Bosideng: Four Seasons Product Transformation Strategy Facing "Fast Fashion"

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

Rely on vanguard creativity to win the right to speak

Almost no one denies that China is the world's largest manufacturer, consumer, and exporter of textile and apparel products. However, one of the embarrassing facts is that Chinese apparel does not yet have an international brand recognized by the global fashion industry. “Fashion is the original motive force of the clothing brand. Chinese clothing has never been lack of hard work and sweat. What we lack is full investment and wisdom. What is missing is the exalted cultivation of the brand's intrinsic value and the respect and confidence of the national costume culture.” Chairman of the Chamber of Commerce and Industry of the Federation of Textiles and Garments, Gao Dekang, Chairman of Bosideng International Holdings Limited. He went to France, Italy, the United States and other countries to inspect. He truly felt the rich and deep cultural heritage of international brands. In his view, in the face of “European Wind and Rain,” Chinese brands generally lack the imagination and creativity of genius, which is the biggest obstacle to winning brand premiums in the future.

On the evening of September 10, 2010, a mysterious "space ship" anchored under the shadow of the Hallelujah in the movie "Avatar," dozens of visitors from the sky wearing brightly-painted feathers and dazzling lights. “Get out of the spaceship and dance happily..” “Feather sings and charms Zhangjiajie” - The Bosideng autumn/winter new product launch conference 2010/2011 was staged in the Zhangjiajie National Forest Park. The conference was based on Zhangjiajie's strange mountains and rocks, and was inspired by magnificent dancing lights to achieve the perfect unity of fashion and nature, concepts and markets, immersing nearly 1,000 live audiences and tourists in a picturesque atmosphere. In the dream. The three major themes of new products have both rare and pioneering concepts, and closely follow the fashion needs of consumers. They are astounding at the originality and novelty of Bosideng's methods, products, and positioning.

For many years, Gao Dekang insisted on customer value orientation, with “ethnic, fashion, and future” as emotional appeal, continuously strengthened Bosideng brand culture cultivation and product R&D design investment, and found a delicate balance between artistic aesthetics and market demand. , to achieve the glorious eyes on the T stage and the infinite beauty of life, to create a very fashionable Chinese fashion trends, but also for the world to win the recognition and respect within the scope of the world fashion. Gao Dekang said that the success of Bosideng in the T-Taiwan and the market is enough to show that imaginative creative design can make a good brand, and that a brand with fashion leadership can become the leader in the transformation and upgrading of the garment industry.