Chinese Clothing Fake Foreign Brands Survive

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, "disguised" as an international brand to cater to the needs of domestic consumers, 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 the mainstream shopping malls, which had always appeared on a large scale, and then disappeared abroad.

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.

Stick to the business men's wear position

The "stupid" consumers are becoming smart, making fake foreign brands have to opt out in the first tier cities or mainstream shopping malls.

But there are still some stubborn stays.

For example, in Hangzhou's Yintai shopping mall, some fake foreign brands still maintain a certain vitality.

"Not all fake foreign brands are forced to leave the mainstream market, or take the Hangzhou Yinlin Yintai shopping mall as an example. There are still fake foreign brands trying to deceive consumers in the mall, and they are concentrated in the clothing category of business men's clothing."

Deng Tao said, "the rest of clothing categories, such as women's wear and children's wear, have almost no fake foreign brands. Sportswear, although there are still a few fake International cards in Fujian, but most people can easily identify them."

In Deng Tao's view, the reason why business men's clothing will become a gathering place of fake foreign brands, even in the first tier cities where the consumption consciousness is ahead, can survive tenaciously, which is entirely determined by the characteristics of business men's clothing.

"First of all, there are historical causes. The earliest" counterfeiting "business opportunities were discovered by some clothing traders in Guangdong and Wenzhou in this clothing category market.

At the same time, business men's clothing, especially medium and high-end business men's clothing, is easier to imitate than other types of clothing, and the change is small, and the selling cycle can be very long.

Also, business men's clothing consumers will recognize several well-known brands.

All these have led to the concentration of fake foreign brands in this field.

General manager of Beijing Zhuang Sheng Guang Guang Department Store analyzed the current situation of men shopping cheated to Xian Fang.

This constitutes another important foundation for fake foreign brands to love business men's clothing.

"It is said that men are more rational when buying clothes, which is actually a misreading."

To show red, "in fact, men are more likely to be fooled. Because men do not often go shopping, they have very little knowledge of brand information. When buying, they are not as confident as women, making decisions in haste, seeing a satisfied heart, having no concept, and can only follow the pace of shopping guide.

While women often shop, even though they do not often buy, the decisions they buy are based on a strict comparison, based on a strong understanding of brand information, so they are very confident when making decisions and are not easy to be fooled.

In addition, because women's clothing is a fast changing fashion category, counterfeit women's international brand is often very difficult. Fake foreign brands lack sufficient strength to follow the changing speed of women's clothing fashion. Therefore, they often can't make the appearance of the international dress of women's clothing, and it is difficult to deceive consumers.

Two or three line market "counterfeit space"

At present, there are still many fake foreign brands in the domestic two or three line market.

A large part of the reason for this situation is the huge discrepancy in the consumption level of the domestic clothing market. When the consumer awareness of the coastal brand is awakened, the consumers in the inland area still have a limited grasp of brand information.

"Chinese consumers prefer clothing to foreign brands, and prefer European style of clothing. But the price of real international brands is higher and far from ordinary consumers in the two or three tier cities. Therefore, some fake foreign brands can meet consumers' psychological needs."

Deng Tao believes that the fundamental reason why fake foreign brands are still active in the two or three line market lies in market demand.

First, the real international brand and strong domestic brands have not yet penetrated into the whole world, and consumers have little choice.

Two, the local consumption capacity is generally consistent with the price of fake foreign brands.

This also explains the decline of fake foreign brands in China's first-line market from another aspect. Apart from the reasons for the improvement of consumers' discriminating ability, the purchasing power of local consumers has rapidly increased, so that it can consume the real international brand and also reduce the number of fake foreign brands.

For the fact that fake foreign brands are still active in the two or three tier market in China, the market positioning is partly due to the precise positioning of fake foreign brands: cheaper than international brands, and more fashionable and more like international brands than domestic small and medium-sized brands operating locally.

In addition, some deep-rooted industrial problems that affect the development of China's garment industry also stimulate the growth of counterfeit brands to a certain extent.

Deng Tao said: "China's clothing industry foundation and tradition are relatively scarce.

The Chinese elements of gowns, mandarin jacket and Chinese tunic are too far from the reality.

Under the tide of international integration of clothing and the regulation of intellectual property rights in China, there is still a blind spot, which has made the fake foreign brands grow very well.

At present, the current situation of the survival of domestic fake foreign brands has shown a "shrinking" trend. In the first-line market, from the major mainstream stores, it seems to have begun a comprehensive "exit", and in the two or three line market, the impact of the huge fake foreign brands have slowed down.

This shows that the domestic market has gradually matured.

However, the growth of fake foreign brands and the perplexing business environment of China's garment industry for a long time has not been fundamentally reversed by the limited purchasing power of ordinary residents. In fact, it also determines that fake foreign brands will still exist for a long time in the future.