Development Of Cashmere Leader Cashmere Brand

In China

In the field of snow velvet, almost no one does not like this gold medal signboard, whether consumers or peers, or competitors.

Whether it is in the leading position of the snow cashmere high-profile station, or when the holy snow velvet is concentrating on its inner strength, it is the king who has never been far away from the cashmere world.

Recently, at the recently concluded international cashmere fair in Ningxia, the snow cashmere brand has become the focus of media and professional audiences.

On the scene of the snow velvet exhibition, the reporter interviewed Mr. Ceng Weihe, managing director of Saint snow velvet group.

Cashmere leader

At first glance, we can see that it is an entrepreneur who can combine rationality with sensibility.

As for the glory of Saint snow velvet in the 90s of last century, he is very familiar with it. For example, "holy snow velvet" is one of the first 33 famous brand export products that the country first supports and develops. It is also the first cashmere brand to win the honor.

In 1996, he won the gold medal of the sixth world goat conference.

In July 6, 2000, St. snow velvet stock was successfully listed on the Shenzhen stock exchange and became the first cashmere enterprise listed on A shares.

In February 2002, it was recognized by the State Administration for Industry and commerce as China's well-known trademark.

In August of the same year, it was awarded the "China famous brand product" by the State Administration of quality supervision, inspection and quarantine. It was awarded the "export famous brand product" by the Ministry of foreign trade and economic cooperation, and was selected as the "China famous brand" product.

After Zeng Wei and the rapid speed of speech brought these brilliant histories to journalists, he lowered the speed of speech meaningfully.

It is actually a very painful process to make a brand, and sometimes we need to live with loneliness.

This sentence is full of deep feeling from the mouth of the brand manager, so that reporters can instantly understand the success of the snow velvet.

At that time, the cashmere products belonging to a single market were very easy to become the focus of large-scale public fashions, but the saint snow velvet was unique. It made the fashionable products conforming to the international trend as the main style label of the brand.

Not only in China's cashmere industry, but also in the international industry has been recognized by the same industry.

In June 2003, the reporter went to Korea to participate in the World Cup Fashion Show with Saint snow crow. The holy snow velvet became the only Chinese fashion brand to be invited to the World Cup Organizing Committee of Korea and Japan to make a fashion show for the world cup.

At that time, the media gave the holy snow velvet's consistent evaluation of the cashmere products at the forefront of world fashion.

In addition, "

"Cashmere sweater" has won the love and praise from consumers at home and abroad for its fashionable design, fashionable and changeable style and high quality. The product has won the "best costume design award in China", and has been appraised as "the most fashion design clothing brand in China" for many years.

In 2000 and 2001, the chief fashion designer of Saint snow velvet was named "China top ten fashion designer" for two consecutive years by the China Fashion Designers Association. The St. snow velvet brand won the third and fourth China Fashion Culture Award, the best fashion design Award (the most fashionable brand).

Obviously, Saint snow velvet has become the fashion vane of China's cashmere industry.

Now cultivate hundreds of famous products.

Now the pattern of cashmere industry in China has shown the phenomenon of gang separation. Ordos, deer king, Jen Bei and China silver have also occupied a considerable share in the market of cashmere products.

At that time, we must adjust the strategy and tactics to win the new market trend and guide the new consumption demand, so as to continue the position of the cashmere leader in two years.

First, in the export market, Zeng Wei said, "Saint snow velvet has been making OEM processing for many international cashmere brands. In this process, Saint snow velvet has grasped the international cashmere fashion information.

Now, in the export OEM, Saint snow velvet still has an advantage. According to customs statistics, the export of cashmere sweaters in Saint snow Cashmere Group has been the top three in China for many years.

However, what is more strategic is the establishment of the foreign terminal network of Saint snow velvet independent brand.

Reporters learned that Saint snow has already set up 4 offices in the US, Europe, Canada and Japan.

In order to speed up the pformation of the saint snow velvet brand to the world brand, Saint snow velvet has opened a terminal brand store in France and Japan. At present, the export of its own brand has accounted for 10%.

Secondly, in the domestic market, Saint snow has built up an internal sales network consisting of more than 200 shopping malls throughout the country.

Market share steadily increased.

Sales revenue is among the best in the national cashmere industry.

"The competition of China's domestic cashmere market is still at an early stage, such as price war and some potential business rules. The goal of Saint snow velvet is to be a centenary brand. To do a hundred years' brand is not a matter of overnight success, but to persevere. Our generation managers need to find the differentiated competition mode of Saint snow velvet in the existing business environment, and get rid of it from the low price competition, and put the main energy in the cultivation and service of the brand loyal consumer group.

Ceng Weihe believes that now Saint snow has been a large consumer group in all parts of the country, and to attract these loyal consumers, in addition to the leading position of Saint snow velvet in the fashion trend, and the brand has been consistently high quality cashmere line with high cashmere content, at present, Saint snow velvet has become synonymous with cashmere soft gold.

"From the traditional OEM processing to the fashion oriented brand development, from the domestic well-known cashmere brand to the independent brand to the world terminal retail development, from the spontaneous cashmere leading brand to the establishment of a hundred years of brand goals.

Saint snow is now in its best form. "

Zeng Wei told reporters that a hundred years' brand is not to be the biggest, but to be strong and precise.

Therefore, in the same kind of competition brands, though on some surface data, Saint snow velvet is not one of the best, but in Ceng Weihe's mind, what he needs to do is to control the sales volume, profit margin, inventory ratio and cash flow. He thinks that a hundred years' brand is to make the snow velvet reach the highest value, the best quality, the most profound brand development status, and this state will be passed down from generation to generation.