MRO Magazine

Sand River Aims To Be the Hidden Champion of Cashmere Fashion

By PRN NewsWire   

SHANGHAI, Jan. 14, 2016 /PRNewswire/ — On October 28, 2015, at the Global Management Festival hosted by the China Europe International Business School (CEIBS), Prof. Hermann Simon, author of book “Hidden Champion,” and the German master of management, repeatedly praised Sand River as one of the cashmere fashion industry’s “hidden champions.”

Professor Simon has studied the phenomenon of the “Hidden Champion” enterprise for many years; to gain his praise is not a small achievement. In the view of Professor Simon, a hidden champion occupies the absolute market share in certain segments, to gain the market share with “value” rather than the “price”; to search for the depth of value, to insist on being made in house, rather than outsourced.

Professor Simon believes that the secret of Sand River becoming a hidden champion, is its complete industrial chain layout and brand ability, which outpaces its cashmere competitors. First of all, Sand River maintains a high standard of quality in the whole supply chain, from its Inner Mongolia goat farm to its Shanghai factory, from cashmere material to the production process. Sand River cooperates with world class designers from Japan, France and Germany to create unique, elegant and refined cashmere designs; While distinctively, Sand River takes the unique sales model of domestic stores plus the European online shops. In China, it has opened more than a dozen high-quality self-owned stores, focusing on quality not price. While in Europe, it closely cooperates with German and French local partners via online shops to quickly open the European market with big success.

As a native of Inner Mongolia Ordos and the founder of Sand River, Ms. Juliet Guo, said her dream is “To build Sand River into a top international cashmere brand.” Her philosophy, is “sincerely care about the products, the kindhearted herdsmen and the vast land which gives us inspiration.”

Sand River

CONTACT: Zoe, +86-21-5724-5771,


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