Cashmere Enterprises Control Most Raw Materials Cashmere Clothing Should Not Be Sold Cheap.

< p > a piece of a href= "http://www.91se91.com/news/index_c.asp" > cashmere sweater < /a > priced at RMB 2000 in China, has been put into the world's cashmere top brand trademark and has entered the Department of Lafayette department store. The price tag has reached RMB 20000 yuan, and it has turned 10 times. However, the reality behind it is that although more than 2000 cashmere enterprises in China control more than 90% of cashmere raw materials in the world, and export accounts for 80% of the world's total, 90% of the cashmere production enterprises are still working on behalf of the European and American dealers. < /p >
Less than P, cashmere, which is known as "soft gold", is sold at a low price: Although 80% of cashmere is produced in China and 3/4's cashmere sweater comes from China, the profit of Chinese cashmere products is less than 10%, and less than 20% of China's brand names are actually linked. < /p >
< p > < strong > soft gold should be strong < /strong > /p >
< p > how to make "a href=" http://www.91se91.com/news/index_c.asp "soft gold > /a" become strong? This is a proposition that the whole industry must face and cannot evade. < /p >
Wu Jinhai, chief executive of the P cashmere cashmere, began to pay attention to this problem as early as 2002. He thought he must "value the brand and have the effect on the brand". < /p >
< p > "make a brand must be solid, single-minded, impatient, utilitarian, can not simply pursue the short-term effect of big red, we must adhere to long-term and continuous investment." This is Wu Jinhai's marketing strategy for the MI Huang people. Looking back on the brand development process of the 11 years, it is easy to see this point. < /p >
＜p＞　　11年來(lái)，米皇羊絨陸續(xù)開創(chuàng)了中國(guó)服裝行業(yè)羊絨板塊的數(shù)個(gè)“第一”：2005年，米皇簽約關(guān)之琳為形象代言人成為當(dāng)時(shí)轟動(dòng)一時(shí)的新聞，盡管在其他行業(yè)，代言人早已成為司空見(jiàn)慣的一種現(xiàn)象，但是在中國(guó)羊絨行業(yè)，米皇卻是第一個(gè)邀請(qǐng)明星代言的羊絨企業(yè);2007年，米皇攜關(guān)之琳設(shè)計(jì)的一款羊絨產(chǎn)品以10萬(wàn)元天價(jià)拍賣，并捐助給中國(guó)粉紅絲帶專項(xiàng)基金這一事件，再度成為一時(shí)的談?wù)搶?duì)象，在目前看來(lái)，米皇的舉動(dòng)頗顯俗套，但是在那個(gè)時(shí)期，在這個(gè)產(chǎn)業(yè)，米皇的這一舉動(dòng)卻猶如一記重錘砸在了很多人的心里，也正是從這以后，其他羊絨企業(yè)陸續(xù)開始了對(duì)品牌的塑造; 2008年米皇啟動(dòng)“多彩戰(zhàn)略”，從產(chǎn)品研發(fā)、設(shè)計(jì)、渠道入手全方位整合，首創(chuàng)行業(yè)發(fā)展新模式，同年，《中國(guó)羊絨白皮書》的發(fā)布，更是快速完成了米皇品牌地位的超越;2009年，“多彩戰(zhàn)略”的提 Michigan decided to develop the direction of the future development. Around the "colorful strategy", MI Huang took the lead in cooperation with China Fashion Color Association to set up the only "Cashmere color research and development base" in China. In November, China's international fashion week and the "Golden Summit" designer Qi Gang jointly launched the "luxurious legend" Michigan Qigan top cashmere fashion conference. The conference has achieved an unprecedented success; in 2011, it upgraded the terminal and introduced the "5+2 champion" mode, launched the seed shop and seed shopping mall project; in 2012, the rice cashmere life hall realized terminal crossing, and the high-grade terminal experience marketing ranked first in the cashmere industry. "For so many years, MI Huang has not been very popular, but her footsteps are solid." A senior garment industry commented on it. < /p >
< p > < strong > rice cashmere Festival binding fashion > /strong > /p >
< p > in the F1 competition, the overtaking of the curve is the best time to win. After the financial crisis in 2008, Chinese clothing enterprises entered the overall adjustment period, especially the cashmere plate. But in Wu Jinhai's view, this is a good time to overtake the curve. < /p >
< p > in the view of most enterprises, the rapid return of funds is the top priority. Wu Jinhai believes that "the development of China's cashmere industry needs to attach importance to the design and establishment of its own brand, and to create its own brand. Besides the product value, the shaping of its brand value is also the top priority." However, both product development and brand building require enterprises to invest large amounts of capital and persevere. < /p >
< p > he advocated cooperation with key shopping malls throughout the country and held the rice cashmere festival in major cities. In this regard, marketing expert Angele praised this activity: "Cashmere Festival is the concentrated outbreak of brand energy accumulated by the rice emperor for many years, and it is the effective marketing of ground gas after the product differentiation, brand differentiation and channel upgrading. < /p >
< p > 2013, < a href= "http://www.91se91.com/news/index_c.asp" > mihuang cashmere Festival < /a >, so that the whole cashmere industry has a warm feeling in the cold of early winter. The show that it will be able to see on the T platform moves to the consumers, so that cashmere fashion can be seen and touched. Mihuang, with its fashion differentiation as its selling point, stands on the same starting line with the famous traditional brands such as Erdos and Heng Yuan Xiang. < /p >
Before P cashmere was introduced, many people thought it was a patent for the elderly, and the color appeared in the mind was only "black" and "gray". In the "rice cashmere Festival", the enterprise "colorful strategy" played the most incisive, "fashion" completely subverted the cashmere in people's minds in the old style, monotonous color stereotyped image. The cashmere cashmere products are made of high quality raw materials, cashmere, which are the most excellent natural fibers in animal fibers. They are made from high and new technology. In the product design and development, they are integrated into the latest popular elements of romantic Paris, which are novel and unique, highlighting the noble and elegant temperament. Mi Huang cashmere clothing has been enriched to cashmere sweater, cashmere coat, cashmere underwear, cashmere accessories and so on. Its color, style and design jump out of the traditional cashmere sweater circles. Binding fashion has become a magic weapon for MI Huang to quickly join the fashion cashmere camp. < /p >
< p >, however, the so-called "big trees attract the wind", and the Emperor Huang also welcomed the different voices. For this reason, Wu Jinhai replied, "there are always people who want to innovate and to cross the river by feeling the stones first." In this process, MI Huang is also growing and accumulating experience. I believe that in the near future, China's cashmere will go out of its own fashion path. < /p >