About the history of Gao Dekang.

Gao Dekang worked hard for 30 years to interpret the Bosideng myth.

Eight sewing machines started. After 30 years' efforts, Gao Dekang turned Bosideng into a world brand, which achieved the great ambition of the Chinese nation. From the first successful entry into the Swiss market as a national clothing brand, to becoming one of the well-known brand enterprises in China 16, Bosideng has embarked on a unique road of national brand growth.

At present, Bosideng's annual sales amount to 6.5 billion yuan, and its brand value reaches 654.38+0.02 billion yuan. Once a "small workshop" entered the "Top 500" in China, ranking first in the down industry in China with the annual sales volume of1/kloc-0, which is known as the "Bosideng" myth!

What is the secret of Bosideng's success? What is the experience of "30 years to become a world brand"? How long will it take to realize the goal of making national enterprises bigger and stronger?

Let's approach Gao Dekang and walk into Bosideng.

June 2006 10, Shenyang, China. Gao Dekang, president of Bosideng Co., Ltd., boarded the podium and accepted the medal of "Top Ten World Influential Brands in China in 2006". Gao Dekang in the spotlight is radiant and full of ambition.

This award ceremony is one of the activities of 14 World Productivity Congress, sponsored by World Productivity Science Union and undertaken by China Productivity Society. Bosideng, as the only enterprise in China textile industry, won this honor together with famous enterprises such as Shanghai Baosteel Group, China CNOOC Group and International Airlines.

Thirty years ago, Bosideng was just a "small workshop" with eight sewing machines. Bosideng has embarked on a unique road of national brand innovation from "processing materials" to "OEM" clothing and finally owning his own brand. According to the investigation of authoritative organizations, the brand value of Bosideng reached 654.38+002 billion yuan, making it the most valuable brand in China clothing industry.

"Brand is the core competitiveness of enterprises. Through brand shaping, cultivation, upgrading and innovation, the competitive advantage of enterprises can be established and enterprises can take off. " Recently, at Shangri-La Hotel in Harbin, Gao Dekang, president of Bosideng Co., Ltd. told the author.

According to the latest statistics of the National Bureau of Statistics, Bosideng Co., Ltd. ranks 379th among the top 500 enterprises in China, and the annual sales of 1 1 are far ahead in the same industry, with the sales reaching 6.5 billion yuan in 2005.

The story of a bicycle and eight sewing machines-starting a business starts with the hardest training.

Thirty years ago, a young man from the Second Brigade of Shanjing Village, White Cat Commune, Changshu County, Jiangsu Province, unwilling to endure poverty and backwardness, led 1 1 farmers to set up sewing machines, and started the arduous pioneering journey with only eight sewing machines.

Bosideng's glorious course begins here, and that young man is Gao Dekang. At that time, he loved literature and art very much. Although I can't learn music formally, ordinary music can be played only after listening to it two or three times.

Some people say that he is clever, but later more people think that he has a persistent and indomitable belief. At that time, this workshop-style sewing group had neither its own products nor its own brand, and could only do some "processing with supplied materials" for others. The farthest customer was a small enterprise in Shanghai.

Shanghai is 200 kilometers away from Changshu. Every day before dawn, Gao Dekang rides his bike on February 28th and sets off. At that time, there was no cement road from Changshu to Shanghai, and it was full of bumpy gravel roads. Nevertheless, Gao Dekang "ran" to Shanghai at a speed of 30 kilometers per hour. After getting the cloth, he returned to the village at the same speed that night and went back and forth for more than ten hours. If you are thirsty, drink some cold water; You can chew dry food when you are hungry; When I got home, my feet were swollen and my legs were sore, and people were as tired as falling apart. If we catch up with the wind and rain, the road will be even muddy. However, no matter how tired he is, no matter how many difficulties he encounters on the road, Gao Dekang will come back to the village rain or shine that day, because he knows that 1 1 brothers in the village are still waiting for rice.

The next day, Gao Dekang sent the finished product to Shanghai by bike, and then got the cloth back. This kind of work is repeated day after day, and only Gao Dekang knows the hardships. At that time, he was only in his twenties, but he looked like an old man, with messy hair and many vicissitudes.

"More than 20 years ago, I was 1 year older than I am now," Gao Dekang said humorously. The long-term cycling career has exercised his leg muscles. Even now, he still keeps the habit of walking fast, which is beyond the reach of ordinary young people.

However, that arduous entrepreneurial experience left Gao Dekang with the most precious wealth in his life. Gao Dekang said: "This experience has created my superhuman endurance and indomitable spirit in the face of difficulties. Later, the company experienced several storms in the development class, and I survived, relying on this spirit of hard work. "

Therefore, he warned today's young people: Although history is different, everyone's road to success cannot be copied, but if you want to achieve something, you must have the spirit of hard work and perseverance, which is an essential quality for every young entrepreneur to succeed. Today, the bicycles and sewing machines that Gao Dekang once rode are still intact in the history showroom of Bosideng Company. Groups of young people who start businesses in Bosideng will personally feel the story of "one bicycle, eight sewing machines" and make great efforts to start businesses.

"Scrapping" six motorcycles in four years-"Making clothes for people" found huge business opportunities.

In the fifth year of Gao Dekang's business, that is, 1983, the means of transportation in Gao Dekang has changed from a shotgun to a motorcycle.

Although the means of transportation are "advanced", Gao Dekang's industrious spirit has not changed. He changed into a motorcycle not to be less tired and enjoy leisure, but to be busier than before. I used to go back and forth by bike every day, but now I have to go back and forth between Shanghai and Changshu twice a day after changing to motorcycle. In the next four years, Gao Dekang actually "scrapped" six motorcycles.

Changing from a bicycle to a motorcycle seems to be just a change in transportation, but it actually reflects the great changes that have taken place in the "small workshop". At this time, the "small workshop" has taken on the "red hat" of the collective enterprise. Business is no longer limited to "processing with supplied materials", but changed to "OEM" clothing.

Dramatically, Gao Dekang is the first "OEM" enterprise, which is the Shanghai Feida factory that produces the first down jacket in China. Now, Shanghai Feida factory has been fully acquired by Bosideng, and Bosideng has occupied its "Shuangyu" brand, which is the earliest down jacket brand in China.

It should be said that Gao Dekang is a restless businessman. When he was doing "OEM" for Shanghai Feida Factory, he was keenly aware of the huge business opportunities in the down industry. However, in the 1980s, leather jackets were popular in society, while down jackets only came out 10 years ago, but they were not favored by the market and consumers because of their bloated styles, rough fabrics and monotonous colors. Especially the down processing technology is complicated, and many enterprises are reluctant to do this business.

However, at that time, Gao Dekang had a soft spot for down jackets. In his view, China is still a country that is becoming rich, and people need this kind of inexpensive product more. Although this product is seasonal, there is a great demand. With a little improvement, we can burst into strong vitality in a short time and have unlimited development space. Then, Gao Dekang sprouted a dream: let all people in China wear light, warm and appropriate clothes!

"Opportunities in the mall are fleeting. If you don't catch it, it will flow away quietly. " Years later, when Gao Dekang recalled the impulse at that time, he was still passionate. "I fell in love with the down jacket like a demon. My intuition tells me that this will be the career I pursue all my life. 1 A scholar specializing in enterprise research discovered such a phenomenon. Some successful entrepreneurs dug up the "first bucket of gold" and chose projects that others didn't want to do or dared to do. As a result, only he did it and succeeded.

Gao Dekang is such a person. What he often says to young people in the company is: How far away the dream is, how big the stage is. At that time, while "OEM" processing clothes, Gao Dekang concentrated on studying the future trend of down jacket market. In the late 1980s, Gao Dekang mastered a set of mature technologies from production, processing to making down jackets, and he decided to March into his dream!

For Gao Dekang, 1992 is the most important turning point in his entrepreneurial history. This year, Gao Dekang finally refused to make a "wedding dress" and registered the trademark Bosideng, which took the first step to build a brand down jacket. Two years later, Bosideng down jacket was officially put on the market, and Gao Dekang finally established his own brand to participate in the market competition.

At this time, Gao Dekang was as excited as a man who had just become a father. From the beginning of "processing with materials" to "OEM production", and finally to building independent brands. It is not easy to do this! Used for 18 years!

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