Cashmere is known as be garment industry " gold armour " , on body of a mature goat, can collect the cashmere that overcomes to 10~40 every year only, weave a cashmere sweater to come to need 3~5 probably ovine yield quantity of cloth with soft nap, because this is in numerous natural fiber, cashmere has " soft gold " with " fiber is lapidary " good name. because of cashmere raw material rare and cashmere fibrous is characteristic, make the dress product that cashmere product makes consumer of world each country dote on.
Initial stage develops in cashmere industry, the proprietor of an enterprise wants to be given priority to in order to machine exit, sell past Japan, Italy and American and other places. Come for years, the cashmere industry of our country is in global monopoly position all the time, crop occupies the 75 ％ above of global total output, among them high grade cashmere wool takes the whole world 90 ％ above, export volume takes the whole world 80 ％ above, the commodity that world cashmere consumes the market to have 3/4 above is to produce from China. But appreciate in the RMB in recent years, below the weigh that exports the respect such as drawback mechanism reform, the market of industry of our country cashmere is small upright competition grows in intensity, bring about cashmere sweater finally to export the price to go low continuously.
Face this one awkward situation, the personage inside course of study begins thoughtful, whether still existing besides exit export other outlet. Because the enterprise is being done,home market is at first what order brought while abroad is exported is redundant, formed the market of one part product, in the meantime, make treatment to abroad seasonal strong, have the free time that half an year influences, forcing the enterprise begins to do a few product of sale in domestic market. So cashmere product development home market is passive at the beginning. But as people living standard rise, consumptive ability also increases gradually, the cashmere sweater that originally only the small number of people is bought also gradually can be accepted by masses place, consequently partial cashmere enterprise begins to face home market. But face home market raw material to rise in price, worker pay increases etc " obstacle " , how should cashmere company take the route of good transition?
Make core competition ability with the brand
Current, costume market of home had entered the age that the brand competes, cashmere market is not exceptional also. Its feature is industry and brand sale gross rise, but profit drops, incorporate is product style diversity, competitive step is single, wait for malign competition through lowering the price, bring about industry and brand to drop in the position of shopkeeper course of study, competitive consequence is necessarily through shuffling, of stimulative brand upgrade in the round. The expert is forecasted, henceforth a few years, market of cashmere sale in domestic market is sure will transfer " phase of complete brand competition " , that is to say, competition not only the product of substance of bureau be confined to, decorate, prop, display wait for a respect, still wait the strategy that includes software, concept, service, style, culture a moment a variety of element.
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