China's Cashmere Industry Chain Begins To Attach Importance To Brand Building

For three days, he observed the international cashmere festival held at the Hongkong International Conference Center, listened to experts' speeches, and exchanged with cashmere exhibitors. The reporters found that the cashmere industry transformation and upgrading had achieved initial success.

Economic recovery, industrial upgrading, smiling face

This year, our country Cashmere Market There has been two digit growth in recent years. China Customs import and export data show that from 1 to July, 1451 tons of cashmere and no fluffy exported to China amounted to 146 million 660 thousand US dollars, the amount and amount increased by 57% and 51% respectively, and the export value of cashmere products was 692 million 230 thousand US dollars, up 19.9% over the same period last year.

"This is a very brilliant data. This achievement is very precious and hard won." Tian Hong, director of animal products and carpet department of China food, native and Animal Import and Export Association, said at the international cashmere Festival forum. He pointed out two reasons: on the one hand, the world economy improved, cashmere as high-end luxury goods, the price elasticity was large; on the other hand, in the past two years, China's cashmere export pressure was relatively large, and export growth was slow. This data is on a very low base growth, and it is a restorative growth.

Nevertheless, he said: "looking forward to the whole year, even if the future development slows down in this trend, it will still be a good year for the whole year. Speaking from the export structure, the growth of no Plush reached more than 50%, which indicates that market confidence has increased and overseas stocks have been consumed almost. "

China has long been considered a big country in cashmere raw materials, because nearly 75% of the world's cashmere materials are produced in China. However, from 1 to July this year, the import of Chinese cashmere raw materials reached 5228 tons, and imports increased by 26.9% over the same period last year, amounting to 87 million 610 thousand US dollars, an increase of 47.8% over the same period last year. The cashmere yarn exported 2741 tons, reaching 356 million 750 thousand US dollars, up 26% and 36% respectively; the cashmere scarf exported 26 million 880 thousand dollars, dropped to 19%; and the cashmere sweater export was 19% dollars, up by the same period last year. Tian Hong, who has been engaged in the cashmere industry for nearly 10 years, commented: "this data is very interesting. China has changed from a large raw material country to an importer of raw materials."

Looking back at history, the cashmere industry in China has reached 5000 tons at the low end and the highest export volume. The import of cashmere raw materials in China was 1629 tons in 2003 and 2.38 times after 10 years. This fully illustrates two problems: first, industrial upgrading; more enterprises begin spinning and making finished products; the two is restrained by environmental factors such as captivity, confinement and so on, and the cashmere production capacity of China is reduced.

"The import volume is so large that China's cashmere market is very large. It has become the fastest growing and most potential cashmere market in the world, and industrial upgrading will certainly lead to consumption upgrading." Tian Hong said.

Innovation: Cashmere Clothes & Accessories Diversification

All along, Chinese cashmere products give people a sense of obsolete and single cashmere sweater. Many fashion consumers in China prefer to spend a lot of money and buy foreign brands made from Chinese cashmere. China has always been a loser in the terminal design and product innovation of cashmere products. But this year's international cashmere Festival clothing On the show, the cashmere skirt, cashmere Qipao and cashmere underwear displayed by the models show the audience really well.

Reporters learned that these fashionable and unique cashmere costumes were selected from 61 Chinese cashmere enterprises. From the love of cashmere cheongsam, reporters interviewed the team leader of the design and development of this high value added dress, chairman of Pangu Wang.

With the understanding of the cashmere industry and the deep feelings of the grassland culture, chairman Wang founded her own cashmere museum three years ago. At present, cashmere Museum presents a series of cashmere dress from cashmere Qipao, cashmere coat to cashmere underwear.

How do you think of cashmere as a cheongsam?

According to her introduction, the development of cashmere cheongsam was not smooth. When the original R & D team suggested that she should make cashmere into cheongsam, she denied it: "cashmere is so soft that making cheongsam can have the effect of self-cultivation." after many communication with team researchers, Wang Dong finally realized the advantages of cashmere making cheongsam: "Cashmere unique soft clothing, making the cheongsam upper body effect will be better." Today, chairman Wang leads the team, is trying boldly to develop cashmere dress in spring, summer, autumn and winter, and intends to combine cashmere and national culture to make cashmere hada with Inner Mongolia cultural logo.

"We must break away from conventional thinking and gradually enrich the cashmere Museum, making it a window for the outside world to know cashmere." The chairman of the king said. In fact, at the cashmere exhibition, many enterprises, such as Weixin and pimping dogs, have presented the fashionable and unique cashmere dress. The message of cashmere's high-end line has been conveyed to these luxurious and expensive clothing products, and the appearance of cashmere dress diversity shows that China's cashmere industry has achieved some success in transformation and upgrading. {page_break}

Change of consciousness: brand building Specialized

Cashmere exhibition also conveyed a clear message that all aspects of cashmere industry chain in China began to attach importance to brand building.

"Mi Zhen" is a supplier of cashmere raw materials. In the big cashmere exhibition hall, what attracts reporters is its huge banner across the booth -- "the most professional supply chain service provider for cashmere industry".

Chairman Li Zhen called himself "veteran" in the cashmere industry for 30 years. Based on his understanding of the cashmere industry for 30 years, he analyzed the development rule of the cashmere industry and carding the pulse of industrial development, positioning himself: to be a raw material brand enterprise and to be a global supplier of raw material brand. He said: "it can't be like the past, we want to raise sheep, but also want to process and make clothes. The chain is too long and the worst. We must form a consultation and cooperation relationship with the upstream and downstream partners to meet the needs of high-end customers and focus on the development of cashmere resources, so that the cashmere industry can lead a luxurious life."

In fact, there are quite a few people who share the same idea with Li Zhen. Guo Xijun, manager of the company, said that their company has been engaged in the processing of cashmere products for more than 30 years, and domestic brands like Ordos are almost their customers.

As we all know, the processing link of cashmere industry is the least profitable part, and asks whether it wants to expand into the clothing brand.

Guo Xijun said, "no, at present, we only want to do this job well. After all, this link needs people to do it." After the reporter learned that it was found that the company has been focused on fine processing for many years, and has already gained popularity in the industry. It is also a good choice to focus on building brand enterprises in the processing industry.

At the booth of a brand service provider, the reporter met Li Jianming, general manager of Zhongfu Da limited. He was looking for a terminal brand that he could connect with himself. He was committed to cashmere worsted. He told reporters: "I want to cooperate with front-line brands so as to create my popularity as a supplier of cashmere products."

Among the exhibitors, there are raw materials suppliers, raw materials processors, product processors, and specialized cashmere products companies. They have a clear positioning for themselves: "make their own efforts stronger."

　 Quality grading: standardization of sustainable development

The rising price of cashmere raw materials, at least, illustrates its scarcity. With the decrease of goat population, the fiber of sheep improvement is getting coarser, and the sustainable development of the industry is worrying.

The sustainable development of cashmere industry must create high-end demand, cultivate high-end cashmere consumption market, and realize the potential value of cashmere products. The key to this problem is to enable consumers to deepen the recognition and acceptance of cashmere's high-end consumer goods.

The proportion of cashmere raw materials in the terminal products is very large, which leads to more imitation and fraud. The raw materials of the two garments of cashmere are very different in handle, evenness, gloss, cleanliness, pilling and so on. The fundamental reason is the quality of cashmere raw materials, and there is no good raw material. Later processing is difficult to compensate for the impact on clothing.

Cheng Jihong said, "we found that some cashmere, which looks good on the surface, may have been seriously damaged, such as leather back, reed and decolor."

Increasing the consumer's right to know the quality of cashmere products is the basic premise for the high-end demand of cashmere. China has already had the inspection standard for the original and no fluffy. This year, the standard of cashmere and products grading standard issued by the Ministry of commerce is the classification of fibers in raw materials or cashmere products. It classifying fiber into excellent and 1234 grades, and grading index is expressed by fiber diameter.

"This standard can not only distinguish consumers from the quality of cashmere products, but also help the industry improve technology and processing equipment from the source, and indirectly increase the income of farmers and herdsmen, so that cashmere can be judged by quality, not by weight, so that the industry will be sustainable." Cheng Jihong said.

Tian Hong stressed: "transformation and upgrading generally refers to the technological revolution, and the technological strength of our cashmere has reached the international level. The core of the future cashmere industry is to proceed further. Brand innovation The development of marketing channels, the development of fashion design and the personalized promotion of products will further extend to the downstream of the industrial chain and do more work in the downstream of the industrial chain. "