First, Do "Product" And Then Do "Card" &Nbsp; Cashmere Clothing Enterprises How To Improve Sales?

　　 Cashmere garment enterprises How can we become a "pleasant goat" that can never be avoided and often accompanied by good fortune? We should reasonably control the impact brought by the price increase of raw materials, and enhance the internal factors such as product quality, design and research, and formulate reasonable retail price. These have become products. Sale Unimpeded magic weapon.

Good "sheep" is good.

"In the use of raw materials, in any case, the group must firmly ensure that the products are genuine. In order to ensure the quality of products, we should start with the following three points: first, strictly control the raw materials entering the factory; two, we must strictly control the production process; and three, we must strictly control the production of products. Hao Xukuan, chairman of Weixin Cashmere Group, said that this is the professional ethics that the Cashmere Group has been following for eighteen years, and will not change under any circumstances.

In order to control the raw materials, Weixin Group invested about 60000000 yuan to establish the Weixin two Langshan White Cashmere Goat research center to carry out scientific research. The main producing area of "two Langshan white goat" is in the grasslands of Inner Mongolia, and 6 breeding sheep farms and 2 supporting forage bases are established. 100 square kilometres of pasture have been built in the wurago area of Xilin Gol, Inner Mongolia, and more than 50 thousand high-quality sheep have been introduced and cultivated, all of which have been fed in half or half. In order to ensure the interests of farmers and herdsmen, the company adopted the "two settlement, high subsidies and low turnover" approach, which not only guaranteed the interests of farmers and herdsmen, but also ensured the stable source of cashmere.

"In this environment," Hao continued to think for a moment, "we are going out of the disordered cashmere competition to get out of the road of the quality of the letter, the road of science and technology, the road of fashion features, and create a world national brand - the guarantee for the healthy and sustained development of the industry."

First make "goods" and then do "cards".

According to Hao Xukuan, last year, the total sales volume reached about 1000000 pieces (including cashmere clothing and clothing). This year's sales volume is basically the same as in previous years. Next, we will strive to achieve domestic sales account for 30% of the company's business, and finally reach the proportion of half of the sales.

He stressed that the concept of fashion is cyclical, and the products of enterprises must be constantly updated along with the development of the times. In the new situation, we should create "three new", that is, new ideas, new ideas and new products, and ensure the individuation of products. At the same time, he also called on "the state should formulate policies, enterprises should be self-discipline, the industry should be well managed", and through joint efforts of three sides, we can create a good market environment for the cashmere industry.

"If the enterprise does not make" goods "first" cards ", the" card "into a garish stuff, even if it is very successful, it can not make the brand. It can only earn a little money, but not much, nor will it be deeply rooted in the hearts of the people. Naturally, it is far away from the "better, faster and bigger" development goals. Hao Xukuan read the two words of the brand very well.

Don't let quality discount.

Referring to the price rise of raw materials this year, Zhang Zhi, chief engineer of Erdos Cashmere Group, was very plain. She repeatedly stressed that the rise in raw material prices should not have too prominent impact on brand enterprises. Because brand enterprises should focus on product design, channel development and other brand added value places, rather than just focus on raw materials.

Indeed, today's consumer trust and recognition of brand is the content of competition between enterprises, rather than price war. She said that this year's sales performance in Beijing, Shanxi, Inner Mongolia, Jiangsu, Shanghai and other places in Ordos is good, and its efficiency is better than in previous years.

Zhang Zhi believes that compared with international brands, domestic cashmere enterprises are never raw materials. For example, in the design of cashmere fashion, foreign countries have been accumulating for nearly a hundred years and have always been in the leading position in the world. In contrast, China's cashmere sweater design began in 80s and 90s twentieth Century.

Cashmere material, why some brands can really sell "Diamond price", and some brands can only sell "copper price"? Zhang Zhi thinks: "this not only requires us to actually do the material itself well, but also requires us to increase the design, increase culture, increase publicity and so on."