Bosideng demonstrates Chinese brand confidence in high quality development

At the beginning of the new year in 2018, in the New York Times Square, which is known as the "road junction", Bosideng from China released a group of warm and enthusiastic "Chinese style" New Year posters, which sent New Year greetings to the world. Local citizens and tourists like this have a more intuitive understanding of the Chinese brand's splendid style. Many Chinese people also applaud this national down brand that has been sold overseas: "Great, my Chinese brand!"

"China's brand confidence in the development of quality " alt="Brand|Great, my Chinese brand! Bosideng demonstrates Chinese brand confidence in high quality development" width="500" height="158" src="http://i0.pstatp.com/large/6f9c000de315d30d51f6">

Bosideng demonstrates its determination and confidence in building a national down brand and striving to create a professional down jacket for global consumers. The bottom line is derived from the excellent market performance and business performance of brands and companies over the past year. After 40 years of thorns and glory, Bosideng has strengthened brand confidence, focused on value growth and high-quality development, upgraded with innovative and empowered brands, promoted new retail transformation, and achieved stable business performance.

Gao Dekang , founder of Bosideng brand and chairman of Bosideng Group , said that Bosideng's growth and development cannot be separated from the party's policy, and it is inseparable from the great environment for national development. It is inseparable from the great historical opportunities brought about by the 40 years of reform and opening up. "The new era is the era of the strugglers" and "the struggle itself is a kind of happiness". The important speech of General Secretary Xi Jinping has ignited the passion of hundreds of millions of people to forge a new era. Bosideng will not forget the original heart, remember the mission, and strive for the struggle. Spiritual style, with the high-spirited attitude of the strugglers, embarked on the road of change of "hard work and entrepreneurship", and marched towards the new journey of "hundred years of brand, 100 billion dreams"!

Power smart manufacturing , promote the integration of two

Bosideng conform to the trend of labor transfer, to promote the "machine Substitution" and "intelligent manufacturing", large-scale use automatic template machines, Automatic Filling Machine, hanging lines and other intelligent production equipment, improve production processes, promote standardized application, effective Reduce labor costs by more than 15%, increase production efficiency by more than 30%, and improve product quality steadily.

Bosideng builds the "Bosideng Intelligent Distribution Center", integrates the industry's top technology, introduces intelligent robot storage, palletizer sorting, conveying equipment, etc., and independently develops a highly intelligent supply chain management system to promote high-informatization of the entire process. Automated, unmanned, multi-category, multi-brand, multi-business model, with online and offline full-channel service capabilities, has become a classic case of logistics technology innovation in the footwear industry. Cooperate with “Alibaba Cloud” to build a “retail cloud platform”, which integrates the data scattered throughout the country, as well as the online and offline data, and is in the forefront of the country in the process of promoting the integration of the two. In August last year, Bosideng won the “National Two-in-One Integration and Standardization Demonstration Enterprise” of the Ministry of Industry and Information Technology, which became the benchmark for the integration of the two.

Focus on the "artisan spirit" to stimulate brand vitality

In addition to working with Disney again to break through innovation and fun, Bosideng is also actively exploring smart wear down jackets, technical down jackets with massage heating, new antibacterial velvet technology, and functional clothing for field work such as Antarctic expeditions and sea and land exploration. The professional lock velvet technology is used to resist all kinds of velvet troubles, making consumers' travel easier. In the winter of 2017, in order to meet the cold demand of people in extreme cold scenes, Bosideng integrates seven technological innovations , using windproof waterproof fabrics and 90 The quality of antibacterial goose down, the ingenuity of "quality" out of the "extreme cold series", can withstand the extreme cold climate of minus 30 degrees, captured the "heart" of countless young consumers, led to the consumption upgrade and brand evolution of the Chinese defense winter clothing market.

Bosideng Italian, Korean designer will force the international forefront of fashion trends and injection product design to promote regional textile and apparel industry to manufacture high-end fashion and creative transformation. During the Jiangnan International Fashion Week 2017, Bosideng performed a stunning and original design “real version” fashion show in the “landmark” Fangta Park in the ancient city of Changshu.

Transform retail model and lead consumption upgrade

In 2017, Bosideng adhered to the brand name of “warm, tasteful and caring” and upgraded each module. In terms of channels, we optimized offline physical stores, closed inefficient stores, added quality outlets, and significantly improved single-store efficiency. At the same time, adjust the proportion of direct sales and joining, and realize the transition from traditional wholesale to retail. In terms of commodities, the market and consumer-oriented changes in commodity policies have improved the ability to operate commodities. The membership service system has gradually formed and currently has nearly 10 million loyal members. In response to changes in the market environment, the company launched a new brand positioning strategy at the beginning of the new year: the world's hot-selling down jacket experts. And from the brand, goods, channels, image, retail and other sectors to implement the resource allocation, committed to becoming the preferred down jacket brand of 7.5 billion people around the world.

Bosideng actively docked the “One Belt and One Road ” initiative and the “ Made in China 2025” action plan to explore a new international development model of collaborative innovation and win-win cooperation. The independent brand products are exported to 72 countries around the world, and the brand international influence and market competitive advantage are significant. Enhanced. Bosideng also used the "Tmall to go out to sea" to open up overseas markets, realizing the "explosive down jacket sold all year round", ushered in a new breakthrough in the new retail revolution. In 2017, “Double Eleven” single day, Bosideng achieved great success with creative marketing such as “Tide Level Warm”. The total transaction volume (GMV) exceeded 568 million yuan, up 32.7% year-on-year. All are among the best.

From the beginning of the hand to the peak, from the domestic to the overseas market, forty years of hard work and hard work, the national brand "Bosideng" has a deeper understanding of itself and society. In the process of “ going out ” to build an international brand, Chinese enterprises must use the international standard “quality” to build Chinese brands, do global responsibility companies and “temperature” brands, and provide high quality and independence for global consumers. Personalized products.

Gao Dekang said that the tide of reform and opening up in the new era is constantly surging. As a national down leader, Bosideng, in addition to focusing on creating down products, has made the "warm world" a responsibility, and is committed to becoming a global hot down jacket expert, providing users with A stylish and comfortable lifestyle that caters to people's longing for a better life.

"We will strengthen our ideals and convictions, keep up with the pace of supply-side reform and high-quality development in the new era, use brand upgrades to empower and grow, and drive sustainable development through reform and innovation, and become the champions, entrepreneurs and leaders of the new era brand powers. , for the early realization of '100-year brand, 100 billion dreams' unremitting struggle!"