Home >

Sustainable Fashion And Sustainable Warm Ordos

2023/10/11 11:44:00 6

??? 日本語 Fran?ais English 中文

　　 On September 20, at the "Asian Brand Conference" in Hong Kong, China, the World Brand Lab released the list of the "Top 500 Asian Brands" in 2023, and the "Ordos" brand ranked 268th. In the analysis report of "China's 500 Most Valuable Brands" released by the World Brand Lab in June this year, the "Ordos" brand value has reached 156.569 billion yuan, It has been ranked first in the textile and clothing industry for 17 consecutive years.

　　 On September 20, at the 2023 China Top 500 Enterprises Summit Forum in Hefei, Anhui Province, the China Entrepreneur Association and the China Enterprise Confederation issued the list of "2023 China Top 500 Enterprises". At the same time, the "2023 Top 500 Chinese Manufacturing Enterprises", "2023 Top 500 Chinese Service Enterprises" and other lists were also released. Inner Mongolia Erdos Investment Holding Group Co., Ltd. ranked 328 in the list of "2023 Top 500 Chinese Enterprises" with a revenue of 71559.9 million yuan, and ranked 165 in the list of "2023 Top 500 Chinese Manufacturing Enterprises".

　　 Also on September 20, on the Bund of Shanghai, a brand launch event was held here. The brand 1436 of Ordos Group joined hands with Uma Wang to launch the co branded series again, seeking inspiration from the natural world and presenting the beauty and softness of cashmere.

　　 Also on September 20, the spot observation and promotion meeting of Ulan Usugacha Community for Common Prosperity jointly built by Ordos and Albas Sumu Enterprise Land, the unveiling of Albas Sumu Community Enterprise Land Alliance Party Branch and the 2023 high-quality and affordable cashmere subsidy distribution ceremony were held here, Herdsmen from Wulan Wusugacha wear festival costumes and their faces are filled with joy to witness this warm moment together.

Ordos Modern Cashmere Industrial Park

　　 The same day, different sides, and all of these, like the classic slogan "Ordos warms the world" that resounds across the country, make people feel warm.

　　 The source of this warmth is 43 years ago.

　　 The greatest truths are the simplest

　　 The predecessor of Ordos Group is the cashmere sweater factory of Yikezhao League in Inner Mongolia, which was founded in 1980. The factory is located in Dongsheng City, the capital of Yikezhao League, a poor and backward city in the hinterland of Inner Mongolia with a population of only 100000 at that time.

　　 However, there are the largest and best cashmere resources here - China's cashmere production accounts for more than 70% of the world's cashmere production, and Inner Mongolia's cashmere production accounts for more than 60% of China's cashmere production. Relying on this precious resource and by means of compensation trade, Ikzhaomeng cashmere sweater factory has introduced a full set of advanced Japanese cashmere combing equipment and technology. At that time, no one expected that this small cashmere sweater factory, located in a remote and backward area, could stand out in the future and become a new world cashmere king.

Inner Mongolia Yikezhao League Cashmere Sweater Factory

　　 Wang Linxiang, the young helmsman, pursues a principle: either do not do it, or do it best. Relying on the advantages of raw materials and continuous innovation in internal management, Yikezhaomeng Cashmere Sweater Factory has burst into great vitality. After the factory is put into operation, it will run at the speed of earning one factory every year. In 1985, while making efforts in overseas markets, the company also registered the Ordos brand in China, which started the growth history of the Ordos brand.

Initial stage of plant construction

　　 Before that, Erdos Cashmere Factory started with compensation trade, and was familiar with the overseas market, but had no knowledge of the domestic market; Good at production but no sales experience. In order to build a brand in China, in addition to focusing on quality at the product end, the most striking thing about Ordos is that at the sales end, it has taken a leading approach to promote both "online" and "offline".

　　 "Online" is TV advertising. Ordos, as the first garment brand in the industry that dares to "eat crabs" and put on TV ads in prime time after CCTV News Network, said "Ordos cashmere sweater warms the whole world" in only five seconds, but Ordos has been accompanied by "warmth" ever since, destined for life.

Ordos takes the lead in advertising to CCTV in prime time

　　 On the screen, the rising sun sprinkles golden sunlight on the earth, and at the same time, the name "Ordos" has taken root in people's hearts.

　　 Today, this five second TV advertisement is still regarded as a classic in the industry and widely spread. The process of its birth is full of the unique blood and sincerity of Ordos.

　　 As an export-oriented enterprise, Ordos was initially oriented towards the world. "Let our cashmere sweater warm the hearts of consumers" - is the most sincere ideal of every Ordos people. When considering advertising words, the word "warmth" will inevitably become the main tone. The management team sat around the stove. From the afternoon to the evening, they held their own opinions and talked with each other with sincerity and enthusiasm... In the heated discussion, a blurt out "Ordos cashmere sweater warms the world!" immediately made everyone present unanimously "absolutely"! "Warming the world", on the one hand, shows that the quality of Ordos cashmere sweater is good and the heat preservation effect is obvious, and on the other hand, shows that Ordos is willing to enter the world.

　　 Simple and sincere. In this regard, the classic advertising slogan that resounds across the country is "one stroke".

　　 Once the advertisement was broadcast, it was broadcast on CCTV for 23 years. This advertising slogan is the first declaration of Chinese cashmere products to the world, and it also highlights the ideal and values of Ordos, an enterprise that pursues unremittingly - to build a world-class brand in China and let Ordos warm the world.

　　 "Offline", Ordos focuses on the most popular fashion show at that time, and has made innovations. It has built its own model team to integrate the exhibition and model show. This move has achieved remarkable results and has been invincible. Because it is too hot, the exhibition counter can be crowded down many times in a day.

Ordos Fashion Troupe

　　 In 1991, Ordos went out of Inner Mongolia for the first time and set up distribution departments in eight major cities including Beijing, Shanghai, Shenyang, Qingdao, Xi'an, Kunming, Chengdu and Dalian. The next year, it was further extended to the whole country, with the same frequency as the times, resonance with consumers, and the peak of "cashmere king".

　　 Subsequently, cashmere clothing, as a high-end new product category, was quickly accepted by the gradually rich Chinese. As the enlightener of the category, Ordos once became a synonym of the category. In Hangzhou, a small specialty store in Ordos, business is so good that it cannot be closed at night. In Beijing, Ordos is unprecedented in opening the exhibition to the tallest Beijing Hotel, with a one-day sales record of more than 2 million yuan. Its first ten million store in Beijing market can sell more than 20000 cashmere sweaters every year, and there are two thick reports every month.

　　 The exhibition form integrating exhibition and model performance, and the CCTV advertisement of "Ordos cashmere sweater warms the world" complement each other, and become a classic pen for the brand's domestic sales growth.

　　 At the 1995 World Statistical Conference, Ordos was awarded the title of "China's Cashmere King" by the National Bureau of Statistics. At its peak, its annual production and sales reached tens of millions of pieces. In terms of scale, it replaced Dawson Company, which had dominated the cashmere industry for 150 years, and became a truly global king. Led by Ordos, Chinese cashmere processing enterprises have sprung up like mushrooms and become the absolute leading force in the world cashmere industry.

　　 On January 5, 1999, the "Ordos" trademark was recognized as "China's Famous Trademark" by the State Administration for Industry and Commerce, which is the first well-known trademark in China's textile and clothing industry, and also the first in minority areas.

　　 On February 26, 2001, the Yikezhao League was withdrawn from the League and set up as a city, which was named Ordos. An enterprise and a city share the same name, moving forward side by side in the tide of China's reform and opening up, and jointly creating a splendid and magnificent chapter.

　　 In 2003, as Ordos Group entered into all categories of four season clothing to extend its brand and diversified into the field of circular economy, this classic slogan became "Ordos warms the world". It is no longer a product advertisement, but an enterprise declaration and ideal of Ordos.

　　 Sustainable fashion, sustainable warmth

　　 After reaching the peak in scale, Ordos began to focus more on high-quality brand development. In 2016, following the subdivision change of consumer demand in the new era, under the leadership of Wang Zhen, President of Ordos Cashmere Group, the brand was revitalized. Based on the advantages of the whole industrial chain, the brand matrix of five major brands under its jurisdiction was finally formed, from a single brand to a multi brand collaborative operation. Each of the five brands aims at different audiences and styles, but eventually they form a joint force, committed to creating their own high-quality life for consumers.

　　 The most perfect industrial chain in the industry not only supports the promotion of Ordos from scale to brand, but also lays a foundation for Ordos to embark on the road of sustainable fashion.

　　 "Green environmental protection and sustainable development have become a global trend. It is not only a responsibility, but also the daily behavior of enterprises to continuously launch products and services that meet the requirements of environmental protection and sustainable development. Foresighted enterprises facing the future will certainly attach importance to the relationship between nature and the environment, and must also have a sense of responsibility, otherwise it will be difficult to last long." At the 2023 APEC Business Leaders' China Forum held recently, Wang Zhen, President of Ordos Group, expressed such views on the theme of "creating higher quality sustainable development".

Albas cashmere goat

　　 The sustainable development practice of Ordos Group can be traced back to the 1990s. Ordos Group is an enterprise with cashmere as its core asset, and cashmere is a rare raw material with extremely low output. Therefore, it has become the tradition of Ordos Group to protect the source, protect the environment and respect nature.

　　 In the 21st century, with the implementation of the concept of "sustainable fashion" in major international fashion brands, Wang Zhen clearly saw the advantages of Ordos in carrying out "sustainable fashion". Based on the main cashmere industry, Ordos has already formed a vertical industrial chain covering from herdsmen to customers, from ranches to shopping malls, including combing, dyeing, spinning, knitting, clothing, etc. after 40 years of development. This means that its practice of sustainable fashion can break through the single point, connect from point to point, and form a plane from line. Moreover, because we can 100% control every link of the industrial chain and get the most real data, the sustainable research and strategy pursued by Ordos is more convincing and easier to achieve long-term sustainability.

　　 "Because as the owner of the whole chain, we are all proud. If we do well, we are the biggest beneficiaries, otherwise we will be the biggest victims." Wang Zhen confessed.

Ordos brand "Rongyao Xinsheng" press conference

　　 In 2017, Ordos officially set sustainability as one of the Group's strategic priorities and formulated corresponding action plans. In 2019, the ERDOS Way Ordos Road was released, covering the three levels and eight aspects of the supply chain, brand and staff, and comprehensively demonstrating its systematic methodology in the industrial chain, from the source of building ultra-fine cashmere ranches, protecting and cultivating goat varieties to introducing new technologies and production models in the production process, As well as achieving continuous communication with various activities and consumers through innovative products at the retail terminal, Ordos truly runs sustainable fashion throughout the entire industrial chain.

　　 In April 2022, Ordos launched the carbon neutrality project, announced to join the "30 ? 60 Fashion Climate Innovation Carbon Neutralization Acceleration Plan" of the China Textile Industry Federation, carried out climate change governance and low-carbon transformation, set up corporate carbon neutrality goals and implementation roadmap, and build a green low-carbon production and business model. At present, we have completed the baseline survey of our own operation and value chain carbon emissions, and built our own operational carbon emission reduction scenario assumptions based on the baseline survey results. At the same time, the calculation of the product carbon footprint is also in progress.

Source Ranch of Ordos Group

　　 On September 17, 2023, the 2023 United Nations Sustainable Development Goals Summit was being held at the United Nations Headquarters in New York, the United States, which is the highest level summit of the United Nations in the field of sustainable development. At the official side meeting of "Industrial Sustainable Innovation", Ordos Group signed and submitted the "Sustainable Development Industrial Consensus" initiative, becoming one of the first enterprises to sign the initiative. "Ordos Group will take sustainable actions in every link of the cashmere industry chain, protect grassland and nature from the source, adhere to green low-carbon production, develop sustainable products, promote sustainable consumption concepts to consumers, and practice and promote the concept of" responsible cashmere "throughout the industry chain. Wang Zhen expressed to the world that Ordos Group leads the cashmere industry in sustainability Determination to develop.

　　 Wang Zhen believes that low-carbon development is an inevitable choice for long-term development of enterprises, which is a systematic long-term project and requires enterprises to act as soon as possible. As a leader in the cashmere industry, in the future, Ordos Group will more actively carry out climate change governance and low-carbon transformation, promote the concept of sustainability in every link of the whole value chain, strive to reduce carbon emissions, practice a green low-carbon lifestyle, and help achieve the goal of "double carbon"!

Ordos is moving towards the whole country and the world

　　 Ordos people are determined to use their own practice to make the world understand that "Ordos warms the world" is not only a famous slogan, but also a gene, a spirit, a craftsman spirit that embodies thousands of Ordos people's commitment to responsibility and the pursuit of excellence. It is this spirit and down-to-earth efforts that make Ordos, The name of this brand and the name of this new northern city are going to the whole country and the world.