"Fiber Diamond" Is Selling At Low Prices, Striking The Brand Alarm Bell And Enhancing Brand Awareness.

"Made in China" is no longer news in the international market due to the lack of its own brand.

However, the international experience of Chinese cashmere products, known as "soft gold" and "fiber diamond", is still shocking.

In July 31st, China's food and animal products import and Export Chamber of Commerce and other five "country name" units held the "China cashmere mainstream brand summit" in Nanjing, and the message from the forum was thought-provoking.

China's cashmere resources occupy a global monopoly position. More than 2000 cashmere production enterprises actually control 93% of cashmere raw materials in the world, about 40000000 cashmere sweaters per year, and the output accounts for more than 75% of the world's cashmere sweaters.

However, in 2007, the average price of each Chinese cashmere sweater was only 30.58 US dollars, equivalent to only 200 yuan.

What makes us keep monopoly resources and sell cashmere products at a low price?

Experts at the conference generally believe that the lack of brand is a fatal injury.

The export enterprises of cashmere products in our province are also "unsung heroes".

In the international market, a considerable portion of Chinese cashmere products can only linger on the low end. Although there are many Chinese products in the high-end market, most of them go to the international market with OEM status.

Authoritative statistics show that less than 10% of Chinese cashmere products are exported.

Once the foreign sellers have posted their own brands, the selling price will increase several times or even dozens of times.

It should be said that cashmere products as the top natural textile raw materials, encountered in the international market, for China's exports of textiles and clothing, and even "made in China" is no lack of sample significance.

"Brand is not only a reliable product quality, but also has cultural support and brand management, which are never encountered by our enterprises," said Chen Tao, chairman of China National Snow Lotus group.

As a trademark of the cashmere industry in China, Zhang Zhicheng, CEO of the Erdos Cashmere Group, combed out various external constraints of cashmere brand: the industry did not form a cohesive force to resist the price negotiations of international buyers, single products, serious homogenization competition, and so on.

To build an independent brand, there must be a correct path.

Yang Dayun, President of Greater China, UTA Fashion Management Group, is a weapon for Chinese Enterprises: to build a strong brand, to have reliable quality, to use technological innovation and design skills to increase credibility, to create legendary stories, to create distinctive "character", to create a unique visual identity image and so on.

The social circles' understanding of the "soft rib" of the brand is gradually becoming clearer and gradually becoming the same.

At the summit, more than 50 enterprises in the conference introduced their own brand strategy practices and plans, and industry organizations and intermediary structures also pushed enterprises to brand.

Last year, the cashmere Council of China organized the first China Beijing international cashmere fair to introduce a great response at home and abroad. The Trade Fair will become a professional fixed platform for a year.

Although the road of brand is far away, good beginning is still worth our expectation for the future.