Gao Dekang, Chairman Of Bosideng Board Of Directors: Knitting Dream Of Clothing Culture

A dilapidated "28 pole" bicycle and two "Grandpa level" sewing machines are Gao Dekang's "treasure". The two sewing machines were his tools for making a living. Bicycles were his substitute for Changshu and Shanghai.

Facing reporters, chairman of Bosideng board, claiming to be a farmer. Gao de Kang Confide in one's heart.

Reporter: in the exhibition room just now, you can see the hardships of starting a business. What has driven you to build your own brand at the beginning of "incoming processing" and "OEM"?

Gao Dekang: I always feel that the success of an enterprise is not a starting point, but a turning point. In 1976, 11 of us and 8 sewing machines began to make clothes for the villagers. Until the convening of the third Plenary Session of the 11th CPC Central Committee 1978, those policies made me feel the chance to come, so we set up Shan Jing garment factory and began processing. Then a casual chance to get into the down jacket. At that time, the down jacket style was bloated, the cloth was simple, the color was monotonous, the process was complex, and many manufacturers did not want to do it. I think this is definitely promising. In 1983, we changed our name to the white feather down garment factory. But I really want to make up my mind. Independent brand In 1992, comrade Deng Xiaoping's speech on the southern tour announced that Bosideng was the trademark registered in that year. Facts have proved that building an independent brand is the foundation of the survival and survival of an enterprise.

Interviewer: how do you make one? Small workshop Grow into a big business?

Gao Dekang: my answer is simple: endless pursuit of innovation. Our first innovation is to introduce the concept of fashion, leisure and sports into the down garment industry, and increase the down to 90%. This overcomes the weakness of traditional down garments, such as bloated, monotonous, airtight and so on, and grabs the market at once. In 1994, I first earned real money; in 1995, we became the national sales champion; in 2000, we integrated environmental protection and fashion, launched green environmental protection and ecological bacteriostatic down clothing, and set off a "green storm", which in turn meets the international demand and laid the foundation for us to go abroad. In 2004, we applied nanotechnology to down jacket production, and was awarded the "scientific and Technological Contribution Award" by the China Textile Industry Association in the field of winter clothing. Boston was registered in 1992. I think only innovation can bring change, usher in a leap, and finally win the market.

Reporter: it is said that the name "Bosideng" is because there is a city called "Boston" on the sea, which sounds "foreign flavor". Is it true that Bosideng set the goal of going global?

Gao Dekang: indeed, when we created the brand, we set the goal of creating "world famous brand". This is another reason why we pay attention to innovation. We also realize that internationalization is Bosideng The inevitable choice for long-term development. If we go out, the whole enterprise and industry will be promoted more quickly. For this reason, we registered the Bosideng trademark in major countries and regions very long ago, and let Bosideng go abroad to study abroad. At that time, the overseas agents demanded strict rules, which forced us to internationalize the design and conform to foreign sales positioning and consumer preferences. This is actually forcing us to innovate.

Reporter: can we say that Bosideng has reached the goal of going global?

Gao Dekang: in 2008, our store opened in the UK. In 2012, the European headquarters landed on the Oxford Street business circle. It can be said to be a sign, but it is far from enough. Our international strategy is "brand first, channel follow-up, win-win cooperation". Since we entered the Swiss market with our own brand in 1999, we are committed to letting the world know that China has not only good products but also good brands. If we use the first 10 years to make products and chew the market for second to 10 years, then third 10 years, we are building China's fashion dignity.

Reporter: I noticed that you mentioned "fashion". We know the beginning. Down Jackets It is keeping warm, but now consumers are more and more aware of other attributes of down garments. This includes a lot of contents. Why do you only emphasize "fashion"?

Gao Dekang: now the core of brand competition is cultural concept competition. We must know that the clothing market is just a market, but fashion can bring people spiritual support and national pride. So we hope to make the world perceive China's fashion through efforts. "Fashion" is also important for China. As a developing country, the most successful achievement of Chinese clothing brands is not to earn much money, but to make more Chinese people wear high quality and high quality garments. For us, they always adhere to the design orientation and adhere to the "independent brand and original design". Fashion guide 。

Reporter: as a successful entrepreneur, what is your dream now?

Gao Dekang: from the day of starting business, we have been walking step by step for so many years, and have been to this day, but this can only be regarded as a turning point, far from the end. My goal is to let all the consumers of the world see our brand, see our shop, we should make world famous brand, truly create "world brand, enhance national aspiration", and write "Chinese dream" of clothing culture.