Saussurea: Opening Up A New Path Of 10 Billion Value Development

In the past 2017, Saussurea is a crucial year for brand pformation and upgrading: according to the world brand laboratory's evaluation of the authoritative value of Saussurea brand, Saussurea has taken the lead in the industry leader with more than ten billion brand value.

On the way of value enhancement, Saussurea has opened up a new way of brand fashion development in the form of multi brand cluster development.

Excellent quality creates billions of value

The birthplace of the first cashmere sweater in New China, the "China Time-honored Brand", the ambassador's gift, the founder of cashmere, and the pioneer of cashmere fashion trend in the past hundred years.

These brilliant achievements and outstanding contributions to the industry belong to the same national brand SNOW LOTUS.

In 2017, in the world brand laboratory's latest report on the brand value evaluation of Saussurea involucrata, the laboratory disclosed that as a third party independent agency, the brand value of Saussurea was 10 billion 820 million yuan, based on the principle, basis and method of relevant evaluation in December 31, 2016.

The intensity coefficient is 12.74.

The evaluation results not only play an objective role in enhancing the brand image and enterprise strength of Saussurea, but also provide a strong basis for the brand to refer to the value of intangible assets.

Ten years ago, COFCO has injected capital into Beijing snow lotus cashmere strategy, and Saussurea has become its enterprise. During that period, capital has served as a link, COFCO has made a lot of positive attempts in expanding the brand influence of Saussurea involucrata.

In 2010, the value of the brand was evaluated by the world brand laboratory, and its value was 6 billion 22 million yuan.

The essence of "brand" is the representation of value, culture and individuality. It is the embodiment of the core competitiveness of enterprises and even the state.

It has been traced back to the establishment of the brand since 1965.

Difficulties in tackling technical barriers in western countries have enabled China not only to have its own ability to produce cashmere sweaters, but also to make Chinese people own their own cashmere brand.

Since then, Saussurea has accompanied and served several generations of Chinese people's clothing life for more than half a century.

In the industry, Saussurea first achieved export earnings and provided technical support free of charge.

Production, and the development and popularization of a series of technology patents, lay a solid foundation for China to truly play the raw material advantages and finally achieve the globally recognized "Cashmere great power" industrial structure.

It can be said that under the background of various historical periods and changing market environment, Saussurea involucrate is all

Industry, especially in the development of cashmere industry.

Snow Lotus brand new China's first cashmere sweater

Saussurea 17/18 autumn winter series

This year coincides with the fortieth year of reform and opening up. During the period of market economy, Saussurea also accumulated fruitful achievements in various aspects such as design, manufacture, service, management, channel, marketing and so on. At the same time, it also experienced glory and slump, restructuring and remodeling, but the quality control and pursuit had never been idle for a long time.

New positioning leads the new direction of brand development

"Brand" is the concentration of intangible assets. It is a generalization of popularity, awareness, reputation and loyalty. It is also the front-end contact of enterprises to develop the market and serve consumers.

In 2014, the Saussurea brand returned to Beijing Saussurea Group Co., Ltd. of Beijing textile holding limited liability company (now Beijing fashion Holding Co., Ltd.).

Focusing on building a new line of fashion brand that meets the development direction of the new textile fashion industry group, focusing on the upgrading of the three core businesses of brand operation, cultural creativity and science and technology service, Saussurea has successfully pformed the new era of "Cashmere whole category".

Saussurea Beijing fortune shopping center flagship store

During the 2017 Beijing fashion Summit Forum held by China National Museum, the theme of "sharpen the essence of products and create value by heart" was jointly planned by Saussurea group and China clothing magazine. The party secretary and director general of the Beijing snow lotus Group Co., Mr. Meng Ze said in his speech: "Saussurea has made great changes in brand concept, image, product and culture through a series of adjustment and innovation.

First of all, it is to relocate the target audience, and to change the old way of distinguishing the target consumers with age and spending power, instead of locating the target group of snow lotus by means of "lifestyle and scene".

Then it defined the service to meet the needs of the city and the intellectual elite, and then changed the brand Slogan from the original "beauty has not changed" to the present "the most lasting and beautiful inheritance".

It represents the pursuit of product quality, ingenuity and culture, as well as satisfying consumers' pursuit of beauty, fashion and new lifestyles, as a brand's unremitting pursuit.

Moreover, the brand name of snow lotus has been upgraded from "cashmere sweater single category" to "cashmere as the core material of the four seasons, knitted whole category".

Moreover, through the further subdivision of consumption patterns, the brand clustering effect of multi brand integration is constantly highlighted by taking the brand of snow lotus as the main body.

Meng Zai, chairman of Saussurea group, spoke in Sharon's activity of "returning to the essence of products and creating value with diligently".

It can be said that no matter from the brand concept, fashion design, terminal construction, service management and other aspects, it has a good interpretation of Saussurea's pursuit of "meeting the needs of consumers".

Such a friendly interaction with the market has also made remarkable achievements.

This value assessment report shows that compared with 2014, the main production and sales management companies of Saussurea group in 2016 are: Beijing Saussurea cashmere Co. Ltd. and Beijing Snow Lotus International Fashion Co., Ltd.

Saussurea brand 2015~2017 was selected as the top 500 brand of China in three consecutive years. In 2015 and 2016, Saussurea won the title of top 100 enterprises in China's apparel industry.

And this report predicts that in the next two years, the brand will remain stable on the existing basis.

Concentrated efforts to create snow lotus fashion feast

As the dominant brand of Beijing fashion holding limited liability company, Saussurea fully supported and encouraged the holding company in the process of restructuring and reshaping, so that snow lotus has gained high-quality resources and broad platform support in enhancing the overall strength of the brand.

In the past 2017, the State Council approved the establishment of "China brand day" in May 10th, sounding the "assembly number" of the rise of Chinese brands.

In this year, a series of notable achievements in the construction of Saussurea have been concentrated on the goal of making snow lotus a leading brand with international influence.

Saussurea advanced customization brand is the first time to bring the cashmere brand of China to the international fashion capital, Paris, to send out the confidence of Chinese fashion brands to the world, and to complete the attempt to shop in the locals. On the second "capital open day of state owned enterprises", the citizens of the capital explore the story of "Shelyn Thany" behind the past hundred years' history, experience the boundless charm of the non hereditary handicraft, and fully feel the responsibility and mission of the snow lotus brand "craftsman spirit" and the cultural and creative cause; establish the "snow lotus Cup" Cashmere hand woven creative competition, upgrade the innovation platform for the industry subdivision area, and participate in the fashion Beijing consumption Month activities.

Snow lotus by Tanya Wang held a fashion show in Paris

2017 Beijing fashion week once again played the most intense year of the capital fashion brand. On the evening of September 22nd, at the opening ceremony of the Cultural Palace of Beijing people's work hall, the theme of "snow lotus line", "snow lotus 18/19 autumn and winter cashmere knitted apparel fashion trend" was unveiled.

Under the bright colors and magnificent blending of ancient buildings, "Snow Lotus" has dedicated a fashion to the fashion week and the fashion industry, which combines the cashmere fashion visual experience with the ancient capital's history and art perfectly.

Saussurea is the second time this week in Beijing fashion week. The 4 thematic events (exhibitions) based on the fashion trends, brand culture and the "snow lotus Cup" Cashmere hand knitting contest have been fully penetrated into the three major sections of the fashion week. This range of participation and depth also fully demonstrated the comprehensive strength of snow lotus's deep foundation and the importance of improving fashion design ability.

2017 Beijing fashion week debut "snow lotus line" trend released at Tai Temple.

2017 Beijing fashion week closing ceremony, snow lotus won the "Forbidden City Brand Award".

During this period, the commercial landing and innovative marketing based on the trend of popularity have made a more far-reaching and direct benefit to the brand.

Regarding this, Chen Di language, general manager of Beijing Saussurea Group Co., Ltd., in an interview with the media after the press conference, said: "based on the successful experience of the cashmere fashion trend in the first three quarters, we will not only predict the color, style and fabric of cashmere knitted garments for the next 1-2 years, but also register the book number for the fashion trend book, making it a public publication of official publications.

The goal is to serve the design institutes, enterprise brands, independent designers, and so on, so as to really benefit the industry and promote the design ability of the industry.

Moreover, the development and release of color based on the trend of fashion will directly promote the development of Saussurea yarn sales business, and the involvement of this innovative marketing has made an effective attempt for brand to try new sales mode.

First, consumers who are interested in the front-end tide flu can meet their unique fashion pursuit ahead of schedule through online booking and buying patterns.

The two is "social marketing", such as "fashion trend", "advanced customization", "technology implantation" and so on, which are targeted to target consumers through social communication.

Fashion trend of Saussurea 18/19 autumn winter cashmere knitted apparel

Chen Di, general manager of Saussurea group, was interviewed after the launch of Saussurea.

Brand culture is developing new vitality in the new era

The age is changing. It has been difficult for a brand to survive for half a century. And the struggle and harvest of Saussurea has been permeated with a belief that keeps it blooming with new vitality and vitality.

In the mid 90s of last century, the "Saussurea spirit" with the characteristics of not afraid of danger, dedication, pursuit of quality and positive innovation had been condensed by the relevant departments of the state and formed a call.

Over the past 20 years, this spirit has never been forgotten in the generations of Saussurea.

Since the nineteen great victory of the party, Saussurea has made an active decision on the nineteen major reports, the overall planning of Beijing and the requirements for the development of the fashion industry group, which has further strengthened the brand's development confidence and strategic self-confidence.

By actively displaying cultural connotations and seeking the close combination of historical culture and heritage technology with the brand of snow lotus, the brand culture in the new era will provide more endogenous impetus for innovation and development.

Shelyn Thany fashion workshop in Sanyou mall, Beijing

Saussurea explored the cultural and creative sector business launched by "cultural creativity to boost brand value". It has also become another extension and increment of brand value. After excavation and sorting, the history of Saussurea can be traced back to the Ren Li company, which was founded in 1919. It also provided a deeper historical and cultural tone for the Saussurea brand. Since its launch in late 2016, the snow lotus Ren Li fashion workshop has excavated and invited more than 30 non heritage crafts and handmade people to join the country.

This series of work helps enterprises find a lot of intersection points between brand culture, enterprise culture and traditional culture. By colliding, promoting each other and combining with each other, we finally achieve the landing and upgrading of the whole cultural industry of snow lotus, and highlight the social responsibility of enterprises.

Saussurea group co operating with the Imperial Palace to reissue the "crown of the Heavenly Kingdom"

Returning to the essence of the brand and the deep tillage of the enterprise operation, the persistent exploration and struggle of the snow lotus brand is the foundation for its unfailing defeat in the fashion industry.

For a long time, we pay tribute to the creation and dedication of Saussurea for more than half a century.