Gao Dekang: 8 Sewing Machines Start Wealth Life

3998.HK, which was listed on the Hong Kong Stock Exchange yesterday, opened up and walked lower, eventually closing at HK $3.41, up 3.96% from the HK $3.28 share price.

Gao Dekang, who owns 5 billion 144 million shares, is worth more than HK $17 billion.

After 31 years of entrepreneurship, Gao Dekang finally became a big tycoon from a small tailor. Bosideng also developed from a village sewing group to a listed company.

Gao Dekang, who is worth more than HK $17 billion, is in the exhibition room reflecting the development of Bosideng at Bosideng headquarters. In this exhibition room, a dilapidated 28 bicycles and two sewing machines with enough antiques are standing proudly in the center. In addition, there are still the financial statements of Gao Dekang's initial business and Gao Dekang's travel reimbursement for cycling.

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 in Shan Jing Village, Changshu, Jiangsu, set up a small sewing group with 11 farmers from his tailor's craft. He was the leader of the group. His 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 crew 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 fifteen hours, fetal explosion, wheel deformation is a common meal.

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 pform 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 way to success of enterprises, officially registered the famous brand of the world, Bosideng.

Decades later, at the CCTV 2006 China economic year's annual fortune poll forum, Gao Dekang, as a guest, accepted "making trouble". Qing Dong, one of the CCTV hosts of the program observer, made a dress for 10 minutes at the scene and won the applause.

Yesterday, according to Boston's HK $3.41 offer, Gao Dekang, who owns 5 billion 144 million shares, was worth more than HK $17 billion, and 31 years of business. Gao Dekang finally became a big tycoon from a tailor.

The "Bosideng" has been hit by "Waterloo" in 1994. Although the winter of this year is extremely cold, it is worse than 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, I really had a heart of jumping."

Many years later, 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, who was so busy, did not wait to die. 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.

In the following years, the market has received frequent reports. From 1995, "bostang gave you the warmth of your relatives", to 1996 and 1997, "Bosideng made the four seas become 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 the others for 12 consecutive years, occupying half of the Chinese cold proof clothing market.

In November 20th last year, 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.

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

In 1992, Gao Dekang decided to register his own brand in order to jump out of the OEM restrictions.

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 can not be 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, the world's 1/3 down garments were produced by Bosideng. Gao Dekang's Bosideng became the only clothing brand in the 16 furniture enterprises with international competitiveness.

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.