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Xiushui Street'S Difficult Problems: International Brand &Nbsp Appeared; After Five Years Of Pformation, Back To The Origin.

2010/7/22 13:25:00 197

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In 2005, the brand lawsuit made Xiushui Street lose its way, and embarked on the road of 5 years of pformation. However, Xiushui Street, who had tasted the bitter and bitter taste of reform, lost its way again.

Yesterday, reporters on the ground floor of Xiushui Street saw that counterfeit goods such as LV and GUCCI appeared again. Xiushui Street seems to have returned to the origin of pformation.

Xiushui Street

Back to the origin

Yesterday, reporters on the ground floor of the Xiushui Street market saw many shopping guides selling international brand leather goods to customers.

"Do you want LV bags? GUCCI's also available."

The salesmen have a LV product album, which has become a standard guide for promoting the sale of these international brand leather items to passing customers.

A businessman told reporters that as long as appeared in the product album.

GUCCI and other products are sold and can be delivered within 5 minutes.

When the reporter said that only a LV wallet was needed, the salesman opened the drawer and filled the wallet of the LV brand. The salesmen said that the purse price was 150-200 yuan.

Public information shows that the market price of this LV genuine wallet is usually up to 4000 yuan.

In addition, reporters also saw on the first floor of Xiushui Street, COLUMBIA, POLO and other international famous brand coat is being sold.

These high-end brands tend to enter high-end department stores instead of small commodity markets.

Hu Wenli, deputy general manager of Xiushui Street market, said that she was not aware of the phenomenon of sale and sale. She thought it might be some of the counterfeit goods sold by these merchants in Xiushui, which needed further verification before responding.

Four pformation in 5 years

In fact, since 2005

Xiushui Street

Since the building was officially put into use, the Xiushui Street market has completed four pformations in 5 years.

In September 2005, 5 international brands, such as Louis Weedon Marley Siti and Chanel limited, joined the Xiushui Street market on suspicion of selling goods.

In December of the same year, 5 fake merchants in Xiushui Street market and Beijing Xiushui Street clothing market Co., Ltd. were jointly awarded five major brands with 20 thousand yuan each, totaling 100 thousand yuan.

Thereafter,

Xiushui Street

Then embarked on the road of pformation, trying to reverse the former.

Fake distributing center

Image.

From 2006 to 2007, Xiushui Street concentrated on introducing 18 old brands such as Rui Xiang Xiang, Sheng Xifu, Nei Lian Sheng and Quanjude, and formed a 1000 square meter clothing custom area with Chinese time-honored brand, exquisite silk area.

Meanwhile, since 2006, Xiushui Street has been carrying out actions to clean up fake merchants.

Beijing Olympic Games almost achieved Xiushui Street's dream of renamed.

From the opening of the Beijing Olympic Games in August 8th to August 22nd, Xiushui Street received more than 53 customers, of whom 80% were foreign guests, and sales totaled more than 200 million yuan. Xiushui Street showed the achievements of counterfeiting and pformation in front of the world.

The latest pformation in Xiushui Street took place in April of this year. The Xiushui Street has cleared nearly 400 stalls, which account for the total 1/3 of the market, and 120 new boutiques, including apple, camel and other boutiques.

Xiushui Street's long road of 5 years' pformation is rugged. The repeated backflow of counterfeit goods and the scandals of former executives' tax evasion have brought Xiushui Street ups and downs. However, every time when the counterfeiting is a little close to success, Xiushui Street always loses all its efforts, which makes many retailers feel sorry.

Market demand for famous brand psychology

"A group of people in the consumer pursue famous brand, but the consumption ability is not enough. It is precisely the existence and cultivation of these people.

Fake brand names

"The soil of consumption," Wang Chengrong, vice president of Beijing Institute of Finance and trade management, said that under the background of increasing consumer brand awareness in China, a group of consumers pursued the "fake and shoddy" mentality.

Fake brand names

Enough market space.

In addition, improving the quality of merchants and strengthening the awareness of brand management has become a problem that operators continue to solve.

Hong Tao, director of the Institute of Business Economics of Beijing Technology and Business University, believes that at present, the quality of Xiushui Street merchants is low, and their awareness of brands is not high enough, which has led to the recurrence of the current sale.

Another industry insider said that Xiushui Street's upgrading as an early peddlers market, though many years of pformation, is still very difficult to manage.

He pointed out that, because a large number of consumers pursue fake brand names, if sales of all the merchants are cleared out of the market, sales will probably decline, resulting in the interests of the market operators and merchants, which will also cause difficulties for the complete pformation of Xiushui Street.