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Gao Xiaodong, General Manager Of Bosteng Menswear: Steering The New Hope With International Vision.

2014/5/29 9:17:00 44

Bosideng Menswear General Manager Gao Xiaodong

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The 2014 Jiangnan international fashion week in Changshu, less than P May, is coming. This year's "a target=" _blank "href=" //m.pmae.cn/ "clothing" /a "week" is different from previous years. It will introduce a unique "leisure" culture and the first "China leisure wear industry annual figure" Jiangnan weaving Awards Presentation Ceremony. Standing in the highest honor Hall of leisure fashion industry, the industry elite of leisure wear industry are passing the value and modeling the industry with the power of "example". 
After several rounds of invitation, we finally visited the winner of the "Chinese casual wear industry", one of the winners of the "Chinese casual wear industry", Mr. Gao Xiaodong, vice president of Bosideng International Holdings Limited and general manager of Bosteng menswear. Gao Xiaodong, Gao Dekang's eldest son, has passed through the years of Gao Xiaodong, calm and persistent. In addition to the operation of Bosteng men's clothing, he has now formed a new pattern across two or three industries, which continues the new brilliance of Bosideng. 
At the appointed time, Gao Xiaodong appeared in the exclusive interview room. We shook hands, a dark blue lattice leisure suit, a light blue shirt in spring and summer. The fine texture of fabric and the design of self cultivation set off his temperament perfectly, elegant, low-key, very cordial and easy-going. P 
At the beginning of the P interview, he sat on the sofa, straightened up, holding his hands together, a little stiff. But soon, the topic of Bosteng menswear relaxed him. He leaned back on his chair, his expression gradually relaxed and his mouth slightly raised. He talked about why he insisted on his own brand in the British market, and spoke of his reverence and gratitude for his father. From him, he reveals the low and restrained temperament of Jiangnan entrepreneurs, the calm and persistent tension. 
 international vision, self-reliance and good character, and good family education created Gao Xiaodong's choice yesterday, today's achievements and the pursuit of tomorrow. Bosteng men's clothing seems to be the first shot of the new generation of leisure clothing industry at the helm of the international arena. It is like a passionate charge in the Chinese garment industry with overcapacity and urgent need of spanformation, reshaping the confidence of the industry: pioneering, flexible, open and inclusive. When new blood is injected, we feel the successful gene that Jiangnan entrepreneurs have never lost. 
Below P, let's go into Boston and returnees, who are young and handsome. 
 dialogue Gao Xiaodong .
 reporter: as a "returnee", what kind of experience do you think this experience of going abroad has brought to you? 
Gao Xiaodong: more than five years of studying abroad, I fully appreciate the social life and relatively perfect market environment in Europe and America, and have a deeper understanding of the operation of foreign enterprises and brands. This experience has also helped me to create and manage Bosteng men's brand in the future, and has also become an important condition for me to expand and extend strategic participants and practitioners as Bosideng brand. 
P: reporter: we know that you are faced with a major life choice after returning home. Why did you not choose to enter the management of Bosideng at that time, but first created the Bosteng menswear? 
 Gao Xiaodong: Bosteng men's clothing is the need for Bosideng brand expansion, but for me, it is the starting point of business. 
I returned to China in 2003, P. I thought at that time it was comforting to have a cool ride on my father's Bosideng tree, but his achievements and abilities would never be seen. It is only like a father who starts his own business and understands the difficulties and risks of entrepreneurship. Only through his own efforts can he manage a business in an all-round way. 
 I think business casual men's wear is a very good entry point. At that time, there was not a real menswear brand in China that could be ranked in the international market. So I set up Bosteng men's clothes with this dream and enthusiasm. 
 reporter: once in Beijing international dress < a target= "_blank" href= "//m.pmae.cn/" > dress < /a > exposition, Bosideng men's clothing is looked upon by British merchants, guests want to affix their brand, but you insist on their own brand, and what is the outcome of the negotiation afterwards? What inspiration does this experience have for you? 
 Gao Xiaodong: from the very beginning, my father dreamed of making Bosideng an international clothing brand that was sold all over the world. This dream has naturally become the goal of my career. British merchants originally wanted Bosteng men to help them make pure foreign trade OEM processing, which is obviously not consistent with the brand strategy of Bosideng. From "made in China" to "Chinese brand", internationalization is the only way. China produces so many garments in one year, but internationally, it has been unknown from a brand perspective. Finally, Bosideng men's clothing and British merchants reached a successful cooperation, and successfully entered the British market with their own brands. 
 now, I recall that it was the dream and belief of "Chinese brand" and "world famous brand" at that time. After that, Bosten men's series opened a flagship store in London, opened a fashion experience store in New York, and appeared in New York fashion week. In the wake of the great stir of the industry, I deeply realized that only the international brand can enjoy greater resource allocation advantages, and the brand market space limited by the regional market will be further compressed. 
 reporter: what do you think of the current situation of China's clothing industry? What do you think of the casual wear industry? 
 Gao Xiaodong: at present, China's clothing industry needs to face the challenging macro-economic and competitive environment. At present, the garment industry and the whole retail industry are undergoing tremendous changes. It is urgent to understand the needs of consumers, establish an effective platform for promotion and retail business, and build a brand with unique and strong DNA. Next, the clothing brand structure will be clearer, and the low level of high school will gradually become clear. The market segmentation will bring better market to < a target= "_blank" href= "//m.pmae.cn/" > brand clothing < /a >. 
 the current clothing market, leisure wear industry is becoming better and better, and leisure products become the trend and growth point of clothing consumption. Bosteng men's successful spanformation last year, advocating modern business culture and leisure life attitude, coincides with this leisure culture. 
For the brand, on the one hand, the market segmentation brings new opportunities to brand clothing. The change of Bosideng men's style positioning from business men's clothing to business travel and leisure is precisely to seize the opportunity and the weathervane of China's clothing industry in the future, and go deep into the market to provide consumers with more intimate products and services; on the other hand, with the arrival of the era of electric business and mobile Internet, we must change the traditional business thinking mode, give full play to the advantages of traditional and new electricity providers, respond to the needs of consumers quickly, and realize the integration of O2O online and offline, so as to achieve a new breakthrough in the era of big data. 
 reporter: according to the current situation of the clothing industry, what do you think of the difference between the new generation of entrepreneurs and the older generation of entrepreneurs? What are the differences in brand management? 
 Gao Xiaodong: the success of the parents' entrepreneurs has a strong brand of the times, and the pioneering process is very difficult. In the relatively closed competition, they relied on more efforts to fight alone and fight for themselves. 
 however, faced with the development trend of information technology and the more severe market environment, our generation is more willing to communicate with peers, share resources, create more humanized products and higher added value for customers with cooperative and collaborative mode and innovative management. 
 reporter: what is your father's influence on you? What do you think of the label "rich two generation"? {page_break} 
 Gao Xiaodong: everything my father gave me gave me more resources than others. Standing on the shoulders of giants can surely see higher and farther, but you also have to shoulder greater responsibilities and public more critical eyes. 
 from my father, I can see the entrepreneurial spirit of "parents who are not afraid of difficulties, fear of wrongdoing, self-improvement, innovation, pursuit of excellence, and contention for the first". These twenty-four words have also been the criteria I have always observed in my work and life. 
I am not willing to accept the two generation of P. It is a kind of responsibility and pressure for me. We should rationally understand the origin and continuity of this sense of superiority. "Inheritance" is necessary. "Development" is the responsibility and feedback for our father and society. 
 reporter: what kind of culture do you think Jiangnan culture is like? As a clothing brand located in the south of the Yangtze River, what are the unique spiritual characteristics of the entrepreneurs here? 
 Gao Xiaodong: the culture of the south of the Yangtze River with deep cultural background is the most exquisite classical way of life in Chinese history. This unique regional culture, both in terms of life style and aesthetic attitude, embodies a delicate aesthetic feeling, and spancends thrift and luxury comfort, and also creates a low-key and restrained humanistic temperament in the south of the Yangtze River. 
 the more national and regional culture, the more we can go to the world. As a clothing brand in the south of the Yangtze River, I see a kind of entrepreneurial spirit of "Jiangnan Jiangnan" which is "low-key, pragmatic, steady and restrained, innovative and changing, and international vision".