Brand Camouflage And Big Brand Shortcuts

The entangled "fake ocean brand"

"You sing me on the field" - this is the latest period of time about the "true and false brand of foreign brands" of the best explanation.

According to the report in February 13th, Da Vinci, a furniture brand that once became a hot public topic, has paid a fine of 1 million 334 thousand and 200 yuan on 11 days after a series of actions such as "fighting the media" and "suing industry and commerce".

Even if the government investigation department has already given the final conclusion, Da Vinci's act of paying a fine seems to have expressed its compromise attitude, but on the "Da Vinci" side's public opinion observation, "Da Vinci" did not give a positive response to the nature of the "fake foreign brand".

Similar to the "Da Vinci" fake foreign brand controversy, in today's China

However, the "fake foreign brand" as a kind of

Genuine and fake foreign brands

Wang Xin (a pseudonym), a foreign employee in Beijing, complained to reporters that she used to discuss and buy imported brand clothes together with her colleagues.

Recently, she discovered that the French brand SKAP, which he had always favored, belonged to a clothing company named "Hao Hao" in Shenzhen.

Miss Wang once searched the Internet and found that in Baidu encyclopedia, he clearly pointed out that "SKAP" is a famous company under Longhao banner, and SOSO asked that the SKAP brand was founded in France in 1863. Shenzhen Longhao shoes industry chain Co., Ltd. is the exclusive agent of the French SKAP's "neck skin" in China. The company also introduced the French SKAP design version.

Reporters then searched the Internet for information, and found that in the past publicity of the brand, they used the words "international famous brand", "French brand" and "from France".

And now its official website and its website on Taobao mall, apart from emphasizing its French chief designer, has disappeared from the expression "French brand".

However, the clear relationship between French SKAP and SKAP of dragon Hao can not be identified through its official website.

Reporters have repeatedly called on Shenzhen's dragon shoe industry on this issue, and have not received any reply.

Controversial brands like Da Vinci and SKAP are not rare in today's Chinese business.

It is generally believed that there are several classifications of fake foreign brands in consumers' mouth, not all of them are suspected of fraud.

The first category is the "empty shell" brand registered only overseas.

Some enterprises have only registered a trademark abroad. The production, design and sale of products are all carried out in China. However, the price of the product has increased several times as a result of the "import" banner.

The second category is the brand registered in the country, but technology or raw materials are imported into foreign countries, so it blurs out its foreign origins in publicity.

Such doubts are more likely to lead to fraud.

There are also two types of imported brands which can be classified into one: pure import brands, foreign companies registered in foreign countries and designed and produced, then imported into China for sale.

The second is authorized by foreign brands, domestic enterprises according to the unified regulations for processing, production and sales.

It is not improper for such brands to be foreign brands, so long as they are moderately legal in their publicity and marketing process, they can not be regarded as fraud.

There are also some ambiguous brands in the food industry.

For example, in recent years, the "New Zealand milk" milk powder, which has attracted much media attention, has entered the Chinese market since 2006. All its products are imported from New Zealand, but in the long term market promotion, the product is considered to be a pure New Zealand brand, and after the incident was exposed, the company also carried the name of "excessive and false propaganda".

In an interview with reporters, "CEO" Liu Ning, a New Zealand company, said that the New Zealand milk powder was manufactured in New Zealand's local milk source and was commissioned by local factories in New Zealand to complete the production packaging. The whole process was supervised by the local food safety regulatory authorities in New Zealand and fully accords with the food safety standards of the New Zealand Food Safety Bureau on infant formula milk powder.

After completion of the production and packaging inspection in New Zealand, the original tank can be imported to China, and the CIQ certificate will only be issued after inspection by the China entry exit inspection and Quarantine Bureau. The product can enter the channel for sale. Therefore, it is not inappropriate to call it the imported milk powder from New Zealand.

Looking at the problems faced by several brands, they all focus on whether they are "foreign brands".

According to the ninth provision of the advertising law of the People's Republic of China, advertisements should express clearly and clearly the performance, origin, purpose, quality, price, producer, expiration date, promise, content, form, quality, price and promise of the commodity.

The fourth article also clearly stipulates that advertisements should not contain false contents and should not deceive or mislead consumers.

However, in the actual enforcement process, there are some "edge ball" behavior, for example: some of these leather shoe manufacturers used the slogan "from Italy".

However, whether such propaganda can be identified as fraud is not well defined, so that various disputes about "genuine and fake foreign brands" are derived.

Zhang Xiaosen, deputy director of the Specialized Committee law of the China National Lawyers Association and partner of Beijing Zhongzhi law firm, told reporters that the law stipulates that enterprises should make clear the product's performance, origin, use and quality when publicizing products, but when promoting the corporate brand culture, we should use some such as "from..."

It can not be judged legally by law.

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Marketing behind the ride

Li Guangdou told reporters that in the process of brand building, it is a kind of understandable propaganda means if we do not break the law, take the "ride" of foreign brands, or especially emphasize some of our advantages related to foreign countries.

For example, the slogan "100 strong furniture is really Germany" focuses on emphasizing the import of raw materials, which may not be accepted by consumers in terms of morality and emotion, but there is no legal problem.

Wang Yong, Secretary General of China's industry alliance, explained to reporters that some of the ways to ride foreign cars can be regarded as an ingenious means of brand building.

"Brand is not only different from other products of the same name, it includes product positioning, packaging, and even publicity mode.

For example, even if the Chinese are to open a Japanese restaurant in the local area, they should try to have the name of Japanese charm, and the style of decoration should also be biased towards Japanese style.

The "loess high slope Japanese cuisine" is definitely not conducive to attracting customers.

Wang Yong believes that consumers' excessive interpretation of "fake foreign brands" is also a misinterpretation. "Brand development has a disordered stage. The characteristics of this period are: the strength of brand operators is not good enough, laws and regulations are missing, and the supervision of relevant departments is weak.

We need to understand this stage correctly rather than just criticize it. "

However, for some business operators, what they should think about is how to pick up the foreign brand consumers, and if the "degree" of marketing is not good enough, consumers will have a conflict.

In fact, businesses are faced with the problem of Chinese consumers' distrust of the quality of local brands. The reason for this is that no matter what happens, consumers will invariably choose to buy foreign brands.

Secondly, businesses are also faced with consumers' psychology of "worshipping foreign elements".

Zhu Xingyi, President of Shanghai Norman International Brand Management Co., Ltd., an earlier agent for international luxury brands, said in an interview with reporters: "there is such a phenomenon in China. The more high-end brands, the more afraid they are related to the two words" China ".

Zhu Xingyi encountered such difficulties when he was running luxury goods: Zhu Xingyi's company always hesitated to disclose the Chinese identity of these brands in order to control the source of goods and acquire some European brands. But after being acquired, the brand was foreign brand and local brand. Zhu Xingyi had never found a way to define it.

In addition, the international consortium has been taking part in world famous brands, and has also squeezed the market of local brands.

These real foreign brands are usually strong enough to move consumers through strong publicity.

Sun Xianzhe, general manager of Beijing Bi Qi Garments Co. Ltd., told reporters that some international groups are now acquiring strategies for Chinese high quality brands so as to control them. If the purchase fails, they will be suppressed in the international market in order to prevent China from having a world influence brand.

"Under such circumstances, China's local brands have reached the point of life and death. Only with the alliance and policy support and attention, can the local brands that are struggling to survive continue to survive.

Otherwise, the phenomenon of counterfeit foreign brands will still be rampant, thus creating a vicious circle in consumers and markets.

Li Jia Qing, managing director of Lenovo Investment Limited, pointed out that "Chinese enterprises, or Chinese funded enterprises, meet the relevant inspection standards on the basis of their own brands, proprietary technology, private procurement and supplier management teams, in order to bypass the possible shortcomings of domestic upstream resources supply."

Whether it is called "genuine foreign brand" or "fake foreign brand" in a short time, as long as it is beneficial to the healthy development of the market in the long run, it is worthwhile to foster.

Li Guangdou pointed out that laws and regulations should be more strictly controlled in order to prevent the "fake foreign brands" from happening, while ensuring a reasonable and ingenious way of publicity.

"Take clothing enterprises as an example, you can ask them to clearly indicate the origin of the main raw materials, the place where the finished products are produced, and the location of the brand."