Hot Pursuit Shoe Clothing Brand "Bath Change" Into Hidden Rules

2011/8/3 15:01:00 39

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Brand Label Mall

Yesterday, reporters continued to visit a number of Nanjing East Road.

Department store

In the shopping mall, nearly half of the brands were found to be in English alphabet, many of which did 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 of the well-known "foreign".

brand

"After investigation, it was found that their" foreign status "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's shoes" or "casual jeans men's wear", they are "Chinese original brands" and the so-called "family brand" was formed 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.

The industry has pointed out that this is the shoe bathing market is quite common "bathing method" - a registered trademark of the manufacturing enterprise abroad, or the acquisition of a local brand, the use of these brands in the domestic production of goods, will be able to "made in China" packaging into "made in China, foreign design" and even "made in China, imported" brand.

Reporter survey found that the current market "foreign brands" shoes and clothing there are four main types: one is authentic foreign brands; the second is the foreign brand cooperation with domestic enterprises, in the domestic OEM production, the third is "washed" "foreign brands"; another is the design, production and sale of all localization, but in the registered trademark with the "foreign name" of "fake foreign devil".

From country

trademark

The announcement of the trademark preliminary examination in recent years shows that the trend of "made in China and named 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 latter three "foreign brands" shoes and clothing accounted for more than 1/3 of all brands, and is particularly popular in high-end shopping malls.

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.