Down Jacket? NO, Cashmere!

Before the convening of China's wool cold clothing industry development seminar, consumers, especially the consumers in the south of the Yangtze River, Cashmere wear This concept may not be familiar. In fact, even a circle in the clothing industry is not necessarily aware of the appearance and market base of its products. With the end of the old cotton padded jacket, the down jacket has become the time to become the time. Consumer Warm clothing. Faced with these problems, Shaanxi Jiang Ye, general manager of sheep boss Clothing Co., Ltd. gave the answer.

Sheep shepherd? NO, sheep boss!

Some people ask the shepherd's child: why do sheep graze? Q: what does a daughter-in-law do? Q: what do the babies do? Answer: sheep. Jiang ye said that this was a true portrayal of the cashmere industry in Northern Shaanxi. The sheep industry is a traditional industry in Yulin. The income of the sheep can still account for half of the farmers' income today.

Jiang Ye said that Shaanxi's Yulin City, which is located in the city of Yulin, is rich in energy resources. But many people do not know that there are abundant resources of wool in this area. And the oldest Clothing Co., Ltd. was founded in 1995, the initial business is very small, there are only more than 40 sewing machines, relying on resources and technology advantages, "sheep boss" quickly stood firm. After several restructuring, Yang Lao Da Clothing Co., Ltd. gradually developed and expanded. In 2002, the "sheep boss" carried out the first shareholding reform. It first opened a new mode of operation of Yulin apparel enterprises, and made it a shareholding company with 42 shareholders by way of agents' equity participation. Jiang Ye's evaluation of the restructuring was very high. He said: "this system has bought the agency right by binding the agent mode, so that the market of the enterprise has been protected, and it does not need to spend time and experience to run the market. At the same time, the settlement method of taking the goods after payment first also avoids the phenomenon of return and arrears, and lightens the company's business burden. The biggest advantage of this business model is that the company can focus on organizing production and product development, providing a basis for the development of enterprises in the future. In 2008, the sheep boss reorganized into Limited by Share Ltd, forming a large garment enterprise with a registered capital of 55 million yuan, an annual output of 1 million 200 thousand pieces and an annual sales volume of 350 million yuan. "Now, the boss of the sheep has made adequate preparations for the first clothing company in the north of Shaanxi Province." Ginger wild said.

Cotton pants? NO, new fashion!

At the end of the last century, the Yulin people developed cold proof products using local wool materials and processing advantages. When the thermal products had only cotton padded clothes and military overcoats, the wool cold proof clothes quickly stood firm with its advantages of warmth and lightness. However, due to the impact of the down jacket, the sales of products mainly concentrated in Northeast, northwest and other regions. With the restriction of state-owned enterprises, the promotion mode is relatively backward, and the marketing concept is weak, making the market of wool cold proof clothing smaller and smaller. Especially in recent years, consumers are paying more attention to fashion and fashion. The cold proof clothing has not been able to break through in style and fabric, so the consumer group can only be confined to the elderly. Now, in Jiangye's plan, the sheep boss is going to change the impression of consumers on cashmere clothes, namely, "old cotton pants". From the style development, to strengthening the strength of the enterprise design team, and then to the product positioning, all of them have been adjusted to make the consumers aware of the new cashmere dress. As the president of Shaanxi clothing association Chen Huian summed up the characteristics of the sheep boss, he stressed: the first one of the sheep boss is to design the R & D center in Beijing, forming a complete design team. Jiang Ye believes that designing the R & D center in Beijing is undoubtedly a strategic move. Whether from information, market, form and brand height, Beijing has natural advantages, creating new fashions for sheep boss products and choosing the foothold. "I am very confident that the products of the sheep boss, both from style design and craft, are strong competitive brands in the same industry, but the elder brother also has a more important mission. That is, the wool cold proof clothing will become a revolutionary substitute product in the field of winter clothing." Jiang Ye has a clear goal in his market strategy. The high-end products of natural materials must be the mainstream consumer goods in the future market. Because the down garments can not overcome the bloated appearance, they are not suitable for attending some high-end and business meeting occasions, and encounter uninsurable bottlenecks in the development, and cashmere clothes can easily overcome these difficulties and win with strong heat preservation. He points to a cashmere coat jacket on which he is wearing to a reporter: "such a lightweight coat is both warm and stylish, and the market price is about 3000 yuan, which is suitable for high-end elite men." Therefore, sheep boss is currently launching a new concept of cashmere clothing, positioning in high-end business casual men's clothing.

Winter wear? NO, four seasons!

At present, the winter clothing with natural materials as the core has become the mainstream. Among them, down clothing, cotton clothing, wool and cashmere thermal insulation are the three major markets. Jiang ye made an analysis of the market of wool cold proof clothing: compared with the 500 billion market share of down garments, the market scale of the national wool anti cold clothing is more than ten billion yuan. In the face of the huge market gap, the cashmere enterprises must do the first thing, and have the industry foundation. As the birthplace of cashmere clothing, Yulin is mainly distributed in Shaanxi, Inner Mongolia and Northeast China. Among them, the sales of wool cold proof clothing in Yulin account for 75% of the country's total sales. Jiang ye said, the wool cold proof clothing is lighter than cotton and down jacket, good warmth retention, strong resilience, wind proof and breathable. It is the most promising alternative to other thermal products, and has become the fashionable third generation product.

Similarly, he stressed that in addition to strengthening the strength of the cashmere products in design, Jiang Ye extended the product planning to the four seasons: "single season products are highly risky. We have to extend the design of some products to ensure the integrity of the brand and the larger market share, such as cashmere, wool fabrics, and other four seasons products combined with other fabrics." In Beijing, there are 5 stores that have opened the store. The high-end brand that has been marketed is called "sheep leader". Besides cashmere floc, the main products are cashmere and wool fabrics.

Old style? NO, ocean design!

Jiang Ye knows that 2012 is not the best time for a brand to launch. But it is not the worst time. In the face of the increasing cost of garment items, cashmere clothes must occupy a place in the market and get the status of the third generation of cold clothing.

At present, the wool cold proof clothing is not enough to form a competitive subdivision industry. From the experience of the development of the down garment brand, the upgrading of the industry depends on the joint efforts of the enterprises in the whole region. Yulin has laid a good foundation for the technological advantages and market advantages of cashmere market, but if there is no brand, core technology and the right to speak without the industry standard, it will easily be replaced by other regions.

Jiang Ye made the product of "sheep boss" clearly divided into two parts. One is the traditional cashmere products, the other is the traditional positioning of clothing, including the style design, age and other market positioning. The other part is the introduction of high-end men's clothing. The new brand is steered by British designers, positioning in the noble and rigorous elite men's cold clothing, hoping to put the original brand of the top brand of the sheep.

At present, the planning of this high-end brand has entered the global test and product verification. On the naming of high-end brands, Jiang Ye invited Hongkong's planning company to plan. In the future planning of Jiang ye, he also hopes to set up a life experience shop around the "sheep" products, which can really root the brand in the life of consumers, and bring cashmere, wool and sheepskin and other related products together.