More Than Hai Lan'S House, Seven Wolves, The Clothing Brand Value Reached 100 Billion.

In recent two years, the overall growth rate of the domestic textile and garment industry has been declining due to the downward impact of the global market. According to the list of China's 500 most valuable brands released in 2019 by the world brand laboratory, Erdos again stands out as the first place in the textile and garment industry with the brand value of 100 billion 598 million yuan, exceeding the famous brands such as the men's clothing, seven wolves, and Hai Lan's home.
Public information shows that Ordos group was founded in the 70s of last century. After more than forty years of development, it has developed from a cashmere processing enterprise to a large modern group covering diversified operations such as cashmere clothing, mineral resources development and comprehensive utilization of energy. The group has over one hundred enterprises, and has more than twenty thousand employees. It is one of the top 100 private enterprises in China. Products include cashmere raw materials (no plush), cashmere yarn, cashmere sweater as the representative of all kinds of cashmere products, four seasons clothing.
Back to the end of 70s, the domestic market just opened up. After many investigations and studies, Inner Mongolia decided to give full play to its expertise and the introduction of a complete set of cashmere processing equipment and technology, and the Yimeng cashmere sweater factory (the predecessor of Ordos group) came into being. According to the understanding, the design capacity of the plant is 510 tons without plush, 200 tons of cashmere yarn and 300 thousand cashmere sweaters. From the beginning of production, its scale is ranked the highest in the country.
At that time, many domestic enterprises appeared different degrees of institutional rigidity in the development process, resulting in low productivity and market competitiveness. The Ordos group was the first enterprise to start reform in China. In those days, it destroyed the iron rice bowl, iron wages and iron chair, and implemented more scientific and flexible measures. It not only enhanced the enthusiasm of employees, but also improved the management level, efficiency and efficiency of the company.
On the other hand, the group's achievements today are inseparable from its leaders' efforts over the years. Wang Linxiang was born in Dongsheng, Baotou, Inner Mongolia. She worked in a woolen factory and accumulated rich experience. After the establishment of Erdos Group, he was appointed as director of factory when he arrived. He has great passion for his work and set the goal of building the biggest and best cashmere enterprise in the world. Wang Linxiang led the fifty workers to Shanghai, what cashmere textile equipment, cashmere yarn dyeing, cutting cashmere sweater and so on.
In the late 80s, overseas enterprises increased the price of raw wool to 6 times in order to compete for raw material resources. The high price directly leads to rampant fakes, affecting the development of domestic cashmere industry and its reputation in the international market. Under such circumstances, Wang Linxiang led the joint group of Ordos group to guide the domestic cashmere raw material market on the right track through the strategy of unified acquisition and coordination of the supply and demand market, and created the KVSS brand with the title of "China No 1 Plush", which greatly enhanced the image of the offshore market.
In the process of competition with overseas enterprises, Ordos group encountered difficulties and achieved rapid development. Its performance rose steadily, and soon ranked first in the domestic cashmere industry. More importantly, its rise has successfully suppressed overseas cashmere enterprises and replaced Dawson, the company that dominated for 150 years, to become the champion of the new generation of cashmere products in the world.
In the context of consumption upgrading, Ordos group has launched a brand upgrading strategy in recent years, aiming at solving the problems of brand ambiguity and aging. At the same time, through multi brand strategy to enhance visibility, and create a world-renowned cashmere brand. Earlier, the group's top brass said in public: "the brand must constantly renew its new connotation in the new era, so that we can have a long history and a long history."