Ningxia Saint Snow Velvet: The Brand Of Flower Irrigation

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Because of its strong sense of brand creation, early start and quick action, Saint snow velvet has become a household name in China since the 90s of last century.

Recently, the reporter interviewed Ceng Weihe, general manager of Ningxia St. snow velvet International Enterprise Group Co., Ltd.

Brand charm is enduring.

"From the export of cashmere raw materials to the processing of cashmere products, deep processing and high value-added products export, from OEM export to independent brand domestic sales, and then from domestic brand to export brand, the brand of Saint snow velvet has enriched the general course of development of cashmere enterprises in China."

Zeng Wei told reporters that in recent years, through the strategic adjustment, Saint snow velvet group has made the main business more prominent, the property rights become clearer, the products are more competitive, the organizational structure of enterprises is more reasonable, and the quality of assets has been greatly improved.

In 2009, the group's total assets were 539 million yuan and sales income was 392 million yuan.

At the end of August 2009, the STYL international clothing and fabrics exhibition was held in Brno, Czech. A beautiful cashmere coat with a value of more than 20 thousand yuan was placed on the snow velvet stand. The president of Czech could not help it, so the snow velvet was presented to the president's wife.

This incident has aroused strong repercussions in the locality, and many enterprises and investors have had strong interest in cashmere products in Ningxia, China. More than 10 enterprises have produced the intention to cooperate with Saint snow cashmere.

This incident has once again aroused people's concern about the "old" brand of Saint snow velvet.

Starting in 1993 and creating a brand in 1995, although it has been through years of trials and hardships, the charm of the sacred snow velvet brand is still brilliant.

At present, St. snow velvet company has more than 200 sales outlets in China, forming a marketing network pattern with self organised stores, franchised stores and special shops. The products are sold well in China and exported to more than 30 countries and regions such as the United States, Japan, France and Italy.

In 2008, under the background of the global financial crisis, the number of cashmere apparel products sold by Saint snow group in two markets at home and abroad increased by 5% compared with the previous years. Domestic sales increased by 10% compared with previous years, and foreign exchange earned 30 million 100 thousand dollars. Cashmere sweater exports ranked the top three in China for many years.

Devote oneself to cultivating hundred years' brand

The goal of Saint snow velvet is to be a centenary brand.

This goal must not be short of quick success and instant benefit. It needs to be nurtured and paid silently and accumulated bit by bit.

Ceng Weihe said.

Because of its early start, it can be said that for a long time, the cashmere resources were distributed in Ningxia and its surrounding provinces.

Since the start of business in 1993, the St. snow velvet brand has taken into account the optimal allocation and rational utilization of goat resources in Ningxia.

When many cashmere enterprises are still worried about how to expand the scale of production, Saint snow velvet has begun to jump out of the circle of scale development, focusing on building brands and cultivating customers.

As a result, Saint snow cashmere company has formed a design team with Shanghai as the center and radiated metropolis such as Hongkong, Shenzhen and Beijing. The saint snow velvet brand has won the title of "China Fashion Culture Award", "the best women's clothing design", "the most fashionable brand" and "the top ten designers", and has gained popularity and influence in the industry rapidly.

All along, Saint snow velvet focuses on product quality and insists on technological innovation to drive product innovation and quality innovation.

The company has advanced spinning and computer clothing equipment imported from Germany, Italy and Japan, and produces 1 million 400 thousand cashmere sweaters annually.

In 1996, the saint snow velvet cashmere sweater was awarded the gold medal of the world goat conference. In 2002, it passed the ISO9001 international quality system certification and the ISO14001 international environmental management system certification. In 2009, the company passed the OHSMS18001 occupational health and safety management system certification.

The "sacred snow velvet" trademark is "China's well-known trademark" and "China's export brand".

"Cashmere" brand cashmere sweater has been selected as "China's famous brand product".

Explore the way to control the terminal

Zeng Wei told reporters that in addition to concerns about equipment technology, product quality and service quality, the most important thing in the current brand operation is the exploration of marketing mode.

The effective way to avoid disorderly competition is to develop differentiation.

The so-called differentiated competition not only refers to the product level, but also includes marketing methods and so on.

In traditional marketing, producers and consumers are a simple business relationship.

If we only stay at the level of product control, the controllability of the market is very low.

Ceng Weihe said that the problem that Saint snow velvet needs to consider in the face of the market is to combine the needs of local consumers, combine their own production advantages, and combine different regions to form their own differentiation advantages in product quality, variety development, design concept and marketing mode.

Ceng Weihe said that although this international financial crisis has little impact on China's cashmere industry, it has received valuable warning and education from it.

As a result, the company has made active market choices, gradually reducing foreign low-end customers, consolidating the middle end customers, and paying more attention to domestic growth, that is, refining the market, finding the right targets and broadening channels.

According to Ceng Weihe, at present, the export of self made brand of Saint snow velvet has accounted for 10%, and Saint snow velvet brand stores have been set up in France and Japan respectively.

In the process of brand promotion, Saint snow has increasingly strengthened the goal of developing marketing channels and controlling the initiative of terminals.

In the face of increasingly fierce market competition, Ceng Weihe expressed considerable calmness and insight: "the brand awareness of enterprises is growing at the moment. This is a good thing. I think, to build a hundred years brand, we need to pay silently, and we can't make quick gains and gains."