To Create Cashmere Independent Brand, Soft Gold Can Sell Gold Price.

The lack of "made in China" independent brand is no news.

However, the international experience of Chinese cashmere products, known as "soft gold" and "fiber diamond", is still shocking.

In July 31st, China's food and animal products import and Export Chamber of Commerce and other 5 "country name" units held the cashmere mainstream brand summit in Nanjing, and the message from the forum was thought-provoking.

China's cashmere resources occupy a global monopoly position. More than 2000 cashmere production enterprises actually control 93% of cashmere raw materials in the world, about 40000000 cashmere sweaters per year, and the output accounts for more than 75% of the world's cashmere sweaters.

However, in 2007, the average price of each Chinese cashmere sweater was only 30.58 US dollars, equivalent to only 200 yuan.

What makes us keep monopoly resources and sell cashmere products at a low price?

Experts at the conference generally believe that the lack of brand is a fatal injury.

Export enterprises of cashmere products are "unsung heroes".

In the international market, a considerable portion of Chinese cashmere products can only linger on the low end. Although there are many Chinese products in the high-end market, most of them go to the international market with OEM status.

Authoritative statistics show that less than 10% of Chinese cashmere products are exported to China.

And once the foreign sellers have posted their own brands, the selling price will increase several times or even tens of times.

It should be said that cashmere as the top natural textile raw material, encountered in the international market, has no lack of sample significance for China's export of textile and clothing and even "made in China".

"Brand is not only a reliable product quality, but also a cultural support, brand management, which are not encountered in the past."

Chen Tao, chairman of China National Snow Lotus group, said frankly.

As a trademark of the cashmere industry in China, Zhang Zhicheng, CEO of the Erdos Cashmere Group, combed out various external constraints of cashmere brand: the industry did not form a cohesive force to resist the price negotiations of international buyers, single product, homogenization competition and so on.

To build an independent brand, there must be a correct path.

Yang Dayun, President of Greater China, UTA Fashion Management Group, is a weapon for Chinese Enterprises: to build a strong brand, to have reliable quality, to use technological innovation and design skills to increase credibility, to create legendary stories, to create distinctive "character", to create a unique visual identity image and so on.

The social circles' understanding of "soft rib" of the brand is getting clearer and clearer.

At the summit, more than 50 enterprises in the conference introduced their own brand strategy practices and plans, and industry organizations and intermediary structures also pushed enterprises to brand.

Last year, the cashmere Council held the first China Beijing international cashmere fair, which aroused great repercussions at home and abroad. The Trade Fair will become a professional platform for a year.

Although the road of brand is far away, good beginning is still worth our expectation for the future.