Cashmere industry chain should pay attention to brand building

Summary:

Economic recovery, industrial upgrading show smile

This year, China's cashmere market has seen double-digit growth in recent years. According to China Customs' import and export data, from January to July, China's cashmere and wool-free exports were 1,451 tons, with a total value of US$146.66 million. The amount and amount increased by 57% and 51% year-on-year, respectively. Cashmere products had export value of 692.23 million US dollars, an increase of 19.9 percent year-on-year. %.

This is a very brilliant data, this achievement is very precious, hard-won. Tian Hao, head of the Animal Husbandry Division of the China Food, Animal and Livestock Import and Export Chamber of Commerce, said at the International Cashmere Festival Forum that he analyzed and pointed out two reasons: On the one hand, the world economy has improved, and cashmere has become a high-end luxury product with a large price elasticity; on the other hand, In the past two years, China’s cashmere exports have been under greater pressure and export growth has been slow. This data is a growth on a very low base and is a kind of restorative growth.

In spite of this, he said: “Looking forward throughout the year, even if the future development has slowed down in this trend, it is still a very good year for the whole year. From the export structure, the growth of dehaired cashmere has reached 50. More than % means that market confidence has increased and overseas stocks have also been consumed."

All along, China is considered to be a big country of cashmere raw materials, because nearly 75% of the world's cashmere raw materials are produced in China. However, from January to July this year, China imported 5,228 tons of cashmere raw materials, imports increased by 26.9% year-on-year, amounted to US$87.71 million, up 47.8% year-on-year, and cashmere yarns exported 2,741 tons to US$356.57 million, up 26%, respectively. And 36%; cashmere scarf exports 26,880,000 US dollars, down 19%; cashmere sweater exports 28,220 million US dollars, an increase of 7%. Tian Hao, who has been in the cashmere industry for nearly 10 years, commented: “This data is very interesting. China has changed from a big raw material country to an importer of raw materials.”

Looking back at history, the low end of China's cashmere industry, when the highest export volume reached 5,000 tons, China's cashmere raw material imports in 2003 was 1629 tons, 10 years after today's growth rate of 2.38 times. This fully explains two issues: First, industrial upgrading, more companies began to spin, to make finished products; Second, the constraints of environmental factors such as captivity, limited conservation, China's cashmere production capacity decreased.

"With such a large amount of imports, it is fully demonstrated that China's cashmere market is very large, and it has become the world's fastest-growing and most potential cashmere market, and the upgrading of the industry will inevitably lead to an increase in consumption," Tian said.

Pioneering and innovative: diversification of cashmere apparel

For a long time, Chinese cashmere products have given people outdated and single “cashmere sweaters”. Many domestic fashion-conscious consumers prefer to spend a lot of money, but also to buy foreign brands made of Chinese cashmere. China has always been a loser in the terminal design and product innovation of cashmere products. However, the cashmere dresses, cashmere cheongsams, and cashmere underwear displayed on the models at the International Cashmere Festival Fashion Show this year really made the participating audience brighten up.

This reporter learned that these fashionable and unique cashmere garments were selected from 61 Chinese cashmere companies. From the love of cashmere cheongsam, the reporter interviewed the team leader of R&D and designing this high value-added clothing—Pangu Wang.

With his understanding of the cashmere industry and his deep feelings for grassland culture, Chairman Wang created his own cashmere museum three years ago. At present, cashmere museum presents a series of cashmere from cashmere cheongsam, cashmere coat to cashmere underwear. apparel.


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