Qinghe: From "Cashmere Capital" To "Fashion City"

Recently, 86 Chinese clothing growth brands were released in the 2019 "China clothing growth brand" expert briefing, of which Qinghe cashmere clothing brand accounted for 9 seats.

It is understood that the "China garment growth brand" is a well-known award in the industry jointly sponsored by the Circulation Association of China Textile Industry Federation and China Apparel Association in 2010.

"Being able to juxtaposed clothing brands with Guangzhou, Shanghai, Jiangsu and other places into China's clothing growth brand means that Qinghe cashmere products brand has stepped into the first phalanx of the national garment industry, achieving a leap from chasing fashion to leading fashion."

Zhang Haiyan, vice president of Circulation Association of China Textile Industry Federation, said.

Lead the structural reform of supply side to "nose" and deep tillage quality management

"This is the yarn we have dedicated to Hermes. The cashmere shawl made of it is light, thin and soft, and can be worn through a ring."

Recently, in the production workshop of Hongye cashmere company, Feng Zihong, general manager of the company, has displayed the fine yarn, which is a product developed by the company in line with the demand of high-end market.

Qinghe cashmere industry started in the 70s of last century. After more than 40 years of development, Qinghe has become the largest distributing center of cashmere and cashmere products in the world. The total annual sales volume is 40% in the world and 60% in the whole country, with a total output value of more than 20 billion yuan.

In view of the increasing demand of consumers for quality, Qinghe cashmere enterprises take the lead of structural reform of supply side, comply with market demand, increase effective supply, from initial processing to cashmere spinning to cashmere products, and improve the quality of the whole industrial chain.

"Qinghe cashmere products have been criticized for their quality."

Fan Yingjun, deputy chief executive of Qinghe County, said that the quality problems such as insufficient composition and virtual standard had been stored in a period.

In order to improve the quality of products, the county Party committee and the county government set up the leading group for industrial development, put the quality brand strategy into the outline of the development of cashmere textile industry, and formulated the local standards of Hebei province.

We should strengthen product quality improvement, organize cadres and relevant departments to enter villages and enter households, inspect and supervise the rectification of problems, and post offices, public security departments and other departments to jointly manage postal and express outlets, and purify logistics channels.

Especially in recent years, Qinghe has applied advanced scientific and technological means to establish a brand quality traceability certification system, which has been included in the traceability certification system.

In the Hao Li cashmere products company, the reporter picked up the phone to scan the two-dimensional code on the trademark, and the detailed information about the origin, production batch, process design and quality inspection of the product appeared immediately.

"This set of quality traceability system can achieve quality control from the raw material end to the end product sales process, and consumers can buy at ease."

Cui Yingguo, chairman of the company.

Relying on excellent quality, Qinghe cashmere enterprises continue to "climb", successively with LV, Hermes, Chanel, Giorgio Armani and other luxury brands in the world to establish cooperative relations, Qinghe cashmere products go abroad and go to the world.

With industrial design, cashmere products are becoming more and more fashionable.

"Before, the product style was single and the sales volume on the Internet was limited.

Recently, the cashmere series of cashmere garments designed by the company is fashionable and sold more than 1300 pieces in only a week.

Qinghe Li Yi Meng cashmere products company shipper Qu Tingting told reporters that Li Yi Meng cashmere from the product R & D design, has invested more than 1500 yuan in Beijing to set up R & D center, product R & D design, many styles become "burst", in short supply.

Although Qinghe cashmere has a reputation, cashmere products are old fashions, old fashions, and can't keep up with fashion trends.

"The reason is that enterprises do not pay attention to product research and development, R & D strength and investment are seriously inadequate."

Qinghe cashmere Town Comprehensive Management Center Deputy Director Zheng Chunyu said.

Awei cashmere products company is a company specializing in the production and sale of cashmere products. Although the quality of products is good, but because of not paying attention to its own brand design, it has been running behind the "bottom" of the market.

Faced with the lack of R & D capability of small and medium-sized enterprises, the county has worked with Wuhan Textile University and Tianjin University of Technology to set up industrial design training base and design talent training base, vigorously implementing thousands of industrial designers training plan.

At the same time, in cooperation with China Fashion Color Association, China has built the first China cashmere fashion pavilion with research and development design, fashion display and fashion trends. Up to now, more than 40 cashmere fashion press conferences have been held.

Qinghe County invested 30 million yuan in financial cooperation with universities and fashion design institutes to set up a provincial cashmere industry technology research institute, and build an innovation system combining production, teaching and research to promote industrialization of industrial design results.

The research institute serves more than 180 small and medium-sized enterprises, and develops and designs 1000 new cashmere garments 1000 times a year. It provides free 3000 times of plate making process for enterprises, and directly increases 1 billion yuan for enterprises.

He is deeply aware of the importance of R & D and design through the pain of the market.

"Product design lets the company have its own style, from" imitation "to" lead ".

In a short span of two years, the company has opened more than 20 stores in the whole country, with annual sales volume of 80 million yuan.

Create regional brand and create "fashion city"

For the same cashmere product, the luxury brand can sell at least twenty thousand or thirty thousand yuan, but Qinghe local enterprises will sell at most four thousand or five thousand yuan.

"LV, Hermes, Chanel, Giorgio Armani and other world luxury brands and Qinghe cashmere have cooperation, whether raw materials, spinning or clothing, Qinghe cashmere is second to none in the country.

Unfortunately, Qinghe cashmere is 90% of the cashmere industry chain, but only 10% of the profits.

Zheng Chunyu said.

According to the "smile curve" theory, in the industrial chain, the added value is more reflected in the two ends -- R & D, design and marketing, and the lowest added value in the intermediate link.

More and more enterprises realize that the development of brand names for domestic and foreign famous brands is becoming narrower and more difficult.

In recent years, Qinghe has gradually increased its support for brand building, enhancing the competitiveness of cashmere industry clusters with brand building, building a new height of cashmere industry, and building a "fashionable city".

The county Party committee and county government issued relevant documents, strongly supported enterprises striving to create brands, gave 500 thousand yuan support to enterprises that won Chinese well-known trademarks, and gave 50 thousand yuan support to enterprises that had won famous trademarks and famous brand products, and continuously raised the enthusiasm of our county enterprises to create brands.

In addition to giving the corresponding reward and support, China Qinghe international cashmere and fluffy Products Fair is held annually. At the same time, it supports enterprises to actively participate in domestic and international high-end exhibitions, and has led more than 100 enterprises to participate in four professional exhibitions in Beijing, Shanghai, Guangzhou and Shenzhen, and to attend international exhibitions such as France and Southeast Asia. These activities greatly enhance the influence of Qinghe cashmere.

At the same time, relying on the main body enterprise to promote the cultivation of network brand, forming regional brand and enterprise brand to promote each other.

Up to now, Qinghe cashmere products registered 4000 registered trademarks, and the total trade mark ranks first in the county administrative region of the country. Hongye, Yizhang and yteng three brands have been identified as well-known trademarks in China. 10 trademarks of Xin Da Lai, Hua Jia Na and Bei long are recognized as famous commercial trademarks in Hebei province. 44 brands of Pamirs, cherry nine songs and hugulong are recognized as the brand growth brand of Chinese clothing. Qinghe cashmere has been approved as the National Geographic Indication trademark.