Don'T Let The Cashmere Brand Become A Local Specialty.

< 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 "a href=" http://www.91se91.com/business/ "brand" /a "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 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.

In the international cashmere consumer countries, such as Italy, Britain and Japan, almost all the cashmere and non woolen products are imported from China. Any change in the Chinese cashmere market will have a direct impact on the international market.

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< p > IFB, President of international fashion brand development management center, "a href=" http://www.91se91.com/pioneer/ "> Wang Xiangsheng < /a >, said that the advantage of China's cashmere industry is the superiority of raw materials, the second is the advantages of capital, the cashmere enterprises generally have the capital, the third is the market advantage, 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 told reporters: "the advantages of Chinese cashmere mainly belong to the advantages of commodities and do not belong to the brand advantage.

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 days of the development of cashmere brand, enterprises only grasped the warmth retention function of cashmere 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.

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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 said that the cashmere brand remolding is very difficult and long. The cashmere brand should become a living sign of a certain class instead of 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 products and silk velvet products in the spring and summer, and can be made into products of velvet and velvet in autumn and winter.

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< p > Dr. Wang Xiangsheng thinks that we should start from the following points: first, from the brand side, we should combine the four aspects of fashion, nationality, craft and image.

For example, in order to promote cashmere brand, Zegna used half a year to advertise in all kinds of fashion magazines across the field, carefully advertise it from cashmere origin, craft and so on, and then popularize Zegna cashmere sweater in half a year.

That is to say, the cashmere brand must know how to do details, and we must know how to say it.

Second, from the perspective of commodities, cashmere products will have several development directions in the future: first, taste.

The two is the four seasons. Cashmere brand is mainly concentrated in a district in department stores. In autumn and winter, cashmere brand is "King shop" in department stores.

If the Ordos brand wanted to enter women's clothing area and men's wear area, they had to develop their products to the four seasons.

The three is quality. The quality of cashmere in China is good and certified by international professional institutions.

The four is channel innovation. Cashmere brand can also consider shopping centers, malls, men's clothing stores, women's wear shops, online, life hall, comprehensive museum, etc.

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< p > < strong > "making a mountain out of a molehill" to educate consumers to appreciate < /strong > /p >

Less than P, how can Chinese cashmere exert its influence and guidance? Is the cultural confidence of Chinese cashmere brand becoming fashionable? Compared with the culture of Chinese enterprises, the culture of Chinese enterprises is more about production culture, boss culture and corporate culture.

In the entire cultural value chain, the development of Chinese cashmere enterprises is a fault, only punctuate, not forming a line and B ring, more in the service economy stage, not to the experience economy stage.

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< p > Baron said that a brand is never planed to be important.

Chinese enterprises should have such a mindset. Brand is not speculation but investment.

We should build more from the core charm of the brand, from brand positioning, brand culture, brand strategy, brand value chain and brand system construction.

There are many changes in the channel. The traditional cashmere brand must be considered online. The following lines, such as SHOPPINGMALL, street shops, community stores and department stores, can also be considered at a stage.

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Dr. P though Dr. Wang Xiangsheng agrees that Chinese cashmere is cultured, he also says that this culture is not what we expect.

"People think of cashmere will think of functional thermal products, more suitable for gifts, and now some consumers in the three or four tier cities are relatively recognized.

The culture that is now built is a culture of commodity value, and culture, precipitation and connotation without commodities are not culture of brand value.

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< p > China's cashmere brand has become a fashion field. It must jump out of the cashmere industry and cooperate with the design, media and cultural circles. It will guide consumers through the promotion, marketing and education methods from the aspects of national cultural elements, dressing and lifestyle. The Chinese cashmere brand was initially promoted in a rough way, without connotations, no fashion marketing, and at the same time, there was also a lack of VIP customers at the terminal.

Chinese cashmere brands will not "make a mountain out of a molehill". The brand from the main producing areas of cashmere does not understand the difference between advertising promotion and simple promotion, and does not know how to educate consumers.

Education is to enable consumers to appreciate, like European or American brands, first from the promotion of image to the goods, and China from goods to promote image.

Of course, domestic brands also have successful examples in the promotion of single products, such as "Xiangyun gauze" is a special fabric, Liang spent more than two years to promote, never known to consumers.

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Hao Baosheng, director of the comprehensive research department of the Ministry of Commerce, said that China's cashmere brand should pay more attention to the consumer experience. P

It is important to start with product promotion, professional exhibitions and professional design events at home and abroad, especially for special promotion of cashmere quality, such as cashmere origin, cashmere production process, cashmere product design, < a href= "http://www.91se91.com/news/ index_c.asp" > cashmere product /a maintenance, etc., and constantly improve consumer concerns about Chinese cashmere products.

Erdos, MI Huang, Saussurea and so on are the local cashmere clothing enterprises familiar to Chinese consumers. How to better guide and let consumers understand and love Chinese cashmere brands and emphasize the importance of consumers' sensory experience will also make consumers more enthusiastic.

Elegant cashmere must be able to occupy a place in fashion and even become a popular product in four seasons.

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