Cashmere Industry: Off Price And Cheap View, Focusing On Cashmere Brand Building

"P", from a global perspective, the competition between domestic and foreign brands for cashmere market has never ceased.

Worsted high count wool yarn, worsted fabric and linen worsted high grade yarn and high-grade linen fabric were 6 items. In May, Sichuan Sichuan lessin acquired 1.76% stake in the world's top cashmere brand Brunello Cucinelli, totaling 8 million 500 thousand euros; in July, the world's largest luxury group, France, Louis Weedon (LVMH) announced that it paid 2 billion euros to acquire Italy's top cashmere brand Loro Piana80% shares; the largest cashmere spot electronic trading platform, the Qinghe trading center, was officially launched in Bohai commodity exchange, located in Binhai New Area; September, the Saussurea group announced that its high-end brand, EEM cashmere, returned to the domestic market, and its domestic online and offline sales channels were also open. It is reported that in January of this year, the cashmere industry decided to raise 2 billion 300 million yuan in the form of a non-public offering for the construction of cashmere yarn, cashmere sweater, cashmere dress, etc.

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< p > because of the scarce resources of cashmere, the cashmere industry is limited annually, and the cashmere industry has a certain scale bottleneck. In the face of such unfavorable situation, what advantages do Chinese cashmere brands have? What should Chinese cashmere brand should do to develop its own culture and make it into the fashion industry? How can we better exert the influence and guidance of Chinese cashmere brand in the domestic and foreign markets? For this reason, the reporter interviewed some experts, hoping to find some feasible answers.

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< p > < strong > quantity and price are no longer industrial tools < /strong > < /p >

< p > in the interview, many experts have fully recognized the advantages of China's cashmere industry.

Yang Dayun, President of UTA Fashion Management Group, believes that China's advantages in cashmere are self-evident.

Data show that China is a large country producing cashmere. The annual output of cashmere is close to 12000 tons, accounting for about 75% of the world's total. The best quality cashmere materials in the world are in China, and Qinghai, Inner Mongolia and Xinjiang are all very high-quality.

After nearly 20 years of development, China has become the world's largest producer, manufacture and consumer of cashmere.

Almost all the cashmere and plush products produced annually in China are imported from China, including a href= "http://www.91se91.com/news/list.aspx ClassID=101112107108" > Italy, /a, Britain and Japan. Any changes in China's cashmere market will have a direct impact on the international market.

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Dr. Wang Xiangsheng, President of the international fashion brand development management center, < p > IFB, said that the advantage of China's cashmere industry is the first advantage of raw materials; the second is the advantages of capital; cashmere enterprises are generally well funded; the third is market dominance; China has the largest market in the world; and the fourth is the advantage of production technology.

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Less than P, since China has such advantageous advantages, will China's cashmere industry win the market competition age with "quantity" and "price"? Is it really over? What is the future direction of China's cashmere industry? < /p >

< p > Dr. Wang Xiangsheng said: "the advantages of Chinese cashmere mainly belong to the advantages of commodities and do not belong to the advantages of brands.

These traditional advantages do not mean that China's cashmere brand can be upgraded with the needs of Chinese consumers.

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< p > Yang Da Yun said: "it is undeniable that China's cashmere products only win through the advantages of production and manufacturing. The gap between the deep processing and finishing capabilities is far from that of the developed countries. The international competitiveness of the cashmere industry is not strong enough. In the international cashmere industry, we have not yet obtained the right to speak with the status.

In addition, the cashmere brand in our country has a relatively simple way of publicity and propaganda.

All cashmere enterprises in China are developed in the market where demand exceeds supply, and cashmere is also an important pillar of local economy.

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< p > he gave an example. In the early stage of the development of cashmere brand, the enterprise only grasped cashmere's < a href= "http://www.91se91.com/" > warming function < /a > for publicity.

At this time, consumers are gradually shifting from the single demand for the cashmere warmth retention function to meet the quality needs of individual consumption.

At the same time, China's women's clothing and fashion brands rapidly rise, including cashmere garments, including a full range of collocation of traditional cashmere brand impact, cashmere brand collectively lost.

Facing the ever-changing market, the chaotic brand image needs to be reshaped. It is not necessary to make cashmere brand turn into local specialties, create brand personalization ability, combine product innovation and business innovation systematically and integrally, so as to form brand new support point and build brand new strength.

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< p > France five joint fashion brand planning agency designated the Chinese Regional Planning Director, Baron Baron, believes that the two major characteristics of China's cashmere enterprises are the control of China's raw materials and the space of the Chinese market.

The price of high-end cashmere like Loro Piana brand is not too large in the Chinese market.

But in China, there is still room for market space in the base market.

In the United States, cashmere dress can be sold to 400 yuan ~500 yuan.

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< p > < strong > closely linked with cashmere characteristics, deep ploughing market < /strong > < /p >

< p > How can we remodel the brand image of cashmere in China? How can we better exert its influence and guidance in domestic and foreign markets? < /p >

< p > Yang Da Yun said, "a href=" http://www.91se91.com/news/list.aspx ClassID=101112107107 "> cashmere brand < /a > remodeling is very difficult and long. Cashmere brand should become a living sign of a certain class, not a popular product.

First, repositioning the brand positioning and taking the younger route, the strategy of determining the clothing price according to cashmere content should be abolished, and the style and brand is the pricing mechanism.

Second, we should never abandon the characteristics of cashmere to consider the market and pform the single product into a full range of products.

Third, increase investment in terminal retail outlets, establish brand life hall and experience store.

Fourth, the Chinese cashmere brand needs to combine the quality resources of the upstream and downstream industries, recognize the brand value and establish brand in the market.

You know, blind shops and spokesmen will bring the destruction of cashmere industry.

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< p > Baron believes that the success and failure of a brand does not depend on advertising language. If it can be successful only by advertising, it shows that the market is immature.

Chinese cashmere enterprises also have many disadvantages. First, the operation consciousness and operation mechanism of cashmere brands are usually lagging behind in the field of clothing.

Second, at present, enterprises are generally built in Ningxia, Inner Mongolia and other provinces and autonomous regions, and Beijing and Shanghai are not regarded as their real R & D centers and brand sales venues. In fact, they are still under long distance control. This is wrong, and they definitely need to devote themselves wholeheartedly to it.

Third, in China, cashmere products are not formed in four seasons, and the brand network and customer influence are greatly reduced.

So for the cashmere brand, we must overcome the two shortcomings of the four seasons and series. Cashmere can only be used as cashmere sweater. In fact, cashmere can be made into knitted fabrics and woven products, such as silk and cotton and velvet products in spring and summer. It can be made into cashmere products and < a href= "http://www.91se91.com/news/list.aspx ClassID=101112107105" > velvet < /a > products in autumn and winter.

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