Mr. Bostten Gao De Kang Was Selected As An Entrepreneur Of The Year.

A few days ago, in the selection of "2014 Xinhua fashion annual demeanor" in Xinhua fashion,

Mr. Gao Dekang was selected as an entrepreneur of the year and accepted an exclusive interview with Xinhua fashion.

On the construction and other issues, I talked about my own views.

Recently, in the selection of "2014 Xinhua fashion annual demeanor" in Xinhua fashion, Mr. Gao Dekang, chairman of Bosideng, was selected as an entrepreneur of the year. He also accepted the Xinhua fashion interview and talked about his views on China's clothing brand construction.

Reporter: looking back at 2014, let me give you an example of Boston's pride and pride in the year.

What is the innovation achievement?

Why?

In this year's new product design, we integrate traditional technology with modern technology and introduce "waterproofing, oil proofing, antifouling and radiation protection" in new product development.

As well as long-term heat storage and thermal insulation fabrics, as well as natural and environmentally friendly radiation protection fabrics, etc., continue to give products new technology added value, so that technology can change people's lives.

Please introduce the development and direction of Bosideng recently. Are there any adverse factors such as reduced external demand, rising raw material and manpower costs?

The 2012, 2013, and 2014 achievements continue to grow. What is the core competitiveness?

Gao Dekang: the core is brand.

In 2014, by the AQSIQ evaluation, Bosideng brand strength reached 918, brand value reached 19 billion 749 million yuan, ranked first in the textile and garment industry.

With the enhancement of consumer brand awareness, brand is increasingly becoming an important direction of consumer demand.

Especially clothing products, brands often become the first choice for users.

What are the new plans for Bosideng's international layout in 2015?

Gao Dekang: in recent years, we have set up flagship stores in the UK and have worked with the Otto group, the largest e-commerce company in Germany.

This year, we also formally signed a joint venture with the Chinese enterprises in World Expo, Milan, during the exhibition and interactive activities in World Expo.

In September, we took part in a series of activities in Milan fashion week.

At present, we have gained some experience in the international market. In the next 3-5 years, we will achieve the goal of "becoming a respected and world-renowned integrated apparel brand operator" on the basis of stabilizing the European market.

Now, some international brands with winter clothing styles, such as UNIQLO, ZARA and H&M, are stepping up their efforts in the domestic market and are sinking to the three or four tier cities. Has Bosideng felt their impact and what advantages they have than Bosideng?

Gao Dekang: Yes, the entry of international brands really has an impact on us.

But compared with them, Bosideng still has great advantages in the domestic market. First of all, we are professionals. In the field of down garments, we are experts and authorities.

Next is the channel coverage rate. At present, our channel outlets in the whole country have very strong advantages.

The third is the understanding of the domestic market and consumers, which are hard to compare with international brands.

However, international brands have more advanced management systems and operation models.

How do you see the development stage of the Chinese garment industry?

What position does it play in the world and how can China become a strong garment country?

Gao Dekang: in the face of multiple challenges such as rising labor costs and rising international brands and the new consumption mode of the Internet, China's textile and garment industry is saying goodbye to primitive, extensive and low-end processing and manufacturing, constantly accelerating structural adjustment, enhancing brand building, R & D and operation management.

In today's global competition, we have gradually matured and moved towards the high end of the industrial chain.

To build a strong garment country, I think there are several aspects: first of all, let the Chinese brand and China make the respect of the international market.

This is not only the brand image of the enterprise, but also the brand image of the country.

We need to let the world consumers know that China has not only good products but also good brands.

Secondly, the quality of development should be further improved.

We should constantly accelerate the adjustment of industrial structure, market structure and product mix, and accelerate pformation and upgrading.