Cashmere Great Power Creates Cashmere "Big Card" Unified Direction And Then Talks About Pformation.

Although it is a large producer of cashmere raw materials in the world, the right to speak in the cashmere market is not in China's hands.

"Cashmere big country without cashmere brand" has always been a pain spot in the development of cashmere industry.

Cause cashmere in China

What is the reason for the lack?

"Nowadays, cashmere clothing brands are regarded as clothing for middle-aged and elderly people."

Meng Ze, chairman of Beijing Saussurea group, told reporters that the lack of the terminal image of the local cashmere brand has not been established in the research and development of product design, and the recognition and acceptance of the new generation of consumers is generally not high.

It's like a vicious circle.

The local cashmere brand's original consumption base of middle-aged and old consumers has been decreasing. However, the lack of product development has failed to make the new generation of consumers take advantage of the situation and increase in time. This will inevitably push the development of the local cashmere brand to another awkward situation.

For this reason, the famous local cashmere brand, Saussurea, which has more than 50 years of development history, is determined to make changes.

Reunification direction

By the end of April this year, Saussurea has just completed the new product order meeting.

Different from the product structure with conservative design and single color, the product displayed by the Saussurea has great impact on product design, research and development, and product richness.

"Many dealers in Saussurea, especially the head of department stores in the first and second tier cities, were very surprised after seeing our products and gave snow lotus a very high rating."

During the order meeting, Wang Ying, chief designer of Beijing Saussurea International Fashion Co., Ltd., responsible for Saussurea's new product description, said.

Wang Ying told reporters that many representatives and agents of the department store were surprised to see the new autumn and winter products. They thought that snow lotus had made great changes in product design and innovation research and development.

"In fact, since last year, we have embarked on a major adjustment in product line and design style."

In the face of the fact that local cashmere clothing brands are generally showing a lack of innovative motivation in product design, why did snow lotus decide such a great pformation?

"From the establishment of the brand to the present, great changes have taken place in the development strategy and market environment of Saussurea."

Meng Ze told reporters that since 90s of last century, the management team of Saussurea has changed several times. "Different management teams at that time also had different development orientation for Saussurea involucrata. The most direct problem for snow lotus is that the brand has no unified development direction."

Therefore, in the view of Meng Ze, to realize the long-term development of Saussurea, we must make a new combing and positioning for the future development direction of the enterprise, and find the direction of brand innovation while giving full play to its original brand advantage.

"In the local cashmere brand, the core of Saussurea has obvious advantages.

Saussurea involucrata has profound historical and cultural accumulation, and its development can be traced back to 1919.

At the same time, snow lotus's cashmere production technology and product research and development experience is also very rich, has the "artisan spirit", in the development of China's cashmere industry, to the Ordos and other famous cashmere brand has made technical assistance and guidance.

Meng Ze said that the accumulation of historical culture and technology is the core advantage of Saussurea.

And the pformation of Saussurea should be based on the traditional advantages of the brand, and develop products for the needs of customers.

Product development is also an important medium for Saussurea to convey the new brand of snow lotus to the terminal market.

"All along, many people have the impression of Saussurea, which is a cashmere brand that makes sweaters. The product is single, but if snow lotus is still heading in this direction, there is only one way to die.

Saussurea involucrata must achieve a four dimensional product from a single category.

Meng Ze said.

Big change in product line

As a valuable natural fiber, cashmere has been known as "soft gold".

But the excellent warmth retention property also makes many consumers' impression of cashmere clothing limited to autumn and winter products.

In addition, for a long time, most cashmere enterprises are limited by the limitations of cashmere materials in terms of performance and price. The products are characterized by obvious seasonal characteristics, which restrict the development of cashmere industry.

Snow lotus is to break this limitation.

In September last year, Saussurea introduced some spring and summer styles in the spring and summer products exchange conference held by Saussurea, which made clear the direction of brand development and four seasons.

This year, Saussurea has launched a number of product lines from the single category to the whole category.

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Meng Ze told reporters that at present, Saussurea has launched 3 product lines, one is the latest Flawless product line, the main is knitted cashmere full garment, the product can be integrated with the whole category products in a large store, it can also join as a single product, appear in the mall as a single product, and the other is positioning high-end, new elite class.

Line; another is the product line of positioning knitted trousers.

Among them, trousers product line is the most advantageous product line of Saussurea involucrate.

The reporter learned that snow lotus new pants series products are a good repercussion product series on the new season order of snow lotus.

Ni Yan, chief designer and designer of Saussurea pants product line, told reporters that the advantage of Saussurea is technology, and the research and development of this trousers product also give full play to the advantage of Saussurea.

"Our trouser products are treated with seamless technology, which is very warm and comfortable.

Especially in the processing of the waist, we use the integrated molding technology, which is a very advanced technology in the industry and a patent technology for Saussurea involucrata. "

In addition to the high quality of the product itself, knitted pants and Saussurea also have a high degree of fit for the existing sales channels. This is also an important factor that has been welcomed by the market as soon as it is launched.

"Saussurea is the positioning of knitted cashmere pants, and our knitted pants are only made of fine products."

Meng Ze said.

The brand strategy of Saussurea to the whole category and four seasons pformation has been in an orderly way.

Wang Ying told reporters that in the brand new product development, taking into account the aesthetic preferences of the new generation of consumer groups, the brand used a lot of gray and white solid colors, and at the same time, it also collaborate with the Japanese design team on the profile of the garment and launched the products that fit the Oriental style.

But to eventually rebuild the brand of snow lotus in the terminal market and enhance the brand's market acceptance and influence, Saussurea obviously has a long way to go.

Strategic adjustment is a systematic project.

It seems easy to make the product younger and fashionable, but behind it is a systematic project.

The pformation of a series of product styles requires enterprises to adapt themselves from the upstream supply chain system to the terminal channel layout.

This change is no small challenge for any garment enterprise, especially for cashmere enterprises.

In this regard, to achieve steady and orderly changes in enterprise pformation, Saussurea also adjusted the original supply chain and channel layout.

"We develop products according to the needs of the current consumers, and the product types are also mainly based on a variety of small quantities. In this regard, we begin to pform the original supply chain system of the enterprises, and turn the large production plants into smaller ones, making them more flexible and fast in the production process."

Meng Ze told reporters that unlike most cashmere brands holding two orders a year, the future snow lotus to achieve the product's rolling development, to achieve a 3~4 annual orders.

At the same time, the layout of brand channels must be adjusted accordingly.

At present, Saussurea involucrata is not very large in the area of its agents. Especially in many shopping malls, the floor area of knitted and cashmere products is also shrinking.

"This is why snow lotus is committed to promoting the whole category and the four seasons. We are going to break the limitations of knitted cashmere products, and through the research and development of a series of products, we will integrate into the sales pattern of women's clothing, men's clothing, children's clothing and other large clothing categories in the future."

Meng Ze told reporters that such changes take time and cannot be achieved overnight.

Taking into account the existing channel pattern, Saussurea focuses on its adaptability to the existing channels of Saussurea at the beginning of the product line.

Like snow lotus's Flawless and trousers product series, they can both set up shop individually and incorporate into the clothing category.

At the same time, in the management of existing channels, snow lotus also pays more attention to the accuracy and management of its distribution.

"Take order management as an example, like the franchisee ordering new products of Saussurea, we have strict control over its products, because the new products of snow lotus are quite different from those of the old ones, so we require new shops on the line, and the products of their shops must be all new product lines after the pformation of Saussurea."

He Fei, deputy general manager of Beijing Saussurea International Fashion Co., Ltd. explains that the new and old sections are presented separately in different channels, so as to avoid consumers' vague understanding of Snow Lotus brand and reshape the new terminal image of Saussurea involucrata.

"Saussurea should not only be a famous local cashmere brand, but also build a world-famous cashmere brand in the future."

Meng Ze said.