The Study On Brand Internationalization For Mongolian Cashmere Enterprises

Known as "soft gold", "diamond fiber," said the high-end cashmere textile raw materials, the production of cashmere products scarce resources. The world’s cashmere industry has gone through 150 years of history, with a planned economy to a market economy, the Mongolian cashmere processing industry along with economic transformation has been rapid development. Cashmere production accounts for about 21% of total world production of cashmere, after decades of development, the Mongolian cashmere industry in the international market and increase their competitiveness, export volume increased year by year. In recent years, the world’s cashmere in Mongolia market share is growing, at the outlet, Mongolia already has a considerable scale, and global cashmere industry occupies an important position in the pattern.On the basis of the above, I have developed a recommendation on Mongolian cashmere product brand development which relates to my research. This includes the following five recommendations to market mongolian cashmere products brands at international market:to support and develop locally, the mongolian cashmere brand product to the fullest extent possible; enhance the development of the cashmere brand products; to improve the international image of the mongolian cashmere products; to advertise and the cashmere brand products online and to support the advertising of mongolian cashmere brand product at international level; to provide assistance in respect of making the mongolian cashmere products wide known international brands; and lastly the government to provide support to the local manufacturers for marketing the cashmere brand products at the international market.