Since the 1980s, China has rapidly developed from a big cashmere-producing country to become the world’s largest cashmere processing power and exporter. However, the existence of a large number of low-level duplicate constructions has caused a rapid expansion of processing capacity, aggravated competition among industries, and disrupted market order. The annual output of cashmere in China surged from 2,800 tons in the early 1980s to 9,800 tons, accounting for more than 70% of the world's total output. Processing capacity expands faster than production. At present, there are more than 2,600 cashmere processing companies in China, but so many cashmere industry-related companies can really be recognized in the country, let alone go to the international stage. As for the current status of China's cashmere industry, Mr. Bai Long, the five joint planning director, specifically analyzed the characteristics of the Chinese cashmere industry and proposed directions for its future development and planning. First of all, in terms of the domestic and international situation in the industry and the situation of the enterprise itself, foreign countries that currently have relatively successful cashmere are mainly concentrated in Europe, the United States, and Japan. In fact, these three countries have common and non-common aspects. For example, now their commonality is to start cashmere sales and network sales. Second, offline sales are cheaper. Many department stores in Japan have direct cooperation with the cashmere industry to create customized brands. And this plate is the plate that Europe, the United States and Japan currently have a relatively large demand for cashmere. Secondly, cashmere brands can be divided into two major categories in the world. One is a full range of all-season male and female products, and the other is a full-season men's and women's single product. The world is currently in Europe, the United States, and Japan in both cases. Otherwise, we will go to the four seasons of the full range of product development, or else men and women single product, but we must have the concept of four seasons, can not just focus on autumn and winter products, spring and summer products are weak. For example, Loro Piana (a senior Italian brand) is a series, four-season, male and female, and has a high degree of fashion. In addition to attaching importance to raw materials, he attaches great importance to the development of products, the production of ready-to-wear clothes and the operation of brands. . There are even more single-brand brands, such as France’s “Eric Bompard†who sells in Galeries Lafayettes and sells single items, including Galeries Lafayette’s own cashmere brand. Again, regardless of the full range of all-season men's and women's products, or all seasons of men's and women's singles, the methods used by international counterparts to sell are not the same as the existing Chinese cashmere industry. Loro Piana has thousands of square meters of exhibition halls in Italy, highlighting a series of experience, four seasons, high-grade, comfortable and elegant features. In his concept, it is not the concept of cashmere, but the concept of the brand. The sale of single products, foreign sales methods are not the same as ours, the domestic is to put a few models, put something on top, very messy, but we are beautiful, domestic are such practices, The domestic people can only accept such forms of trafficking. This is a very ridiculous act. The cashmere industry is very low in our country. Therefore, the lack of the concept of the brand and the difficulty in increasing the unit price of the product are attributed to this. In the end, it is the Chinese brand of the cashmere industry that is poorly designed. This feature will be clearly enlarged after the comparison between foreign and domestic brands. For example, if there are 50 cashmere sweaters, China’s goods must have at least 8 or 10 products that are chaotic. They are simply selling goods. China’s apparel industry has moved from product economy (factory supply), commodity economy (wholesale or other, ODM/OEM), to service economy (branded, with good image, good location, service, (Environment) Now that more companies have transitioned from a service economy to an experience economy, it is a cultural economy. The product is just a carrier inside. If you still sell cashmere and sell cashmere sweaters to customers today, your product's brand value will never rise. Why does China's Ordos raw materials sell for more than 1,000 and more than 2,000, and Loro Piana can sell 10,000 to 20,000, what causes this? This is the role of culture, and culture builds a unified identity for the entire brand. A unified impression, a unified value, so, at present the comparison of cashmere industry at home and abroad, whether abroad is a series or a single category, their style is the same, as long as the brand, must be a family of goods, can not be style Messy products are grouped together for easy peddling. In addition, we must emphasize that the positioning of products is very important, because positioning is not only for the style of the product, but also for each single paragraph, it needs to have a consistency, but also to cross the shop, through the album, through the packaging, Door handles, through promotion, display, and wear together, form a coherent product style chain. When they are picked up, there is no sense of abruptness, so it is a cultural penetration, not just a package. Therefore, the unity of product, brand, and culture needs accurate positioning. We definitely don't talk about products alone, so we say that product development is not sticking to the products but it must be broadened to establish the concept of a business model.
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China Cashmere Industry Status
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