The Luxury Marketing Of Hermes And Other Luxury Goods Only Calls For Counterfeiting But Not Authenticity.

Foreign counterfeiting, domestic website gun.

It has been reported that France has seized international criminal gangs producing fake hermes bags, and counterfeit goods are flowing to Asia.

After that,

CEO said that the sale of Hermes counterfeit goods was up to 80%.

Then, online shopping luxury goods still rely on it? Reporters noted that the domestic luxury goods purchasing website will show that "support the counter inspection", while most luxury brands say they do not provide special inspection services.

That is to say, online shopping luxury is really false, in fact, it is not a conclusion.

According to the insiders, it is only arrogant marketing for luxury goods that they only shout for fake and not prove authenticity.

Event review

80% sale of Hermes is fake.

A few days ago, the French National Police Force cracked an international criminal gang that manufactures, circulates and sells "Shanzhai" Hermes bag. Two former employees of the former Hermes who have been dismissed are suspected to be involved. In addition, there may be several employees of Hermes.

According to media reports, the sale of high imitation bags to unauthorized outlets in Asia, the United States and other European countries is worth 18 million euros (about 145 million yuan).

Hermes CEO Patrick Thomas said that the sale of Hermes fake products was as high as 80%, "this is a shame."

After the incident, many consumers questioned, "is the merchandise sold in Hermes store a fake? How much is online sales?"

After that, Hermes China issued a statement saying that all Hermes leather bags purchased from Hermes stores can be certified as Hermes.

Hermes continued to crack down on counterfeiting, but "no special inspection service is provided."

The electricity supplier said

"20% more is genuine."

Responsible person of a luxury electric business:

We ensure that we sell.

It's a certified product. We support the counter inspection, and 7 days unconditional return.

From the Chinese online shopping market, the volume of luxury websites is relatively small, and more should be the global purchase of Taobao or eBay.

Hermes CEO said that the sale of Hermes fake products was as high as 80%. I am very grateful to him, which means that 20% of the products are genuine.

The products we sell are licensed by both brands and buyers. There is a buyer team buying goods in international formal channels.

It is not a problem for the partners to have the channel resources, and they have many years of cooperation with the brands.

In addition, the quality inspection department of Hongkong must pass the test, which is a flaw, not a true or false one.

We are all concerned about the problem of defective goods.

Voice of industry

"No inspection is against the second-hand market".

Tian Yuan (Beijing pawnshop pawnbroker):

For the pawn industry, identification of authenticity is a very important link. All luxury brands do not provide special inspection services. They are in fact resisting second-hand market circulation.

In fact, foreign second-hand luxury goods market has been precipitated for more than ten years.

The salesperson of the domestic franchised shop is sure not to distinguish, the ability to distinguish authenticity is learned from Japan and Taiwan.

In addition, we will go to Guangzhou to see the super A bag (Gao Fangpin) and understand the latest technology of high imitation.

It is said that there is a "local way", that is, to send the brand to maintain, if the brand is accepted, it is no problem.

"Luxury marketing, hurting yourself and hurting others"

Li Zhiqi, chairman of Beijing Chi Chi future marketing consultancy group,

Consumers must first buy genuine goods. If the brand does not take any measures to control and cause authenticity, it is difficult to distinguish between the true and the false. Then, where is the high premium for luxury goods? No special inspection service is irresponsible to the consumers, but also irresponsible to the market. For a long time, the quality of the brand will produce a crisis of confidence and ultimately hurt itself.

Luxury brands should consciously create distance and scarcity, and achieve a certain level. That is to create a "fishing mentality" for consumers. Arrogant marketing is a common method.

However, I believe that safeguarding the legitimate rights and interests of consumers is the basic obligation of the brand. In order to avoid vicious circle, the brand should be clear.

In terms of after-sales service, some luxury brands are even treated differently at home and abroad, and should also be improved with the gradual maturity of Chinese consumers.

Scholars' viewpoints

"The difference between domestic and international prices is the driver of parallel imports and counterfeit goods".

Zhou Ting, Dean and doctor of the Institute of wealth and quality:

Luxury brands are ambiguous about "Shanzhai". They refuse to fake goods on the surface, but they do not think so.

Being copied is actually an opportunity to expand the brand influence to a certain extent, and only a good brand will be copied and copied.

Another important reason is that luxury brands can not afford to fight against counterfeiting, nor can they fight. They are just bluffing and shouting.

The emergence of so many fake goods has a certain relationship with China's market environment, and the price difference between luxury goods at home and abroad is a direct push for parallel imports and fakes.

Luxury goods in China

It is one of the future market growth points, but the luxury electric business is different from the online shopping of fast moving consumer goods, and it must also be stripped from the ordinary online shopping.

FMCG online shopping is a price war, and luxury electric providers not only highlight convenience, but also emphasize service and quality.

I think the luxury electric business should be service, not only the convenience of online pactions, but also the cable service, such as the entity experience shop, the enhancement of consumers' perception of products, and the distance from the consumers, including logistics, repair, maintenance, after-sale and public relations activities under the supporting line.

This is the healthy development trend of luxury electric business.