Lack Of Brand To Restrict Local Cashmere Enterprises To Break Through

At present, China's cashmere resources occupy a monopoly position in the world. However, due to the lack of brand, Chinese enterprises export cheap cashmere resources every year or produce OEM for foreign companies, paying the ecological cost at the same time, earning only a small amount of commission fees, becoming the "raw material base" and "the first workshop" of the foreign countries.

Experts at the conference said that China's cashmere industry is far from enough to monopolize resources and to innovate in technology, so it is urgent to create its own brand.

China is the largest cashmere producer and exporter in the world. It is highly concentrated on the world's cashmere resources, and it can be described as "the hometown of soft gold".

According to statistics, China's more than 2000 cashmere enterprises actually control 93% of cashmere raw materials in the world, and develop downstream enterprises of printing, dyeing, spinning, weaving and other kinds of finished products, forming a complete cashmere industry chain.

However, due to the weak position of Chinese cashmere brand in the international market, the value of Chinese cashmere products has not yet been reflected, and "soft gold" is far from its own value.

At present, more than 3/4 of the world's cashmere consumption market is produced in China. The cashmere industry in China occupies an extremely important position in the world.

In fact, due to special geographical resources and long-term artificial selection, Chinese cashmere fiber is long, glossy and soft, and its quality is obviously better than that of foreign cashmere.

From January 2007 to August, the export value of Chinese cashmere and its products was valued at US $917 million.

At present, China has famous brands of cashmere products, such as Ordos, deer king, Tianshan and snow velvet, but seldom appears in the high-end consumer market of cashmere.

Erdos Group, the largest producer of cashmere in China, has been trying to build its own brand abroad for decades. But in last year's exports, its own brand accounted for only about 10%, and the rest were sold by world famous clothing sellers.

The proportion of independent brand export products of other enterprises in China is also at a low level.

To solve this problem, we must promote the pformation of the growth mode of China's cashmere industry and create a famous brand of cashmere.

According to its introduction, in December 2002, the Ministry of science and technology, the Inner Mongolia science and technology department and the Ordos Group invested three yuan in 61 million yuan, and established the national cashmere products engineering technology research center in Ordos group.

In recent years, Ordos group has developed more than 50 kinds of new materials and new products of cashmere, and has designed more than 300 kinds of new cashmere clothes and accessories and more than 2000 series of flower colors. At present, most of them have entered the stage of industrialization or experiment.

At present, most of China's cashmere production enterprises are labor-intensive enterprises which rely on processing fees instead of high technology and intensive enterprises.

Wang Linxiang, CEO of Ordos group thinks.

Chen Tao believes that cashmere products must have an accurate brand positioning, and consumers should be told that cashmere products are a luxury that can be consumed. Cashmere products can comfortably enjoy a high quality of life. Cashmere products are also very fashionable, and the functions of cashmere products are varied.

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