What To Save You -- Clothing Quality

　　 Among the 50 customers surveyed, whether they are customers of Wangfujing department stores, Yansha shopping malls, new world department stores, and their friends, or customers of people's shopping centers such as Auchan, Wuming, and Yi made, "consumption insecurity" has become the main voice. 38% of the customers believe that there is no consumption safety. 32% of consumers believe that consumer brands are more reliable; 30% of consumers believe that consumption of international brands is relatively safe.

32% of the customers are mainly middle income. Their consumption is mainly for the first and second tier brands in the country. They feel more about the quality of their products in personal experience or family consumption, and the recent frequent events of clothing brand quality make them feel increasingly unsafe. Mr. Liu, who works in Yanshan Petrochemical Company, said: "we feel that famous brands and international brands have quality assurance, but they can not afford to spend, and they can make you feel unsafe if you can afford them. This is our consumption situation. The best way is to save enough money to buy famous brand.

Buying brand names can be achieved. consumption Is it safe? 38% of the customers give the answer is negative. Most of these customers are white collar workers. Mr. Wang and his wife, who are civil servants, say: "HUGO BOSS, D&G, TOMMYHILFIGER There are quality problems. Who else can you trust? You really want to consume safety unless you manufacture it. "

What do we do to retain customers?

2010 can be said to be the year of quality supervision. Taking Beijing as the source, most of the provincial cities in the country have burst out of the clothing quality gate. The topic of the three level of leisure wear in Guangzhou has not yet been launched. The 109 batch of casual wear in Guangzhou's spot checks has exceeded the rate of 30%. Some famous brands including Newbalance, Tony Will, XTEP (01368), love and so on are all on the list. Recently, the Shanghai industrial and Commercial Bureau found out 21 batches of substandard products, accounting for nearly 1/3 of the total spot checks.

It is worth mentioning that the brand developed by the industrial and Commercial Department of Yangzhou development zone is worth mentioning. Clothing quality Among the 5 batch of famous brand casual wear, 4 batches were judged to be unqualified. The unqualified items mainly included fiber content, pH value, moisture fastness and color fastness to acid and alkali.

It is reported that the pH value (acid-base) exceeding the standard of clothing is the core issue. The standard requirement pH value is between 4.0-7.5. What is the value of pH exceeding the standard? It will destroy the protective layer of the weak acid substance on the surface of human skin. Excessive PH will destroy the balance and resistance of the skin, induce inflammation, induce infection, damage the sweat gland system and nervous system of the human body, and make the skin invaded by other pathogens. PH is too high or too low to irritate the skin. Some of the unqualified products in this survey were pH with a value of 9.1.

Under the frequent impact of the "quality gate" of clothing, 10% of the customers in the survey indicated that the discount on the two sections and the various discounts was less than the impulse in previous years. Ms. Wang, who lives in Fuli City, Chaoyang District, said: "before the feeling of pure cotton clothing is better, environmental protection, pro clothing, but now found that the more pure cotton products may bring more harm to formaldehyde. I am now quite against the sale of pure cotton, but is there a lot of potential problems in real silk? Ms. Wang did not sweep the goods in pairs this year, but chose to shop rationally. "In previous years, I would buy a pile of clothes for my relatives and friends as gifts. Now the quality of clothing is so much that I can only choose something else." Ms. Wang said.

Miss Liu chose to go to Hongkong every year to sweep the goods and pick out a batch of clothes for her close friends, but this year she did not go to eleven. "On the one hand, some brands in Hongkong can be bought at home, but on the other hand, the quality of international brands is no more than that. Since you can't give your friends the surprise they deserve... "

Miss Wang and Miss Zhang's feedback are more representative, especially Miss Zhang's feedback is quite profound. In their comments, we will find that the frequent influence of clothing quality is not only the consumer's passion for consumption, but also the customers' fascination and confidence in famous brands and big brands. This is like stripping off the gorgeous clothes of movie stars, and seeing their lazy and decadent life, which brings both reputation and development risks equally.

When "famous brand" becomes myth

Miss Li, a university student, accounts for 30% of the research. She first talked about the price issue. She said, "I am used to buying YISHION, YISHION is of good quality, but the price is increasing year by year. Strangely, the price has increased, and the quality of the products has decreased." In the past, YISHION's zippers were mostly made of copper, often worn and zippered. But now, the price of a garment has increased by 10% compared with the same period last year, but the zipper has become plastic, and it can't wear it in March, and the zipper is broken.

Mr. Wang is a long-term consumer of Jack Jones. He said: "in recent years, Jack Jones has not made great breakthroughs in design. The quality is generally, especially the jeans, which are shorter than those of other jeans, and often wear out in a few months." Mr. Wang told reporters to see a pair of jeans on his body. Because of his long trousers, his left and right trouser legs had been folded up on the outside, and a layer of folding, especially the back heel, had been damaged. Mr. Wang told reporters to look at the back pocket of the jeans. They had worn out in the position of the fixed wallet, and could see the wallet color in the pocket. "Of course, this pair of trousers has lasted for a long time, but it will take six months to add up." Mr. Wang also mentioned the rising price problem of Jack Jones. He thought that a famous brand could not care about the quality, which was similar to the emperor's new clothes and could only deceive himself at last.

Miss Zhang is the VIP customer of CACHE, a Korean clothing brand. Over the years, she has consumed more than 50 clothes of CACHE. "I call CACHE a one-time wedding dress. I can't wear two water to make old clothes. The old is so obvious that wearing clothes for three months is like wearing three years. But the clothes are not damaged. They are not worn. They are not worn. They are really headache. Since CACHE's clothes are so poor, why is Ms. Zhang still keen on consumption? Miss Zhang admitted that the price is low and the replacement rate is high. At the same time, she also raised the question: "is CACHE doing this to help customers improve the elimination rate of clothes?" but is it reasonable to do so?

Miss Wang simply called the famous brand as the accumulation of advertisements. "I don't trust the famous brand. Is the name brand detected by the brand? What is the brand? Where is the bottom line of the safety consumption? How can the credibility of the famous brand be reflected? Solve the above problems and talk about the brand name better."

When brand names are questioned, what is the effect of our brand names? Fortunately, this is only a minority view. Once such a view is widespread, what kind of impact will it bring to the brand market that has always been dominated by certain effects? Brands should be vigilant.

The natural turn of "brand" to "quality" {page_break}

From ancient times to the present, Chinese people are fastidious about "fame and fame", Yang name is the premise of the inheritance of fame. The classic character of the brand inherits this spirit. The word is composed of three words, meaning word of mouth. From mouth to mouth, Fang can become a signboard.

For the spread of products, most enterprises first choose wide and informed, that is, the initiative to disseminate, 15 years ago, the clothing people rely on the explosion of money, who has a burst of money, who is the object of "market" worship; 10 years ago, the clothing people rely on the voice of the spokesperson, just to cater for the "sea" climax, see the spokesperson is like to see whose small Treasuries, "ooh, mama! Wrist!" in the people's choice orientation, brand merchants flocking to celebrities close to; 5 years ago, the costumes saw the charm of CCTV advertising, so tens of millions, tens of millions of hit a large number of famous brands. One of the representatives is Jin Liu Fu, one of its slogans - "Jinliufu, the Chinese people's wine!" with the tradition of Chinese people and the "fortune culture" respected by the Chinese people, it has been popular all over the world. In addition, there are brain platinum, which caters to the needs of the masses, and is the leader of "CCTV". Of course, there are many clothing brands. Now, what is the change in the mode or path of the current product?

Through this survey, we clearly feel that the customer consumption market has been in short supply from 20 years ago. The rough development has been gradually tilted from the famous brand effect of Dalian's lock type 15 years ago, and transformed into a consumption situation dominated by brand 10 years ago. Now, with the huge enrichment of brand and material, the consumption of customers has become increasingly rational, just like spoiled children, a little discomfort will lose their eyes, lose loyalty and consume energy. Customers are concerned not only with the media exposure of a certain brand, but also with the added value and quality of the brand. This is also the reason why the trend of quality is frequent. The government is bound to give full support to people's concerns.

In fact, the frequent occurrence of quality doors is not a bad thing. It makes the brand that has always been hot headed and desperately moving forward to stop and think about the essence of development. Thinking after experiencing the rapid development of the market, what should we do in the face of the steady improvement of the market? Through this survey, we can see that the development of "brand" to "quality" is inevitable. This is the demand of customers, the demand of brand growth, and the demand of the market and the demand of a hundred years.