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How Can China'S Cashmere Industry Enhance Its Competitiveness?

2010/8/31 18:44:00 80

By the end of 2009, there were as many as more than 2600 cashmere garments and related products processing enterprises in China. The processing capacity of cashmere clothing and products reached 50 million pieces each year, 30 million of cashmere products were mainly cashmere sweaters, and the total demand of domestic and foreign markets was less than 20 million.

In recent years, as China's cashmere industry has gradually extended from rough processing to intensive processing, domestic brand cashmere products have increased substantially, and international brands have gradually entered China's market, leading to a larger competition and challenge in China's cashmere products market.

However, the vicious circle of more than ten years' price war in the domestic cashmere market has made this industry far from being standardized, healthy and orderly.

With more and more enterprises being exported from abroad,

Cashmere sweater

Manufacturers began to turn to domestic sales and create brand names. Cashmere sweater competition was fierce. Cashmere enterprises were plunged into irrational price war whirlpools.

As a matter of fact, the traditional means of competition that rely solely on advertising bombing and price diving have obviously failed to play any role.

At the same time, China's cashmere industry has a large number of low-level redundant construction, and its processing capacity has rapidly expanded, and the competition among industries has gradually intensified, and the market order is chaotic.

The serious surplus of processing capacity has led to the fierce competition of raw materials. Many manufacturers scramble for prices and raise prices. Every time the raw materials are sufficient, manufacturers are competing to lower prices. Farmers and herdsmen are forced to slaughter goats, thus forming a vicious circle of the cashmere industry chain.

Generally speaking, due to years of vicious competition, China's cashmere market has already entered the predicament of predicament. The price war between cashmere enterprises has made the price of cashmere almost fall below the bottom line.

According to the experts, cashmere, which is known as "soft gold", can not sell gold price.

Due to the lack of awareness of the quality standards of cashmere products with national authority and the lack of adequate management of cashmere products, the problem of market disorder in domestic cashmere products has occurred frequently.

At the same time, because of the high price of domestic cashmere products and the variety of styles and designs, and the difficulty of cleaning and difficult maintenance of cashmere clothing, in the past for a long time, these have become the reasons for fashion people to refuse cashmere products.

In recent years, despite the fact that cashmere clothing has not yet disappeared, the sales situation is not optimistic. The fundamental reason lies in the backward design of fabrics and styles.

For the whole cashmere

clothing

Industry, to change the current predicament, enterprises urgently need to "new economic growth point": first, cross product and cross industry development to achieve a diversified investment; two, in the cashmere and wool products industry, improve the technology content and entry threshold, control the raw material market, suppress the profit margins of small and medium brands, and seek to acquire the second tier brands that compete with them.

At present, domestic cashmere clothing market leaders continue to carry out product and technological innovation.

Heng Yuan Xiang Group has launched a series of nano cashmere coat leisure series, playing technology licensing, while Erdos launched the technology of cashmere clothing without stains. The blending technology of cashmere and Apocynum introduced by Ningxia Jiayuan textile industry has brought the combination of high quality animal fiber and plant fiber to the extreme. These technological innovations have injected new vitality into the continuous market of cashmere products.

General consumers think that the higher the purity of cashmere, the better. However, it is not the case. Cashmere is not the higher the purity, the better it should be added to other materials to improve the traditional cashmere easy to wear, easy to deformation, easy to pilling and other defects, making the touch more delicate, softer and better flexibility, which is also the trend of cashmere fabric development.

At the same time, China

Cashmere garments

In terms of style design, the color is rather monotonous, and is dominated by dark grey series. The color level is not rich enough, the fabric structure design changes little, and the graphic and clothing style design lacks the integration of innovation and fashion elements. Therefore, the product is concentrated in the middle and senior consumption crowd dominated by middle-aged and elderly people, resulting in a narrow consumption group.

To truly adapt to the broader consumer groups, we must add some fashion elements in the design, such as lace, hollowing, jacquard, sequins, and other techniques.