Dear netizens, welcome to the interview column People's Meeting Hall on People's Daily Online.

　　

At present, China's economy has shifted from a stage of rapid growth to a stage of high-quality development. Under the background of the new era, how can China's garment industry polish its core competitiveness, seize new opportunities for consumption upgrading, realize its own development, and boost high-quality development of the industry? Today, we have invited Gao Dekang, the founder of Bosiden and chairman and president of Bosiden Group.

Hello, everyone.

Speaking of Bosiden, we all know that it is a company focusing on the production and sales of down jackets, but what is the specific business orientation, can you tell our netizens about it?

Our Bosiden Group was founded in 1976. It has been 48 years since this year. We started our business from 8 sewing machines. With the pace of national reform and opening up, we grasped the general trend, seized the opportunities, and took advantage of the situation to develop into a world-famous brand down jacket enterprise. We adhere to the real economy, focus on the core business of down jacket, and adhere to brand leadership, innovation driven, and responsibility first.

From the end of last year to the eve of the National Two Sessions this year, a series of important meetings such as the Central Economic Work Conference were held one after another. The Central Government made arrangements for economic and social development. High quality development is our key word. How do you understand the high-quality development of China's clothing industry? What do you think of this?

High quality development is the primary task of building a socialist modern country in an all-round way. After decades of development, China's textile and garment industry has entered a new stage of high-quality development. Under the guidance of the concept of high-quality development, consumers' demand for high-quality, high-performance, high value-added, green and environmentally friendly brand clothing products continues to grow. We believe that it is inevitable for the industry to achieve high-quality development by constantly improving its scientific and technological innovation ability, fashion creation ability and sustainable development ability, and building a modern textile industry system in the direction of high-end, integration, intelligence and green. It is believed that in the future, China's textile and clothing industry will emerge more high-quality brands on the basis of rich varieties and improved quality, jointly promote the development of the whole industry towards clustering, branding and high-end, and have more say in the middle and high-end of the global value chain. As an enterprise in our industry, we must take consumer demand as the core, brand as the guide, innovation as the driving force, continue to consolidate core competitiveness, and create value for people's better life with higher quality products and services.

High quality development is a very distinctive theme of China's economic development in the new era. Did Bosiden encounter some challenges in the process of pursuing high-quality development? What challenges have you encountered? How to overcome these challenges?

Since the beginning of this year, China's economy has made a bright start, and the domestic demand market has burst into consumption vitality, which has the blessing of multiple favorable factors such as consumption expansion and quality improvement, independent innovation ability enhancement, and cultural self-confidence and self-improvement. However, the instability, uncertainty and unpredictable factors of the external environment have also increased significantly. It can be said that the development, difficulties and challenges of enterprises are always there. What we need to do is to do a good job of ourselves, constantly innovate, constantly surpass, and become better ourselves.

For Bosiden, it is the most important to strengthen its core business. In fact, there are opportunities in the market at any time. What is difficult is to keep your heart, make choices, decide what not to do, accurately position your ability circle, and focus and refocus the limited high-quality resources.

When we are building a world leading brand, our national government has also introduced a series of relevant policies and measures to support the development of private economy. How do we make corresponding contributions to social and economic development while enjoying these policy dividends?

The development of private enterprises is inseparable from the sustainable and reliable policy environment and solid guarantee provided by the government for enterprises. Over the past few years, we have also personally felt that the party and the state attach importance to private enterprises and private economy, as well as the firm determination and powerful measures to activate the vitality of market players.

Today, promoting common prosperity and shouldering social responsibility is the era value and historical mission entrusted to private enterprises. At the beginning of its establishment, Bosiden took "Warming the World" as its original mission, integrating its responsibility for employees, industry, environment and society into its corporate strategy and development practice. We say that to be an enterprise must be profitable, but in the end, it cannot only be profitable. If an enterprise wants to make a lasting success, it must be "mission driven" rather than "profit driven". It must be committed to creating value for customers, partners, employees, society and people's good lives.

For example, in terms of charity and public welfare, after the earthquake in Gansu last year, we immediately transferred 20 million yuan of high-quality down jackets from the whole country, and immediately shipped them to the disaster area, so as to provide the people and rescue workers in the disaster area with the warmth and care of Bosideng people in a timely manner. We Bosiden have always insisted on "warming people with products and warming hearts with charity". Over the years, we have donated more than 1.4 billion yuan to the society.

　　

For example, Bosideng has been in the forefront of rural revitalization. I was born in a rural area. When I was a child, my family was very difficult. Bosideng started his business in Kangbo Village, a small village in Changshu. So in the 1980s, after the enterprise had a little development, we paid pensions to the elderly in the village every year, and have persisted until now. In 1999, after I was elected the secretary of the village party branch, I personally invested 130 million yuan to build Kangbo Village. I believe that our enterprise development must be active, active and effective in promoting common prosperity.

I can clearly feel that President Gao's sense of social responsibility is very strong, and the heavy responsibility lies on his shoulders. He has never relaxed. In addition to social responsibility, environmental protection and sustainable development have become global issues. How does Bosiden realize the concept of green and sustainable development in product production and supply chain management?

Guided by the UN's sustainable development goals and China's "double carbon" goals, sustainable fashion is not only a trend, but also the only future of the fashion industry. As a leading enterprise in the industry, Bosiden has the responsibility and obligation to take the initiative to assume the responsibility of environmental governance, achieve sustainable fashion change, and make contributions to actively respond to global climate change.

We put forward Bosiden's concept of "sustainable fashion", closely combined our business capabilities with the "dual carbon" strategy, and promoted the quantification of carbon emissions and carbon target assessment, and built a green factory and green supply chain for environmental protection raw materials, green design, intelligent manufacturing, energy conservation and consumption reduction, pollution reduction, green logistics and storage, waste management and packaging material control, Gradually realize full coverage of green management. We also set a long-term goal of increasing the proportion of environmentally friendly products by 10% - 20% every year, strengthen the innovative research and development of light and warm down jackets, increase the application of new environmentally friendly fabrics, and provide consumers with healthier and greener products.

We actively play the role of industry leader, participate in the official side meeting of the UN Sustainable Development Goals Summit, release the research report on high-quality low-carbon transformation of the down jacket industry, promote and share advanced experience in the industry, and advocate environmental compliance, energy conservation and carbon reduction, promote green development, and create a sustainable industrial ecology for cooperative suppliers, processing plants, and consumers, Mingsheng's ESG rating was awarded Grade A, which is also the best rating for Chinese textile and clothing enterprises. In the future, we will actively embrace the trend of sustainable development, constantly seek to meet higher ESG requirements, and promote green and low-carbon development of the industrial chain.

Thank you very much for your sharing, which is very detailed and wonderful. The revenue of Bosiden Group has been growing continuously. As an old brand enterprise with a history of more than 40 years, how can it maintain such a strong growth momentum in the clothing industry in the face of such fierce competition and let the world see the power of Chinese brands? How does Bosiden achieve lasting success and improve its international competitiveness?

Bosiden can continue to grow steadily in the fierce competition in the clothing industry, the most fundamental is that we always grow together with the consumers of the times and create value for customers. Brand management is the feeling of consumers. The brand should not only have a profound historical background, but also need to focus on consumers. With the development of society and the change of consumer values, the brand should constantly iterate, innovate and change, and keep pace with the times to give new vitality to the brand. Over the past few years, we have returned to our original entrepreneurial spirit, stood at a high place, led by brands, positioned our brands with a global perspective, and reshaped our brand power, product power, and retail power.

In terms of brand, first of all, we will continue to build brand potential by participating in New York Fashion Week, Milan Fashion Week, London Fashion Week, China Brand Day and other national brand activities; Second, based on brand genes and consumer insights, we constantly innovate the way of dialogue with consumers of the times, strengthen the link with consumers, and win the recognition and favor of mainstream consumers of the times.

In terms of products, we focus on the two dimensions of "fashion innovation" and "functional innovation", benchmark with international first-line brands, integrate global innovation resources, extend consumption scenarios, broaden category boundaries, and create products and services with a higher sense of value and experience. For example, in terms of fashion innovation, we have co branded series with internationally renowned designers and artists to lead the fashion trend of young people. We pioneered windbreaker down jacket and a new generation of lightweight down jacket, breaking the boundaries of traditional down jacket categories and opening up a new category space for the entire industry. In terms of functional innovation, we have built a functional system of "technology, warmth, protection, and environmental protection", and developed new categories such as climbing series, high-end outdoor, skiing, and extreme cold. We also launched the "high goose down three in one rush jacket down jacket", which is windproof and waterproof while maintaining comfort and breathability. One coat three suits different climatic conditions, meeting consumers' needs for more outdoor scenes. Therefore, I believe that only with innovative product power can we have strong brand power. In the future, we will also continue to explore and innovate in the innovation of down jacket categories, and explore the space for market increment through category innovation. At the same time, it will increase the investment of special funds in scientific and technological innovation and research and development, build core competence with scientific and technological innovation, and create new demand with high-quality supply.

The third is the upgrading of retail. We have put forward the goal of "improving the efficiency of single store operation" with consumers as the center, breaking the traditional online and offline boundaries of retail, upgrading the ability of global retail, and driving the compound growth of performance. In terms of offline channels, we comprehensively optimized the channel quality, channel structure, channel layout, accelerated the iteration of terminal store image, and moved to the mainstream channel of the times. In terms of online retail, we have vigorously consolidated e-commerce platforms such as Tmall, JD, Vipshop, and social media such as Tiaoyin and Xiaohongshu, established closer ties with young people, enhanced the brand's youth and vitality, and increased the proportion of online sales. We are also actively exploring a new retail operation mode across the region, breaking the platform thinking, turning to brand thinking and user thinking, using digital technology to open up the "people, goods, and markets" of retail across the region, and "commodity integration, member integration" online and offline, to achieve a breakthrough in omni channel retail.

In terms of digitalization, over the past few years, we have promoted digital change from the perspective of strategic long-term development. Focusing on consumer demand, we have integrated big data into key links such as enterprise design and research, procurement and manufacturing, warehousing and logistics, retail operations, and user services, so that our enterprise's operational efficiency, decision-making accuracy, collaboration efficiency, and talent efficiency have been greatly improved. Now we are promoting the application of digital landing to the whole process of enterprise operation and management. We believe that in the future driven by big data, artificial intelligence and algorithms, the importance of digital value is self-evident. Our digitalization will be a continuous and iterative process. Through the integration of digital technology and business, we will truly enable enterprises to achieve higher quality operations. In addition, more importantly, the integration of digital technology and the industry is deepening, which is promoting the improvement of quality and efficiency of the textile industry chain and supply chain, bringing about the renewal of business types and value extension. We will give full play to our role as "chain owner" enterprises, drive and support small and medium-sized enterprises in the upstream and downstream of the industrial chain to accelerate digital transformation, help promote the upgrading of the industrial chain, high-end extension of the value chain, and help build a modern industrial system.

President Gao, you have just made a good summary in terms of brands and products. If you look forward to the future, how do you think China's clothing industry should expand its brands, polish its brands, take on all kinds of key challenges in the process of industrial development, achieve from following to leading, and win competitive advantages around the world?

Now, more and more Chinese enterprises and Chinese brands recognize the importance of brand building. At the same time, more and more young consumers trust and choose Chinese brands. I believe that in the future, more excellent Chinese brands will be recognized and selected by global consumers, and a number of world-class enterprises and global leading brands with international competitiveness will emerge.

We believe that the inevitable trend of the transformation of China's economy to high-quality growth will not change, and the inevitable trend of the upward layout and growth of China's own brands will not change. The key for China's clothing industry to "make a big Chinese brand and shine its name card" is innovation. Innovation is the first driving force for development. We should continue to enrich the market's product supply and improve the quality of products and services through brand upgrading, product innovation, model innovation, digital technology innovation, etc, To meet everyone's needs and expectations for a better life.

For our enterprise itself, what we need to do is to be good at ourselves, constantly innovate, constantly surpass, and become better ourselves. No matter how the external environment changes, we will firmly develop confidence, stick to industry, strengthen the core business of down jacket, strengthen the core competitiveness and development toughness of the brand, write the development chapter of "world down jacket, China Bosiden, leading the new trend", create value for customers and create value for a better life.

After listening to Mr. Gao's answer, we can clearly feel that Bosiden is based on the new development pattern, adheres to quality inheritance and innovation, keeps the growth of enterprises synchronized with consumer demand, and constantly polish China's independent clothing brands in the practical exploration of stability and progress. This is not only Bosideng's attempt to seek development, but also the key to the transformation, upgrading and high-quality development of private economy in the new era. Thank you again, Mr. Gao, for being a guest of this program. See you next time.