Make "Soft Gold" Cashmere Strong.

< p > a Chinese enterprise's "a href=" http://www.91se91.com/news/index_f.asp "cashmere sweater < /a" sells for 2000 yuan in the domestic market, with very few buyers, and when it goes into the world's cashmere top brand trademark into the old Buddha's department store, its selling price can go up to RMB 20000 yuan, and buyers are in the rush.

The reality behind this phenomenon is that China's more than 2000 cashmere enterprises control more than 90% of cashmere raw materials in the world, accounting for 80% of the world's exports, but 90% of the cashmere production enterprises are only acting for dealers in Europe and America and Japan, and the cashmere products in their own hands have no bargaining power at all.

Over the past decade, people have been thinking and practicing, seeking to change this reality.

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< p > < strong > make "soft gold" strong, < /strong > < /p >.

< p > the world's 80% cashmere comes from China, 3/4 of cashmere sweaters are produced in China, but the profit of Chinese cashmere products is less than 10%. The real Chinese brand is less than 20%. After exporting the world's top brand symbols, its value has soared. There is no doubt that the cashmere known as "soft gold" is sold at a low price. Behind the strongest appearance of cashmere industry's resource advantages and processing advantages, it is the grim situation of foreign enterprises controlling the cashmere production technology, sales channels and brands so as to firmly control the bargaining power.

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< p > Italy and England do not produce cashmere but have the top brand of cashmere in the world.

Soft gold is not hard enough to be sold at low prices, and products are sold at a low price. They act as low-end manufacturers of industrial chains, and huge profits are easily earned by top foreign brands. This is the biggest difficulty for Chinese cashmere manufacturers.

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< p > how to make soft gold become strong and even become hard currency? This is a proposition that the industry of China must be faced with, must think and cannot escape from the whole a target= _blank href= http://www.91se91.com/.

Like other entrepreneurs in China's garment industry, Wu Jinhai, the helmsman of Michelle cashmere, took this proposition as a major philosophical proposition in his life in 2002 for thinking, exploration and practical solution.

More than 10 years of thinking, exploration and positive practice have made him more firm: to value the brand, to the brand, and to make China's soft gold strong.

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< p > make a brand must be solid and steadfast, pragmatic and single-minded. Be impatient and not utilitarian. Do not pursue the short-term effect of red hot and purple. Be persistent and persistent in investing resources. Stand up to loneliness and stand up to the test and grasp the opportunity. This is the basic brand thinking and attitude of Wu Jinhai, who is at the helm of the emperor, and is also implemented from top to bottom for the basic attitude and enterprise style of all the empress people.

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Cashmere has gradually created 7 of the first cashmere plates in China's clothing industry: first, the cashmere industry was first introduced in 2005; in 2007, the cashmere industry began to play the role of cashmere industry; in 2007, the cashmere industry began to create a new strategy; the whole product development, design, and channel integration were developed in all directions; the 2009 and 2010 Beijing international fashion week in China launched the fashion cashmere category for the first time in two consecutive years, which initially set up the leading position of the cashmere industry fashion cashmere leader. In 2011, the terminal upgrade was introduced into the "5+2" champion mode, the seed shops and seed shopping arcade projects were launched, the cashmere industry top end terminals appeared; 2012, the cashmere cashmere life hall realized terminal crossing, and the high-grade terminal experiential marketing industry was the first. < p > since its establishment in 2002, it has established firm brand awareness and thinking, and has been in the field for 11 years.

"For so many years, the emperor is not big and purple, but his footsteps are solid and clear, and he has continued to concentrate."

A senior garment industry commented.

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< p > "so many years have not seen cashmere so hot."

Consumers say so.

2013 meters of cashmere festival activities made the whole cashmere industry warm in the early winter. The nationwide large-scale and large range of cashmere Festival can be seen on the T stage clothing show moved to consumers, so that cashmere fashion can see, touch, buy, buy affordable.

It also pioneered the industry of landing, marketing and experiential marketing of fashionable cashmere, fashion flock and popular fashion cashmere.

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< p > during this period, the price of international cashmere raw materials fluctuated year after year. After the financial crisis, it experienced the overall downturn and adjustment of the garment industry. After that, the international brand has been encroaching on China's expansion. A lot of unfavorable factors are perplexing the development of Chinese garment enterprises. However, no matter how the macro and micro environment changes, sticking to a solid and solid brand is the only belief of the emperor.

"The brand is strong and the soft gold can be strong!" this is Wu Jinhai's brand thinking. It is also the starting point of the staff's basic thinking and behavior. The brand thinking has created the legend of the beauty of the cashmere industry and created the first fashion cashmere.

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< p > < strong > achieving the brand's curve overtaking < /strong > < /p >.

< p > many people know that overtaking in a F1 race is the best chance to win, but overtaking the curve requires extraordinary courage, boldness and bravery.

After the 2008 financial crisis, China's clothing industry entered the overall adjustment period and the silent period. Clothing enterprises and cashmere plates rarely moved, but in Wu Jinhai's view, this is a good time to overtake corners, because after having experienced solid research in product development, design and channel terminals, MI Huang already had some objective conditions and timing for action.

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< p > better products, good design, good terminal, and then use terminal marketing to recommend good products to consumers. Since 2012, cashmere Festival has been launched in major cities, and the national consumers have entered fashionable cashmere through cashmere Festival platform, understanding fashionable cashmere and buying fashionable cashmere.

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< p > clothing industry related experts believe that cashmere Festival is the most concentrated release of energy accumulated by products, brands and channels over the past decade. The integration of resources has built a bridge platform for consumers. The T platform has been moved to consumers, showing fashionable cashmere, making it contact with fashionable cashmere, understanding fashionable cashmere, and consuming fashionable cashmere, from the fashion circle in the air, the fashion of the industry circle to the consumer's own fashion, through which the cashmere can be seen, touched, affordable, and purchased.

The popularity of cashmere marketing initiatives also makes the cashmere industry have actions and highlights, which can enlighten colleagues.

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< p > to the marketing initiatives of MI Huang, the fashion marketing expert, Angela Jie, commented that cashmere Festival is a concentrated outbreak of brand potential energy accumulated by the rice emperor for many years. It is the fourth pformation after the three brands of product differentiation, brand differentiation and channel upgrading. The marketing localization is the effective marketing of grounding gas. It is the embodiment of the clear and solid footsteps of the strategic thinking of MI Huang, and the familiar people will not be surprised.

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< p > brand must be strong and bend for overtaking. In the view of many professions, Wu Jinhai's strategic thinking purpose is very clear. It is to stick to her brand thinking and seek the firmness of China's soft gold through practical and steady, bold and innovative market practice, and strive for the firmness of a href= "http://www.91se91.com/news/index_c.asp" > cashmere "/a" plate, in order to realize the "Chinese dream" practice and struggle in the cashmere industry.

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