IV. Consumer group - Golden collars
When the Company grew stable, Mr. Xu launched an advertising movement through media in Beijing. Meanwhile, he also purchased many advanced equipments including computers and digital cameras to communicate with foreign customers and exchange carpet collection knowledge through Internet. In a short period, Xu's Carpets has won a large quantity of customers with reasonable prices and quality services and became well known among staff members of foreign embassies and management of foreign companies. As all antique carpets are bought from various regions around China. In fact, one purchase personnel can only get 5 pieces on average in one year and the expenses are very large. After the purchase, there are still many other works that should be done to the carpets including sterilization, cleaning and repair. Therefore, the costs of antique carpets are much higher than that of new carpets and the selling prices are only affordable for those golden collars. Sometimes we can see in some magazines that carpets in some high-class places such as houses of some golden collars and embassies are very thin. That is because they are all antique carpets, among which many are bought from Xu's Carpets.

V. What do wealthy people use old carpets not new carpets?
In ancient times, carpets were luxury consumables in China and only royal and noble families and large temples could afford. Therefore the quality of antique carpets is very good. E.g. 1. Wool. In ancient times, the climate was cold and no industrial pollution existed in the environment. Flocks were running on broad natural grassland. They ate wild plants and herbs, drank pollution-free water, which made them very strong and the wool quality was very soft and warm and elastic. In some regions, due to reasons of water and soil, saline contents were very high. Sheep ate grass and drank water on the saline land for a long time, which made their furs very bright. Though the content of cashmere was little but the wool quality was incomparable for today's wool. Currently, sheep-breeding purpose has changed a lot. Sheep are enclosed in the sheep pens and are fed with improved food with an aim to speed up the growth and to get more as possible cashmere, wool, skin and mutton. And wools after cashmere extracting are divided in quality into wools for sweaters and wools for carpets after chemical rinsing and processing (the quality of wools for carpets are inferior to that for sweaters). However, in the past, wools for carpets were directly cut down from the bodies of sheep and were directly weaved into carpets without any sifting. Therefore, the quality of wools used in modern carpets is incomparable to that in antique carpets. In ancient times, main materials for carpets were sheep wools while other wools could also be used in different regions such as yak hair, cow-hair, goat hair and camel hair and so on. One hundred years ago, some merchants and officials with tremendous wealth spared no money in looking for tiger furs or other animal furs to show off their status and wealth. However, as the quantity of hairs required to weaving carpets were so large that their thoughts could not be fulfilled. Therefore, some people thought of lamb furs. To weave a piece of carpet, hundreds or thousands of baby lambs might be required to get enough wools, the quality of which was really excellent, soft, comfortable and silky. However, the cost was extremely high and the weaving period was very long. Now it can be said that there is no such carpets or at least nobody has heard that there is such a carpet.
2. Dyeing of antique carpets
During the Tang Dynasty of China, dyeing could only rely on natural dyestuffs, but the techniques were already quite mature. Colors for wools mainly relied on plant colors while a few were extracted from minerals. Some of the plant dyestuffs were precious herbal plants and the dyeing colors were pure, beautiful, soft and not glaring. The most important merits of these dyestuffs were that they would not hurt the quality of wools. Meanwhile, they were also very durable, and the more they were used, they would become more beautiful. By now, after hundreds of years of usage and hardship, the color of antique carpets has faded a little due to various natural reasons such as natural sunshine and air oxidation or man-induced reasons. However, it has made the carpets display a softer and more beautiful layer of color.
3. Hand spinning
Over 130 years ago, there was no machine spinning industry and the handicraft industry was in its prime period in China. Cotton threads and woolen yarns were made manually with simple tools. There were no such numerous procedures as with cotton threads and woolen yarns produced with machinery. Though hand-spun woolen yarns were not as efficient, regular and standard as cotton threads and woolen yarns produced with machinery, they also had merits that machine could not have. Hand-spun woolen yearns were more durable, firm, elastic and beautiful. Machine spinning industry in China started after Qing government signed the Guangzhou Treaty and opened ports, after which, spinning machines were first imported through Guangzhou. However, it had no impacts upon the broad northwestern regions, where there were still no ideas about machine spinning, and even no one had ever heard of spinning with machines. However, from the earliest triple cotton threads, we can see that machine spinning has been applied in carpets for nearly 100 years in China. But hand spinning was stilled used in the majority of carpets until the 1960s and 1970s. Currently, as modern machine spinning can realize high speed, low cost, less land occupation and high efficiency, and the economic ideas and consciousness of people are also improving along with the inevitable trend of social development, fewer and fewer people know how to spin manually.

Therefore, solely from the aspects of woolen quality, dyeing and hand spinning, the collection and use value of antique carpets can be fully demonstrated, which determines that they are precious consuming articles and collection artworks with huge appreciation potentials. These are why the golden collar consumer group of Xu's carpets would spend several times more money on antique carpets instead of cheaper and new carpets.