"Bosideng" strides into the international market

In June 2011, Gao Dekang, the board of directors of Jiangsu Bosideng International Holdings Co., Ltd., decided to purchase a property at No. 28 South Malton Street, West London, United Kingdom, for £0.2 million, and invest heavily in renovation and decoration. A seven-storey building that looks like a "heavy wheel." With a total investment of 35 million pounds, Bosideng's flagship store in London and its European headquarters were opened in July and October last year. From then on, the Oxford Street shopping district with a large amount of money has a Chinese clothing brand to show its grace.

Bosideng adopts the “Chinese brand, local design, global procurement, local marketing” model in the UK, and provides down jackets, suits, shirts, T-shirts, sweaters, shoes and socks throughout the four seasons through the formation of a professional, dedicated, and efficient local team. The series of products has achieved the European market from design to production to sales. Bosideng constantly adjusts and perfects its current operating model and strengthens its operations in the UK. It will sell Bosideng products on its website and high-end department store counters, and will gradually promote it to other cities in the UK and European countries. Gao Dekang said: "Only the full integration of British society, the experience of British life, the acquisition of British culture, and the provision of high-quality products and services to consumers will enable Bosideng to gain brand recognition and value resonance in the United Kingdom, and ultimately establish roots and create a larger market. ”

In recent years, Bosideng has established a foothold in overseas markets and financial intelligence to expand its international influence and sales. The products have successfully entered Japan, the United States, Canada, Russia, and Switzerland. In 2005, Bosideng men's clothing entered the British market with its own brand and won the favor of British consumers with its high-quality full range of men's clothing. It has 84 stores in the UK.

Bosideng, founded in 1976, has become China's largest brand of down apparel operators. Bosideng apparel covers down jackets, men's wear, women's wear, children's wear, casual wear, etc. It sells in over 10,000 retail outlets in various cities in China. Its brand portfolio sales in China account for 34.5% of the market.

Gao Dekang said in a speech at the University of Oxford in the UK: “From the very beginning, I dreamed of making Bosideng an international apparel brand sold globally. Internationalization is an inevitable choice for Bosideng’s long-term development, and globalization has further blurred the boundaries between domestic and international markets. The flow of various elements is more free and rapid. International brands enjoy greater resource allocation advantages, and the market space confined to the region will be further compressed. Bosideng will not give up its ideals after gaining a leading position in Chinese clothing. With ambition, Bosideng will use the capacity of the entire international market to accelerate and become bigger and stronger."