International Brands Under The Scandal: Chanel And ZARA Are Still Popular In China.

Recently, a European Union Research Report showed that about 100 ingredients may lead to allergic reactions, including the tree moss used by the famous French brand Chanel's "perfume No. 5".

The report recommends that the products made of these sensitized ingredients are partially restricted for sale and partially prohibited from sale. Perfume No. 5 also ranks with the recommended ban list.

In China, Chanel counters are also rare. The number 5 perfume sold every year is innumerable.

However, at present, all the perfume products sold on the Chanel No. 5 sold in China do not indicate all the perfume components, and only contain chemical substances such as alcohol and ethyl alcohol in perfume.

There is no official explanation for the allergy situation of domestic consumers, which seems to have little effect on sales.

A similar situation exists.

Areas often appear, ZARA (expand location information), GAP and H&M have detected quality problems in the past two years, and relevant departments have also investigated and dealt with them, but the products are still sold. Consumers still buy them. These foreign brands have not been hit by quality problems, but they have launched numerous exhibitions in the Chinese market.

Why do these "scandals" do not have much negative effect? Under what conditions will this situation be formed? What is the gap between domestic and foreign brands?

From the analysis of brand itself, a large part of it depends on brand promotion. As we all know, brand positioning refers to the commercial decision-making of a specific brand on cultural orientation and personality differences based on market positioning and product positioning. It is the process and result of establishing brand image related to the target market. Brand positioning also determines brand publicity. What is the main publicity of Chanel or ZARA and H&M to invest huge funds? What is quality? Is it a workmanship?

No, Chanel focuses on creating an atmosphere of luxury and dignity.

Foreign fast fashion brands emphasize a young and fashionable attitude. Many domestic brands are obviously consistent with foreign brands in positioning and selling price, but they spend a lot of time on quality and workmanship when they advertise.

I always say that women do not have reason. I do not agree with this statement, but we can be sure that female consumers are absolutely irrational. In today's increasingly diversified commodity market, how many women consumers choose clothing to observe quality?

According to the popular language, quality is anything but floating clouds.

As long as the brand, style, and price are enough to allow consumers to agree, foreign brands themselves do not have too much publicity in their quality. Consumers are subtle and demand for this aspect will be relatively low. Even if there is quality problem, the tolerance will be relatively high. As long as the fast fashion represented by the brand is not outdated and the sense of extravagance is not reduced, consumers will not abandon it.

In addition, the attitude of relevant departments also affects consumers' ideas.

The quality problem is not a new topic for foreign brands. Only in China, ZARA has repeatedly boarded the quality blacklist in the past two years, and has been criticized by the Consumers Association of Beijing and other places. But why can it still be popular after frequent problems? Is it a foreign monk who reads chanting well? The punishment measures of the regulatory authorities are just like a scratch on the international brand.

It is easy for consumers to create an illusion that the quality of clothing itself is irrelevant.

However, this situation is also given to China.

A good inspiration, of course, is not to abandon quality, which happens to be our strong point. To carry forward, the inspiration is that the brand should invest more strength in doing the homework in brand promotion, and think about what the consumers really need most.