Qinghe Cashmere Industry Usher In A New Dawn Of Leaps And Bounds

Back in the 90s of last century, Qinghe cashmere The initial processing at home and abroad accounted for a certain proportion, "world cashmere China, China cashmere to see Qinghe" reputation.

Now, the annual sales of Qinghe cashmere industry is 12 billion yuan, of which the sales income of cashmere yarn, cashmere sweater, trousers, skirts and other products account for 65% of the whole industry in Qinghe County. Among the people who eat cashmere products in China, many of them wear Qinghe cashmere products. Qinghe cashmere deep processing has played an important role in the industry, and the market share of cashmere products is also in the same industry in China. Leading position 。

　 OEM Tiny profit Pain

Qinghe cashmere deep processing began in the 90s of last century. After nearly 20 years of development, a large number of mature enterprises emerged. Their cashmere products processing quality has been recognized by some famous brands at home and abroad. Many famous brands have sought OEM processing partners in Qinghe. OEM The way of processing.

However, behind this brilliant cooperation, Qinghe cashmere enterprise profit margins are not as rich as imagined.

A set of cashmere underwear produced by the world's first class technology and high count yarn can be sold to 200 of the Hongye cashmere products company, which sells for 1500 yuan in the domestic market. With the brand of Italy Columbo, it can sell the high price of 500 euros in the international market, and the high profits have fallen into other people's pockets.

"In fact, Qinghe cashmere products have been sold in the international market long ago, just hanging on the brand of others. We have the technology of processing high quality products, that is, we do not have our own brands." Qinghe cashmere industry association president Feng Zihong said.

Because there is no brand, Qinghe cashmere enterprises have experienced the pain of OEM processing.

"OEM processing of a cashmere sweater, the net profit is 20~30 yuan, but if you make independent brand profits will increase 10 times." Cashmere products market management committee director Sun Lianling said.

Qinghe cashmere products are the best way to create their own brands. After the awakening, cashmere enterprises have laid down the OEM process and started the road of independent brand creation. {page_break}

　 Independent brand creation

Quality is the foundation of brand. In the process of independent licensing, all enterprises put the quality of products in the first place. The Hebei olive products company, which has military orders, has set up a strict quality assurance system from raw materials selection to spinning, weaving and finishing. During the production process, it does not allow an unqualified product to go out of the factory, so their brand goes straight to the market at home and abroad.

Creating brand is not only playing a few slogans, advertising or blind investment, but also grasping the quality of products while giving out unique products and making long-term development plans. Therefore, all enterprises have their own "trick and treat" on brand creation: Bo Wei cashmere products company uses self-developed and non pilling yarn machine to produce various kinds of shirts, pants and skirts, and creates its own brand with unique quality, so that "Hua Jia Na" brand products can be fired in the market; beiron company introduces the sales model of "quantity clothing", presenting the fashionable cashmere products to consumers in the shortest time, enhancing consumers' awareness of their brands; Qinghe's cashmere brand has mushroomed rapidly, and every business has its own brand. According to the statistics of the industry and Commerce Department, Qinghe cashmere dress (including yarn) brand adds 200 annually, and the county's cashmere dress brand reaches more than 600.

　　 Policy encourages and promotes licensing

Qinghe cashmere enterprises have a strong enthusiasm for licensing, which is closely related to the support of the government. The county has selected a number of enterprises with good basic conditions, strong technical capabilities, high management level and large market potential as the focal point, and implemented the project of building their own brands. At the same time, it also launched the interim measures to encourage the creation of independent brands. The relevant departments of the county produced special funds to support independent licensing companies from media publicity, project declarations, and participation in exhibitions. The enterprises that carried out their own brand publicity were given half of the publicity cost subsidy, the maximum annual subsidy amount was 200 thousand yuan, the enterprises that sold their own brands were rewarded with the same amount of money after they were paid taxes, and 50% of the subsidies were paid to the independent brands participating in various large-scale exhibitions in the cashmere industry.

The strong support of the government has promoted the development of brand licensing activities of all enterprises in the county, and many Qinghe cashmere products brands have been recognized and sought after by more and more consumers. The establishment of brand promoted the deep processing of cashmere industry in the county, and the prosperity of deep processing led to the development of the whole cashmere industry. This year, the county has 28 new spinning production lines, 300 computerized flat knitting machines, and the operating rate of the county's 20000 combed machines has increased from less than 60% to more than 90% in the past.