Why Do Famous Brands Wear Quality Doors?

In recent years, the famous brand clothing products on the market in China have been exposed to serious quality problems.

The latest occurrence was in June 23, 2012. The business sector of Shanghai announced the results of spot checks on fashionable clothing sold by some shopping malls, supermarkets and brand stores in the near future.

Among them, ZARA, H&M, VERO MODA and other well-known brands, including 43 batches of clothing products failed.

The main quality problems of these garments are excessive pH value, unqualified color fastness, unqualified slip, unqualified fiber content and unstandard product identification.

We have to look at the quality gate events again and again. These are called "dazzling aura" under the strong advertising campaign.

Is it really a synonym for high quality?

Pretend to be foolish, "enemy" is too cunning.

When it comes to foreign brand clothes, we have to admit that since the reform and opening up, Chinese consumers have gradually developed a strange consumption habit that advocates or even superstities foreign brands.

And with the continuous improvement of our economic level and the increasing bombing of foreign brands.

Nowadays, most Chinese consumers can count on these expensive foreign brand clothes.

Some people, because they only buy expensive ones, do not buy the right ones. In order to catch up with fashion and pay attention to quality, they even buy a few pieces to improve their so-called "taste".

In fact, it is all because some consumers are freed from the "abnormal" consumption mentality of "expensive" and "demanding".

In early June 2012, Ms. He Xuerong, a citizen of Shanghai, bought a deep brown sling long skirt at a foreign famous brand store in a shopping mall in the center of the city at a price of 179 yuan.

However, when Ms. ho took the dress home for cleaning, he found that the skirt had a serious color fading.

She washed out a bowl of black water for the first time, but she thought some floating colors were normal.

So after drying for second times, I did not think of second times.

MS ho has always liked buying and trusting foreign brand clothes, but this time, she couldn't understand why the clothes of foreign brands would be so severe.

Worried that there would be any harmful chemicals damaging her body, she came to the local industry and commerce department with this long dress.

In the office of the industrial and commercial office, she did third cleaning in front of the staff about the suspending skirt.

This time it was cold water and no cleaning agent was added.

As soon as the skirt entered the water, the water began to become cloudy. The original water without color was covered with a layer of light gray. With the softness of the hand, the color of the water became deeper and deeper, and then the whole basin of water slowly spread to gray black.

This incident immediately aroused the attention of the business sector, and immediately informed the head of the foreign brand store to come to the investigation.

However, a few days later, in an official reply given by the foreign brand, it was said that the clothing had passed the quality test of the testing center of its company's production office in India, and the brand Chinese company has already reflected the situation to headquarters, which will strengthen the quality control.

Then, in reply to MS Ho's mail, the brand also said that each garment of the brand had to pass different tests before being sent to the store for sale (for example: shrinkage, distortion, color fastness, idling and fuzzing test).

The product safety legislation followed by the brand must be the most stringent legislation in the countries where its businesses are in operation.

However, such a flashy response is obviously not satisfactory to consumers.

At the same time, it is also impossible for China's relevant regulatory authorities to recognize it.

Immediately, the head of the Consumer Protection Bureau of the local industry and Commerce Bureau made it clear that no matter which country's brand clothing itself did the test report, it could not be used as a basis for product qualification. Only by re testing the report issued by the qualified third party testing agency in China, can we judge it.

He said at the same time, in fact, the three time to wash out the black water has been completely able to illustrate the quality of its products, the industry and Commerce Department will first guarantee the interests of consumers, the mediation of women and businessmen.

In the face of the business sector and the strong attitude of consumers, the foreign brand clothing enterprise has finally lowered its attitude.

In the process of mediation, the company made it clear that the dress was just tested in its own factory and admitted that it was not tested by the domestic third - party inspection agency.

They later asked the after-sale service staff to contact Mrs. Ho, saying they would return the goods unconditionally.

At the same time, Ms ho can make a free choice of the same item in the shop as a gift to the customer.

At present, Mrs ho has accepted the handling advice.

It is worth noting that this foreign brand clothing enterprise has never explicitly acknowledged the quality problems of its products from beginning to end, but has not yet apologized to consumers.

It is understood that the so-called brand name clothing that he met has long been complained by consumers all over the country because of the quality problems of its products.

Moreover, in the past few years, the quality supervision department of the State Administration of quality supervision, Beijing, Guangzhou and other quality supervision departments released the list of unqualified clothes for many times.

In fact, after the appearance of the unqualified quality inspection of foreign famous brand clothes, many brands that were detected problems had adopted a calm attitude.

Therefore, the "quality gate" incident of foreign famous brand clothing has not spread too much, and even many employees, including those of other brands in other cities in China, do not know this.

I am a male, I am a male.

In 2010, the AQSIQ organized the entry and exit inspection and quarantine authorities of the ten places.

And underwear carried out special spot checks, the results showed that some foreign brands failed to pass the rate of more than 50%.

Among the unqualified foreign brands announced, the imported GAGI underwear from Italy, the Puli hat brand imported from Korea, the 100% brand cotton knitted underwear, the ZARA sweater imported from Portugal, the CATIMINI conjoined suit imported from France, the black sweater imported from Japan and the BOSS underwear imported from Egypt are all listed in GAGI.

After discovering that the quality of foreign brand clothes has been detected again and again, we can not help us to ponder whether these so-called brand name clothes are still the pronoun of high quality. Is the foreign famous brand clothing still our model of "made in China"? These prices are not bad, and how many unknown brands are there in the Chinese market?

Gou Qiang is a veteran in the field of famous brand clothing trade and sales in the coastal area for many years.

Speaking of the "quality gate" event of famous brand clothing frequently appearing in recent years, he is not surprised at all. Instead, it is like a box of words that has been opened.

Speaking of what he knows about the inside market of famous brand clothing on the domestic market, he has a bit of relish.

At the end of 2010, Gou Qiang came to a western capital city and opened a brand clothing store in a shopping mall.

After running for a while, he found that the sales and profits of the stores were not as good as they imagined.

No matter how many sales promotion methods have been used, sales promotion has not been promoted from "buy one get one" to "limited time discount" or even reduce sales.

However, after several times, he suddenly realized a truth.

The western city economy is relatively backward, the high-end brand clothing market is only so large, and the sales volume of its own stores will not be affected by the price level too much.

Borrowing a movie line is that customers who are willing to spend 3000 yuan on a pair of underwear will never care to spend more than 2 yuan or 3000 yuan on a T-shirt.

Therefore, in the next period of time, he strongly thought about how to provide the profit of single garment.

Later, in his contacts with his colleagues, he gradually discovered a way to get rich.

In February 2011, Gou Qiang bought a number of brand-name clothes in spring through regular channels.

One of the men's jackets sold very well, and disappeared in less than a week.

Later, Gou Qiang took a sample of this jacket to find his familiar garment processing factory, and asked him to help himself imitate a batch of such clothes.

The garment processing factory is naturally obedient to the customers who come to visit, and the workers are arranged on the same day.

The process of imitation brand clothing is actually carried out according to the general garment processing.

First buy the cloth similar to the legal copy, then sample proofing.

At the same time, the trademark model is good, the trademark is made and the tag is handled accordingly.

Finally, it is sold to customers.

Gou Qiang soon put the fake designer clothes into his own store for sale.

In fact, he is not at all worried that this fake and shoddy behavior will be found by regulatory authorities, not even worried about ordinary consumers.

The first reason is that he has already prepared the so-called genuine brand clothes purchased from the regular channels to meet the inspection of the regulatory authorities.

The second reason is that he has carefully planned such imitation, and the other "fake and shoddy" clothing is slightly different.

The fabric chosen by Gou Qiang is not very different from the genuine one. The difference in fabric is not perceptible if it is not for professionals.

And the style is made according to the genuine version, which can be said to be subtle and warped, and consumers can hardly distinguish it.

The only possible problem is the fading of cloth.

It is understood that similar violations such as Gou Qiang in the name brand.

Instead of a case, it gradually forms a practice similar to the "hidden rules" in the industry.

After buying a batch of genuine brand clothes, this part of the peddler tries to sell them for a period of time, choosing the basic styles which are not outdated, simple and relatively large in sales.

At the beginning, they were still making a lot of trouble, but later, as time went on, they became more and more proficient in their procedures.

In order to earn more profits, some dealers will enter a large number of imitation goods. A price tag of seven hundred or eight hundred yuan will cost seventy or eighty yuan.

In order to pass all kinds of inspections, dealers will have a small amount of goods from regular channels, so that they can cope with relevant departments' inspection and experts.

Gou Qiang is relying on playing such a genuine, imitated version of the game, business more and more prosperous, in a relatively short time to earn a lot of ill gotten gains.

However, there is an old saying in China that many lines and injustice must be killed.

Gou strong hot business soon aroused the envy and jealousy of competitors in the industry.

In June 2011, several anonymous letters of complaint appeared on the desk of the relevant regulatory authorities.

At the same time, the "sword" action is being carried out in a "decisive battle" for the national public security, industry and commerce, health, quality inspection and other departments.

These letters soon aroused the attention of various departments. Gou Qiang and his famous brand clothing stores also entered the supervision department's line of sight.

After careful investigation and evidence collection, relevant departments took joint action, seized the store of Gou Qiang in one fell swoop, and seized the counterfeit and shoddy brand clothing with a market value of more than 10 yuan.

On November 7, 2011, at 10 a.m., two Nanning "Liang Jian" joint operations team destroyed special vehicles for counterfeit and shoddy materials, loaded with fake brand-name clothing from the Municipal Industrial and commercial bureau, and headed for a solid waste disposal company in the suburbs.

After the inspection and appraisal by professional bodies, Gou Qiang's clothing products were identified as fake and shoddy brand clothes, so they were decided to be burned and destroyed.

At the same time, the counterfeiters have been severely punished by relevant departments.

As the old saying goes, "a fort is always broken from within."

Through Gou Qiang's case, we can easily find that no matter how crafty the counterfeiters are and how hidden the means are, they will eventually escape the sanction of the law.

At present, China's counterfeit and shoddy products are becoming more and more complex, showing the characteristics of local protection and high-tech fraud.

Some state organs and staff members bribed the law. Some local governments pursued GDP unilaterally and became an umbrella for quality violations.

However, when "the world is wide, it is not easy to leak". When some people fall into the trap of becoming an accomplice and an umbrella for money to become a counterfeiter, it is lucky to think that the "offensive and defensive alliance" made in advance will be unbreakable.

But it is proved that as long as the counterfeiters are caught, they are always like a dog in their own homes.

The former deputy director of the Binchuan Bureau of industry and Commerce of Dali Prefecture, Yunnan, acted as an umbrella for illegal enterprises. She accepted bribes and shielded illegal enterprises from counterfeiting and selling.

It is a constant truth that "the hand does not stretch and the hand will be caught".

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Greedy and expensive, famous brand clothes are "arrogant".

I am not surprised to hear that more than half of the designer clothes are unqualified. This is entirely possible.

Whether domestic brands or international first-line brands, there may be testing quality problems, which also exposed a lot of first-line brand survival in China.

This is a topic discussed by a scholar of the College of clothing and art design of Donghua University at the meeting.

Indeed, compared with food safety, the importance of clothing quality seems to be lighter. After all, it is not the import that can directly produce the situation.

But we must know that clothing is almost always "intimate contact" with our body, which is seriously endangering health.

Then, we will have to discuss what causes the frequent quality problems of today's famous brand clothing. Who should be responsible for the quality problems of famous brand clothes?

First of all, consumer psychology, which is prevalent in China's consumers, plays a big role in this.

Some famous brand clothing, especially the first-line brand, often has strong advertising support as a support, supplemented by cultural and stylistic connotation, engaging celebrities at home and abroad to make endorsements, so that consumers can worship like them.

In a brand name clothing store recently exposed by relevant departments, we made simple visits to consumers and salesmen.

When asked if they knew the quality risk of the brand clothing, consumers and salespeople basically did not know clearly.

Later, when they heard that the clothing of the brand had been tested for serious quality problems, their response was quite surprising.

A salesperson told us gently that it could not be a rumor made by someone with ulterior motives.

Another consumer, with a dubious tone, said that designer clothes should not be of any quality problems, and that they might have been counterfeited.

Another consumer actually answered: "the problem must be processed in China, but there is no way. In China, the quality of designer clothes has also dropped."

It can be seen that our people blindly believe that the habit of brand name clothing products with good quality is deep-rooted.

At the same time, for some so-called international brand clothes, they attach importance to the quality of clothing that is related to the rights and interests of Chinese consumers, far behind their emphasis on Chinese consumers' wallets.

Nowadays, as long as foreign brands are sold well in China, this is almost a common phenomenon.

Even some very common brands abroad, such as Levi 's, CLINIQUE and other foreign second-line brands, have experienced gorgeous turns in China and become full aristocrats.

This foreign shirt sells for 10 dollars to China to sell more than 400 yuan, 3, 40 dollars of jeans in the domestic price of 1000.

As a matter of fact, some foreign brands have gradually entered the localization line after entering China, and even managed two companies at home and abroad. There are many loopholes in production and sales.

There is no doubt that the quality door problem of famous brand clothing is largely spoiled by consumers.

In addition, the supervision of brand clothing by relevant departments in China is also one of the reasons leading to its quality problems.

To sum up, the quality of famous brand clothing is not only a problem of production enterprises, but also a problem of supply chain printing and dyeing, processing and so on. It is a problem of the whole industry chain operation and sales.

If we want to completely eliminate the "quality gate" incident of famous brand clothing, we also need strong supervision and deep reflection from all sides in the industry.