Case study: the overall product concept of Xuelian cashmere sweater. What other aspects should Beijing Cashmere Factory pay attention to in overall product improvement?

Beijing Cashmere Sweater Factory (hereinafter referred to as "Jing Rong") establishes and attaches importance to the overall concept of products, and comprehensively improves the "Xuelian" brand cashmere sweater, mainly focusing on the following seven aspects.

1, continuously improve the internal quality of products.

Cashmere sweater is a high-grade commodity in clothing, which has the characteristics of lightness, softness, smoothness and nobility. At the same time, the workmanship is fine and the style is exquisite, so the quality requirements are strict. The International Wool Bureau has formulated a set of quality indicators for cashmere sweaters. Compared with the quality index of the International Wool Bureau, there is still a certain gap in the "Jing Rong" factory. "Jing Rong" has been improved in the following aspects:

(1) Improve the production process. In order to solve the problem of easy deformation and increase the softness and smoothness of products. "Jing Rong" imported a batch of dry cleaning machines from Italy on 1980, and used dry cleaning and felting instead of traditional water washing process. It not only enhances the softness, smoothness and good hand feeling of cashmere sweater, but also solves the problems of easy deformation and pilling of cashmere sweater.

(2) Solve the moth-proofing problem. Mothproof is one of the most concerned problems for customers. In order to solve the problem of moth-proofing, "Jing Rong" conducted repeated research and experiments, finally solved the problem of moth-proofing, and achieved mass production.

(3) Improve the technical skills of workers. In order to improve the evenness of wool yarn, "Jing Rong" focuses on technical training for workers and technical assessment for young car stoppers. Even in the case of poor raw materials, high-grade yarn can be spun, which greatly improves the appearance of cashmere sweater.

(4) Jointly tackle key problems with scientific research units to improve the yield of woolen cashmere. After nearly two years of research, "Jing Rong" has made a major breakthrough. 1983 broke through the 50% mark of carding cashmere, surpassing Britain and being at the advanced level in the world.

After the above improvements, the quality of "Jing Rong" cashmere sweater has been greatly improved. According to the quality index of the International Wool Bureau, the qualified rate of the first-class products in this factory increased from 94% in 1980 to 96.5% in 1983.

2. Constantly add new varieties and styles.

The life cycle of clothing products is very short. If enterprises want to develop, they should always add new varieties and design new styles. To this end, the factory set up a special new product design and trial-production team, with 25 members, personally led by the deputy chief engineer. Only 1983, they designed 400 new varieties and styles, most of which were welcomed by customers. For example, the Bat Shirts they designed according to foreign popular styles are comfortable, generous and distinctive. A Hong Kong customer ordered 20,000 pieces at a time. 1982 cashmere sweaters were popular in the world, so we quickly tried to produce 26 and 32 yarns to make summer dresses such as cheongsam, dresses, two-piece suits and three-piece suits. An American customer ordered 26 V-neck shoulder men's pullovers at a time, 80,000 pieces. "Jing Rong" initiated a new field of making summer clothes with cashmere raw materials, and walked in the forefront of the same industry.

In order to increase new varieties, "Jing Rong" also successfully trial-produced cashmere, camel hair, yak hair, rabbit hair and cashmere blended products, which not only maintained the characteristics of high-grade products, but also reduced the price by more than 30%, which was welcomed by domestic consumers. Among them, rabbit wool cashmere blended sweater 1983 won the national "Silver Award".

3. Improve the dyeing process and increase the color of the product.

Cashmere sweaters pay attention to "popular colors". "Jing Rong" cashmere sweater used to be only gray, beige, camel, blue and other colors, but in recent years, it has added bright and elegant colors such as bean green, rice orange, beige and purple.

In addition, "Jing Rong" used to be dyed after spinning. Due to careless operation, "flower dyeing" and "color flower" often appeared in cashmere sweaters, which affected the appearance quality. Later, it was changed to loose wool dyeing process, which made the cashmere sweater full and natural, greatly reduced the dye uptake and improved the appearance quality of the product.

Step 4 improve packaging

The packaging of "Jing Rong" cashmere sweater was originally packed in plastic bags, and the pattern of "saussurea involucrata" was printed on the plastic bags, and each 10 piece was packed in a large carton. This kind of packaging obviously doesn't match the high-grade features of cashmere sweaters. Then the packaging was improved. It is packed in a delicate rectangular light green paper box with a prominent white saussurea involucrata and a "skylight" in the upper part. You can clearly see the color and trademark of cashmere sweater through cellophane. 1980, Xuelian cashmere sweater won the national "Gold Medal" award, and each cashmere sweater was hung with a metal card marked with the words "Gold Medal", which further set off the nobility of the cashmere sweater.

5. Expand the popularity of "Snow Lotus"

Snow Lotus symbolizes purity and elegance, and it is a good brand. After more than 20 years of use and publicity, the "Snow Lotus" brand has gained a certain popularity in the minds of consumers at home and abroad. In order to expand the popularity of Xuelian brand, "Jing Rong" not only set up some billboards in China for TV advertising, but also used foreign businessmen to promote it abroad. 1983, Japan's Fuji TV came to Beijing twice and filmed two TV series, Cashmere Sweater Production and Products and Camel Products, which were broadcast on Japanese TV stations, and the effect was very good. That year, 654.38 million pieces were ordered.

At present, the export volume of Xuelian cashmere sweater ranks first in China, and it has entered more than 20 countries and regions such as Japan, Germany, the United States, Canada and France, and entered high-end markets such as large department stores in these countries.

6. Timely delivery

Cashmere sweaters are seasonal goods. Whether the goods can be delivered in good quality and quantity on time has a great influence on business reputation and commodity prices. For more than 20 years, "Jing Rong" has always attached great importance to the study of the climate, clothing habits and other factors of the importing country, and delivered the goods in time, which made the customers quite satisfied.

7. Provide after-sales service

Cashmere sweaters are expensive, so it is necessary to provide appropriate after-sales service. "Jing Rong" launched this service, which includes: each cashmere sweater is attached with a small piece of natural yarn and a button for repair or replacement; Due to improper personal preservation and wearing, our factory gives free maintenance and finishing. If there is a problem with the export products, we can return them and provide a claim according to the contract, but so far there has been no such problem.