Gao Dekang: Firm Brand Confidence, Open Innovation And High Quality Development

In March 6th, Gao Dekang, chairman of the National Federation of textile and apparel industry associations and chairman and President of Bosideng International Holdings Limited, chairman of the board of directors and President of the board of directors of Bosideng International Holdings Limited, accepted the Xinhua interview "Xinhua interview" and the "healthy Chinese" Round Table Forum of people's network in Beijing.

He said that when general secretary Xi Jinping attended the two session of the thirteen National People's Congress, the Inner Mongolia delegation deliberated that it is necessary to focus on promoting pformation and upgrading of the industrial structure and promoting the quality of the real economy.

This greatly stimulated our confidence in taking root in the real economy and practicing the "three changes" and innovation driven development.

In the past year, China's economy has been running smoothly and steadily, but it is also facing complex situations with steady changes, changes and worries. China's textile and garment industry has entered a period of deep adjustment. Many clothing brands are actively exploring changes to meet the severe challenges of the global clothing market, and the capital market has been in a rather low period for a long time.

The famous domestic down jacket brand Bosideng is not only repeatedly favored by the capital, but its stock price is up 132.8%.

The brand has also won the recognition of consumers. Sales of mid and high-end sales have increased by more than 500%. Bosideng single brand retail sales have exceeded 10 billion, becoming the leader in the development of high quality industries in the new era.

"Bosideng will speed up the pformation of brand pformation and boost the development of high quality enterprises with brand strength.

Brand confidence is the biggest cultural confidence. We want to make young people all over the world proud of wearing "China Bosteng".

Gao Dekang said that Bosideng will accelerate the pformation of brand pformation in 2019, boost the quality development of enterprises with brand strength, and celebrate the 70th anniversary of new China with excellent results.

Gao Dekang, as a private entrepreneur, has a deep understanding of the development of private economy.

He said that the private economy and private enterprises have gone through an extraordinary year. The Symposium on private enterprises held last November held a solid foundation for the development of the private economy. It has been a "reassurance" for the vast number of private enterprises and entrepreneurs, and has stimulated the enthusiasm of entrepreneurs to create new businesses.

"The spring of private economy has arrived!"

Gao Dekang sighed.

The private economy is an important part of the socialist market economy.

Since last year, a series of good policies to support the development of private enterprises have been promulgated from the central to the local level, which effectively alleviate the development difficulties of the private enterprises, such as high financing cost and heavy tax burden.

In this year's report on the work of the government, special emphasis is placed on "difficulties and problems encountered in the development of private enterprises. We should do everything possible to help relieve the worries and relieve the difficulties". We should also make great efforts to optimize the development environment of the private economy, and effectively alleviate the financing problems of the real economy, especially private enterprises and small and micro enterprises.

In 2019, a larger scale of tax cut and fee reduction will be introduced, and the tax burden will be reduced by nearly 2 trillion yuan for the whole year.

Gao Dekang said that this round of tax reduction and tariff reduction unprecedented efforts, will be two aspects of brand enterprises to form positive.

First, promoting consumption growth and improving market vitality.

China has a large middle income group. Their consumption demand is constantly upgrading, and it is very diverse.

The reform of the personal tax system which began in 2018 has enabled many working-class members to receive the "gift package" from the government. The disposable income of the consumers has increased, the consumption ability has become stronger, and they have the ability to accept goods with better quality and higher price.

This "people's need for a better life" is a great potential for China's economic development, as well as a historic opportunity for the development of brand enterprises.

Two, we should lighten the burden of enterprises and promote the pformation and upgrading of enterprises.

In particular, the current value added tax rate of manufacturing industry and other industries dropped to 13%, which is particularly important for the manufacturing industry. 16%.

Such a large-scale tax reduction and tax reduction policy can further reduce the financial pressure of enterprises, reduce the burden on enterprises, and boost confidence in development.

Brand enterprises have a stronger sense of acquisition, and are willing to invest more in R & D innovation and expand effective supply, so as to gain advantages in a competitive market.

"More private enterprises and small and medium-sized enterprises should also be strong and careful to manage, seize the policy opportunities, focus on the core main business, enhance the endogenous power, and achieve better development in the new era."

Gao Dekang said.

In the past 2018, there were not only the warm air of domestic policy, but also the cold wind of the international market, all of which had a deep influence on the down garment industry.

Gao Dekang said that in 2018, we experienced repeated shocks caused by international trade friction, and domestic economic growth slowed down. Many enterprises felt pressure.

However, fluctuations in the economy and ups and downs in the market are normal phenomena. At any time, we must maintain the strength of development and have a long-term strategic vision.

"China's down garment market is a 100 billion level market. Under the general trend of supply side reform and consumption upgrading, there will still be huge market space in the future.

Bosideng will continue to ploughs down the core business of the down jacket, making it strong and fine, and becoming the world leader.

Gao Dekang is confident of leading the development of independent national garment industry to a new level.

He said that from the perspective of the development of China's down garment industry, we still have a certain gap in terms of brand appeal, innovation ability, market resilience and global resource integration ability compared with the international well-known brands.

In the future, the down jacket industry should focus on three aspects:

First, we must focus on customer value.

To accurately identify and meet customer needs, customer demand as the first core of market development, to provide customers with real needs of good products, good service.

Second, cultivate independent brands.

Brand is an important intangible asset, and is the core competitiveness of enterprises. Brand building is an important measure to realize the pformation and upgrading of the down garment industry. China's down garment brand should constantly innovate, enhance brand value, and push the industry towards a middle and high end.

Finally, the continuous improvement of quality.

Last year, the down industry association also issued the group standard of "high quality down garments", all of which met or exceeded the international advanced standards.

This reflects the quality and confidence of the industry as well as the determination to improve quality and efficiency and develop quality.

We should continuously optimize the design, research and development, technology, quality and standards of innovative products, and look at the international advanced level.

Innovation is the first driving force for development, and the importance of innovation for an enterprise is self-evident.

At present, the world manufacturing industry is pforming to digitalization and greening, and the global value chain and industrial chain are facing major adjustments.

As a traditional industry, the down garment industry is also facing pformation. How to embrace new technology is a common problem before the traditional manufacturing industry.

The development of information technology, especially the Internet economy, the new digital economy and the coming of the 5G era, is a highlight of China's economic pformation and innovation and development in recent years, and it also brings new hope to the traditional manufacturing industry.

China's Internet economy has come from behind, and has achieved world-class business scale in many fields.

On the other hand, the digital pformation of traditional manufacturing industry is relatively slow.

By means of market allocation, the new Internet economy can be deeply integrated with the traditional manufacturing industry, and create a new retail which is closely linked to the demand side and the supply side, so as to realize the digital pformation of the traditional manufacturing industry.

"In recent years, Bosideng is also building a" retail cloud platform "to explore new retail routes, our intelligent replenishment system, effectively reducing shortages, and improving the sales rate.

This year, we signed the A100 strategic cooperation plan with Alibaba. With the help of Alibaba's business operation system, we realized the digital pformation of traditional manufacturing enterprises and brought more surprises shopping and service experience to consumers.

Gao Dekang said.

The down garment industry has the advantage of special industries across the one or two and three industries, which can fully absorb employment.

Under the background of fully implementing the strategy of Rural Revitalization in the new era, Bosideng has consciously pferred production capacity to the countryside and rooted the industry in the rural grass-roots level.

According to Gao Dekang, Bosideng has built a precision poverty alleviation processing base in the central region with the mode of "production base + satellite factory".

The capacity pfer of this advanced garment processing and manufacturing not only promotes the healthy development of the clothing industry, but also creates more job opportunities for the local rural areas, which is welcomed by the local government and farmers.

Bosideng also actively responded to the national industry and Commerce Association's call to participate in the "million enterprises and tens of thousands of villages" precise poverty alleviation action, and cooperate with the China Charity Federation to carry out charitable activities, and care for helping vulnerable groups in rural areas.

"Our main product is the warm down jacket, and our culture is the social responsibility of warming our hearts.

Bosideng, as an industry leader, is willing to contribute more to the construction of beautiful countryside in the new era.

Gao Dekang said.

General secretary Xi Jinping put forward the construction of the community of human destiny. "One belt and one road" is the great practice of building the community of human destiny. In this year's government work report, the 5 mentioned "one belt and one road".

How the national brand goes out, how to compete with the international giants, push China's good products to the international market and create greater value for the global consumers, is a test paper placed in front of the Chinese indigenous brands.

Gao Dekang said that the textile and garment industry is China's traditional dominant industries, and it is also an industry with high degree of internationalization and full market competition.

Under the condition of open competition, the down garment industry has grown into one of the most competitive industries in China's manufacturing industry.

In 2018, Bosideng's high-end sales increased by more than 500%, and single brand retail sales exceeded 10 billion. It has made firm strides in accelerating the supply side reform and promoting the development of high quality economy.

Gao Dekang has three reasons for achieving such a performance: first, Bosideng's brand upgrading strategy is in line with the trend of the times. Bosideng's brand remolding, pformation and upgrading are in line with the great trend of "brand power" and "supply side reform".

Secondly, Bosideng 42 years of craftsmen's support, Bosideng focuses on the down jacket industry for 42 years, is the household's first down jacket brand.

Third, it is the right strategic direction.

From the perspective of customer cognition, we made clear the strategic development direction and formulated a set of effective action plan including communication, channel, product, supply chain and operation from the perspective of customer cognition.

Gao Dekang said that Bosideng will continue to focus on innovation and adhere to the brand strategy of "high lifting and high beating".

Brand continues to improve every year, products continue to innovate every year, brand strategy continues to internationalize.

"In the process of comprehensively deepening reform and opening up in the new era, we must stick to self-improvement and independent innovation, pay more attention to open innovation, and promote the formation of mutually beneficial and win-win innovative strategic alliances with the help of market means, so that" global innovation resources can be used for us "and grow rapidly in the process of actively integrating into the" one belt and one road "construction.

Gao Dekang said, "brand confidence" is the biggest "cultural confidence" of China's manufacturing industry in the new era.

Bosideng will focus on the main business of down garments, and carry out the integration and strategic cooperation of innovative resources worldwide. This integration can be human resources, design resources, technological resources, cultural resources, productivity resources, channel resources, and traffic resources.

"As long as we can create value for people's better life needs and industry progress, and have more opportunities to enter the international market and win more market share, our mentality is open, inclusive and unlimited."

In 2019, Bosideng will adhere to the strategic principle of "focusing on the main channel and focusing on the main brand", focusing on the main business of the down jacket, increasing the investment of resources, making the positioning of "down jacket experts" and pushing the brand to the direction of "high" and "value".

At the same time, we will continue to occupy the minds of consumers from products and channels, attract mainstream people, achieve high quality development, and constantly enhance the global competitiveness and international influence of Bosideng brand, becoming the preferred brand of down clothing for global consumers.