The Brand Name Of The Town Of Cashmere Apparel

Submitted by: Lanbo Jiang

In recent years, weaving town in the emphasis on accelerating the development of children’s clothing industry, have also begun to embark on industrial diversification and development path, cashmere, metal products, machinery, bio-pharmacy, three power industry and other emerging industries in the town have also shown a good development trend, the formation of a new bright spot of economic growth. Particularly in the weaving of cashmere production of raw materials where this is not the geographical origin and wool cashmere industry, the rapid growth and development, becoming the brand cashmere industry, the gathering center. Presents the seven characteristics:

First, a strong development momentum. The town has been concentrated in production of wool and cashmere 18 scale enterprises, employing over 6,000 people, including selling 4 billion yuan enterprises 3 (Chun Pui, Michael Huang, Paro), a 500 million yuan enterprise 7, 08 annual output value of 2 billion yuan, an average annual increase of 25%. Woolen cashmere sweater with a annual production capacity of 2.2 million, two million of worsted cashmere sweater, cashmere sweaters to reach 4.2 million, as well as cashmere coat, cashmere underwear, cashmere scarf and other products annually.

Second, the brand advantages are obvious. Wool and cashmere industry has entered a gathering of industry brand development stage, the existing national famous trademarks Jane shellfish, the National well-known trademarks Jane shellfish, rice Huang, Paro, “Jane shell”, “m Emperor”, “Paro” and other cashmere companies increasingly formed the “advantage plate” radiation effects, a large number of cashmere and the rise of the brand, RDC-shirt, Sri Lanka Tembec cashmere cashmere cashmere and a number of companies are taking the brand high-end line, the rapid development and expansion of the domestic industry competitive advantage of initially appear, leading status has been further established. Jane shellfish, rice Huang, Paro and other brands of cashmere products in China have a decent sales, and maintain a steady growth trend.

The third is equipped with ability. Always pay attention to developing and improving the quality of products to meet high-grade knitting wool, cashmere products, demand, focusing on the transformation of the entire equipment to reborn. Invested a lot of money, the introduction of the introduction of the United Kingdom, Germany, Italy and other countries of the group of international most advanced production equipment and production test equipment. Have from the original fabric to the finished garment one-stop production line, spinning the introduction of foreign advanced equipment, making the yarn made from a high rate, bright color, thickness uniformity, for the production of high-quality cashmere sweater provides a strong backing. The product throughout the production pipeline, using a variety of testing equipment for process monitoring to ensure that the product types in each working procedure of quality, through the ISO9001: 2000 quality management system pairs of domestic and international certification.

4 is a leader in technological innovation. The introduction of multi-professional and technical personnel, to enhance scientific and technological content of products, Jane Shell Group, established by Tsinghua University, Peking University, Zhejiang University and other institutions of higher learning for technology relying on new product research and development innovation center, focusing on research and development with independent intellectual property rights, for several years to has developed a high-tech anti-static cashmere series products, anti-pilling cashmere series products, radiation cashmere series products, negative ion multi-cashmere series products, as well as machine washable cashmere products to fill gaps in the domestic cashmere sweater, which achieved by a single product innovation leap to full-scale technological innovation.

5 is a brand new culture. Branding on the cashmere industry has always been to break the relatively conservative and closed passive spread, showing interactive communication with consumers to carry out the promotion of experiential marketing and other new ways. Such as “m Emperor” is the first in the industry, the successful implementation of entertainment marketing, brand, took the lead in the industry, the use of voice strategy, huge sums of money to hire an international film star, fashion Queen Rosamund Kwan interpretation of the brand, through the CF film, terminal image and high-grade promotion album, out of shape and conductivity meters Emperor “subtle luxury” of the brand image. Emerging brand “RDC-shirt” with “Dream of Red Mansions” of the cultural influence to promote the brand influence, created a good brand of media topics. In recent years, through media channels, including China Central Television, local TV advertising and newspaper columns, magazines, Internet media, strong communication, cashmere brand awareness and popularity has been increasing.

6 is the market a wide range of radiation. Various types of wool and cashmere products radiating from the domestic cities extends to the United States, Europe, Japan and Southeast Asia and other countries, the business sales market covering the whole country, and the National 150 cities in 1600 reached a strategic partnership between the shopping centers to set up 1,600 special counter 200 specialty stores, results of operations for several consecutive years of 50% -80% of the rate of growth by leaps and bounds. Chun Pui national direct marketing organization established to reach out into the consumer side, intimate understanding of market needs, thereby also bring about the scale of production expansion. M Emperor to break the cashmere counter the dull and old-fashioned sense of display, to high-end fashion store concept, creating a vivid of the terminal, creating a high-end, fashionable, distinguished the store atmosphere, so that consumers meters of space to fully experience the emperor of fashion to the colorful Cashmere has prevailed. Jin-Li Shan pioneered a new distribution system (MIS), Electronic Ordering System (EOS), Point of sale system (POS) and other information systems.

7 is a concentration factor of resources. The effective concentration of the industry, attracting top ten fashion designers, including the country, including a large number of outstanding technical talents and management talents to weave where 1,200 people make intellectual contributions, while on the market after nearly two decades of hard temper, and had a support high quality, broad-minded and stronger ability to adapt to the entrepreneurial team, but also nurtured a skilled workforce.

Third, wool cashmere industry, the next step to nurture and develop ideas

Cashmere wool industry in the light of trends and changes in consumption structure of the situation, comparing the major domestic rival, weaving wool cashmere industry, where the development has a certain advantage, at present in our region cashmere industry is a critical period in the industry, speed up, on the one hand to consolidate the current there are advantages to accelerate the pace of development; the other hand, do large industries, and improve product grade and quality. Continue to weave in wool cashmere industry where technology and brand advantage, to build national brand names the town of Cashmere,

1, fostering the growth of the leading backbone enterprises. Integration of various elements of cashmere industry resources to leading backbone enterprises and assets, resources, brands, technologies and markets as a link to promote the restructuring of mergers among enterprises, cultivating diversity of property rights, complementary advantages, advanced management, with core competence large enterprises and groups. Do a good job Jane shellfish, rice Huang, Paro and other key cashmere business, financial, project construction and other key support areas to accelerate the pace of technological transformation, the rapid expansion of scale, our strength, and strive to foster sales of more than 2011 billion the size of Enterprise Ultra 15, an output value of 5 billion yuan.

2, and actively promote technological innovation. Adhere to technical progress, and promote technological innovation, and guide enterprises to transform and upgrade existing processing technology and equipment, to capture the key technological problems to grasp the unique technology and applied for patent technology, and increase market competitiveness. To encourage and promote businesses and universities and research institutes to carry out various forms of production and research co-operation. Focus on cashmere production enterprises are technology projects each year, relying on technological progress to promote industrial upgrading and development.

3, vigorously promote the implementation of brand strategy. Brand awareness and adhere to quality, increase the company created their own brands in the brand-building on key support, and striving for well-known Chinese brand name or trademark, increased enterprise training record card back-up to form a rational structure of the brand echelon. Continue to maintain a good market reputation, and constantly improve the quality of end products of cashmere and shape weave cashmere industry, where the overall image. Cashmere famous brand “Jane shell”, “m emperor”, “Paro” as a leader, support enterprises to create and nurture a new domestic and international famous brands, and strive to create a three-year period an internationally renowned brands, five domestic brands.

4, efforts to expand the international market. While continuing to consolidate and upgrade the domestic market, actively guide the enterprises to develop property investment, using the advanced concepts, technologies and equipment, well-known brand, financial strength and distribution network to do larger and stronger wool and cashmere industry, the real increases the formation of foreign private capital in comprehensive advantages. Increase the export of support for enterprise strength, and guide enterprises to participate in the international market competition, and improving industrial export-oriented degrees, to achieve the 2011 export performance of the enterprise to achieve three or more fully committed to promoting China’s national cashmere fashion culture.

Wool and cashmere industry is the weaving town the advantages of the emerging industry clusters, we will be in accordance with the “Do Something, Do Nothing” requirement, we should conscientiously do a good job tasks, to speed up weaving wool and cashmere industry, enhance the growth of years to realize weaving in industrial a leap forward in the new economy.

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