The Clothing Industry "Da Vinci" Starts &Nbsp, Half Of The Brands Are Domestic Products.

Gorgeous shop decoration, foreign model brochures, coupled with a bluffing foreign name, appears to be purely imported international clothing, but in fact it is "native produce" domestic brand.

Such a mode of operation has become the "hidden rules" of the clothing industry.

Domestic high-end online shopping

Mr. Da Vinci, an industry insider who has been engaged in the clothing industry for many years, told our reporter that the so-called "Da Vinci phenomenon" is very common in the clothing industry. At present, at least half of the market's high-end clothing is "fake foreign devil".

If you register a trademark abroad or act as a brand, then you will find a small factory in the area of Jiangsu and Zhejiang. Once you have processed it, you will call it an imported brand, but the price will be doubled.

A mystery of "Italy brand"

In July 27th, the reporter came to a large shopping mall in Beijing and saw a man's brand named "NINORIVA".

The store is beautifully decorated, with wooden floors, European style showcases, and large male models.

The salesperson of the brand told reporters: "our clothing brand is a high-end men's professional casual wear in Italy, with a long history and excellent workmanship."

The reporter then saw a man's long sleeved shirt made of mulberry silk plus cotton, priced at 1980 yuan, and the coat coat price was above two thousand or three thousand yuan.

Subsequently, the reporter searched the brand on the Internet, and found a number of related websites, including "www.ninoriva.com" and "www.ninoriva.net".

Among them, the "www.ninoriva.com" web site is opened, showing that the domain name is being sold and registered in Hangzhou, but the telephone number on the website is a fixed telephone in Wenzhou.

Baidu and Google are ranked first in search, and are labeled as "NINORIVA www.ninoriva.net".

The website is registered in Malaysia, and the registration time is 2009.

Opening the official website of the Chinese District, the reporter saw the same publicity photos of foreign male models and company profiles.

The website introduces "Nino la la" menswear brand from Italy. In 1958, the first garment customization studio was established in Italy, which has many subsidiaries in Europe. In 1998, it officially developed the Asian market and began to enter the Chinese market in 2002. Currently, there are counters in Beijing, Shanghai and Guangzhou.

The website left behind is the Chinese general agent of the brand Hongkong Xin Bo Hong International Group Limited company.

Subsequently, the reporter found that the Hongkong address of Hongkong Xin Bo Hong International Group Co., Ltd. is the 1001 room of 10 floor, Sihai building, 208-212 Nathan Road, Kowloon, Hongkong.

The online address shows that a Yiwu address of China's total distribution shows that the company's main business is hardware, ceramics, craft gifts development, production, promotion and air passenger sitting, pportation and so on, and there is no clothing.

In addition, reporter survey also found that Nino Leela

Half of the costumes are fake foreign cards.

Reporters visited various shopping malls in Beijing, and found that in the middle and high-end brands in the shopping mall, similar to "NINORIVA", most of them claim to come from England, France or Italy.

These brand names often seem to be full of flavour, some are plated directly into English in Chinese, others are simply a long list of English which does not know how to spell.

But looking carefully at labels, the origin is in China, and some even in Beijing.

For example, a "Italy" brand named "geonz", in fact, the brand owner is Beijing jiono dress Co., Ltd., the enterprise registration is Beijing Mentougou District eight acres of weir village, is a genuine Chinese brand.

There is also known as Italy's famous men's brand "VICUTU", the production plant in Beijing Daxing.

The sports brand Jordan, a small shoe factory in Jinjiang, Fujian, was registered in China in 1998. In the registered trademark, the brand also used a silhouette of Jordan dunking, which made it easy to think of American star Michael Jordan (Michael Jordan). But on the whole, Fujian Jordan and Michael Jordan have nothing to do with Nike (Nike) company. It is a genuine domestic brand.

In front of a foreign brand suit suit in a shopping mall, the reporter saw that all the labels on the clothes were all in English, and the reporter carefully turned the clothes over and over again, and did not find a Chinese sentence.

When a reporter asked the salesperson what fabric was not marked in Chinese, the salesperson told the reporter that all imported products were imported from abroad, and regular foreign brands were like this.

However, the reporter then consulted the relevant provisions and found that as long as the clothing sold in China, whether imported clothing or domestic clothing, must be clearly marked in Chinese language factory name, telephone number, anti-counterfeiting signs and other main information.

Therefore, the absence of a Chinese logo does not necessarily mean that it is an imported product.

An industry insider told reporters that now more than 80% of the clothing in the shopping mall is "foreign names", and at least half of the clothing brand origin is from Guangzhou, Dongguan and other places.

Foreign registered domestic production

Reporters interviewed learned that the current foreign brand clothing in the market, one is authentic foreign brands, some are imported directly from abroad, some are processed and sold in China, but technology, fabric and design are strictly imported according to their own specifications. Another foreign brand is actually made in China, which is entirely run by domestic garment enterprises, and its design, production and sales channels are entirely domestic, but the brand is registered abroad, but the selling price is almost the same as that of imported brands.

The above "NINORIVA" brand mulberry silk plus cotton long sleeved shirt will be sold in the wholesale market of Beijing for more than 500 yuan, but it has sold nearly 2000 yuan in the shopping mall.

In addition, there is also a phenomenon of "brand name" in the clothing market.

For example, there are several "crocodile" brands in the domestic apparel industry. One is the French LACOSTE crocodile brand, the two is the Singapore CARTELO crocodile brand, the three is the crocodile brand (domestic) in Hongkong, and the Cameroon crocodile brand (homemade).

These brands "LOGO" are mainly crocodile, slightly altered, the consumer is difficult to distinguish which is imported, which is domestic.

"Consumers should maintain an objective and rational attitude towards foreign brands, and strive for the first place in terms of cost performance."

Sun Hong believes that the phenomenon of "Da Vinci" in the traditional clothing industry is very common, mainly reflected in two aspects: first, posing as foreign brands and confusing the public; two, most of them are in the domestic factory order, mass production, and then labeled with international brand names.