Ordos: Change from traditional cashmere clothing to spring and summer wear

The Ordos brand has more than 3,000 individual stores in China, and it is widely distributed in the prefecture-level cities in the south and county-level cities in the north. Due to the cold climate, the northern region has a lot of awareness and acceptance of cashmere products. The marketing goal is: the compound growth of 20% in the future, both the company's own shops, rental stores, and hypermarket rental counters. It is planned to continue investing in 3-5 years and enter the channel construction of market terminals.

In 2008, the company consolidated its subordinate garment manufacturing companies and achieved scale efficiency by expanding the production capacity of individual production companies. The company has vigorously reformed the domestic sales system, changed most of its direct sales outlets into agents and affiliates, fully mobilized the initiative and enthusiasm of sales outlets, and reduced the number of inventories. The company's mastery of cashmere resources: 40% of domestic resources and 30% of the world. In the northern cashmere production area there are acquisition outlets. Cashmere garments were basically the same as in the first half of the year. The international market was shrinking and the domestic market was growing. However, the cashmere business is limited by raw materials, and the output cannot be unlimited, with 16-18 million units of output. Therefore, the company decided to develop the clothing business from cashmere to spring and summer and get rid of the shackles of the material.

The company employs internationally renowned designers, especially the original design director of CHANEL, a famous French luxury brand. After Mr. Gilles Dufour served as artistic director of the brand "Ordos", he launched the "Dufour" series that was in line with the international first-class brands. Due to the improvement of product design level, the company greatly improved the reputation of the company's clothing. The measures and series of products have enabled the company to get rid of the restrictions on the singulation of cashmere products and have played a positive role in the diversification and serialization of the Ordos brand.

Cashmere business companies never give up and will not be stripped from listed companies because cashmere business is the company's brand foundation.