in this process. Since 1995, Bosideng has established the China Commodity Corporation Kangbo Design R&D Center, Shanghai Bosideng Design and Development Center, Jiangsu Bosideng Product R&D Center and other institutions to explore and cultivate a large number of promising young design talents. In the years of years spent with this element of down, Bosideng designers boldly learn to absorb the popular style, style, and production techniques of international fashion, and integrate it into oriental costume culture to develop fashion down jackets suitable for different people at home and abroad. Original design leads the fashion trend of winter clothes. Since 1997, Bosideng has worked closely with the China Fashion Designers Association and has been leading the fall winter trend of Chinese autumn and winter clothing for 14 consecutive years, representing the highest level of Chinese garment design.

On the evening of September 10, 2010, a mysterious "space ship" will be anchored under the shadow of the Hallelujah Mountain in the movie "Avatar." Dozens of people dressed in brightly-painted feathers are known to be "outside the sky" in dazzling light and ethereal music. Visitors "walked out of the spaceship and danced happily.." Yu Shang Ni Qu · charm Zhangjiajie - 2010/2011 Bosideng autumn and winter new product launch event was staged in the Zhangjiajie National Forest Park. The conference will be based on the strange mountains and rocks in Zhangjiajie. It will be inspired by magnificent dancing lights and will achieve the perfect integration of fashion and nature, concepts and markets, immersing nearly 1,000 live audiences and tourists in a picturesque way. Among the dreams, it is amazing how Bossing’s original, innovative and innovative approach, product and positioning are.

Over the years, Bosideng has been guided by customer value, with “ethnic, fashionable, and futuristic” as its emotional appeal, continuously intensifying the cultivation of brand culture and investment in product R&D. It has found a subtle balance between artistic aesthetics and market demand. The glory of the T stage and the infinite beauty of life have created a fashion trend that is very characteristic of Chinese fashion and has won recognition and respect within the scope of world fashion. Gao Dekang said that the success of Bosideng in the T-Taiwan and the market is enough to show that imaginative creative design can make a good brand, and that a brand with fashion leadership can become the leader in the transformation and upgrading of the garment industry.

Brand innovation

Seasonal map of king of cold clothes

"Down jacket - Bosideng - clothing", Bosideng is the most outstanding representative of China's apparel category strategy-driven model, today referred to "down jacket", people will naturally think of "Bosideng." Of course, Bosideng's happiness is also troublesome: the product has a single seasonality, and the market's profitability is affected by the climate. Gao Dekang, with his great ambitions of creating brand names and making a comeback to serve the country, is obviously not satisfied with the status quo. In recent years, he has actively promoted Bosideng to expand into the territory of the four seasons. The brand innovation is undoubtedly the sword of the King of warring and struggling.

Peter Drucker said: The purpose of the company is to create customers. Gao Dekang believes that brand positioning and shaping cannot be controlled by the enterprise's wishful thinking. It must be based on the customer's mind, competitive environment and their own advantages. The mind of the consumer is cognition, and the formation of cognition comes from communication. To break the single product and single pattern, Bosideng must create brand culture and individual brands that have infiltration into the target consumer groups. Through patience and lasting interactive communication, Bosideng will make new brand positioning straight into the hearts of customers.

Bosideng established a strategy of product transformation for the four seasons, strengthened product mix and brand optimization, and continued to rejuvenate brand vitality. In early 2004, in response to the trend of Chinese men's youth and quality, Bosideng Menswear was introduced into the menswear market, and then Wang Lihong was invited. As a ambassador. In 2005, Bosideng Menswear entered the UK market with its own brand in the UK's famous chain of GREENWOODS stores across 87 stores across the UK. In September 2008, two Bosideng menswear stores opened their doors in Suffolk County and Lincolnshire in the United Kingdom, creating a precedent for China’s independent men’s brand store to enter the European market. In May 2009, it successfully acquired the trademark ownership and sales rights of American casual brand Rocawear in Greater China. In March of this year, BOCIDENG VOGUE, which focuses on youth, fashion, and leisure, was placed on the 2010 Chic to create an urban fashion market.

"Today, for the younger generation, everyone can think of Bosideng, and even the first thought should not be only down jackets." Gao Dekang said that it will fully integrate its brand style positioning, design research and development, channel access, to ensure product style and different, Satisfy consumer needs at all levels. In the next three to five years, it is planned to increase the proportion of its non-down apparel business to 30% of its total sales, and transform it into a world-renowned integrated clothing brand operator that respects the world.

Talking about the ongoing four-season development project, Gao Dekang was calm and low-key and expressed his unwillingness to boast before a huge commercial success. “Brand innovation is a long marathon. There is no endurance without patience and patience. We believe that if you have a dream, there will be a miracle and you will continue to advance toward your established goals and you will certainly achieve good results.”

Upgrade

Business refinement and industrial chain integration

In recent years, international brands such as ZARA, H&M, C&A, GAP, and UNIQLO have entered the Chinese market in large numbers, and the difficult industrial upgrading process is facing Chinese apparel companies. Fortunately, while Chinese clothing competes and competes with international brands on the same stage, it also has the opportunity to learn these outstanding brand management ideas and marketing techniques from a close distance.

Bosideng, the leading Chinese textile and apparel company that started with processing and is good at learning, has opened up a transformation and upgrading curtain with business refinement and industrial chain integration as its main content. "Bosiden's transformation and upgrading is not just mimicry at the end of the details, but it is to seek product and brand, corporate and industry integration points, and grow into a living and responsible brand." Gao Dekang said.

Bosideng is actively building the Changshu headquarters economy, driving Changshu apparel industry from the processing and manufacturing cluster to the brand concentration management business. In April of this year, the Bosideng headquarters R&D center building with a total investment of approximately 300 million yuan and a design height of 120 meters was laid in Changshu. In the future, it will establish a center for design, development, and marketing operations of the group and a command center for production processing and logistics dispatch. Responding to the provincial and provincial government's call for “joint construction and joint development between the north and the south”, promote the orderly transfer of industries, shift the production base to the central Jiangsu and northern Jiangsu, and build six major cities in Jiangsu Changshu, Gaoyou, Sihong, Xuzhou and Dezhou, Shandong. industrial area. Accelerate the pace of modernization of production bases, introduce world-class production equipment from Germany, Italy, Japan and other countries, and implement RF125 production site management based on wireless radio frequency technology to create internationally advanced manufacturing quality.

Bosideng actively uses network information technology and e-commerce platforms to transform and upgrade traditional industries, and creates an integrated supply chain with rapid response and effective implementation. In order management, raw material testing, manufacturing, outsourcing processing, warehousing logistics, marketing services and other aspects of the full introduction of ERP information engineering. Beginning in 2009, Bosideng tested water e-commerce and expanded multiple sales channels. The brand flagship store established by Taobao.com and the self-built brand official website have created a good sales performance. The annual sales amounted to 39.5 million yuan.

Bosideng actively takes on the responsibility of leading companies in the industry and strives to build a good brand and industrial development environment. Distributing excellent technical personnel to provide process training and business guidance to more than 500 raw and auxiliary materials and outward processing enterprises throughout the country, to help cooperative enterprises improve their innovative manufacturing capabilities, standardize operational quality control and production processes, and ensure stable orders and reasonable profits for cooperative enterprises. . The strong demand for more than 80 million meters of fabrics and 2,000 tons of feathers every year has successfully brought about a flourishing development of the upstream and downstream industrial chains in East China from fabrics, accessories, down, packaging, dyeing and weaving to terminal sales. “The complete and efficient industrial chain is the guarantee for the healthy development of Chinese clothing. Bosideng should not stand alone, but must flourish, do not 'get it all together', but must share the market cake. Seek to integrate the industrial resources with brand advantages, promote regional economic industrial clusters and Brand agglomeration to promote the harmonious and balanced development of the industrial chain."

International expansion

Leading Chinese clothing brands to the world

Regarding the status of Chinese clothing exports, there was a well-known saying many years ago: "China can only import 800 million shirts to import an Airbus A380." How to get rid of the passive situation of the “westerly winds moving eastward” and explore the independence, dignity, value, and characteristics of Chinese apparel brands in the international market has always been an issue that has caused Chinese entrepreneurs to worry.

Bosideng is a pioneer in the internationalization of Chinese brands, and is also a well-known brand in the field of global cold clothes. As Chinese companies “go global” and move toward international brands, Bosideng uses brand-name advantages to integrate high-quality international resources in the trend of “going up” to advance into higher industrial value areas, focusing on creating product quality and channel resources comparable to international brands. With marketing strategy, the development of the international market has achieved a qualitative leap.

In 1997, Bosideng obtained self-supporting import and export qualifications. Since then, several international trading companies have been established in Changshu and Shanghai. The volume of foreign orders has soared. In September 2003, Bosideng Downwear became the industry’s first national import and export exempt product. Bosideng actively strengthens international cooperation, and concentrates its efforts on cooperating with international brands such as NIKE, BOSS, TOMMY, GAP, ELLE, and The North Face, and promotes production management and craftsmanship in line with international standards. On September 11, 2007, Bosideng down jackets were honored by the General Administration of Quality Supervision, Inspection and Quarantine as the only “China's world famous brand products” in the apparel industry. On October 11, the same year, Bosideng International Holdings Limited (03998-HK) listed on the main board of the Hong Kong Stock Exchange, standing on the new starting point for the brand's internationalization.

Bosideng is based on overseas financing and financial intelligence, and actively explores modes such as online trade, overseas specialty stores, and branch operations to expand international influence and sales. In the process of creating overseas “base areas”, we insisted on localized management and localized management, and successively registered Bosideng (USA) Co., Ltd., Bosideng (Russia) International Co., Ltd., Russia Bosideng Friendship International Co., Ltd., Bosideng International (Canada) Limited. Companies and other overseas sales agencies. Bosideng down jackets have successfully entered the markets of Japan, the United States, Canada, Russia, Switzerland, and the United Kingdom. They have established high-end boutique clothing images in the European and American mainstream markets. Bosideng men's wear is based on the excellent manufacturing process, and has entered the strong marketing network of the UK chain brand GREENWOODS. It has achieved remarkable sales performance and has become a classic for Chinese clothing brands to “go global”. In 2009, in spite of the global financial crisis, Bosideng Group’s export volume exceeded 4 million, and its foreign trade export growth exceeded 25%.


In the future, Bosideng will conduct global capital operations from a global perspective, accelerate the acquisition, merger, reorganization, and representation of potential foreign branded apparel, and promote the extension of autonomous and controllable sales terminals in the international market. Continuously optimize franchise store operations in developed countries such as the United States, Canada, and the United Kingdom, improve the position of Bosideng apparel in the international arena, and grow into a first-class multinational corporation with global reputation and market exposure.

The textile and garment industry is the traditional pillar industry of the national economy, an important civilian production industry, and an industry with international competitive advantages. Once upon a time, Bosideng witnessed the glorious history of Chinese clothing with dedication and focus for more than 30 years. Today, Bosideng's every progress is a “quiet revolution” of its own business model and industry development mode. In the future, Bosideng, the king of China's winter clothes, will certainly show and witness the future of China's garment industry with its own fashion tour and brand tour! Bosideng, the world is beautiful for you!