Cashmere, known for its lightness and softness, has become a symbol of luxury—often referred to as "soft gold." In the domestic cashmere fashion industry, a number of outstanding companies have matured and established themselves as market leaders. The cashmere sector continues to evolve with a focus on elegance and style. Brands like Ordos, Saussurea, and Zhenbei have already captured the hearts of consumers. But for emerging brands, how can they carve out a place in such a competitive landscape?
On July 31, Hebei Lixin Woolen Textile Co., Ltd. launched its new line of cashmere sweaters under the brand Shirani. The event, themed “Charm Apparel, Dynamic Life,†drew over 100 franchisees and media representatives from across the country. The launch showcased nearly 400 cashmere products across four different series, highlighting the latest trends in fashion and seasonal design.
Each piece not only incorporated advanced technologies such as permanent anti-static treatment, digital printing, and nanotechnology, but also featured creative designs that blended elegance with casual charm. The brand's approach emphasized both innovation and comfort, appealing to modern consumers who value style without sacrificing practicality.
With a 30-year history in the textile industry, Hebei Lixin Woolen Textile Co., Ltd. has built a solid foundation in cashmere production. The launch of the Shirani brand was the result of extensive market research and strategic planning. According to General Manager Qu Li of Beijing Sheryli Textile Co., Ltd., while the domestic cashmere market is crowded with established names, it is far from saturated. Instead, there are still many untapped opportunities for new players to fill.
However, breaking through in a market dominated by strong brands is no easy task. After careful analysis, Shirani decided to focus on price competitiveness and service flexibility. Traditionally, cashmere has been seen as a high-end product, often priced in the thousands. This exclusivity has limited its appeal to a narrow consumer base.
Shirani aims to change that by positioning its flagship products at a more accessible price range—between $600 and $700. This strategy allows the brand to reach a broader audience and accelerate its growth. Importantly, Qu Li emphasizes that lower prices do not mean compromised quality. The company’s confidence in cost control stems from its vertical integration, from yarn production to final branding. This one-stop approach gives Shirani a significant advantage in pricing.
In addition to affordability, Shirani is also focusing on personalized service. The brand offers custom-made options, with a nationwide order network and a promise to deliver tailored garments within 15 days. This level of customization caters to the growing demand for unique, personal style.
Qu Li believes that fashionization and personalization are key trends in the future of cashmere fashion. Price remains a crucial factor in brand success, and mastering these two aspects is essential for any new brand aiming to stand out.
At the recent launch event, numerous dealers from cities like Chengdu and Beijing attended. Qu Li highlighted that major cities such as Beijing, Shanghai, Chongqing, and Chengdu are top priorities for Shirani’s expansion plans. The company is actively engaging with local partners, listening to their feedback, and working together to shape the brand’s future.
“In today’s competitive environment, new brands face challenges, but they also have real opportunities,†said Qu Li. “By identifying and leveraging their strengths, there’s still plenty of room for growth.â€
As Shirani continues to build its presence, the brand is determined to make a lasting impact in the cashmere industry.
SHAOXING YINGSIPE TEXTILE CO.,LTD , https://www.chinayingsipei.com