"The world cashmere looks at China, China cashmere sees the river." This was the strongest voice of Qinghe to the cashmere industry. Behind the scenery, there are vicissitudes of life, the disorder of the market, the unfair treatment of policies, and the lack of brand once restricted the progress of Qinghe Cashmere, but the unrelenting Qinghe Cashmere is not afraid of difficulties, in the transformation and upgrading, to seize the high-end The road has been firm and firm. After more than 30 years of transformation, Qinghe Cashmere has already advanced rapidly from the low end to the high end, and has seized the forefront of the industry with unstoppable momentum. This year's Qinghe International Cashmere Fair, Qinghe has clearly put forward the theme of “leading, integrating and breaking throughâ€, and this theme, in a certain sense, also fits the “road map†that Qinghe Cashmere has been close to the high end.
Leading - the gorgeous turn of technology
Cashmere raw materials are the basis of industrial development. Qinghe cashmere industry is famous in the industry for its raw materials. The processing capacity of cashmere has been maintained at more than 50% of the national total. For the purpose of ensuring the quality of raw materials, Qinghe is working hard to improve the combing skills. They used the unique combing technology that they mastered to successfully sort out the “fine cashmere†with a coarseness ratio of less than 1 in 10,000 and a miscellaneous rate of less than 2/10,000. The standard of this cashmere is much higher than the national standard. The products not only supply well-known domestic cashmere brand enterprises, but also sell well in the international market. They have become the perennial suppliers of international famous brands such as Lauro Piana of France and Bill Fibre of France. In 2012, the total foreign trade volume of Qinghe County cashmere industry reached 630 million US dollars, accounting for 29.6% of the total domestic cashmere industry exports. Among them, the sales of cashmere, cashmere and cashmere sweaters accounted for 42%, 33% and 16% of the international market respectively. At the end of December, Qinghe County was listed as “the cashmere foreign trade transformation and upgrading demonstration base†by the Ministry of Commerce.
The Qinghe County Party Committee and the County Government cooperated with the State Administration of Quality Supervision, Inspection and Quarantine to invest in the establishment of the National Cashmere Product Quality Inspection Center in Qinghe. The center is a national-level statutory inspection agency specializing in the quality inspection of cashmere products in China. It has the right to issue fair data to the society. The inspection report issued by a third-party impartial authority testing organization can be recognized in many countries. In order to further consolidate the raw material base, in 2011, Qinghe cooperated with the China Animal Product Distribution Association to jointly launch the “Qinghe Cashmere Price Indexâ€, which enabled Qinghe Cashmere to officially enter the price index era, while the Cashmere (International) Trading Center successfully operated and cashmere ( Hongye) will soon be listed on the Bohai Commodity Exchange, so that the traditional trading mode of cashmere raw materials has been completely broken.
Transformation and upgrading is the focus of the development of the Qinghe cashmere industry. After several years of rapid development, the county's cashmere and woollen spinning equipment has reached more than 110. Most of the spinning equipment is Italy's sixth-generation BIGAGLI spinning machine. The cashmere yarn is not only dry, but also has a clear texture. Anti-pilling performance is significantly higher than other similar products. At present, Qinghe County's annual spinning cashmere yarn reaches 7,000 tons, becoming the country's largest cashmere spinning base, and the variety of yarn varieties is further improved: from 28 up and down woollen Yarn to 200 worsted yarns, from high-grade pure cashmere yarns to 80/20 anti-pilling yarns, "finished yarns", and velvet, velvet, camel hair Other animal fiber yarns such as rabbit velvet can be produced. Not only the variety is complete, but also the color is numerous. The “worsted high-count cashmere yarn†and “drilling shawl†which fill the blank of the country have also come out one after another. Qinghe has become the most important in the country. Wool production and distribution base.
Convergence - the road to expansion of sales channels
In the Taobao product column, enter cashmere, almost all of the first few pages are Qinghe dealers, such as Kumeijiao, Pamir, Jingweisi and other online brands have become the cashmere brand that consumers are relishing and creating. Out of a sales miracle. In recent years, Qinghe Cashmere Enterprise has seized the opportunity of rapid development of e-commerce and vigorously expanded its online sales channels. At present, the Qinghe cashmere business operators have more than 5,000 online shops through self-built platforms and third-party platforms, employing more than 50,000 people and annual sales of 1 billion yuan. It has become the country's largest cashmere product network sales base. Among them, the sales volume of cashmere yarn products accounted for 74% of the total sales of Taobao, and the “Taobao Village†which is influential in the country, such as Donggaozhuang Village, emerged.
While the online market is developing rapidly, the physical market of Qinghe has also grown rapidly. In 2008, Qinghe successfully operated the first professional cashmere product market in China, ending the development dilemma of “there is no market in Qinghe cashmere industryâ€, and the domestic sales channel was rapidly expanded. The current annual sales of Qinghe cashmere products market has exceeded 1 billion yuan. There are more than 400 enterprises and merchants, and the radiation area covers more than 20 provinces, municipalities and autonomous regions such as North China, Northeast China and East China. In order to accelerate the gathering of e-commerce and the incubation of enterprises, the second phase of Qinghe Cashmere Products Market – the e-commerce startup park with a total construction area of ​​220,000 square meters has completed the preliminary procedures of project planning and design, environmental assessment, etc. The completion of the park will further accelerate the application and development of e-commerce for cashmere enterprises while improving market functions.
The concept of “channel is king†has also been embedded in the business philosophy of various cashmere companies. In accordance with the development policy of “internet and offline interaction, tangible and intangible complementarityâ€, Qinghe vigorously exerts the principle of walking on two legs, actively cultivates and develops the physical market and the emerging network market, and the expansion and integration of channels makes Qinghe successfully resist. The adverse effects of the world economic crisis and the European debt crisis have enabled the healthy and sustainable development of the industry. In 2012, the county added more than 800 sets of computerized flat knitting machines. The annual production of various types of cashmere products exceeded 9 million pieces, which has become the fastest growing period of automatic knitting equipment in recent years. Most of the new computerized flat knitting machines are for network operators. goods. The integration has enabled Qinghe's sales channels to expand rapidly and integrate, so that the international cashmere apparel fashion information gathers, produces and transmits here, so that Qinghe enjoys the right to speak in a unique world, so that she is still worthy of the "Qinghe Cashmere World" Reputation.
Breakthrough - Shengshihuazhang of brand promotion
The lack of brand was once the shortcoming of the Qinghe cashmere industry is also the pain of development, and today, this situation is changing. In addition to Zhaojun, Pipi Dog, two well-known cashmere brands created by Qinghe people in the field, Qinghe is growing up a new generation of its own brands, Hongye, Yishang, Huajia, Lundyland, Béron, A new generation of brands such as Cool Meijiao and Pamir are rapidly emerging, and the Qinghe Cashmere Industry is making great strides on the road of branding.
In order to further enhance the original level of the brand, Qinghe has increased cooperation with relevant institutions and design and development institutions. In 2012, Qinghe cooperated with the Fine Arts College of Tsinghua University to jointly establish the “Qinghe Prajna Cashmere Design Studio†to develop and design cashmere products with rich Chu culture for Qinghe Cashmere Enterprise, and achieved great success.
This year, Qinghe will cooperate with China Fashion Color Association to jointly launch the construction of China's cashmere color base and the release of China's cashmere fashion color trend. In the future, Qinghe Cashmere will be a high-end industry in which brand building and design and development go hand in hand, technological innovation and fashion lead the common development. With this as the core, Qinghe Cashmere will begin to expand from quantity to quality and achieve a substantial breakthrough. And it is making great strides towards the high-end clothing field with individualization, fashion and diversification.
Seeking change, making Qinghe cashmere more and more "fashionable", more and more "good-looking", and more and more "resistant". With the breakthroughs of the times, the Qinghe cashmere industry has realized the transformation and leap from the "China Cashmere Capital" to the "China Cashmere Textile City".
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