Editor's note: A clothing brand needs to enter a city and it will take a difficult and lengthy process. In 2012, it was the 20th year that Ordos entered the Nanjing market. From the popularity of the unknown cashmere knowledge, to the sales price all the way. Soaring, more and more people began to recognize Ordos. Today, this is a well-known brand name.
In 2012, Ordos, the first brand in China's cashmere industry, entered Nanjing for a full 20 years!
In the past 20 years, Ordos has completed the development, integration and promotion of the cashmere market. With its unique relationship with the city of Nanjing, and with its strong brand awareness and unique marketing concept, Ordos has been able to compete in a volatile market. , In the Nanjing market hit a not small commercial miracle, affecting a whole generation of people's consumption.
In the past 20 years, Erdos and Nanjing consumers have accompanied each other and witnessed glory. The launch of a series of reports today will open up question marks for Nanjing citizens and reveal the secrets behind the phenomenon of Nanjing in Ordos.
The Ordos cashmere sweater from Inner Mongolia Dongsheng has now grown into a well-known and well-known brand. Ordos cashmere products are also the symbols of quality and elite identity. When they entered the Nanjing market 20 years ago, they came from an almost No one knows where to borrow a nameless brand.
At that time, wool sweaters dominated the knitting market. Even the heads of knitwear departments of some department stores issued such questions: “People’s wool sweaters are more than 100 yuan and what is your sweater? “From the popularity of cashmere sweaters and sweaters, Ordos began a difficult market journey. Cashmere products with the name of soft gold, from the emergence of the market to the real acceptance of the people, once passed and not A relaxed market opening period. During this period, Erdos not only took the lead as the leader of the industry, but also made great efforts to popularize cashmere knowledge and purify the market.
Ding Ming, general manager of Ordos Nanjing, took over the operation of the company in 2000. He recalled that when Ordos cashmere sweater entered the Nanjing market, the first point of sale was at the time the most expensive Jinling Hotel shopping center in Nanjing, a price of nearly one thousand yuan. It is indeed the pyramid-top consumerism. In the past 20 years, Ordos has evolved into a household name from the five-star hotel consumption when it entered the Nanjing market; annual sales have soared from the 1.2 million at the start to the current 60 million. The sales of cabinets are even more phenomenal: In 2003, Ordos cashmere sweaters sold over 10 million in Nanjing Golden Eagle Xinjiekou Store. After this milestone, despite the financial crisis and other twists and turns, Ordos was at the Golden Eagle Xinjiekou store. The highest sales of the cabinet still rushed to 15 million, wrote a legend of Nanjing market and cashmere industry.
The process in which cashmere sweaters enter the homes of ordinary people is actually a process in which Erdos people have meticulously shaped the brand to maintain the market. What are the stories behind the Nanjing legend of Ordos cashmere products? Please continue to pay attention.
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