Bosideng Brand Growth As A Microcosm Of The Garment Industry

In order to promote the implementation of the brand development strategy of China's textile and garment industry, the 2014 annual conference of China Textile and garment brands, sponsored by the Ministry of industry and information technology and the China Textile Industry Federation, was held in Haining, Zhejiang Province in December 15th. Gao Dekang, chairman of the board of directors of Bosideng Holdings Limited, delivered a speech at the conference on behalf of the top brass corporate representatives of clothing brand value. The following is the full text of Gao Dekang's speech.

Gao Dekang: distinguished leaders, guests and friends, good morning! First, on behalf of Bosideng, I would like to thank you for your help and support over the years. I am very honored to have the opportunity to share with you our opinions on brand building. After 30 years of development, textile and apparel has become an important pillar industry in the national economy, and has cultivated a large number of excellent textile and clothing brands. The growth process of Bosideng brand is the epitome of China's textile and garment industry's continuous development.

First, the brand is the special productive force of the enterprise development. Comrade Xiaoping said that the speech that development is the absolute principle encouraged me to develop Bosideng to transform to the independent brand, I led the enterprise to pay close attention to the design, the quality and the market, under the leadership of the brand strength, defeated the market crisis. In 1994, due to the existence of brand power, the first sales volume was first in the market in 1995. In the late 90 era, China joined WTO. It has created scale advantages, quality benefits and brand economy. The company has established the Hongkong main board listing, which is a new starting point for brand development. Now Bosideng has become the world's largest brand operator and the only brand that has world brands and Chinese textile and clothing leading brands. It has been leading the country for 19 consecutive years. Just a few days ago, by the State Quality Supervision and evaluation, Bosideng brand value reached 197.4 billion, ranking first in textile and clothing.

Over the past 20 years, we have persisted in its famous brand and stepped out of the successful strategy of implementing the famous brand strategy in private enterprises. Brand has infinite charm. Every entrepreneur with strategic vision will pay attention to brand building. For an enterprise, brand is not only a share of the market, but also a deep development. The enterprise revolves around the market, the market revolves around the customers, and the customers round the brand. When the market enters the stage of brand consumption from commodity consumption, it is the consensus of all enterprises to enhance brand value and influence. To enhance brand value,

In my opinion, quality is fundamental and innovation is the key. For enterprises, it is a 1/10000 defective product, which is one hundred percent inferior for consumers. Any brand must first ensure the quality of products, ensure product safety, satisfy the needs of consumers, and safeguard the interests of consumers. Bosideng put forward the idea of quality management everywhere. Our goal is not only to have no quality problems, but also to provide more products. determined value To increase the charm of products, exceed customers' expectations, and create greater surprises for customers.

　　 innovate It is the life gene of the brand. Any famous brand in the world, the development process of the brand itself is a component of continuous innovation. From 90s to the present, Bosideng has been innovating many times to lead the clothing revolution. It is the bloated down garment that has become a thin and bright down garment and brings beauty. We broke down the routine of winter wear for Down garments.

In this year's new product design, we have introduced silk fabrics, thermal fabrics, natural and environmentally-friendly fabrics.

Third, brand is clothing Help to the world. In today's era of brand competition, brand is the symbol of a country's strength and competitiveness. In the past 30 years, China's textile and apparel industry is still in the stage of making big brands and weak brands. The attention and respect of Chinese clothing brands in the world is the Chinese dream of our generation of costumes, which has always been the dream of Bosteng. As early as the brand was founded, we laid the foundation for implementing the strategy of brand internationalization in 68 countries around the world. One day before the London Olympic Games, the flagship store of Europe headquarters was opened in London. In May this year, Bosideng signed a contract to participate in the 2015 Italy Milan World Expo, promoting the integration of eastern and Western cultural concepts. We plan to open flagship stores in Milan in the future. In the future, Bosideng will focus its efforts in Germany and Italy, in stabilizing the European market and opening up markets such as Japan.

Leaders and guests. In the face of major challenges such as rising labor costs and rising international brands and the impact of new consumption patterns on the Internet, China's textile and garment industry has been bidding farewell to the original extensive low-end processing and manufacturing, constantly accelerating structural adjustment and upgrading brand building. The capability of R & D, operation and management, in today's global competition, we have gradually matured, and the industry chain is moving towards the high end.

The brand conveys information. In 12th Five-Year, the plan explicitly put forward the large-scale enterprises that speed up the development and have the international competitiveness of famous brands. Xi Jinping, general secretary, put forward the important instructions to make China change to create China and transform Chinese products to Chinese brands. All practitioners in the textile and garment industry must work together to create brands, protect brands and develop brands. I believe that through the unremitting efforts of textile and apparel people, there will be more textile and clothing brands to achieve. Let's work together to realize the Chinese dream of textile people. Thank you!