Don'T Let Foreign Brands Cheat Your Money, Why Do You Spoil It Too Much?

Nowadays, "brand" seems to be the pronoun of "foreign brand" in China.

This is especially true in the clothing sales market.

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Is foreign brand really worthy of our praise?

Foreign brands who refuse to apologize

Recently, the Consumers Association of Beijing has conducted random sampling of casual pants in major shopping malls of the capital.

As a result, many famous foreign brands were found to have serious problems such as false label content, formaldehyde content exceeding standard, color fastness and so on, and the failure rate was close to 40%.

Such casual pants can cause dermatitis and bacterial infections and many other diseases.

The famous Spanish brand ZARA, the British brand Marlboro and the American brand Hush Puppies are all on the list.

Xing Yunying, director of laboratory technology of the national clothing quality supervision and inspection center, said: "these items are mandatory items for testing.

These producers not only falsify raw materials, but more seriously, safety indicators are not up to national mandatory standards. "

However, it seems that the manufacturers concerned do not care about it, and Chinese consumers even ignore it.

The ZARA, a well-known Spanish casual wear brand, appeared in 1975.

Because of its fashionable design and moderate price, it is popular among Chinese young people.

Since August 2009, ZARA has been detected in China for 7 consecutive times, but every time it is silent, it does not recall any product, nor does it give any comment.

After the ZARA was identified, the global magazine reporter immediately contacted the head of the China headquarters in Shanghai. The reply was: "there is nothing to talk about."

The reporter came to the ZARA store in Xidan, Beijing, and the salesperson said it was "completely unclear" about the incident.

And a shopper is still stubbornly saying, "ZARA's quality in foreign countries is actually very good. This is a problem for Chinese factories."

As of press release, the reporter still did not get any explanation from ZARA on the matter.

Salesmen in the large shopping malls in the mainland are still selling these "famous brands".

In April 18th, reporters visited Beijing Cui Wei mall.

From the map of commodity distribution, foreign brand clothing is sold on the two and third floors, while domestic brands are hidden in the four or five floor of small passenger traffic volume.

Moreover, malls in shopping malls are full of Italy and French brands.

Reporters found that they all used English trademarks to show their "foreign flavor" and "identity".

Why do these brands sold in China do not use Chinese?

A salesperson scornfully told reporters: "this is a big brand, how can there be Chinese characters?"

Another mall employee said, "we sell clothes just to choose what customers like, and after all, famous brands attract higher income customers.

Chinese people like to buy foreign brands when they are rich.

The true level of foreign brands

Why does ZARA repeatedly "foul" but still can "capture" the hearts of Chinese consumers?

A colleague pointed out sharply: "because it has no competitors, Chinese consumers buy it account, so it does not care about quality and reputation at all."

Another industry insider said, "now many foreign brand manufacturers know China's" rules of the game "- consumers in mainland China only care about the style of clothing.

Therefore, they will spend heavily on design, production and basically hand over to the factory, or even hand over to some manual workshops, and the problem of adulteration is quite natural.

In the survey, the reporter found that ZARA went on the "low price strategy" and the procurement cost was very low, so that some garment factories that supplied it had to find ways to make up for it.

And the means of "making up" is adulteration first.

At present, the price of cotton in the mainland is about 30 thousand yuan / ton, while the price of polyester is only 10 thousand yuan / ton. So the result is: ZARA a casual trousers marked 75% cotton, 20% wool and 5% polyester, while the actual detection result is 68.2% cotton, wool content 10.6%, polyester content 15.7%, and 4% acrylic and 1.5% viscose.

Reporters also found that many shopping malls have serious problems in sampling inspection.

A wholesaler disclosed: "the sampling inspection of shopping malls is only a small part, and there is no question of basic testing.

Even if there are unqualified products, in order to retain the supply of large foreign companies, shopping malls must bite together. "

The reporter once witnessed the negotiation process of introducing a fashion dress brand in a store in a city.

In the meantime, the head of the Chinese store said that as long as the US business side is willing to enter, the products in the future can enjoy the exemption from treatment, and all other conditions can also be discussed.

One practitioner even revealed: "many foreign brands that can be seen in China are now" fake foreign devil ". They rely on large foreign companies, claiming to be their two or three line brands. Some even register abroad, and an English name becomes" a hundred years' brand abroad ".

Due to the lack of corresponding legal restrictions, the "empty shell foreign goods" made in China are increasingly appearing in the mainland market.

National brands need support

In 1994, China became the world's largest garment producer, and garment processing exports accounted for half of the world's total.

However, "Chinese creation" has never been the mainstream.

The loss of brand loss is enormous: China exports a shirt with a profit of only 30 to 40 cents, and sells 800 million shirts to return to an Airbus 380 aircraft.

In China's clothing industry, there are two typical examples of successful brands.

Lining, a sportsman, has opened his shop to Losangeles, USA, and is fighting against Nike, Adidas and other world giants.

Lining said his biggest success was to advance the brand strategy.

Li Guilian, chairman of Dayang creation group, is proud of the famous people such as Buffett.

Thanks to Buffett's favor, the sales of Genesis suits increased by 40% abroad.

Even so, in many shopping malls in the mainland, the creation suits are still arranged in an inconspicuous position, which is a foil for foreign brands.

In this regard, Li Guilian said angrily: "this is very unfair to the national clothing brand, and the well-known domestic businessmen should give our national costume brand the proper status."

What saddened Li Guilian was that some local governments did not care about national brands as much as their children did.

Many government procurement projects give priority to foreign goods, and some local officials even say, "it is better to buy expensive ones than buy the right ones."

Experts believe that the clothing and clothing of a nation have a profound influence on the formation of its national character.

At present, this situation is not changed, our national psychology will be adversely affected for a long time, and the trend of worshipping foreign affairs will continue to be rampant in Chinese society.

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In recent years, from beauty products to milk powder to brand-name clothing, the integrity scandals of foreign goods are coming one after another.

Regarding this, Cai Jiming, director of the political economics research center of Tsinghua University, believes that this is a good opportunity for us to establish national brands.

"China has been spending a lot of foreign exchange in importing high-end products, of which 2/3 is fully capable of providing domestic products. If domestic high-end products are used instead of imported products, the pulling effect on the whole GDP will be very obvious."

Sun Ruizhe, vice chairman of the China Textile Industry Association, said recently: "the next 5 to 10 years will be a critical period for China to make a comprehensive sprint from the textile giant to the textile power.

Speeding up the brand building of textile industry, increasing the contribution rate of brand and realizing the successful pformation of textile industry are the only way to achieve the goal of textile power. "

So what should Chinese consumers do on the way to achieve their goals?

Analysts believe that Chinese nationals should try to buy national brands because there are countless Chinese goods of high quality.

Why do you spoil the foreign goods too much?

Products have problems, no apology, no recall, even apology, but also lack of sincerity, even recall, not happy...

From food to clothing, from electrical appliances to automobiles, foreign brands have been arrogant in the Chinese market, which has repeatedly hurt Chinese consumers.

Why is foreign brand arrogant?

The reason is simple, because it is too popular.

Some dealers, whether they are specialty stores or large shopping malls, are only too happy to sell big international brands.

There are also some consumers, whether rich or not, as long as they can eat, wear and use foreign brand names, it seems that they will change their status and increase their value.

Foreign brands have their own market value for decades or even hundreds of years.

We can neither turn a blind eye nor worship blindly.

After more than 30 years of rapid development, a large number of Chinese brands are rising. This is an undisputed fact of the whole world.

If the Chinese do not love domestic products and blindly worship the ocean, how can our national brands go to the world?

How can we rejuvenate our nation?

Let foreign brands operate legally and earn money in China. The government should strengthen supervision, and the people should also consume rationally.