The Suppression Of Genuine Products And The Rational Return Of Consumers To "Shanzhai" Will Take The Lead.

On March 5th, I do not know from which day. Chengdu The luxury replacement shop on Chun Xi road suddenly closed, and the so-called popular A store that had once been popular was quietly fading out of the market. Is it no longer proud that people are carrying LV on hand?

According to a survey conducted by China's AQSIQ last year, 95% of Chinese women aged between 28 and 35 said they were embarrassed by using counterfeit handbags. A survey by McKinsey showed that clothing The number of Chinese consumers who have demand for leather goods is also dropping, from 31% in 2008 to 15% in 2010.

The LV packaging paper bag was photographed on the website with less than 1/5 of the price of genuine product, so that 26 year old Chen Hong felt a little gratification. Take the portable paper bags of luxury brands like LV, Gucci, Chanel and so on to wrap up birthday gifts for friends. This seems to Chen Hong "not only making friends happy but also having their own face".

These exquisite paper bags are only a miniature of China's many counterfeit brand names, small to paper bags, handbags, clothing and suitcases, most of which are at home and abroad. brand They all have been counterfeited.

"Before, many consumers liked to buy counterfeit brand products, that is, the so-called" goods, "whose price is the most important factor in attracting consumers. Yin Haiwei, a psychological consultant and consultant at Chengdu Ren Du, told reporters that consumers had been scramble for kana cards because they could meet their social needs and attract people's attention to their social status.

"A study shows that the" sense of shame "caused by wearing fake brand names makes it easier for people to make immoral behaviors. That is to say, using imitation will reduce the inner self image, that is, it is dishonest with the world around us. The use of Shanzhai goods is intended to enhance their self image, but knowing that buying fake can not hide their inner feelings, but it leads to self defeating and pays intangible psychological cost. This makes consumers' consumer psychology mature. According to Yin Haiwei analysis, with the extensive launching of the national "anti fake" activities, and the protection of products by famous brand enterprises, the counterfeit brand will decline.

For example, famous brands such as Adidas and Nike have introduced some measures to protect authentic products, providing consumers with ways to distinguish counterfeit and authentic products, so as to improve consumers' ability to identify counterfeit products. OMeara, chairman of the Asia Pacific region of VF group, said: "Chinese consumers are better at identifying truth and false than Western consumers. They do not want to be found dead in fakes."

On the one hand, the major brands are trying to suppress the counterfeit space. On the other hand, the psychology of consumers is gradually returning to rationality.

These consumers turn to brand names, and the quality that fake brands can't provide. On the domestic stalls, a pair of NorthFace snow boots and a JACK&JONES woolen coat cost only 1400 yuan, which is less than 1/6 of the genuine price. But the life span, durability and comfort of these counterfeit brand names can not be compared with those of certified products.

"For example, a pair of kappa shoes, the design life provided by Italy manufacturers is 20 years. Counterfeit products can only wear less than a year, or even a few months will be degumming." Li Ziqiang, the head of a fashion shop in Chengdu, believes that the price of fake brands is really cheap, but the quality of workmanship is far from that of genuine products.

"The reason why famous brands occupy the consumer market is based on their excellent quality. Brand is the symbol of quality. Jin Dongsheng, vice president of Sichuan Quality Association, said that the quality of famous brand comes from the careful selection of raw materials, strict quality control in production and processing, and the integrity of sales and after-sale links. {page_break}

The brand value of famous brand products is to meet the needs of most consumers, and they will constantly improve product design and performance and quality according to the needs of consumers. "In this process, manufacturers have invested a lot of costs. The high price is not only a simple embodiment of brand effect, but also a symbol of culture." Jin Dongsheng told reporters.

Now, consumer culture is really famous, and the consumption culture of discarding fake brands is being accepted by more and more consumers. Yuan Xin, director of the psychological guidance center of Nankai University, believes that in a consumer economy society, high prices often mean high quality, high technology, or high-end lifestyle. If people want to get the value of real brand, they should pay a considerable cost for these services, and the only way to buy fake brand names is to feel guilty.

"With the development of social productive forces, people's consumption psychology will be more and more rational. They are very clear that real brands can meet their needs." Yin Haiwei said that wearing fake brands will be laughed at, which is a manifestation of the maturity of the consumer mentality. He believes that with the increase of the fixed income of the brand name consumers, the living goals will be improved accordingly, and the pursuit of quality of life will become more and more. "Their pursuit of brand will not only stay in the appearance of the brand, but also the recognition of the connotation and value of the brand, thus bringing higher brand loyalty."

In January 2012, Nike announced that it would launch promotional activities in Shanghai, pushing sales to $4 billion in 2015. The VF group has more than 500 stores in China, and plans to open 450 new stores in China in the next three years. In Yin Haiwei's view, after the "collective turn" of the real brand market, consumers will abandon the counterfeit brand.