Bosideng Portray The Image Of "Made In China"

In recent years, the Chinese government has spared no effort in upgrading the image of "made in China".

However, changing the views of the market and consumers and rebuilding consumer cognition requires a long-term communication process.

Bosideng is a pioneer in the exploration of internationalization of China's clothing brand. In recent years, it has actively and steadily expanded its international market, and has set up a European headquarters and brand flagship store in London, which has bought the British men's wear brand and signed an official partner of the Premier League Tottenham team to promote the independent brand products with the German OTTO.

While developing the international market, we should actively strive to create the image of "made in China".

"Internationalization of Chinese brands must first be respected by Chinese brands and made in China.

"This is not only the brand image of the enterprise, but also the brand image of the country!" Gao Dekang, chairman of Bosideng group, feels that "one of the clothes at the same price is made by French designer and produced in France. One is made in China and made in China. Which consumer will choose from the international market? The answer is obvious.

If China's independent brand is to achieve internationalization and establish brand status in the world, it must speed up the upgrading of the national brand image.

On the eve of the Spring Festival this year, the first fashion experience shop opened in Manhattan Union Square, New York, which attracted the attention of the American fashion industry.

But Gao Dekang said frankly that "pressure mountain", he said that with the continuous upgrading of industrial upgrading, China made from quality to technology has improved significantly, and some products even catch up with the international advanced level.

The white household appliances and other industries all have international competitive advantages, but there is not a truly international line brand in China so far.

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The recognition of Chinese brands is not high enough. In the past years of reform and opening up, we have created a legendary Chinese made product that is cheap and cheap. However, rude and copycat imitation and other intellectual property rights and creative labor are also making the case.

"Stigmatization" has greatly affected the international consumers' positioning and views on Chinese brands, and also made domestic consumers lack confidence in local brands.

Gao Dekang believes that when international brands enter the Chinese market in large numbers, if they do not change the brand awareness of consumers, Chinese manufacturing will not only be difficult to stand in the international market, but also to stabilize the share of the domestic market is very difficult.

Although he is deeply concerned about the development of China's local brands, Gao Dekang can hardly conceal the strong feelings and sobriety of the strong. He said that innovation and change is the only way to the future. During the period of reform, everyone has the chance to overtake corners and the possibility of being overturned by rivals.

The more successful a brand is, the less likely it is to be superstitious about its past success. It must change from time to time, go with the flow, and welcome the pformation and development with the zeroing attitude, and make the Chinese dream of fashion brand with innovation. "

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Children's wear brands surpass public entertainment, the fastest growing clothing business.

Yesterday, Semir clothing released the 2014 annual report. The report shows that Semir's main business income reached 8 billion 70 million yuan in 2014, up 11.8% from the same period last year, of which children's clothing grew faster, and realized 3 billion 167 million yuan of main revenue, an increase of 24.91% over the same period last year.

It is understood that last year, Semir group achieved a total revenue of 8 billion 140 million yuan, an increase of 11.7% over the same period last year, a profit of 1 billion 474 million yuan, an increase of 19.26% over the same period last year, and a net profit of 1 billion 92 million yuan attributable to shareholders of listed companies, an increase of 21.09% over the same period last year.

It is worth noting that, as one of the main businesses of the company, Semir's casual wear has been reversed, and the main revenue has reached 4 billion 903 million yuan, an increase of 4.69% over the same period last year.

And another main business of children's wear brand growth rate is higher, reaching 24.91%, completely surpassing the leisure apparel business.

Not only that, the company's children's wear brand balbala has 3540 stores in the country, approaching the number of 3542 stores nationwide.