one year since the brand established (1436 Erdos 2010).
一个中国羊绒品牌也表现出色。1436鄂尔多斯，属于鄂尔多斯羊绒集团的品牌。尽管鄂尔多斯品牌被视为中国最知名的品牌，但它无法在全球高端市场引起关注。因此，建立全球品牌是鄂尔多斯集团的追求。1436鄂尔多斯以其被列为最高等级的优质羊绒纤维的特点而得名，开发出最优质的羊绒产品。在制定品牌战略的基础上——服务高端市场，将自己定位为中国世界领先的奢侈品牌，制定其他应对策略，如产品和营销策略，以提高其在国际市场上的竞争力。2008年，当中国国家领导人访问日本时，鄂尔多斯羊绒制品作为官方国家礼物送给了天皇、日本首相和其他大臣，当时该品牌成立仅一年。
In addition, according to Porter (1990), the driving power enhancing firms to participate in international competition is of significant importance. The driving power could be raised from international demand, or local competitions or market thrust. The most relevant factor in creating and maintaining industrial competitive advantage is the powerful rivalry. In the international competition, successful industries must have got through severe domestic competition, and were forced to reform or to renovate.
此外，根据Porter的说法，提高企业参与国际竞争的动力非常重要。驱动力可以从国际需求、当地竞争或市场推力中提升。创造和保持产业竞争优势的最相关因素是强大的竞争。在国际竞争中，成功的行业必须经历了严峻的国内竞争，并被迫进行改革或革新。
However, in China there are over 2000 cashmere products firms, among which most of them are incapable of developing new products or exploring new techniques. Most of the firms only can process inferior quality products on the base of imitating other brands' style. The competitions among most of the cashmere firms mainly are the price competition. Thus, the current situation of Chinese cashmere industry poorly performs---unreasonable redundant low-level production and disorderly competition. In contrast, taking Ballantyne cashmere as example, it presents that rivalry competition could stimulate competitiveness improvement. Ballantyne Cashmere was founded in 1921 in Scotland, now it is enjoyed by increasing consumers. At present, fashionable cashmere products developed by the fashion firms such as Ralph Lauren, Channel, Christian Dior and Givenchy are increasingly widely praised by consumers. Therefore, as the traditional cashmere manufacturer, Ballantyne has begun to consider the new competitors. From the performance of the competitors, Alfredo Canessa, the chairman of Ballantyne has noticed consumers' changing demands thus he led Ballantyne to improve the product design by means of combining cashmere with other different textiles like silk fabric (Ballantyne 2010). Likewise, Erdos Group has begun transitions. Erdos cashmere products were complained for outdated design in the past. However, now it is making efforts to rebuild product identity. Gilles Dufour, as former art director of Channel for twenty years, has been invited as the new art director of Erdos Group to develop new cashmere product collections. Gilles Dufour introduced Erdos a 'semi-fashion' trend which 'advocates the beauty of simple luxury', aiming to establish a leading luxury brand in China in order to improve the competitiveness. (Erdos 2010).
然而，在中国有2000多家羊绒制品公司，其中大多数公司没有能力开发新产品或探索新技术。大多数公司只能在模仿其他品牌风格的基础上加工劣质产品。大多数羊绒公司之间的竞争主要是价格竞争。因此，中国羊绒行业的现状表现不佳——不合理的冗余低水平生产和无序竞争。相反，以巴兰坦羊绒为例，它表明竞争竞争可以刺激竞争力的提高。巴兰坦羊绒于1921年在苏格兰成立，现在越来越多的消费者喜欢它。目前，拉尔夫·劳伦、香奈儿、克里斯蒂安·迪奥和纪梵希等时尚公司开发的时尚羊绒产品越来越受到消费者的广泛好评。因此，作为传统的羊绒制造商，巴兰坦已经开始考虑新的竞争对手。从竞争对手的表现来看，巴兰坦董事长Alfredo Canessa注意到了消费者不断变化的需求，因此他带领巴兰坦通过将羊绒与其他不同的纺织品（如丝绸面料）相结合来改进产品设计。同样，鄂尔多斯集团已经开始转型。鄂尔多斯羊绒制品过去因设计过时而遭到投诉。然而，现在它正在努力重建产品标识。吉勒·杜福尔曾担任Channel的艺术总监二十年，他被邀请担任鄂尔多斯集团的新艺术总监，开发新的羊绒产品系列。吉勒·杜福尔向鄂尔多斯介绍了一种“半时尚”潮流，即“崇尚简约奢华之美”，旨在在中国建立一个领先的奢侈品牌，以提高竞争力。。
Through the examples of Loro Piana, Ballantyne and Erdos Group, it could be found that the firm strategy and rivalry is significantly crucial to enhance competitiveness for both firms and industries. However, cashmere firms have to consider the following barriers when make strategies. First, there is no such a strategy that could be successfully adopted by every firm, and the suitable strategy is the best one. Second, most of the Chinese cashmere firms only pay attention to rivalry competition particularly price competition which could hinder the Chinese cashmere industry form the positive competition awareness.
通过诺悠翩雅、巴兰缇妮和鄂尔多斯集团的例子可以发现，企业战略和竞争对提高企业和行业的竞争力至关重要。然而，羊绒公司在制定
