Boston Returns To Expand Overseas Market

As a leader in the down industry, Bosideng expanded its horizons overseas to become one of China's first fashion brands to enter the global market a few years ago.

Entering the 2018, Sino US trade war became more intense.

Grasping the core technology and strengthening and strengthening the national brand has become an increasingly strong voice.

As a leader in the down industry, Bosideng expanded its horizons overseas to become one of China's first fashion brands to enter the global market a few years ago.

The "China brand day" event, held in Shanghai in May 10th, was the only brand of down jacket that had been invited. Bosideng took part in the first China independent brand Expo (hereinafter referred to as "the fair").

In an interview, Gao Dekang, chairman of Bosideng, confidently expressed: "making brand is the future.

We are aware of the importance of brand upgrading and innovative development, and we are confident that Bosideng will become a Chinese brand name card.

Mr. Gao Dekang, chairman of Bosideng, was interviewed by the media.

At the same time, Bosideng announced in April this year: the expected revenue as of March 31, 2018 increased by 30% over the same period in 2017, and the profit of the company's equity holders increased by 50% over the same period 2017, which represents the strong return of China's "emperor".

From "made in China" to "made in China", from home to international, Bosideng focuses on down jacket for 42 years and sells well in 72 countries. It becomes a "Chinese card" with Jinhui's glory. What is the secret of Bosideng's success? Nagata Tokuyasu, a director of Bosideng during an exclusive interview with the media, unveils the veil for the public.

Insight into market opportunities to seize the commanding heights of the industry

In this fair, Bosideng displays the theme of "Yi Fu", showing its latest style of overlay and light movement.

Beautiful and fashionable models, capable and simple lines and cutting, blending of technology fabrics, cool metallic luster...

Let guests and media stop.

For this show, some consumers said: this time Bosideng is different from its own past style. It seems that it is no longer a rule.

Many people in the industry have read this: This is not only different from Bosideng's past style, but also differs greatly from the same industry.

In the current industry is still focusing on "fashion, light" and other keywords, Bosideng has pushed the industry standard to a higher level of renewal.

Gao Dekang said: "we need to create new standards for Down garments."

This statement is loud and clear, announces to people: Bosideng still has to uphold its consistent style, take the lead in one step, and seize the commanding heights of the industry.

Reviewing the basic functions of down jacket in the last century 90s, the emphasis is only on practicality and warmth, and the wearing cycle is concentrated only in winter.

Bosideng was the first to introduce fashion design concept into the down garment industry. After winning the gold medal of the New York Expo in 1995, the market space of down garment was greatly expanded.

When the industry finally began to pay attention to fashion design, the pointer of history has already pointed to the new century. At this time, Bosideng quickly moved towards leisure, multi-functional and professional development.

When Han Xiaopeng wore Bosideng ski suit and won the first ski gold medal of the 2006 Winter Olympic Games, people realized that the skiers wearing the prize winners were imported from abroad.

It is Bosideng that the Chinese players are proud to come to the stage to wear the Chinese independent brand.

In 2018, Bosideng focused on the needs of consumers, focused on young people, and vigorously adjusted all support links to achieve full integration on line and online.

Now, in Bosideng, as long as we sweep, we can know how much clothes are in stock, and consumers' hobbies and trends can be mastered instantly.

New products can reach consumers at the fastest speed.

It is this keen sense of insight and crisis that has led Bosideng to change many times and lead the development direction of the industry.

Gao Dekang said that there was a classic saying about this: "Bosideng is very hard at birth, but since we were born, we are constantly climbing the peak of down jacket.

Only by constantly changing the way, to develop in the direction of young people, and constantly deepen the influence of brand in the new generation, can we keep alive.

The down garments are slowly disappearing. "

42 years adhere to the spirit of ingenuity, consolidate the brand foundation

In 2015, Bosideng ranked first in the textile and garment industry with its brand value of 20 billion 725 million yuan.

As the first brand of the domestic down jacket, it sells well in 72 countries around the world, with a record of over 200 million people. Where did Gao Dekang come from?

Gao Dekang said, "Moncler or Canadian geese, after entering China, the prices are very high.

This shows that the space of down garment industry is still very large.

Bosideng has also been sticking to the core of the down jacket plate, and wholeheartedly supports the development of the brand core.

In the past 42 years, Bosideng adheres to this idea and integrates the spirit of ingenuity into every link of down jacket production.

With the development of the times, high standards of R & D, strict quality assurance and a return to young people's vision, the position of "Yu Huang" is becoming more and more stable.

In terms of design, Bosideng has launched the fashion trend on behalf of China's textile and apparel industry from 97 years to 20 years.

In recent years, it has collaborated with internationally renowned designers to integrate resources at home and abroad and bring design inspiration to young people's favorite.

In research and development, Bosideng is sparing no effort.

As early as 1995, it has taken the lead to increase the cashmere content to 90%, leading the product quality of China's down garment industry to a big step forward.

It also owns the first National Laboratory in the industry, and has obtained 177 patents, 23 scientific and technological projects, and 3 new and high technology products certification.

In addition, Bosideng also introduced "black technology" into the down jacket products, such as antibacterial down technology, heat storage and heating up materials, and multiple locking technology.

In terms of quality, "62 craftsmen and 150 processes."

This is a standard for Bosideng's obedience to R & D, design and production.

Such rigorous and harsh procedures endow Bosideng with excellent product strength and withstand extreme cold, friction, boiling water and other extreme tests.

From the beginning of its creation, Bosideng is constantly promoting the development of down garments category, whether it is fabric technology or design concept.

Gao Dekang said, "we have worked hard for 42 years, and we have to give consumers an account".

Sell well in the world 72 countries, "national card" lead the industry to the world.

Bosideng announced landing in the US in 2013.

A flash shop was opened in Manhattan square, New York.

In 2014, with the help of Italy Milan World Expo, Bosideng actively joined the "one belt and one road" strategy and successfully entered the vision and territory of the world fashion capital.

In 2018, as an excellent brand in China, Bosideng joined Alibaba in April to visit Australia, becoming an important part of Alibaba's globalization strategy.

Today, Bosideng has successfully sold 72 countries, including the United States, France and Italy.

Bosideng has long been a well deserved "national card" with its industry status, market performance and brand achievement. It has made an example and demonstration for the clothing brand and other independent brands with the "go out" elder brother attitude.

In 2018, Bosideng, "upgrading" has become a high frequency vocabulary.

Of course, Bosideng will not be satisfied with what has been achieved.

Gao Dekang said that this year Bosideng launched a competitive strategy, upgrading its brand positioning, product strategy and channel layout to enhance brand competitiveness.

The brand new image of Bosideng in a brand new strategy is showing the Chinese brand's brilliant self-confidence all over the world.

For the future of Bosideng, Gao Dekang is confident: "now is a very good opportunity, especially since the nineteen national government is very concerned about brands.

I believe it will not be unsuccessful if we return to our original mind and modernize the pace with the young people.

It is this confidence that enables more Chinese brands like Bosideng to "go out" to show the world brand strength in China.