Gao Dekang, Zhou Chengjian, A Leader In The Clothing Industry, Has Gone From Peasant To Entrepreneurship.

Bosideng was listed in Hongkong in October 11, 2007. After more than 30 years of development, Bosideng has established its own brand with Chinese national characteristics.

The industry is the first "world famous brand", and Bosideng boss Gao Dekang also has more than 17 billion Hong Kong dollars.

In August 28, 2008, the leisure brand Metersbonwe Clothing Co., Ltd. was officially listed on the stock market. Zhou Chengjian, the poor state's American boss, rose to about 15000000000 yuan with the increase of the stock price.

Gao Dekang of Bosideng and Zhou Chengjian of the United States, these two brands in the clothing industry are just like a duck in water. They are industrious and dependable farmers at the beginning of their business.

They started from a small tailor, down to earth, not afraid of hardship, diligent in thinking and innovation, step by step, and realized the desire to make the company bigger and stronger.

Venture capital: hard struggle, capital accumulation and brand building.

Gao Dekang and Zhou Chengjian, as tailors, have achieved primitive accumulation of capital. Like many private entrepreneurs without backgrounds, they have done their own hard work.

It is a very low entry industry. Many enterprises in China started to make OEM at the beginning. They earned the first pot of gold by relying on excellent technology and quality to make "OEM" for big companies and big brands.

OEM can earn a stable processing fee without having to bear market risk. Many enterprises will stay here at this stage and become a genuine OEM processing enterprise.

And strong brand leaders will make good use of the opportunities of OEM to change their business ideas and establish their own brands.

Gao Dekang, an ordinary farm boy born in Bai Zhen, Changshou City, Jiangsu, learned tailoring skills from his father, and this skill led Gao Dekang to choose the clothing industry.

In the early days of his business, he set up a small sewing group with 11 farmers. The assets were 8 household sewing machines and a permanent bicycle, making money by making clothes for clothing factories.

In 1984, the factory began to pform from raw materials processing to OEM production. This year, Gao Dekang began processing down garments for a brand in Shanghai.

He was acutely aware of the potential of the down jacket Market.

In 1990, Gao Dekang made a key decision on the road to success of enterprises, officially registered the famous world's down jacket brand Bosideng in the future.

Zhou Chengjian, who was born in Shi Keng Ling, Qingtian County, Lishui, Zhejiang, has learned tailoring skills since childhood.

In the early days, the clothing market of Miao fruit temple in Wenzhou was selling clothes and making clothes at night. Zhou Jiancheng was a very concerned person in the market. In 1992, the snow coat and jacket of Fujian stone lion were very popular. He followed the market to make such clothes and made millions of dollars, which did not satisfy him. His keen eye also focused on several casual clothes brands that had just appeared in the market, and felt the potential of casual clothes in the Chinese market. He set up a garment factory with the money at hand, formally produced casual clothes, and also produced his own brand, Metersbonwe, which works for the salaried class, and implements small profits but quick turnover.

Shou Ye Jing: flexible application of brand management strategy

We often say: "entrepreneurship is harder and business is more difficult". Bosideng and Smith Barney moved from the entrepreneurial stage to the stage of keeping the business. We need to enhance the operation and management system. If we expand blindly and invest poorly, we will be very hurt in the market tide.

In 1994, Bosideng just entered the market and met with challenges. The Bosideng factory's down jacket sold at the end of winter was less than 1/2 at the end of winter, and all the rest was in the warehouse. The bank's 8 million yuan loan also came to the door to urge the accounts. Gao Dekang made a comprehensive survey of the market, found out the reasons for the poor sale of Bosideng, and made a reform on fabric, style, plate and so on. At the same time, it established offices in all parts of the country and directly linked with shopping malls to open up the market. As a result, Bosideng's new down jacket went to the market and hit the market for the first time. It won the first place in the country's sales volume for the first time. In 1995, Bosideng's net profit reached about 20000000 yuan. In

Bosideng's multi brand management strategy: "Bosideng" brand expands the multi line brand such as "snow flying", "ice cleaning", "ice flying" and "KangBo". It is the gradual embodiment of Bosideng wisdom based on Gao Dekang's core.

Each brand achieves style distinction, emphasizing fabric difference, style difference and price difference and so on.

Gao Dekang's multi line brand is very comfortable in dealing with killer brands.

Gao Dekang said: "there is a slight trouble in the market, and Boston has a combination of services."

According to authoritative figures, Bosideng down coat is the first in the world, with the first sales volume in China and the first volume in the international trade volume of similar products.

Zhou Chengjian's US state used virtual operation to expand its capital rapidly. In the short 5 years after its establishment, assets quickly grew from millions to hundreds of millions, and there were also some knack for getting rich.

Investment funds: because small private enterprises have difficulty in obtaining loans from banks, he thought of using external force to make up for their lack of funds.

In production, he adopted the strategy of licensed production, and established long-term cooperative relations with more than 60 state-run and joint venture garment processing factories, including Guangdong and Jiangsu, which have first-class production equipment and management standards.

Now, there are more than 60 enterprises in the country who produce 8 million pieces of clothing for the help of Wei Wei. If these enterprises are invested by Zhou Chengjian, they need at least 300 million yuan.

To expand the market share: Zhou Chengjian adopted the strategy of franchise chain operation, that is, the company pfers the franchise to the franchisee, and the franchisee should use the trademark, trade name and service mode of the company, and pay a certain royalty to the company.

This method works well, and the franchised store develops at an annual rate of 50.

Now, there are more than 500 franchised stores, all over the country. Last year, the sales of the company reached more than 500 million yuan. If so many stores have their own investment, they need 150 million to 200 million yuan.

He plans to adopt virtual management in the next five years, such as engaging international professional companies in brand planning and operation, so that enterprises can enter the modern corporate stage of corporate governance as soon as possible, and let the brand internationalization.

In early 08, he collected 160 acres of land in Pudong, Shanghai, with a total investment of more than 100 million yuan, and built an information-based logistics center and a leisure industrial design village.

He also won the title of "most accomplished entrepreneur" in the first annual selection of outstanding figures in China's clothing industry.

In October 30, 2008, Zhou Chengjian and his family ranked fifth in the 2008 Forbes China rich list with $2 billion assets.

Editor's postscript

It can be seen that the success of Gao de Kang and Zhou Chengjian is a microcosm of thousands of entrepreneurs in the clothing industry. They have grown up in the countryside. From them, we can see not only the shadow of the indomitable struggle of the whole independent brand, but also the sublimation of personality charm.

At the time of the financial crisis, the external demand and domestic demand are slowing down. Facing such a complex and changeable market, the Chinese garment industry, which has been struggling for 30 years, has encountered the turning point of the industry pformation.

Enterprises with continuous innovation ability, independent intellectual property rights and independent brands will have the advantage of overwinter. We believe that more national entrepreneurs will face challenges and opportunities as well as Gao Dekang and Zhou Chengjian.