Who Is Making The Fake Shoes?
Adidas, Nike, KAPPA, Lining, Anta and other famous sports shoes brand has been sought after by consumers.
These brand shoes are mainly concentrated in the shops of high-end stores, or the sales of exclusive stores in busy streets of large and medium-sized cities. They are popular in the market by virtue of brand effect.
Because of the high price of shoes and the limited number of stores, some shoe makers have spotted this "business opportunity" and started the business of counterfeit shoes.
In recent years, the State Administration for Industry and Commerce has launched a special enforcement action against counterfeiting in the whole country from September 2007 to December. It has investigated and dealt with some cases which are of a rather bad nature, affecting a wide range and typical cases, and achieved remarkable results in the past few months.
Recently, it has been discovered that the phenomenon of kana shoes has been well managed in larger shopping malls, but in some small clothing shoes stores, foreign trade stores, brand discount stores and even on the stalls, kana shoes are still widespread.
A fake Nike in a shoe city in Beijing has a price of only 50 yuan. Where does these fake shoes come from?
Why do we repeatedly fight in the anti counterfeiting activities of the departments concerned?
To this end, conducted an investigation and interview.
Small shoe store: most of the shoes are fake, and around the gymnasium of Chongwen District, Beijing.
There are dozens of large and small sporting goods retail outlets near the Chongwen District gymnasium in Beijing.
Adidas, Nike, KAPPA, Lining and other brand tourism sports shoes display attracted many consumers from Beijing to come and buy them.
I went into a shop.
Several brands of shoes are displayed in the shop, and most of them are based on Adidas. It is observed that the styles of these shoes are roughly the same as those of the brand shops.
How much is this pair of shoes?
Picked up a pair of shoes marked with Adidas trademark asked.
A middle-aged woman with a shopkeeper's looks said enthusiastically, "this is the new model of this year. It sells more than 400 yuan in the exclusive shop, and I only sell 120 yuan here.
Watch it and try it on. "
Is it true?
Why is it so cheap? "
Questioned.
Can you buy 120 yuan for real money?
To tell you the truth, our products belong to high imitation products, and the styles and quality are not much worse than the real ones.
The boss recommended his own "shoes" and handed out a pair of Adidas skateboard shoes with the number 41.
After observing the shoes, he found that the labels of the shoes were very rough, and the handwriting was vague. There was no warranty certificate for the regular brand shoes.
At the bonding point between the sole and the upper, you can see clearly some yellow glue, and the sole is very thin, making it very rough.
After pretending to try it on, he left the shop on the pretext of not fitting his feet.
The shops that followed were similar to the store. Many fake brand shoes were displayed in the shop.
He contacted the staff of Adidas (China) sales company. According to the staff, Adidas brand stores are located in high-end stores or exclusive stores. They all have uniform design and decoration. They are absolutely impossible to sell with other brand shoes in the same store.
Then, he came to the wide street, which sells mainly foreign trade goods.
The small shops in this street also sell famous brand clothes and shoes. Compared with the small shops around the gymnasium, the famous brand shoes are known as export goods exported to domestic market.
In a shop, the salesperson talkback, "our shoes are all parts of the overseas brands in China, and the quality is very good."
She affirmed that the shoes sold in the shop were genuine.
It is understood that under normal circumstances, the so-called foreign trade refers to the domestic shoe manufacturers according to foreign samples or foreign samples, domestic processing of materials, after the completion of the remaining part of the order, or because of a variety of defects were "removed" from the return, it has become "export to domestic shoes", due to the style and fabric, well received by domestic customers.
However, from a shoemaking company's insiders, it is learnt that manufacturers will produce more products than customers require to prevent shortages due to quality problems.
However, foreign businessmen are very strict in the quantity and fabric management of processed shoes. The number of processed shoes is more than that of orders, and the number of orders is basically controlled between 3% and 10%, that is, 100 pieces are processed at most 10 pieces.
Therefore, only 35 or even one or two pieces of "defective products" are commonly used in shoes of the same style, and generally do not have large quality problems.
In terms of fabric, there are usually no more left. Even if there are several pieces or pieces, there will not be a lot of surplus.
"At present, there are many foreign trade clothing stores on the market, many of which are the guise and signboards attracting customers."
The insiders of the shoe company have pointed out the mystery. "Because of the protection of their brands, foreign brand enterprises are very strict in the management of shoes raw materials and trademarks, and there are basically no fabric left in a batch of orders, even if there are, there are only few left.
Sometimes trademarks will be cut off by foreign businessmen before they are returned, otherwise they will infringe intellectual property rights.
In the regular foundry, there are representatives from foreign countries at any time to check. Under their supervision, the defective products will eventually be destroyed, and more quota must be reported. These matters are strictly stipulated in the processing contract. The regular factories will never violate the contract for this little benefit, nor will they let the few "end orders" flow into the market.
Shoes wholesale market: kana shoes, hardest hit area, it is understood that Adidas and other foreign brands have their own distribution centers, directly facing the major stores.
Where do these fake shoes come from?
How does it flow into the terminal market?
He learned from a saleswoman in a shoe store that most of these shoes were purchased from Dawei shoe city at the bottom of the 100 Rong Shimao mall near Dahongmen, and Wenzhou shoe city and Dakang shoe city.
After that, he rushed to the Dawei shoe city at the bottom of the Bai Rong Shimao mall.
When he arrived at the shoe city around 3 p.m., he found that the shoe city had been closed.
Later, it was learned that the wholesale markets were open at 5 o'clock a.m. and closed at 2 p.m.
Second days, 6 o'clock in the morning came to Dawei shoe city.
The Dawei shoe city is located on the right side of the central axis of the South Third Ring Road, with a business area of 20000 square meters and nearly a thousand stalls.
They are divided into children's shoes, tourist shoes and cloth shoes.
In the same shoe area, it is also divided into Wenzhou shoe area, Jinjiang shoe area, Hebei shoe area and so on.
In different shoe areas, there are many "take the goods" people, carrying the shoes they pick, and quite a few are fake brand shoes.
In the small shops investigated, most of the counterfeit shoes are tourist sports shoes.
In the Jinjiang tourist sports shoes area, which is located between fifth and 9 of the shoe city, it is found that in these stalls, there are several so-called fake shoes such as Adidas, Nike, KAPPA, Puma or Lining on most stalls.
At a stall on the sixth lane, it was found that it was posted on the notice of "pfer of stalls due to urgent need".
In order to make shoes business in Beijing, he wanted to rent his stalls as an excuse to negotiate with his boss, and I learned some of the inside story of the fake shoes.
At the stalls of this stall, shoes are made of 4 domestic brands, such as "golden mouse". In the most conspicuous places, there are several Nike and Adidas fake names.
According to the boss, his stalls have two categories: domestic brands and "imitation cards" (that is, fake cards).
Among them, there are many domestic brands, but they sell badly, while the imitation cards only sell several times, but they sell very well.
Why don't you put in more than a few copies?
Asked.
The boss said, although there are many "imitation" shoes, but afraid of the business sector to check, if there is the news of industrial and commercial inspection, the "imitation card" put away, with domestic brands to cover, it is more "safe".
"Actually, domestic shoes are not selling very well. Without these" imitation cards ", we would have closed long ago.
The boss said that a pair of "imitation card" cost price of about 30 yuan, wholesale prices generally higher than the cost price of four or five yuan, the sale of several "imitation card" turnover accounted for more than half of the total turnover.
According to the boss, these "imitation brand" shoes are increased by sales volume.
One of the "imitation brand" Adidas can wholesale hundreds of pairs a day, according to a pair of shoes earn 4 yuan, 30 pairs of shoes will be able to bear the cost of one day (50 yuan rent, 20 yuan warehouse costs, plus 30 yuan of wage).
When asked where the "imitation cards" came from, the boss explained, "it depends on your eyes."
When you find out which shoes are popular in the market, buy them immediately and send them to some smaller factories in Jinjiang, Nanan or other places in Fujian. Ask them to do the shoes according to their styles and materials, and tell them the quantity ordered and the name of the brand to be imitated.
After that, these manufacturers will collect materials according to the requirements and then process them.
You can finish the order in about a month or so, and you can't do business at all.
Generally speaking, 50 pieces of shoes factory (about 15 pairs or so) are ordered.
It is understood that a shoe usually has two years of popular cycle. This "imitation card" usually has a repeat customer. When the stores are sold out, they will come to them to get the goods. If the wholesale market "imitation card" sells well, before the failure occurs, as long as the vendor gives orders to the shoe factory, the shoe factory will continue to produce and deliver the goods.
In addition, it is found that there are few business licenses in the stalls of Dawei shoe city. When calling the business department in the area, the answer is that the market stall owners are applying for business licenses.
It is understood that Beijing hundred glory great shoe city opened nearly 3 years, and the application time for business license is only a dozen working days.
Small shoe factory: the hotbed of pseudonym shoes recently came to Jinjiang, Fujian, which is known as "shoes capital", and Nanan, which has developed rapidly in recent years, has conducted an in-depth investigation on the source of the production of kana shoes.
At present, Jinjiang has become the largest production base of tourist sports shoes and the important production base of world sports shoes.
There are more than 3000 footwear enterprises in the city, 445 shoe export enterprises, and over 350 thousand employees, with an annual output of more than 900 million pairs of shoes, with an annual output value of nearly 20 billion yuan.
Among them, the total output of sports shoes accounted for 40% of the whole country and 20% of the world's sports shoes.
On the streets of Jinjiang, there are advertisements for shoe companies everywhere.
In some villages of Jinjiang, shoemaking factories are next to each other.
There are plenty of small family workshops in these shoe factories.
Some manufacturers are the boss to build their own homestead into a three or four story small building, and then recruited dozens of employees after it became a shoe factory.
In recent years, China's shoe market has been dominated by famous brands such as Adidas, Nike, KAPPA and domestic brands such as Lining, Anta, Ali, Philharmonic, 361 degrees, del Hui, and noble birds in the high-end market.
If we compete with these brand shoes enterprises, in the same market environment, many small manufacturers will not gain the upper hand.
As a result, under such circumstances, some small manufacturers are faced with three choices: one is to do well the quality of shoes, and the other is to take the low-end market; the two is to OEM for large brands at home and abroad, and the other is to make fake brand shoes. Three,
Manufacturing fake brand shoes is more profitable than the first two choices, and it is not easy to cause inventory.
Therefore, some small manufacturers choose to make fake brand shoes.
In the interview of Taiyuan Road, Jinjiang, we found dozens of shoe factories on this road.
When I entered one of the shoe factories, I saw such a scene. The garbage on the floor of the workshop was 5 centimeters thick. It seemed that it had not been cleaned for a long time.
The workshop is full of "famous brand" shoes, and the white lime on the walls can hardly see the original colors and wear them.
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