Liu Wen'S Finale, Ordos, Ordos, 2017 Autumn And Winter Series Yuan Quan, Gao Yunxiang And Jin Dachuan To Help.

As with all the classic brands, the pformation of China's cashmere brand Ordos during the past 30 years is almost always a pformation on the crisis.

The competitors of Ordos are no longer cashmere brands, they must use fashion to defeat the weather.

Yesterday, at 19 o'clock, with the grand symphony, the Ordos group's ERDOS "chase light" 2017 autumn winter show was opened in Beijing agricultural exhibition hall.

On the side of the museum stands the background of the blue theme of this autumn and winter series. The center of the background wall is simply printed with "ERDOS" and chic sheep logo.

For people passing by the building, it is not difficult for them to identify the brand that has been ploughing for 30 years in the consumer concept. However, compared with the slogan "Ordos warm the whole world" and the Chinese logo cashmere brand Erdos, the visual expression and ostentation of the brand are both familiar and strange.

This is the second big show after the reshaping of ERDOS brand.

According to the highest standard of the current domestic show, the show specifications include the star lineup including Yuan Quan and Olivia Palermo.

Jin Dachuan, Wang Xinyu, Miao Miao bin and other new supermodels are also in full swing.

In addition, there is also live broadcast of big show and instant shopping.

With the rise of domestic clothing brand performance standards, the ERDOS show is almost impeccable.

But for Ordos group, the most important thing is not the press conference itself, but an important pcript of the brand remolding a year later.

Last year's debut

After reshaping the conference, more and more eyes began to invest in the ERDOS that was once marginalized by fashion.

The hot "ERDOS" show of Ordos was officially launched in 798. The original Ordos brand was split into the internationalization and fashion oriented ERDOS, and the Ordos 1980 focused on cashmere specialty and brand heritage.

As a result, the Ordos cashmere dress brand family has 4 brands, ERDOS, Ordos 1980, 1436 and BLUE ERDOS, for different customer segments.

1436 and ERDOS focus on high-end and fashion customers, 1436 of them are luxury brands, and the two group is the crowd with high consumption ability and willingness to spend on the market.

The Ordos 1980, which is a professional cashmere brand, has followed the brand tradition and the traditional mature customers of the Ordos 1980 brand. However, it emphasizes that it is not only aimed at the mature customers, but also is not maintained to maintain the traditional customers. Under the guidance of the creative director of Italy, Ordos 1980 is also a brand new.

BLUE ERDOS is specifically aimed at the "millennial generation" young consumer groups, with a sense of design, cost-effective and Ordos quality endorsement as the core competitive advantage, thus becoming the key crowbar for the group to enter the young market.

30 years ago, a piece

It is a representative of rare quality. When cashmere is mentioned, people can always associate with the Ordos City in the Inner Mongolia Autonomous Region, China and the cashmere group of the same name.

10 years ago, as Chinese consumers paid more and more attention to the fashion of products, cashmere sweaters with a single style and higher unit price began to become the pronoun of "old spirit", and the thick cashmere clothing was mainly suitable for autumn and winter season, and it was also susceptible to weather factors as the category of down garments.

5 years ago, China's macro economy began to turn into a turning point, and consumption and retail sales entered a new stage. Consumers were increasingly subdivided, consumption concepts tended to be diversified, and the competition and reshuffle of clothing brands were intensifying. At this time, the Ordos group felt a strong sense of crisis.

In 2015, Erdos began to launch the brand development strategy research, and carried out a market survey of more than 5000 consumers in more than 30 cities nationwide. The brand discovery, on the one hand, "Ordos" has become the pronoun of high quality cashmere clothing, and enjoys high popularity and emotional identity in the eyes of consumers in all parts of the country. On the other hand, the "Ordos" brand has accumulated a large number of customers over the past thirty years, which has begun to be too vague and even aging. This is not in line with the trend of consumption upgrading nowadays, especially in the lack of influence on young consumer groups.

A series of reshaping plans are on the way, and the main driver behind the reshaping plan is Wang Zhen, vice president and executive director of Ordos holdings group and general manager of Erdos Cashmere Group.

As the second generation of the management of the Ordos group, Wang Zhen, who graduated from University of Cambridge in England, has injected the international perspective into the management of the traditional cashmere industrial chain group. The 1436 of the top cashmere brands positioned as luxury goods was founded in 2006.

For Erdos, a large body, it is easy to clarify the concept. However, the real change to sales terminals is extremely complex systematic engineering, including the relocation of multi brand differentiation, the reshaping of brand image in various communication routes, the adjustment of internal management structure, and the re layout of more than 1000 physical stores and online markets that occupy many years of department cashmere floors.

The most direct impression of consumers after pformation is the communication and expression of various channels of communication.

Gilles Dufour, an artistic director who worked for Chanel for 15 years, has brought ERDOS an aesthetic system with more international perspective and artistic direction.

China's supermodel Liu Wen has become the starting point for many consumers to change their ERDOS image.

Just like Liu Wen's own characteristics and experiences, the local property and the internationalization pattern have reached a balance in the advertising image presentation of ERDOS.

In addition, the group is promoting the fashion of the Ordos brand through joint cooperation, including the last year's 1436 and the first batch of Chinese designer Uma Wang Wang, who has entered the official schedule of Milan fashion week. ERDOS and the new designers in the joint work of Yan Ning, Ou Minjie and Ma Kai have explored more possibilities of cashmere through the design perspective.

ERDOS has also worked with the famous designer BING XU to launch more in-depth cross-border cooperation with BING XU in the 2017 autumn and winter products. The special series was launched on the theme of the main theme of the season, and will soon be put on the market.

In order to make a clearer definition of the differentiation of the four brands, ERDOS has strengthened cooperation with star fashion KOL in shaping brand promotion strategies, 1436 has focused on cooperation with artists, and 1980 stressed the emotional relationship and life experience in the new era. BLUE ERDOS has highlighted the personalized expression in the digital age.

However, for consumers, the common problem of the pformation of domestic clothing brands is that the change of brand advertising image is divorced from the physical stores, and the direct impact on consumer behavior is the experience of terminal stores.

Wang Zhen told reporters that in the past year, Ordos group has carried out ERDOS and Erdos 1980 new VI (visual identity) system and SI terminal store image design and switching implementation, also launched a national brand visual identity promotion plan, optimizing the direction of brand positioning on every consumer and brand contact.

The Ordos brand and the company's organizational structure have also made great adjustments, and established a system of four brands separated operation but comprehensive management.

The four brands have independently operated units, such as product research and development, promotion and image management.

At the same time, the background is a comprehensive management sharing system, such as logistics, supply chain, production, service and information system.

"This is a crisscross management model.

Compared with the past management of only one brand, everyone can feel great changes and challenges, but after trying to break in, the initial new model has come to the ground. We hope to achieve a balance between efficiency and effectiveness in a seemingly complex way to achieve brand and business balance.

Multi brand strategy has become a new fashion in China's clothing market.

However, some analysts believe that this is a double-edged sword. Compared with a good brand, multiple market segments need more energy from the risk of decentralization.

Wang Zhen believes that the development of multi brands must involve more energy, which is decided by the enterprise strategy.

More importantly, in the rapidly changing market in China, it is the practice of concentrating on the basis of market segmentation.

For a group of customers, they can get their recognition if they try their best to satisfy their needs.

According to Ordos observation, China's market size is large enough to support multiple market segments.

"Only one brand can do it, but it can only get a chance to segment the market, and it can't take over the whole consumer market."

Erdos's "take all" ambitions are indeed big enough. The four brands targeted market segments almost clearly and completely outline the entire Chinese clothing and consumer market. Whether it is fashion or basic money, whether young or middle-aged or old customers, regardless of the pursuit of high price ratio or luxury, each of the subdivision needs has the layout of Ordos.

Moreover, Erdos wants to jump out of the cashmere industry and enter the fashion apparel market with more space to play.

"Ordos's competitors are really not cashmere brands, but fashion brands."

Wang Zhen further explained that what Ordos is doing is related to the "present" brand and products that are fashionable but retain cashmere attribute labels. Ordos cashmere is no longer a cashmere sweater produced in autumn and winter every year, but a full season product covering all kinds of products.

Thanks to the progress of cashmere technology, cashmere can also be made into any lightweight products.

Summer is not over yet. The ERDOS dress worn by the guests this evening does not look heavy at all.

The key to the continuous innovation of technology is the complete cashmere industry chain of Ordos.

From the pasture, sheep species, picking up the whole industry chain is the bottom of Ordos.

This has also become the trump card of Ordos in the face of external competition.

Over the past two years, with the advent of consumption upgrading, consumers have attached more importance to the quality of fabric materials, and the cashmere age has returned.

Loro Piana, Brunello Cucinelli and other luxury cashmere brands have entered the Chinese market. Cashmere products such as Burberry and Max Mara have also become the classic styles of consumers willing to invest. Especially the Max Mara coat has won wide recognition among Chinese consumers after the constant popularity of the fashion WeChat public.

A well-known lifestyle consumer guide, the blogger, has launched its top WeChat cashmere sweater, which includes a cashmere sweater and why it costs you ten thousand yuan.

Under the pressure of global luxury brands, the market space has been squeezed, which confirms Wang Zhen's judgment of Ordos competitors, but the whole industrial chain of Erdos is a competitive advantage of differentiation.

In fact, the cashmere industry chain is only part of the multiple industrial chain of Ordos group.

The business of the Ordos group listed company (600295.SH) is mainly composed of two parts: cashmere clothing and power metallurgy and chemical industry, and the proportion of cashmere clothing business is not large.

"Cashmere and electric smelting two business models and characteristics are very different, a 2C (for consumers) a 2B (for commercial main body), a light asset, a heavy asset, cyclical characteristics are also different, but strategically important, is the Ordos group's two pillar business."

Last year, the group raised 2 billion 900 million of the cashmere clothing business, mainly for channel construction and brand image upgrading.

Cashmere belongs to the consumer market. Obviously, the cashmere business stems from the group's optimistic view of China's continued consumption upgrading in the future.

However, according to Wang Zhen's fashion headline net, due to changes in national policies, the specific amount of the fund-raising project may change dramatically.

In the past year, the Erdos Cashmere Group has achieved remarkable results at a faster pace than expected.

According to the disclosure, ordering, four months after the brand remolding, four orders of continuous increase, ERDOS and Ordos 1980 total, 2016 autumn and winter growth 11%, 2017 spring and summer growth 17%, 2017, autumn and winter growth 19%, 2018 spring and summer orders increased by more than 40%.

Under the premise that the order pattern is reduced by 30%, the growth of the order quantity proves that the market is confident of the product.

At the retail level, sales of new products in the 2016 autumn and winter and 2017 spring and summer seasons in the country increased by more than 20% over the same period last year.

The two quarter sales rate has reached a record high. Since the brand strategy was rebuilt in September 2016, double-digit growth has been recorded in the sales and sales of new products. Some key stores have increased more than 30% in 2016 autumn and winter sales of new products, and the direct feedback from the market is considerable.

The group also received a positive response to the brand remodeling from the layout of the whole channel. The data show that the growth rate of the Erdos brand family business reached 47% last year.

"Now we have separated channels, no matter what is consistent online and offline. This is a new attempt this year.

Choose one hundred pilot stores on line and offline, continue to follow up and explore new models and practices, and actively try to develop online and offline strategies that are consistent with brand positioning goals.

Since 2009, Tmall has also become an important partner of Ordos in exploring the whole channel process. Ordos said it is willing to try any new Tmall models, so as to closely match the latest development trend of the electricity supplier.

At present, the income of the Erdos cashmere clothing section accounts for more than 10% of the electricity supplier, and the development space is still very sufficient. Last year, tens of millions of investment in Erdos invested in upgrading the information system, opening up all the stocks, providing hardware support for the development of the electricity supplier. It is reported that the new membership system and micro business will be launched this year.

Ordos's pition with a lightsome posture is not yet conclusive. But the Chinese cashmere brand, which is based on the emotional foundation of 30 years and has a better understanding of consumers' pain points, is obviously easier to walk back to consumers' hearts again.

Reporter: cashmere has a distinctive character. How does Erdos overcome the seasonal restrictions of cashmere itself and the stereotype of "aging"?

Wang Zhen: what Erdos is doing is making cashmere more fashionable.

Cashmere itself does not have age attributes, but because the brand used to be homogeneous and traditional, it created the impression that cashmere is equal to the elderly.

But this is actually a misunderstanding, because the material itself has no age tag.

If we can create different brands to deal with different consumers, the problem of age can be solved, mainly depending on the performance of the brand.

The four brands are all series products.

Ordos 1980 is more professional in cashmere, and the proportion of cashmere products in the product line is larger. It also contains silk shirts, cotton and light products.

Of course, the core competitiveness of these brands still has a cashmere label and attribute, because we are the origin, with more than 30 years of technology and the world's top technology experts, we are going to set up the world standard, so we are positioning ourselves in the fashion brand, but it doesn't mean cashmere.

The products of the spring and summer series are also outstanding.

Cashmere products account for 60% of the autumn and winter series and 40% of non cashmere products.

The proportion of non cashmere in spring and summer series is larger, accounting for more than 75%, and cashmere is only about 25%.

From the cashmere itself, the new technology and technology also promote a lot of light and thin materials.

Reporter: last September, Ordos brand began to reshape.

What kind of sense of crisis did the company feel before 2015? What was the situation then?

Wang Zhen: About 2013 to 2014, China's macro economy has entered a turning point. Consumption and retail have entered a new stage. Consumers are becoming more and more subdivided, the consumption concept is becoming more and more diversified and mature, and the competition and reshuffle of clothing brands are intensifying. We realize that we must understand and serve consumers in a more accurate and rapid way.

In 2015, we launched the brand development strategy study, and studied more than 5000 consumers in more than 30 cities across the country. On the one hand, "Ordos" has become synonymous with high-quality cashmere garments, and enjoys high popularity and emotional recognition in the minds of consumers across the country.

On the other hand, the "Ordos" brand has accumulated a large number of customers over the past thirty years, which is slightly vague and beginning to age. This is not compatible with the trend of consumption upgrading and the long-term vision of the brand, and the influence of the Ordos brand on the young post-80s is urgently needed to be built.

Therefore, we have decided to make some major adjustments in brand strategy, and through more brand building, we can get and serve the various segments that are clearly differentiated in today's market.

Reporter: Cashmere reminds of Erdos Group. At present, the Erdos Group has a very high market awareness in Chinese consumers, but at the same time, it means that brand image remodeling will become more difficult.

Have you ever thought that consumers of high age consumers who are less receptivity to new things will not buy the ERDOS after remodeling?

Wang Zhen: we thought it very clear at the beginning of the brand separation.

The original intention of Erdos's brand strategy remolding is to acquire and serve various segments of the market more accurately by subdividing multiple brand portfolios.

In the brand family, ERDOS itself is located in the mainstream middle-class fashion crowd. This is the crowd with high consumption desire and consumption ability in the Chinese market today. With the continuous consumption upgrading, there is a huge market opportunity. This customer group is the main battlefield of ERDOS brand.

Reporter: Erdos 1980 is aimed at this group of senior age consumers segmentation brand, why later put forward the concept of "no aging"?

Wang Zhen: in fact, there is always a concept of "no age", but it is more emphasized later.

Ordos 1980 is the traditional mature customer group of the brand. It does not mean that Ordos 1980 is aimed at mature customers, nor is it going to "maintain" this part of the group that has been with us for a long time, because the brand needs to be renewed and consumers need to change.

So Erdos 1980 also invited the director of Italy to do the product without age, and the brand itself changed greatly.

Secondly, the core position of Erdos 1980 is the professional cashmere brand. For a professional brand, inheritance is inevitable, but inheritance needs to be developed.

The 1980 brands of Ordos focus on specialty and quality. On the core of cashmere products, Ordos 1980 product line will be very deep, for example, the basic fund will provide a suitable choice for all age groups. One color will have multiple collar types.

In addition, there are many basic items in the exhibition of Erdos 1980 cashmere living home, including cashmere Jersey, scarves, gloves, underwear, not old people who need basic funds.

Ordos 1980 is different from Ordos fashion, series and internationalization in style, but Ordos 1980 is more suitable.

Ordos 1980 is about the quality of cashmere, and ERDOS is a fashion story.

Reporter: after dividing Ordos into ERDOS and Ordos 1980, how can the reshaping plan progress? Can you share some specific sales data?

Wang Zhen: the rebuilt ERDOS and Ordos 1980 have exceeded our expected performance.

On the order, after the brand remolding, the four seasons of orders were increased continuously, and ERDOS and Ordos combined 1980 points, 16 autumn and winter growth 11%, 17 spring and summer growth 17%, 17, autumn and winter growth 19%, 18 spring and summer orders increased by more than 40%.

The industry is confident in its products.

At the retail level, sales of new products in the 16 autumn and winter and 17 spring and summer seasons in the country increased by more than 20% over the same period last year.

Sales in the two quarter hit a record high.

This is a direct feedback from the market.

Reporter: as part of the brand remolding plan, how can ERDOS and Ordos 1980 use differentiated terminal store images and advertising images to distinguish consumers from four brands?

Wang Zhen: in the past year, we have carried out the design and handover of ERDOS and Ordos 1980 new VI systems and SI terminal stores, and also launched the national brand visual identity promotion plan simultaneously, optimizing the direction of brand positioning in every consumer and brand contact.

The design of each brand VI system and SI system, we are collaborate with the world's top creative and retail space design companies, brand new store image, including space, software and hardware and display standards, while the new retail operation standards and training system is also being promoted in order to strengthen the brand unique experience through the integrated brand presentation system, and pform into the consumer's differentiated brand cognition.

Reporter: what changes have taken place in the management structure?

Wang Zhen: the brand division and the company's organizational structure have made great adjustments, and established a system of four brands separated operation but comprehensive management.

The four brands have independent operation units, product development, promotion and image management are four brand independent teams.

But at the same time, there is a comprehensive management system in the background. Logistics, supply chain, production, service, information system and so on are shared.

This has become a crisscross management model.

Compared with the past management of a brand, everyone can feel great changes and challenges, but after trying to break in, the initial new model has landed.

The image of the four brands has been shaped.

Reporter: Domestic Apparel Group has been making pformation and brand remoulding in recent two years, especially the BLUE ERDOS, which is mainly aimed at the young market. The competition in this market is becoming very intense.

What is the positioning of Ordos group in the Chinese apparel market? Besides the existing Japanese market, is there any plan for further international expansion?

Wang Zhen: Yes, BLUE ERDOS is facing the biggest market of China's consumption volume and potential in the future, that is, the special fire at home and abroad, millennial generation, but indeed, it is also a highly competitive market.

So we have to make our own attitude.

Now is a very young team running, their advertising in the company's elevator, the evaluation is very high.

We are about to enter a market where three other brands have not entered.

Erdos creates BLUE ERDOS brand to enter this market. Our core position is very clear. BLUE ERDOS, as a brand with a young attitude, has the core competitive advantage "design sense + high price performance ratio + Ordos quality endorsement".

Two or three years ago, BLUE ERDOS was a designer dress brand, but then we made a thorough adjustment and completely overturned it.

Since its launch last year, it is developing at a faster rate than expected. Many shopping malls have actively invited the brand to enter.

The brand is cost-effective and tonal.

Cashmere is the most competitive product category of BLUE ERDOS, but it will not be confined to cashmere. BLUE ERDOS has a strong sense of total look. The seriation and compatibility of products, and the coordination of cashmere and brand positioning are the overall competitiveness.

In the early days of BLUE ERDOS, we focused on the visual identity of the brand, including store image and display image. In the aspect of consumer experience, we focused on the consistency of the information conveyed by the brand, such as the consistency of brand image and experience on line and line, the consistency of our store's goods, display and advertising image, and the most simple and direct way to convey the brand attitude and idea of BLUE ERDOS to consumers.

At present, BLUE ERDOS has 40 stores, originally planned to be 30.

Reporter: data show that the Ordos brand family electric business has achieved good results. Last year, the growth rate reached 47%. What is the future electricity supplier strategy? What percentage of the total revenue will the target take? What are the requirements for the choice of the e-commerce platform?

Wang Zhen: the electricity supplier's sales performance is very good. There is no doubt that the future will continue to grow significantly.

But the electricity supplier is not only a channel and sales function, but also a crucial platform for consumer communication and insight, a platform for brand communication and promotion, and a platform for online and offline commodity sharing and interaction.

With the rapid development and evolution of new technologies such as big data, AI, AR, payment and logistics in China's current Internet and consumer environment, the relationship and interaction mode among brands, retailers and consumers will become more diverse and interesting, and will be deeply integrated online and offline.

What we are doing now is the whole channel. Last year, double eleven was done online and offline. It has been separated from each other. No matter what happens online or offline, it is a consistent attempt. This is a new attempt this year.

Online and offline choose one hundred pilot stores, so they are continuing to follow up and explore new models and practices, and actively try to develop online and offline strategies that are consistent with brand positioning goals.

The choice of e-commerce platform follows the logic of brand positioning and development, which is the specific judgement of time and situation.

For example, we are now working closely with Tmall, and we have been working with Tmall for a long time. Since 2009, we have been a very good strategic partner. So our new model is also trying to explore the development mode of high-end fashion brands on Tmall platform.

Now the electricity business accounts for more than 10% of the revenue. There is still much room for development. Last year, it solved the problem of information system, opened up all the stock, and provided hardware support for the development of the electricity supplier.

This year, we will introduce a new membership system and micro business launch.

Reporter: multi brand strategy has become a new fashion in China's clothing market.

However, some analysts believe that this is a double-edged sword. Compared with a good brand, multiple market segments need more energy from the risk of decentralization.

How do you face this challenge?

Wang Zhen: the core of the brand is positioning. The core of the positioning is subdivision. Of course, subdivision can be done at the customer level or at the category and market level.

In the rapidly changing market in China, it is the practice of concentrating on the basis of market segmentation.

For a group of customers, they can get their recognition if they want to show them well, experience numbers and serve well.

According to our research, China's market is large enough to support you in the market segmentation.

It's okay to be a single brand, but you can only get a chance to segment the market and not consume the entire consumer market.

The development of multi brands must involve more energy, which is determined by the company's strategy, goals and vision.

After more than a year's efforts, we have gradually established the organization and operation system of multi brand division management collaborative development. This is a complex brand management system. Many large brand groups all over the world are using this management mode to different degrees, in order to achieve the balance between brand efficiency and efficiency in a seemingly complex way.

We are constantly adjusting and developing.

At present, the performance of the market is good enough to give us some confidence.

Reporter: how does the group plan for the future expansion of the 1436?

Wang Zhen: 1436 this year just 10th anniversary, has established a stable and rapid development business.

It not only pursues the style and quality of products, but also has high spiritual pursuit.

1436, we went to the grasslands to explore the prairie feelings, and did a lot of cultural and artistic research.

So this customer group is very stable.

1436 overseas expansion is going smoothly, and second Zhangdian is opened in Osaka.

Pricing in Japan is more expensive than in China, and is sold to local consumers.

Japan's operation team is very localized. We trust it very much, and the Japanese love cashmere very much.

1436, there is no particular urgency in foreign expansion. The next step may be to go to the European market, first with some buyer shops.

Because 1436 of the team is a very stable team, not particularly aggressive.

At present, 1436 has stabilized in Japan and has accumulated many local customers.

There are 40 shops in the country, 3 in Japan, and 2 pop-up flash stores in Tokyo this fall.

Next January, I will go to Italy to attend showroom.

The brand design studio is in Milan.

Reporter: cashmere dress is a fast growing category in recent years. But with the improvement of consumer awareness and the expansion of the market, more and more foreign cashmere brands such as LoroPiana have entered China.

In addition to the traditional channel advantages, what is the competitiveness of Ordos?

Wang Zhen: first of all, on the whole, the competitiveness of the brand family comes from the category advantages of the Ordos group, which has been cultivated over the past thirty years in the minds of consumers, and the possession of cashmere in this category.

Secondly, the competitiveness of each brand is going to the field of segmentation. Ordos four brands in each market segment, for different competitive brands, we all have their own unique competitive advantage combination, product design, cost-effective, channel accessibility, customer service, can form different combinations.

Many brands can't do the whole chain like ours, because we start from the pasture, sheep seeds and picking up the wool.

Our brand has continued to invest in this area for many years. It has both production and development, rapid reaction, and innovation in the face of the market. The combination of the two is also our core competitiveness.

Erdos today's competitors are really not a cashmere brand, but a fashion brand.

What we are thinking about is how to stand out in fashion brands, keep the cashmere property label, and become very "present", become young and fashionable, related to "me", and related to the family.

Reporter: data show that you have also tried the new retail format of "Cashmere space" brand collection point.

What other channels and formats are there for the Ordos group to try in the future?

Wang Zhen: Cashmere space is a new practice. In the future, we will try to buy a cashmere buying shop.

We are in the main department store channels are in-depth layout of our brand portfolio, that is, one shop multi hall mode, such as Beijing Han Guang, of which four stores contribute 50 million of the sales scale a year.

So on the one hand, there are new formats. On the one hand, we also have a deep layout of brand combinations in traditional channels.

No matter in tourism retail channels or overseas channels, Japan is at the core, stationed in some very high quality core channels, will continue to be steady and steady, but there will be innovation and development.

Reporter:

The business of group listed companies is mainly made up of two parts: cashmere clothing and power metallurgy and chemical industry, but according to the 2016 600295.SH report, cashmere clothing business accounts for a small proportion.

But last year, we raised 2 billion 900 million cashmere clothing business. In the macro strategy, what position will the cashmere clothing business occupy in the diversified industry chain in the future?

Wang Zhen: the original 2 billion 900 million fund-raising may change because of policy reasons.

From the overall layout of the group, the business models and characteristics of cashmere and electric smelting two businesses are very different. One 2C, one 2B, one light asset, one heavy asset, and different cyclical characteristics, but strategically, are very important. They are the two pillar businesses of Ordos group.

Cashmere is a consumer market. We are optimistic about China's continuous consumption upgrading in the future. In such a huge consumer market, we are confident that China's own fashion will emerge in the next twenty years.

The group, Ordos, as the first batch of national brands born together with China's reform and opening up, has a very good history and foundation for development.

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