The Brand Value Exceeded 100 Billion, And Ordos Took 30% Of The World'S Share.

All along, China is the largest original production area of cashmere, and 70% of the world's cashmere comes from China. But for a long time, domestic cashmere was only used as raw material. Exit Most of the profits are earned by foreign-funded enterprises. With the technological progress of domestic enterprises and the improvement of production technology level, cashmere industry has been further developed. Among them, the leader of the industry is the Erdos Cashmere Group.

The Erdos Cashmere Group was founded in the 80s of last century. After many years of development, its cashmere business has been the cashmere textile industry with perfect industrial chain and advanced technology level in the world today. In China's 500 most valuable brands in 2019, it ranked forty-seventh in 100 billion 500 million place, ranking first in the textile and garment industry in the country, and has been ranked number one for 20 consecutive years. The achievements of Ordos today are inseparable from the efforts of Wang Linxiang, his former helm.

Wang Linxiang was called "Cashmere king". He was born in Inner Mongolia in 50s. He grew up with his adult and he became a shepherd at a very young age. When he grew up, he entered the woolen factory. In his work, he has fully displayed his talent for cashmere. No matter what kind of wool he has, he can confirm the variety by touching it. So the work was not long recognized by the leadership and promoted to the workshop director.

Later, he was recommended by the factory to go to university. At the critical moment, he was falsely accused and sent to prison and lost his chance to enter school. After he came out, he went back to work in the factory again and became a director again. When the Yike Zhao cashmere sweater factory (Ordos group predecessor) was formally established, Wang Linxiang was appointed director of the factory. At this time, China's cashmere industry is not developed, and the production technology of cashmere sweaters has been monopolized by foreign manufacturers such as Anglo American and other countries. After they are processed, these manufacturers sell at a high price.

Wang Linxiang is determined to master the technology of wool textile and bought more than 200 cashmere yarn textile machines from Japan. So the factory began to self produce cashmere sweater, and successfully exported to Japan, the net profit of that year reached more than 100 million. Moreover, through the implementation of the system of efficiency wage and competition, the work efficiency has been greatly improved, and the annual output of cashmere products has been increasing.

And Erdos can become an international brand, and it benefits from Wang Linxiang's daughter Wang Zhen. After working for some time in the cashmere industry, she found that although China is already the world's largest cashmere producer and exporter, there are few well-known brands in the world. Moreover, many consumers do not understand the difference between cashmere and wool, or even think of old age. personnel They will wear cashmere sweaters. Therefore, Wang Zhen hopes to make a high-end brand and rebuild the image of cashmere brand.

Meanwhile, with more and more fast fashion brands entering the country, great changes have taken place in the market. Wang Zhen also learned that the right to speak has reached the hands of young people, and their pursuit of quality and fashion has been further enhanced. So she started a multi brand strategy, set up ERDOS, Ordos 1980 and other brands, and fully covered the fashion oriented young people.

At present, Ordos group has annual revenue of over 58 billion, and cashmere products have annual sales and marketing capacity of more than 10 million, occupying 40% of the domestic market and 30% of the world's total, which can be said to be the absolute overlord of the global cashmere industry. In addition to cashmere business, the group has also developed coal, electricity and ferrosilicon alloy production business. In early 2020, the Ordos Group donated about 20000000 yuan to help Wuhan, which fully demonstrated the corporate social responsibility.

Wang Zhen once said: "let the world know the best cashmere in China, the best cashmere brand is Ordos, so that Ordos warm the world, this is the dream of Erdos Cashmere Group, and also the development goal of Ordos brand."