Integration Of Resources And Upgrading In An All-Round Way -- China'S Cashmere Industry Must Take The Road Of International Brand.
Cashmere
The rare special animal fiber is known as "soft gold", "fiber king" and "diamond fiber" in the world. It is the finest fiber in textile materials so far, and it is the only fiber that calculates the price in the form of "gram".
The world's cashmere producing countries are mainly China, Mongolia, Iran, India, Afghanistan and Turkey.
Our country produces an annual output of 15000 tons of raw wool, accounting for more than 70% of the world's output.
High quality cashmere accounts for more than 95% of the world's total.
In China, the number of cashmere produced in Inner Mongolia is the largest and the quality is the best.
China produces more than 7000 tons of carding cashmere annually, producing 20 million pieces.
Cashmere sweater
Exports 3000 tons of carding cashmere and 11 million cashmere sweaters, exports accounted for more than 80% of the world, China has become a genuine cashmere country.
Our country Cashmere industry The status quo
After more than 20 years of development in China's cashmere industry, especially after the reform and opening up, cashmere industry has developed rapidly along with other industries.
In the early 80s, the export of raw materials was the main source of development, and now the export of products was the main factor, while overseas factories were being built.
The competitiveness of the international market is increasing and export earning is increasing year by year.
Now not only has the advantages of resources, but also has the advantage of technology, product advantages.
But the brand lacks international recognition.
Although 3/4 cashmere sweaters are Chinese products in the international market, there are few Chinese brands.
Although China is a big country with cashmere resources, it is difficult to conceal the embarrassment of making small money.
According to the export situation of cashmere enterprises in 2006, the main export business is OEM export, which is only a small processing fee. The export price is only 14-16 cents per gram.
After the import of foreign enterprises, the price of the OEM generally increased three times to ten times on the basis of the original import price.
At present, China's cashmere industry needs to pform from resource superiority to economic advantage. The most serious problem currently facing is the lack of support from well-known brands.
Cashmere processing enterprises have doubled and doubled in China, and cashmere enterprises have grown to more than 2600 in the country, and there are not more than 5 enterprises producing more than 1 million cashmere sweaters annually.
Homogenization is a common phenomenon. Apart from the high price and high technical content of spinning and knitting computer equipment, the low price and easy operation of carding equipment and ordinary knitting flat machine have made some small enterprises rush to the herd. But from the angle of technological innovation, large enterprises have invested heavily in technological innovation, tackling key technologies in dyeing, spinning and other fields, and achieved some results. The strength of small enterprises' technological innovation is relatively weak, which results in irrational industrial structure, and this is also a great expense for China's limited cashmere resources.
Now export profits have decreased and international trade frictions have increased.
After China's accession to the WTO, although the United States abolished textile quotas, it increased other barriers to trade.
The restrictions and sanctions imposed by various countries on China's textile exports have been constantly renovated. More and more frictions in international trade, coupled with the pressure of appreciation of the renminbi, have led to new difficulties and risks in the international trade of cashmere products in China.
The profit of cashmere products is getting thinner and thinner, and the risk of international trade is increasing.
Integration of resources to enhance overall
In recent years, the export volume of cashmere products has increased year by year.
The resource advantages and processing advantages of cashmere industry in China are difficult to replace at any time in the world. Moreover, the share of cashmere products in the international market will be further improved in the future.
This is also essential for healthy and sustainable development of cashmere industry.
Because the cashmere production in our country is relatively scattered and the concentration is low, it is difficult for small scale enterprises to participate directly in the international market competition.
Therefore, large enterprises should be encouraged to integrate small and medium-sized enterprises according to the rules of market economy, so as to enhance the specialization and efficiency of enterprises and enhance the overall competitiveness of cashmere industry.
The scale of enterprises and the grade of products are the inexorable trend of the development of market economy. It is possible for us to participate in international market competition with large enterprise groups, so that we can have a place in international famous enterprises.
At the same time, we must encourage strong alliances among big enterprises, and realize joint operation of resources, capital, talents, equipment, technology and customers through joint operation so as to achieve large-scale operation.
The advantage of scale operation lies in the specialization of internal specialization. The leading enterprises can concentrate their efforts on developing market and serving the market by using the advantage of brand and technology.
New product development.
Standard and standardized management should be formulated, and product management of enterprises should be upgraded to standardized management.
Through the integration of small and medium-sized enterprises can make full use of their own process advantages, in the refinement and reduce costs for development.
At the same time, due to the advantages of manpower, finance and technology, large-scale operation can concentrate on overseas factories. To run factories abroad can not only get rid of the constraints of domestic limited resources, but also directly expand the sales market abroad, and enjoy the benefits brought by joining the WTO. It should be said that it is a good medicine to fight off the fierce competition in the domestic cashmere industry.
In the cashmere industry, China's scientific and technological content has obvious competitive advantages and has complementary advantages.
In recent years, Lu Wang cashmere Co., Ltd. has tried to run factories in Mongolia, run factories in Madagascar, and run factories in Hongkong special economic zone.
To run factories in Mongolia is to effectively utilize the raw material resources of Mongolia, and to run factories in Madagascar, in order to get rid of the restriction of European and American quotas and the effective utilization of cheap labor in Madagascar.
Practice has proved that the strategy of going out is feasible and profitable to enterprises.
The healthy development of cashmere enterprises needs to be started from the source.
The leading enterprises in cashmere industry should extend to the raw material base and pay attention to the construction of raw material base in pasture area.
From goat breeding and breeding.
Breeding high-quality goat breeds can produce high-quality raw materials.
Over the past 100 years, cashmere goat breeding has formed excellent varieties and population in China. What we need to do now is to survive the fittest, speed up the breeding of good seeds, study biotechnology, and cultivate excellent varieties with high yield and good quality (white, white and fine) on the basis of existing ones, and vigorously promote; study feeding techniques, gradually promote captivity or semi captivity in pasturing areas, pay attention to rational feeding and reduce sticky dirt.
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Study the technology of fleece and improve the quality of fleece.
Although the fleece link is short in time, it has a great influence on the production process of the rear track. It is reasonable to grasp the pile, reduce the sundries, reduce the damage, reduce the amount of clamping, and avoid the inclusion of foreign fibers as far as possible, so as to ensure the quality of raw materials for factory production.
Ensure carding quality.
According to the origin of raw materials and quality indicators, we should arrange the batches reasonably, further improve the combing technology, reduce the roughing rate, keep the fiber length, reduce the coefficient of variation of diameter, and ensure the quality of carding cashmere.
Strengthen the quality control of cashmere dyeing, try to use carding cashmere dyeing, reduce yarn dyeing, strictly control garment dyeing, improve cashmere dyeing effect, brightness, color consistency, color fastness, keep the workshop clean and clean, and implement pollution-free processing.
To improve the level of spinning technology, new spinning technology is used to carry out a variety of fiber blending, multi colored spinning, and continue to improve the technical level of worsted yarn, and strengthen the research and development of high count yarn. At present, the worsted high count yarn developed by Lu Wang company has reached 200, and has reached the international advanced level.
On the basis of enlarging scale, cashmere industry must go deep processing and finishing.
Quantity growth is necessary and quality improvement is more important.
The cashmere industry must go the way of quality. Now, big enterprises such as deer king have already made a welcome step on the road of fine quality production. The technology of worsted high count yarn and computer jacquard has matured. The cashmere worsted produced by deer king can pass through a ring. The worsted cashmere sweater produced has the characteristics of "light, thin, warm and comfortable". It has no scratchy feeling on the skin and is suitable for wearing in social occasions, giving people a sense of dignity and generosity.
China's cashmere products have been developing towards high grade, high tech content and high added value, and have made gratifying achievements.
Cashmere brand construction should focus on individual characteristics and take the road of differentiation.
The so-called differentiation is that the product has unique selling points and distinctive features, such as the worsted shirt made by deer king with high count yarn is relatively rare in the market.
Homogeneity of cashmere products is very common in the domestic market, resulting in low price dumping of ordinary products, resulting in a waste of quality cashmere resources.
Technical differences are the key and difficult points.
At the same time of technological differences, we may choose a different way in terms of color and style.
As a large manufacturing enterprise, differentiated products are essential because we are faced with a broad and complex consumer group.
Attention should be paid to the development of spring and summer clothing.
Cashmere products are mainly winter clothing, which is the general principle of all cashmere production enterprises, which is not wrong in itself.
The problem now is that famous brand cashmere products (mainly domestic famous brands) have counters in major shopping malls, and there are stores in major and middle cities. These counters and stores sell well in winter, but business is slack in summer, but they are not available for sale.
Nowadays, consumers seldom buy winter clothes in summer, while special shops and stores can not close in summer and start business in winter. This requires that there must be a large number of cashmere products in spring and summer to fill this vacancy.
The market vacancy is also an opportunity for enterprises. Now, deer king has made a large number of cashmere garments in spring and summer, including cashmere worsted T-shirts, velvet blended and plush blended garments, which not only fills the market vacancies, but also makes the production of enterprises full load, which has changed the obvious past light and busy seasons of enterprises.
Cashmere products should keep up with fashion trends.
Cashmere products are not only sophisticated in technology but also in appearance and fashion trend.
Now consumers buy cashmere sweaters, not only in the traditional sense of warmth, but also beautiful, generous, leading the trend.
Fashionable clothing made of high quality cashmere raw materials is unmatched by other traditional garments.
In addition, the healthy development of cashmere enterprises is inseparable from the strong support of the testing institutions. For enterprises, the quality of products is always ranked first. Of course, because of the competitive prices of foreign distributors, the production enterprises sometimes have no profit at all, or even lose their money to perform their contracts. This makes it possible for individual small businesses to produce some adulterated products in order to keep costs.
But for large enterprises that regard product quality as life, it is always necessary to guarantee quality at any time and consider others.
As the export of products must be tested by qualified domestic and overseas testing institutions, customers will only recognize them.
Therefore, the correct detection and accurate determination of products is particularly important for enterprises. If there is a miscarriage of justice, it will seriously perplex enterprises and even affect the normal development of enterprises.
Now there are a number of cashmere testing institutions in China and abroad. They are independent. Sometimes, there will be different testing results of the same product. So from the point of view of the enterprise, it is very promising that the detection institutions can penetrate each other to achieve a uniform standard.
The product can be accurately determined to promote the sound development of the cashmere industry.
At the same time, it is hoped that the testing agencies and manufacturers can infiltrate each other and create opportunities for mutual communication, so that they can trust each other and understand each other.
The production enterprise is located in the raw material producing area, has abundant raw material resources, and possesses advanced testing equipment and experienced testing personnel. It can provide the most primitive cashmere samples for the testing organizations.
Because the cashmere of different producing areas and different parts is quite different in scale form, this can provide reliable basis for judging cashmere.
Production enterprises can also provide testing equipment, venues, truly sharing resources, and even do the testing in the production process, which will greatly promote the healthy development of enterprises.
Implementing brand strategy to achieve sustainable development
To create an internationally famous cashmere brand is an urgent task for China's cashmere industry.
We already have a famous Chinese cashmere brand, such as "deer king", which has become a well-known trademark in China many years ago. It is almost household name among Chinese consumers. But in Europe and America, Japan and other consumers, it knows very little.
The "cashmere products" produced by these deer factories rarely appear in their own brands abroad. Most of them are OEM and hang famous brands abroad.
It is our top priority to popularize China's famous trademarks abroad.
To promote the internationalization process of Chinese cashmere brand and change the export situation of low price OEM is the only way for China's cashmere industry to truly embark on the international stage.
The growth of cashmere industry is limited, but the increase of brand influence and the expansion of added value still have great room for development.
Now, the gap between famous cashmere brands and ordinary brands has emerged.
The same size and style cashmere sweater is more than 30% or more than the cashmere sweater of ordinary brand.
Now we want to elaborate on this kind of domestic brand effect in the international market, and push China's "deer king" into the "deer king" of the world.
For decades, the development of cashmere industry in China is mainly reflected in the growth of scale and quantity, but this growth is bound to be limited by limited resources. The brand influence and added value of cashmere products will be bigger and bigger in the future.
Brand is the soul of an enterprise.
The benefit of brand has become the consensus of the business community.
If China's cashmere industry wants to truly have international competitiveness, it must take the road of world famous brand, which is the only way from cashmere resources to textile power.
Although this road is relatively long and takes decades or even hundreds of years, we must stick to it.
Comprehensive innovation has made the cashmere industry develop at a higher level.
The world's textile and garment industry is changing rapidly, and the cashmere products industry must keep pace with the times.
Comprehensive innovation means upgrading comprehensively in technology, brand and marketing, and constantly displaying new faces in front of consumers. Brand innovation is the key.
We have the advantage of resources, but if we do not have the brand and innovation ability, it is difficult to turn the resource advantages into economic benefits, and the resource advantages will also be lost.
Enterprise development is inseparable from innovation, creating international brand is also inseparable from innovation.
Enterprise's innovation ability and brand effect are more important than resource advantages.
Establish a global marketing network.
For a long time, Chinese cashmere products do not have their own terminal marketing channels, and a lot of profits have been earned by foreign distributors.
The Chinese cashmere brand will be directly promoted to the consumers in Europe, the United States and Japan, and the sales mode of OEM will be changed to achieve a direct meeting with consumers in the international market with Chinese brands.
Only in this way, with the integration of the global economy, cashmere industry with Chinese characteristics and resources will be able to grow and expand continuously, achieve sustainable development and become the dominant position in the world.
In recent years, China's economy has increased rapidly, people's living standards have been continuously improved, consumption capacity has been constantly increasing, consumer groups have been expanding, and the demand for cashmere products will continue to grow.
From the international market, the developed countries such as Europe, America and Japan do not produce cashmere, but cashmere products made of light, thin and warm natural materials are far superior to those made of synthetic materials, and have been recognized by foreign consumers. Their market share in foreign countries will only increase but not shrink.
In addition, historically, the price of cashmere has been rising, and the price of cashmere products will also increase year by year. Cashmere supply will dominate. The price of cashmere and its products in China will increase greatly. The export of cashmere products in China, because of the lack of internationally famous brands, will be suppressed in the international market, which is a problem we are unwilling to see and need to solve urgently.
It is the responsibility of Chinese cashmere enterprises to enhance the export price of Chinese cashmere products and enhance the ability to earn foreign exchange through export. It is also a strong guarantee for the sustainable and healthy development of China's cashmere industry.
In the face of domestic and foreign markets, there are opportunities and challenges in cashmere industry.
The cashmere industry in China is bigger and stronger.
It is necessary to expand the scale and level, increase the technology content, make fine products, create a world famous brand, occupy and expand the domestic and international market, and develop the Chinese cashmere industry into a strong industry with international famous brands and international competitiveness.
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