Through continuous reform and innovation, Chinese down jacket manufacturer Bosideng has overcome numerous challenges throughout its history and grown into a globally recognized giant in the clothing industry.
Gao Dekang, founder and chairman of Bosideng, shared the company's journey from a small sewing workshop in east China's Jiangsu Province to a multinational brand with a significant global footprint.
Gao started his business in 1976, when he set up a sewing group with eight sewing machines and 11 people. He then transformed the sewing workshop into a garment factory and began processing materials for enterprises in Suzhou and Shanghai.
In 1994, Bosideng faced its first major survival crisis. After performing well in the east China market, Gao decided to expand into north China. However, he did not expect that during the entire winter, only 80,000 of the 230,000 down jackets produced would be sold, leaving more than 20 million yuan (about 2.8 million US dollars) worth of inventory piled up in the warehouse.
Gao identified the problem and moved quickly to make changes. On one hand, he made down jackets as light, thin, and fashionable as possible. On the other, he introduced bold innovations in sales strategies. In the summer of 1995, Bosideng launched its first off-season sale in Wangfujing, Beijing. Selling down jackets in summer -- a decision many thought was incredible at the time -- unexpectedly became the key to Bosideng's turnaround.
"It was a big success, producing 680,000 units and selling 620,000, a sales volume increase of nearly eight times. The biggest lesson I learned from this crisis is innovation. Without the lessons learned, there would be no Bosideng today," he said.
The strong consumption power of the Chinese market not only nurtured Bosideng, but also attracted global competitors. As overseas high-end down jacket brands entered the Chinese market one after another -- combined with the rapid rise of e-commerce and fast fashion -- Bosideng lost its leading position in the industry. By 2016, the company’s revenue had fallen by nearly 40 percent from its peak.
"The Bosideng brand was aging and had become a 'down jacket for parents.' At that time, I went to the market and saw that few young people bought our clothes, and those who did were buying for their parents. The brand was out of touch with the mainstream consumer groups of the time, which was the biggest danger. Under such circumstances, we began to reform and make changes," Gao said.
Since 2018, Bosideng has attended fashion weeks in New York, Milan, and London, and has collaborated with internationally renowned designers to create more fashionable designs that appeal to younger consumers.
Gao also increased investment in technological innovation, working with China's mature textile industry chain, both upstream and downstream, to upgrade production lines with digital technology, continuously improve clothing performance, and enhance operational efficiency. In the 2023-2024 fiscal year, Bosideng's revenue exceeded 20 billion yuan (about 2.8 billion US dollars), achieving growth for seven consecutive years.
"This workshop was renovated and upgraded in September last year, and the automation rate of key links reached over 90 percent. Through digitalization and intelligence, we can ensure that best-selling items are not out of stock during the peak season and that slow-selling items are produced less," he said while introducing one of the company’s workshops.
Gao attributed Bosideng's greatest development opportunity to the dynamic and resilient Chinese market.
He said that the times have made his generation of entrepreneurs successful. Today, the textile and garment industry has become one of fashion and creativity, and one driven by scientific and technological innovation. The continuous emergence of new technologies, designs, and materials is comprehensively enhancing the global competitiveness and influence of Chinese textile and garment brands, enabling them to adapt to new market changes and risks.
"It has been 49 years since we started our business. The market changes every year, and new challenges and crises can arise at any time. We always strive to maintain a sense of crisis and urgency. Every day, I think about how to do better, to constantly surpass myself. Surpassing others isn't true progress; the real achievement is surpassing who I was before," said Gao.
Bosideng founder shares journey from sewing workshop to global household name
