"Pure cashmere" play number games?

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 output of cashmere is so thin that the price of real 100% cashmere sweaters is high, and the price is low. 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. about. Although the 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 famous brands such as Ordos and Luwang, which have flown into the market after random labeling, has become one of the major profit-making methods for 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. Because of the sparse yield (which accounts for only 0.2% of the world's total animal fiber output), and more importantly, its excellent quality and characteristics, it is traded. The Chinese-German 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. Ordos, 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 profit or to support their families.

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 west of the Ordos holding group is a cashmere street that Ordos people are very familiar with. In addition to outsiders from Ordos, most Ordos locals will purchase cashmere products on cashmere streets. The primary reason is that the prices are cheap.

Drive to cashmere street, look up and see most of the names of shops and cashmere, including Erdos detached, and store furnishings are basically not much difference. After inspecting a number of stores, the reporter found that the cashmere sweaters in the cashmere street store had a price ranging from 200 yuan to 600 yuan, depending on the style and thickness.

"In the past few years, cashmere sweaters have not been sold. If I put them a few years ago, I wouldn't bargain at all. If you think that prices are not suitable, people who think they are suitable will buy them." 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 shyly inform 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”. % pure cashmere.

Like most traders on this street, the 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 Huarong Commercial Building on the grounds of wholesale cashmere sweaters. Most of the shops and stall owners stated that they only wholesale “white hides” (Note: refer to cashmere sweaters without any indication).

"We don't usually give you any trademarks or logos. All of them are 'white' to you. The rest is your own operation." A storekeeper told reporters that the amount of cashmere sweaters it was selling The owner of the shop stated that his product can contain up to 20% of cashmere, and it is the seller’s own wish to mark the “white” after it is sold out. "If you sell on the Internet, it's okay to hang 100% pure cashmere. It doesn't matter if you sell it and don't find it."

According to a number of shopkeepers, the current sales channel for “white hides” is mainly the Internet. In addition to the owner’s own shop selling 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 in recent years, merchants are very much looking forward to more sales channels. At the same time, due to the increasingly stringent inspections of cashmere products, small traders are only selling “white hides” and they are unable to provide the logo for cashmere sweaters.

"If you look closely on Taobao, you can find that most of the cashmere sweaters on Taobao that cost more than 100 yuan are 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 are flying all over the place. You hang a product with 20% cashmere on the Internet, there will be no business at all."

Not far from a street of cashmere, is the location of Ordos Holding Group, a boutique store in Ordos is on the first floor of the Group’s Tianjiao Grand Hotel.

The reporter strolled down the boutique and found that the cashmere sweaters of the Ordos brand ranged from more than 1,000 yuan to more than 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 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 costs, 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 reach.

Business survival

So where do these merchants come from? What is the process by which these companies produce such cheap cashmere sweaters? The reporter with a question asked the small and medium-sized enterprises made in cashmere sweaters in Ordos.

Dongxing District, Ordos City, Fuxing Cashmere Industrial Park, if not a large billboard around the company, it feels like a general silence into a park. The park, once built in 2002 and handed to various types of cashmere manufacturers, began to flourish at the beginning of production. However, some enterprises in the park have stopped work and even leased factories as warehouses to other companies.

In 2002, Dongsheng District, Ordos City Cashmere Industrial Park through the initial investment, a group of cashmere production enterprises have a certain strength of production and processing began to settle down.

It was in that year that 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 a large piece of land, Zhao Yuanhe’s management has formulated the second phase or even three of the next few years. The plan for the expansion of the project.

However, what Zhao did not think of was that unexpected things happened 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. Constantly refreshed 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.

According to Zhao Yuan, 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 for 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. 24.61 billion yuan. After completion, it will become the core processing zone of Ordos Cashmere Group, and it will become the world's largest garden-style modern textile industrial park with first-class equipment technology and energy conservation and environmental protection.

Zhao Yuan stated that the original relocated enterprises in Dongsheng District Cashmere Industrial Park are currently in the vicinity of the new cashmere industrial park in Ordos. The relevant departments hope that these cashmere enterprises will regroup to form a centralized effect.

Zhao Yuan’s company paid for this is the difficult maintenance in the past few years, the middle of the delay in the past few years so that companies have 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 you will get more.

Before the move, the company is currently relying on incoming processing to maintain its operations.

“Using our company as an example, basically the material processing has been the main task. We are responsible for processing the materials provided by customers into corresponding finished products. However, I do not think the company is obliged to test whether the cashmere products are produced. 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. Small enterprises and small workshops that accept commissioned production and processing of cashmere products have been listed as key inspection targets. A series of inspection and management actions have been carried out, and related problems have also been discovered and resolved.

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, and identity is the problem.

False identification pipeline

In the winter, Huarong Merchants Xiamen has installed thick curtains to withstand the cold temperatures that are as low as minus ten degrees, and has opened curtains in commercial buildings that are compactly lined with similarities and types of cashmere products.

But the most prominent one is a single room separated by the curtain and the doorway booth. A seemingly young guy is masterfully manipulating the computer and helping a local cashmere owner to create a cashmere logo.

"The amount of cashmere?" The young man did not raise his head and continued to ask.

"Play 100% pure cashmere." The boss blurted out.

That is, after 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 velvet content or quality, and the boss who came to print the badge obviously did not show the relevant certification or certificate.

As a matter of fact, the signs of goods sold by some small cashmere sweater stallholders in the Huarong Commercial Building where the reporter had previously visited were all completed in the hands of the young man. Most of the signs on the signage were marked with “100% cashmere”. .

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 cashmere companies 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 peddling 100% pure cashmere for small profits.

Wu Gang told reporters that at present, the company has set up a fraud department, and the cost spent on counterfeiting rights is as high as more than three million each year. "The company's brand value is constantly being 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 anti-counterfeit measures that there is very little to be achieved, and related functional departments should be associated with the company. The implementation of a strict penalty mechanism can effectively eliminate the phenomenon of confusion on the current market."

In Cashmere Street, another sign of confusion has 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, 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 the Ordos counters.

What is the relationship between these cashmere sweaters and Ordos?

The sales staff in the store 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 that has always been high, the discounted products will be detached from the labels or put on and pronounced Erdos. Similar brand.

Although there are no traces of Ordos on the logo, the clerk has always passed the name of the manufacturer on the label, emphasizing that they are selling genuine discounted cashmere sweaters produced by Ordos. “If you buy it for yourself or your family, the cost of the product here is very high. If you want to give it away, you are advised to go to Ordos to buy it.”

It is worth noting that reporters tried on cashmere sweaters of the same style without the Erdos logo. The feeling after the upper body was different. The clerk reflected that this was caused only by the length of the washing time.

In view of 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 backlogs. However, just to maintain the image of high prices, cutting or rebranding will bring doubts to consumers. It may also allow counterfeiters to take advantage of it.

Cashmere Industry Breakout

All the chaos highlights the current status of the development of China's cashmere industry, and this status quo and the current cashmere resources are out of tune.

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 processing enterprises above the scale, to achieve an industrial added value of 6 billion yuan; There are 11.55 million cashmere sweaters and more than 40 million cashmere scarves, ranking first in the country. At the same time, however, the number of counterfeit pure cashmere products continues to increase due to weak corporate brand building, weak corporate innovation capabilities, and increasingly fierce market competition.

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 believed that in order to revitalize the cashmere industry in Inner Mongolia as soon as possible, reverse the passive situation in the development of the cashmere industry, promote the structural adjustment 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. We will do a good job of implementing policies to 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 "seed preservation" projects for cashmere goats and support of leading enterprises for brand building. It is expected that by 2020, the industrial value added of the cashmere products processing industry above the designated size will have doubled to more than 12 billion yuan on the existing basis, and the proportion of cashmere products will increase by 20 percentage points to more than 60%.

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