Cashmere weave makes a colorful world
Aug 11, 2022 ｜ by zhaoxh
Hand in hand with international design masters, fashion, the whole series of brand transformation... Erdos has carried out a series of bold changes in recent years, extending more contact with the trend of brand family, showing abundant fashion vitality and strong development strength.
Erdos Group
In 2022, Erdos ranked 51st among China’s 500 Most Valuable Brands with a brand value of 150.675 billion yuan, ranking the top in the textile and apparel industry for 16 consecutive years, proving its leadership position in the textile and apparel industry. “I hope that the brand representing my hometown can uphold the spirit of originality, improve the brand quality and image, and let the high-end Chinese cashmere products go overseas.” said Wang Zhen, president of Erdos Investment Holding Group and chairman of Erdos Resources Co., Ltd.
A piece of cashmere from the grassland to clothing, a brand from China to the world, how does Erdos create a legend?
From the grassland to the world
After more than 40 years of continuous profit and development, Erdos has become a global leader in the cashmere textile industry. Soft feel, full suede, fine texture... With excellent products, Erdos stands out among many cashmere enterprises and is favored by consumers all over the world.
Erdos 1980
Little is known about the fact that this internationally competitive enterprise started out in a small factory. So, how did this factory successfully rise to become an industry giant? A look at the company’s history may provide an answer.
Back in 1981, IH Ju League Cashmere Sweater Factory was officially put into operation on the National Day. The factory was located in Dongsheng, a poor and backward town with a population of only 100,000 in the hinterland of Inner Mongolia. However, it has the world’s largest and best quality cashmere resources — China’s cashmere production accounts for more than 70% of the world’s cashmere, and Inner Mongolia’s cashmere production accounts for 60% of China’s.
Erdos cooperative ranch
Relying on raw material advantages and continuous innovation in management, IH Ju League Cashmere Sweater Factory burst into great vitality. The company imported equipment technology and management concept from Japan, and registered the “Erdos” brand in China in 1985, which was the beginning of the growth history of “Erdos” brand.
In the 1995 “World Statistics Congress”, Erdos was awarded the title of “Leader of Chinese Cashmere Products” by the National Bureau of Statistics. Its annual production and sales reached tens of millions of pieces at its peak, becoming a veritable leader in the industry.
After reaching its peak in scale, Erdos began to focus more on high-quality brand development. By 2006, after 25 years of development, Erdos has gradually developed into a group company with dyeing factories, spinning factories, knitting factories, weaving factories, garment factories and many other factories, opening up the whole cashmere processing industry chain.
Later, Erdos began to try to do diversification. In 2016, in order to adapt to the subdivision and change of consumer demand in the new era, Erdos Group started brand renewal, from a single brand to a multi-brand layout, and finally formed a brand family with five major brands. Each of the five brands aims at different groups and styles, which are all committed to creating the high-quality life for consumers.
Erdos store
With this move, the total sales of Erdos brand in TMall on Nov 11 in 2017 exceeded 100 million yuan, becoming a member of TMall’s 100 million yuan club. In addition, “Asia Top Ten Most Influential Brands” award, China Trademark Gold Award “Trademark
Application Award”, the first prize of “National Management Innovation Award”, “The Light of Chinese Products” award and other honors have witnessed the growth of Erdos brand, so that the brand influence has been further enhanced.
Application Award”, the first prize of “National Management Innovation Award”, “The Light of Chinese Products” award and other honors have witnessed the growth of Erdos brand, so that the brand influence has been further enhanced.
New technologies make industry benchmarks
The products of Erdos Group are widely popular in the market because of the company’s technological breakthrough in deep processing of cashmere and its extended technological innovation in the application field. Since its establishment, Erdos has attached great importance to the research and development of new technologies, new processes and new products, and has continuously improved the market competitiveness of enterprises.
In the cashmere garment sector, Erdos has gradually formed a technology innovation service platform integrating research and development, testing, standard research, achievement transformation, technology promotion, personnel training and technology exchange of cashmere and its products. The company not only has the only National Cashmere Products Engineering Technology Research Center recognized by the Ministry of Science and Technology in China, which is the national enterprise technology center, but also conducts research on new cashmere materials development, application technology research and cutting-edge technology research in the industry etc., including featured new materials, functional new materials, plant dyed products, fully formed products, special animal fiber products and other green and sustainable new products.
Cashmere production line
Erdos has achieved major breakthroughs in the high-precision processing of cashmere products and the development of environment-friendly technologies over the years, filling many gaps in the domestic cashmere industry.
Erdos promotes the development of enterprises with scientific and technological innovation, and walks out of a unique road of high-end brand management. Up to now, the company has completed 453 R&D projects, applied for and received 761 patents, and obtained 612 authorizations... These achievements provide a strong backing for the industrialization of new products and make the enterprises more active in the development of functional products of cashmere fiber.
It is the continuous breakthrough in technology that Erdos Group has presided over the formulation of more than 60 international, national, industrial and group standards, and successfully held seven sessions of “International Cashmere Testing Technology Seminar”, which continues to make contributions to the high-quality development of China’s cashmere industry.
Multi-dimensional layout brand matrix
In the process of brand innovation and upgrading, multi-brand strategy is not a new thing, but it is not easy to realize the close linkage between parent brand and sub-brand. Erdos is one of the few clothing enterprises that can enhance the core competitiveness through multi-brand layout and resonance.
The Erdos brand family continues to grow and develop with strong technical support. 1436, Erdos, Erdos 1980, Blue Erdos and Erdos Kids are positioning themselves more precisely to acquire and serve various customer segments that have been clearly differentiated in today’s market.
1436: A/W 2022
Erdos: A/W 2022
Erdos 1980: A/W 2022
Blue Erdos: A/W 2022
Erdos Kids: A/W 2022
In order to cooperate with the rebranding, Erdos has gradually established a system of five brands operating separately but integrated management. Each brand in product research and development, promotion, image management and other aspects of independent operation, while the integrated management system to realize logistics, supply chain, production, service, information system and other resources sharing, thus forming a crossing management mode.
Sustainable Fashion
There is no doubt that Erdos is a brand with profound heritage, dedicated spirit and emphasis on innovation. Erdos not only focuses on innovation in technology research and development, fashion design, but also pursues sustainability and innovation in the implementation of public welfare projects. Over the past 40 years, Erdos has never changed its original intention of practicing corporate social responsibility, and has never stopped actively promoting the green development of the industry in various forms. It has always been committed to being a warm and responsible cashmere brand.
In the process of product design, Erdos Group starts directly from the fabric, using natural fabrics and environmentally friendly recycled materials. Through products, Erdos Group’s push for sustainable fashion is displayed in physical form, so that consumers can see and buy it.
In the consumption terminal, Erdos Group has never stopped the transmission and promotion of sustainable fashion concept.
“Cashmere, a rare resource on our planet, also represents human beings’ respect for nature and the inheritance of their emotions.” Wang Zhen said, Erdos as a key member of China fashion industry and retail industry as well as the inheritance of innovation in the cashmere industry, hope to make full use of the advantage of Erdos cashmere industry in the whole industry chain, promote the development of the industry as a whole on the concept of sustainable fashion evolution, protect and reasonably use cashmere as the rare resource; protect grasslands and balance the impact of industrial production on the environment; promote the concept of sustainable development to consumers and the apparel industry as a whole... Erdos will make unremitting efforts to this end.
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