Cashmere is a thin layer of fine velvet that covers the roots of goat's shaggy hair. Due to the scarcity of production and good quality, it is called "soft gold" in the transaction.
According to the data, about 70% of the world's cashmere is produced in China, of which Inner Mongolia's production accounts for about 50% of domestic cashmere production. Ordos, Baotou and other places are the major output cities in the autonomous region, and many companies and individuals have relied on cashmere. Industry profits. "Soft Gold" once let Baotou people feel the value of their expansion, but also experience the desolation when falling into the bottom.
"Let's not be a big brother for many years." Using such a ridiculous word to describe today's cashmere industry, behind it contains not only helplessness, but also a kind of attachment when looking back.
The amount of "soft gold"
"In the 80s of the last century, cashmere was the most profitable business. When you bought a stall, many people became rich." One businessman who once participated in the 1988 "Cashmere Wars" recalled. In that era when there was not much opportunity, cashmere was a quick way to get rich quickly. For a time, there was courage in the cashmere industry, and there were some people who had lost everything.
And with the "Cashmere Wars" ups and downs, as well as the city's deer king, goat king, Fang Park, Sai Li Teer and other cashmere brands. In particular, the king of deer cashmere was very popular at the time.
The Inner Mongolia Luwang Cashmere (Group) Co., Ltd. was born in the 80s of last century when there was no Chinese brand in the international cashmere market. It grew up in the late 1980s and early 1990s and took off in the late 1990s. The group has developed into a world-class cashmere processing enterprise with a total of 1.7 billion yuan in total assets, 1.5 billion yuan in sales revenue and a foreign exchange earning capacity of hundreds of millions of US dollars. In 1999, Luwang was recognized as a well-known trademark in China by the Trademark Office of the State Administration of Industry and Commerce.
Cheng Caixia, who graduated from the textile specialty of Northwest Engineering University, entered the Deer King Company in the era of Fengyunjihui. According to her and her unit counterparts, once glorious like a movie is still in sight. “When you first mentioned the deer, everyone would have a sense of pride.â€
At that time, “soft gold†means reputation and accumulated wealth for enterprises; it means good benefits and benefits for employees; and it means influence in the industry for cities. Honor light.
"The Mongolian language of Baotou is 'a place where there are deers', and the Deer Group logo is a realistic 'Lutou' that expresses a distinct local complex." A media person also clearly remembers that in the 1990s The deer king of the deer is the focus of attention of the local media.
At that time, Baotou City Cashmere Products Co., Ltd. followed suit in Baotou Cashmere Industry. The company relied on the Baotou Cotton Spinning Plant established in 1958, officially opened the production and weaving of advanced cashmere products in 1990, and accumulated a profound production technology foundation.
In 1992, Baotou Fuhua Cashmere Sweater Co., Ltd. entered the industry, and its “Goat King†cashmere products also became well-known local brands. The products are exported to Europe, America, Japan and Southeast Asia.
In rare earth high-tech zones, there are also Baotou Fangyuan Cashmere Products Co., Ltd., Baotou Changrong Knitting Co., Ltd., Inner Mongolia Haiye Cashmere Products Co., Ltd., Baotou Sahan Cashmere Co., Ltd. and other companies. The processing system of cashmere industry in our city has been increasingly perfected, the production and processing capacity has been gradually enhanced, and the cashmere industry is also very popular.
“Cashmere represented warmth and quality at that time, and people particularly admired cashmere products. I remember that when the wages were only more than 200 yuan, I saved money and bought a 500 yuan cashmere sweater. I was usually reluctant to wear it and was very cherished. "The public Liu Xiuzhen recalled.
Fade out of the public view
Like the turbulent rare earth industry, the cashmere industry has experienced several ups and downs.
After the outbreak of the second cashmere war in 1995, the repeated construction of the cashmere industry continued to escalate into the stage of overcapacity. Afterwards, affected by the weakness of the international market, some enterprises took the lead since 1997, and cashmere wars broke out again. The difference from the previous two wars is that this war has shifted from competing for raw materials to competing for the finished product market. By 1998, the price of cashmere sweater fell from 18 cents per gram to about 9 cents per gram, and the price of raw cashmere fell to 80-100 yuan per kilogram.
In 2000, velvet prices hit a record high of 530 yuan per kilogram due to the inertia of the market and excessive domestic speculation. In 2001, the cashmere bubble burst, raw material prices fell to 160 yuan per kilogram, industrial development fell into a slump.
With the ups and downs of the domestic cashmere industry, the Deer King is also experiencing turmoil in the front row. Coupled with the repeated twists and turns brought about by subsequent restructuring, the development of the company is not smooth.
From 2000 onwards, the King of Deer once fell out of the eyes of people. Cheng Caixia, who has worked for many years in the company, said that with the ups and downs of the cashmere industry, they have experienced glory and have experienced bumps, but they have never given up their commitment to this industry.
Today, when the blame is on quietness, the "soft underbelly" in the development of the industry has also been profoundly introspected by entrepreneurs.
The reporter learned that the products of several cashmere enterprises in the city are mostly exported to Europe, America, Japan and Southeast Asia, and are tagged with other brands and entered high-end shopping malls. "A high-quality Italian cashmere sweater bought abroad may be produced by Baotou, but the price has been at least 10 times higher because it has been affixed to someone else's trademark." An industry source revealed that such an encounter is even the most common in Baotou. The king of deer with brand influence is also not spared.
According to public information, more than 70% of Luwang's cashmere fabrics are exported to the United States, European Union, Japan, and other international markets, and they have a 20-30% share in the above market, but almost all of them are OEM exports.
“Our cashmere products have warmed the world, but no one knows that it comes from Baotou.†An industry source said sadly that OEM has become a fatal injury to our development of the cashmere industry.
The data shows that the world's major production center for cashmere products, Inner Mongolia produces 11.55 million cashmere sweaters and more than 40 million cashmere scarves, ranking first in the country. It has 60 brands including Ordos, Luwang, Weixin and Zhaojun. . While most cashmere companies in the region are guarding “soft goldâ€, they have to act as processing plants all over the world. At the same time, as companies compete to compete for foreign markets, causing "soft gold" to sell "cabbage prices", the development of the industry is subject to control.
From the source, the development of the city's cashmere industry has also gone through a detour, including the introduction of Liaoning Gai County goats and local goat breeds improved, resulting in thicker cashmere, quality problems, affecting product quality. At the same time, the lack of processing technology and style design also restricted the development of the industry.
In recent years, due to the impact of the international economic situation, the general development of cashmere companies that rely on export sales has been hindered. Most enterprises have insufficient orders, the operating rate has dropped, and profits have fallen. In a recent visit, the reporter found that Evergreen has leased factories, and Fuhua, Haiye, Fangyuan and other companies have reduced their orders compared to previous years. Most operating rates are less than one-third. Almost half of brand stores like the goat king are Remove the cabinet and close it.
“When there was a good development, there were more than 1,000 light workers such as Haiye Cashmere, but now there are only about 300 people.†An insider told reporters that due to the industry's loss of attraction, they hardly recruit young people. People, most workers are around the age of 40, and the industrial team is facing no one's success. In order to retain people, companies must continue to raise their wages, leading to higher costs of cashmere companies. “In the past 10 years, the number of people has gone up by 5 times. The selling price of the product has dropped by 25-30%. The profit of a scarf is only 10 RMB. What do you think of this trade? The only firm is the firm.â€
There was a very loud saying in the past: "The world cashmere looks at China, China cashmere looks at Inner Mongolia." Today, the status quo in Baotou may also be a microcosm of the development of Inner Mongolia cashmere industry.
In recent years, due to factors such as overcapacity, irrational industrial structure, weak innovation capacity, and fierce domestic and international market competition, the competitive advantages of Inner Mongolia cashmere industry are being impacted and challenged.
In the interview, the cashmere industry, without exception, will refer to the cashmere industry in Ningxia. Under the same development environment, this little-known cashmere trafficking company has developed into a listed company in the entire industry chain in the past 20 years. In the past two years, the export of cashmere yarn and cashmere sweaters climbed to the top of the country and led to the rapid development of the local Lingwu cashmere industry. Rise.
Industry sources told the reporter that local production of native cashmere in Ningxia is less than 200 tons. The company is relying on a acquisition network woven around the world. Its sights are on raw material production sites in Inner Mongolia, Xinjiang, and other countries. A considerable portion of the company’s core technical staff has been “digging†from the Deer Group.
Even under the situation of increasing downward pressure on the economy this year, the pace of development of the Bank of China's cashmere industry is still tight.
“This time, the Chinese bank’s purchasers came back to cashmere in Inner Mongolia. The price per ton was around 800,000, which was given as cash.†An insider said that at present, the annual purchasing volume of China's cashmere industry accounts for nearly 40 percent of the country's total. %.
"Call back" advantageous industries
The “soft gold†of cashmere, which once played very well in the hands of the Inner Mongolian people, was inadvertently deserted for many years. Today, the urgency of development reminds us of this once proud industry, and the opportunity seems to be once again in front of us.
On August 1, 2013, the government of the Inner Mongolia Autonomous Region issued the “Opinions on Revitalizing the Cashmere Industry†No. 74 document, explicitly proposing the use of well-known trademarks, such as Ordos, Luwang, Dongda Mongolia, Weixin, etc., on the basis of 5-8. Years of concentrated support to create more than 2 international brands. Each year, the autonomous region will also arrange 60 million yuan to increase the protection of the rams and basic ewes core groups, support the construction of sheep breeding sites, artificial insemination sites, production performance measurement sites, and promote the application of new velvet technologies. In particular, technological innovation enterprises should provide subsidies in accordance with 30% of the input of scientific research funds, with a maximum of no more than 2 million yuan; subsidies for loan subsidies for technological transformation of enterprises, and the maximum amount of discounts for individual projects should not exceed 2 million yuan.
There were pacesetters before and after. Luwang, a nationally renowned brand, saw the opportunities while also realizing the severe challenges. According to Zhu Mengming, the company's director, the development of the cashmere industry has been a stalemate in recent years. Guan Jian said that “companies have not kept up with the times and studied and worked out the best way and development strategy for Luwang’s business developmentâ€.
“As a cashmere enterprise, we have to realize that Luwang is standing at a new starting point and needs to rebuild our industry and brand.†Zhu Mengming told reporters that the demand for cashmere by the general public is not just to keep warm but to demand fashion. Comfort and brand connotation, which requires companies to carry out innovative innovation in product R & D design. He said that in the future, Deer King will increase scientific research investment, introduce professional R&D design and marketing talents, and place domestic design centers in Beijing or Shanghai. At the same time, it has established an international R&D design and marketing center in Europe to enhance R&D, design and marketing capabilities and levels of independent brands, increase market guidance capabilities, and realize a comprehensive transformation and upgrading of the cashmere industry. Through 2-3 years of hard work, it will recreate the brand's brilliance.
“In the past 30 years, only the Deer King has been able to focus on the cashmere industry in Inner Mongolia.†Zhu Mengming said that the 30-year insistence also shows a determination and confidence. This year, the company will launch a new brand of deer markings to improve product quality. “We should be able to see new products from Deer in the next quarter.â€
Although it is difficult to walk, the development of independent brands is undoubtedly the industry's survival.
On August 22 of this year, the "National Industrial Design Center" award ceremony of the Ministry of Industry and Information Technology was held in Luwang Company. Of the 26 award-winning companies in the country, the only one in the northwest region is the Deer King, which indicates that the Deer King is moving away from the whirlpool of traditional manufacturing and leading the cashmere industry towards the “Design and Creative Apparel†industry.
In the rare earth high-tech zone textile park, Celite company is also planning a new development.
On October 8th, Celitel announced that its Alibaba flagship store, which is a domestic online sales channel, is officially operating. The main business is the wholesale and distribution of cashmere yarns, cashmere sweaters, cashmere underwear, cashmere shawls and other products. As a professional cashmere manufacturer in China, Celeste will take advantage of its complete production chain of combing, spinning, weaving, printing and dyeing, and expand its market through online and offline channels. At the same time, more efforts will be made to build its own brand.
According to Chai Zhuangwei, vice president of Inner Mongolia Celitel Investment (Group) Co., Ltd., he will promote the competitiveness of the company through marketing innovation and idea innovation, adhere to the trend of fashion and internationalization, and strive to become a benchmarking company for high-end cashmere weaving.
In terms of industrial development, Cheng Pengfei, the head of Saitel Cashmere Company, believes that in the future, industrial development must guide enterprises to enter the park, integrate superior resources, and develop in a unified manner. In his opinion, if cashmere companies can unite and control raw materials and stabilize prices from the source, the pattern of cashmere industry will certainly change, and the spring of Inner Mongolia cashmere industry will really come.
The reporter learned that due to the implementation of enclosure and grazing in recent years, the number of cashmere goats in our city has decreased significantly. As of the end of April this year, the city's population reached 1 million, and it is expected to produce about 400 tons of raw cashmere per year.
According to the relevant person in charge of the Agricultural Industrialization Division of the Ministry of Agriculture and Animal Husbandry, at present, the city’s selection and breeding of high-quality goat breeders is underway. The collection and storage of 1,000 tons of cashmere has been fully carried out, and the city is seizing the opportunity. Gain first place in the development of the industry.
On October 17, the city's cashmere enterprises gathered to hold the first preparatory meeting. The establishment of the cashmere association is in full swing.
The second departure of the cashmere industry seems to be on the verge.
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