Why Is The Brand Of Shoes And Clothing Sold In Chinese Standard?

The annual "3. 15" product quality parade ended last week. A number of international famous brands were ugly under the supervision and exposure of all kinds of forces. The brand charisma fell sharply, which is far from the international brand image of luxury luxury, high quality safety and standardized operation.

After the accident, many international brand names carried a shield.

Chinese and Western double standard

There is a serious "information asymmetry" between consumer goods manufacturers and consumers.

For consumers who are in a vulnerable position, the "product safety" and "quality standard" formulated by the state authorities are the most important reference systems for judging the quality of products.

However, in these "standards", there are often unpredictable risks.

Because these standards may have been abducted by manufacturers, because in the Chinese market, manufacturers may perform far below the global standards; because in some consumer goods markets, standards may be very vague or even nonexistent, and manufacturers may therefore act recklessly.

And this is not "persecution paranoia".

In February 21st, Johnson issued a statement saying its chief executive, Weldon, will step down in April this year, and vice chairman Grosse Ki will take over.

Comments from the outside world, Johnson's high level changes, or related to many of the previous 3 years of product recalls.

Weldon, who has worked in Johnson for more than 30 years, has been CEO and chairman for the past 10 years.

During its term of office, Johnson, founded in 1886, has developed into a super large enterprise with 250 subsidiaries. Its products cover prescription drugs, medical devices, personal care products and other fields.

But since September 2009, the world's largest health care company has had 25 product recalls, from contact lenses to children's Tylenol, from hip joints to baby chemicals, so as to surprise people. What's wrong with Johnson?

However, Johnson's global recall almost never touched the mainland market.

Every time the incident happens, Johnson China is always saying that the problem product has nothing to do with China.

Johnson's latest recall took place a month ago.

In February 17th, Johnson announced that it would recall 574 thousand bottles of "grape flavor antipyretic Tylenol oral liquid" sold in the United States for reasons of drug bottle design.

At that time, Johnson China issued a written statement as usual, saying: "the non prescription drugs of our company currently used by Chinese consumers are produced by Shanghai Johnson pharmaceuticals in Shanghai factory, which is fully consistent with the Chinese drug production quality management specification (GMP). The quality and safety are reliable, and there is no problem of foreign recall. Chinese consumers can rest assured."

The same situation has occurred many times.

When public opinion questioned Johnson's implementation of the "double standard" in China, Johnson would say that all its products produced in China "fully comply with the GMP standard".

But compliance with the GMP standard does not mean that it is not a "problem product".

"This is the difference between the regulatory system."

A domestic pharmaceutical company said that the US FDA (food and Drug Administration) was recognized as the most stringent food and Drug Administration in the world, and many products identified by FDA were "no problem" in China.

Global chains are like husband and wife shops.

In addition to product quality, the so-called

Take Carrefour as an example, localization of management tests Carrefour's world retail giant who has entered the Chinese market for nearly 18 years.

In March 16th, in response to the Zhengzhou garden shop's modification of meat product labels and other fresh food management loopholes, Carrefour's responsible person responded that Carrefour had immediately launched an investigation, during which he suspended the responsible person and instructed him to accept the investigation.

At the same time, a special team was set up quickly to cooperate with the local law enforcement departments in Zhengzhou.

A Carrefour insider said, "Carrefour is already the second largest retailer in the world. It is impossible to have strict rules on food safety.

It is worth considering that although Carrefour has entered the Chinese market for more than ten years, the localization of management has always faced some challenges.

Wang Tao, a former Carrefour's first Asian champion store manager and independent management consultant, said: "performance pressure and corruption may be the reason why many store employees and management do not follow the rules."

Carrefour's annual report released last week showed that Carrefour's annual income was 82 billion 760 million euros, an increase of 0.9% over the same period last year.

Among them, operating profit fell by 19.2%, just 2 billion 180 million euros.

International luxury goods repeatedly complained

At present, China has become an international luxury brand such as Europe and America.

According to the recently released Chinese consumer satisfaction survey released by the World Luxury Association, from March 15, 2011 to March 15, 2012, a total of 3756 complaints of luxury brands were received, and Prada ranked the top on the list of complaints of fashion brands.

According to the category, international list accounts for the most complaints, accounting for 46.5% of the total proportion.

At present, China has become a big consumer of luxury brands in Europe and the United States, but in terms of services, Chinese consumers do not enjoy top-level services.

These top brands provide Chinese consumers with dual standard services in Europe and other regions.

The World Luxury Association says that the same luxury brand sells more than 65% complaints per year in China compared to Europe.

Among all the complaints, 57% of the complaints about commodity quality were involved, accounting for 43% of after-sales service complaints, and 16.2% of the respondents who had received satisfactory reply or had been resolved. Most of the complainants were dissatisfied with after-sale services and attitudes and need to be improved.

"Complaint handling is not timely", "maintenance time is too long" and "maintenance price is too high" has become the "characteristic" that European luxury brands are criticised for consumers in China.

The World Luxury Association believes that the reason for this is that the development of international brand names in China's commercial market is low, the speed of brand opening is too fast, and the training and management of sales and service teams are neglected.