The Trouble Behind The Hot Sale Of "Week Socks"

The same is a pair of socks, the general profit is only 20%, and after the weekly socks label, products.

Recently, the "weekly socks" brand has been selling well all over the country for only half a year.

However, as the "sunstocking" is hot selling, all of a sudden out of the network out of a variety of.

Creative brands stand out

Zhou Quanfeng is the founder of Zhejiang flaunting Clothing Co., Ltd., like many big town enterprises in Datang Town, he was also a representative of foreign brands. In 2001, Zhou Quanfeng went to the United States to investigate the market and saw socks produced by his factory in a large supermarket.

Zhou Quanfeng was proud to see his product selling well. However, the price of 8 dollars per pair annoyed him: the same socks, which had been labeled with foreign famous trademarks, had a terrible profit and earned only a small amount of processing fees, which made Zhou Quan Feng realize the importance of the brand.

The cost of labor has risen rapidly, and the RMB exchange rate has declined for a while.

How to break through and how to upgrade? Zhou Quanfeng, thinking of the same question every day after the return of the United States.

"Week culture itself is a global culture. No country does not know that our English brand is WEEKLY SOCKS, so it is suitable for global strategy. It is compiled into seven numbers of 1~7, seven days a week, one pair of socks a day to develop good hygiene habits."

Zhou Quanfeng said that the initial idea of Zhou socks originated from the pursuit of high quality of life, and let good habits change people's life.

Ever since the first week socks were put on sale in Paris, France, more and more fashion celebrities and celebrities of academic circles have been highly recommended. Zhou socks have become fashionable, quality, healthy and good habits, and have been popular all over the world in just a few years.

Tens of millions of global promotion

In 2003, the "Zhou socks" brand was successfully registered in the United States. In the following years, Zhejiang flaunting apparel Co., Ltd. successfully registered 63 global countries, including the United States, Britain, France, Japan and Germany.

Since the week hosiery global promotion, only WAL-MART supermarket has sales of about 20000000 yuan a year, and the United Kingdom has 20 million pairs of sales every year, all of which are independent brand exports, with high added value and huge market potential, Zhou Quanfeng said.

"If brands want to grow and consumers want to be generally recognized, they need to do their best to maintain them. Quality is the key, and publicity input is also essential."

Zhou Quanfeng said frankly.

Over the past few years, the amount of funds invested in the operation of the brand has been up to 30 million yuan. In order to ensure the quality of products, every single pair of socks is advertised strictly, and the whole staff quality management is carried out. The idea of "quality first, reputation first" is firmly established, and the international advanced quality management mode is adopted. Under the premise of guaranteeing the leading technology, the product quality is placed first in the brand strategy.

Encounter "Li Gui" in trouble

In September 2009, the weekly series of hosiery products with weekly socks as the main brand was registered successfully in the national trademark office. It has been engaged in the export of its own brand, and has been targeting the domestic market. Its influence has become a great influence in the country for a short period of more than a year. It has become the only one in the country that has legal authorization.

However, the good times are not long, just behind the hot selling of socks on the Internet.

According to a press survey, the prevalence of "weekly socks" on the Internet is rampant. There are as many as more than 40 thousand kinds of online shops, such as apple socks, star socks, colorful socks, love socks and so on, with the lowest price of more than 10 yuan, with a maximum of more than 100 yuan.

For the weekly socks business on the Internet, Zhou Quanfeng said that the flaunting clothing Limited company, which has trademark rights, has never authorized any manufacturer in the mainland.

At present, the market socks are all fake.

In recent years, with the development of the Internet, especially the wireless network, online shopping has grown at a rate of one hundred percent per year, and has become a hot spot in current market pactions.

At the same time, there are more and more phenomena of infringement and counterfeiting in online shopping.

Because of its concealment, it is quite difficult to combat infringement and counterfeiting in the field of online shopping.

Network attack is banned repeatedly.

The weekly hosiery has a high degree of concern on the Internet, and the market prospect is very large. Every day, Taobao website only hits 3900 hits a day, with a turnover of nearly 3000 boxes per day, and only 40 boxes are sold with brand ownership.

Zhou Quanfeng said that the quality of the weekly socks is several times higher than the counterfeit price. Counterfeit businesses attract many consumers with low prices.

Just a businessman in Yiwu called star socks, fake hosiery sold in more than 60 online groups in China, with sales of up to about 10000000 yuan, and Zhou Quanfeng was very helpless.

Since last year, a professional anti-counterfeiting team has been set up, and joint business, public security and other departments have launched joint crackdown, but little effect has been achieved.

"Online shop is no more than a physical store. Today, it's hard to catch one. People will reopen another household name tomorrow, and you can't get him."

In recent years, the infringement of brand trademark has become increasingly rampant with the vigorous development of e-commerce.

Due to the characteristics of globalization, virtualization, high technology content and rapid development of the Internet, it is difficult for them to effectively supervise them by relying on the previous laws and regulations, which makes the rights protection activities of brand businesses become very complicated.