Golden Goat Cashmere Helps Outstanding Entrepreneurs Realize Brand Leap Development

In recent years, with the growing popularity of consumption concepts such as low-carbon, environmental protection and natural comfort, the design, research and development of cashmere products and cashmere brands have achieved unprecedented vigorous development in western developed countries. However, due to the restrictions of the economic development system and the impact of people's consumption ideas, the value of cashmere products has been seriously ignored in China for a long time. Although a small number of outstanding cashmere brands have made good achievements, most of them are still breathing in the cracks, wondering where to go.

In 2013, the cashmere industry has received constant news, including the threat of international high-end brand standards, as well as the Chinese local brand striving to become stronger - the collective cashmere product industry base has finally been built. After years of exploring the wrong path, the Chinese cashmere brand seems to have finally found a ray of light. Then, can Chinese cashmere brands achieve breakthrough development by virtue of this beam of dawn? We will wait and see.

From the world to China, "Golden Cashmere" helps outstanding entrepreneurs achieve brand leapfrog development

"Golden Cashmere" spin The attribute of raw materials has made many outstanding entrepreneurs at home and abroad see its market value, and has expanded the industry development tentacles of their own corporate brands to the field of cashmere. Not only do enterprises earn rich profits, but also make the brand achieve considerable influence and reputation.

The Sergio and Pier Luigi brothers from the Italian hot spring town of Trivero are typical representatives who started with gold cashmere. The two brothers founded Loro Piana Company in 1924 and gradually developed into a leader among the top wool purchasers and producers in Europe clothing The brand Loro Piana has also gained wide popularity and high recognition in the industry.

Loro Piana focuses on customers who pay attention to taste and have strict requirements on quality, providing them with superior cashmere and wool. It is with this philosophy that Loro Piana will soon become the world's largest Kashmir manufacturer and largest wool purchaser. In the past few years, Loro Piana not only monopolized the world's finest and most valuable wool, but also successfully held the World Wool Record Challenge Cup, making the brand a leader in cashmere product brands.

Judging from the cashmere brand practice in China in recent years, the "sheep boss" in Yulin, Shaanxi can be said to be an outstanding representative. As a native of Yulin, Mr. Wang Fei, the chairman of the "sheep boss" brand, created the brand with the original intention of creating a "century old brand". In his own words, "The existing energy resources will be used up one day, but the wool resources are renewable. After making money, our entrepreneurs want to buy houses and land. Can you think about how to do something for future generations in Yulin?"

Driven by this goal of pursuing sustainable development, the brand of "Sheep Boss" looks forward to the future. It is not limited to simply making use of the rich sheep and camel hair resources in the surrounding areas of Yulin. Instead, it invests heavily in developing new cashmere fabrics and cashmere clothing products through industry university research and application cooperation with Xi'an University of Engineering, and constantly expands the coverage of its own brand. At the same time, in addition to expanding the overall coverage of the brand, the "sheep boss" brand took the lead in investing more than 2.151 billion yuan in Hengshan County SME Pioneer Park, launching the construction of the largest "wool cold clothing base" in China, and building the project of "China Yulin Wool Clothing City", a professional distribution market for super large woolen clothing products, in the southwest new area of Hengshan County. The completion of these large-scale cluster projects will greatly enhance the reputation of the "Goat Boss" brand in the industry. Wang Fei, the chairman of the "Sheep Boss" brand, is the representative of local entrepreneurs. His continuous exploration spirit represents the new hope for the development of China's cashmere brand in the future.

Whether in the world or in China, "Golden Cashmere" has provided a natural testing ground for outstanding entrepreneurs to operate their brands and shape their brand image according to their own management concepts, and a large number of outstanding cashmere brands have emerged at the historic moment. These successful practices undoubtedly have a great enlightenment on the overall leap forward development of Chinese cashmere brands. Next, let's review the long journey of exploration of Chinese cashmere brands.

Review of the journey of many years' exploration of Chinese local cashmere brands

Looking back on the years of exploration of Chinese cashmere brands, we will find that, although China has regional advantages in cashmere production resources, the real value of cashmere products has been seriously underestimated for many years. In the early stage, it was restricted by the overall economic development environment. Although China monopolized the main cashmere raw materials in the world, China's cashmere production and export were mostly based on the primary raw material export or low-grade processing.

　　 "This production mode at the bottom of the industrial chain allows Chinese enterprises to only obtain extremely meager profits, while foreign cashmere products enterprises have no resources, and only through deep processing products can obtain more than 10 times the profits. The fundamental reason for the interest margin is the brand effect. Chinese local enterprises and brands have not fully understood the cashmere products from the beginning Real value. " Henan textile and clothing association staff told reporters.

As some cashmere product manufacturers in China gradually realize the significance of brands, and consumers continue to recognize the high-end quality of cashmere products, China's local cashmere brand exploration has embarked on another development path. Many cashmere brand product producers believe that China's market base is relatively large, and they cannot follow the high-end brand line of foreign countries, but should take the low-end diversified line, and achieve the group coverage of cashmere products by reducing the grade of cashmere brands. Under the guidance of this idea, many enterprises put a large number of products with low cashmere content into the domestic market at a lower price. For the foreign market, most of the cashmere products exported by China enter as "OEM", which is actually the processing "workshop" of foreign enterprises' raw materials and products.

At the same time, the intensive production mode of China's textile and clothing products also limits the domestic cashmere products to become bigger and more high-end. This practice of lowering the grade of Chinese cashmere brand products on the whole makes the cashmere product specifications in the domestic market "messy", and the actual cashmere content can hardly be guaranteed. Some black hearted enterprises put cashmere free products on the market with cashmere labels, which makes it difficult for consumers to build confidence in the cashmere product market. Nevertheless, with the strong support of various national and regional policies, the overall production scale of China's cashmere industry is expanding, and the types of products provided to the market are also increasing.

In recent years, the awareness of the whole society to protect the originality of the brand has also been constantly improving. The traditional cashmere producing areas in the north, such powerful brand enterprises as Ordos, Goat Boss, Luwang, Xuelian, Tianshan, etc. have gained considerable popularity in the domestic market, and started the process of international brand marketing. The cashmere industry also regularly organizes exhibitions, fashion and fashion trend conferences and other activities to cooperate with the launch of new products of major cashmere brands in China. Although the overall operation of the brand has a low starting point and is far from competing with the world's top brands, China's local cashmere brands are constantly learning lessons and improving their journey of exploration. A large number of outstanding enterprises are still exploring, and the hope for Chinese cashmere brands to achieve leapfrog development is still there.

The financial industry raised doubts, and the development of China's local cashmere brands was a ray of light

Since 2013, China's cashmere industry seems to have attracted the attention of the media, and various kinds of news are full of media reports. First, in February, major newspapers and media reported that Bank of China Cashmere Industry and Hill Holdings Limited of England had signed a memorandum of cooperation, which promised to support the 2.2 million meter worsted cashmere and wool fabric project of Bank of China Cashmere Industry in Lingwu Ecological Textile Industrial Park. The realization of this support and cooperation will undoubtedly introduce foreign high-end cashmere and wool processing technology to the Chinese market quickly.

As for this big investment project of BOC Cashmere, many people in the financial industry said at the first time that they were not optimistic about the future prospects. Then, in March, the major online media reported the news that the International Wool Bureau officially launched the concept of "Golden Wool Logo Advanced Customization" to the Chinese market. The President of the International Woolen Textile Organization (IWTO) also fully affirmed the demand of China, Russia and other emerging markets for high-end cashmere products when answering questions from reporters. They will be committed to introducing high-quality, culturally inherited high-quality cashmere products to the Chinese market. More than 11 top fabric suppliers will successively carry out business in China to accept fabric cutting business and mass customization. The introduction of foreign high-end cashmere and wool processing technology, international top cashmere product customization standards and other high-end standards into the Chinese market will certainly have a considerable impact on the low-end brand positioning of Chinese local cashmere brands. But at the same time, it is bound to encourage Chinese local cashmere brands to grow rapidly in a crisis environment, and examine the limitations of their positioning as soon as possible, Seeking the way of new brand development to survive in the competition.

In April, the good news that brought a ray of light to the development of Chinese cashmere brands made headlines again. With the strong promotion of the "Sheep Boss" brand, Yulin wool and cashmere industry cluster base, which occupies a strategic position in cashmere production, has gradually been built and put into use. The application of this integrated project will strongly promote the formation of a complete industrial chain from wool and cashmere raw material processing, cashmere garment R&D, production, logistics, transportation and sales, and provide a new hope for the development of Chinese cashmere brands.

For the brand positioning of cashmere and wool products in the future, the international market still tends to be high-end. They insist that wool and cashmere should be accepted by the public as a luxury fiber in the future, so they adhere to the high-end customization direction of the brand.

However, Chinese local brands have their own understanding of the positioning of cashmere and wool products. The staff of Henan Garment Association pointed out that the brand positioning of cashmere and wool products in the high-end is not necessarily the only correct direction, but the demand is the key to truly affect the overall future destiny of a brand. Whether domestic cashmere brands can continue to develop, it needs the cooperation of the entire industry chain, and it needs to reduce the processing cost of cashmere products as a whole. Through research and development, To give cashmere products more use value is the way for us to explore and develop Chinese cashmere brands different from foreign cashmere brands.

Now Yulin wool and cashmere industry cluster base provides us with new hope in this direction, and the bright future is just around the corner.