Gao Dekang: Rebuilding The Whole Day After Boston

Fashion is the primary driving force of clothing brand.

Chinese clothing has never been short of diligence and sweat. What we lack is devotion and wisdom. What is lacking is the excavation and cultivation of the intrinsic value of the brand and the respect and confidence of the national costume culture.

-- Gao Dekang

After the baptism of the global financial crisis, China's textile and garment industry has entered a period of integration, adjustment and upgrading, and the market demand and industry pattern have undergone subtle changes.

A group of excellent Chinese clothing brands have been trying to develop collectivization, diversification and internationalization, and new brands have springing up continuously. China's apparel industry is increasingly showing the trend of cross category, region and industry.

Win the right to speak by pioneering ideas

Almost no one denies that China is the largest manufacturer, consumer and exporter of textile and apparel products in the world, but an embarrassing fact is that Chinese clothing has not yet been recognized as an international brand by the global fashion industry.

Fashion is the primary driving force of clothing brand.

Chinese clothing has never been short of diligence and sweat. What we lack is devotion and wisdom. What is lacking is the excavation and cultivation of the intrinsic value of the brand and the respect and confidence of the national costume culture.

Gao Dekang, chairman of the National Federation of textile and apparel industry associations and chairman of board of directors of Bosideng International Holdings Ltd.

He visited France, Italy and the United States for many times, and felt the rich and profound cultural background of the international brand.

In his view, in the face of "European style and beautiful rain", Chinese brands generally lack the imagination and creativity of talented people, which is the biggest obstacle to win the brand premium in the future.

In the evening of September 10, 2010, a mysterious "spaceship" anchored in the movie "Afanda", under the mountain of Hallelujah, in the dazzling lights and the air of music, dozens of "extraterrestrials" dressed in neon and feather were out of the spaceship, dancing lightly.

"Yu Liang Ni Qu and charming Zhangjiajie" -- 2010/2011

Guided by customer value, with the emotional appeal of "national, fashion and future", we constantly strengthened the investment of Bosideng's brand culture and product development and design, and found a delicate balance between aesthetic appreciation and market demand. It realized the brilliant and spectacular scenery in T, created a fashion trend full of Chinese fashion characteristics, and won the recognition and respect of the world fashion itself.

Establishing four seasons product pformation strategy

"Down jacket - Bosideng clothing", today referred to the "down jacket", people will naturally think of "Bosideng", Bosideng successfully occupy the "cold clothing King" this customer mental resources.

But as an outstanding representative of the strategic driving mode of China's clothing category, Bosideng also suffers from happiness: seasonal products are single, and market profitability is obviously affected by climate.

Gao Dekang, who has ambitious ambition to create famous brands and serve the country, obviously disagrees. In recent years, he has actively promoted Bosideng to open up territory in the four seasons.

Brand innovation is undoubtedly the king's sword for him to fight for the battle and fight for the market.

Peter Drucker said: the purpose of enterprises is to create customers.

Gao Dekang believes that the positioning and shaping of brand is not controlled by wishful thinking, and must be formulated according to customer's mind, competitive environment and advantages.

Bosideng wants to break the pattern of single product and single pattern, and from market incubation brand to brand creation market, we must create brand culture and personality brand that penetrates the target consumer's heart, and make new brand positioning directly enter the customer's mind through patience and lasting interaction communication.

As a result, Gao Dekang established the strategy of four seasons product pformation, strengthened the combination of product structure adjustment and brand optimization, and promoted the horizontal extension of non seasonal products from down jacket to men's clothing and women's clothing with many brands, professionalism and internationalization, constantly developing brand vitality.

"Today, we can think of Bosideng for the younger generation, and even the first thing we should think of is not only feather clothing."

Gao Dekang said that it will integrate its brand style, design research and development, channel channels to ensure that the product style is different and meet the needs of all levels of consumers.

In the next three to five years, the proportion of its non down garment business will be raised to 30%. It will be pformed into a world-renowned world-renowned fashion brand operator.

Speaking of the ongoing four seasons expansion project, Gao Dekang was very calm and low-key. He said he did not want to talk big before he achieved great business success.

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New models such as fast fashion

In recent years, ZARA, H&M, C&A, GAP, UNIQLO and other international brands have entered the Chinese market in a large scale. The excellent business models such as "fast fashion" have been introduced in large numbers, and the road of difficult industrial upgrading lies in front of Chinese garment enterprises.

Fortunately, Chinese clothing has been competing with international brands and competing closely, and has also gained the opportunity to learn these excellent brand management ideas and marketing practices at close range.

"The pformation and upgrading of Bosideng is not to imitate by step by step, but to seek the combination of products and brands, enterprises and industries, and grow into a brand with vitality and responsibility."

Gao Dekang said.

To this end, Bosideng has opened the curtain of pformation and upgrading, focusing on business refinement and industrial chain integration.

According to Gao Dekang, Bosideng has begun to pform and upgrade traditional industries through network information technology and e-commerce platform, so as to create a comprehensive supply chain with fast response and effective execution.

In order management, raw material testing, manufacturing, external processing, warehousing and logistics, marketing services and other links, ERP information engineering is introduced into the whole process. In the efficient logistics system, professional warehousing and pportation, radio frequency identification and other technical links, "rapid flow" is pursued.

To test the water e-commerce and expand diversified sales channels, the flagship store and self built brand official website have been set up in Taobao, and sales volume has reached 39 million 500 thousand yuan last year.