Down jacket made him meet his own love and made his career. He started his business in 3 1 year, from a small tailor to a rich man today.
In this issue, Ziya Tongqu Merchants will introduce you to the story of Gao Dekang, the founder of Bosideng.
(a) Holding small workshops.
From 65438 to 0952, Gao Dekang was born in Changshu, Jiangsu. Coming from a poor family, he is determined to become rich in business and change his life. Three generations in the family are dealing with clothes, and Gao Dekang has naturally embarked on this road.
1975, he came to study in Shikumen, Shanghai. By chance, he saw a newspaper report that the China mountaineering team climbed Mount Everest from the north and learned about the down jacket.
1976, after finishing his studies, he returned to his hometown and organized a dozen farmers to form a sewing group with him, which he was responsible for and started his own business.
His initial assets were very few, only eight sewing machines and a permanent bicycle, from which Bosideng started.
At that time, the sewing team accepted an order from a clothing factory in Shanghai, but Gao Dekang was empty-handed and didn't have enough money to hoard and reserve raw materials. He goes to the factory to get materials every day, and then sends them back to others when he is finished.
It was very difficult to walk more than 200 miles from Changshu to Shanghai when the traffic was inconvenient at that time. In order to save the fare, Gao Dekang rode that bike all day.
In order to catch up with the time, I went out before dawn. Whether it is windy or rainy, it is still hot or cold. Riding back and forth for more than 400 miles often takes more than ten hours. Coupled with the clothes and materials in the car 100 kilograms, tire puncture and wheel deformation on the road have become commonplace.
Although it was very hard, Gao Dekang gritted his teeth and stuck to it while watching the partners make money slowly.
Gao Dekang is not only diligent in management, but also has a keen business mind and is good at discovering and seizing business opportunities. 1980 formally established Shanjingcun Garment Factory, which changed from sewing group to factory, producing various flower buttons, Chinese and western gowns and Chinese cotton-padded jackets for a factory in Shanghai.
After several years of running around, Gao Dekang has a little savings. 1983, he finally changed his bicycle into a motorcycle, and his business expanded from sewing group to factory, and his work became harder and harder.
Also in this year, a girl of 16 years old came to the factory. The little girl later fell in love with Gao Dekang and became good friends.
Bicycles became motorcycles, and Gao Dekang worked harder when he saw that his career was getting better and better. This road to Shanghai has changed from once a day to twice a day, and six motorcycles have been scrapped in four years. His ten years of hard work finally paid off.
(2) Start making down jackets.
1984, his small factory finally stopped receiving materials to process clothes for others, but became a Shanghai Feida factory with OEM production.
It was this year that he began to process down jackets, and he keenly smelled the great potential of this industry market.
At that time, big cities such as Beishangguang continued to develop and people's living standards improved, and they began to pursue expensive leather jackets. Because the production of down jackets is too difficult and seasonal, many garment factories are reluctant to do it.
On the other hand, Gao Dekang believes that in rural areas with a large population, people are still willing to accept down jackets that are cheap and warm. He thinks down jacket is the most real thing.
So, he gave up chasing the market trend and decided to continue making down jackets. Sometimes the headwind is not necessarily wrong, and sticking to yourself may bring unexpected gains.
Gao Dekang constantly studied the material selection, processing, production and production technology of down jackets, and mastered a set of mature technologies and methods of his own.
Because of the excellent technology, Shanghai Tiangong Garment Factory found us, and Gao Dekang began to process Xiushideng brand down jackets for Tiangong Garment Factory at an annual brand use fee of 6.5438+0.5 million yuan.
(C) Bosideng, synonymous with down jacket
1992, Gao Dekang is determined to make its own brand and carve out its own world in the down jacket industry. He founded Jiangsu Kangbo Group Co., Ltd., and later officially registered Bosideng, a world-famous brand. Since then, he has devoted himself to the research and development and production of down jackets.
In the 1990s, the clothing industry was in short supply. Besides focusing on products, Gao Dekang has also done a lot of brand promotion, which has laid a solid foundation for Bosideng's further development in the future.
A few years later, Bosideng went abroad and ventured into the Russian market, which changed the Russian prejudice that China down jacket was a down jacket. With the dual market reputation at home and abroad, Bosideng has become a star enterprise in the domestic clothing industry.
However, business is often not smooth sailing. 1994, Bosideng experienced the problem of inventory backlog for the first time. At that time, 230,000 down jackets were expected to sell only 80,000 in the Northeast market, and the company still had more than 8 million bank loans to repay. At that time, the company faced the dilemma of life and death. During that time, Gao Dekang couldn't sleep at night.
Gao Dekang, who has worked hard in this industry for decades, did not give up, but rallied. He came to the northeast, investigated the market in depth, studied the problems, and soon found problems in fabrics, colors, styles and so on. Down jacket has not kept pace with the times and is not fashionable enough. In addition, there is a common problem in the industry that down jackets are too bloated.
Gao Dekang realized for the first time that down jackets should also reflect fashion and keep up with the trend, so as to win the favor of consumers.
In order to solve the huge inventory backlog, in the summer of 1995, Gao Dekang held off-season clearance promotion. He personally designed the style of red, white and blue five-pointed stars, which successfully captured the minds of new consumers with strong visual impact and made Bosideng famous at once. After this off-season promotion, Bosideng gradually recovered its vitality.
1In the winter of 1995, Gao Dekang, with innovative production concept, introduced a fashionable Bosideng down style, which followed the trend at that time and solved some problems of bloated down jackets. Production of 680,000 pieces, sales of 620,000 pieces, sales increased by nearly 8 times.
Gao Dekang's innovative spirit and thought in down jacket production triggered the revolution of the whole industry, making China gradually become the most competitive country in the down jacket industry in the world.
His early brand awareness also played a great role. 1995, Bosideng made the first advertisement in CCTV, "Bosideng gives you the warmth like a relative", which made Bosideng's sales volume become the first in the country.
On May 24th, 1998, the China mountaineering team wore Bosideng custom-made down jackets and climbed to the top of Mount Everest. He also came up with many new ideas for advertising. He first advertised at the Beijing Airport, thinking that he could advertise on the stairs. He erected the largest neon billboard in China with a square meter of 1.080 beside the Huangpu River in Shanghai, and even put brand advertisements in the southern tourist cities. Gao Dekang devoted all his energy to brand building, making Bosideng a strong brand with a good reputation at home and abroad.
From the first small workshop to a well-known big brand, Bosideng's brand power has pushed him forward step by step and developed step by step. Bosideng has become synonymous with the down jacket industry.
Now Bosideng has long been a world-famous brand, and its products are exported overseas and sought after by consumers at home. Gao Dekang is also worth tens of billions, and he made the China Forbes list very early. Behind these achievements, he exchanged wisdom and sweat.
After decades of hard work, he finally achieved today's achievements. From the first eight sewing machines to one factory after another, he has a keen sense of business and dares to seize this opportunity in the era when down jackets are not recognized. He met all kinds of difficulties, suffered a lot and experienced despair, but he never gave up hope. It is this persistence that has made him and cast the brand Bosideng. Gao Dekang once said that Bosideng, a brand, condensed his life's hard work and strength, and was made by heart. It was this initial intention that made him sail on this road.
After listening to Gao Dekang's story, do you have your own understanding and feeling? Please leave a message at the bottom of the comments section.
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Xiaomiao