can you share how you transformed erdos from a manufacturing-focused company into a consumer-facing brand?

From the outset of our operations, we were already serving the world’s most demanding market – Japan, while quickly expanding to supply premium brands across Europe and America. This instilled an inherent commitment to quality within our corporate DNA.

As one of the first homegrown brands to emerge after the country reopened to the world and embraced reforms, we pioneered direct-to-consumer (DTC) retail networks as early as 1992. We championed the concept of cashmere in China, ultimately cultivating the nation into the world’s largest cashmere consumer market. Our product design philosophy, encompassing aesthetics, silhouettes, and craftsmanship, has always been grounded in dynamic market engagement and consumer feedback.

After a year of intensive research and strategic planning to address China’s rapidly evolving fashion market, ERDOS launched its brand revitalisation strategy on 1 September 2016. This initiative sharpened our competitive edge through market segmentation, precise positioning, and meticulous execution, establishing a sophisticated brand matrix system. Today, our five distinct brands – 1436, ERDOS, ERDOS 1980, BLUE ERDOS, and erdos KIDS – precisely connect with distinct consumer segments through differentiated yet synergistic operations. Under a unified vision, our five brands operate as distinct business units – each with its own positioning, yet managed synergistically.

what insights have you gained into the distinct needs and tastes of these segments?

Each brand attracts distinct consumer profiles: 1436 caters to premium material purists; ERDOS to design-driven fashionistas; ERDOS 1980 to craftsmanship traditionalists; and BLUE ERDOS to versatility-focused urbanites.

what were some of the biggest challenges in building a brand from a manufacturing base, and how did you address them? how did you change consumers’ perceptions?

Rather than posing challenges, our supply chain is a source of competitive strength. Decades of specialisation in cashmere have earned us unparalleled consumer trust and recognition for quality – an enduring advantage.

Admittedly, when we first expanded from cashmere into full product categories, some operators questioned our expertise in non-cashmere items. We addressed this by partnering with elite suppliers, systematically accumulating technical know-how, and nurturing talent. By applying cashmere-grade quality standards across all collections, we’ve driven remarkable progress in non-cashmere offerings through close supply chain collaboration.

This evolution has been particularly transformative for our spring/summer collections, where mastery of premium natural materials has become our signature strength, proving that ERDOS excellence transcends fibre types.

how do you balance traditional craftsmanship with modern fashion trends to attract both domestic and international customers?

We have consistently pioneered design innovation and technical advancement in cashmere, while preserving its heritage craftsmanship. On one hand, we actively collaborate with global design resources to explore the infinite possibilities of cashmere through an international lens. By partnering with world-class creative talents, we boldly reinvent cashmere in terms of style, fabric innovation, craftsmanship, and design techniques – all while staying true to the fibre’s premium essence.

At the same time, through direct consumer engagement, we continuously expand our design boundaries. However, to maintain brand integrity, we deliberately reject overly avant-garde or transient trend-driven proposals. Rather than chasing viral moments, we prioritise professional mastery and enduring relevance – we champion timeless, meticulously crafted designs that honour heritage and artisan spirit.

Beyond aesthetics, we adapt cashmere to modern lifestyles without compromising its qualities. For instance, introducing functional innovations like machine-washable and anti-static cashmere, breaking conventional stereotypes to deliver easy-care sophistication that stays with consumers for years. Meanwhile, our design team elevates knitwear into wearable art through exquisite handcrafted details each season, expressing profound reverence for traditional techniques in every stitch.

with the luxury market in china experiencing a recent downturn and changing consumer confidence, how has erdos adapted its strategy to maintain growth and relevance?

Regardless of macroeconomic fluctuations, consumers’ pursuit of exceptional materials and quality products remains unwavering – especially for cashmere, whose unparalleled comfort and emotional resonance simply cannot be replicated by other fibres.

The commitment to product excellence and innovation has never wavered amid external challenges. We remain steadfast in creating superior products through multidimensional innovation. This dedication has been rewarded: even amidst broader market softness, the brand has maintained performance in line with expectations. This is a testament to its resilience.

Achieving these results has required redoubled efforts: enhancing consumer engagement, developing brand-right yet captivating content, sustaining brand vitality, and fostering deeper customer connections. Every initiative reinforces our conviction that true craftsmanship transcends economic cycles.

how do you see consumer preferences evolving in China and globally, especially among younger generations?

Every era evolves with its own trends and preferences – none inherently superior, but all requiring keen observation. Social media has become an invaluable platform for capturing authentic consumer voices, both expressed and latent. The feedback ranges from praise to criticism, from valid concerns to misunderstandings. We’ve institutionalised this dialogue through our ‘Excellence Experience’ framework – a continuous refinement cycle that elevates both product and service. Some insights demand our steadfast commitment; others call for adaptive improvement. What remains constant is our resolve to transform even the sharpest feedback into meaningful progress.