Autumn and winter are peak seasons for knitwear, but consumers no longer consider warmth and material alone. According to the Shangpu Consulting Group's 2025 China Women's Cashmere Sweater Consumer Insight Report, factors such as whether the design matches personal style, whether the price is reasonable, and whether the item fits into everyday outfits also influence purchase decisions.
Source：Shangpu Group, 2025 China Women's Cashmere Sweater Consumer Insight Report
Grand View Research estimates that China's cashmere market generated approximately USD 585 million in 2025 and is projected to reach USD 1.125 billion by 2033. The market is growing, but competition is intensifying. Given China's mature domestic cashmere industry and increasingly sophisticated brand design, international brands cannot stand out on material quality or overseas heritage alone. The different approaches taken by ERDOS and Falconeri offer distinct entry points for examining how cashmere brands build differentiation.
ERDOS — Expanding Consumer Reach Through a Multi-Brand Matrix
The Erdos Group is a major player in China's cashmere industry, with operations spanning raw materials, textile manufacturing, and branded apparel. Its brands — ERDOS, Erdos 1980, BLUE ERDOS, and erdos KIDS — each target different consumer needs, forming a multi-layered brand matrix.
Source: ERDOS Group
ERDOS has reinforced its fashion positioning through collaboration with international supermodel Liu Wen, who serves as brand ambassador and participates in design. Erdos 1980 maintains a classic cashmere positioning, BLUE ERDOS targets younger consumers, and erdos KIDS extends into childrenswear.
In 2024, the Erdos Group's listed apparel segment generated revenue of approximately RMB 4.018 billion, up 6.99% year-on-year. Its 2025 annual report summary discloses a total of 825 cashmere apparel brand stores, reflecting the scale of its operations and distribution base.
Source: RED UGC post about ERDOS contemporary design with a fresh, modern attitude
In its coverage of China's designer knitwear market, American fashion publication Vogue noted that the Erdos Group has partnered with designers such as Uma Wang, Xu Zhi, and Tommy Zhong, as well as with Liu Wen, to appeal to younger consumers. On Xiaohongshu, many consumers acknowledge ERDOS's design evolution in recent years, describing it as more fashionable and aligned with contemporary aesthetics. This demonstrates how a traditional cashmere brand can expand its fashion expression and reach a broader customer base through design innovation.
Falconeri — Building Brand Value Through Cashmere Quality and Italian Craftsmanship
Source：Falconeri
Falconeri is an Italian knitwear brand under the Calzedonia Group, specializing in cashmere, wool, and other natural fibers, with a focus on minimalist design and Italian craftsmanship. According to the brand's official website, Falconeri's cashmere raw materials are sourced from Mongolia and processed at its Avio facility in Italy. To ensure quality, 92% of its garments are produced in company-owned or controlled factories.
Its strategy in the China market focuses on three areas:
1. Clear target audience and positioning. Chengdu Taikoo Li and Beijing WF Central are high-end commercial landmarks. The WF Central store features a dedicated "Cashmere Art Gallery" that displays the entire process from fiber to finished garment. Consumers who visit these locations already care about quality and craftsmanship — the brand does not need to explain what cashmere is from scratch.
2. Leveraging celebrity influence to amplify brand power. Acclaimed actress Hai Qing has attended multiple brand events, while actors Li Xian and Fu Jing have showcased products. The brand operates two hashtags on social media — #FalconeriAcrossSeasons# and #FalconeriStarPicks# — consistently communicating "cashmere beyond winter" and Italian craftsmanship. In 2026, it launched a China-exclusive limited-edition scarf collection, with Hai Qing interpreting an "Ink East" theme, further integrating local cultural elements to expand brand expression and deepen consumers' perception of brand value.
3. Cautious store expansion. As of October 2026, the brand operates Tmall and Xiaohongshu stores online, with two core offline locations — Chengdu Taikoo Li and Beijing WF Central — serving as consumer experience touchpoints. Consumers discover the brand online, while offline stores use material touch, fit trials, and craftsmanship displays to help consumers form an intuitive judgment of product quality.
Source：Falconeri
From ERDOS's multi-brand matrix and differentiated positioning to Falconeri's cultivation of Italian style and product experience, the core objective is the same: translating brand strengths into value that consumers can recognize. But this translation cannot simply replicate global market experience — it must be built on an understanding of the China market.
For international brands entering China, the first step is to understand target consumers' aesthetic preferences, wearing scenarios, and purchase considerations — to clarify who the product is for. Secondly, brands must highlight differentiation in material, craftsmanship, design, or brand philosophy. Finally, they need to find the intersection between global brand strengths and Chinese consumer needs, build awareness through local media, content platforms, and KOLs, and continuously observe how consumers understand the brand and evaluate its products.This is where RedderUp can support.
About RedderUp
RedderUp is a full-service, 360-degree China fashion marketing and PR agency specializing in helping global fashion and luxury brands successfully enter and win in the local Chinese market. We offer an integrated suite of services including strategic public relations, influencer marketing (KOL collaborations), social media management, and e-commerce operations. Our core expertise lies in driving brand visibility and engagement on China's most influential mainstream social platforms—particularly RedNote (Xiaohongshu), WeChat, and Douyin. Whether you need to build authentic connections with Chinese consumers, scale your influencer campaigns, or optimize your social commerce performance, RedderUp provides the localized insights and hands-on execution to make your brand thrive in China's fast-evolving digital landscape.
Data Source:
https://www.grandviewresearch.com/horizon/outlook/cashmere-clothing-market/china
https://paper.cnstock.com/html/2025-04/15/content_2048750.htm
https://www.vogue.com/article/how-china-fell-in-love-with-designer-knitwear
https://www.falconeri.com/us/produzione.html