Thirty Years Of Warm World Of Ordos

The advent of cashmere sweater has added a beautiful landscape to China's textile and garment industry. The products have won the favor of consumers with light, smooth, glutinous, soft and delicate designs.

In 1984, the Ordos group produced 600 thousand cashmere sweaters, and by 2006, the production and sale scale of cashmere products reached more than 6 million.

Now, the group has a complete production and operation system from raw material acquisition to combing, spinning, weaving and selling. The market share and export earning occupy the first place in the cashmere industry, becoming a well-known brand in China.

The Ordos group has made good achievements in the past 30 years. The key is to lock in the target and not to relax. We always take development and innovation as the main theme of the group work, and constantly innovate and practice in the fields of technology research and development, marketing and so on, so as to grasp the pulse of the market.

Insisting on technological innovation, the entrepreneurs of Erdos Group had to introduce advanced production equipment and advanced production technology in Japan at the beginning of their business, because they realized the importance of technology.

From this point on, the group attached importance to technological innovation in a very prominent position, continuously increased investment in technological innovation, absorbed the latest scientific research achievements, continuously trained scientific and technological talents, adjusted the industrial structure and optimized product structure, and continuously improved the quality of products and the technological content of products.

Over the past 30 years, the Ordos group has introduced a number of leading production equipment in the world, and has set up a national engineering and technology research center. It has formed a perfect R & D system with university research institutions and postdoctoral workstations as technical aid, and group cashmere spinning enterprises as the industrialization base.

The products range from knitting to weaving, from woolen to worsted, from semi-finished products to finished products.

In recent years, enterprises have invested more than 100 million yuan, and have done a lot of work in developing high technology content, high value-added products and tackling technical difficulties, and achieved fruitful results. The sales revenue of new products has accounted for more than 50% of the total sales revenue.

In the process of continuous technological innovation, Ordos group, in line with the principle of "popularizing one generation, developing one generation and storing one generation", guided by the market demand of the international and domestic cashmere industry, three new cashmere products, including new materials, new technologies and new functions, were developed.

At present, the new products that the group has fully promoted and has achieved good sales results mainly include nanometer "three defenses" cashmere products, permanent antistatic products, and Priam cashmere products. The new products that are being promoted mainly include digital printing cashmere products, cashmere rainbow yarn and their products, woollen cashmere fancy yarn and their products, and new products and new technologies that have been successfully developed have cashmere products such as radiation protection, machine washable and anti pilling.

Insisting on marketing innovation, Ordos group has always regarded product sales as an industry to provide consumers with personalized and fashionable products, and try to meet the diverse needs of consumers.

The product sales of the group started from the international market.

As soon as the cashmere sweater came out, it quickly opened the Japanese market.

By 1990, products will enter 27 countries and regions, including Japan and the United States.

At present, Ordos has 7 international sales companies and more than 20 direct selling stores in Losangeles, Tokyo, Moscow, London, Cologne, Milan and Hongkong, and its products are exported to more than 30 countries and regions, such as Japan, the United States and the European Union.

At the same time, while centering on the international market, cashmere sweater factory began targeting the domestic market in 1984, and formulated the marketing principle of "export oriented, internal and external sales combination, and two markets".

At the very beginning, the factory sold cashmere sweaters to the stores in Beijing and Shanghai for sale.

Since 1985, cashmere sweater factory has expanded its influence by advertising lead and fashion show, ordering sales promotion, and started selling outlets directly according to market demand. By 1990, Ordos has established nearly 100 sales outlets in large and medium-sized cities in China.

With the slogan "Ordos cashmere sweater warms the whole world" appeared in 1991, the brand awareness rapidly increased in China.

Now, Erdos sales and service outlets cover the large and medium-sized cities above the county level, and there are 32 sales companies, 19 business representative offices, 31 logistics centers and 1500 business outlets throughout the country.

Yang Jing: editor in charge