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Analysis Of Competitiveness Of Ordos Group

2008/7/18 16:15:00 26

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Our Ordos have shouldered the important task of history, that is to make the Chinese famous brand "Ordos" become the world famous brand tomorrow.

This will make every "Ordos" have a great spiritual strength, a scientific attitude towards the international first-class standards, and a great momentum to march into the new century.

I believe our goal can be achieved.

28 years ago, Ike Zhao League (now Ordos) cashmere sweater factory was put into operation.

The small plant with a total investment of 33 million 550 thousand yuan started on the Erdos Plateau with a very weak industrial foundation. After 28 years of rapid development, it has grown into a large modern enterprise group.

With the ambition of the entrepreneur to rewrite the history of Chinese cashmere development, the local cashmere resources are used to produce cashmere products, thus completely ending the history of Chinese cashmere without deep processing and becoming a banner of the new China cashmere industry.

Insiders described Ordos's pioneering work as "a spectacular sunrise in China's cashmere industry".

Brand strategy to create a world famous brand

Brand strategy is the outline and master of enterprise brand management, and is the premise and guarantee for enterprises to achieve sustainable development.

Over the years, it is precisely because of persistent efforts to implement the brand strategy, only to achieve the "Ordos" China's textile industry and even the first brand of textile and garment industry.

For a long time, the international trade in cashmere products is basically dominated by foreign brands. Only 2% of Chinese enterprises own brands. Most of the export of cashmere products is processing trade or OEM based order trade.

As a leading enterprise in China's cashmere industry, Ordos group, with strong material control advantages, stable product quality, strong technical strength and good international business reputation, is committed to pursuing the goal of "warming the whole world", steadily promoting the process of brand internationalization, and always adhering to the marketing strategy of combining order trade with independent brand.

After more than 20 years' efforts, Ordos has grown from a single cashmere product supplier to an international brand that occupies a place in the international cashmere market. It has completely ended the history of westerners' monopolization of the world's cashmere market for 180 years.

After nearly thirty years of development, the Ordos group has made the cashmere industry the first in the world, and has achieved the famous "Ordos" Chinese famous brand.

At present, Erdos has the largest domestic sales network in China's cashmere industry, and the marketing service points cover the large and medium-sized cities above the county level.

The group has 116 sales companies, 31 logistics centers and more than 3000 business outlets throughout the country, forming a marketing network pattern of flagship stores, shopping malls, franchised stores and self operated stores.

From the early cashmere "Ordos" one brand multi product strategic mode, it has developed to the brand strategy mode of "Erdos" cashmere garments as the main brand and non cashmere garments as the sub brands, including cashmere garments, sweaters, men's wear, women's wear, underwear, fur, feather clothing, home textiles, etc.

In 2008, "Ordos" continued to occupy the first brand of China's textile and garment industry with the brand value of 15 billion 67 million yuan.

Brand internationalization strategy is the ultimate goal of group brand strategy.

The group has set up 7 international sales companies and 26 direct selling stores in Losangeles, Tokyo, London, Moscow, Cologne, Milan and Hongkong. Its products are exported to more than 30 countries and regions such as the United States, European Union, Japan and so on. After years of development, Ordos group has registered trademark in 44 international countries and regions, becoming the largest wholesaler of cashmere products in the world, and has established a relatively perfect international marketing and service system.

The company has established a long-term and stable business relationship with the largest department stores in Europe and the United States. It has been awarded the best five-star Award for nine consecutive years by the largest US Department store chain Midea Company.

Ordos group will make full use of the two platforms of domestic sales and export, vigorously open up the international market of "Ordos" brand, carry out global operation, and realize the leap of "Ordos" brand from China's famous brand to world famous brand.

At present, the mainstream market of cashmere products is the United States and Japan. The group will conduct a comprehensive deployment of cashmere products in the traditional markets of Western Europe, Eastern Europe, South Korea and Australia, integrate the marketing structure, establish the framework of the greater European region and Asia and the Americas, realize the global sales of Erdos cashmere products, expand the market share of free brands, and establish and develop the international sales market of non cashmere clothing products.

In 2007, the group made full use of the brand value, market channel and brand effect that had been formed in the cashmere industry, and vigorously opened up the domestic and international markets of "Ordos" brand, rapidly and steadily built the brand image of the top products of Erdos cashmere, promoted the brand value and cultural connotation of Erdos, and launched the top brand of Erdos "1436" cashmere.

The "1436" is the cashmere fiber with the fineness of the world with a fineness of less than 14.5 m and a length of 36mm or more. The top design and exquisite workmanship constitute the top quality of Ordos' 1436 'products.

Its quality is similar to the famous international cashmere brand of Italy, such as Lao Luo Yi Na, England Dawson and American apple.

Technological innovation leads the development trend of cashmere in the world

Over the years, Ordos group has been making technological innovation as an inexhaustible driving force for enterprise development. The average annual technological innovation cost of the group has accounted for more than 5% of the sales revenue of the year, and technological innovation and