Who Did "Card Dan Ton" Provoke?

In recent years, " kaltendin "From the formal dress fine golf series, and introduced Women's wear Business strength continues to grow.

As a pathfinder of the internationalization of China's garment industry, the whole society should give more inclusiveness.

In March, "golden Dan" was shot, and CCTV and Beijing evening news were fired. It is reported that "card Dan ton" only has trademark registration in Italy, but its production and operation is only in China, not "Italy brand", but "domestic goods wrapped in foreign leather", which sells high prices and obtains "huge profits".

After such an exposure of CCTV, more media reports follow suit, and there is a feeling of beating a dog. In many reports, reporters found that these mass, financial and fashion media lack rational understanding of China's clothing industry, the growth environment of Chinese clothing brands, and the lack of rational analysis of enterprises themselves, but blindly follow suit.

Why do we need to "skin"?

In fact, in China's clothing industry, brands such as "brand Dun ton" registered abroad or brand names are not cases. Since their birth, they have been playing the banner of "international brand" and taking the middle and high-end line. Middle and high-end business Circle, facing middle and high-end consumers, appearing in high-end fashion magazines. In this way, they are completely different from other domestic brands. As time passes, the image of "international brand" is firmly planted in the clothing market.

The "card Dan ton" was born in the mid and late 90s, when the domestic middle age men's clothing brand was in the ascendant, if the new brand was hard to shake in the same battlefield and they would no doubt die, at the same time, foreign big brands had not yet entered the Chinese market. If you do not want to take the low-end route and pretend to be an international brand, it is a natural choice to position yourself above domestic brands and to become more and more wealthy and wear higher grade Chinese men. A brand registered abroad or a foreign name is not a fool for consumers, but a company's need to cater to consumers' desire to buy international brands.

The "card Dan ton" is registered in Italy and China. It is called "Italy brand" or "Chinese brand", which can be chosen according to business needs. As for its production line, it can not be the evidence of accusation in China. Now is the era of global integration. Many international famous brands' production lines are not necessarily produced in China or in China. After returning to Europe and America, they sell back to China for tens of thousands of prices. How can we judge this?

As a garment, as long as the materials are reliable and the workmanship is exquisite, there are no two kinds of production in China and in Italy. From the media coverage, consumers are just indignant because of their "bloodline" problem. The reason behind this is, of course, not the consumer's persistent pursuit of product quality, but the fascination of high-end consumer groups for foreign brands. To put it bluntly, whether it is from the perspective of consumers or department stores, it is an irrational consumption mentality that is being exploited and exploited.

We should not be blind in respect of the ocean. We should not think that "LV" should be everything. The "card Dun" people take an ocean name, at most is opportunistic, you can not buy their clothes, but can not be killed in the name of justice.

Brand has nothing to do with origin, {page_break}

I also do not agree with the "fake foreign brand". This is a distortion of the brand. Trademarks can be registered in foreign countries, but brands are not something that can be registered. This is a kind of cognition that needs to be precipitated and accumulated for many years to form. It contains many things such as quality, word-of-mouth, integrity, culture, value, connotation and so on.

Brand is a kind of evaluation and cognition made by consumers to a company and its products with excellent product quality, perfect after-sales service, good product image, beautiful cultural value, excellent management results, etc. it is a kind of trust between enterprises and managers who have invested huge manpower and material resources or even worked hard for generations to build up with consumers.

No one will say that only Italy can produce famous brand, and no one dare to say that China can not do the brand. The success of "card Dan ton", I think, can not be achieved only by a registered trademark in Italy. I think there are also many moving stories on the road of brand building.

Registered in Italy is a trademark, but in China, it is a brand. The former is probably the strategy of marketing promotion, and the latter is the means of success. More than 10 years of hardship and dedication, more than 10 years of adhering to the line of quality first, customer first, cultural dissemination and brand building may be the key to success today.

As a matter of fact, "card Dan ton" despite its brand name, its sales network throughout the country confirms its success. In many middle and high-end department stores in the country, "card Dan ton" always occupies the best and the biggest position. Obviously, only the sales department and the product quality are good enough to let the Chinese department store with bloodthirsty fate give preferential treatment to the "card Dan ton". In recent years, "card Dun ton" from the formal dress fine golf series, and the introduction of women's clothing, business strength continues to grow.

The real meaning of the brand is that there is no national boundaries, no geographical concept, nor care about where to register, where to produce, where to sell. Where the loyal consumer is, the brand is everywhere. As long as your product quality, reputation, culture, value and so on have reached a certain standard, who will pay attention to the origin?

Can't "made in China" sell high prices?

In addition, in CCTV and "Beijing Evening News" report, stressed that "the" card Dun ton "a clothing tens of thousands, belongs to the huge profits. It's funny to see such a comment. Foreign brands in China sell tens of thousands or tens of thousands of people, of course, not a huge profit, and become a huge profit for Chinese enterprises. What kind of logical thinking is this? As long as consumers recognize and have no quality problems, how much to sell is the ability of others.

"Card Dan ton" no matter from fabric, style, craft is very good, at least in the domestic market can be stable in the high-end market. Otherwise, why is it known and recognized by many high-end consumers across the country?

People wear clothes and choose clothes. There are two points of view: one is to see the famous brand effect, and the other is to pursue international brand names. Only in China did it sell well and the price doubled.

However, most people care more about the inner quality of clothing, style and so on. The classic series of "card Dan ton" is most commendable in a suit. The classic style makes the wearer more elegant and elegant through the subtle changes of the version. The fabric or the fabric is redesigned in the traditional elegance through the designer's recomposition. The shirt also deduces a variety of changes in the pure color and the stripes with the essence of pure cotton fabric. The different styles of collar, cuffs and buttons are the classic works of fashion, and the silk neckties of various colors play a role of icing on the cake. It is easy to see that "card Dun ton" has won people's favor and recognition for its unique design style and exquisite fabric style for many years.

A truly internationalized brand, a brand that truly stands in the high-end market, is not a so-called "foreign trademark" or "national brand" can be established, more because of its intrinsic "luxury" quality guarantee.

Is it just a "exposure"?

For me, the surprise is not the true face of "card Dan ton". It is CCTV and other media that have not yet known the real identity of "card Dan ton" until now.

At the 3 / 15 evening, two brands were "exposed": one is the "men's brand" represented by the southern region -- "the brand"; the other is the "women's clothing brand" represented by the northern region.

From the "exposure" to the present, analyzing the whole process of the incident, I think 3. 15 to the "card Dan ton" brand wearing this hat is a bit too unexpected. If the consumer sees such a report, it must be a loud denunciation. Everyone seems to be able to smell something wrong. It is not only an "exposure" event, but also a carefully planned "reporting event".

"Card Dun ton" is a high-end men's wear brand in the men's clothing industry in the southern region. Nobody else knows it, but another reported "Mentougou" is registered in a mountain village in Mentougou, Beijing. It has not heard of a small regional brand of women's clothing.

A comparison of the scale of more than 500 stores and a dozen stores in the whole country shows that the poor quality of the women's clothing and the processing of OEM without a certificate can create a confusing illusion, which makes people think that "brand Dun ton" is also the same brand as "gilluozi". The same products make consumers think that they are also inferior goods and counterfeit foreign goods.

This is like a way that some interest groups take to attack their opponents to elevate themselves. It is a commercial act of unfair competition. It is using CCTV, a media brand recognized by millions of people, to fight against competitors in the industry. We have reason to suppose that this may be an international brand's "marketing strategy", or some media coercion a means of advertising.

Those who plan all these things are actually letting everyone agree that "foreign brands are real brands, only valuable brands. Domestic brands are low-grade goods and low priced goods."

And CCTV, the Beijing evening news and the media that follow suit may become Gunners used by others.

Give China brand more tolerance {page_break}

Here, we have to ask ourselves, what is the behavior of CCTV? Why do the Japanese and Koreans take the initiative to boycott foreign goods and develop national brands? They have succeeded in developing international brands such as TOYOTA and Samsung, and have a look at what our people are doing.

The Chinese people are talking about, pursuing, importing and importing, which is an honor. If I say that the quality of products imported from other industries is better than that of China, I do not deny it or not. But in the clothing industry, I am sure that China's clothing production technology is world-class. 80% of the world's clothing is made in China. Why can't we go out? China's clothing brand lacks a good social atmosphere and comprehensive nutrition is not enough.

In the past ten years, "card Denton" has created a miracle of Chinese clothing industry. "The brand of the brand" is not only a commodity, it is not only the exquisite quality, but also attached to the art life of "the card Dun ton", the value of recognition is attached to the dress culture contained in every "card Denton" costume, and the sense of social value of the "card Denton" of the people is also attached to the brand culture of the "dress" of the "brand" of the "".

The reason why Chinese people do not suspect and counterfeit foreign brands is not how good their products are, but the accumulation of its brand culture. They transmit information with brands, and convey the consumption ideas and values with the invisible hand of the brand. "Card Dan ton" has already begun to have the embryonic form of international brand, has accumulated a lot of unique culture, drew on the foreign idea, has applied the overseas wisdom, thus has created "the card Dan ton" the brand.

Only if every brand constantly improves and accumulates its own brand culture, can our national enterprises and national brands revive. For China's clothing industry to build bricks and mortar, let more domestic garment enterprises embark on the road of international branding, let the Chinese people more support the so-called "wear the skin" of the domestic excellent clothing enterprises truly embark on the international road, create Chinese brand, proud of the Chinese origin, let "card Dun ton" become the Chinese clothing industry international brand Pathfinder, therefore, we should give more tolerance to it.

"Carl Dan ton" is not the only "Chinese corporate foreign brand", but it may be the best one, and the gun is out of the way. For brands like "card Dan ton", should the whole society be more tolerant? There is a good saying: "existence is reasonable", and the quality of "card Dan ton" should be allowed to be judged by the market rather than by the media.

Of course, in this "storm", "card Dan ton" also must learn to use the strength of the nation to develop and expand the brand, from a "veiled" "card Dan ton" to a sunny "card Dan ton".

"Machine" is greater than "danger".

"This time it will bring a little negative impact on our brand, but in general it is a good thing." Liu Dan, assistant general manager of "card Dan ton", said in an interview with reporters.

He told reporters, "crises, crises, dangers and opportunities. For companies, this event can be called "machine" greater than "danger". First of all, through the media coverage, more consumers know our brand, at the same time, this also provides us with a chance to thoroughly reflect on the rapid development.

According to Liu Dan, recent figures show that the company's sales have not been affected by this incident, but it has increased considerably over the same period in previous years. In addition, the first-line shopping malls and brand customers in the first tier cities of the brand have expressed their understanding of the matter and still support the brand development. Meanwhile, the staff and suppliers of the company are more united and cohesive.

After being exposed by the media, many state departments such as the national tax administration, industry and commerce, quality inspection and so on made a thorough examination of the production and operation of the "card Dan ton". The results showed that there was no irregularities in the operation. This thorough examination has also restored a real "card Dan ton" to consumers and the public.

"Of course, this incident also exposes some problems existing in the development process of the company. We are also reviewing and reflecting." Liu Dan said.

Liu Dan said that the company will develop more stringent standards of quality, management, operation, promotion, public relations and so on, so that consumers, shopping malls, the public and the media will see a more transparent "card Dan ton".

Recently, "card Dan ton" accelerated the pace of internationalization and public.

In terms of internationalization, a few years ago, "card Dun ton" hired an international fashion designer and store design team and an international management team. Future Ltd will further establish the design studio and raw materials procurement in Italy, and close contact with the international fashion trend. At the same time, the company has acted as the third largest business brand in Italy, Corneliani (corneliani). Through the acting of international brands, the company has further learned the experience of international brand operation.

In the next few years, "card Dan ton" also plans to enter the four fashion week of Paris, Milan, London and New York, conveying fashion from the East and establishing an international image. At the same time, plans to open shops abroad will be implemented.

In terms of publicity, "card Dan ton" has been advertising in some domestic and foreign media.

"Now, some big international brands such as Zegna and Armani have been processed in China, and their products are more integrated into Chinese elements. The quality of" made in China "and Chinese culture are gradually recognized by the world. In the future, as long as we further enhance our design, brand marketing and communication, we believe that the dream of China's clothing brand going to the world is sure to be realized as soon as possible, and I hope that "card Danton" can become a pioneer. Liu Dan finally said.