China is a big country of cashmere raw materials, in recent years, the quality of raw cashmere is constantly declining; China's cashmere processing companies abound, but the ability of scientific and technological innovation lags behind; China's cashmere sweater exports increased year by year, the price and brand influence is insignificant. Tian Lu: quantity The advantage does not mean that the quality of cashmere raw materials in China continues to improve, on the contrary, China's cashmere quality has gradually declined.
Interview with Tian Ru, Director of Animal Husbandry Division of China Food, Animal and Livestock Import and Export Chamber of Commerce
China is a large country of cashmere raw materials, in recent years, the quality of raw cashmere is constantly declining; China's cashmere processing companies abound, but the ability of scientific and technological innovation lags behind; China's cashmere sweater exports increased year by year, the price and brand influence is insignificant. In a word, mixed It is a true portrayal of all aspects of China's cashmere industry.
Source of Cashmere: The Contradiction between Quantity and Quality
Reporter: China's production of cashmere raw materials ranked first in the world, this status has changed in recent years?
Tian Hao: China has always been one of the world's leading cashmere countries. This is beyond doubt. Because the world's raw cashmere production is around 15,000 tons, of which China's raw cashmere accounts for more than 75% of the world's original cashmere production. In addition, China annually It also imports 3,000 to 4,000 tons of cashmere raw materials from Mongolia, Iran, and other countries. At the same time, more than 95% of the world's cashmere raw materials are processed in China by primary processing. In other words, China controls almost all of the world's cashmere raw materials, and the entire cashmere industry. The control of the chain and source is particularly important because it is directly related to the quality of the cashmere products and the influence of the brand.
Reporter: Is the quality of cashmere raw materials in our country the same? Why?
Tian Hao: The quantitative advantage does not mean that the quality of cashmere raw materials in China is continuously improving. On the contrary, the quality of cashmere in China has gradually declined.
From a practical point of view, due to macroeconomic environmental conditions, excessive liquidity, and contradictions between supply and demand, although China is the country with the best cashmere quality in the world, the quality of cashmere has decreased significantly in recent years. For example: I did a survey. Since 1980, the Liaoning Cashmere Goats Original Breeding Farm in Yingkouga County of Liaoning Province has started to cultivate high-yielding cashmere goat breeds. Through years of efforts, the improvement of cashmere goat breeds has been successful. Not only has the output increased, but also the production pile diameter has been controlled at 15.38 microns. It is high-quality cashmere. However, with the scattered farmers receiving large amounts of food to stimulate the production of cashmere goat cashmere, the cashmere goats produced in Liaoning Province have a certain degree of problem of thick cashmere. The current fiber wool is 15.5 to 16 microns. Most of the time, 15.7 to 15.8 micrometers. In fact, affected by the market, the current rate of promotion of Liaoning sheep is faster, not limited to Liaoning, Inner Mongolia and other cashmere goat breeding areas are also widely used to raise Liaoning sheep. Many farmers in order to save costs Blind introduction, not to buy sheep farms, but direct hybridization with the Liaoning ram, which poses a certain threat to the quality of cashmere.
Reporter: How to improve this situation?
Tian Hao: I think, on the one hand, we still have to adhere to the policy of restrictive support. Under the existing conditions, we should take the road of variety optimization and start with scientific breeding and scientific breeding.
On the other hand, due to the large proportion of cashmere raw materials in the cost of end products, consumers' recognition of cashmere grades can effectively control the further deterioration of cashmere quality. For this purpose, the Ministry of Commerce has issued “Cashmere and Productsâ€. Grading criteria, this standard will also be divided into three six nine cashmere, etc., tell consumers that cashmere also has different levels, corresponding to different prices, tell consumers what kind of cashmere is a good quality cashmere.
Cashmere Processing: New and Old Competition
Reporter: What is the status of China's cashmere industry?
Tian Hao: China has the largest number of processed cashmere and products in the world, the highest production capacity in the world, and the largest number of exports in the world. More than 3/4 of the world's cashmere consumer market is produced in China. Although in recent years, the protection of vegetation, For the purpose of ecological harmony, the Chinese government has implemented policies such as “grazing ban, grazing banishment,†and “captivityâ€, but the status of Chinese cashmere in the world cashmere industry has not changed, and the share of Chinese cashmere products in the world cashmere market has continued to grow. We are delighted to see that Chinese cashmere companies pay more and more attention to technological innovation, brand building and sustainable development. China's cashmere industry is gradually shifting from a stage of scale efficiency to a stage of quality and efficiency.
Reporter: Can you describe in detail the characteristics of China's cashmere industry in recent years?
Tian Hao: In terms of my understanding, China's cashmere industry has the following characteristics: First, with the restructuring of the international manufacturing industry, the cashmere processing industry continues to shift to China's territory. China's cashmere export structure has rapidly changed from raw materials to cashmere products. In the year of 2001, China's cashmere export and domestic sales accounted for about 7:3. In 2006, the export and domestic sales ratio has reached 4.5:5.5. According to statistics from the Customs, this year's 1~ In July: 1,451 tons of cashmere and plush wool were exported, totaling US$146.66 million, an increase of 57% and 51% year-on-year respectively; and import volume reached 5,228 tons, totaling US$87.71 million, an increase of 47.8% over the same period of last year. The growth rate was 2.38 times. The export value of cashmere products was 692.23 million US dollars, a year-on-year increase of 19.9%. This is a very brilliant figure. It can be said that these years have never happened. On the one hand, it shows that the world economic situation has started to improve, and on the other hand, it is because The cashmere price of the product is highly elastic. China's cashmere industry operating entity has also or is achieving a leap from home-based management to group-based management and joint-stock management.
Second, although the global economic environment is sluggish, China has become the country with the fastest growth rate of cashmere products in the world. The main reason is the economic downturn, especially since the international market has been sluggish since 2009. Traditional foreign trade markets and emerging wool processing companies have turned to the cashmere industry. , foreign businesses
They have also turned to China. On the one hand, the pressure on China's cashmere market has increased, but at the same time it has also promoted the transformation and upgrading of China's cashmere industry, prompting China's cashmere products fashionable and quality.
Third, the continuous expansion of the scale of China's cashmere deep processing has a profound impact on the upstream. Cooperation between the industrial chain is replacing the troubled industry.
The long-standing vicious competition. At present, the determinants of the price of cashmere raw materials have gradually changed from a single foreign trade export price to a combination of domestic and foreign market factors, and the dominant role of Chinese cashmere deep-processing companies in the market price of cashmere raw materials is increasingly evident. As the cashmere market continues to mature, the ability of companies to adapt to the market in cashmere trading is also increasing, business behavior tends to be rational, and the blindness of price chasing has greatly improved over the past.
Reporter: Should this be a good thing for China?
Tian Hao: Of course, but there are still some problems behind the flourishing development of cashmere processing. I think the problem is still a change in the mode of growth. In recent years, the development of the cashmere industry in China has mainly depended on the expansion of scale, and the added value of products has yet to be improved. In 2001, the average price of a cashmere sweater exported by China was 31.36 US dollars; in 2006, the average price of cashmere sweater exports was 28.86 US dollars, equivalent to only 220 yuan, and some people in the industry said: "Cashmere sweaters have sold sweaters." Price. It is a pity that cashmere is a high-end, scarce and resource-intensive industry.
Reporter: Why is there such a problem?
Tian Hao: There are many reasons for this problem. One is the lack of truly well-known independent brands. Our cashmere products often only occupy the low-end market of international cashmere products, or they can process orders for foreign brands, and OEM exports. , Become a processing base of foreign brands. In fact, the price of cashmere products of well-known brands in the international market is very high, often more than ten times, several times our export prices. Second, China is still very high-end technology in cashmere processing Lack of advanced computer processing equipment such as computerized flat knitting machines and computer spinning machines does not yet have a large amount of equipment for our cashmere processing industry. Third, there is a lack of effective marketing channels. The consumer market needs further understanding of the quality of Chinese cashmere products and the deep processing capability of Chinese cashmere. And feel.
Terminal Market: More and Stronger
Reporter: Can you talk about the current situation of China's cashmere brand?
Tian Hao: As far as the domestic situation is concerned, there are a large number of cashmere brands in China, such as Ordos, Mihuang, Deer King, Saussurea, Zhenbei, etc. Their influence and credibility in the country are very good. However, as far as the international situation is concerned, China has not yet seen it. The advantage of cashmere brand is formed. The added value of the products needs to be improved urgently. A considerable part of China's cashmere products are still at the low end of the international market. Although there is no lack of Chinese-made cashmere products in the high-end market, few Chinese brands are found, and some cashmere brand companies are still international. Slow exploration of the brand's competition. Most of China's export of cashmere products enter the international market as "OEM", but it is less than 20% of the Chinese brands.
However, we should also see that with the implementation of the national export brand strategy, the pace of “going out†of cashmere enterprises in China is gradually accelerating. More and more well-known Chinese cashmere brands are seeking overseas markets, and some well-known cashmere brands have been preliminary Opened access to markets in developed countries such as Europe, the United States, and Japan.
Reporter: What are the problems in China's cashmere terminal market?
Tian Hao: First of all, there is a lack of sales channels, and the method is simple. The industrial chain urgently needs to extend downstream. Products without a brand will not form independent sales channels; there is no multi-level, multi-mode direct and unobstructed sales channel. Accurately capture market signals, it is difficult to keep up with the market's consumer demand, and there are obstacles in the realization of product value. There is also a small area of ​​high-end technology for the production of cashmere products, and product innovation ability is weak. Most companies still stay in the traditional design and management model. The period of design and new product development is long, and the market is unresponsive. Third, in China's cashmere market, the quality and style of cashmere products are too similar and the homogenization competition is becoming more and more fierce. Inevitably, price competitions and inventories are inevitably going on, causing product devaluation. Difficulties with cash flow.
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