Local Clothing Brand &Nbsp;

With the temperature rising, shopping malls have entered the promotion season of spring and summer clothing. Recently, I visited a number of large and medium-sized shopping malls in the provincial capital, and found that nearly 80% of the women's clothing was written in English alphabets, which were often mistaken for foreign brands by consumers. Domestic garments 。

　　 Fake foreign brands fill the clothing market

22octotobre, MYMO, OBEG, JESSInewyork... In the two and third floor ladies' clothing department of the north capital mall of the provincial capital, we see that all kinds of clothes with the English alphabet as the brand name are flooded with stores. However, a closer look at the clothing label shows that these women's garments are mostly produced in Beijing, Shanghai and Guangzhou, and some even from brand registration to producing areas are all domestic products.

The salesperson recommended a Korean brand to the author. The author found that there are many different places on the tag, namely Lianyungang. Guangzhou Shanghai, Shenzhen and Korea. In the face of doubt, sales staff explained that because clothing fabrics and accessories were produced in different parts of the country, the places of origin were different. However, as many as four or five labels are labeled for the same brand clothing, it will be difficult for the ordinary consumers to form a clear brand awareness. "Fake foreign brands are very common in the clothing industry. In a shopping mall, the real import brand is over 20%." According to a clothing company, there are mainly three kinds of foreign brand clothing in the market: one is authentic foreign brands; the other is the cooperation between foreign brands and domestic enterprises, and the OEM in China; the other one is the design, production and sale of second brands, which are registered only in foreign countries, and the fake foreign brands account for more than 40% of the market share.

　　 Consumer psychology of "Chongyang"

The author is in the two floor of Parkson Shopping Center, provincial capital. Women's wear The Department met two young women who chose clothes, and they all said that they usually prefer clothes to foreign brands. "The first thing to wear clothes is to see brands. Although many brands with foreign words are actually produced in China, they are the first choice if prices are acceptable. Because "foreign" clothing will look high-grade and tasteful, so that friends can see that they also have a face.

According to the insiders, consumers are paying more and more attention to brand names when choosing clothes. Many domestic garment factories have grasped the psychology of "Chongyang" by consumers. They have tried every means to put their "brand clothes" on their brands, from production to packaging to marketing, and try to make their brands brand westernized. In addition, if we use the English logo, it will also help us to make foreign businesses and expand overseas markets. Even if exports are sold domestically, it will be easier to ensure profits.

Liu Lianhong, President of Hebei textile and garment industry association, analyzed that because of the recognition of foreign brands by consumers, many domestic clothing enterprises are now playing the abacus of foreign brands, and they hope to win the market through overseas trademark registration, inviting well-known spokesmen and using foreign letters as brand names. At the same time, he said, for garment enterprises, only a foreign name may not necessarily win the competitive advantage. Quality, style and so on are the basis for a garment enterprise to become a foothold in the market. Therefore, the domestic garment enterprises should first adjust product structure actively, constantly improve the product design level, and strive to tap national characteristics, shape national brands, and improve market competitiveness through product innovation.

The industry and Commerce Department said that the notice of the State Administration for Industry and Commerce on standardizing the names of enterprises and trademarks and advertising words explicitly demanded that "Chinese trademarks should be registered in the sale of goods or services provided by Chinese enterprises." The sale of foreign products in the Chinese market must be marked in Chinese on the product packaging and instruction manual. If product false propaganda is suspected of consumer fraud, consumers can report to the business sector.