Luxury Brands In China "Five Sins"

High quality and good service can be bought at a high price? service It is difficult to guarantee high quality and discriminatory distribution without force and high price. system Poor quality of service and slow up to speed up new customers, so that consumers can "buy meat pain, use heartache".

　　 Luxury goods Difficult to enjoy "luxury after-sales service"

"Bought Gucci (GUCCI) bag, in less than two months appeared quality problems, GUCCI official website even no after-sales service phone and quality complaint phone." Netizen "Tina" said.

In fact, not only netizens could not find GUCCI's complaint phone, but reporters found that GUCCI, headquartered in Shanghai, could not find their exact address or telephone number by calling 114 directory enquiries or searching through the Internet.

Another well-known luxury brand salesman, HERMES, also said that if consumers had problems with quality or maintenance after purchase, they could only be reflected in the store because "the company has no special posts to take charge of the work."

Compared with foreign countries, the standard of after-sales service of big brands in China is obviously different. Among them, the cosmetic brand is a harsh return policy.

"In the United States, all products purchased from the United States can be refunded in full within 60 days and full refund in the form of consumer cards within 90 days, but the return conditions for China are absolutely harsh." Zhang Kaiyue, who studied in the United States, is the victim of this "discriminatory" return condition. "When I was in the United States, I used allergies to buy products from the market. I sold the salesgirl to the shop without saying anything, so I gave him a refund. The result was that I was allergic to the products purchased by Huaihailu Road, and I had to prove that the whole face was red. They had to give me a certificate to refund it."

Reporters learned that China's silver not only can not provide similar "no reason to return" with the United States, it can return time less than 1/4 of the United States.

Many consumers also reflected that luxury brands often had "small ticket but no package". There was no shopping ticket, even if they were purchased at the exclusive store, they would be free of repair and maintenance.

Luxury goods in China "five sins"

In addition to after-sale services, luxury brands in China still have problems such as high price, high quality, "discriminatory" distribution system, poor service quality and slow new speed.

High priced luxury brands necessarily represent superior quality? Sina's "watermelon girl" says that the brand new T-shirt that she has bought is still in a terrible state of hand washing. "3000 yuan a T-shirt will be almost 30 yuan once washed."

In fact, it is not new for international brands to fall into the "quality gate" in China. As early as the end of 2006, the Zhejiang Bureau of industry and Commerce sampled the imported footwear products. The results showed that the batches of imported leather shoes and sneakers in the 46 batches were only 23.91%. These leather shoes include Louis Weedon, Valentino, D&G and other more than 10 top brands in the world, of which more than 300 pairs of shoes with serious quality problems are destroyed.

The previous inspection conducted by the Shanghai Municipal Bureau of Commerce and industry also found that imported clothing including Burberry, Armani, Chanel, Dior and other top international brands had problems of decolorization, fading, excessive pH value, and inconsistent fabric and logo.

Despite the fact that luxury price differentials at home and abroad are mainly due to higher comprehensive import tax rates, the discriminatory distribution and pricing system of luxury brands also dissatisfied many consumers.

According to previous investigations by the Ministry of Commerce, 20 brands of high-end consumer goods, such as watches, bags, clothing, wine and electronic products, are at a premium of 45%, which is 45% higher than that in the Hongkong area, 51% higher than that in the United States, and 72% higher than that in France. 20 brands of high-end consumer goods, the domestic market is 51% higher than the United States.

The poor attitude and quality of service is also a criticism of luxury goods in China. "The new promotional email has been sent to my mailbox, but the Chinese counter lady is still asking three questions." Zhang Kaiyue said. At the same time, the phenomenon of "jet lag" on new products is also an important reason why many consumers are far away from luxury brands. Some goods have begun to discount at the end of the season in the country of origin, but they are displayed in new stores in Chinese stores.

International brands should respect Chinese consumers more.

According to the blue book of the 2011 official report released by the World Luxury Association, as of the end of March 2011, the total consumption of China's luxury goods market has reached US $10 billion 700 million, and China has become the second largest luxury consumer in the world.

"For many international brands, their attention to the rights and interests of Chinese consumers is far behind their emphasis on Chinese consumers' wallet." Tang Jiansheng, Vice Minister of the Ministry of consumer protection of Shanghai, said that consumer complaints against luxury goods have increased year by year in recent years.

Wu Dong, partner of Shanghai Hui Ye law firm, believes that in addition to brand image and product quality, the quality of after-sales service should also be superior to other brands. No matter where consumers buy goods, they can enjoy the same high level of after-sales service.

Experts suggest that international brands must provide Chinese consumers with a range of localized services related to products while expanding the Chinese market. For example, provide product Chinese manual, set up a Chinese website, in written form, and inform the relevant commodity repair, replacement and other content, so that consumers enjoy convenient after-sales service.

"International brand stores all over the world, the standard of after-sales service should be unified, not multiple." Wu Dong said, "consumers can not be discriminate differently because of the different locations."