Development Of Cashmere On The Road Of Electronic Commerce

Alibaba's first double eleven is coming soon. It is not easy to win the eye at this time.

But Li Guoqing, President of Dangdang, still tried.

In mid October 2014, Li Guoqing revealed in micro-blog: "cashmere price has always been high. In order to break the ice price under the line, it has decided to do several things: 1, jointly set up a platform for high-quality cashmere enterprises.

2, enclosure sheep, to promote its own brand "Dangdang cashmere" preparation.

Dangdang confirmed later that it will invest one hundred million yuan to raise sheep and develop cashmere industry.

Now, Deng Yifei, vice president of Dangdang net, is filled with various kinds of cashmere products. Dangdang is promoting the "Dangdang cashmere Festival".

Deng Yifei is in a fashionable bat hair cashmere sweater. He talks cheerfully with the cashmere enterprise from Inner Mongolia about raising sheep, and implements CEO Li Guoqing's sheep raising plan.

As soon as she saw the reporter, she said, "come and guess the price that Dangdang sells."

Taobao also launched the "Cashmere Festival" in October 20th. Taobao's campaign was endorsed by the Inner Mongolia government, and 7 brands were selected from more than 70 cashmere enterprises. All products were directly supplied by the origin.

Jia Yufeng, curator of Taobao's event, Taobao director of the Inner Mongolia Pavilion of China, said that this is to "clean up the source" of cashmere products, so that we can "see" what is the real Inner Mongolia cashmere.

Taobao and Dangdang, the two largest electricity supplier, have a deep background in watching cashmere industry.

Cashmere is known as "soft gold". It has been a key product in the animal husbandry industry of Inner Mongolia. It has been over 30 years ago.

However, cashmere is not equal to wool, contrary to general knowledge. Cashmere is grown on goats, so its output is limited.

In 2014, the price of raw materials for cashmere fell for the first time in 4 years. Because of the high price of pure cashmere clothing and profitable market, it has also increased the survival difficulty of cashmere enterprises.

Cashmere is also a three bird: it helps cashmere enterprises sell products, enriches the commodity category and grade of the e-commerce website itself, and helps local governments publicize the brand.

Ren Xuemei, general manager of Hohhot Yun run Cashmere Products Co., Ltd. recalled to reporters that she was the seller who sold the "cashmere products" online very early. In 2006, she was the only one of the team, and now it has developed to 40 people.

Ren Xuemei said frankly, cashmere as a unit price more expensive commodity, in the low credibility of the electricity supplier, many people are afraid that they will "buy fake".

But now, with the maturity of the shopping environment, few people will ask if the cashmere she sells is real.

"This is a far cry from what it used to be."

This also makes online cashmere businesses with physical stores moved.

Wang Ren Jing, general manager of Inner Mongolia Pangu Cashmere Group Co., Ltd., frankly, said: "we are considered to be a late cashmere enterprise which has entered the electricity supplier channel. Before 2012, we opened a store in Taobao before eleven."

Speaking of reasons, they believe that people are no longer inclined to buy "low price" products online, but rather "cost-effective" products.

At the same time, "I obviously feel that the influence of electric business is increasing. During the double eleven period in 2012, the flow of people in shopping malls decreased significantly."

Alibaba public relations Li Fengan said that Alibaba has always been inclined to create the brand of "omnipotent Taobao". "Omnipotence" is not only about cheap prices, but also the promotion of quality.

In recent years, with the increase of consumption power, people's demand for quality is getting higher and higher.

The appearance of expensive goods in the channel of e-commerce is also common.

Unlike fashionable clothing, cashmere is a special commodity.

Its production cycle is up to 30 days, and there are more than 100 processes, which has been seen as a disadvantage to the development of e-commerce channels.

"Such products are difficult to produce and sell in large scale, and it is difficult to meet the demand of Internet.

Jia Yufeng explained that "nowadays, cashmere products can be sold on the Internet in large scale, because the inventory of cashmere enterprises has accumulated in recent years, forming a certain scale."

Because the cost of raw materials is higher, the style of clothing is mostly "classic", so there is no "outdated" concept.

The greater impetus comes from the government level.

Jia Yufeng said, compared with coastal cities, Inner Mongolia's economic development level is not outstanding, by expanding the channel of e-commerce, it can drive the development of local cashmere industry.