The New Cashmere Purchase Season Is Coming, And The Cashmere Industry Under The Influence Of The Epidemic Is Facing These Unavoidable Topics

A sudden COVID-19 epidemic has silenced hundreds of industries, and also made Chinese industrial enterprises experience a severe test. The cashmere industry has also been hit hard in this process. Although China's cashmere industry occupies a small share in the textile industry, it has a major global export market and plays an indispensable role in the world's high-end wool textiles. Therefore, the trend of cashmere industry has attracted much attention. ? Under the impact of the epidemic, how has China's cashmere industry been affected? How will it develop in the future? How can cashmere enterprises seize the development opportunities in the post epidemic period? These have become topics that cannot be avoided in the future development of cashmere industry.

Weak demand and pessimistic export

In the first quarter of 2020, the export of China's cashmere industry declined by 20.18% year on year, which was significantly less than the 32.52% decline in the export of the wool industry. According to the information collected and summarized by China Wool Textile Industry Association From January to April, the cumulative year-on-year decline of cashmere prices has exceeded 30%. Industry analysis The price of cashmere fell rapidly from last year's high. The fundamental reason is that the market demand is seriously insufficient and the confidence of enterprises is declining. On the other hand At the moment, it is the season of new cashmere purchase. The shock caused by the sharp drop in cashmere prices to livestock production may make it more difficult to recover in the future. The dilemma between supply and demand has caused many adverse effects on the cashmere industry.

According to the survey on the resumption of work and production of enterprises carried out by the China Maoist Association Cashmere enterprises have basically resumed work at the beginning of April. Among the enterprises that resumed work, about 50% of the capacity utilization rate was lower than 50% at that time, and only 25% of the capacity utilization rate reached more than 80%.

Since March, the EU, the main export region of cashmere products, has been deeply affected by the escalating epidemic situation, and orders have been destroyed and reduced in an endless stream. In the market since March, high-end clothing brands have been impacted more significantly, and cashmere products, as one of the most high-end textile and clothing products, will be affected throughout the year, or even longer. Today, there is no obvious recovery in domestic and foreign market demand, cashmere production enterprises are generally underutilized, and production and operation are faced with greater challenges.

Not only that, the decrease in sales revenue at the beginning of the year due to the epidemic has led to a decrease in cash receipts. Now we are facing the arrival of the cashmere harvest season, which requires a lot of funds. Whether the cashmere harvest price and the future order price, quantity, and delivery date can return funds as soon as possible is also unpredictable. Many cashmere enterprises are worried about the inevitable cashmere production cycle.

When there is no order for export or the order decreases, enterprises turn to domestic sales. During the epidemic, offline physical stores of clothing are required to close in a unified way. Enterprises sell online through Tmall, WeChat, live broadcast and other online methods to minimize the impact of the sudden decline of offline sales.

Seeking development opportunities in crisis

At present, with the gradual control of COVID-19 epidemic in China, relevant clusters and enterprises in the cashmere industry chain try to recover losses as much as possible by seizing the time to return to work and production, and also actively seek development opportunities in the crisis.

Production site of a cashmere product manufacturer in Qinghe County, Hebei Province.

Qinghe County, Xingtai City, "the cashmere capital of China" We will make use of 5G and other new generation information technologies to open up the upstream and downstream of the cashmere industry chain, realize intelligent production design, purchase and sales networking, and promote high-quality development of cashmere characteristic industries. Qinghe Zhonghui Textile Co., Ltd.'s flexible intelligent manufacturing system allows big data, cloud computing and 5G to run through the entire production, and orders are placed through mobile APP to achieve personalization, small batch and rapid response. It only takes 40 minutes for Qinghe Cixing front-line molding research demonstration factory to move from a yarn to a garment. ? Hebei Mixue Velvet Products Co., Ltd From the original image and text link to the online live broadcast room, 72000 orders have been sold so far. During the epidemic, Hebei took the lead in unblocking e-commerce logistics channels, and joined forces with international fashion organizations to focus on the forefront of fashion and do a good job in product research and development and stock up. In the first quarter, the online sales of Qinghe cashmere reached 2.388 billion yuan, an increase of 7.7% over last year. Under the condition of normalization of epidemic prevention and control, Qinghe County further accelerated the transformation and upgrading of the cashmere town platform, promoted the construction of new e-commerce incubation center, cashmere intelligent knitting industrial park and other projects, and improved the intelligent industrial cluster of "intelligent production+intelligent market+flexible supply".

On May 11 Investment Promotion Office of Xingtai Municipal Government in Shanghai "Characteristic Industry Promotion Week" - Qinghe Cashmere Shanghai Special Promotion Conference and Project Signing Ceremony On the other hand, five cashmere industry projects, including the cashmere intelligent weaving industrial park project of Tongxiang Huajiana Cashmere Clothing Co., Ltd. and the cooperative construction project of Zhejiang Chunfeng Clothing Co., Ltd. and Hebei Yunheng Cashmere Products Co., Ltd. with an annual output of 1 million cashmere sweaters, were signed, with a total investment of 738 million yuan.

For enterprises, the most important thing is to adjust the strategic direction in time, deepen the layout of products and services, and calmly respond to the crisis.

erdos group In view of the epidemic situation at home and abroad, we made multi-dimensional adjustments to production plans, order arrangements, business forecasts, etc., and made use of our advantages in the whole industry chain to maintain the flexibility of a variety of business objectives, as well as support the recovery of the market and sales to the greatest extent. At the same time, we will make a timely prediction of the market situation and quickly adjust the priority of the product line. For many new retail measures, such as the upgrade of the applet store, which was originally planned, it should be implemented quickly and preferentially through the concentration of resource allocation; Adjust offline stores, promote high-quality stores, and keep the store opening strategy and plan unchanged; At the same time, support dealers in goods, funds and other aspects.

Be ready to practice internal skills

"At present, the impact of the epidemic on the international market is deepening, and domestic consumption has no obvious signs of recovery. Due to its vulnerability, the high-end consumer product market where the cashmere industry is located is under greater pressure under the trend of global economic weakness and decline. From the perspective of exports, cashmere products have a certain degree of pressure resistance, but how to continue under the pressure of the deepening situation It is necessary for cashmere practitioners to think deeply to resist the market pressure and pass the crisis safely and smoothly. " Industry insiders said.

At present, the panic brought by the epidemic has changed from the epidemic itself to the panic of economic recession, from adapting to the normalization of epidemic prevention to accepting the helplessness of slow economic recovery, whether to give up or stick to the cause of struggle, whether to wait or change, all of which have become factors affecting the development of cashmere industry. Therefore, overcoming the panic, sticking to the main business Seeking innovation and change should be the positive solution given by cashmere practitioners to this question.

With the improvement of the domestic epidemic, the state has introduced a series of financial, tax, social security and other policies to help the safe resumption of work and production around the country, and further strengthened the confidence of enterprises in the improvement of the business environment in the second, third and fourth quarters. For enterprises, they should also realize that saving themselves is better than asking for help, and ultimately they should have stronger innovation ability and hard core business level.

This year is the end of the 13th Five Year Plan, and the future development of cashmere industry is the focus of common concern. ? "After this epidemic, the industry will be reshuffled again, and the industrial concentration will be more obvious, and the advantages of brand enterprises will be more prominent. Small and micro enterprises should give full play to their own characteristics and maximize their advantages to survive in one place. The construction and expansion of online sales channels will also be the focus of cashmere industry development." Industry insiders said.

In the "14th Five Year Plan" scientific and technological development survey questionnaire carried out by the China Maoist Association, the enterprise proposed The development goal of cashmere industry is to deepen the continuous improvement of intelligent equipment technology and digital production process, and improve the level of refined management; Adhere to the path of green sustainable development and vigorously promote green technology; Adhere to the brand strategy and fully promote the Chinese national cashmere fashion culture; Improve the ability of independent scientific and technological innovation, and research and develop differentiated and functional products; Comprehensively enhance the voice of China's cashmere industry in the world 。

Focusing on the goal, the China Mauritius Association said that it would work together with industry, university and research institutes to carry out a series of work, assist in the establishment, guidance and identification of national key scientific research projects, organize and coordinate the docking between upstream and downstream enterprises in the industrial chain and across industries, promote the promotion of science and technology and the implementation of industrialization, timely report the economic operation of the industry to member enterprises, and share the latest information about the cashmere industry at home and abroad, And jointly safeguard the healthy and stable development of China's cashmere industry.