Comparative Analysis Of Genuine And Fake Brands In Qingdao Outdoor Sportswear Market

Brand represents the status and personality of consumers in the minds of consumers. What's more, brand can give consumers a cultural added value and spread a concept to the society. Buying and wearing a clothing brand can make them feel the corresponding identity, status, honor and self-confidence, so as to get some psychological satisfaction and experience.

Many consumers want to know the difference between genuine and fake brand clothes. Famous brand outdoor Sportswear has TheNorthFace, TOREAD, Adidas and Nike. We conducted a market research and comparison on the authenticity and counterfeit brands of these brands.

Comparison of sales prices

We conduct a field survey of the prices of the following brand clothing sold in Qingdao market.

The price of genuine clothing is much higher than that of counterfeit brand clothing. For example, the real price of the TheNorthFace is 798~4598 yuan, while the price of counterfeit brand is only 200~500 yuan, and the price difference is 4~9 times. The price of genuine Adidas Adidas long sleeved coat is 320~398 yuan, while the price of counterfeit brand is only 50~120 yuan, and the price difference is 3~6 times. The main reason is that genuine clothing manufacturers have high costs in the early stage of new product development design, brand maintenance, advertising and sales services, and in the process of production and processing, most of them use high-tech raw materials, advanced technology, technology and equipment, have strict requirements for packaging and transportation, and strive for improvement in every production, transportation and sales link. Therefore, the cost is very high and the selling price of products is very high. Counterfeit brands imitate the production of genuine clothing directly, using ordinary materials, general processing technology and equipment, and without the cost of early development and design, advertising and low cost of sales. The cost of counterfeit brand clothing is very low, so the selling price is very low.

It can be seen that although the prices of genuine products vary greatly due to brand differences, the price difference of counterfeit brands of different brands is not too great. For example, the price difference between genuine TheNorthFace and Adidas Adidas trousers is 1.5 to 3.5 times, while the price of counterfeit brands varies by 1.5 to 2 times.

The prices of genuine clothing are uniform, non negotiable, and over the season. Product discount Sales discount is also low, generally 8~9 fold, the lowest 30 percent off. The price of counterfeit brands is not uniform and the price is negotiated arbitrarily. Businesses can make a deal as long as they are profitable. The most important reason for counterfeit brand clothing is the low price advantage and the high imitation of appearance and authenticity.

Comparison of consumer groups

The main consumer groups of genuine outdoor and sportswear include the following categories:

(1) 18~25 year old college students. This group of people is well educated, pursuing fashion and taste and love sports, and most of these students have better family economic conditions.

(2) 25~65 year old white-collar workers, businessmen and entrepreneurs. Most of these people, because of their success in their careers, have strong economic foundation and pursue high quality life. They consider wearing genuine brand clothes as a symbol of taste and identity. They work hard and yearn for outdoor sports at the same time. Counterfeit brand outdoor and sportswear main consumption groups have the following categories:

At the age of 18~30, some of these people have secondary school students and young people who have just joined the work. They do not have the ability to consume genuine brand-name clothes, and are unwilling to bring unnecessary financial burden to their families. They study hard, love outdoor sports, and yearn for high quality life.

30~60 year old working people, some of these groups have different consumption ideas, and are unwilling to invest too much in clothing. Most of them are more practical. They believe that counterfeit brand clothing is not very different from genuine products in appearance. It is not necessary to buy genuine brand clothes at too high price, but also hope to enjoy the quality of famous brand clothes at low price. Besides, some people have poor economic conditions, but they are willing to follow the fashion of social trends and love designer clothes to become consumers of counterfeit brand clothing. {page_break}

Comparison of sales channels

Genuine brand name clothing is mainly in regular shopping malls and exclusive stores. Distribution channel Most of them choose the prosperous commercial areas and sections, and implement unified pricing in the whole country.

Counterfeit brand clothing will be concentrated in the wholesale market, in the outlying areas of busy neighborhoods, more remote streets, roadside stores, as well as in the morning market and night market stalls.

In addition, a large number of counterfeit brand clothing is also flooded with online shopping. In view of the fact that online shopping occupies an increasingly important position in people's lives, how to identify the authenticity of products in online shopping has become a hot topic. Of course, buying outdoor sportswear on the Internet is also an unavoidable problem of genuine and counterfeit brands.

Through market investigation and consulting related information, the author thinks that online purchase is the following points for distinguishing the authenticity of commodities:

First, look at the price, and the actual price gap is too large, more than 90% of the are fake, do not believe what counter inspection and manufacturers end, these are fooling novice buyers.

Second, look at the evaluation of the buyers of the goods, mainly depends on the bad reviews, often reflect the real situation of the goods, because there are many reasons for the praise. If the buyer thinks the goods are very cheap, even if they buy fake goods, they may also give favorable comments.

Third, before buying a brand of clothing, it is best to go to the store to check the quality of the real products first, including the details of the labels inside and outside the tag, and then place the order when the clothing purchased is genuine.

Comparison of clothing quality

(1) raw materials and appearance. The main products of famous brand clothing are pure cotton and functional chemical fiber and synthetic fiber material with high technology content. For example, summer clothing has many functions such as moisture absorption and quick drying. The autumn and winter clothing has the functions of ventilation, waterproof, breathability and so on. The production process is excellent, the stitches are neat, the stitches density is uniform, and the wireless heads are exposed. Most of the accessories are selected by famous brands, such as YKK and other famous brand zippers. The trademark is exquisitely made, precise, tag, label, washing method and so on. It is in accordance with the national standard GB294.4 standard.

Counterfeit brand clothing is mainly made of pure cotton and ordinary chemical fiber and chemical fiber blended fiber materials, and it has many functions such as moisture absorption, quick drying, waterproof, breathability and so on. The production process is better, but it is inferior to genuine products and stitches are neat, but the stitch density is not uniform. The thread ends are often not clear. The accessories are mostly inferior or counterfeit products, such as fake YKK zippers and so on. These accessories are of poor quality and are easy to damage during the use process. Some metal buttons have many burrs on the back, and carelessly will scratch the skin of the users. The trademark is made coarser, and the materials used for tag, collar and water mark are different from the genuine ones. The contents of the instructions are not standardized, incomplete or internal and external inconsistent, which do not conform to the national standard GB5296.4 standard.

(2) internal quality. Genuine clothing has been subjected to strict quality inspection before the factory's production. Especially, some internal quality indicators (formaldehyde content, decomposable aromatic amine dye, color fastness, etc.) which affect human health and personal safety have been attached more importance to, and basically meet the requirements of GB18401's basic safety technical specification for national textile products. Consumers can safely take genuine clothing.

Counterfeit brand clothing manufacturers are very concealed at the time of processing and manufacture. They will never easily discover their counterfeiting behavior. In order to reduce costs and maximize profits, they will try to use low-grade or inferior raw materials and accessories, and do not control the internal quality of products. Formaldehyde content, decomposable aromatic amine dyes, color fastness and so on often exceed the standard. Therefore, consumers' health is not guaranteed.

conclusion

Through the above comparison and analysis, we can find that although authentic clothing is of first-class quality, leading fashion and well loved by consumers, but because of its high price, a large number of consumers are deterred. Counterfeit brand clothing also has a large number of consumers because of its obvious low price advantage, flexible sales methods and high imitation of product appearance. Therefore, in order to eliminate the production and sale of counterfeit brand clothing, not only enterprises should be self-discipline, but also consumers should consciously improve their awareness of brand maintenance, know that they do not buy fake products and fake fake products, and the administrative departments must resolutely safeguard the legitimate rights and interests of enterprises and consumers, and resolutely crack down on the production and sale of fake and shoddy goods. The road to counterfeiting is a long way to go.