China's cashmere mainstream brand summit closed successfully in Nanjing

Nanjing, commonly known as the "stove", was rained heavily in the hot season of July. The July 31st Nanjing forum, like the instant rain in the dog days, pointed out the direction for the troubled cashmere industry.

The cashmere mainstream brand summit was organized by the China food and animal products import and Export Chamber of Commerce, the China Textile Import and Export Chamber of Commerce, the China Wool Textile Industry Association, the China Livestock Products Circulation Association, the Nanjing municipal government, and the Beijing international cashmere Fair Organizing Committee, organized by Sanli advertising exhibition Co., Ltd.

The host was held by Zhang Zhibiao, China's food and livestock import and Export Chamber of Commerce and China International Trade Arbitration Commission (China International Trade Arbitration Commission).

As Mr. Huo Jianguo, President of the food and Animal Import and Export Chamber of Commerce of China, said, the top executives of the enterprises explore common problems encountered in the process of cashmere brand establishment and promotion, and explore the general law of the cashmere industry brand development.

The Limited by Share Ltd, as a cashmere enterprise, has done a lot of work for this summit with its own strength.

Similarly, at the summit, the Chinese native animal snow lotus Limited by Share Ltd shared its research findings with cashmere industry with many peers.

At the meeting, Chen Tao, chairman of China National Livestock and snow lotus Limited by Share Ltd, analyzed the trend of foreign markets. China has completed the pformation from a large country of cashmere raw materials to a large producer of cashmere products. The processing enterprises in Europe, America and Japan have withdrawn from the market in large numbers, but the demand for cashmere products in the international market is increasing.

In the domestic market, the cashmere market in 2008 is expected to achieve a 20% growth.

There are 7 cashmere sweaters per 100 people in the United States, 8 in Japan, and 0.6 in China. With the continuous upgrading of consumption in China, the cashmere market is promising.

The key factors for the success of cashmere industry in China were: maintaining cost advantages, expanding production scale, controlling raw material control, ensuring product quality and stability, focusing on importing and absorbing foreign technology, and increasing export speed. The key factors for success now are: market reaction capability, design capability, brand management, supplier management and customer service.

Chairman Chen Tao has provided a strong annotation for the future market trend of China's cashmere industry: after that, the cashmere industry should make a brand and value added strategy.

Brand and technological progress will become the driving force for sustainable and healthy development of cashmere industry.

Zhang Zhi, CEO of Erdos Cashmere Group, analyzed the problems existing in the cashmere industry: first, the marketing of the cashmere industry still relies heavily on exports, and the industry did not form a cohesive force to resist the price negotiations of international buyers.

Two, the domestic sales of cashmere industry compared with other categories of clothing industry, there are still a single product sales season, a single consumer group and a lack of sales channels.

Three, the products of cashmere industry are homogenized, and they are inadequate in terms of technological innovation, product innovation and market segmentation.

Hao Xukuan, chairman of the group, said that the value of the domestic brand is only 30%-50% of the international brand, and he advocates that cashmere enterprises should create excellent brands and increase the added value.

Mr. Wang Weiqiang, chairman of Lu Wang's domestic marketing headquarters, believes that brand is the golden signboard of the new era.

The brand strategy should be independent from the overall strategy of the enterprise, and the enterprise brand is established and promoted. The enterprise can further optimize the value chain with the help of the dual effect of the brand, provide better customer value and realize the development of the supernormal scale.

Shan Tong, deputy general manager of Xinjiang Tianshan wool textile Limited by Share Ltd, elaborated the future development strategy of Tianshan Mountain, and "brand development thinking taking product as the core."

Differentiated development ideas have been made.

Baozi Guang, President of Shanghai OCA Chun Zhu group, summed up the development path of China's cashmere market. The first stage is "raw material stage", all of which are exporting raw materials, and the second stage is "functional stage", which reflects consumers buying warm cashmere sweaters with warmth.

The third stage is the "product stage", which relies on a few flying funds to maintain business.

It is also the initial stage of the brand, and appeals to the government and associations to help the cashmere industry to set up four systems of assessment, promotion, promotion and protection.

Qiu Ganqing, general manager of Huzhou Jen Bei Cashmere Products Co., Ltd. appealed to cashmere industry to pay attention to quality and maintain brand image.

Wang Beilei, deputy general manager of the Zhejiang rice cashmere Limited by Share Ltd, explained from the perspective of the development of MI Huang brand, explained that after carrying out the "colorful strategy", the company carried out a detailed analysis from the aspects of product, channel, marketing and operation.

Yang Dayun, President of Greater China, UTA Fashion Management Group, made a keynote speech on how to build a strong brand.

After the keynote speech, the forum entered the communication phase, and the leaders of Chen Tao, such as snow lotus chairman, explained the questions of entrepreneurs and media in detail.