Shoes And Clothing Market, English Brand Occupies Half Of The &Nbsp; Lack Of Credibility Is Difficult For Consumers.

At present, shoes and clothing

"We are the Italy brand."

"Where is it produced?" "the place of origin is in Guangzhou, but is designed by the Italy designer, the fabric is also."

This is a recent dialogue between Beijing Zhongyou department store and sales staff.

In the face of more and more brand names in the shoe and clothing market, many consumers will get similar answers when asking questions.

However, an industry insider in Beijing clothing industry told reporters that the production, design, management and marketing of this English brand are all in China, but only a small sum of money has been registered in foreign countries.

At present, the English brand of shoes and clothing market occupies at least half of the country.

In recent years, reporters visited Zhongyou department store, top grade discount, shopping mall and many other department stores, and found that Chinese brand shoes and clothes were quite few.

English brands flooded the market.

"AESTILO", "CI.PRES", "DUN-LOP", "FAILIHU", "JASONWOOD", "WNZCIN", "QPINUB", "ORV-ZLIE"...

Even in this way, even the English brands that do not know how to spell are everywhere in the shopping malls, especially at the expensive shoe and clothing counters.

On top grade discounts, "HIDOC" is launching 80 percent off promotions for spring wear, and the price of 1000 t shirts is only 200 yuan.

At the same time, there are also English brands such as "LEECOOPER" and "UCLA".

Through the top grade discount official website, the reporter roughly calculated that only more than 150 brands of shoes and clothing with the English alphabet as brand name accounted for 1/3 of the brand they sell.

Similarly, 30 of the more than 100 brands sold in Zhongyou department store are trademarks of pure English letters, and more are brand names of English letters and Chinese characters.

The phenomenon that shoes and clothing brands take foreign names is constantly emerging.

According to the recent trademark preliminary notice issued by the State Trademark Office, in the initial trademark of the twenty-fifth category (shoes and garments), there are forty or fifty trademarks in each trade name, and all of them are more than trademark names, all of which are intended to be registered trademarks of Chinese characters.

Expensive, hard to come by

The reporter found that compared with pure Chinese characters as brand shoes and clothing brands, the brand names of shoes and garments in English trademarks are very high.

For example, the T-shirt price tag is 369 yuan, and the "WRC" brand T-shirt is 699 yuan, and the "BosaMagine" is nearly 1000 yuan.

However, when the sale is discounted, the price of these brands is less than 100 yuan.

So, are these highly priced English brands foreign brands? Reporters recently visited several 20 English brand salesmen in several shopping malls, and they asked about brand origin except for "OBEG", which means Hongkong brand. All the other brands are foreign brands.

France, Italy, Britain, Korea, Japan...

It can be said that the wind is strong.

However, when the reporters scrutinize the brand tag, it is found that besides the origin of "REVEEVON" in Korea, most of the other brands are located in Shenzhen, Guangzhou and other places.

In the "GIVHSHYH" counters, when asked about brand names, the shopping guide is French brand, and its origin is in Xiamen.

Later, when searching for the official website of the brand, reporters searched only a Chinese official website without corresponding official website.

In the sale of "LAFITEFRANCE" on top grade, it is easy for consumers to think of the French brand when they see the English brand name. But on the Chinese trademark online enquiry, it is found that the registrant is known as the French emperor Chun International Group Limited, the registrant's address is registered in Hongkong, and its contact address is in Xidan, Beijing.

This brand, which is known as a French brand, can not find a foreign official website, nor can Chinese websites be opened.

Similarly, Mark Ed Faye's "FAIRWHALE" brand promoted in Zhongyou department store is easy to generate associations.

Reporters interviewed several consumers randomly, and no one interviewed was classified as a Chinese brand by Mark Ed Faye.

Such a foreign brand name, plus the description of "landing China" and "Mark Ed Faye family", is easy to make people feel that this is a foreign brand with history.

The fact is that the name comes from the artistic director of English name MARKCHEUNG, whose Chinese name is Zhang Zhaoda, and is a genuine Chinese designer. The clothing brand is an original brand of one hundred percent China.

The reporter understands that there are mainly three kinds of foreign famous brand clothing in the market: one is authentic foreign brands; the other second is the cooperation between foreign brands and domestic enterprises in China's OEM production. Its technology, fabric and design are strictly in accordance with the requirements of the brand specification. There is also a fake foreign brand whose design, production and sales are all in China, but only a registered foreign trademark is registered. This fake foreign brand clothing is selling well in all high-end department stores, accounting for 1/3 of the market, and most of the clothing brands in the shopping mall are brand of this type.

Lack of credibility, hard to retain consumers

Why is the fake brand shoes and clothes that are well known in the industry to enter the major shopping malls? For this, a well-known high-end department store manager admits: "in the past, the choice of brand was very important to the place of registration, but with the high import tariff, the high price of clothing was not good, but now when importing the brand, it pays more attention to fabric and design.

We all know the background of these brands, but whether they are registered in China or registered abroad, we welcome them as long as the design and quality are good and the grades are in line with the location of the shopping malls.

In recent years, the design and quality of garment enterprises in China is no worse than international brands.

What do consumers think of it? When they know that domestic clothing is selling abroad, many consumers think that it is a foreign brand to deceive Chinese consumers.

Consumers, Miss Deng told reporters that to buy clothes at department stores, although the price is quite expensive, but feel that the international brand, wearing a look of grade, so still willing to pay to buy.

But if it's a new brand in China, the price is too high.

Weng Xiangdong, a famous brand practical expert, said in an interview with reporters that domestic brands were registered abroad, which is a marketing strategy for manufacturers.

Although there seems to be a suspicion of deceiving consumers on the surface, it is not illegal in the law.

However, the attempt to change the brand name to a foreign flavor is only a short-term pursuit of interest, which will eventually be rejected by the market.

In Weng Xiangdong's view, the domestic clothing enterprises must create a brand, not by simply registering an English name brand.

If consumers are mistaken for foreign brands to promote sales, they are actually taking the business integrity as the price.

Once it is perceived by consumers, it will eventually be rejected by consumers.

Weng Xiangdong said that the domestic clothing enterprises must learn from the European and American design concepts and brand operation experience conscientiously, and cultivate the loyalty of consumers.