The Clothing Brand "Pan Internationalization" &Nbsp; The Foreign Gimmick Lets The Consumer Be Injured Very Much.

From Shanghai

Recently, the reporter visited Zhengzhou clothing.

Shop name "Chongyang" brand clothing tends to be in the crowd.

At 11 a.m. on December 19, 2010, the reporter visited the two floor of Jin Bo Tai Road, West Taikang Road, Zhengzhou, and found that he left to the east from the E LAND clothing store on the two floor elevator entrance. Nearly ten clothing shops on both sides of the two floor were in English from store LOGO to product logo, but only the "Chinese word" of "Lei Sha" in the bottom of the east side of the shopping mall.

"ROME is a brand from Korea. Its popularity is among the top five in the Korean lady's dress. It has no Chinese name and how to identify Chinese. You can see that the nearby stores are not the same as KOOKAI, PRICH, DAZZLE and so on. It's fashionable now."

Asked why the clothing store only used English logo, ROME clothing store salesman told reporters that this is more fashionable and better able to cater to consumers' "worshipping the world" consumer psychology.

"Nowadays consumers, especially young consumers, like foreign brands, which are of good quality and new styles.

The ROME clothing consumer group is locked in between 20 and 30 years old.

Therefore, English names are also more popular, which can make young and fashionable consumers more acceptable and enhance their image and status in their minds.

However, since it is a foreign brand, when the reporter asked whether the clothing origin was from South Korea, or whether all of the clothes were imported by one hundred percent, the salesman seemed to be at a loss as to what to do, but the clothing manufacturer was in Shanghai, but the whole fabric was the top quality fabric imported from Korea.

Similar to the ROME brand, the reporter realized that most of the brand clothes in the mall were marked in English, though most of the brands were from the fashion and fashion capital of France, such as Paris, Italy, Holland and so on, but their manufacturing enterprises were all in mainland China.

For example, the mainstream fashion brands LYDS and MO&CO, flaunting youth, bright, personality and fashion, are from Paris. Their manufacturing enterprises are in Guangzhou; the famous brand E LAND from South Korea and its many famous brands, such as EBLIN, SCAT, PRICH and so on, are all from Shanghai and so on.

Subsequently, the reporter conducted a thorough investigation of the clothing store on the two floor of the whole shopping mall. It found that nearly two hundred shops were located in the floor, almost all of them were marked in English, and only a few of them were "AIMER", "LYDS" and "BASIC HOUSE".

More amazing is that in the two floor of the mall, the southeast corner of the shopping mall lingerie area, more than ten shops only "WACOAL" in its posters on the bottom right corner of the "Wacoal" Chinese words, and "EBLIN", "TRIUMPH" and other shops are all English signs.

"In fact, our brands used to be the same as them, and the Chinese characters on this poster are new."

WACOAL store manager Sun Xiao Ti said that the underwear brand came from Japan, but the production enterprises in Guangzhou some time ago due to the "Diaoyu Island collision" incident Sino Japanese relations are relatively tense, Chinese consumers boycott Japanese goods seriously, in order to increase sales volume, only put the Chinese characters on the advertising posters, in order to reduce the consumer's psychological conflict.

However, there is still no Chinese annotation on brand LOGO.

"In fact, whether it is brand LOGO or product publicity, it is no longer a novelty to use a foreign logo, but it is mostly combined with Chinese and foreign languages, but now it is gradually changing to the direction of foreign languages."

Asking for reasons, Sun Shop chief explained further: "it is mainly the arrangement of the headquarters of the clothing brand, as a matter of how the agent headquarters must do it, especially the product promotion. We have no autonomy.

Of course, there are also some reasons in the shopping malls, some shopping malls in the process of business investment, the first choice is foreign brands, local brands have relatively many disadvantages, so the status quo of the entire shopping mall is mainly based on foreign brands, so in propaganda, foreign languages are relatively common.

No pitional gimmick makes consumers hurt.

"It is hard to accept that there is no excessive language, and that is to say" change ".

Besides, no matter your foreign brand or domestic brand, since it is sold in China, we must respect our native language and respect our traditions.

I do not agree with such a practice of worshipping foreigners, especially when some domestic brands do so. They are incomprehensible and unforgivable.

19 at 12 a.m., the reporter interviewed a Geng surname consumer in DAZZLE store.

Speaking of the name of clothing shop logo "outside culture", Ms. Geng expressed no understanding.

According to Ms. Geng, she works in the successful college of Henan University of Economics and Law. In view of her professional nature, she usually chooses two brands when she buys clothes. Foreign brands choose Italy brand "DAZZLE", and the domestic brand of Nanjing chooses "strong grass".

"But in September last year, when I went to buy the autumn clothes in the" strong grass "shop in the third floor of Huayuan Road new business, I suddenly found that the shop was not found. The word" strong grass "was replaced by a very striking English" V GRASS "on the door of the original shop. I thought it was the wrong place to go, but I knew the shopkeeper that the style of the clothes was still the style of" strong grass ".

Then I went in to ask about it, and I knew that they had changed their names, but there was no pitional language, which made me feel very uncomfortable.

Ms. Geng said, "shopping is the nature of women. I used to feel physical labor before going shopping, but now I am working in my brain, because I am puzzled by the English in full play, especially when there is no Chinese annotation, and I have to spell it with one letter and one letter before I understand it again.

This feeling is very tired, so now I go shopping to go to stores like myself, which are familiar with DAZZLE.

"These English names without Chinese instructions are not only invisible to people, but they do not conform to the relevant regulations of the state," he said.

On the third floor of the Parkson clothing store, the reporters also found the same phenomenon. Most of the clothing stores in the middle and old age brands also used the foreign language as shop names, while the shoppers, Zhang uncle and Ms. Geng felt quite similar.

"This way makes me feel very uncomfortable. I think of the cultural tyranny of enslavement education when Japan invaded China.

In fact, this practice is personally considered to be a cultural invasion in disguised form to China. I hope the relevant departments will be aware of the seriousness of the problem and make timely management.

In the face of the reporter's interview, Uncle Zhang said very seriously.

Subsequently, a random sampling survey was conducted on the two and third floors of the Parkson clothing store. The survey showed that nearly 6 of the consumers indicated that the clothing store was all marked in foreign languages. This was unreasonable. 3 of the consumers said they only paid attention to the fabric and style of the clothing, and what kind of way to name it "no matter what"; 1 of the consumers said it was a good performance of the internationalization of clothing and the world.

Experts speculate that brand name change is a financial crisis.

"Strictly speaking, this practice is not advisable, because it not only violates the regulations on the registration of enterprise name registration, but also does not conform to the relevant provisions of the State concerning the use of language and characters.

For example, if a shop name is used in English, it must be tagged at the same time with Chinese name.

Fan Fengyun, chairman of Zhengzhou Pan American Fashion Co., Ltd., explained to reporters in a telephone interview, but since 2009, the phenomenon of "universal internationalization" of clothing brands has become more and more serious. Using foreign language to make brand names is only one aspect of performance.

Fan Feng Yun said that the clothing industry is one of the most influential industries in China, which is affected by the financial crisis. Many domestic and foreign garment enterprises are exported to domestic market, which is a big impact on domestic garment enterprises. Therefore, the appearance of "Chongyang" and "loading the ocean" by garment enterprises is also a means for them to participate in competition.

Coupled with the consumption psychology of some domestic consumers who are "worshiping foreigners", in the increasingly fierce competition, many companies are playing the signs and competing.

"However, we know that we should grasp a" degree "and do too much to do anything. Like this" foreign gimmick "and" foreign signboard "have become increasingly popular to arouse consumers' psychological conflict, clothing enterprises and relevant management departments should attach great importance to it.

Fan Fengyun finally said that if this situation is not given timely treatment, it may have a negative impact on the entire garment industry.