Cashmere clothing sales situation is not optimistic price war is the main reason

By the end of 2009, there were more than 2,600 processing enterprises of cashmere garments and related products in China. The processing capacity of cashmere garments and products reached 50 million each year, and the actual processing of cashmere sweaters was mainly about 30 million pieces of cashmere products. The total demand is less than 20 million pieces. What astonishing data can show is just the fact that China is a big producer of cashmere clothing products, but the sales of products are not optimistic.

In recent years, as China's cashmere industry has gradually extended from rough processing to deep processing, domestic brands of cashmere products have increased significantly, and international brands have gradually entered the Chinese market, leading to a greater range of competition and challenges in China's cashmere products market. However, the odd circle of price wars in the domestic cashmere market for more than a decade has made this industry far from being well-regulated and healthy and orderly.

As more and more companies started to sell cashmere sweaters to domestic sales and create brands, the competition for cashmere sweaters is fierce, and cashmere companies are plunged into irrational price wars. In fact, traditional competition methods relying solely on advertising bombing and price diving have obviously not played any role. At the same time, a large number of low-level redundant constructions in China's cashmere industry are still in existence, the processing capacity is rapidly expanding, the competition between industries is gradually increasing, and the market is in disorder. The serious excess of processing capacity has led to a shortage of raw materials. Many manufacturers compete with each other and drive up prices. Every time there is sufficient raw material, manufacturers compete to reduce prices, and farmers and herdsmen are forced to slaughter goats, thus forming a cashmere industry chain. Vicious circle.

In general, due to years of vicious competition, China's cashmere market has now entered a dilemma of deplorable prospects. The price war between cashmere companies has made the current price of cashmere products almost fall below the bottom line.

According to relevant experts, cashmere called "soft gold" does not sell gold. Due to the lack of understanding of the quality standards of cashmere products with national authority, as well as inadequate management of the production and sales of cashmere products, the problem of disordered market order of domestic cashmere products has occurred from time to time. At the same time, due to the fact that the domestic cashmere products are expensive and there are not many design changes, together with the difficulty in cleaning and maintenance of cashmere garments, these have become a reason for fashionists to reject cashmere products for a long time in the past. . In recent years, although the “expensive” of cashmere garments has not faded, the sales situation is not optimistic. The fundamental reason lies in the backwardness of design technology in terms of fabrics and styles.

For the entire cashmere garment industry, to change the current dilemma, companies need to "new economic growth point": First, cross-product, cross-industry development, to achieve diversified investment; Second, in the cashmere wool products industry, improve Technical content and entry barriers, control of the raw material market, suppressing the profit margins of small and medium-sized brands, and seeking opportunities to acquire second-tier brands that compete with them.

At present, leading companies in the domestic cashmere clothing market continue to carry out product and technological innovations. The Hengyuanxiang Group launched a series of nanometer cashmere coats and launched the technology technology brand, while “Ordos” introduced cashmere garment technology without stains. Ningxia Jiayuan Cashmere Industry introduced high-quality animal fibers by blending cashmere and apocynum. The combination with plant fibers has reached its limit, and these technological innovations have injected new vitality into the market of cashmere products that have continued to be sluggish.

General consumers think that the higher the purity of cashmere, the better, but the fact is not the case, cashmere is not the higher the better the purity, it should add other materials, improve the traditional cashmere wear, easy deformation, easy ball and other defects, so that the touch is more delicate, Softer, more flexible, this is the trend of the development of cashmere fabrics.

At the same time, China's cashmere clothing in the style design, the color is more monotonous, but also to dark gray series, the color level is not enough, the fabric structure and design changes change less, pattern and clothing style design lacks sense of innovation and fashion elements With the integration, the products are concentrated all the year round in middle-to-high-end consumer groups dominated by middle-aged and elderly people, resulting in narrow consumer groups. To really adapt to a broader consumer group, we must add some fashion elements in the design, such as lace, hollows, jacquard, sequins and other techniques, and use clothing to express and elevate self-personality and demonstrate a kind of beauty.