If you want to sort out the development of Chinese business in the past 20 years, then the rise of Chinese brands is definitely a rough main line. After years of accumulation, more and more Chinese brands have gone from passive to shoulder-to-shoulder or even surpassed in the competition with international brands.
Ten years ago, the top three smartphone shipments in the world were Samsung, Apple, and Nokia. But in recent years, Huawei's Xiaomi OV has been ranked in the top 6 of global smartphone shipments for many years.
In the past, the priority of young people in first-tier cities to choose sports brands was foreign brands, but in recent years, Li Ning and ANTA have set off a whirlwind of national brands, and ANTA Group once surpassed Adidas in terms of market value and became the world's second largest sporting goods company.
There is also the down jacket industry, and domestic brands have grabbed the top spot in the industry. In June this year, Bosideng announced its 2020/21 financial report, and its down jacket revenue has also been comparable to that of international brands. In August, the world's authoritative research organization Euromonitor International certified Bosideng down jacket scale leading the world, sales volume, sales leading.
Because they help China to achieve from catching up to leading in various fields, these brands have attracted more and more attention and recognition from all walks of life.
On December 16, down jacket brand Bosideng joined hands with the National Theatre of China and Tian Qinxin, president of the National Drama Theatre of China and deputy director of "Celebration of the 100th Anniversary of the Founding of the Communist Party of China", to jointly create a stage drama-style press conference.
This stage-style conference integrates drama and fashion, and through the technology of "instant shooting, instantaneous editing, real-time screen projection", from the initial intention of entrepreneurship in the 70s to the later headwind reversal to the global leader, it tells how Bosideng moved towards the development process of "China's down jacket global leader".
At the press conference, Yang Mi, the brand spokesperson of Bosideng, Chen Shu, a famous actor, Duan Yihong, a well-known actor, Wu Fan, an actor of the National Drama Theatre of China, Zhang Yu, the founding editor-in-chief of Vogue Clothing and Beauty and a partner of Sequoia China, Han Xiaopeng, a champion of the Winter Olympics and a member of the Athletes Committee of the Beijing Winter Olympics Organizing Committee, The current coach of the National Mountaineering Team and the captain of the 2020 Everest Elevation Measurement Mountaineering Team, and Xia Boyu, the first person to climb Mount Everest without legs in China, attended the ceremony. Together, we witnessed bosideng's 45-year development path from the early days of entrepreneurship to the world's leading development.
The press conference has also received great attention from domestic authoritative media, and official media such as the People's Daily client and the Xinhua News Agency on-site cloud platform have carried out live coverage.
"The continuous innovation of the Bosideng brand has witnessed the rise of China's brand power." Yang Mi, who witnessed the press conference at the scene, said.
There are many cases in which Chinese brands have caught up with and surpassed international brands, and there are many cases that have been widely recognized by the Chinese people.
As China enters the track of high-quality development, it is imperative to build more independent brands with international competitiveness. The 14th Five-Year Plan clearly states that to carry out Chinese brand creation actions, enhance the influence and competitiveness of independent brands, and take the lead in cultivating a number of high-end brands in the field of cosmetics, clothing, home textiles, electronic products and other consumer goods.
How are Chinese brands rising? Successful brands have similarities. From Bosideng, you may be able to peek into the leopard and find some answers.
01
45 years of excellence, products have won many international awards
Although the development of Internet technology and new media means has changed the path for brands to reach consumers, and has also achieved a large number of emerging consumer brands, the quality of products is always the basis for the establishment and development of brands. If there is no excellent quality, the brand will only be short-lived, and it is difficult to achieve lasting development.
Since its inception in 1976, Bosideng has taken product quality as the lifeline of enterprise development, and strives for excellence in technology, technology and design. For example, in the down jacket industry, 50% of the down content is the threshold for entry. In the early years, due to the limitation of the scale of the enterprise, the velvet content of many brands was only maintained above the threshold line, but Bosideng took the lead in increasing the fleece content from 50% to 90% in 1995. The significant increase in the content of down, directly improve the warmth effect of down jackets and the daily wear experience of consumers.
The press conference presented Bosideng's achievements in products
After Beijing won the right to host the Winter Olympics, China's ice and snow sports developed rapidly. Skiing in the ice and snow, the body will generate huge heat, resulting in severe sweating, and the outside of the body is cold and frozen, the external cold and internal heat make the skier experience bad. In order to improve the exhaust function of ski suits, Bosideng has developed the world's first patented air self-circulation system to enhance air circulation in ski suits.
In addition, Bosideng down jackets have withstood many extreme cold conditions. Since 1998, Bosideng has repeatedly assisted the Chinese mountaineering team and the Chinese Antarctic/Arctic expedition team on expeditions to Mount Everest and the North and South Poles. In 2019, Xia Boyu climbed the "top of Europe" Elbrus Peak, and in 2020, the Chinese mountaineering team measured the height of Mount Everest again, as well as China's 36th, 37th and 38th Antarctic expeditions, wearing Bosideng's "Summit Series" top down jacket.
"As a member of the climbing team, I was particularly touched by the chapter of the summit, and I myself successfully reached the top of the 'Top of Europe' El Prussian Peak in the Bosideng ascent series. At that time, I felt that Chinese my own products, whether it is process or technology research and development, have reached the world-class. Xia Boyu said.
Entering 2021, Bosideng has not stopped breaking through the pace of innovation. For example, the Bosideng first trench coat down jacket launched in October not only changed the traditional down jacket "bloated" posture, but also the three-dimensional cut design is more in line with the needs of Asians, realizing the innovation of commuting and warm equipment. The data shows that the sales of windbreaker down jackets exceeded 10 million in one hour, and the sales of a single model in 24 hours exceeded 1600 pieces.
Another example is the 100% China Original Summit 2.0 released in November. The series not only increases the warmth by 15%, the heating effect is 14% higher than the national standard, but also applies aviation material technology to the field of clothing for the first time. Therefore, it has also been praised by many industry professionals, professional associations and authoritative media.
With the excellence of technology, technology and design, Bosideng's position in the global down jacket industry has also continued to improve. So far, Bosideng has participated in the drafting and revision of 23 international standards, and has the industry's first national certification laboratory, an IDFB (International Down and Feather Bureau) accredited laboratory, and undertakes international positions such as IDFB China Governing Unit. Thanks to the status and honor of the world's highest professional field, Bosideng not only made itself a strong endorsement, but also promoted China's down jacket to become the formulator of industry rules, and then jointly led the development direction of the global down jacket industry.
It is also the continuous 45 years of focus on product quality that ultimately helped Bosideng produce the world's leading down jacket and lay the product foundation beyond the top international down jacket brands.
02
Global brand building, brand power among the forefront of the world
Over the past 40 years of reform and opening up, with the growing strength of China's economy, more and more Chinese enterprises have become among the world's top 500 companies, but the number of Chinese brands that can enter the world's top 500 brands still needs to be increased. As a local clothing brand with a history of 45 years, Bosideng has not only become a global leader in scale, but also has a growing brand power.
From 2018 to 2020, Bosideng has appeared in the three major fashion weeks of New York, Milan and London as an independent for three consecutive years, representing Chinese down jackets on the international stage.
At the same time, together with Kenzo Takada, Hermès Gold Founder Gautier and other internationally renowned designers, we have released a joint series to integrate Chinese charm into the design, and export Chinese culture at home and abroad with a design full of oriental charm, thus breaking into the circle of international fashion professionals.
At the press conference, the Gauthier joint series was reproduced
Thanks to years of brand marketing precipitation, Bosideng's brand power continues to improve. In 2009, Bosideng was selected as the "National Business Card" by the China Brand Research Institute; and in the "2021 Top 50 Most Valuable Apparel Brands in the World" list released by Brand Finance, an authoritative agency for brand value evaluation, Bosideng was selected for the first time, and together with Moncler, it became the only two down jacket brands.
03
Continue to practice the ESG concept and establish a public image
In the past two years, the new crown epidemic has spread around the world, the economies of all countries have suffered different degrees of impact, and uncertainty in all walks of life has increased day by day. This global crisis has also forced people to pause and think that in addition to economic development, they also need to look at issues. As a result, the ESG concept of emphasizing sustainable development has begun to become a global consensus.
While the performance, brand power and other indicators have grown in an all-round way, Bosideng has not ignored social responsibility.
As early as 1999, Gao Kangde, the founder of Bosideng, invested 120 million yuan in his personal name to build the country's top ten well-off villages - Kangbo Village, and actively promoted local economic and social development.
At the same time, Bosideng also continued to donate materials and funds to help many parts of the country get rid of poverty, and donated tens of thousands of pieces of cold clothing to the deep poverty areas in the west every year. So far, Bosideng's public welfare footprint has spread across 29 provinces across the country, benefiting 1.192 million poor people.
Not only that, whenever there is a public disaster in society, Bosideng also comes forward again and again. For example, in the 2008 southern snow disaster, the 2013 Ya'an earthquake, the 2014 Ludian earthquake, and the 2020 new crown epidemic, Bosideng all appeared in the list of disaster relief companies.
In addition, Bosideng also established the Bosideng Fund to cover the global scope of public welfare, with a total donation of more than 1.2 billion yuan over the years.
The consistent charity action is precisely the testimony of Bosideng's leading social responsibility. An enterprise that has grown up in the tide of the times, but also regards giving back to the society as its own responsibility, there is no doubt that this virtuous circle is also the embodiment of an ESG concept, which is worthy of our admiration and encouragement.
Write at the end
Due to the impact of the epidemic and the increased uncertainty of the international situation, the transformation of new and old kinetic energy of economic development and high-quality development have become the general trend, China has formulated a domestic and international dual-cycle development strategy, and written scientific and technological innovation and enhancing the competitiveness of independent brands into the 14th Five-Year Plan.
In the past 45 years, through scientific and technological innovation, brand building and ESG concept practice, Bosideng has continued to provide high-quality down jackets for consumers in China and more than 70 countries around the world, and thus established a wide moat, becoming the world's leading brand, and opening up a development path for the rise of the national brand.
With the continuous improvement of the Chinese people's sense of identity with domestic products, the further strengthening of China's scientific and technological innovation capabilities, and the sharing of such successful experiences as Bosideng, in the near future, China is bound to give birth to more world-leading brands. And we have reason to believe that Bosideng, which has been at the forefront of the times, will inevitably integrate the soul of leadership into the blood of the brand, which is not only the leading of the enterprise, but also the leading of national strength and national self-confidence!
*The above does not constitute investment advice and does not represent the views of Wall Street Insights, please make independent judgment and decision-making.