Shanghai: Foreign Brand Clothing Failure Is Not A Case

August 12th hearing: Shanghai The entry-exit inspection and Quarantine Bureau recently revealed that in the first half of this year, the unqualified rate of imported garments at Shanghai port reached 55.8%, and the quality of imported garments was not optimistic. The unqualified garments detected were mainly from South Korea, Bangladesh, Switzerland, Italy and Spain.

　 　 Foreign brand clothing Failure is not a case.

According to incomplete statistics, in the first half of the year, 11500 batches of imported garments were imported from Shanghai port, with a value of US $220 million. The Shanghai entry-exit inspection and Quarantine Bureau carried out the sampling inspection for the 5625 lots of goods, the sampling rate was 49.5%, the unqualified rate was more than 3100 batches, and the unqualified rate was 55.8%.

In fact, it is not the first time that Chinese brand clothing has been tested in China. In July 2008, in the special supervision and spot checks of the National Quality Supervision Bureau on knitted T-shirts, casual wear, shirts and other products, it was found that one of the brands of foreign brand H&M was not qualified. Since then, the names of these foreign brands have been constantly appearing on the list of unqualified products from all parts of the country.

In recent years, clothing brands such as H&M and ZARA have grabbed the domestic market at an alarming rate. Although the quality of these foreign brands has always been a problem, they are still popular among young consumers because of their low price and fast updating styles. The selling of its products has led to a vicious circle of quality problems.

Unqualified clothing is still hot without fear.

Why are these foreign brand clothes not slowing down the pace of entering the Chinese clothing market because of being blacklisted? Instead, they have repeatedly committed repeated offenders.

First of all, some Chinese consumers are proud of their foreign brands because of their blind worship of foreign brands.

Secondly, the inherent quality problems of clothing can not be judged by the naked eye, and their injuries are different from food safety problems. Therefore, unless the national inspection agency releases the results, it is difficult for consumers to find deep-seated quality problems themselves.

Thirdly, the adoption of "double standards" is a concentrated point that foreign brands have been widely questioned in recent years. China's domestic standards are low, and the quality standards of clothing exported to China are much higher than those of foreign brands in China.

We must not rely solely on "testing" to eliminate quality problems.

The quality of foreign brand clothing is common. In fact, in recent years, foreign brands entering the Chinese garment market quickly have been almost always accompanied by quality problems. These brands have entered China for a short time, but the number of shops in the country has increased rapidly. Foreign brands only focus on rapid expansion, but their control capability has not kept pace with expansion.

And there are newspaper commentaries that the quality of the unqualified foreign brands must not be palliative, should be widely advertised through the media. At present, after the tests, the punishment means have not kept up, and the detection results are only known locally, and the negative effects will soon disappear. To eliminate quality problems, we must improve punishments and increase economic penalties. And we should expand the publicity of the results of the investigation, and advertise all kinds of brands that are not qualified by testing every time, so as to prevent people from blindly superstitious foreign brands. Finally, China's low and medium priced clothing with good quality and low price should learn from these foreign brands its marketing means, "good wine is also afraid of deep alley", and establish their own brand awareness.