Start Bossington from eight sewing machines to create a world brand

At the 20th Turin Winter Olympics, Han Xiaopeng, a Chinese athlete dressed in Bosideng professional ski suit, made a sensational leap and achieved a gold medal breakthrough in the Chinese Olympic Winter Games. The ski suit also became the Olympic Games in Lausanne, Switzerland. Collection of museums.

Continuously bake new "cakes"

Starting from 8 sewing machines and 11 individuals, after 30 years of twists and turns, Bosideng Company's sales revenue in 2005 reached 6.5 billion yuan. With more than 80 million meters of fabrics and 2,000 tons of feathers in huge demand, more than 200 raw and auxiliary materials units and more than 280 processing units inside and outside the province have been better developed, directly solving nearly 20,000 people, indirectly solving more than 100,000 jobs It has a powerful scale effect.

When Bosideng was born, there were more than 4,000 down apparel companies across the country. Why did they come from behind and take the lead? Gao Dekang, Chairman of Bosideng, said: "Little wise men seize the market, Chinese and intellectuals discover the market, and great wise men create markets. They cannot be satisfied with sharing 'cakes' in the existing market, and more importantly, they can continue to bake new 'cakes'."

Bosideng successively baked three generations of "cakes." "Thin cake" - changed bloated to "thin, light, and beautiful"; "green cake" - the introduction of green down jacket, the combination of nature and fashion cleverly combined; "ecological cake" - Fabric stain-resistant, breathable, Has a strong self-cleaning function.

Get published trend "speech right"

Bosideng has been presenting fashion trends to the world on behalf of Chinese down apparel for nine consecutive years.

Recalling this "speech right", Gao Dekang still feels fortunate. One evening in 1997, Gao Dekang learned that the down jacket factory in the next day had to sign a contract with the China Garment Group about down jacket fashion trends and went to Beijing overnight. As a result, the Other party's contract had been signed. He took a closer look at the full text of the contract, and did not find an exclusive issue. Gao Dekang was overjoyed and found the general manager of the group and said: “Can I cooperate with Big Brother to jointly publish?” But after the CEO of the company dismissed it: “What qualifications does he have? In cooperation with the state-owned giants, he will pick him up and I will withdraw!” Bosideng signed the 10-year contract for release in one fell swoop and issued it exclusively.

With the release of fashion trends, Bosideng’s brand image has been upgraded and corporate intangible assets have rapidly accumulated. The release highlighted "four new": new concepts, new ideas, new fabrics, and new models. At the annual China International Fashion Festival, Bosideng's down apparel fashion trend has become a major event in the winter clothes industry. Its authority has also been recognized by experts at home and abroad and industry insiders.

Landing the international market

Statistics from the foreign trade department show that the export volume of down feathers as fillers is declining year by year, while the export volume of down products including down apparel has increased significantly. This shows that Chinese down companies are striving to expand the export of products and reduce the export of raw wool so as to increase the added value of the products.

In this, Bosideng has contributed. Today, Bosideng products have successfully entered the markets of Japan, Canada, Russia, and Switzerland. Last year, it achieved exports of more than 100 million U.S. dollars, an increase of 150% over the previous year.

In 2003, Bosideng established an American branch in New York and hired outstanding designers locally to track the local fashion and consumer psychology. In less than three years, accumulative turnover reached 80 million U.S. dollars and successfully landed on the U.S. market.