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High Dickson is a very "mainstream" and some "alternative" entrepreneurs. As an entrepreneur who has served for two consecutive terms as NPC deputy, he has numerous social titles and still holds the post of secretary of the Party Branch of Hongbo Village in his hometown. Although more than a billion of his family members rank among the Forbes billionaires, Gao Dekang never denied being the peasant's son , But also often performed in front of people doing their tailor when the unique skills. Gao Dekang has a clear identity of self-worth, do not like superficial fancy modification, know what you want, what to do. Gao Dekang this pragmatic low-key character, but also reflected in Bosideng aggressive but seldom aggressive business culture, so that the 1976 founded in Changshu City, Jiangsu Province, Baijiao Town, Jing Village, a small sewing group, for the moment Robust leader in the apparel industry. As a result of labor-intensive textile industry, low barriers to entry has been a constant melee, frequent vicious competition. Moreover, Bosideng's main industry winter clothes also belong to the apparel industry most need "rely on the weather to eat," the industry, many constraints. The highly competitive nature of the industry, the limitations of market space, and the many temptations of the great development of the times have given Goldrodt reason to chase dazzling opportunities, like many contemporary entrepreneurs, to diversify aggressively or to expand overseas M & A. However, Goldfield has always been awake, doing what he considered "worthwhile." He has always abide by the apparel industry, cautious brand expansion and category extension. As a result, Boston did not, like many short-lived businesses, burst into the bubble early in its accelerated growth and soon became sluggish or lost its future. Leader restraint, so Bosideng maintain the status of industry leader for decades, but also adhere to the industry leader. Only focus on when we first started to do the brand, the starting point is relatively high, a lot of energy into the branding of Bosideng, through good advertising ideas, enhance the brand's content. The year 1994 was the first year we made the brand. The effect was not yet fully apparent. By the second year, we have become the national champion of sales. Until now, it has been the number one in the industry. Many people have asked me how the industry's first place to maintain? To put it simply, we are never-ending pursuit of innovation, always feel that they are burdened with the burden, as if always do not do the same job. I never felt proud of any place, there has always been a sense of responsibility, a sense of risk. Especially in recent years, we are getting more and more attention from the community. We feel even more heavy shoulders. We have to concentrate on doing their own products, will not arbitrarily invest in other, I see the will not change. "Eating in the bowl, watching the pot", so certainly not. If you do not focus on, consumers rely on what you trust? We just want to focus on communication with consumers, providing consumers with a variety of innovative styles, so that they like our products. In his own line did not do well, the more impossible to do other things. More than 30 years ago, I will pay more attention to the style of clothes. At that time the clothes are not waist. And I do the clothes, will pay attention to the waist longer, the waist when closed, the big place, the little girl is particularly fond of, and I use less fabric than others. At that time, no one cares about design. They may think that imitation improvement is an innovation, so it is very common to copy and copy. When we established the brand very early, we set the goal of creating a "world famous brand." Therefore, we focused on innovation and registered trademarks in other countries as early as possible. This gives our brand an opportunity to enter the overseas market. This is like studying abroad, in order to broaden their horizons, we have long been Bosideng brand to study abroad, so that other countries agents to give us a brand. Overseas agents are demanding, we need to be internationalized in design, in line with the overseas sales positioning and consumer preferences. These enhance the brand is also great benefits, we will be able to guide the trend back in the Chinese market. Therefore, Bosideng from 13 years ago began to learn the experience of the international fashion industry, release fashion trends, and guide the development of the entire industry. For more than a decade, we have been able to persevere in these attempts and efforts. Because I am very optimistic about this industry cold clothes, I also believe that as long as innovation, it is impossible to be forgotten by the market. The acquisition of talent, rather than the acquisition of the brand Only when the brand is firmly established, we began to expand. The initial strategy is a product more than one brand, in the down jacket industry, in addition to our high-end main brand Bosideng, but also gradually developed a snow fly, Bingjie, Compro and other brands, these brands are based on different market needs and the crowd introduced. Such a number of brands to do together, both to maintain the status of the main brand Bosideng, there are many brands to compete with competitors. Later, with each brand's positioning gradually clear, we have begun a strategic expansion of more than one brand. Such as Bosideng brand, a variety of products, such as our Bosideng men have entered a well-known British chain stores, sold well in the UK, they also signed an exclusive agency agreement with us. In this way, we extend from one brand to multiple brands, one by one from the market segmentation and category expansion, such as the young market, the middle-aged and elderly markets, plus four plates of men's, women's, down jackets and casual wear. As long as we seriously improve the quality of our products, I believe that brands like Patisserie that build patiently will win the market. So, when Bosideng went public in 2007, a lot of people suggested that I go buy some international brands, but I did not do that. At the time, the financial crisis was at hand. Although the market was still very lively at that time, I saw the stock market index in Hong Kong slipped all the way. I think the economy is in decline. At that time if cross-border acquisitions, the risk is high. If the acquisition I will certainly acquire high-end brands, because high-end brands can enhance Bosideng overall brand image, but the economic downturn to buy high-end brands will reduce the number of uneconomical. Some people may say that when the economy is in decline, the purchase price is cheap, but I do not think it is worthwhile even if it is cheap. Because the acquisition of the brand, often the boss take money, the following team did not benefit, in fact, if the management team does not support, the acquisition of the brand is very difficult to get around. Might as well let the international agents have exclusive rights to the brand or belongs to me in the Chinese market or by my domination, I think this model is better. I do not agree with the global acquisition, because for the apparel industry, culture is very different from country to country, and the practices in each place are very different. The acquired brands are more difficult to operate. The acquisition of high-end brands also do not match our ability to guarantee that after the acquisition, our existing team and the acquired team will work together on the same platform. If management does not reach maturity, the acquisition of the brand is too high, while the effectiveness of the management team can not keep up, that is not enough. Therefore, I prefer to use money to "buy" talent. Although it may seem like an economic crisis, there are quite a few opportunities and opportunities in this crisis. For us, it is a great opportunity for development. At this point we are able to bring together talented people at Bosideng's platform to allow their past experiences to be fermented on the platform of Bosideng, to speed up their personal ability to better their talents and to promote ourselves Brand development. With their own training personnel, I feel more practical. Facts have proved that my idea is still right. No wanton acquisition of overseas brands, so now we have sufficient cash flow on the book, like wearing a thick winter clothes. The Responsibility of Industry Leaders Bosideng's growth over these years is not about how many competitors we beat, but competitors themselves. We are in such a fierce competition in the market, constantly improve themselves. Every year we have to introduce new things, such as style design, fabric innovation and so on. I have been in this business for over 30 years and I always think that concentration does not conflict with growth and there is no need to rush for growth. In this business, I've seen too many price wars disappearing while playing and playing, so I am very much against price wars. The healthy development of the entire industry, we all have to eat, if the price pressure we can not eat rice, this time the quality of the product certainly can not be satisfied with the consumer. Because the price is too cheap, the quality is bound to be discounted. The same piece of clothing, I do not believe cheaper than us, quality is better than us, it is impossible. In doing so, it is actually deceiving consumers and using the cheaper prices to blind their eyes. Our price is neither expensive nor cheap, it is a reasonable price, it should be a penny. I think everyone should work hard on innovation and R & D, do not think about the price all day, regardless of all chaos. Light product is useless. I generally focus on those products that are priced higher than ours, where the high prices come from, where the advantages of the product are, on the technical, typographic, or stylistic terms. This contains a lot of mysteries. There are some brands, they focus on improving the image of the terminal, service in place, so that consumers have a good consumer experience, these are the direction we can work more than the price war all day long want to make sense. We are not not price war, to Bosideng's strength and the influence of upstream and downstream, we can set up a new brand, designed to play a price war, such a smaller brand is basically no living space, but I do not want to disturb the entire industry in this way. We have never played a price war, if we need to cut prices, we will choose some of Bosideng's more affordable public brands to discount, but will not fight to cut prices, the opponent forced to go up, so no good for everyone. About 1997, 1998, Bosideng has a competitive brand, when the brand owner died, the brand in the country has four agents, respectively, in Beijing, Harbin, Jiangsu, Shandong, several agents to prepare the joint Get up to buy this brand. However, I consider that if the agents in several different places co-operate with the brand, they will surely be in a different position in the future. Each individual's interests will be different. At that time, there will definitely be a case of price competition for the market. For the entire industry This is very unfavorable. So, I'll pay to buy this brand down. Other products in the Chinese apparel industry, rarely recognized market first, the real star brand. For example, suits, shirts industry are a melee, this state is not good for everyone. Now the suits market was also eaten by casual clothes, and only down jacket can maintain a certain market order. If there is no star brand in an industry, the industry can not grow up. With the star brand, with the market leader under the leadership of all healthy development together, this is a prosperous good thing.