Cashmere "big price war" cited quality "diving!"

The cashmere products market continues to heat up in these years, but behind the seemingly fierce sales boom, cashmere products have hidden quality problems caused by blindly lower prices. Experts said that the “brainstorm” business behavior in quality must not be limited, and finding the balance between price and quality is the only way to make good products.

Cashmere products: low prices lead to low quality chaos

"Large bargains, cashmere sweaters with original price of thousands of yuan, now only sell a few hundred dollars!" Recently, in some merchants in Hohhot cashmere stores have launched promotional activities.

Reporters visited found that among dozens of local cashmere brands, in addition to Ordos, Zhaojun, Luwang and other few well-known brand discounts are less, the majority of businesses with substantial price cuts as selling points, of which a low of 3-5 fold Price sales are extremely commonplace. Although the brand names are different, but in the label of each garment can find two common features: First, the original price of the product are more than 1,000 yuan, and second, the cashmere content is marked 100%.

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In a brand shop called "Bi Xue Rong," the reporter found that the price of cashmere sweater is only 280 yuan. The Purchasing Guide said: "Small brands actually earn some processing fees. Compared to online goods, our prices are still high."

The reporter searched for “cashmere sweaters” from Taobao. There were thousands of merchants sold, and the prices were uneven. A lot of goods under 300 yuan could be found, and the labels of these goods also indicated that the cashmere content was 100%. Wording.

According to industry sources, the current price of lint-free raw materials is priced at 50-60 yuan per ton, and high-end raw materials have even soared to 1 million yuan per ton. Calculated according to 300 grams of a cashmere sweater, regardless of the cost of production, only the lowest price of raw materials is nearly 200 yuan.

Not long ago, the AQSIQ and the Inner Mongolia Consumers Association issued information one after another. Spot checks on e-commerce and shopping malls in Hohhot revealed that cashmere products were the hardest-hit areas where quality problems were exposed, and the failure rate exceeded 30%. .

“Price shopping” has caused some companies to “scratch”

"Competitive pricing has brought the cashmere industry into a quagmire." Liu Wei, vice president of the Cashmere Association in Hohhot, told reporters that the cashmere products processing industry is a featured industry in the Inner Mongolia Autonomous Region. It has enjoyed a good reputation both internationally and domestically over the years. With the market's "cake," the more The bigger, the richer economic interest has attracted many merchants to come to “gold rush”. However, due to the small size of most cashmere manufacturers, lack of independent innovation capabilities, and weak brand awareness, they have gradually become the OEM factories for large-scale garment enterprises in other regions. Due to the weakness of the international and domestic markets in recent years, the number of external orders received by companies has decreased significantly. In order to survive, price war is the only way to compete with famous brands.

Liu Wei said that when the prices were initially lowered, the sales of small cashmere companies were very impressive. However, the outlook was not long. Due to the homogenization phenomenon, the competition between enterprises has become increasingly intense, and some companies have taken the lead in price adjustments, and the market prices have been declining. “Using price cuts in exchange for profits, the entire industry is caught in a vicious circle. Most current cashmere products have a meagre profit, and the prices of some commodities have even fallen below the cost. This kind of chaos has also caused some unscrupulous companies to move up in quality.” Brains'."

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According to Guan Shouming, deputy director of the circulation department of the Ministry of Commerce of Inner Mongolia Autonomous Region, the quality of cashmere products is also related to the lack of supervision in e-commerce. So far, the focus of the supervision department has been to focus on the effective supervision of the real market, but it has long been neglected to manage the gradually growing network market. Some online merchants shoddy, and low prices as a selling point to attract consumers to buy, and consumers will also take online prices and physical market prices to do, which virtually has a huge impact on the physical market.

Honesty is the business "Wang Road"

Guan Shou-ming believes that for businesses, the pursuit of low prices should pay attention to quality at the same time, not only must cheap but also good quality is the only way to make good products.

Guan Shouming stated that the Inner Mongolia Autonomous Region is the origin of quality cashmere. Manufacturers should rely on this advantage to make quality articles, get rid of the status quo of low-value, lack-brand development, and establish well-known brands with independent intellectual property rights, so that the cashmere industry can embark on high quality, high added value, and high-tech. New development path.

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With regard to the phenomena of competitive prices and shrinking quality in the cashmere products market, Professor Gai Zhiyi of the School of Economics and Management at Inner Mongolia Agricultural University stated that if inferior goods cannot be banned, quality products will be severely challenged, and even the market will be completely occupied by inferior goods. .

Gai Chi-yi believes that four measures should be used in conjunction to standardize the market. One is to use economic means to penalize illegal companies and businesses, and at the same time to give appropriate subsidies or rewards to high-quality enterprises and qualified brands; second is to use administrative means to increase the reality and The third is the use of legal means to strictly investigate and deal with illegal cases of cashmere products, and protect the rights and interests of qualified enterprises and consumers. Fourth, use education methods to strengthen the awareness of integrity, and establish a person with sincerity and credibility. For business.

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