Bosiden Set Sail Again

In 2015, China's clothing industry will usher in unprecedented changes! This judgment is based on the surging and magnificent development process of China's clothing industry in the past 2014. This year, there were both the "New Chinese Costume" that attracted the attention of the global fashion industry, and the carnival of the "Double 11" fashion e-commerce market. The Internet economy and O2O channel integration changed the traditional market competition pattern with unimaginable power. This year, China's clothing industry also concentrated on exposing common problems such as weak market demand, heavy comprehensive costs, extensive channel expansion and operation. The era of rapid growth relying on labor costs and resource input came to an abrupt end, and entered the "new normal" of deep transformation and reform and sustained low-speed growth.

Adversity is more true than ever. It is in this so-called "the most difficult textile year in history" that Bosiden people fought with tenacity and wisdom, and still produced a report card full of arrogance and self-confidence: Bosiden down jacket has won the sales champion in China's cold clothing market for 20 years (1995-2014), and has been the only representative of China's cold clothing market for 18 consecutive years (1997-2014) In terms of continuous improvement and other aspects, it is in the forefront of national industrial enterprises and awarded the honorary title of "National Industrial Brand Cultivation Demonstration Enterprise" by the Ministry of Industry and Information Technology of China. In the 2014 Chinese brand value evaluation released by the General Administration of Quality Supervision, Inspection and Quarantine of the People's Republic of China and the China Association for the Promotion of Brand Building, the brand strength of Bosiden reached 918.00, and the brand value reached 19.749 billion yuan, ranking first in the textile and clothing industry, showing a strong brand strength that looks up to its peers.

Gao Dekang, a deputy to the 12th National People's Congress and the founder of Bosiden brand, started his business nearly 40 years ago, and has always maintained the strong mentality of being indomitable in good times and undaunted in adversity. In his view, the growth process of Bosiden brand is a microcosm of the development of the clothing industry, which will experience a transformation every ten years or so. For the first time, in 1994, Bosideng turned from a township enterprise engaged in processing down jackets to a self owned brand. The second time was in 2004, from the industry leader and scale operation to the cultivation of famous brands and international development. This time, he will lead Bosiden people to embark on the star journey of "new starting point, re entrepreneurship, and building core competitiveness" with a new attitude of returning to zero, fully promote the next round of growth of enterprises, and stabilize Bosiden's leading edge in the clothing industry.

Gao Dekang believes that pragmatism and innovation are the essence of entrepreneurship and the guarantee of the brand's long-term foundation. "At present, the most terrible thing is not how many external difficulties there are, but the decline of entrepreneurial spirit such as rigid thinking, conformism, and the elimination of enterprising spirit. The enterprising entrepreneurs with feelings and courage should adapt to the new normal of the economy with a common mind. Consumer demand is the core of today's clothing industry. We should have the original intention of returning to the products and services themselves, have the tenacity based on value, focus on the main business, and be loyal to quality, and use the global perspective and the Internet perspective of innovation and adjustment to highlight new competitiveness. "

The creation and sharing of value is the foundation of all successful businesses. Gao Dekang said that under the background of slow growth in the new normal, Bosiden would change its original model of pursuing quantitative and expansionary development, and comprehensively turn to customer demand as the core, based on value service orientation, reengineer its business model and enhance its brand strength. "We should follow the trend, act decisively, reform and innovate all the staff, fight three battles of product leadership, marketing innovation and international layout, and practice the corporate vision of 'world famous comprehensive clothing brand operator'."

In recent years, Bosiden has comprehensively implemented excellent performance management, innovated quality management concepts, methods and models, and formed a "market driven, brand centered, excellence seeking quality management model". With the enhancement of consumers' brand awareness, brands are increasingly becoming an important guide to social consumption demand. For this reason, Bosiden continues to deepen brand construction, takes the lead in introducing the MIIT brand cultivation management system in the clothing industry and carries out pilot projects, constantly improving brand cultivation ability and competitiveness. In September 2014, Bosiden headquarters building, with a building area of 40000 square meters and a height of 120 meters, integrating creative research and development, administrative office, brand management, marketing services and other functions, was completed and put into use. It is committed to building a headquarters economy for world famous clothing brands, and has played an exemplary role in leading the transformation of Changshu clothing industry to brand cluster operation.

Bosiden knows that the era of product first and service first is coming, and the ultimate embodiment of brand power must be good products and ultimate experience. In 2014, Bosiden integrated traditional technology with modern technology, innovated functional technology, and introduced "four proofing" fabrics of "waterproof, oil proof, dirt proof, and radiation proof", long-term thermal insulation insulation fabrics, and natural and environmentally friendly radiation proof fabrics in the development of new products, forming three core selling points of "high-density cashmere locking, heat storage and temperature rise, and four proofing fabrics", Constantly endowing products with new scientific and technological added value shows the versatility and fashion in the world of down products. On October 12, the "2014 Bosiden Down Art Iceberg Tour" was grandly opened in Shanghai Bailian World Trade, and then successively toured Suzhou, Beijing, Chengdu and other places. With the theme of "iceberg and snow source", the tour invited literary and artistic stars such as Lu Qi, Li Chen, Tai Zhengxiao to participate in fashion interaction, explore and create down culture with the spirit of foresight, and lead the winter fashion classics.

On the basis of adjusting and compressing the number of terminal stores and optimizing the channel layout, Bosiden strives to create a "pull" supply chain management model that is customer-oriented, terminal stores as the core, efficient, collaborative, and quick response, so as to create a better shopping experience for consumers. At the same time, actively explore the new mode of O2O online and offline integrated marketing, reduce the middle link of sales and reduce costs. In 2014 On the "Double 11" Shopping Carnival, Bosiden's online sales reached a new high again, with the total online sales exceeding 132 million yuan, an increase of nearly 20% year on year, ranking first in down jacket products and fifth in women's clothing category sales in the online sales event by absolute advantage. In addition to the original group e-commerce logistics delivery resources, the logistics points in Shanghai, Harbin and other places also delivered goods nearby for the first time and delivered whole orders. More than one third of the orders achieved offline channel delivery, and Bosiden "flew both online and offline." The integrated marketing of has achieved initial results.

In order to effectively safeguard the rights and interests of consumers and brand image, Bosiden also severely combats fake and inferior products. In late October 2014, the enterprise found that there were factories producing a large number of silk down products with fake "Bosideng" brand and selling them through the Internet. The amount was huge, so it immediately reported the case to the Changshu police. Through the joint investigation of the economic investigation departments of nine provinces and cities across the country, "network capture", a nationwide criminal network of manufacturing and selling counterfeit goods was destroyed in mid December, 10 suspects were arrested, more than 7300 counterfeit products were seized, and the total value of the cases involved exceeded 65 million yuan.

As a cultural trend and commercial mainstream, Chinese clothing has attracted worldwide attention and respect. It is the "Chinese Dream" of a generation of clothing people, and it is also Gao Dekang's unswerving patriotism. But he also clearly saw that foreign trade exports without brand support must be subject to price costs and fall into low-end "quagmire". While continuing to operate flagship stores in London, England, and promoting German e-commerce cooperation business, Bosiden has accelerated the global layout of its brand and market. On May 29, 2014, Bosiden signed a contract to confirm his participation in the 2015 Milan World Expo at the Sino Italian Fashion Forum hosted by the Italian Consulate General in Shanghai and the Executive Committee of the Chinese Enterprise Joint Pavilion of the Milan World Expo. Bosiden will hold six-month exhibitions and interactive activities in the Chinese Enterprise Joint Pavilion to increase exchanges with the international fashion industry. On September 19, Gao Dekang led Bosiden's senior executives to Italy for an investigation. Milan Mayor Giuliano Giuliano Pisapia). Bosiden plans to take the Milan World Expo as an opportunity to promote the integration of eastern and western clothing cultural concepts. In the future, Bosiden will open a franchise store in Milan to promote Bosiden's global brand.

Bosiden's international development, especially its specific approach to expanding the European market, was affirmed by Vice Premier Wang Yang. When investigating foreign trade work in Suzhou, he said that he would work hard to create more such international brands, constantly improve the added value of products, and strive to cultivate new growth points of foreign trade. He encouraged Bosiden to say: "Our fashion design is not about quantity, but about brand and quality.".

Peter Parker in Spider Man Parker) said, "The greater the ability, the greater the responsibility." As an international Chinese clothing enterprise, Bosiden not only diligently pursues to improve customer value and service, but also pays more attention to the sharing of interests and the demands of stakeholders, and is determined to be an enterprise of the times, a responsible enterprise and an enterprise with lofty dreams. In the industrial chain, low-carbon environmental protection Actively practice social responsibility in social undertakings and other fields.

"The supply chain is ultimately a 'win-win chain' and one of the core competitiveness of enterprises in the future. I have always said that the success of an enterprise does not depend on how much money you earn, but how many people you treat. Only when innovative resources flow in the industrial chain can the value chain be improved and more social wealth be created." Gao Dekang said, Bosiden uses brand influence and scale operation to integrate high-quality resources, establish relationships with relevant parties that adapt to the enterprise's development strategy, work together with upstream and downstream industries to build a win-win value chain, and drive the healthy development of the entire industry chain with integrity, self-discipline, fairness and justice. Through sharing interests and common development, Bosiden has provided more than 300000 jobs to the society through six directly affiliated industrial parks, more than 500 raw and auxiliary material suppliers and cooperative factories.

The climate problem brought about by globalization makes low-carbon environmental protection a new business ethics. Bosideng has incorporated ecological civilization and green economy into its development strategy, infiltrated the sense of ecological responsibility into all processes of the enterprise, and achieved "green management" in the whole process from various aspects such as technological transformation, product design, production packaging, logistics and transportation, and marketing services, so as to provide environment-friendly green products for the society.

Bosiden also actively advocates circular economy, explores new ways of green development of industry, and promotes healthy development of industry. Since 2013, it has cooperated with Jiangnan University to set up Suzhou Down Garment Recycling Engineering Technology Center to carry out research on the technology of down garment recycling, decomposition and reuse (used to manufacture cleaning supplies, industrial fabrics and automotive thermal insulation materials), which is of practical significance for promoting China to establish and improve the recycling system of textile products. On June 14, 2014, Bosiden participated in the "Zero Abandonment of Used Clothes - Recycling Activity of Chinese Brand Clothing Enterprises" sponsored by China Textile Industry Federation and China Association for Research and Promotion of Ecological Civilization in 12 stores in Beijing, exploring Clothing enterprises , consumers, charity organizations, research and development institutions, and comprehensive utilization enterprises. These recycled old clothes, which meet the safety and health standards, are used in charity projects such as the "Western Warming Plan" to help needy people; Those failing to meet the relevant standards shall be used as raw materials for the research of renewable processing technology. This is an innovative measure combining the comprehensive utilization of resources in China's textile and clothing industry with the development of social welfare activities.

Bosden has always held“ enterprise value The simple idea that "the maximization of social benefits is the maximization of social benefits" actively responds to the demands of all stakeholders. The company invested 130 million yuan to build Kangbo Village, a national ecological village, one of China's top ten charming new villages and one of China's top ten well-off villages, and donated 50 million yuan to launch the "Dekang Humanity Foundation" directly under the management of the Ministry of Civil Affairs of China. At 16:30 on August 3, 2014, a magnitude 6.5 earthquake struck Ludian County, Zhaotong City, Yunnan Province, causing heavy casualties and property losses. Dekang Charity Foundation and China Women's Development Foundation