Why Is Brand Cold To Product Quality?

The negative news of international famous brand in China market is continuous: following the Zhejiang industrial and commercial department, because of the quality problems of the products and the imported high-grade leather shoes from Europe, the top brands such as Armani, ARMANI, BURBERRY and Zegna (Ermengildo Zegna) were also disqualified in Shanghai. After that, the famous brand women's clothes such as Etam and Vishaman (VEROMODA) were found to be decomposed by aromatic carcinogens in Guangzhou. Consumers wore Crocs shoes and took multiple injuries.

Despite the booming media coverage, many brands remain low-key in the face of exposure, even with a slight impact.

Behind the sharp contrast between the cold and the hot is the mature strategy of the international brand to deal with the "consumer crisis", or is it a challenge to the Chinese people's brand name consumption psychology?

Why are the brands of the problem products indifferent? When many famous international brands appear on the "problem products" list of the regulatory authorities, many consumers are quite "shocked" or even "angry".

However, reporters in the interview, also heard another voice: "such a famous brand will have quality problems?"

Maybe the cloth is made in China? "

"So many stars wear brand names. What's wrong with them?"

"Poor color fastness?

Decolorization and imitation, it's also a style, just like a designer deliberately cut out a hole in a pair of jeans.

Perhaps it is the tolerance of some consumers that only after the exposure of the regulatory authorities, most of the famous international brands chose to remain silent - no response, no explanation, no apology.

For example, when a 3 year old foreign girl wearing Crocs (CROCS) crocodile sandals was accompanied by his father at the prince's subway station on the way to the platform in Hongkong, her left foot was caught in a slight injury.

Afterwards, miss Crocs, a spokeswoman for the public relations department of the crocodile sandals in Hong Kong, said only that although there were many escalator accidents involving Crocs crocodile sandals in recent months, the company had not received any complaints from customers about the design of sandals. She warned customers to be more careful when using escalators.

The list of unqualified imported garments announced by the Shanghai industrial and commercial sector involves more than 20 internationally renowned brands. However, for nearly 10 days, only one enterprise has apologized to consumers through the media, and promised to take immediate measures to improve all garments.

Although more international brands have removed the "problem products" of the relevant batches and specifications, the staff can not give further explanation on what causes the quality problems and what corrective measures they take. The answer is mostly "waiting for headquarters investigation and notification".

Previously, a group of European famous brand imported shoes such as LV (LV) and Hugo Bos (HUGBOSS) were publicly destroyed after being destroyed in Zhejiang because of their unqualified quality. The relevant brand leaders said that their high-grade leather shoes sold well in Shanghai during the new year's day and had not been affected.

"Mrs. Bovary" is more "in foreign countries, well-known brands to deal with such incidents, most will also adopt the" cold treatment "method.

"The problem is, compared to the mature market, top brands have received much attention in China," Chen Xinkang, vice president of the school of international business management, Shanghai University of Finance and Economics, said.

As we all know, unlike the two or three line brands and commodities that follow the mass line, the first class brands, especially the top brands, belong to "niche products". They only focus on a small number of special groups.

These target customers choose the top brands, not just the technology and quality, but also the recognition of brand culture and connotation.

Miss Gao is an ordinary employee of an advertising agency in Shanghai. Her monthly income is around 4000 yuan.

In order to buy a Ferragamo white bag priced at 5700 yuan, she ate lunch every day for two months.

"Some female colleagues in our company have a strong eye. It will be the first time to see what brand of shoes you wear and what brand of bags you use.

Compared with brand name sets and jewelry, the cost of leather bags is higher. "

Some people call Miss Bovary, a famous brand like Miss Gao, "Mrs. Madame": because the income is not enough, we can only suggest that we are a member of the wealthy class by buying relatively inexpensive brands or accessories.

According to the Ernst & Young survey, there are two types of famous brand consumers in China: one is the "rich family" millionaire, the other is the white-collar office worker, whose age ranges from 20 to 40 years old.

The famous brand consumers in Europe and America are between 40 and 70 years old.