Industry Overview
With the development of the cashmere industry and the improvement of the people’s living standards, the consumption of cashmere products tends to be popularized, and consumption has increased year by year. At present, China's professional cashmere sweater manufacturers have reached more than a thousand, the production area is mainly distributed in Inner Mongolia, Zhejiang, Beijing, Shanghai, Shenzhen, Hebei, Shaanxi, Gansu, Ningxia, Qinghai, Xinjiang and other places, the output accounts for 90% of the country Above, among them, Inner Mongolia, Zhejiang, Beijing, Shanghai, Shenzhen, and Xinjiang have gathered more than 95% of the well-known brand enterprises in the country, and other manufacturers in other regions mainly focus on low-end and OEM products.
Now, the following problems exist in China's cashmere market:
1. There is a gap between brand image and foreign brands, including product image, packaging image, store design, etc. China's cashmere sweater brand does not have its own style in product design, and there is a phenomenon of mutual plagiarism.
2. The general lack of cultural content of the brand. A clothing brand to enter the international market to become a truly international brand must have its own brand culture, so that consumers can identify, and to increase consumer loyalty. China's cashmere sweater brand is still in this phase of exploration and imitation.
3. Cashmere enterprises lack modern marketing concepts. Some enterprises, especially small ones, have weak research and development capabilities, lack product innovation value, and do not have major breakthroughs in marketing methods throughout the year, and basic management is weak.
4. The brand operation and market network have no unified planning and extensive management. There is no complete system at the customer terminal.
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