Bosideng European headquarters opening cited the British business community attention

December 25, 2019

High Dekang: Chinese private entrepreneurs debut Oxford Pulpit "London Olympic Games just passed, everyone knows the 100-meter sprint champion is Bolt Bolt, but here who knows France or Kenya who is the 100 meters champion? The same token Bosideng is reluctant to halt its position as a leader in Chinese clothing and abandon its ambitions and ambitions. "Late on October 12, Oxford, UK. In this "cradle of genius and prime minister," a well-known institution enjoying world prestige, a Chinese man full of wisdom and passionate speech echoed in the lecture hall, and the audience applauded. On this day, the podium of Oxford University, with a history of more than 800 years, first appeared as a figure of private entrepreneurs in China. The high-end brand of China entered the transformation stage and was recognized by ladies and gentlemen in England. He is a leading entrepreneur in the Chinese business community and Chairman of the Board of Bosideng International Holdings Limited Gao Dekang. At the invitation of the Asian Club of Oxford University, Goldfield paid a special trip to Trinity College, Oxford University and delivered a speech on "Investing in Britain: Bosideng's Path to Internationalization" and interacted with faculty and students. He snatched the cocoons, talked a lot about the growth of the Bosideng brand and the secrets of success in the Chinese market shared with the teachers and students, highlighting Bosideng's international expansion strategy and experiences, challenges and prospects in the implementation process. In particular, Bosideng invested in the UK and set up a European headquarters and flagship store in London. It received enthusiastic responses and discussions from teachers and students present. On the same day, Bosideng's European headquarters building was completed in South Malton Street, West End, opening a precedent for Chinese apparel brands to expand their mid-to-high end market in first-tier European cities. In the Olympic year, the Chinese brand "Outing the sea" opened Nuggets in London, the shining point of Sino-British trade under the backdrop of the global economic turmoil, which has been widely concerned by the business communities in both countries. (The photo shows Bosideng Group Chairman Gordon Gao speech in Oxford) From Tak Tak Kang, Bosideng company, you can overview of more than 30 years of Chinese economy and Chinese brand past and present life. Founded in 1976, Bosideng, born out of a workshop of only eight sewing machines, has become China's largest branded down apparel operator. Bosideng clothing covers down jackets, men's wear, women's wear, children's wear and casual wear. Its sales volume in China's 1,000 largest cities and 11,000 retail outlets in China has reached 34.5% market share in China. Obviously, this is a typical case of a private enterprise firmly grasping consumers through product innovation, brand differentiation and marketing under the background that China's economy takes off and the consumer products market continues to grow rapidly. In his speech, GODON emphasized: "From the very beginning, I have dreamed to make Bosideng a global apparel brand sold globally." He said internationalization is an inevitable choice for Bosideng's long-term development. Globalization has further blurred the boundaries of domestic and international markets, the flow of various elements is more free and faster, international brands enjoy greater advantages in resource allocation, and the brand market confined to regional markets is further compressed. For Bosideng, instead of limiting itself to a slowdown in the domestic market, it is better to use the capacity and resources of the entire international market to fight a marketing battle by competing with a growing influx of international brands and fighting a market war. Imagine a young man living in Shanghai who has something to do with the choices of everyday spending: eating McDonald's, drinking Coca-Cola or Starbucks, wearing Nike shoes, playing Warcraft online games and buying clothes for H & M or ZARA If Bosideng It's not an international brand name that probably will not show up in their closets just as it has not become your clothing choice right now. "In recent years, Bosideng has fostered the success of its products based on its overseas financing, financial intelligence, expanding international presence and sales. Has entered Japan, the United States, Canada, Russia, Switzerland, Britain and other countries. A typical Chinese consumer brand, how to succeed in the highly mature European and American markets? Bosideng practice in the UK market most convincing. In 2005, Bosideng men's own brand to enter the British market, with a full range of high-quality men's win the favor of British consumers in the United Kingdom has 84 stores. After long-term research and feasibility studies, Bosideng found that retail stores opened in overseas markets. Flagship stores are a key part of displaying brand image and quickly raising brand awareness. June 2011, the dark cloud of the global financial crisis has not yet dispersed, Gordon made a decisive decision to spend Â£ 2005 million purchase of a property on the 28th South Malton Street, London West End, and invested heavily in renovation, after a year of reconstruction Into a wind and waves "giant wheel" style seven-storey building. July 26 and October 12 this year, Bosideng London flagship store and the European headquarters have opened in this operation, from the high cost of Oxford Street shopping district has a Chinese clothing brand to show the graceful T station. At present, the entire project investment has reached 35 million pounds. (The photo shows Mr. Gordon Goh, Chairman of the Board of Bosideng Group, and Sir David BREWER, Chairman of the China-Britain Business Council, cut the ribbon for the flagship store.) London's apparel brands quickly witnessed the "Oriental Wisdom" of their Chinese counterparts. Bosideng adopted a new model of "Chinese brand, local design, global purchasing and localized marketing" in the UK. Through the establishment of a professional, reliable, dedicated and efficient local team, including down jackets, including from suits, shirts to T-shirts, sweaters to shoes and socks, including the full range of seasonal clothing products, from design, production, Marketing, sales are all around the European market, closely linked to the needs of local customers and tastes. Moreover, Bosideng UK has a more advanced position than the Chinese market. "Bosideng can gain brand recognition and value in the UK only by fully integrating into British society, experiencing British life, drawing on British culture and providing consumers with high-quality products and services, And finally take root to create a big future. "High Dekang said. Take the two major British designers employed by Bosideng as an example. Together, they have over 50 years of experience. They have been partners and are well known in the industry and have a deep understanding of the European market. Bosideng London series of products is also different from Bosideng sales in China style, in addition to down jacket, leisure jacket is Bosideng China factory production, most of the products in the European factory, according to the European version of the type of production. Marketing is all the more about the tastes of Europeans, such as promo videos that highlight the harmony between people and nature and advertise in the favorite media of their target customers. And direct marketing through DM direct investment, subway distribution, email advertising, Twitter, Facebook and other forms. Bosideng's new overseas development model has attracted wide media attention in both China and the UK. The establishment of Bosideng's European headquarters and the opening of the flagship store in London are even more supported by the Chinese and British governments and chambers of commerce. At present, the project has been nominated by the British Chamber of Commerce Grand Prix "final. High Tak's extraordinary place is not only the first fight, but also the passionate entrepreneurial ambition. He said that "Made in China" is to upgrade to "Chinese brand" and internationalization is the only way to go. He also said frankly that this is a path that can be traced without too many precedents for China. Bosideng's long-standing plan has only taken the first solid step. The next step will be to adjust and improve the existing mode of operation, based on strengthening the business in the United Kingdom for the beginning of next year, sales of web sites and counter sales in high-end department stores. After the time is ripe, consider promoting to other Great Britain and the United Kingdom. High Dickson, standing on the podium of the University of Oxford, is very proud and determined. The outstanding Chinese entrepreneur is facing all difficulties and obstacles with a brave heart. "The road to international expansion is long and challenging, but Bosideng will go forward with passion and wholeheartedly because I understand that this is the right direction." Godek's rhetoric was calm and firm. A vast front road, a wise man into; anti-popular boat, brave win. Let us wait and see the new successes of High Dickson and Bosideng.
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