"Brand Bathing Pformation" Into The Hidden Rules?
Yesterday, reporters visited a number of department stores in Nanjing East Road. Market It is found that nearly half of the brands are written in English alphabet, and many of them do not even have Chinese plation.
We can look at the labels of these brands, most of which are produced in China.
A salesperson explained that this is because "brand is foreign, design is foreign, but production is at home".
But when the reporter chose some foreign brands with high reputation, they found that their "foreign identity" was vulnerable.
For example, a "foreign brand" headed by "M" has claimed to be a "family brand" after landing in China.
Many consumers also thought that the brand came from Europe.
But on the official website of the brand, it is clear that whether it is "international fashion men" or "casual jeans men", they are all "Chinese original brands" and the so-called "family brand" was formed only in 2000.
Insiders also revealed that some "foreign brands" did come from "overseas", but that was the result of "brand bathing".
For example, a "J" brand shoes originally claimed from Italy is a well-known local brand.
But on the brand's product, the origin is labeled Dongguan.
According to the official website of the brand, the so-called "long history" brand of Italy was born in 2001, which is specially designed for Chinese consumers.
Industry insiders point out that this is the "bathing method" which is quite common in the clothing market, where a registered trademark is registered abroad, or the acquisition of a local brand, which will be used on domestic products, can be made into "made in China", "foreign design" and even "made in China" and "imported from abroad".
Reporter survey found that the current market "
Foreign brands
There are mainly four kinds of clothing: one is authentic foreign brands; the other second is the cooperation between foreign brands and domestic enterprises, the OEM in China, the third is "washed" foreign brands, and the other is the localization of design, production and sale, but the "foreign devil" is used in the registration of merchants.
From the bulletin of the Trademark Office of the State Trademark Office in recent years, the trend of "made in China and naming in foreign languages" is very obvious.
Among them, there are forty or fifty registered trademarks and names of all shoes and clothing, each of which has exceeded the trademark name, all of which are intended to be registered trademarks of Chinese characters.
In the market, the proportion of the latter three "foreign brands" clothing accounts for more than 1/3 of all brands.
High-end shopping malls
This is especially common.
An important reason is that after the "foreign name" is used, the price of the product is higher, and consumers will not be suspicious.
For example, on some Chinese brand counters, shirts and T-shirts, which are very similar to the "M" brand, are priced at only 2/3 or 1/2.
"The origin of these brands is true and false," he said. "There are many false propaganda and exaggerated publicity."
When we introduce brands, we also suggest that they use Chinese names, but enterprises feel that the price is not high if they are in Chinese names.
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