April Fang Fei, Jiangnan picturesque. Changshu, Jiangsu, Bosideng Industrial Park neat and beautiful, a new look, Bosideng Group headquarters wearing a huge red Chinese celebration posters, costumes welcome P Plus 宾朋, everywhere filled with a peaceful and happy atmosphere. April 9, Bosideng to create the 40th anniversary of the curtain will be Kai. At the moment, it has been 40 years since Sewing Group, the leader of Baicheng People's Commune Shajing Village (Second Brigade), established in 1976, headed by Gao Dekang. In 1976, 11 farmers such as Gao Dekang set their sewing machines as the base of eight sewing machines and founded the sewing professional group of Baimao People's Commune (Second Brigade) in Changshu County, a commercial legend quietly sprouted. Historian McNeil once compared the history of mankind with "the sea after another." In the eyes of Bosideng brand founder Gao Dekang, Bosideng's growth process also left a mark of ups and downs. It is not only a successful case of the development of the private economy, but also a concrete manifestation of the "Southern Jiangsu Model". It is also a vivid microcosm of the growth and development of the textile and clothing industry and a reflection of every major change in China's economic and social development. Looking back Bosideng 40-year growth course, can be roughly divided into four periods: From 1976 to 1993, is the corollary, hurdle path of entrepreneurship. From 1994 to 2003, Bosideng set up a modern enterprise system, changing from production and operation to brand management. 2004 to 2011, Bosideng from the industry leader, large-scale management to cultivate brand names and international development. Since 2012, Bosideng people have been innovating and transforming through reshaping the brand, equity reform and integration of e-commerce strategies to overcome the clutches and meet the future. Over the past 40 years, Bosideng has taken the same breath with the motherland and witnessed the tremendous achievements in reform and opening up. He has also bravely confronted a series of challenges brought about by economic and social progress, scientific and technological progress and industry changes, reflecting the same-frequency resonance with the spirit of the times and the reform The typicality and representativeness of the interdependency of innovation. Back to history, not only to commemorate, but also find a new engine to open the future voyage. Reform and opening up the wave of children Bosideng headquarters building on the fourth floor of Expo Center wall, densely filled 40 years Bosideng received hundreds of awards and recognition: "China Famous Brand", "China World Famous Brand", "China Industrial Awards "," China's leading brand of textile and garment "," National Quality Award "," National Advanced Enterprise Employment "... ... Bosideng down jacket for many years won the Chinese market champion, the brand value of 20.725 billion yuan topped the national textile and garment industry. Who can think of, 40 years ago, here is still a flight of Egret rice fields. Who can think of, 40 years, high Dekang and other 11 farmers set up the village to do sewing group, starting from eight home sewing machines, to create the world's largest and most technologically advanced down apparel group. "My dream is to change the difficult living conditions of the time, to feed the sewing team employees, so many people follow me to do, I can not let everybody have no food to eat!" Godekang embraces the passion and dream of youth, leading everyone to arduous pioneering, one step Step out of the countryside, into a large Shanghai, to the country. Gaodekang seize the opportunity of reform and opening up, created a brilliant Bosideng era. In the early 90s of last century, the township enterprises in the southern Jiangsu land flourished everywhere. After Deng Xiaoping talked about the South, Gao Dekang, unwilling to "make wedding dress for others," was spirited. In 1992, he started to invest 20 million yuan in building a new production base, introducing production lines and expanding the production scale and production capacity. And in accordance with the provisions of the Madrid Agreement in 68 countries and regions worldwide "Bosideng" international trademark registration, take the first step in building its own brand. From 1993 to 1994, with the reform of the first batch of joint-stock enterprises in Jiangsu Province, the modern enterprise system was established to release the development vitality and become the famous "star enterprise". However, Bosideng, who has just embarked on its own initiative, experienced an unprecedented crisis. In the warm winter of 1994, 230,000 down jackets sold only 80,000. Eventually, Goldrod brought in precious funds for its return through the "quarterly sales" of Beijing's Wangfujing Department Store, and was able to get out of its predicament. After careful reflection and market research, high defensive radical drastic changes in product positioning and business management, and the introduction of fashion elements, then down in velvet flower content from 30% in one fell swoop to 70%, and later increased to 90%, to open China Down jacket "fashion" revolution. At 24:30 on May 24, 1998, China Bosideng climbers successfully climbed Mount Qomolangma, Everest, "Bosideng ranked first in the country and challenged the highest peak in the world". The metal plate has been permanently put on the summit and the achievements of Chinese enterprises Planning of the "top of the", in one fell swoop lay winter suits industry supreme status. To further shape the brand image of "Bosideng", Bosideng sponsored the Chinese mountaineering team successfully climbed Everest in 1998, realizing the perfect combination of "brand first" and "quality first". February 2006 Turin, Italy Winter Olympics, Chinese athletes Han Xiaopeng wearing Bosideng special ski suits won the championship to achieve a zero gold medal in the Chinese snow sports winter zero breakthrough, marking Bosideng in the field of winter clothes for sports into the international High-end brand ranks. On September 11, 2007, Bosideng Down garments won the title of "China World Famous Brand" issued by the State Administration of Quality Supervision, Inspection and Quarantine, which is the first and only "World Famous Brand" in the apparel industry so far. Grasp the great trend, seize the opportunity, taking advantage of the situation, Bosideng people to reform and innovation as a driving force, out of a private-owned enterprises to implement the famous brand strategy of success. Discover Brand New Path to Sea October 11, 2007, wearing a red vest of high dekang bouncing into the trading floor of the Hong Kong Stock Exchange, sounded the successful listing of Bosideng bell let Bosideng stand in the international brand New starting point. Needless to say, in the late nineties of the last century to the beginning of the new century, Bosideng's strategic choice catered to the market and conformed to the trend of demand for apparel. Bosideng design team to down jacket style, color, fabric, version and workmanship to carry out a comprehensive reform. Bosideng's infiltration of innovation in every process, every detail, whether it is "the world's three poles," the severe test, or the introduction of Hualian shares become "state-controlled"; whether it is turbulent "goose and duck dispute" Or for 20 consecutive years on behalf of China's winter clothes for the world to promote the fall and winter fashion trends, have shown Bosideng in the surging turbulent down jacket tide of change, "the leader of the posture." On October 11, 2007, Bosideng International Holdings Limited (HK03998) was successfully listed on the Main Board of the Hong Kong Stock Exchange. From the establishment of Shanghai Bosideng (World) Trade Co., Ltd. to open up export channels, to the first successful national costume brand into the Swiss market; from the identity of the first Chinese private entrepreneurs boarded the podium of Harvard University to share Bosideng brand, to top Oxford University pulpit display Oriental wisdom and business philosophy; from the "run away" London Olympic Games in London, the establishment of the flagship store in London and the European headquarters to continue deepening Japan's Itochu Group's international cooperation and resource sharing, Bosideng "go global" pace has not stop. How to explore a new international development path, reshape the brand image and corporate culture, so that business strategy and national strategy seamless docking, deep integration? This is a long process of turning things around and reborn, but also requires innovative ways of thinking and open-minded international thinking. Bosideng, a man of unprecedented rank and then a soldier, shoulders the task of becoming an international forerunner of Chinese brands. Enlightenment from the world's best companies is an important part of Bosideng's transformation and upgrading. In recent years, Bosideng seized the strategic opportunities of "One Belt and One Road" strategy, continuously deepened cross-border cooperation with international brands, concentrated on learning from its partners' advanced production skills and management experience, enriched the product mix and enhanced their position in the global industrial value chain , Providing a typical case for promoting the transformation of China from a "big manufacturing country" to a "brand powerful country." Since 2016, Bosideng has implemented its capital operation plan by enhancing project cooperation. We will use ITOCHU's new production base in Southeast Asia to reduce production costs. We will also expand the OEM business to jointly seek opportunities for new business acquisitions and foreign alliances and promote the diversification of enterprises. At the same time, drawing on the rich international management experience of Itochu, it is expected to enhance its internal competitiveness and operational efficiency so as to realize the complementary advantages and win-win results for both domestic and overseas markets. Innovation Driven Brand Upgrade In 2016, Bosideng brand new logo came out, a pair of takeoff wings more beautiful atmosphere, meaning innovative vitality and brand upgrade, but also 40 years of consistent quality assurance. As China's economy enters the shift phase of growth, technological innovation, mobile internet and online shopping have also posed realistic challenges to the competitive landscape in the apparel market. Bosideng adhere to the real economy for 40 years of concentration and emboldened, focusing on quality, innovation, brand and "craftsmanship" and nurture the "Made in China" new charm. April 26, 2015, Bosideng introduced the world's top 500 strategic investments to speed up the process of internationalization. Respond to changes in lifestyle and market changes, innovation without delay. Bosideng continuously enhances the level of intelligent manufacturing, selects the water-repellent fabrics and thermal storage lining materials to upgrade and apply raw materials, explores the application of the latest intelligent wearable down jackets, and accelerates the development of "machine substitutions" and " Smart Factory "to upgrade and upgrade the production bases directly under the six major manufacturing bases to comprehensively improve the production efficiency, product quality and intelligent manufacturing level. In terms of brand building and operation, the Company will be" globalized to meet the needs of consumers and internal and external customers " The largest fashion functional brand operators, "a new chapter in the strategy; in management, promote the equity incentive reform and the business model of amoeba, encourage all to join venture innovation practice. Bosideng built a multi-system information exchange and integration of enterprise information portal to create a rapid response to the supply chain system and enterprise integrated information platform to continuously improve management and control capabilities and efficiency, reduce operating costs. The introduction of the world's leading SAP management system, change the extensive way of expanding the store in the past, focus on strengthening retail capacity, adjust the rational distribution of the retail network, and enhance control of the channel. Bosideng from the traditional wholesale business model, and gradually move closer to the retail market and consumer restructuring. To not break the boldness of resolutely shut down inefficient stores, inventory, production capacity, the proportion of self-operated stores rising. The establishment of a market-oriented sales strategy, start the terminal store transformation and upgrading, giving the brand a modern image and fashion connotation. In the meantime, targeting "Internet +" vigorously developed its e-commerce business and explored the integration of online and offline development. In 2016, the Group's combined e-commerce business achieved sales of RMB1.2 billion. "Double 11" online sales hit a record high, the Group's brand-wide sales doubled 4.28 billion. 40 years of warmheartedness, Bosideng in the "glittering thorns Road" on the road ahead, seeking innovation. Today, the Bosideng people with big dreams come together to bring forth vibrant energies and energetic positive energy to fighting the global market. Warm heart and love to take responsibility "Entrepreneurs should always be entrepreneurial, innovative passion and motivation, which is fundamental to ensure corporate growth. At the same time, entrepreneurs have the courage to assume social responsibility." In the heart of high dekang, the core competitiveness of enterprises lies in Culture, mechanism and talent. The values ​​of corporate culture he emphasizes are customer-centered, striving for struggle, innovation in standardization and persistence in arduous struggle. Bosideng's flagship product, is a warm-up winter clothes, Bosideng's cultural core, is a warmhearted social responsibility. Bosideng consciously assume the commercial value of the industry and the ecological harmony of the defenders, and strive to build a good brand, industrial development environment. In the country built six directly under the Industrial Park, to promote regional economic cluster and brand gathering, and promote the harmonious and balanced development of the industrial chain. In good faith, self-discipline and fair and honest drive the healthy development of upstream and downstream industry chain, foster a wealth and create long-lasting win-win strategic partner, indirectly providing more than 300,000 jobs. Bosideng launched equity incentive share development achievements, promote long-term development. The ultimate goal of the enterprise must be responsible for the return of the community. Bosideng uphold the "make people's lives better" business mission, Bosideng actively create a public responsibility, social welfare, ethical behavior Trinity social responsibility system. At the same time, they are responsible for their responsibilities in terms of harmonious consumption, employment promotion, energy conservation and environmental protection, circular economy and social participation. From the accumulated financing of 130 million yuan to build 427 villas in the countryside with 427 villas "Well-off village of the country's top ten" - Hongbo village, high-dekang personally funded 50 million yuan initiated the establishment of the Ministry of civil affairs directly under the management of non-public fund-raising - Dekangbo love Foundation "; from the protection of the mother river to fight the snowstorm, from the Sichuan earthquake to Yushu site, Bosideng always appear in the most needy place. Decades of perseverance, nearly 800 million social contributions, record Bosideng people's love without bound. In 2009, when Bosideng invested in the construction of expressways and two cross-river bridges of "Bosideng Bridge" and "Compbo Bridge" in Luzhou, Sichuan Province, Bosideng decided to modify the design proposal at a cost of 800,000 yuan Building sidewalks, cross-Strait people across the river after the completion of just over 10 minutes. Later, the local people spontaneously issued a letter of thanks at the side of the bridge: "For the sake of ferry crossing, the company spares no means to increase its capital and capital by 80 million yuan without any profit. Sri Lanka is Sidley, Bosideng warmhearted aloud Quartet! Mission-oriented businesses will "feather" different, and continue to succeed. A world famous brand, every Chinese textile and garment enterprises in the beautiful "Chinese dream." To make "world famous" shiny, with the continuous development of "temperature" and "heat", Bosideng not only to be a world-renowned integrated apparel operators, but also determined to make the world's respected corporate citizens. This is Bosideng's wisdom and foresight. 40 years of ups and downs, Bosideng people under the leadership of high-dekang, stick to the heart, arduous pioneering, uphold the corporate mission to provide users with a stylish, healthy and comfortable lifestyle. In the 40 years of turmoil, Bosideng, led by Gao Dekang, never met, challenged himself and performed his corporate social responsibility with innovative thinking, creating a classic case of change for China's garment and textile industry. A vast sea of ​​tide, a thousand sail competition. 40 years, just a new starting point. As Gao Dekang said, "Markets such as battlefields and no championships of their own are forever successful. Today, excellence does not mean success today. Success does not mean that tomorrow will exist tomorrow. Only permanent change and innovation will be the only road to the future."
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