Since cashmere is a scarce resource, the global output of cashmere is limited every year. The cashmere industry as a whole has a certain scale of bottlenecks. In the face of such an unfavorable situation, what are the advantages of Chinese cashmere brands? How should Chinese cashmere brands tap into their own culture and make them among themselves? Fashion field? How to better play the influence and guiding force of China's cashmere brands in the domestic and foreign markets? To this end, the reporter contacted some experts and hoped to find some feasible answers.
Quantity and price are no longer industrial tools
In the interview, many experts fully affirmed the advantages of China's cashmere industry. Yang Dayuan, president of uta Fashion Management Group, believes that China's advantage in cashmere is self-evident. There have been data showing that China is a big producer of cashmere. The annual output of cashmere is close to 12,000 tons, accounting for about 75% of the world total. The world's best cashmere raw materials are in China, and the cashmere produced in Qinghai, Inner Mongolia and Xinjiang are all very good. After nearly 20 years of development, China has become the world's largest producer of cashmere, manufacturing, and consumption. In the international major cashmere consumer countries such as Italy, the United Kingdom and Japan, almost all the cashmere and plush used for production are imported from China. Any changes in the Chinese cashmere market will have a direct impact on the international market.
Dr. Wang Xiangsheng, president of ifb international fashion brand development management center, said that the advantages of China's cashmere industry, the first is the advantages of raw materials; the second is the advantages of capital, cashmere enterprises are generally well-funded; the third is the market advantage, China has all The world’s largest market; the fourth is the advantage of production technology.
Since it has such a unique advantage, does the era of China's cashmere industry's competition for "quantity" and "price" to win the market really come to an end? What is the future direction of China's cashmere industry?
Dr. Wang Xiangsheng introduced: "The advantages of Chinese cashmere mainly belong to the advantages of commodities and do not belong to the advantages of the brand. These traditional advantages do not mean that Chinese cashmere brands can be upgraded with the needs of Chinese consumers."
Yang Dayi said: "It is undeniable that China's cashmere products only win through the advantages of production and manufacturing. The gap between deep processing and finishing capabilities and the developed countries is still very large. The international competitiveness of the cashmere industry is not yet strong. We are also in the international cashmere industry. The speech rights that are in line with their statuses have not been achieved.In addition, China's cashmere brands are also relatively single in the way of publicity and propaganda.All cashmere enterprises in China are developed in markets that need more than supply, and cashmere is also used as The important pillar of the local economy is developing."
He gave an example. In the early stage of the development of the cashmere brand, companies merely seized on the warmth of cashmere to advertise. At this time, consumers are gradually shifting from the single demand for cashmere warming to the quality needs of satisfying individual consumption. At the same time, China's women's and fashion brands have risen rapidly. The full range of combinations including cashmere apparel has had a greater impact on traditional cashmere brands, and cashmere brands have collectively lost. Faced with the ever-changing market, the chaotic brand image needs to be remodeled, the cashmere brand will not be transformed into local specialties, and the brand individuality will be created. The overall and systematic combination of product innovation and commercial innovation will be able to constitute a brand new support point and construction. Brand new energy.
The French five-union fashion brand planning agency designated Chinese planning director Bai Long in the Chinese region that the two promising characteristics of Chinese cashmere enterprises are the control of Chinese raw materials and the space in the Chinese market. The price of high-end cashmere like the loro piana brand is not too large in the Chinese market. However, in China's base market, market space is still there. In the United States, cashmere apparel can be sold for 400 yuan to 500 yuan.
Closely ploughing the market with cashmere traits
So how to reshape the Chinese cashmere brand image? How to better exert its influence and guidance in domestic and foreign markets?
Responsibility Editor: Jin Yuanyuan Previous
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Copyright statement I want to "wrong" wrong Online Contributor Editor's note: China's cashmere industry plays a role as a big country of cashmere raw materials and a big producer of cashmere products, but China has really sold its own brands with brand loyalty, but it has few brands. . From a global perspective, domestic and foreign brands have never stopped competing in the cashmere market. How to better play the influence and guiding power of Chinese cashmere brands in domestic and foreign markets?
Yang Dayi said that the remodeling of cashmere brands is very difficult and long, and cashmere brands should become a symbol of life in certain sectors, rather than popular products. First, re-lock the brand positioning, take the younger line, according to the cashmere content to determine the clothing price strategy to cancel, style and brand is the pricing mechanism. Secondly, we should consider the market on the basis of never abandoning the characteristics of cashmere, and turn a single product into a full range of products. Third, increase the investment in terminal retail outlets and establish a brand life museum and experience store. Fourth, China's cashmere brands need to combine the quality of upstream and downstream industries, recognize the value of the brand, and establish a stable brand in the market. You know, blindly opening stores and looking for spokespersons will bring about the destruction of the cashmere industry.
Bai Long believes that the success and failure of a brand does not depend on the slogan. If the slogan alone can succeed, it means that the market is immature. China's cashmere companies also have many shortcomings. First, the operating awareness and operating mechanism of cashmere brands are often behind in the entire apparel sector. Secondly, companies are currently established in Ningxia, Inner Mongolia and other provinces and regions. They do not use Beijing and Shanghai as their real R&D centers and brand sales venues. They are actually still controlling in the distance. This is wrong, and they definitely need to be fully involved. Come in. Third, at present in China, cashmere products cannot be formed during the four seasons, and the brand network and customer influence are greatly reduced. So for the cashmere brand, we must overcome the two major shortcomings of the four seasons and series products, cashmere usually can only do cashmere sweater, in fact, cashmere can be made into knit, woven products, such as the development of silk cotton in spring and summer, Velvet products, autumn and winter can be made into velvet and velvet products.
Dr. Wang Xiangsheng believed that we should start from the following points: The first point, from the brand perspective, should be combined with fashion, nationality, craftsmanship, and image. For example, in order to promote the cashmere brand, Zegna had used half a year to advertise in various fashion magazines in various fields. It carefully deployed advertisements in terms of cashmere production and craftsmanship, and promoted customized Zegna cashmere sweaters in half a year. In other words, the cashmere brand must know how to do the details and must know how to say it. The second point, from the perspective of commodities, there are several directions for future development of cashmere products: First, quality. Second, the four seasons, cashmere brand in the department store mainly concentrated in one area, in the fall and winter, cashmere brand in the department store is the "Wang shop", autumn and winter in the past took out no value. For example, when Erdos brand wanted to enter the women's wear zone and men's wear zone, it was necessary to develop the product to the four seasons. The third is quality, although China's cashmere quality is good, it must be certified and recognized by international professional organizations. Fourth, channel innovation, cashmere brands can also consider shopping malls, shopping malls, women's clothing store, online, living museums, general museums and so on.
"Misching" Education consumers appreciate
Then, how does Chinese cashmere exert its influence and guidance? Is it true that the cultural confidence of Chinese cashmere brands is outstanding? In contrast to the culture of Chinese companies, the culture of Chinese companies is more about production culture, boss culture, and corporate culture. In the entire cultural value chain, the development of Chinese cashmere enterprises is faulty, with only punctuation, no lines and b-shaped rings, and it is more in the service economy stage and not in the experience economic stage.
Byron said that a brand is never planning important. Chinese companies should have such a mentality. Brands are not speculative but investments. Should be more to build from the core charm of the brand, from the brand positioning, brand culture, brand strategy, brand value chain, brand systemic construction. There are many changes to the channels. The traditional cashmere brands must be considered online. Offline shopping malls, street shops, community stores and department stores can also be considered at one stage.
Although Dr. Wang Xiangsheng agreed that Chinese cashmere is cultural, he also stated that this culture is not what everyone expects. “People think of cashmere functional warm products, more suitable for gifts, and now some consumers in the third and fourth tier cities are still relatively recognized. The current culture is a cultural value of goods, there is no culture other than goods, Precipitation and connotation are not brand value cultures."
China's cashmere brands are among the fashion fields. They must jump out of the cashmere industry, cooperate with the design community, the media industry, and the cultural world, start with national cultural elements, dress, and lifestyle, and guide consumers through promotion, marketing, and education. Chinese cashmere brands were initially very crude promotion, there was no promotion content, there was no fashion marketing, and there was also a lack of vip customers at the terminal. China's cashmere brands will not “make a fuss†and come from the brands of cashmere production areas. They don’t understand that advertising promotion is different from pure promotion, and they do not know how to educate consumers. Education is to enable consumers to appreciate, such as European or American brands, first to promote the image and then to the merchandise, and in China to the image from the merchandise to the promotion. Of course, domestic brands have successful examples in the promotion of single products. For example, “Sang Yun Sha†is a special fabric. Liang Zi spent more than two years promoting it and never knew it for consumers.
Huaian Goodlife Textile Co., Ltd. , https://www.goodlifetowels.com