Clothing Counterfeit Brands Fall Into Growth Predicament

Those brands that are defined as fake foreign brands with gorgeous foreign names, pretend to be international brands, but are thoroughly "native", have not been much better recently.

On the basis of their survival, "disguise" has become an international brand to cater for the domestic market: consumers' demand for "strengthening the ocean" is being seen by more people.

Under the "rising" of pure international brands and first-line local brands, they gradually lost the foundation of "counterfeiting".

At least, in the first-line market, they have little room for development.

Withdrawal from front-line Market

Information from the first cities in the international fashion and the developed cities in the southeastern coastal area shows that local consumers who frequent frequent international fashion know which brand to wear is more representative of their identity.

Deng Tao, the marketing director of several brands of Zhejiang Han Bo clothing marketing company, observed this change. In Hangzhou, he found that fake foreign brands were withdrawing. At least in mainstream shopping malls, they had always appeared on a large scale, and then disappeared.

Instead of stable operation, we are familiar with domestic and international brands.

"For example, Hangzhou's Wulin Yintai shopping center, according to my follow-up observation, in recent years, the brand structure of the mall has been greatly adjusted. What we call" fake foreign brands ", which is expected to be" misidentified "by consumers as the international brand, has decreased by 30%.

Deng Tao said, "this is not a case in Hangzhou, and Hangzhou's market awareness is ahead. Almost all the mainstream shopping malls have reduced the development space for fake foreign brands."

In Beijing, the same situation has also been staged in recent years. Active brands in any major business district's shopping malls and important commercial streets are brands with a history of up to ten years. Most of the brands that only have the English alphabet are pure international brands known by others, while others are marketing gimmicks of domestic brands. They expect that "foreign names" can bring greater market acceptance, but they do not intend to deceive consumers with "foreign origin".

Only a few "fake foreign brands" are left behind, and they still plan to deceive consumers.

"Overall, the market distribution of fake foreign brands has changed in recent years.

These brands are slowly dropping out in some highly competitive shopping malls, as well as in mainstream shopping malls of a city.

Local consumers' brand awareness has increased, and they have lost the market. "

Deng Tao said, "but the two or three market is different. The two or three cities and the two or three shopping malls are still the main market of these brands. This is because the lack of merchants in the two or three shopping centers is weak and needs to be supported by some fake brands.

According to my own calculation, the proportion of fake foreign brands in the two or three line shopping malls is about 25%-30% of the total, but in recent years there should be no increase.