"Best-selling in 72 countries, the choice of more than 200 million people, the world-famous brand Bosideng." In China, no enterprise can stick to its original intention for 42 years and send love and warmth to the world like Bosideng; There is no independent brand enterprise like Bosideng, whose brand value reached 26.8 billion yuan in 20 17, and won the domestic market share champion of similar products for 22 consecutive years, and its brand portfolio occupied half of the market, making it the only leading enterprise in China textile and garment industry with the honors of "World Famous Brand", "China Industry Award" and "National Quality Award"!

Starting from scratch, looking for business opportunities

Gao Dekang, the founder of Bosideng, was born in Jiangsu. Because his family was poor, he started a business after graduating from junior high school. 1 1 farmer, 8 sewing machines, 1 "Baal" bike, all his employees and possessions at that time. Shanghai, 200 kilometers away, is his gold digger and the source of the survival and development of garment factories. 1982, relying on the OEM relationship of Feida Garment Factory, a well-known enterprise in Shanghai, he founded the high-cooked white feather down jacket factory. Because the quality of its products exceeds that of Shanghai General Factory, the other party decided to cancel its business, making this newly established enterprise a rootless plant. Gao Dekang boldly put forward: borrow the other brand, produce according to its style, and sell independently. His unique skill of "abandoning the car to protect the pawn" unexpectedly won 1989 in the context of oversupply, and the enterprise earned the first sum of10 million yuan. A year later, the profit was as high as 7 million yuan.

Burn one's bridges and turn the crisis around

"OEM" helps enterprises get out of the predicament, but the annual brand "use fee" of 6.5438+0.5 million yuan makes Gao Made Kant deeply realize the importance of the brand. After ten years of management and painstaking research, he successfully registered the "Bosideng" trademark at 1992 and took the first step to create his own brand. Good things come from difficulties. 1in the winter of 1994, half of the 230,000 down jackets produced by the factory were overstocked in the warehouse, and the bank came to collect loans of 8 million yuan. At that time, he had the heart to jump off a building, but considering that there were hundreds of people waiting for dinner, he gritted his teeth and seized the lifeline of off-season promotion in department stores such as Wangfujing in Beijing. He reluctantly gave up his love and sold all the remaining down jackets at a loss, collecting nearly100000 yuan and paying off the loan, leaving a deficit of100000 yuan. Transformation? Stop work and rectify? Or continue to do OEM? In order to find a way out, he personally visited the northeast market and found that the down jacket has long restricted sales in terms of color, fabric, style, style and quality, and began the first revolution of down jackets-"slimming". 1995, a new generation of down jackets with gorgeous transformation was put on the market, which was light, warm, fashionable and trendy, and was immediately favored by merchants and customers. This year, Bosideng's market sales reached 620,000 pieces, and its profit reached more than 30 million yuan. Bosideng ranks first in China down jacket industry.

Open up a new world and break the deadlock.

In order to maintain and expand its leading edge, Bosideng invested 3%~7% of its sales in the research and development of new products. Since the "goose-duck dispute" broke out in 200 1 down jacket market, Bosideng, as the industry leader, decided to "abandon ducks and use geese" and set off an "environmental revolution". In cooperation with the Chinese Academy of Sciences and internationally renowned clothing companies, Gao Dekang took the lead in realizing the "three noes" and "three defenses" of down jackets, solved the problem of punching down jackets and the contradiction between breathability and comfort since the 1980s, and achieved a major technological breakthrough in maintenance and washing. However, when a company becomes famous, its competitors will focus on it. Facing the frequent title wars, price wars and online sales wars of second-and third-tier brands, Bosideng developed Kangbo Men's Wear Brand, Feixue Sportswear Brand and Jie Bing Couple Brand to segment the market, ensuring the needs of different age groups, forming a situation of dividing and surrounding other brands of down jacket products, and consolidating the.

Fall into crisis again and reshape the brand.

In June 2007, Bosideng was successfully listed on the Shanghai Stock Exchange. Gao Dekang's wealth has increased dramatically. After being ranked in the Hurun Report for many years, the global financial crisis broke out, and Bosideng ushered in the second "cold winter" in history. Gao Dekang resolutely cut off Rockway casual wear, Ruiqi and other women's wear, and implemented the "four seasons" strategy. In order to solve the problem of inventory and channels, in recent years, he used internet plus to develop e-commerce platforms such as Tmall, JD.COM, Amazon and Vipshop, and greatly reduced the number of physical stores, realizing the integrated development of online and offline. At the same time, in order to enter the international market, he actively introduced capital, strengthened cooperation with third parties, and exclusively released the 10 down jacket fashion trend in more than 400 high-end brand collection stores in eight European countries.

"Meet the transformation with zero mentality and build a brand with innovation." Gao Dekang has his own profound understanding of every crisis, always standing at the forefront of the team, leading enterprises out of the predicament and leading enterprises to the forefront of the world fashion trend.