Deciphering Business Circles: Wearing "Foreign Vest" Is Not Local Product?

South Korea has nothing to do with packaging, but most of the packaging instructions are in Korean. It has nothing to do with Italy, but on the label it is the "Italy XX distributor" logo.

This is the phenomenon discovered by our industrial and commercial department in the recent inspection.

The phenomenon that local goods prefer "ocean waistcoat" is not uncommon. It is still necessary to think deeply about globalization, diversification of business strategy and diversification of consumption.

Recently, about

The news came to the newspapers from time to time. First, the "flying man" Jordan asked China Jordan sports to "stop infringement" and will be placed in court with it. Later, a Chengdu man applied for the registration of the Chinese star "Jeremy Lin" trademark and had received the notification of acceptance.

Ningbo industrial and commercial inspection in the recent days also found that enterprises unauthorized to label the origin of domestic clothing as Italy.

According to the author's understanding, many Chinese listed companies have both Chinese and English names, and foreign names have played a positive role in the process of developing international markets. Some of them have become famous overseas and become competitive brands.

However, more enterprises have no brand strategy for foreign names, they are just playing the foreign devil and seeking temporary profits.

With the increasing importance of patents, the latter's practice is undoubtedly aggravated, and the infringement lawsuit is not worth the candle.

Foreign names help improve yourself.

"It's not surprising that there are foreign names in China's products. So are many of the big brands in China."

People from Haier, Lenovo, Hisense, YOUNGOR and AUX in Ningbo have their own "foreign names".

This person said, "foreign name" is an important means for enterprises to integrate with the international market. If an enterprise wants to start an international brand, it must have a foreign name or even a foreign trademark.

According to the statistics of the Municipal Bureau of Commerce and industry,

In order to go abroad, enterprises have registered overseas trademarks. Up to the end of last year, the number has reached 7471, and the number is in the leading position in the province.

Therefore, it is not surprising that enterprises should have "foreign names".

"From the perspective of enterprise development, foreign names can be understood."

Shi Bin, deputy director of the Social Sciences Institute of the Ningbo Academy of Social Sciences, said that through studying the advanced concepts and techniques of foreign countries and improving the quality of products, many foreign enterprises in the country and even the whole country, though walking on the way of raw materials processing and OEM production, have their own strength in the international market, but only need to upgrade their brands.

Taking a look at the development of some enterprises in China, some creative and fashionable foreign names can really play an important role in promoting the development of enterprises.

If YOUNGOR pliterated the English "YOUNGOR" in the early "Youth" garment factory, the YOUNGOR brand was established, which not only retained the tradition but also innovated, and had a positive impact on product competition; Tianjin's old name "Goubuli" registered the English trademark "GOBELIEVE" a few years ago, which is a well spoken and well meaning foreign name, adding a new connotation to "Goubuli" brand, and also contributing to its promotion in the international market.

- a lot of "waistcoat" is just for profiteering.

Of course, some enterprises just want to make huge profits in the "waistcoat".

Not long ago, Yinzhou's industrial and commercial premises directly under the jurisdiction of Italy seized 936 pieces of clothing that were not standardized and were mistaken for the production of garments.

According to the party Chen, the clothes were produced by an enterprise in Wenzhou, and Chen's father registered an international garment company in Hongkong in 2006. The "international company" usually did not engage in business activities. Chen found that consumers liked Italy products better and made the logo of "Italy XX International Clothing Co., Ltd. general distribution" on the label.

"Caters to the consumer's worship of the ocean is also the reason why companies like foreign names."

Shi Bin said.

It is understood that after the sale of clothing to the total distribution of Italy enterprises, Chen's sales doubled.

"We can see that consumers are blindly pursuing foreign products."

It is reported that the above garment enterprises have misled consumers and violated the consumers' right to know, the right to choose independently and the right to fair trading, which are prohibited by law.

In addition, because China's law does not prohibit the use of foreign names for product packaging, it also causes some "fake foreign devil" to fish in troubled waters.

Ms. Chan presented a biscuit to the author. Only 80% of the contents on the front package were Korean elements, and four lines of Korean occupied most of the locations.

After careful examination, the biscuit was produced by a Fujian company and had nothing to do with Korea.

The author showed this package of biscuits to 10 people, and 8 thought it was Korean biscuits.

However, because the product shows its name, manufacturer, production date and so on in the smaller Chinese font on the back, it does not constitute a counterfeit, but it does cause misleading to consumers.

Both inside and outside can win the market.

"Such cookies, if the quality is not good, consumers will definitely not buy this again.

If enterprises want to really retain consumers, the key is to rely on quality. "

Shi Bin said, "despite the fact that consumers are generally rational, consumers may choose" foreign names "for the first time, but ultimately the quality of products.

It is far from enough for an enterprise to have a name.

To win the market, the final determinant is product quality and service consciousness.

Japan's TOYOTA motor entered the Chinese market without a Chinese name, but simply plated TOYOTA into TOYOTA.

Toshiba and Panasonic have taken the same approach, and they have also gained popularity in China.

And many of China's time-honored brands, after decades of product quality precipitation, in the process of winning the consumer market, the name is only an auxiliary means.

Obviously, the brand is the coat, the quality is the core, the enterprise only internal and external training can really grow up, win the broad market.

News memory

More than 100 cases of trademark violations investigated by industry and Commerce

Some consumers are blindly advocating famous brands and fake consumption mentality. Some vendors are driven by profiteering. They often take risks in making fake selling and selling illegal business activities.

I learned from the industrial and commercial department that since the beginning of this year, the commerce and Industry Department of our city has investigated and dealt with 124 cases of trademark violation, including 102 cases of counterfeiting and infringing goods, accounting for 82.3% of all trademark cases.

Specifically, foreign-related high profile trademarks have been infringed more frequently, and the industry and commerce departments have investigated and dealt with high popularity of foreign trade.

60 cases, an increase of 25% over the same period, accounted for 52% of the total number of trademark infringement and counterfeiting cases.

The key commodities involved are concentrated in the field of consumer goods, such as clothing, production materials and so on. Among them, there are 11 cases of counterfeit infringement of clothing trademark, followed by 10 cases of trademark infringement.