鄂尔多斯案例分析

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ቤተ መጻሕፍቲ ባይዱ
Liu Wen (poster) witness the transformation of ERDOS ERDOS is also the witness of Liu Wen's success
MORE: take part in international fashion shows
new marketing channel：
SWOT结论：
O：1.the reform and opening-up policy 2.state-owned-enterprises 3.with the development of economy, the purchasing power of Chinese people has increased 4.Chinese government has proposed a number of policies to and financial support to encourage innovation T：1. the main consumer group changed: old to young（鄂尔多斯的 target costomer：old/middle aged people） 2.high cost（labor/ environment） S：1. Low cost advantages（plenty coal resources/close to producing area:low material cost） 2. long history and respected by costomers W: differentiation advantages( technology/brand/quality——other rivalry also have)
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1. Competitive rivalry with the industry: 花花公子、皮尔卡丹、梦特娇、米皇、珍贝等 2.low barrier 3.bargaining power of customers(old people)
acquisition strategy：
offline （collaborate with retailers both in China and Japan online （collaborate with Taobao）
acquiring 久泰 energy company‘s 52% stocks （low cost as well as join other industries）
Introduction the Past of ERDOS
CONTENT
Analysis
Transformation
Analysis
PEST—— FIVE FORCE——
E：1.the reform and opening-up policy(O/T) 2.state-owned enterprises to private enterprise(O/T) 3.with the development of economy, the purchasing power of Chinese people has increased(O) 4.the cost of labor and raw material are rising(T) 5.the main consumer group changed: old to young(T) T: 1.Chinese government has proposed a number of policies to and financial support to encourage innovation(T) 2.Better cashmere textile technology(T)
the past of ERDOS
Brand aging the style of ERDOS is too conservative old generation preferred rejected by the new generation (the leading force in consumer market)
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CULTURE
鄂尔多斯，温暖全世界
build a happy business with international competitiveness
to warm the world
企业 宗旨
建设具有国际竞争力的 幸福企业 goal
Strategy:
Chagre from a traditional cashmere brand to an international fashion bran
Introduction the Past of ERDOS
CONTENT
Transformation
Analysis
Transformation
Wang Zhen new CEO
(high educated/smart/ initiative manager)
Took over the company from her father in 2015 The financial statements of ERDOS indicated a fall of cashmere products The transformation started
Case Study of ERDOS
Introduction the Past of ERDOS
CONTENT
Transformation
Analysis
Introduction
Founded in 1979
Top 100 private enterprise Asset 18 billion Top 1 in Cashmere Spinning Industry
mission
企业 目标
Introduction the Past of ERDOS
CONTENT
Transformation
Analysis
the past of ERDOS
“鄂尔多斯羊绒衫，温暖全世界”
Displayed on CCTV 1989 The first time that Chinese cashmere products had faced with the woeld. Since 1980, many manufacturers bid up the prices of cashmere products and mix the cashmere with silk ande cotton. ERDOS= high quality Glorious
new composition: four independent brands
1436
high luxury brand
BLUE ERDOS
for young generation
鄂尔多斯1980
for regular customers
ERDOS
for middle class
2008
Gilles Dufour Fomer artistic director of Chanel