Bosideng down jacket Practitioner of brand value: Gao Xiaodong

Different kind of entrepreneurial style

In 2003, Gao Xiaodong graduated from the management major of the US Century University. Compared with many clothing entrepreneurs, Gao Xiaodong looks a bit special. He is an overseas returnee, which is one of the few in the field of traditional clothing manufacturing. Perhaps this is precisely the root cause of his once breaking the tradition in career development. In the 1990s, Gao Xiaodong was admitted to the Foreign Trade English Program at Southeast University, but he chose to leave after two years. After he stepped out of the country, he later transferred to the University of Economics in Budapest and a State University in England to study English. In 2000, he entered the Century University of America. Business Administration received a master's degree three years later. Behind these degrees, he also had a "famous" father, which made him the starting point of his career and stood on the shoulders of giants from the very beginning.

In 2004, Gao Xiaodong officially entered Bosideng, but he did not follow his father's ideas. Under the guidance of the company's top management, he gradually became familiar with the business and grew up under his father's blessing. The father once said, “If you make a new career yourself, it will be very difficult to succeed, and if it fails, it will have a big blow to future confidence. If you can follow my thinking and develop within the company, it must be smooth sailing. However, Gao Xiaodong chose this new business. This decision to enter the community is the result of confrontation with the father and is also the true starting point for Gao Xiaodong’s career.

In 2008, Bosideng menswear teamed up with GREENWOODS Group to open 4 Bosideng menswear stores in the UK. The store sells Bosideng brand men's clothing 100%. Within four years, there will be 100 stores in the United Kingdom, the European fashion state. Bosideng men's clothing has developed rapidly in recent years, and its annual sales volume has exceeded 1 billion yuan. Gao Xiaodong, chairman of the company, said at this time, "This will increase the popularity of Bosideng men's clothing in Europe, and within three years, it will be discussed in the UK. In the men's wear market, Bosideng men's wear is known. After 5 years, there are Bosideng men's wear in the entire European market."

Three years later, his words were verified. "In 2011, Bosideng spent about 300 million yuan to purchase and redevelop a property on Oxford Street in the shopping mall area of ​​London. After reconstruction, it will be the first European flagship store for down jackets and menswear. It is expected to open in July next year and the remaining floors will serve as the Group's European headquarters. It is also Bosideng as a bridgehead to land on the European continent.” This is a hot topic in the recent media. This is an opportunity not to be missed before the London Olympics. The keen touch of Gao Xiaodong made Bosideng famous in the UK.

In 2004, Gao Xiaodong’s new career was a Bosideng man. After examining the domestic and foreign markets together with partners, Gao Xiaodong finally focused on the menswear market. In the early 20th century, it was full of opportunities. The establishment of Bosideng Menswear has created a new menswear brand. The routine of Bosideng down jackets has been broken and Bosideng has embarked on a new journey. However, unlike everyone's inertial thinking, Gao Xiaodong’s start-up capital does not come from Bosideng. What is obtained from his father is also the highest value of Gao Xiaodong’s wealth. It is precisely the influence of the famous brand “Bosideng”. Have to admire, Gao Xiaodong's wisdom and vision. He said, "Branding is more important than capital." If there is a good brand, it is relatively easy to attract investment and finance. Each year, Gao Xiaodong’s men’s wear brand also pays Bosideng brand usage fees, but he sees these as hard-won opportunities. He said, "The average person has a hard time getting branding opportunities."

In terms of business philosophy, Gao Xiaodong’s thinking has already surpassed that of other general clothing companies. He first seized the source, cooperated with internationally renowned design companies, and set up design studios in Shanghai and Guangzhou to incorporate the most cutting-edge international design concepts. , styles and methods applied to Bosideng men's products to increase the popular elements and colors of Bosideng men's clothing, enhance Bosideng men's products and improve product competitiveness.

Beyond the creation of brilliant

As Gao Dekang's son, he had every reason to have the opportunity to sit on the boss of Bosideng Co., Ltd. to help his father manage the company, but he clearly realized that under his father's hard-educated Bosideng tree, he could enjoy his own performance and ability. No one will ever see it. How high your own level, how capable, in the future can not control a larger company, you need to try and practice. Only like fathers, starting their own businesses will understand the difficulties and risks of entrepreneurship before they can fully control the enterprise.

At the beginning of Bosideng Men's Wear, the office was only a room rented from the hotel. In the second year, the men's brand led by Gao Xiaodong had begun to take shape and had its own factory and office space. Along the way, Gao Xiaodong said: “We are still very successful. The biggest role is also due to the brand's influence.”

Gao Xiaodong positioned sales of "Bosideng" men's clothing as a store. Uniform sales price, unify the design of the store's image, and even unify the waiter's dress. Of the hundreds of agents who submitted the application for joining, Gao Xiaodong personally checked and asked the store to have a business site with an independent facade on the main downtown commercial street, with an area of ​​at least 100 square meters; the partner must be a national apparel distributor. professional. After careful screening, he first selected 20 "Bosideng" men's provincial agents.

He not only innovates business ideas, but also applies the more advanced clothing company operating models learned abroad to his own company, doing branding, designing, channeling, and grasping the supply chain. Although the requirements are higher and the risks are greater, However, he believes that such an independent road for men's brand innovation is a leap forward on the basis of his parents and he will be able to realize his dream.

While launching the “Bosideng” business casual series, Gao Xiaodong also often traveled to Italy, France, Japan and South Korea to cooperate with foreign design companies to exchange information and send designers to conduct field trips.

Now, Bosideng Apparel Co., Ltd., in addition to leisure suits, jackets, shirts, T-shirts, sweaters, casual sweaters, also involves accessories such as ties, bags and other products. With his efforts, Bosideng men's clothing finally went abroad. In 2004, Bosideng men's wear was favored by British merchants at the Beijing International Apparel and Accessories Expo. Guests wanted to paste their brand, but Gao Xiaodong insisted on his own brand. After negotiations, the other party was willing to cooperate with Bosideng to use Bosideng men's clothing. When the brand entered the British market, the first order was set at 20,000. Subsequently, Gao Xiaodong led the "Bosideng Men's Wear" to Europe and the United States, and won the admission ticket for the Chinese men's business casual men's competition in the international market. In the domestic market, just over a year later, Bosideng men's wear was among the top 10 men's casual wear in China. In September 2007, Bosideng T-shirts became "China Top Brand" products.

In the view of Gao Xiaodong, in the new era when the market economy is developing in depth, consumers have valued the main body of commodities from the past and shifted to both the main body of goods and the brand effect. To make the brand effect continue to continue and extend, we must focus on the inherent quality of products, which requires a comprehensive guarantee of technology, ideas, and systems. Therefore, he implements a forward-looking talent strategy. Gao Xiaodong already knows this truth from his parents. A person with broad minds can have true courage and self-confidence. He is modest, low-key, and good-natured, but without losing the principle, it is difficult to see from him the shadow of life in a billionaire family. He is not even willing to face the media too much. He always says that “business is just starting, Did not make any achievements."
After three years, Bosideng men's clothing in 2006 had more than two billion assets. In accordance with this rapid and orderly development trend, Bosideng men'swear in 2008 made another piece of the Bosideng brand. In 2007, Bosideng International Holdings Co., Ltd., which is led by Gao Dekang and focused on brand management, has been listed. Gao Xiaodong also saw this opportunity. In 2008, Bosideng men’s with 600 million assets became part of Bosideng. In order to make the menswear market even bigger, Gao Xiaodong and his partners will transfer the Bosideng menswear business to his father. At the same time, Gao Xiaodong also left Bosideng men's clothing and started another brand-new business and entered the production-oriented one. Bosideng Co., Ltd., a new and higher platform for him.

In Gao Xiaodong's eyes, his father was too busy. Gao Dekang, who was nearly sixty years old, was still running around, even better than his energy. Gao Xiaodong's father, Gao Dekang, a famous private entrepreneur in China, was named CCTV China Economy Person of the Year in 2006. The "Bosideng" brand he founded is known in China. In Gao Xiaodong’s childhood memories, his father was busy all day, working hard for the workshop-style factory day and night, riding a bicycle, and later changing to a motorcycle. He moved to Suzhou and Shanghai Rabbi far away from home, and then Put the finished clothes on the market to sell. Gao Xiaodong witnessed the wind coming and going in his father’s wind, and he relentlessly made the industry bigger and bigger.

For Gao Xiaodong, the father's team has been very good, and he repeatedly said he could not talk about "succession." “The greatest thing about his father is his sensitivity to the brand. He has a natural control and always cares for and nurtures his own brand. The reason why he stands out among the crowd of entrepreneurs is the platform that this premium brand provides. ."

Gao Xiaodong inherited his father's sensitivity to brand value. He exerted the weight of the brand incisively and vividly. However, unlike their fathers, Gao Xiaodong pays more attention to the cooperation with enterprises. Only by integrating resources and strengthening cooperation can the company be made stronger and bigger. "The fathers of the era were mostly single-handedly fighting each other and competing with each other. Now, only by integrating resources and cooperating with each other can we develop better."

Bosideng Co., Ltd. has become the largest and most technologically advanced down apparel company in Asia with scientific research, design, manufacture and sales. Now it has Changshu Bosideng, Jiangsu Xuezhongfei, Shandong Kangbo, Sihong Bosideng, Yangzhou Bosideng and Xuzhou Bosideng. Six production bases, more than 20,000 employees. In 2011, Bosideng won the "China Industry Award", the highest award in the Chinese industrial sector, approved by the State Council. It has become the only company in the domestic consumer goods sector that has won this honor. This is a two-generation enterprise, and may have different focuses. However, Bosideng's today blends wisdom and sweat from two generations and will continue to move forward.