The Success Story Of The Little Tailor To The "Big Rich"

　　 Gao de Kang The price exceeds HK $17 billion.

There is an exhibition room reflecting the development of Bosideng in Bosideng headquarters. In this exhibition room, a tattered 28 bicycles and two sewing machines that are enough to be antique are standing proudly in the center. In addition, there are still Gao Dekang's early financial statements and Gao Dekang's bicycle business trip reimbursement list in the exhibition room. The two sewing machine is Gao Dekang's original production equipment, and that bike is his daily journey between Changshu and Shanghai to collect materials. These two physical objects plus these bills have witnessed the development of Bosideng.

In 1976, Gao Dekang, a 24 year old villager at the village of Jingjing village in Bai Zhen Town, Changshu, Jiangsu, set up a small sewing group, relying on his tailor skills from his father, with 11 farmers. He was the leader of the group, whose assets were 8 household sewing machines and a permanent bicycle. The brilliant course of Bosideng started from these 8 sewing machines and a bicycle.

At first, the sewing group made money by making clothes for a garment factory in Shanghai. Gao Dekang was riding this bike every day to return to Shanghai from the village to buy raw materials and deliver the finished products. 200 kilometers back and forth. Every day before dawn, Gao Dekang rode on his permanent bicycle. Take 100 kilograms of clothes that are well processed and run at a speed of 20 kilometers an hour, then pack up hundreds of kilograms of raw materials and return to the village overnight. Back and forth for fifteen hours, tire explosion and wheel deformation are commonplace.

In 1980, Gao Dekang formally established the Shan Jing Village garment factory. Through the processing of raw materials, a Chinese cotton padded jacket, a Chinese and Western style overcoat and a variety of flower buttons are made for a factory in Shanghai. In 1984, Gao Dekang's small workshop also began to transform from raw material processing to OEM production. This year, Gao Dekang began processing down garments for a brand in Shanghai. The first time he made a down jacket, he was acutely aware of the potential of the market. 5 years later, the Shanghai Tiangong garment factory came to the door. Gao Dekang began processing the "Xiu Deng Deng" down jacket for the Tian Gong garment factory at a price of 150 thousand yuan per year. Thus, in less than two years, Gao Dekang's business has been renamed to Changshou City KangBo craft fashion factory after development.

In 1990, Gao Dekang spent 1 million 500 thousand yuan to build second buildings and office buildings of KangBo. In the same year, Gao Dekang made a key decision on the path of success for enterprises, officially registered the famous brand in the world. Bosideng "

A few decades later, at the CCTV 2006 China economic year's annual fortune poll forum, Gao Dekang, as the guest of honor, accepted the "hard nut to crack". Qing Dong, one of the CCTV program hosts of the program observer, made a gift dress for 10 minutes at the scene and won the applause.

In November 11th, according to Boston's 3.41 Hong Kong dollar's offer, Gao Dekang, who owns 5 billion 144 million shares, was worth more than HK $17 billion, and 31 years of entrepreneurship. Gao Dekang finally became a big tycoon from a tailor.

　　 "Bosideng" has been "Waterloo".

In 1994, though the winter of this year was extremely cold, it was not as good as the unprecedented cold winter that Bosteng just entered the market. Bosideng factory produced 230 thousand of the down coats this year, and sold only 100 thousand pieces at the end of winter. All the rest was stored in the warehouse, and even worse. The bank's 8 million yuan loan came to the door again.

"At that time, it was really a heart to jump from a building." after many years, Gao Dekang recalled, "but considering that there are hundreds of people waiting to eat, I feel that I have to be responsible for them and be responsible for the business."

Gao Dekang then crossed his mind and would not sit still. He decided to inspect the Northeast market in an all-round way, so as to find out the reasons why he sold badly. Through careful market research, he came to the conclusion that the reason for Bosteng's failure is not the new brand, but the fabric, style, plate and so on, which are not suitable for the northern people's physique and demand. So Gao Dekang made a reform on fabric, style, plate and so on. At the same time, he set up 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 coats went to the market, fired 680 thousand pieces, and won the first laurel of the national sales for the first time. In 1995, Bosideng's net profit reached about 20000000 yuan.

Next, the market has received frequent reports, from "Bosideng to your relatives' warmth" in 1995, to 1996 and 1997, "Bosideng made the four seas into a family". By 1998, it was determined to create "world famous brand, enhance national ambition" and to the present "world brand and national pride". Bosideng develops at double speed every year. By 2006, the sales volume of the whole country has been far ahead of its peers for 12 consecutive years, occupying half of the Chinese cold proof clothing market.

Last November 20th, when Gao Dekang was invited to deliver a speech at York University's business school, Gao Dekang said that 1994 was the first time he had really earned money.

　　 Multi brand strategy combination "wait on"

If Bosideng spent 31 years developing from a village sewing group to a listed company, it is a miracle created by Gao Dekang and other "Bosideng people" through solid work. Then, "Bosideng" brand has grown from a "Jiangsu brand" to a brand name of more than ten billion brand names, and expanded the "snow flying", "ice cleaning", "ice flying" and "KangBo" and other multi line brands, which is the gradual embodiment of "Bosideng wisdom" with Gao Dekang as the core.

In 1992, in order to jump out of the OEM restrictions, Gao Dekang decided to register his own brand. According to Gao Dekang, "Bosideng" sounds quite foreign name, inspired by the American city "Boston". In 1997, Gao Dekang's international strategy came to light. When Bosideng has achieved rapid development in China, Gao Dekang has registered his trademark patent in 68 countries around the world.

In 1998, Gao Dekang decided to implement the multi brand strategy and establish the "snow flying" brand. In 2000, there was a "killer brand" in the domestic down garment market. The brand of Snow Brand played a key role in the brand strategy of Bosideng. Gao Dekang's practice is: "snow fly" to reduce prices, and fight the war with this brand all the way. At the same time, the price of Bosideng will remain unchanged without any loss. For Gao Dekang, this campaign was undoubtedly a great victory. Coupled with the later "ice cream", "ice fly" and "KangBo" multi line brand, Gao de Kang said: "there is a slight trend in the market, Bosideng will have a combination of boxing serve."

However, multi brand strategy is not achieved by setting up several brands. It is a question that Gao Dekang has been thinking about how several brands fight together instead of each other. He believes that the key to multi line brands is to distinguish styles so as to avoid brand confusion. To distinguish styles, we should emphasize fabric differences, style differences and price differences.

In 2006, global 1/3 Down Jackets Bosideng, born by Bosideng and Gao Dekang, has become the only clothing brand in 16 of the internationally competitive Chinese enterprises. In September 11th this year, the "China world famous brand" in 2007 was announced in Beijing. Bosideng is the only brand in China's apparel industry, among the 3 "China's world famous brands" released by the AQSIQ. 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.