This is a tide of waves, ups and downs of the era of change, every corner of life are not lacking in full swing business stories and dark horse counterattack commercial legend. In the past year alone, the downward pressure on the economy continued to increase, manufacturing excess industry, marketing performance in case of cold, closing stores to the stock ...... The development of China's garment industry increasingly prominent hidden dangers, left and right, dilemma. This is also the year when the new normalcy of economy, "Internet +" plan of action, "Belt and Road Initiative", cross-border mergers and acquisitions, "machine substitutions" ... millions of practitioners join the era of entrepreneurial innovation and burst into ever-new vitality. People diligently spring, the development of new meteorological. On the occasion of the opening year, "supply-side reform" has become a high-frequency vocabulary in social life, reflecting the expectation of the public at a time when China's economic growth is slowing down and the momentum of new and old growth continues. Gao Dekang, the 12th National People's Congress, Bosideng Group Chairman, a 40 years without changing his mind, Gonggong Industrial clothing giant, senior serial entrepreneur. Standing in the spring still warm in the cold, in the face of economic changes in the manufacturing industry under the new normal, seem calm and confident. "As a typical manufacturing industry, the textile and apparel industry is under pressure to meet many challenges, including weak demand, rising costs, saturation of the market and impact of e-commerce. However, there is no excuse for finding a solution in a good business adversity. , The key to solving the development dilemma is to solve the contradiction between supply-side products and consumer demand in the long run by focusing on innovation and effective supply to better meet consumer demand In the sense that brand manufacturers will be the biggest beneficiaries of this round of supply-side structural reforms, Chinese manufacturing can no longer afford to indulge in traditional low-cost competition but instead focus on brand building, quality improvement, fashion ideas and management innovation Obviously, the market favors those who are truly brave in innovation and change. In 2015, GODECO promptly responded to the slogan of "starting anew and then starting a business," guided by "meeting the needs of consumers and internal and external customers" to promote innovation and innovation in brand, business and management in an all-round way and create high quality and efficiency Platform-based business. As of the end of 2015, Bosideng down jacket for the second consecutive year in the Chinese market sales champion, for 19 consecutive years on behalf of China's winter clothes to the world release fashion trends. Bosideng brand has been assessed as a brand with a brand strength of 923.0 and a brand value of 20.725 billion yuan, ranking the first place in the textile and apparel industry for three consecutive years (2013-2015), becoming the leading Chinese textile and garment brand with a brand name and market share. In recent years, Bosideng comprehensively promote excellence performance management, pay attention to product quality benefits and consumer rights and interests, develop unique and innovative products. At the same time, pay attention to brand cultivation and shaping, and actively explore the overseas expansion in line with the Chinese brand of the road, from an excellent local brand into an internationally renowned Chinese clothing brand, reflects the sense of mission of outstanding enterprises and entrepreneurs vision. "In the era of economic globalization, branding and internationalization are two sides of a coin." Bosideng's strategy of "four seasons, multi-branding and internationalization" is based on the development strategy of increasing cooperation with the Ministry of Industry and Information Technology Mishina 'action plan coincide. "Based on the" quality + "guide to consolidate the brand advantage China's consumer market is no shortage of hot topics, while the" Qingdao prawn "," high price fish ", stock bin warehouse chaos, while Is the overseas travel buy into the wind, China aunt "burst buy" Japan's "local tyrant" momentum, people are venting dissatisfaction, after wanton ridicule also have to reflect on: Why? ! High Dekang saw is the huge consumer demand suppressed by the ineffective supply and a wounded heart. "Now people's living standards are high, the demand for high-quality consumer increases year by year, doing business every day, shouting business is difficult to do, overcapacity, it is better to think about how to think about how to improve innovation capacity, to meet this huge new file is being upgraded to mention the consumer market .People enjoy the high quality, cost-effective products and services, it is the potential for economic growth in the future where the consumer value or quality, it should be our faith! "Bosideng uphold the excellent quality and technology, followed by a consistent humanity Design, build around the core needs of customers brand soul, brand innovation with the spirit of fashion values. The individualized, fragmented and multi-layered consumer demand of young people is shifting the market from "brand-led" to "consumer-led". Aiming at these consumer demands of demonstrating individuality, focusing on experience and cultural connotations, Bosideng reshapes the entire system of product planning, product presentation, brand image and terminal image. Based on the value enhancement of "Quality +", Bosideng creates " Core, all categories, integrated, platform brand. " Bosideng has established the brand positioning of "fashion + quality + warmness", integrating the color, innovation and top-quality into the brand DNA. The theme of "warmth and love" Such as autumn and winter new products, quality innovation and reputation show a feather down fashion. Regenerative thermal insulation in the material, the three anti-function features, thermal storage function of the lock, but also give Bosideng products unique quality. Among them, Bosideng Qiu down series of products with innovative design driven down jacket market space expansion and industrial development, won the first session of the "China Light Industry Outstanding Design Award", reflects the strength of the creative economy. Gao Dekang said that "Quality +" is not only reflected in the upgrade of high-quality products, high-value design, high cost performance and high efficiency innovation, but also aims at promoting the significant improvement of the quality of Chinese clothing, the maturity of the industry and becoming the Chinese brand "High quality" new business card. To this end, Bosideng also consciously assume responsibility for innovation-driven and "green manufacturing" pioneer, and 47 key enterprises in textile, chemicals, synthetic leather co-sponsored the establishment of "textile supply chain green manufacturing industry innovation alliance" to promote the supply chain environmental information disclosure , Control of harmful chemicals and sustainable technological innovation, and promote the industry to accelerate its advance toward the middle and high end of the industry chain and achieve green growth. For two consecutive years by the China Federation of Industrial Economics and the United Nations Industrial Development Organization (UNIDO) awarded the "China's industrial sector to fulfill corporate social responsibility five-star enterprise" title, a "resource-saving, environment-friendly, social harmony," the leader. Advocating the "Internet Thinking" Reshaping the Management System With the rise of online shopping crowds and the advent of an era of high industrial costs, "Internet +" is pushing the apparel industry toward innovation-driven transformation. Gao Dekang believes that the "clothing industry + Internet" and "retail + Internet" are becoming the key players in the industry's transformation and upgrading. To transform and upgrade the existing mode of operation based on "Internet thinking" is a brave and foremost Bosideng priority. In 2015, Bosideng identified the "terminal retail capability, rapid and efficient supply chain capability" as the focus of the integration of the two industries and comprehensively sorted out the corporate management mechanism. The introduction of the world's leading SAP management system to change the way to expand sales in the past, focus on improving retail capabilities, brand integration, based on the regular market assessment analysis, adjust the rational distribution of the retail network, the timely closure of poor performance and overlapping sales Stores, the current share of nearly 40% self-operated stores, enhanced control of the channel capacity. Bosideng advocates "customer first, experience is king, disruptive innovation", upgrade the terminal store experience and create a "pull" supply chain management mode with high efficiency and quick response. It also played a pivotal role in promoting creative marketing, promoting new products in the six major cities of Changchun, Suzhou, Shanghai and Hangzhou through the concept of Pop-up Store, attracting new consumer groups through interactive experiences and entertainment games, Sales performance, but also successfully promoted the brand image and corporate culture. Bosideng also raised its e-commerce business to the strategic level of the Group and promoted the integration of online and offline businesses. Through the implementation of the retail store negotiation project, the Bosideng men's O2O smart store, WeChat "micro shopping" and VIP membership system, a new pattern of "two wings flying together and developing together" was formed in the physical store and e-commerce. Last year, "Double Eleven" e-commerce carnival, Bosideng also launched online special contributions, popular design elements nowadays, fashionable and more stylish and cost-effective, the day net sales exceeded 206 million yuan, an increase of more than 56%. Among them, Lynx flagship store sales of 122 million yuan to achieve single-line women's clothing category sales fourth. The trading index for the second consecutive month (November and December) ranks the top of Cat Women's Top Brands in Women's Clothing. To cope with the rising labor costs, Bosideng strives to innovate the traditional garment technology and promote the application of intelligent manufacturing. On the basis of digesting the production line of hanging flowing water and promoting the lean management of one-piece flow, in 2015, Kawada intelligent template machine was introduced to replace skilled workers. In the case of a decrease in the number of workers, the same process efficiency increased by 60%, greatly increased production capacity, but also allow employees to get more wages, become the apparel industry to promote the use of intelligent manufacturing model demonstration. Embracing the "Belt and Road" Cross-border Competing Exhibition Confidence In the summer of 2015, Chinese tourists traveling to Milan, Italy, found that Bosideng's billboard quietly "occupied" the densely populated areas such as Milan's subway stations, airports, commercial centers and transportation hubs, Bosideng, a local Chinese clothing brand most familiar, successfully "broke into" the vision and territory of the world's fashion capital. This year, "High Speed ​​Rail Diplomacy" and China's high-end equipment manufacturing won the acclaim of the world. Under the leadership of the "Belt and Road" national strategy, Bosideng also went to the focus of the spotlight! This is the highlight of Bosideng moment, but also the pride of high Dekang. "China's largest export of apparel short board is the brand, can not just look at productivity, but also concerned about the price, value. Bosideng 'go out', from the beginning will be positioned to create their own brands, to push their products to the international market to Test. "Bosideng overcome the overall downturn in foreign trade, the impact of growth pressures, take the initiative to docking the" Belt and Road "major strategy, leveraging Milan World Expo in Italy, the Chinese apparel culture and original design with international standards, so that" Chinese fashion "seeds Sowed and sprouted in Milan, Italy and throughout Europe. Bosideng products have been sold in more than 400 middle-to-high-end brand assembly stores in 8 European countries including Germany, Italy, France, Spain, Russia and so on. By boosting the brand image and increasing the efforts of developing high-quality foreign trade customers, Export contrarian "flying", an increase of 24.63%. Bosideng also took the opportunity of the times to deepen cross-border cooperation with Japanese brand ITOCHU Group and SMART F & D Co., Ltd., the leader in the field of school uniform customization in South Korea. With its diversified industry experience, rich global resources and excellent design capabilities, Bosideng strives to expand its uniforms and outdoor , Children's clothing and other new business growth points to further enrich the product portfolio to enhance market leadership and international competitiveness. The latter, for example, Bosideng and SMART joint venture set up Samantha Garments Co., Ltd. Jiangsu, China's market-oriented custom school uniforms. At present, it has set up an international operation team, launched market research and product planning, and will debut in April this year, the fourth OUE Shanghai International Industry Fair. From the opening of the flagship store in London to the participation in the World Expo in Milan, transnational cooperation into the global market, Bosideng's brand of international layout of the steady, increasingly clear, to promote China from the "big manufacturing country" to "brand power" to provide a typical case of the successful selection AQSIQ the first batch of "China's export quality and safety demonstration enterprises" list, and "China's textile industry international layout demonstration enterprises," the title. 2016 is the first year of the 13th Five-Year Plan and the 40th anniversary of Bosideng Venture Capital. "Being a pioneer in the practice of dreams, not a dreamer on paper," is the conciseness of Goode's career in serving the Chinese nation in his 40 years as well as his expectations for the younger generation of creators. Looking forward to the "13th Five-Year Plan", Gao Dekang said that in the future opportunities for business development lie in seeing, innovating and cooperating. Bosideng people stride forward in the internationalization of the brand and will not stop for a moment. "We will implement the five concepts of innovation, coordination, greenness, openness and sharing put forward by the Central Government. We will rely on independent innovation and technological progress to enhance brand manufacturing, green manufacturing and intelligent manufacturing, speed up adjustment of structure, quality and efficiency, Out of the pace of transformation into a respected world renowned integrated clothing brand operators, show the fashion brand strength in China! "Let us and look!
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