Three Years of Remaking New Bosideng - Interview with Gao Dekang, the Helmman of Boston

After the baptism of the global financial crisis, the Chinese textile and garment industry began to enter the period of integration, adjustment, and improvement. The market demand and industry structure have undergone subtle changes. A group of excellent Chinese clothing brands have boldly attempted grouping, diversification, and internationalization. New brands have emerged. The Chinese garment industry is increasingly showing cross-category, regional, and industrial boundaries.

Bosideng’s helm, chairman of Bosideng International Holdings Co., Ltd. Gao Dekang, said in an interview recently that the premise of the multi-brand development strategy is accurate positioning. This year, Bosideng took each brand into independent management and used three years to create a brand new Bosideng. Down world.

Mining brand intrinsic value

In recent years, Bosideng has been adhering to the core values ​​of "pursuit of excellence, never satisfied", insisting on customer value orientation, "ethnic, fashionable, and future" as the emotional appeal, fully implementing the excellent performance management model and achieving simple From product quality management to major changes in products, services, processes, resources, strategies, corporate culture, and related party management, excellent results have been achieved in business operations, quality management, market expansion, and brand services.

“Bosideng’s transformation and upgrading is not mimicry but also mimicking the details. It is to seek a combination of products and brands, companies and industries, and grow into a viable, responsible brand,” said Gao Dekang. To this end, Bosideng strengthens technological transformation and equipment renewal, upgrades production processes and quality assurance levels, and builds international manufacturing quality.

The company actively controls and dominates industrial technology standards. It has successively undertaken key research projects supported by the 100-person plan of the Chinese Academy of Sciences, the National Science and Technology Key Project of the Tenth Five-Year Plan and the National 863 Program, and participated in the drafting of five national and two industry standards. In the revision work, 218 technical standards for various types of enterprises were directly formulated, and there were 45 national patents. In December 2010, Bosideng National Postdoctoral Research Workstation was established in Suzhou to research and develop special winter clothes that meet the needs of military needs, emergency rescue and disaster relief, sports competitions and other special occasions, and strives to achieve full-scale localization of high-end cold-proof products. In November 2011, the ISO/TC 133 secretariat of the International Organization for Standardization/Apparel Dimensions and Codes was established in Bosideng. This is a historic breakthrough in the international standardization work of Chinese clothing, which plays an important role in enhancing the international competitiveness of China's apparel products and enhancing the international discourse rights.

Provide high quality service

In addition, Bosideng adheres to the service tenet of “the greatest possible satisfaction of the needs of consumers” and actively safeguards the interests of consumers. The company's after-sales service department sets up service tracking, maintenance, adjustment, exchange, and other quality tracking services. Every letter, letter, and call from consumers are registered and processed in a timely manner. The processing rate reaches 100%; Bosideng Industrial Tourism regularly holds symposiums. , “3·15 Consumer Rights Day” and other channels collect, summarize, analyze and summarize consumer opinions, and serve as a basis for new product development and improvement, continuously eliminating the flaws of brand names, and extending product quality and service quality to the front line of the market. Relying on the marketing network covering the whole country, we have established a product sales and service system consisting of companies, sales subsidiaries, and sales terminals to provide consumers with high-quality services.

Bosideng's intention to create a harmonious consumer corporate citizenship has been widely acclaimed by domestic consumers. Bosideng down jackets have been honored as "3·15 logo commodities" by the China Consumers Association. The company has been awarded the quality service double insurance commitment unit, the national famous and excellent product after-sales service advanced Units, advanced units of customer satisfaction projects, and advanced units of national private enterprise after-sales services, etc.

Gao Dekang stated: "Bosideng will be committed to building a “four-in-one” brand with a good brand ecology based on quality, innovation as the soul, rapid reaction as vitality, and social responsibility as the realization process, leading Chinese clothing Brand goes to the world."