Our clients recently had the opportunity to tour the factory of Bosideng, a leading Chinese down apparel company. Founded in 1976, Bosideng has grown over the past four decades into a global leader in down jackets and cold weather apparel.
We began our visit at the Bosideng museum, which provided an overview of the brand’s journey and key innovations over the years. It was inspiring to see their growth from a small factory to a global powerhouse in down apparel.
Next, we toured two different production facilities to witness their automation and production processes firsthand. Their factories utilize advanced robotic cutting machines, conveyor systems, and automated sewing to drive efficiency and quality control. Throughout the highly automated factories it was demonstrated how Bosideng has optimized and streamlined their operations. As Bosideng has patented numerous techniques for precision filling and quilting the clients were able to see these complex machines in action such as filling jackets with down to exact specifications.
The highlight was an extensive Q&A session with Bosideng’s CIO. He provided invaluable strategic and technical insights into how the company innovates, leverages technology, and their vision for growth. For example, he discussed their use of data analysis to rapidly iterate and improve their product designs year after year and how it was also used to automate stocking of their retail stores.
One of the core tenants to Bosideng’s global success has been their focus on branding and marketing. They have carefully crafted a brand image that conveys high quality, fashionable winter apparel for the modern consumer. Bosideng reinforces this image through branded retail stores in prime locations that provide a premium shopping experience. Their brand is further amplified through collaborations with renowned designers to release high profile capsule collections. By sponsoring fashion events, outdoor activations, and social campaigns, Bosideng keeps their brand relevant and top of mind. The company understands the importance of branding to establish a reputation that supports sales. Bosideng’s strategic brand building over the decades has played an instrumental role in their rise to become a leading down apparel company worldwide.
However, this isn’t limited to just branding externally, in the production facilities, the Bosideng vision and branding was prominently displayed throughout to align and inspire employees. Many employees proudly wore Bosideng branded t-shirts.
For our clients, the visit provided an inside look at the operations and strategies that have made Bosideng a leader in their industry for over four decades. They gained key insights into upgrading production with automation, the importance of R&D and technology, and how impactful branding can motivate employees and attract customers. The visit helped inspire their vision for how they can also build globally successful Vietnamese apparel brands through similar focus on innovation and technology. If you are interested in similar business tours, please sign up to Intereras’ mailing list on our website or contact us for more information.