The Price Of Classic Domestic Goods Is Doubled After Being Packaged In Europe.

Summary: what is classic domestic product?

Plum blossom sports wear, Seagull camera, Lucky Film, perpetual bicycle, Phoenix Bicycle, back rubber shoes, leaps rubber shoes, double star sports shoes, embellish red embellish skin fat, Yu Meijing, bee flower shampoo, Jianlibao, white rabbit milk candy, little white rabbit toothpaste...

Of course, this list is constantly being added.

Hu Fengdi, manager of the French version of the French version of the flying shoes, the manager of the marketing department of the big Bowen Shoes Co., Ltd. and the master Zhao who made the leap shoes for more than 40 years.

The story of Paris hand-made workshop and the leaps of sports shoes is like a myth. Its original price was only ten yuan RMB. After being redesigned by the French, it sold 50 euros in Europe.

This story is constantly deductive, the story protagonist also from "leap" erroneous pmission erroneous to become "the back force".

The magic of the story is how Frenchmen's design and packaging turn these ordinary rubber shoes into a fashionable product.

Marketing experts say only Frenchmen can save flying shoes.

This judgment is based on the fact that fashion has always been the dominant narrative in the western world, and the center of fashion is France and Italy.

A pair of Chinese made rubber shoes has been certified in Champs Elysees street before they can be given more "cultural significance". Star Bloom is wearing "leap" to make these shoes fashionable. Such a story is not uncommon in fashion industry.

But this pair of rubber shoes has changed the relationship between "made in China" and fashion industry.

In the past, many fashion products conceal that they are producing in China.

Coach, the famous leather goods manufacturer in the United States, is one of the few brands who admits that their products are mostly from China. They put their production in the low price labor market to raise their gross margins.

An analyst at Merrill Lynch said, "for those luxury goods that sell at a high price but low cost, I think it's not a big deal to produce in China."

But the world's top brands are hypocritically obscuring the value of China's "world factory" to their brand, and they emphasize "made in Europe".

GUCCI's main factory is located in Scandicci near Florence, where GUCCI collects and processes leather and is pported to dozens of small cars for assembly.

Most of the workers in these workshops were born in the cobbler's family, and GUCCI processed the production process after the factory was covered by the Italy logo.

The fact is that in the 5 years from 1997 to 2002, the shipments of the factory increased by 6 times.

In 1997, it took 23 days for Louis Weedon to produce a classic leather bag, and only 4 days to 2002.

In 1985, Bernard Arnott bought Dior, and in the next 20 years, he developed LVMH group into the world's largest luxury group with more than 50 brands.

After Arnott, Richemont group and Prada group came into being one after another.

Therefore, we should pay attention to the personalized fashion industry and become a business machine that is uniform, high-speed and invincible in the world.

"Our territory has expanded beyond the scope of the wealthy," said a head of the LVMH group.

Now, Donna Thomas, a Fashion Journalist stationed in Paris, took the lead in raising sharp doubts about the business machine.

In her book "how to lose her luster", she believes that the scale of the fashion industry is bigger and bigger, and the assembly line production is bound to sacrifice the expensive cost of the process.

The carefully customized luxury goods produced by handicraft shops are quite different from the mass production nowadays, but capitalists have amplified the cost and effectiveness of the brand through the use of people's pursuit of identity through a rigorous media promotion.

In 1957, when Christine Dio visited the times, he used the artist's tone to describe the fashion as "the last refuge of human against vulgar".

Even the most appalling innovations should be accepted, because they protect us from being crude and monotonous. In order to combat gloom, fashion must be carefully defended.

But now, Donna Thomas puts forward the concept of "fashion deserters" and hopes that consumers will be more rational about fashion.

This kind of voice has been seen many times in history. 100 years ago, Simmel suggested that only by keeping distance from materialized reality can individuals achieve aesthetic pcendence in modern daily life.

In the West in the 1960s, new fashions were usually introduced by those who lost their social status, and fashion often came from members of the mainstream culture.

Counter culture is a conscious movement, which not only opposed traditional values and established concepts, but also opposed market ideology.

It proposes individual self-expression and self actualization, and gives special value to personality, creativity and pleasure.

From cultural history, this is another movement of romanticism.

Nowadays, China's "classic domestic products" are popular from all kinds of channels. Some people are fond of fighting shoes, some are fond of plum sportswear, others are collecting industrial products in 60s, and some people call small shops "lost and found".

They also retain the brand of 60s.

China's 60s design is rediscovering its value. Paris's old workshops and retro design are also being reintegrated into the fashion system in a new look. These may all have a subtle relationship with Donna Thomas's "fashion deserters" position.

But when we observe this trend, we find that the circulation of fashion industry in these decades may be more thought-provoking. Donna Thomas said that the fashion brand has gone back to Europe to become a fashionable product after the design of the designer, and has been sold to China, and the price has increased at least 10 times.

And a pair of sports shoes or a plum sportswear that we have visited will only be increased from China to Europe, and the price will be increased by several times after being packaged by France or Italy.

It is interesting that many of these designs in 60s came from the imitation of Europe in 40s and 50s.

This interesting process is a very valuable coordinate for us to find out its position through introspection of globalization.

The "new pants" band has triggered the popularity of plum sportswear. "We don't like luxury goods and do not like to follow suit.

Our aesthetic is actually a word "tight".

The picture is "new pants" keyboard player Pang Kuan Donna Thomas, who is a cultural and Fashion Journalist stationed in Paris in the news weekly. She spent nearly 10 years thinking about how to lose her luster in 3 years.

In an interview with this reporter, Donna Thomas said she tried to be unbiased, who liked and disliked who was not important, the important thing was to tell the truth and draw the conclusion from the readers themselves.

"Fashion democratization"?

In 1992, Donna Thomas (Dana Thomas) bought a pink, sleeveless Prada cocktail dress, made of multicolored thick cotton cloth and rhombohedral silk. The whole lining was beautiful. It took 2000 dollars to look at least for a lifetime.

10 years later, she spent 500 dollars and bought a Prada thin poplin for irregular tailoring of trousers, put it on, her feet gently across the trouser legs, ripped up the ruffles, put her hand in her pocket, cracked her suture, squatted down to pick up her two year old child, and broke a big mouth behind her trousers.

In less than 10 minutes, the trousers were broken into pieces and disintegrated.

Donna Thomas complained to a former designer assistant of Prada.

"It's a matter of line," the assistant explained. "Now it's cheaper to use" rib stitching ".

It's been a while. "

Donna Thomas is a cultural and fashion journalist who is stationed in Paris by Newsweek. She is probably not satisfied with this understatement.

She spent almost 10 years on her conception, and spent 3 years writing a book, "how to lose her luster" to reveal the poisonous gas emitted by today's big brand group.

Of course, it is not Gucci's "jealousy" or Dior poison, but "sacrifices honesty, reduces quality, defies history, deceives customers, and deprives all the distinctive characteristics of making famous brand".

In an interview with this reporter, Donna Thomas said she tried to be unbiased, who liked and disliked who was not important, the important thing was to tell the truth and draw the conclusion from the readers themselves.

For Arnott, the notorious "fashionable dictator" and the chief executive of LVMH, the world's largest luxury group, Donna Thomas said: "he is not afraid of being a businessman. I admire him."

But Donna Thomas's book is tough, and she wrote: "the big brand group claims that fashion is democratized, so that everyone wants to get products and can readily get everything. Everything sounds so sublime. It's like communism.

But it is not, it is capitalism from inside to outside, the goal is straightforward -- in order to make more money.

One of the most important means is that famous brand has lost the foundation of becoming famous brand: handmade and high quality, while driving up prices, reducing costs and Jerry building.

"Mass produced luxury" is itself a contradiction in itself.

Taking LV's classic product suitcase as an example, it continued the method of making LV's invention in 1854: the skeleton used hard and light African ochmui wood, where it adhered to a layer of canvas, it was not easy to break and make the box smooth and flat; the protection layer in the corner was brass, and the edge decoration was called "Lozine", which was compacted and soaked in zinc solution by multi-layer paper and cloth. In the trunk, there was a pearl grey cotton canvas called "Vuittonitte", or the artificial suede lining, and the top of it was woven with "cotton LV" in the suitcase.

All processes are manually completed.

But this leather suitcase only produces 500 units a year, while other LV products are finished on the production line, mostly made by machines.

In the LV house on the outskirts of Paris, 12 seamstresses on a production line used machines to process hundreds of LV handbags.

"The profit comes from...

Factory. "

Arnott once explained that "production in an organized way makes the company's output amazing."

But this mode of production is not disclosed. Hype is the traditional manual of LV suitcase.

When you buy a handbag from a production line at a high price, you mistake it for buying an eternal tradition.

There are other tricks: cut the sleeves in half an inch (an employee says, "cut 1000 pieces, and you will know how much it will save.")

) instead of ruffles with burrs; with "women do not need reasons" without lining.

China is perhaps the most exotic country in the globalization process of today's famous brand products: originated here, and finally returned to this place, both production and consumption.

"How to lose its luster" says that many famous brand products are actually produced in China (most of which do not produce many styles, but are of the same color and texture), but they are trying to cover up the fact.

A few package marks are made in China, but they are well hidden, such as the seams at the bottom of the inner bag, or on the back of the trademark with the size of the stamps, which need to be seen with a magnifying glass.

Some "made in China" logo is pasted on the stickers outside the bag, and the goods will be torn off after they arrive in Italy.

In addition to a handlebar, the whole bag was made in China and made up with "made in Italy" handlebars.

There are also made vamp in China - the most labor intensive process, and then sent to Italy to stick the sole.

All these products are marked by "made in Italy", and few brands actively admit that they are produced in China.

In 2006, Ian Bickley, President and chief executive of Coach, said in an interview with this reporter: "we manufacture in China and send a Italy leather craftsman team to teach Chinese workers. China's manufacturing process has reached the standard of excellence."

But more brands are reluctant to admit this because lower costs mean cheaper prices.

Donna Thomas told her about the experience of visiting a foundry factory in Dongguan, China. She was allowed to enter the factory on the condition of confidentiality. She saw with her eyes that the workers were sewing a brand of handbag. The brand consistently claimed that all its products were made by Italy.

She did not name the brand, and the handbag produced on the assembly line cost about $120, then it surged to a 10 fold cost in a department store in Hongkong.

It is estimated that by 2011, China will be the most important luxury market in the world.

While some consumers in China are crazy about these products that spin around, they lack trust in "made in China" and give birth to a group of counterfeit users.

This is the deputy of the big brand group.