Cashmere industry: product diversity, contrarian breakthrough
As Dufour filled proudly declared that “We are honored to become an official office in China, the first French designer,” I believe in the near future, China will have more brands to go abroad, to the world, not in China ” to create “the form, but in China’s” design “in the name.
Europe and the United States consumer market, statistics show that the impact of financial crisis, the first being that the high-end consumer products such as cashmere or wool products. As incomes have decreased and the uncertainty of future expectations, people are more tend to choose low-priced clothing, warmth and fashion to meet the demand.
Decline in exports orders plummeted
In 2009 for China’s cashmere enterprises, is still a very tough “winter.” According to the China Textile Industry Association released an 8-month data showed that the size of wool textile industry for more than 1563 enterprises, the amount of 3.557 billion yuan in profits, fell 4.54%, 12.28% higher than the industry growth rate of 16.83 percentage points lower.
This is one of the reasons, first because of wool textile industry export market downturn, resulting in exports continued to fall, another important reason is that hair product itself, the price is relatively high. Such as the 2009 1 September, wool clothing is priced at 16.67 U.S. dollars / piece, namely, cotton, man-made fiber apparel 5.18 times, 5.16 times higher than the silk garment is 25.62%.
This is not an indisputable fact, domestic cashmere how companies break through?
Product multi-adversity to seek change
Several major cashmere companies have chosen adversity invariably seek change, and the direction is surprisingly the same – go cashmere product diversification development.
Cashmere industry, “leading the boss” Ordos, was recently held in Beijing, a high-profile fashion of its spring and summer conference of cashmere products. In such a difficult situation, the Ordos not hesitate to spend lots of money brought in from Italy, the former artistic director of Chanel Dufour (since November 2008 serving artistic director of the Ordos) to design new cashmere hire Hong Kong’s professional design team to innovate breakthroughs , and the main autumn and winter will be extended to spring and summer of cashmere products. The new design breakthrough in the Ordos product consistent stable, dignified style, incorporating flowers, prints, stripes or even like a fanciful elements such as childhood, the results of these changes has yet to be market tested.
Erdos Garment Co., Ltd. official said the next few years, Erdos Group, the huge sums of money would be set aside several hundred million dollars to upgrade up into channels.
Coincidentally, China’s first cashmere sweater company – medusa has also embarked on the road of brand extension. In September of this year into the autumn and winter since the Saussurea brands active in China began around the market and launched a massive brand PR activity in order to star, famous models to attend to promote the concept of life Slow Saussurea brand and its new products in 2009. New in significantly increased consumption of urban women as the main crowd, “Lin Sang” Life fashion, and advocacy of natural materials, comfortable texture, “Saussurea natural ornaments Corner” accessories products. Extension to the four seasons while wearing clothes, combined with costumes, so that cashmere products to scarves, gloves, etc. are not age and sex accessories limit extension Saussurea cashmere shawls and other accessories by the market a particular liking to young women.
In its name the “new snow lotus, a new starting point, New Future” conference on new fall and winter of 2009, one from Kunming, Yunnan Province in cooperation with the snow lotus dealer for many years, said: “I carefully read each of a conference on new New, they are designed to extend the snow lotus classic, noble features. In particular, the new Lin Sang natural life casual, more easily attract the attention of women’s knowledge, I am very optimistic about its market prospects. “representatives of the other distributors have expressed this “medusa” is not only through ingenious design and Chinese elements to meet the original cashmere and consumer groups on natural, noble demands, Lin Sang of natural life through the plain-clothes and medusa natural ornaments Square, segment the market to meet the different consumers, consumer demand, expand the domestic market channels, market prospects are very positive.
In addition to designing fashion, product diversification and, in the sales of the way, cashmere enterprises are also frequently out of new tactics, including tailor-made, and online direct sales to become a new means to address the financial crisis. Some of the brand began to broadcast on-line direct marketing in the central Taiwan cashmere sweater ads, Ordos, and King Deer online direct sales business has began to take shape.
Personalized service has become market segments and enhance service levels means. In Hebei Province Qinghe County, to conduct tailor-made business more and more enterprises. According to media reports, more than 60 local businesses are doing, each business day during the peak season in general orders to be received by two hundred pieces of off-season there are fifty or sixty pieces, earn a high income.
Brand vulnerable road ahead is still difficult
Resources in the global ranking of China’s cashmere monopoly, cashmere production accounts for more than 75% of the world, in which high-quality cashmere accounted for more than 90% of global production. Exports accounted for more than 80% of the world. Consumer market in the world’s Cashmere 3 / 4 of the above goods produced in China. At present, China has completed the major Powers, cashmere cashmere raw material producing country by leaps and bounds, the annual cashmere production has more than 40 million.
However, due to the lack of independent brands, to make cashmere the competitiveness of enterprises and profit greatly reduced. Most of China’s exports of cashmere products to OEM production capacity to enter the international market, Chinese brands really hanging less than 10%. China’s cashmere industry has become by foreign enterprises processing of raw materials and products “workshop.”
Intensifying competition in the market led to low export prices continuing to fall cashmere sweaters. In 1996 China’s export price of each piece cashmere sweater, after falling to 37.89 U.S. dollars this year, still hovering over 30 U.S. dollars, equivalent to RMB 200 yuan. Cashmere enterprises affected by the financial crisis seriously, to a certain extent, is also a lack of long-term brand led to the “bitter” and accelerate the brand international marketing, should be the cashmere company’s new strategy to address the financial crisis.
In fact, the domestic enterprises have a considerable number of cashmere and the strength and brand awareness and accelerate the brand international marketing conditions are ripe. It is understood that the Ordos, while high-end products in research and development focused on building a global sales network, has been in Los Angeles, Cologne, New York, London, Moscow and Hong Kong established a sales company in France, Germany, Japan, the United States and other countries and regions set up more than 20 outlets, brand the process of internationalization has accelerated noticeably.
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