Gao Dekang'S Small Goal: Making The Most Professional Down Jacket Global Consumer Preferred Bosideng

Every winter, many consumers will buy the down jacket as the first choice to keep out the cold.

But when many people rush to foreign brands, many overseas stars wear Bosideng in China.

This topic even caused a heated debate on micro-blog at the beginning of the year.

With the continuous "taking of goods" by celebrities at home and abroad, more and more consumers are beginning to notice that in the past, bostenden, despite its excellent quality but not fashionable enough for young people, has now been able to compete with many foreign brands in fashion.

When many people found this point, Bosideng's retail sales in 2018 had exceeded 10 billion yuan, its revenue grew by 35% over the previous year, and the growth of high-end sales was more than 500%.

You know how hard it is for Boston to get such a performance, so you have to turn it back to 2014.

At that time, he made nearly 40 years of down jacket, and Bosideng knew how to make the best quality.

But when the "exploding money" that can sell hundreds of thousands of pieces a year becomes history, when the store is covered with the basic design of popular design and price wins, Gao Dekang, as the steersman of Bosideng, realizes that the brand value of Bosideng is being destroyed bit by bit.

"Always making the original product, no one wants anything, and the brand has no value."

Gao Dekang, who has experienced decades of ups and downs, said that 2014 was the hardest year for him.

If we can not rely on innovation to reverse the situation, the enterprises it creates will face unprecedented difficulties.

The so-called "change rules, the general rule is long".

And the reform and innovation of Bosideng also started in this process.

The key to strategic adjustment is innovative products.

From the extreme cold series to the designer joint series and then to the high-end outdoor series, Gao Dekang targets the pformation and upgrading of Bosideng products in the purchasing power strong young market and the high-end market.

Quality is not a problem. Boston every down jacket must go through 62 craftsmen and 150 processes. Texture and technology will not be inferior to foreign brands.

Since the popular elements that young people like are changing rapidly, Bosideng is constantly studying the trend of fashion and combining quality with the most popular styles.

Beginning in 2018, in addition to including the former Ralph Lauren design director Tim Coppens, the Ennio Capasa and the former LV, who were under the tutelage of Yamamoto Yamamoto, the three designers of Givenchy's main designer Antonin Tron launched a joint name.

(illustrated by the three designers' joint series releases)

The exquisite craft and the fashionable and innovative design not only let the Boston after the strategic upgrading be sought after by many stars, but in September last year, Bosideng was officially invited to appear in the New York fashion week as an independent brand, and at the Gallery I at Spring Studios.

(photo shows Boston New York Fashion Week show show guests, called "the most expensive photo" of fashion week)

Just returned from the US war, in November, Bosideng announced that the high-end outdoor series down garment with GORE-TEX technology fabrics will be on sale.

You know, the astronauts in the US space shuttle Columbia are dressed in a fabric that can handle all kinds of harsh outdoor environments.

And Bosideng's series of actions on product innovation have also been concerned and reported by the mainstream media. Many fashion designers have praised the Bosideng. In December, Sina's Fashion Style Awards List was announced. Bosideng stood out from the Moncler, Columbia, TheNorthFace and other finalists. It won the 2018 most popular fashion list "the most popular feather clothing" award in the year. It joined the Dior, Chanel, Givenchy, Gucci and other brands in the 2018 Fashion Awards.

Innovation and upgrading are also reflected in Bosideng's channel strategy.

Through the channel integration, Bosideng not only opened the new store to the fashion department store, the core business circle, but also opened the promotion shop and the flash shop.

And change the old style of the shop, with the appearance to give people an artistic sense and visual image, and really develop toward the brand direction.

And Shanghai Nanjing East Road, Beijing Xidan shopping malls, Chengdu Chunxi Road, Tianjin Binjiang Road and other national landmark business circles have appeared a new image of Bosideng flagship store.

Driven by innovation, products, channels and operations have become the three carriages to boost Bosideng, which is leading this national enterprise into new fast lane and releasing new vitality.

In 2019, the prime minister's government work report mentioned that in 2018, after deepening the structural reform of supply side, the vitality of the real economy was continuously released.

In this case, Bosideng can be regarded as an indispensable participant and a beneficiary of reform. In the background of slowing domestic economic growth and increasing pressure on enterprises in 2018, Bosideng share price rose by 132.8%.

For Bosideng's breakthrough, Gao Dekang said that economic fluctuations and market ups and downs are normal phenomena. Enterprises should maintain their development and long-term strategic vision at all times.

In Gao Dekang's view, China's down garment market is a 100 billion market. Under the general trend of supply side reform and consumption upgrading, there will be huge market space in the future.

And his goal has been aiming to achieve 100 billion sales in ten years.

In order to realize this "billion dream", Bosideng will adhere to the overall strategy of "focusing on main channel and focusing on the main brand" in 2019.

Consumers will also see Bosideng join hands with the world's top designers to provide more "surprise" products and services.

Gao Dekang's "small target" is to use continuous innovation to promote the high quality development of enterprises, and become the preferred brand of down clothing for global consumers.

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