Brand weak constraints cashmere industry warmer--

According to customs statistics, 1 ~ 9 months, the national textile and apparel exports of 121.68 billion U.S. dollars, down 11.2% .9 months, textile and apparel exports rebounded again, the month exports hit a new high this year.

At present, although the Chinese economy has shown signs stabilized pick up momentum, but under the influence of the financial crisis can still feel the cashmere industry is "cooling."

Order to reduce

In the third quarter, the giant King Deer Cashmere Baotou where textile exports 47.11 million U.S. dollars, ring than to reduce 50.3%. Relevant analysis, in the third quarter should be the peak season for traditional export textile products, but because of the global financial crisis for Europe and the United States and other major consuming countries, the impact is far from being eliminated, cashmere textile consumption continues to slump, coupled with the concentration of textiles in the first half performance of the contract, so wool textiles exports have declined significantly. This is also the city's only ring decreased the amount of bulk export commodities.

Data show, another giant Erdos Cashmere cashmere industry group orders in the first half of this year amounted to 2.92 million, compared with same period last year about 55 million pieces, over the same period in 2007 to reduce 2.4 million, this year, the amount of export orders fell 40%.

In fact, in 2008 felt the cashmere industry, the financial crisis chill more "biting", Inner Mongolia cashmere sweater textile quotas were lifted on the export volume is the lowest in a year.

As the nation's largest pastoral areas in Inner Mongolia currently has more than 150 processing enterprises of cashmere, cashmere product output, sales revenue, export delivery value of ranking first in China. However, due to yuan appreciation, the global financial crisis and other factors, in 2008, Inner Mongolia exported cashmere sweater, sweater 2862 batches 5.459 million, export quantity decreased by 2.8 million, a decline of up to 33.8%. Last year, Inner Mongolia cashmere sweater, sweater of the export value was only 1.972 billion yuan, down 27%, a decline in export value in Inner Mongolia's biggest textile products.

Entry-Exit Inspection and Quarantine Bureau in Inner Mongolia, according to statistics, last year in Inner Mongolia cashmere sweater export market is still Japan, the United States, the European Union, Russia, South Korea and China's Hong Kong-based. Among them, to Japan, U.S. exports reduced the largest drop as high as 56.3%, 31.8%.

By the international financial crisis, cashmere in Inner Mongolia this year, prices have been hovering at low levels. National Bureau of Statistics survey in Inner Mongolia Corps derived from sample survey data shows that: first half of 2009, the family farmers and herdsmen in Inner Mongolia cashmere sold in an average price of 186.15 yuan per kg compared to the same period in 2007, down 90.36 yuan. For two consecutive years, Inner Mongolia cashmere prices have dropped significantly.

National Bureau of Statistics survey in Inner Mongolia Corps analysis of the financial crisis, export orders decreased a corresponding reduction in exports led to an important reason why velvet prices fell.

Contrarian seek change

"Cashmere clothing can be fashion", which is downtown Zhongshan Road, Hohhot, many young people's feelings.

Commercial buildings in the Victoria area, a well-known Cashmere brand, sales staff told reporters: "warm and practical tradition of cashmere clothing is now sold in general, the young new consumers come to buy more and more fashionable."

The face of international financial crisis, the decline in exports of the situation, a lot of cashmere enterprises to accelerate the pace of fashion design. At the recent conference on new Ordos in 2010, using cotton, silk, silk floss, velvet and other materials of the spring and summer fashion by the fashion industry's concern, consumers can also be found in the original brand cashmere fashion.

Inner Mongolia Erdos Garment Co., Ltd. official said the next few years, Erdos Group, the huge sums of money to come up with several hundred million dollars to upgrade up into channels, and hire local professional design team to innovate breakthrough.

Investigation by the reporter learned that, in addition to fashion design, the way in sales, cashmere enterprises have new tactics, the amount of tailor-made and on-line direct marketing to become a new means to address the financial crisis.

Figured prominently in China's cashmere industry in Hebei Province Qinghe County, the amount of tailor-made business more and more. According to media reports, cashmere products in the local market more than 60 enterprises to develop a tailor-made, each general corporate income per day during the peak season orders for one or two hundred, off-season there are five, 60, earn a high income.

The two giants China Erdos and King Deer Cashmere online direct sales business also began to take shape.

Brand missing

Data show that China's cashmere resources in the world have a monopoly, cashmere production accounts for more than 75% of the world, including high-quality cashmere accounted for more than 90% of the world, exports accounted for more than 80% of the world. Consumer market in the world's Cashmere 3 / 4 of the above goods produced in China.

At present, China has completed the major Powers, cashmere cashmere raw material producing country by leaps and bounds, the annual cashmere production has more than 40 million. However, due to the lack of independent brands, to make cashmere the competitiveness of enterprises and profit greatly reduced.

Most of China's exports of cashmere products in order to "OEM" status to enter the international market, the real hang less than 10% of Chinese brands. China's cashmere industry, foreign enterprises have become de facto processing of raw materials and products "workshop."

Intensifying competition in the market led to low export prices continuing to fall cashmere sweaters. In 1996 China's export price of each piece cashmere sweater, after falling to 37.89 U.S. dollars this year, still hovering over 30 U.S. dollars, equivalent to more than 200 yuan.

In Inner Mongolia Academy of Social Sciences a researcher believes that enterprises in Inner Mongolia cashmere severely affected by the financial crisis, to a certain extent, is also a lack of long-term brand led to the "bitter" and accelerate the brand international marketing, should be the cashmere company's new strategy to address the financial crisis.

In fact, at present there are a number of cashmere company in the country already has considerable strength and brand awareness, accelerate the brand international marketing conditions are ripe.

It is understood that the Ordos, while high-end products in research and development focused on building a global sales network, has been in Los Angeles, Cologne, New York, London, Moscow and Hong Kong established a sales company in France, Germany, Japan, the United States and other countries and regions set up more than 20 outlets, brand the process of internationalization has accelerated noticeably.