Gucci Takes The Black Pot For Shanzhai Brand

Recently, AQSIQ held a regular press conference to announce the failure of imported children's products in 1-5 months in 2013. The internationally renowned luxury brand Gucci ( Gucci It's also on the list. When the news came out, there was a wide range of attention, and the luxury of luxury goods was not reliable, and Gucci's public relations company told reporters that it was a misunderstanding, a mistake buried by Gucci for the same name "Gucci".

　　 Gucci Wronged?

The AQSIQ announced at a press conference that infants and young children were imported in 1-5 2013. clothing 130 batches of unqualified samples were detected, including 44 thousand weight and 447.6 kilograms, with a value of 1 million 157 thousand and 400 yuan, involving brands including Gucci, GAP, H&M and Zara.

The reporter contacted Gucci's "children's clothes" incident to Gucci (Gucci), a public relations company in China. The staff said, they also saw the news before we knew about this matter, and then verified with Gucci company, Gucci brand children's wear is actually no problem, the children's clothing sold in the country are qualified. Liu's staff said that the company registered the names of the imported children's clothing companies that had problems. The name was "Gucci certain company limited", not Gucci's. clothes 。 "There is a manuscript in the AQSIQ (official website) that" imported infant clothing is unqualified, involving brands, including Gucci, "so it was quoted by many media. After we knew this, we immediately contacted AQSIQ, hoping to check the product batch number and send a clarification mail to the journalists who attended the press conference, but all of them were rejected. Liu surnamed staff said.

Why can it be sure that something is wrong with its own product? The staff member said that if Gucci had been checked by customs, the company would definitely receive the news. Gucci has not received the information that the product is intercepted by the customs, so the unqualified product can not be Gucci all.

Reporters tried to search Gucci Limited from the Internet, and the search results did appear, such as "Nantong Gucci". Clothes & Accessories Dozens of companies such as "limited company", "Yiwu Gucci leather products Co., Ltd.", "Shanghai Gucci Mdt InfoTech Ltd", "Kunming Gucci Trading Co., Ltd." and dozens of other companies. Did Gucci take the black pot for one of its brands? The reporter then contacted the AQSIQ, but his staff did not give a clear reply, saying only that the information posted on the website was the criterion.

When asked about the handling of the "children's wear" incident, Liu's staff said that after the news was issued, the company issued a statement: we have noticed the announcement issued by the AQSIQ recently, and after having verified communication with the relevant departments, Gucci's brand children's clothing has not been detected with the problem of unqualified quality. Gucci has always respected and respected China's laws and regulations, and has attached great importance to product quality. The products sold by Gucci in China are accepted and passed the strict inspection by the national quality inspection department. If there is any commodity that is not in line with the local standard, it will not enter the Chinese market.

Why did Gucci deal with this incident? "The AQSIQ issued a great manuscript. It only mentioned a small number of Gucci, and it was not aimed at a batch of children's clothing. It was aimed at many brands and products. And lots of news, hot spots soon passed. " Liu surnamed staff said.

Shanzhai rampant

Gucci is not only the name of the company is imitated, but the history of the product has been a long history. The international well-known luxury brand "Shanzhai" has been an open secret between the industry and consumers. A special Gucci sells women's bags at a price of 13000 yuan. It can search nearly 2000 results ranging from $1210 to $9880 on the Internet. The price of some online shops is 1210 yuan, but the product has a special price of 210 yuan RMB.

The owner of the shop told reporters that the product was "1:1", and now it sells 210 yuan because the shop is doing activities. Another shopkeeper, who sells for 1400 yuan and sells for 680 yuan, told reporters that the bag was genuine, with a small ticket, and also supporting the counter inspection. In the face of the question of why the price is so cheap, the shopkeeper said, "our bags are purchased directly from inside the factory through special channels, plus we are making special promotional prices now, so the price is so low."

Liu Xiaojie, a seller of cottage brand, told reporters that she would let her know that the bag was a copycat before they paid their money. "Basically do not have to be clear, people will see that the price is false. The fake is also divided into several grades, such as the original, 1:1, and cargo. The original version is higher than the 1:1 similarity. Buyers usually ask what kind of imitation it is, and buyers generally want to imitate the most similar ones, which basically cost thousands of yuan. When asked what grade it was, Miss Liu quipped, "no time, no more."

If you meet a rookie buyer, will you sell the fake bag as a genuine product? The seller said it would happen. "Some brands are better imitation. For example, Prada, Burberry, part of the factory is in China, the imitation is very good, it must be sold. Of course, we do not exclude factory packages, that is, unqualified products on the production line, add a standard and then flow into the market.

In the face of small ticket, it also supports the question of whether the products will be Shanzhai bags. Miss Liu said, "some buyers told me that in fact, the domestic counters simply did not inspect the goods, but I did not practise them. The small ticket is too good to imitate, basically no technical content.

Cautious future

According to the latest report released by the World Luxury Association, as of the end of December 2012, the total annual consumption of China's luxury goods market has reached 12 billion 600 million dollars, occupying 28% of the global share. China has become the largest luxury consumer country in the world. In 2012, Gucci's third largest extravagant group Kering reported that in 2012, Gucci contributed 3 billion 639 million euros to total revenue, accounting for 59% of the total sales volume. From the single quarter, sales in the one or two quarter and the three quarter of 2012 increased by 12%, 10% and 7%, respectively, which has declined. Although the four quarter of 2012 has been warmer, the February of the Chinese Lunar New Year began to decline in 2013, and the prospects for 2013 in 2012 are still cautious.

Senior Research Fellow, Zhejiang Merchants Securities Research Institute Guo Lei From an economic point of view, luxury is nothing more than products whose demand price elasticity is greater than 1. The essence of luxury goods is pricing strategy for high-end market, while Shanzhai is to reduce marginal pricing and expand the market to lower demand elasticity. If laws and regulations can not be strictly enforced, Shanzhai is easy to appear. He said that the vast majority of China's population is in the low income class, and this expansion is more likely to occur.

Ouyang Kun, the chief representative of China Representative Office of the World Luxury Association and Secretary General of the China luxury Trade Commission, said that 80% of the shops that sell luxury goods on the Internet are sold in real and fake terms. If the quality of the fake goods is sold, it will be paid by the luxury brand. This phenomenon has not only seriously affected the brand image of luxury brands, but also reduced the sales performance of luxury goods to a large extent. Ouyang Kun believes that in order to reduce or even eliminate the phenomenon of counterfeiting, first, the government needs to introduce relevant policies to protect high-end consumer goods and raise the cost of counterfeiting. Secondly, the brand should also set up awareness of intellectual property protection and advance preventive measures.