Valentino: Chinese Brand Of International Brand

Since the discovery of the mother in the cell building carrying LV's handbag to buy vegetables, Dangdang joint CEO Yu Yu has never used LV (Louis Weedon)'s handbag.

Like Yu Yu, many LV enthusiasts did not expect to become a LV abandonment.

In a flash, from worship to indifference, LV encountered unprecedented Chinese problems.

In April 18, 2006, a court decision ended the sale of counterfeit products in Xiushui Street market for more than ten years.

The court decided that the Xiushui Street market and 5 fake merchants will jointly compensate for the five major brands of LV, GUCCI, PRADA, BURBERRY and CHANEL, each with 20 thousand yuan.

After the event of the European Code (CCTV 3. 15) revealed that the headquarters of the European Union did not exist in Germany, the call for brand rights protection was unprecedented.

At this time, after experiencing unbearable counterfeiting experience, foreign brands finally took the sword of safeguarding rights, and Jianfeng pointed to China's huge counterfeiting industry chain.

What is surprising is that in the counterfeiting of foreign brands, only Valentino has been left alone.

In a survey, there were more than 200 trademarks similar to Valentino.

Although Valentino was the worst in China, Valentino was silent in this exciting moment.

What is the reason why Valentino chose to give up?

In April 20th, he called the Zhejiang BABEI group, Guangzhou Cui Ying garment and Guangzhou shoe industry, but surprisingly, they refused to interview without exception.

These three companies are China's general agents for Valentino men's ties, underwear series and footwear products respectively.

In the face of doubt, they chose collective silence.

Is it true that the original sin of luxury is not acclimatized to it, or is management negligence causing vicious multiplication, or is it just a tactic that Valentino is knocking on the country?

After many twists and turns, after many surveys and visits, we tried to crack the plot of foreign luxury goods entering China.

On the global scale, the Valentino brand is divided into three parts: three, the first generation is the Valentino family's third generation successor, Vincenzo Valentino has the exclusive right to use Valentino (Valentino) in leather shoes and leather products.

In 2003, Vincenzo Valentino signed an agreement with Guangzhou Shoe Co., Ltd. to authorize its exclusive sales of Valentino footwear products in China. The latter set up a subsidiary company called "Guangzhou city's Valentine's Shoes Co., Ltd.".

In September 2004, Vincenzo held a press conference in the Great Hall of the people to inform the media of unauthorized counterfeit products.

"Two" is the "GiovaniValentino" brand named "Valentino", which is named by Valentino, the brother of Vincenzo.

In 1997, the Chinese market was tested in water. In April 21, 2002, Guangzhou Cui Ying Garments Co., Ltd. officially authorized the general agent of its underwear series (men's underwear, home wear, bra, socks) in the mainland of China, but withdrew from the Chinese market in 2003.

Valentino Garavani three is a famous designer in Italy who owns Valentino (Valentino) trademark on clothing products.

In 1993, a large clothing exhibition was held in Beijing, and then never stepped into China again.

In 2004, it signed an agreement with BABEI group of China to authorize it to be the general agent of Valentino brand men's wear and tie series in China.

In the global fashion industry, Valentino is still an extremely luxurious brand. It belongs to only a few people. Its high price and unique creative design make it a fashionable emperor.

Whether Vincenzo, Giovani brothers or Garavani are carefully maintaining the brand glory of Valentino, even so, they still experience an unprecedented embarrassment in China: in China, "Valentino" has become the most popular brand of farmers.

They found that China is full of "Valentino" shadow, whether in Beijing Xiushui Street, Shanghai Xiangyang Road, Guangzhou Baima clothing city, Shenzhen Luohu commercial city, Wuhan Hanzheng Street or in Yiwu clothing wholesale market, Valentino is sold and sold at any price.

What makes them sad is that the trademark "Valentino" is as high as more than 160.

At the same time, Valentino's self mining trap is getting deeper and deeper.

Although the three sides signed the gentlemen's agreement, the three carriages, and all the different ways to sing the tune, the well water did not attack the river. However, this mentality of "everyone was sweeping the snow before their own door" made them vulnerable to such a counterfeiting army as the mountain and flood.

In 2003, on the eve of the global luxury market in China, Giovani Valentino, who had been fighting for 7 years in the Chinese market, chose to leave quietly. In this case, he recalled his original determination and passion, and Giovani's heart was inevitably dejected.

Perhaps in his mind, the Chinese market is a lingering shadow.

Although zhuofanni Valentino has been out, but the other two Valentino is not a group of auspicious, from 2004, their CEO performance in China can be seen: in April 26, 2004, at Wangfujing hotel in Beijing, Valentino glvanni CEO Mitchell Rosa high profile declared: "VALENTINO has never used Valentino as its Chinese name, nor has it been sold in China."

Only five months later, in September 26th, Vincenzo Valentino announced at the "world famous brand Valentino brand conference" held in the Great Hall of the people that the purpose of the conference was "to clarify the recognition of real brand Valentino".

The statement of both is intriguing, one emphasizes "root red Miao Zheng", one focuses on "clearing the root", and the hostility between the two is inadvertently dispersed in the gentlemanlike contest.

The rational paradox of Mitchell and Vincenzo once again plunged the public into the brand puzzle they built.

The overdraft of brand resources is the chief culprit of Valentino brand chaos.

In fact, this has become a typical problem of international luxury brands.

On the one hand, it is a strong brand asset. If it is moderately propagandi, it will bring more financial resources to enterprises. For example, CHANEL has succeeded in grafting brands onto cosmetics, and has achieved great success. On the other hand, it is the risk of loss of brand value. If the extension and control are improper, it will not only consume brand value, but also have a fatal impact on the main business. Valentino's three points rule is an example.

In 1956, when zhuovanni Valentino founded the "GiovaniValentino" brand, it was destined for the arrival of a brand's internal friction.

If his grandparents tried to achieve success in the footwear industry by Valentino, then Giovani was eager to accumulate wealth through family lineages and valuable brand assets.

In his brand vision, GiovaniValentino should have made achievements in leather shoes, leather goods, men's wear, women's wear and underwear five series products.

For the construction of brand reputation, Mario Valentino, a family successor, focuses on the footwear industry not only to make Valentino brand increase rapidly, but also to make the family's reputation as high as possible.

By 1985, Valentino reached its peak. This year, he received the special achievement award from the president of the Italy, Sandy Pittini, and won the medal of the cross knights, the highest honor of the country.

However, great achievements still can not hide the poverty and scarcity of brand rights protection knowledge. A low-level mistake is enough to make Valentino family regret.

In 1962, the famous designer of Italy founded the Valentino women's clothing brand in Valentino Valentino in Holland. It was famous in Europe. Later, Garavani came to Italy with Valentino and became the leading luxury brand in the country.

In 1998, after gathering a lot of wealth, smart Garavani ended his historic mission of Valentino and sold it to HdP, a luxury group.

In 2002, HdP was resale to Marzotto, the second largest textile group in Italy, at the price of 240 million euros, and Mitchell Rocha, general manager of the clothing department of Marzotto group, was also airborne.

The tragedy is far from over. The proud Valentino family did not "eat one bite and grow wiser".

In China, the romance of the Three Kingdoms has evolved into a mixed state of five generations and ten countries.

With the participation of more than 200 local puppet troops, the quiet Chinese market was unprecedentedly noisy.

Whether in Italy or in China, similar tragedies are staged in passion.

The four diseases, family separation, brand asset division, marketing mode cloning and channel terminal diversion, have been troubling the family entrepreneurs all over the world.

Among them, the fatal blow to the enterprise is the internal consumption of the brand, and the most typical one in China is the trademark dispute of the "fool" melon seeds.

After Nian Guangjiu and his eldest son, Jinbao, and the second son of the year, after the protracted family war, the brand assets of the "idiot" were greatly reduced. In the face of the "encirclement and suppression" of "harmony" and "sincerity", the "fool" melon seed who was overwhelmed with difficulty finally failed.

Fortunately, Valentino's three brands have gone through a relatively stable period. Apart from the gentlemen's agreement signed in 1978, another important reason is that they have remained the same for decades in Valentino's brand positioning and business philosophy.

This makes Valentino shine after the storm.

From this point of view, the practices of the three competing companies are particularly valuable.

When asked by the media about the "five famous brand counterfeiting", Yu Yu, the joint president of Dangdang, did not give a clear answer. Instead, he threw out a topic: "why is it the five largest brand?"

For the Chinese market, luxury brands always have their own interpretation. Nowadays, a common view is that "going to China" has become a popular slogan of luxury brands.

To make a fresh footnote, China's luxury consumption accounts for 12% of global sales, second only to Japan's 41% and the United States 17%.

A more exciting fact is that the growth rate of these luxury goods in the Chinese market in the past two or three years has remained above 80%, far higher than the growth rate of 10% in other countries and regions.

So they expect China to overtake Japan in 2010 to become the biggest buyer of the global luxury market.

In fact, more and more luxury brands regard China as a gold nugget resort.

According to a survey by Brabham exhibition group, there is an expansion option in several markets in Moscow, Dubai, Shanghai, Beijing and Hongkong, and over 80% of luxury exhibitors choose Shanghai.

In the face of the ever expanding Chinese market, LV and GUCCI have no reason to make their competitors easy.

For luxury products with low homogeneity and low technology content, to win the Chinese market, we must enhance brand awareness and gold content.

Only by finding a golden section between them can we capture more and more emerging Chinese upstarts.

For a luxury, brand awareness and gold content are a pair of contradictory twins.

The promotion of popularity needs continuous promotion and dissemination. To enhance the brand's gold content, it can only rely on consumers' word of mouth.

For most of the first luxury goods across China, it is a long process to enhance the popularity and keep the gold content of the brand.

Therefore, the strategy of self cutting has become a shortcut to ring the door of the Chinese market. Valentino Garavani's practice is quite representative: first, try the Chinese market, initiate the consumption consciousness, and promote the fashion trend.

In 1993, Valentino Garavani held a large-scale clothing exhibition in Beijing, which caused a sensation. The media scrambled to report that Valentino became a spokesman for luxury goods.

Then, stealth the backstage, so that the counterfeit products to stir up the market, so that the brand communication effect maximization.

In the long period of eleven years, many domestic manufacturers are keen to stir up Valentino brand and spend no money on advertising. Valentino has become the first known brand in the household.

Secondly, when the time is ripe, we should rebuild the brand's gold content with a false name.

In 2004, Mitchell Rocha announced a high-profile campaign against counterfeiting.

At the same time, the market is cleaned in the name of authentic brand, and is separated from the counterfeit by the high-end brand image.

Finally, through the news media, we will maximize the dissemination effect of counterfeiting events and enhance brand awareness and reputation once again.

From these four steps, we can draw the strategic intention of Valentino: palliative counterfeiters to gain popularity; and in the name of counterfeiting, we should enhance the gold content of the brand; of course, in the process of counterfeiting, we can also get a lot of compensation.

About Valentino's low-key strategy for Chinese counterfeiters, BABEI group's head of public relations.