Industry Breakthrough: Mi-huang Cashmere "Colorful Strategy" Breaks

Nude colors, white powder, blue, yellow, green lotus and other popular colors shine, you absolutely do not think this is a cashmere clothing conference. A few days ago in Beijing 2010 China International Fashion Week spring and summer series, Mihuang cashmere works completely out of the cashmere products "single", "gray" color and design constraints, for the first time to design and fashion image shows the concept of advanced cashmere fashion. Miaohuang cashmere has been pushing the "colorful strategy" to win the full color of the people in the industry, the fashion industry, but also for the development of the cashmere industry has shown a new idea, made a new exploration, is expected to cause a strong industry earthquake.

A colorful strategy took the lead

In recent years, the cashmere industry has encountered difficulties in development. The “single” situation of single varieties, monotonous colors, single seasons, and single channels has become a fatal “bottleneck” that has plagued the development of the cashmere industry. The value of “soft gold” has not been truly reflected. , It has always restricted the proportion and status of the cashmere segment in China's garment industry. This status has been sustained and has not been substantially improved.

Industry veterans believe that if brands want to break through, they must break the "single" status of the industry. The imperial cashmere strategy has attracted widespread attention from the industry. Mi-Fong, the leading brand in the Southern School of Cashmere Segments, focused on the industry's current problems of single season, single category, single channel, lack of terminal culture, etc., and boldly broke down the limitations of the industry. From 2008, it began to cover a variety of strategies in terms of products, channels, and marketing. ". Taking multi-season, multi-category and multi-channel as the core, we changed the structure of single products, fashioned with fashion colors, and opposed products with the rise of design, thereby breaking the bottleneck of market capacity. The first breakthrough in the realization of cashmere pattern brand and is expected to form a leading effect, and drive the industry to change the status quo.

Reporters learned through on-site interviews that Mihuang Cashmere’s colorful strategy has achieved remarkable results in the past two years, achieving steady growth of 20% to 30% in sales for 6 consecutive years. In 2008, Mihuang has established more than 380 stores in more than 20 provinces across the country. The rapid penetration of sales outlets into second- and third-tier cities led to a rapid increase in sales. The financial crisis continues to grow steadily in 2009, and the sales network will be expanded to more than 500 companies. Wu Jinhai, chairman of the board, said: "We must develop steadily and take a step-by-step approach. Now, we are trying to do the things right now. Making the best is the most important thing."

Second, star designer strategy, the rise of design

Advanced fashion clothing design concepts and techniques were first applied to cashmere fabrics as one of the highlights of this year's Beijing Fashion Week. The introduction of internationally renowned designers, launched the "star designer strategy", the introduction of domestic and foreign professional design agencies, with a strong R & D team, for the cashmere products into fashion, vitality, shaping "the first brand of fashion cashmere" is the meter King Cashmere is another strategic move to seek industry breakthroughs in the past two years.

Emphasizing the concept of fashion and fashion, through the synchronization with the international fashion design, breaking through the traditional concept of consumption, changing consumer cashmere apparel aging consumer impression, Mihuang cashmere design concept will be the practicality of cashmere and artistic unity, so that Cashmere apparel formally enters into the daily fashion field from the traditional warm-keeping functional apparel, thus being at the cutting edge of fashion at the same time as the high-end garment women's wear, forging “cashmere fashion”. At the ordering meeting held in June this year, cashmere fashion was supported by distributors at the time it was launched, and the order volume increased by more than 20% from the same quarter last year.

"The name Mi Huang is very interesting." The chairman of the company Wu Jinhai explained: "In English, 'cashmere' is the meaning of cashmere wool fabric, cashmere. Take one of the words 'm'; China is the best. It is a step-by-step approach that is solid, and in which color and design are the two directions that Mi Huang strived to break through.”

Throughout these years of development, the name "Mi Huang" may be just right. The company was established in 2001 and started trial production in 2002. It officially went to the market in 2003. In 2004, it won the title of Beijing's top ten best-selling clothing brands for five consecutive years. In 2005, it established a national marketing network. In 2006, it was awarded China's well-known trademarks and national inspection-free products. With national honors, we have successfully entered the national strong brand camp. We took the lead in the industry in implementing a colorful strategy in 2008. In 2009, we established the “China Cashmere Color R&D Base” with the China Fashion Color Association. The “Mi Huang” brand of “China Fashion Cashmere Leading Brand” is changing China's cashmere industry pattern with its own rise.

Authoritative sources believe that the performance of Mihuang cashmere in China's international fashion week has caused boring industries to encounter “warm currents” in the winter. Behind this exhibition of cashmere works, the "multicolor strategy" of Mihuang Cashmere has already begun to take effect. The multi-colored strategy not only expanded the brand-new thinking for the development of Mihuang but also for domestic cashmere brands, providing a reference direction and worth cashmere. Industry reference has unique value and influence on the development of China's garment industry