Advocating Foreign Brands Becomes The Fixed Thinking Of Garment Consumers

　　 consumer In advocating foreign brands, businesses can only appeal to their preferences. Made in China“ Foreign brands ” clothing The problem is that after the exposure of the "March 15" party on TV, Shenzhen's garment industry, which is famous for women's clothing, has a tendency of "rain is coming and wind is blowing all over the building". Many consumers do not forget to ask, "Is your brand fake?", made in China The "foreign brand" of the company is only registered abroad, and its production, operation and sales are mostly in China, which is not illegal from the legal point of view. Should consumers change their inherent views on domestic brands when they are crusading against "foreign brands" made in China that are suspected of cheating? And should garment manufacturers also change their business philosophy, and change the consumption concept of Chinese people from "worshiping foreign brands" to "building well-known private enterprise brands"?

　　 Advocating foreign brands is the fixed thinking of consumption

Miss Jin, who lives in Luohu, has been paying attention to the registration place and specific production place of clothes since she read the report of "foreign brand" clothes. She found that many "foreign brands" that seemed to have the meaning of foreign brands were mostly registered in Italy, Spain and France. But as far as she knows, many foreign brand clothing production and sales locations are in China, and there is no shop abroad. That is to say, after the enterprises producing these clothes registered their trademarks abroad, although their production and operation were all completed in a single process at home, they were labeled as foreign products and became well-known international brands, which is a triple jump in price. For clothing products of the same grade, "foreign brands" made in China are at least 30% more expensive than domestic brands. "Just registering abroad and adding a foreign name can raise prices so much. Is it suspected of cheating consumers?"

Recently, I visited the MIXC, KKMALL and other large malls for research, and found that most of the information reflected by consumers is true. At present, the foreign brand clothing sold in the Shenzhen market is one of the authentic foreign brands "Genzheng Miaohong". Some are directly imported from abroad, and some are processed and sold in China according to the design provided by foreign designers and the imported fabrics. In addition, there is also a kind of foreign brands that are completely authentic domestic products. They are operated by domestic clothing enterprises. The design, production, publicity and marketing channels are all carried out in China. However, the brand is registered in foreign countries, and the selected graphic models are also very international, and they are neighbors with international first-line brands at the cost of rent, It makes people feel that the brand is very high-end.

The merchants engaged in the clothing industry feel aggrieved by the doubts of consumers. A domestic "foreign brand" sales director who did not want to be named said that they had never concealed anything from the public from design to sales. The practice of clothing enterprises taking "birth paper" abroad in order to attract audiences is just a clever marketing technique, which is no different from the business strategies of sales promotion, buy one get one free and so on. "I admit that the appearance of foreign brands will greatly benefit the price and sales of clothes. But have consumers ever thought that this is a helpless way to satisfy their desire to buy foreign brands and enjoy superior consumption experience? If I label these clothes with domestic brands, they will not even have the interest to shop, let alone take the high-end route. Many times, consumers accuse us of cheating them, but have they ever thought that this is caused by their immature consumption habits? "

　　 Building a famous brand is the key to getting out of the strange circle

In the face of mutual criticism from consumers and clothing merchants, Liu Botao, a domestic marketing expert and deputy editor in chief of New Marketing magazine, believes that the fake foreign brands are not only in the clothing field, but also in furniture, cosmetics flooring, and even dairy products. For example, after the European Classic flooring event in the early years was exposed on the March 15 evening party, the floor almost disappeared. In the final analysis, "foreign brand puppet army" and "fake foreign brand" are social phenomena, and people have doubts about the quality supervision of domestic products, thus they have a sense of trust in foreign brands. If the government's quality supervision on local enterprises is not enough, batch after batch of fake foreign brands will continue to survive. Demand determines consumption, and consumption leads to production, which is the basic law of supply and demand. As long as the quality of fake foreign brands and A-goods is excellent, they will have a wide living space in the society, and can not be eliminated in a short time. They can only rely on government actions. "This is not to encourage the existence of fake foreign brands. To eradicate it, the government can only rely on continuous exposure and scrutiny, but at the same time, it will have a serious blow to China's clothing industry, so it is a dilemma."

A senior manager of Maoye Department Store said that in addition to effective government supervision, enterprises producing foreign brands should also consider building their own well-known brands. "If you want to get out of this strange circle, don't always think about" being close to the famous brand ", but always remind yourself to" create the famous brand ". Now many foreign first-class brands have come in, which makes people dazzled. In fact, it is a devastating blow to domestic foreign brands. Now the domestic clothing market is very competitive in high-end price, and many businesses often raise prices irregularly. It may be that he dares to sell it for 700 yuan at the cost of 100 yuan, giving the public the image of profiteering. In fact, it can occupy its own high-end market with a reasonable price of 400 yuan. Domestic brands are not unpopular, but have too few choices and too short-sighted business vision. Rather than continue to 'sell dog meat on the head of sheep', garment enterprises should actively create well-known private brands. In my opinion, the vitality of the latter is much stronger than the former. "