Cashmere known as the apparel industry, "Golden A", a mature goat who can only take 10 to 40 grams of cashmere each year, woven into a cashmere sweater at least about 3-5 cashmere sheep, so Among numerous natural fibers, cashmere has the nickname "soft gold" and "fiber gem." It is precisely because of the rare cashmere raw materials and cashmere fiber properties, making cashmere products to consumers in all countries around the world favorite clothing products. In the early days of cashmere industry, the main export processing enterprises, sold to Japan, Italy and the United States. Over the years, China's cashmere industry has been in a global monopoly position, accounting for more than 75% of the global total output, of which over 90% of global high-quality cashmere exports accounted for more than 80% of the world cashmere consumer market more than 3/4 The goods are produced in China. However, under the weight of the revaluation of RMB and the reform of export tax rebate mechanism in recent years, the low-end market competition in China's cashmere industry has intensified and the export prices of cashmere sweaters have finally dropped. Faced with this dilemma, the industry began to ponder, in addition to export whether there are other alternatives to export. The domestic market was originally due to enterprises in doing the export of the same time brought the excess orders, the formation of a part of the sales of products at the same time, to the foreign seasonal strong processing, about six months of free time, forcing companies to start a small amount of Domestic products. Therefore, cashmere products to open up the domestic market was passive from the beginning. However, with the improvement of people's living standard, the spending power has also been gradually enhanced. Only a handful of cashmere sweaters purchased by a few people are gradually accepted by the public. As a result, some cashmere enterprises are turning their heads to the domestic market. However, the face of rising prices of raw materials in the domestic market, such as workers to raise wages "stumbling block", cashmere enterprises how to take a good turn of the road it? To build the core competitiveness of the brand At present, the domestic apparel market has entered the era of brand competition, the cashmere market is no exception. It is characterized by an increase in the total sales of the industry and its brands, but the decline in profits is manifested in diverse product styles and a single means of competition. As a result, vicious competition such as lower prices leads to a decline in the position of industry and brands in the retail business. The consequence of competition must be By shuffling, promote the brand's overall upgrade. Some experts predict that in the next few years, the cashmere domestic market will surely make its transition to the stage of "complete brand competition." In other words, competition will not only be limited to physical products, decoration, props and exhibitions, but also include software strategies and concepts , Service, style, culture and many other elements. In fact, many well-known enterprises have regarded brand development as a priority strategy for enterprises to develop their markets by creating their own brand-name products and using them as a means to open up the market and ultimately occupy the market. The world's largest cashmere products processing enterprises and the largest owner of cashmere raw materials, Ordos with its obvious technical advantages and brand advantages, maintained a record of nearly 30 years of earnings. Its success lies in its unswerving adherence to the brand development strategy. Ordos Holdings Group Chairman Wang Linxiang recently said that this year, Erdos made a drastic adjustment of its export strategy and the export target dropped by 1.7 million in the previous year. However, the export price will increase. He also pointed out that domestic companies will be based on product image, design, culture and innovation, to enhance brand influence and brand image; low-cost consumer-oriented from the practical to high-end fashion consumption, evolution, to further consolidate the core competition Ordos Strength, through the promotion of the brand to promote sales growth. This shows that the brand building is the top priority of business development. Moreover, as brand-name comprehensive driving force is very huge and the degree of extroversion is also quite high, it is often a brand of products that has been gradually formed into a series to drive the development of related industries. It can be said that the brand is the enterprise to enter the market, occupy the market of weapons. Especially in the increasingly fierce competition in the international market today, companies have not established their own brand strategy, companies have their own brand, brand image has become very important. To design fashion clothing needs fashion brands, need design, need to be personalized, need to adapt to the market. Cashmere sweater is a branch of apparel category, the design concept should follow the composition of the most appropriate material to reflect its physical requirements and style, different styles do different combinations, rather than the blind pursuit of a single raw material. Therefore, from the perspective of the design and development, if the material does not change, the cashmere industry will enter a dead end, because cashmere raw materials in the weaving process there are some deficiencies, modern fashion trends also pay attention to a variety of styles. In addition, the overall sales data from the market analysis, with the rising consumer spending levels and spending power, cashmere sweater sales have increased, some people a year a few cashmere sweater worn alternately is not an isolated phenomenon, cashmere sweater The buyers are also gradually younger. Cashmere sweaters in high-end shopping malls, although expensive, but the attention rate is very high, these phenomena have shown that cashmere sweater market there is room for further improvement, and the competition pattern of cashmere sweater will be changed. The key is to highlight the characteristics of cashmere sweater, because once the style is not welcomed by the market will be immediately eliminated, resulting in the backlog of goods. In conducting market research, it is often heard that consumers and managers emphasize the importance of styles. Many cashmere sweaters that are not on the right track can only be dealt with in price cuts. Therefore, cashmere enterprises need a visionary designer, according to popular trends designed by consumers favorite products. In recent years, the cashmere industry, the rapid rise of the Paro brand cashmere fashion design to enhance the use of brand fashion culture. Statistics show that Paro brand cashmere fashion, which is put on the market for more than 100 new products every season this year, has won consumers' favor. Many products have a sales volume of more than 20,000 pieces. In this autumn and winter cashmere fashion market, fashion means rich, high-design Paro brand cashmere fashion, not only by film and television stars and Europe and the United States favorable for consumers, but also become the domestic version of the cashmere apparel industry follow-up imitation of superscript vane. The importance of channel building to enhance the brand image of the terminal has reached a consensus in the apparel industry. The concept of "terminal is king" is also increasingly recognized by enterprises. Due to the vast territory in our country, especially the distribution of the secondary market in counties and cities in the Mainland Longer channels, how to quickly really have channels, establish a brand image, cashmere enterprises to expand the domestic market is an important step. The high-end image of cashmere products determines its sales network should be the image of good, influential large shopping malls or flagship stores to distribute their products in order to reflect the brand influence and value. The cashmere brand into the large shopping malls design counters, with popular shopping malls to promote their popularity, reputation is to establish a brand image, a shortcut to selling goods. In the specific choice settled in shopping malls, companies may first capital cities from the high-end apparel market began to facilitate the future to 23 markets. For example, the market positioning of the deer king brand is successful people and middle-class iconic clothing, the brand's market position should be in the high-level department stores, star hotels, and the king style. Insiders pointed out that another notable phenomenon is: With the accession to the WTO, with the foreign logistics enterprises to enter the Chinese market, the entire business will be a great change in the men's and women's district have different brand areas, cashmere Shirts will gradually be integrated into many brands to go. Currently in Shanghai, in Beijing, there are already many big shopping centers that have canceled the monopoly areas of cashmere sweaters and sweaters. Let the fashion cashmere sweater into the women's district for sale, which is the practice of foreign countries, but also the domestic cashmere fashion sales worth learning ideas, in fact, the fashion of cashmere ladies, for example, has begun to spring and summer product development, product Rich categories, suitable for annual sales, the terminal display is refreshing. Once into the women's area for sale, its stylish and yet distinguished identity will be able to become one of the high-quality highlights of the women's district. Store is also currently many direct-to-consumer cashmere brand choice channel model. Its advantages are: can communicate directly with the target consumer, contact; strong autonomy, easy to implement the marketing policy; fast capital recovery; brand product line can be a complete display, decoration, display less restrictions, easy to reflect the brand image . In the specific operation of cashmere enterprises can choose the mall and store both the combination of each area have their own focus, relying on the store to establish a brand image at the same time, with the help of shopping malls to enhance brand quality. Establish the development idea of ​​taking the brand competitiveness as the core, set up a brand profit model that adapts to the market, and steadily improve the cashmere industry's share in the domestic market. Just as the "China Cashmere Mainstream Brand Summit" was held in Nanjing some time ago, "the retail price of domestic cashmere products is on the rise when export prices drop. This opportunity can not be missed. Chinese cashmere enterprises must walk on two legs. , Regular fashion conference held in the country, to guide consumer and prevent the brand aging. "As the cashmere production, export volume are the world's first cashmere big country, cashmere industry needs to continue to refresh the dream, in the end to create brilliant.