Every winter, cashmere sweaters are one of the best-selling products on the market. All kinds of 100% pure cashmere products are filled with the market, but the production of cashmere is so rare that the real 100% cashmere sweaters are overpriced. Cashmere sweaters take the opportunity to occupy the market.
Recently, a survey by the reporter found that 100% cashmere sweaters filled with more than 100 yuan in the market are basically fiber or wool blended, because an ordinary 100% pure cashmere only costs 300 yuan. Around. Although there is supervision of related departments, but the "100% pure cashmere" logo has gradually become a number of small and medium-sized cashmere companies and consumers play a digital game.
Not only that, because of the backlash of interests, the purchase of counterfeit brands such as Ordos, Luwang, etc., which flowed into the market after random branding became one of the main profit-making methods for some small cashmere companies.
True and false 100% cashmere
Cashmere is a thin layer of fine velvet that grows on the goat's outer epidermis and hides in the roots of goat's hirsuts. Due to the scarcity of production (which accounts for only 0.2% of the world's total output of animal fibers), and more importantly, its excellent quality and characteristics, it is traded. The negotiated price is also called "soft gold".
According to a set of public statistics, about 70% of the world's cashmere is produced in China, of which the Inner Mongolia Autonomous Region's production accounts for about 50% of the domestic cashmere output. Erdos, Baotou and other places are the major output markets of the autonomous region, so the above Many local people in the region rely on the cashmere industry for gaining profits or raising family life.
Traveling to Ordos to buy cashmere sweaters has also become a common practice. If you want to start a cashmere sweater at a relatively low price, the locals will recommend to go to a cashmere street in Ordos to take a look.
A short street to the west of Ordos Holding Group is a street where cashmere people are very familiar to Ordos. In addition to outsiders from Ordos, most locals in Ordos will purchase cashmere products on a cashmere street. The primary reason is that the price is cheap. .
Drive to cashmere street, looked up and saw the name of most shops are covered with cashmere, including Erdos, and the store's merchandise furnishings are basically not much different. After investigating a number of stores, the reporter found that The cashmere sweaters in the cashmere street store are priced from 200 yuan to 600 yuan, depending on the style and thickness.
"In the past few years, cashmere sweaters have been difficult to sell. If I put them on the market a few years ago, I wouldn't bargain at all. If you think the price is not suitable, someone will find it appropriate to buy it." The owner recalled that in the end, the shopkeeper stated that the cashmere sweater with a price of 380 yuan could give a wholesale price of 180 yuan.
When the reporter asked about the content of the relevant cashmere sweater, the above-mentioned shopkeeper did not hesitate to tell that the cashmere content of these cheap cashmere sweaters was only between 20% and 30%, but the reporter found that most of their logos were printed with "100 The words "% pure cashmere".
Like most of the vendors on this street, Huarong Commercial Building on the west side of this street brings together more cashmere sweaters. The price of its products is even lower than that of shops along the streets, and it is basically a wholesale business.
The reporter visited the Huarong Commercial Building on the grounds of wholesale cashmere sweaters. Most of the shops and stall owners stated that they only wholesale "white skin" (note: refer to cashmere sweater without any sign).
"We usually don't give you any trademarks or logos. All of them are "white hides" for you. The others are your own operations." A shopkeeper told reporters that the content of the cashmere sweaters he had sold The owner of the shop stated that his product can contain up to 20% cashmere, and it is the seller’s own wish to mark the “white peel†after it is sold out. “If you put it online, hang it 100%. Pure cashmere is fine, as long as you sell it and don't find it there is no problem."
According to a number of shopkeepers, the current sales channel for “white hides†is mainly the Internet. In addition to the owner’s own sales of cashmere sweaters on Taobao, many local young people also wholesale large quantities of cashmere sweaters from these shops or stalls. Sell ​​on Taobao and other platforms.
Because of the sluggish sales environment of cashmere sweaters over the past few years, merchants are very much looking forward to having more sales channels. At the same time, due to the increasingly stringent checks on cashmere products, small traders only sell “white hidesâ€. The logo for cashmere sweaters is not available.
"If you look closely on Taobao, you can see that most of the cashmere sweaters on Taobao that cost more than 100 yuan are made of 90% or even 100% pure cashmere. These clothes are basically containing cashmere. Not more than 20% of the amount, if there are cashmere sweaters may sell cashmere sweaters do not contain cashmere. "A shop owner who owns an online shop for the cashmere logo chaos also appears quite helpless," although we also Do not want to deceive consumers, but online 100% pure cashmere products flying everywhere, you hang a product containing 20% ​​cashmere online, there will be no business at home."
Not far from a street of cashmere, it is the location of Ordos Holding Group. A boutique shop in Ordos is on the first floor of Tianjiao Hotel, which belongs to the group.
The reporter strolled down the boutique and found that the cashmere sweater from Ordos brand had a price ranging from 1,000 yuan to 10,000 yuan depending on the quality of the craftsmanship and cashmere, and the 1,000 yuan cashmere sweater accounted for only a few of all the products in the store.
What is the cost of a real 100% pure cashmere sweater?
Wu Gang, general manager of the Deer Group, calculated the amount of money for the cashmere raw materials on the international market. The average price of one ton of cashmere raw materials was about 850,000 yuan, and basically an ordinary women's cashmere sweater was basically About 250 grams, plus processing fees, loss of production process, etc., only the price from the assembly line is about 300 yuan.
Before entering the circulation channels, they also need to spend various expenses such as transportation and channel promotion, so cashmere sweaters and pure cashmere on the market for more than 100 yuan are completely out of the way.
Business survival
Then, where did these merchants' supplies come from? How was the process of producing such cheap cashmere sweaters? A reporter with a question asked the small and medium-sized enterprises produced in cashmere sweaters in Ordos.
Dongxing District, Ordos City, Fuxing Cashmere Industrial Park, if not a large billboard around the enterprise, it feels like it was a quiet park. This was built in 2002 and handed over all kinds of cashmere production. The parks of enterprises are booming when they begin production. However, nowadays, some enterprises in the park have ceased to work and even leased factories as warehouses to other companies.
In 2002, Dongsheng District, Ordos City Cashmere Industrial Park through the initial investment, a number of cashmere production enterprises have a certain production and processing strength have started to settle down.
In that year, the cashmere product manufacturing company where Zhao Yuan (a pseudonym) was located became one of the first companies to settle in.
Out of confidence in the development prospects of the cashmere industry and a series of preferential policies given by the relevant departments at the beginning, after the acquisition of large blocks of land, Zhao Yuanhe’s management team has formulated the second phase or even three of the next few years. Expand the project plan.
However, what Zhao did not think of was that unexpected things emerged when the company was preparing to start the second phase of the project.
In the past few years, the real estate industry in all parts of the country was showing a hot trend. As an important means to stimulate the local economic development, various commercial real estate and residential buildings in Erdos City have risen in the past few years. Keep refreshing records.
The rapid growth of social wealth, the influx of local funds, at the peak of more than 400 real estate companies gathered in Ordos.
In Zhao Yuan’s view, the boom in the real estate industry has, to a certain extent, slowed down the development of local real economy such as cashmere in Ordos.
This is only one of the reasons, the relevant departments for the cashmere industry's continuous update plan so that small and medium-sized cashmere companies are puzzled, can not keep up with the rhythm.
Ordos is currently building Tiexi District in the urban area, and the newly-built Ordos Cashmere Industrial Park is also located in this area. It is understood that the Erdos Group Modern Cashmere Industrial Park covers an area of ​​2,791 mu and has a construction area of ​​over 500,000 square meters. 246 million yuan. Once completed, it will become the core processing zone of Ordos Cashmere Group and become the world's largest garden-style modern textile industrial park with first-class equipment and technology, energy conservation and environmental protection.
Zhao Yuan said that the original living enterprises in the Dongsheng District cashmere industrial park are currently relocating in the vicinity of the new cashmere industrial park in Ordos. The relevant departments hope that these cashmere enterprises will regroup to form a concentrated effect.
Zhao Yuan’s company paid for this is the difficult maintenance of the past few years, the delay in the middle of the time allowed companies to find a variety of ways to survive, a few years down the staff continue to shrink, the output continues to decline, although earning Not much but if you don't make a profit, there will be more.
Before the move, the company is currently relying on incoming processing to maintain its operations.
"Using our company as an example, we have basically been processing materials. We are responsible for processing the materials supplied by customers into the corresponding finished products, but I do not think that the company is obliged to test whether it produces cashmere products. It is true. There is no case of adulteration. "Zhao Yuan reluctantly stated," We made it strictly in accordance with the raw materials provided by our customers. As for how customers sell their products, how to identify them is not something we can control."
Prior to this, the Bureau of Quality Supervision in Ordos City had previously focused on the contents of false inspections, non-standard production, inconsistent standardization, signage infringement, no contract for foundry companies, and unclear flow of OEM products. The cashmere industrial park has carried out key renovations. It has listed small enterprises and small workshops that accept commissioned production and processing of cashmere products as key inspection targets, conducted a series of inspection and management actions, and also discovered relevant problems and resolved them.
Zhao Yuan’s company was also found to have these problems in the inspection, but Zhao Yuan believes that this kind of surprise inspection can effectively control the production of cashmere in the short term, but only for the intermediate production process. Supervision does not eradicate the problem in the long run, but identity is the problem.
False identification pipeline
In the winter, the Huarong merchants in Xiamen opened a thick curtain to withstand the cold temperatures of minus ten degrees, and opened the stalls in the commercial buildings that are compactly arranged with similar products.
But the most prominent one is a single room separated by the curtain and the doorway. A young man who looks younger is mastering the computer and helping a local cashmere business owner to create a cashmere logo.
"The velvet content?" The young man did not raise and continued to ask.
"Play 100% pure cashmere." The boss blurted out.
That is, after about a minute or so, after changing several sets of data on the template, several hundred sheets of cashmere shirts marked with “100% cashmere†fluttered out of the printer. The whole process did not ask the boss for related cashmere. The proof of the product's cashmere or quality, and the owner who came to print the badge obviously did not show the relevant certification or certificate.
In fact, the signage of goods sold by some of the small cashmere sweater stalls in the Huarong Commercial Building where the reporter had previously visited was completed in the hands of the young man. Most of the signs on the signage were marked with "100% cashmere content". .
The young man told reporters that although he only listened to the customer's request to print, but only the logo does not imitate Ordos and other brands, as marked on the label of "100% pure cashmere" is consistent with the company's products are not their own responsibility.
As a result, one "100% pure cashmere" label degenerates into a digital game between the cashmere company and consumers.
Huarong Traders' booth in Xiamen is just a microcosm of the industry chaos. The cheap cashmere sweaters sold by these people are also hopefully peddled with 100% pure cashmere.
Wu Gang told reporters that at present, the company has set up an anti-counterfeiting department, and the cost spent on counterfeiting rights is as high as more than three million. "The company's brand value is being constantly overdrawn by these fraudulent small companies."
Even so, each year there will be batches of fake logos mimicking Luquan's entire set of trademarks circulated across the country. Wu Gang’s helplessness indicates that this is hard to prevent. “It is only through the company’s own crackdown that there is little effect, and the relevant functional departments should be associated with the company. The implementation of a strict penalty mechanism can effectively eliminate the phenomenon of confusion in the current market."
In Cashmere Street, another sign of confusion also occurred in the industry giant Ordos.
Cashmere on the street, there are three stores related to Erdos, one shop is the Ordos factory shop, one is called Erdos Aoqun, and the other is called Ordos.
The reporter walked into the shop called Erdos. The LOGO of Ordos was prominently displayed on the containers of the full house, but it is worth noting that some of the cashmere sweaters sold in the shop did not have the logo of Erdos or It is a LOGO, and some cashmere sweaters use the brand name of "Unders" or "Erdes". At the same time, the price of these cashmere sweaters is half or even lower than that of Ordos counters.
What is the relationship between these cashmere sweaters and Ordos?
The sales staff in the shop told the reporter that because the price of the products sold in the store is much lower than that of the Ordos stores, in order to establish the brand image of Ordos' high price, the discounted products will be detached from the label or put on and pronounced Erdos. Similar brands.
Although the signs do not show traces of Erdos, but the clerk has been through the name of the manufacturer on the label, emphasizing that they are selling authentic discount cashmere sweater produced in Ordos. If you buy for yourself or your family, here's the product cost performance Very high, if you want to give it, please suggest that you go to Ordos to buy it."
It is worth noting that the reporter tried on the same style of cashmere sweater without the Ordos logo, but the feeling after the upper body was quite different. The clerk reflected that this was caused only by the length of the washing time.
In response to this situation, there are industry companies that show that companies have discount stores to sell in the off-season or that there is nothing wrong with the backlog. However, just to maintain a high-priced image, while cutting or rebranding, consumers will be given doubts. May also make counterfeiters organic.
Cashmere Industry Breakout
All the chaos highlights the current status of the development of China's cashmere industry, this status quo and the current cashmere resources are incommensurable.
Data show that in 2012 Inner Mongolia Autonomous Region, the original cashmere production 7642 tons, accounting for about 50% of the country's original cashmere production; cashmere industry employees about 70,000 people, about 150 cashmere products processing enterprises above the scale, to achieve an industrial added value of 6 billion yuan; 11.15 million cashmere sweaters and more than 40 million cashmere scarves were produced, ranking first in the country. However, at the same time, weak corporate branding, weak corporate innovation capabilities, and increasingly fierce market competition also contributed to counterfeit pure cashmere products to some extent. The number is increasing.
On August 1, 2013, the "Opinions of the People's Government of the Inner Mongolia Autonomous Region on Revitalizing the Cashmere Industry" was officially issued by the People's Government of Inner Mongolia Autonomous Region in the form of government documents.
The meeting held that in order to revitalize the cashmere industry in Inner Mongolia as soon as possible and reverse the passive situation in the development of the cashmere industry, promote the restructuring and optimization of the cashmere industry, and continue to maintain its leading position in the country, we must further strengthen the policy guidance on the cashmere industry and increase financial support. , do a good job of policy implementation, and promote the sustained and healthy development of Inner Mongolia cashmere industry.
According to Guo Jian, director of the Ministry of Agriculture and Animal Husbandry of the autonomous region, in order to revitalize the cashmere industry, the autonomous region’s government will contribute 50 million yuan in special funds, focusing on the implementation of the construction of the goat seed preservation project and support of leading enterprises for brand building. The cashmere product processing industry in the region has achieved double the value of industrial added value on the existing basis, reaching more than 12 billion yuan; the proportion of cashmere products has increased by 20 percentage points to more than 60%.
"These policies are all good, but when they are actually implemented, they don't know when they will be." Zhao Yuan looked at the red-headed documents on the table.
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