Most Middle Class Men's Clothing Is Misleading Consumers.

In recent days, reporters visited some retail stores in Guangzhou, such as department stores and other retail outlets, and found that they were medium and high grade. Brand menswear Jewelry, daily chemical industry near the "foreign name" phenomenon is very common.

　 　 clothing Men's "self importance" price is ridiculous.

Cady Tony, Lu Ke Di long, jazz Danny, Ma Situ, Diesel... Reporters in Tianhe City department store, Guang Bai, Guangzhou friendship, modern department stores and other shopping malls in many department stores visited, found that many men's clothes are called "foreign flavor". In Tianhe City department store, a "foreign name" men's brand counter, the reporter randomly selected a short sleeved shirt, the price tag is 1280 yuan, and some labels contain mulberry silk component is asking for 2680 yuan, the salesperson told reporters, now summer clothing clearance can play 50 percent off. When the reporter asked where the brand came from, the salesman replied without hesitation, "Germany." Brand clothing 。 When a reporter asked why the brand name was in Guangzhou, the salesperson said, "the product is produced in Guangzhou. Now many foreign brand clothing is produced in China. If all imports are imported, the price will be very expensive." The reporter then inquired on the website of the State Administration for Industry and commerce. The website showed that the applicant of the brand was Li Shun, the registered company was Guangzhou * color Trading Co., Ltd. the application time was 2002.

In the Guangzhou friendship men's hall, the Lu Di long men's clothing brand is known as the Italy brand. However, after repeated questioning by reporters, the sales staff admitted that the brand originated from Guangzhou Liuhua clothing wholesale business circle. During the reporter's visit, salesmen at a number of counters said that their brands came from abroad, and most of them came from Italy and France, and the origin of these products was basically from Guangzhou, Shanghai, Fujian and other places.

　 Jewelry: Hongkong brand name misleading consumers

After many investigations, the reporter learned that the real international jewellery brands in Guangzhou market include Cartire, Tiffany, Bvlgari, Van Cleef & Arpels and so on. From Hongkong, there are Zhou Dafu, Zhou Shengsheng, Xie Ruilin, Liu Fu, Jin Zhi, and so on. There are few known brands in foreign countries and Hongkong, but there are still many domestic brands claiming to be from a European country or from Hongkong.

Among them, there are numerous domestic jewelry brands claiming to come from Hongkong, six x elegant and golden. However, when a reporter tried to dial the brand's Hongkong telephone, it showed that it was empty, or could not be connected, no one answered.

In this regard, Chen Peiyan, director of marketing department of Lufu group, pointed out that the brands mentioned by reporters have nothing to do with "six blessing".

She believes that these brands are not Hongkong brands, and consumers are easily misled without knowing the industry knowledge.

　 Daily chemical: "foreign brand" comes from local wholesale market.

In the daily chemical product leadership, the reporter has learned that many brand names will be tagged at the same time with two names, for example, "Italy XXX International Group Guangzhou XXX Cosmetics Co., Ltd.", and another form is to directly write "China Marketing Center" or "China general agent" and so on, though not directly indicated, but let consumers feel that they are from foreign brands. And more direct is to tell the consumer directly in the advertising campaign, such as the slogan of a skin care product "from the natural skin care brand of French water", as well as a brand authorized by a foreign brand, and a brand story behind the brand or a beautiful or touching or historical history.

Peng, a person in charge of a public relations company in Guangzhou, told reporters that the current "ocean vest" has been constantly upgrading "a few years ago". Before many brands said that it was totally fabricated and fabricated without any basis. The only basis is to see which brand is doing well, selling points and hot spots. Now, many brands will invest more, and play more effectively. For example, nowadays many so-called "foreign brands" do not directly say which country they come from, but rather directly add the hot spring water or sea water from which countries to make articles, and make strange stories around their ingredients.

Recently, some consumers reported that the "nine children" cosmetics are actually local products. The reporter entered the official website of nine Mei Zi and opened his advertising film. The Japanese national flower cherry blossoms were the main colors of the background, and matched with the classic Japanese elements such as Mt Fuji, kimono and silhouette. The reporter found on the website of the Trademark Office of the State Administration for Industry and commerce that its registered person is "Guangzhou nine Mei Qian Hui Biological Technology Co., Ltd.". The registered address is in the 2701 and 2715-2718 rooms of the South Tower of a building, 371-375 Yuexiu District Road East Road, Guangzhou. Besides, the brand is registered as a jewelry.

In addition, Kumi Ko has been registered in 2003. The registrant is "Zeng Yong". The registered address is No. 13, 14 street, Xingfa square, Guangzhou airport road. This is consistent with Kumi Ko's claim to enter Guangzhou, and the "JIMMI" in the trademark image is also consistent with the domain name of Kumi Ko's official website. The so-called "foreign brand" from Japan is actually the first place of birth in Baiyun District wholesale market. Reporters call Guangzhou nine Mei Qian Hui Biotechnology Co., Ltd. chairman and general manager Zeng Yong, it also made it clear that Kumi Ko is Local brand 。

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Crowned "foreign name" can not claim imported goods.

Jiang Zhihong, a lawyer of Guangdong Huaan joint law firm, said in an interview that if it is a brand registered in China or a product produced by a Chinese enterprise legal person, it is a domestic product. Even if it is processed abroad, it can not be claimed to be an imported product. The product produced by an enterprise legal person registered in a foreign country can be called an imported product. Whether the product belongs to an imported product or a foreign company in law is based on the general principles of the company law and the general principles of civil law. The law on the protection of consumers' rights and interests stipulates that the business sector can be investigated and punished according to law. Consumers can ask for returns and claim compensation. If not, consumers can cheat in litigation for litigation.

If Chinese companies are registered abroad, even if they are looking for factory OEM in China, this is also a foreign product in law, though it is made in China, but its status is foreign. "They are wearing vest and drilling legal loopholes". To put an end to this phenomenon, there is no alternative but to amend the law.

Point of view collision

"Foreign name" conforms to the WTO trade rules.

Yin Xueqian, a famous intellectual property expert and lawyer in Guangdong, believes that the brand name is "foreign name", which is precisely under the WTO rules and is consistent with the principles of Chinese law and market integration.

As long as the products enter customs, they are imported. The products manufactured by domestic brands must be in conformity with the requirements of the AQSIQ's "product identification and labeling requirements", that is, when all products are sold, they can not deceive consumers by making product information, including their origin, in Chinese.

Yin Xueqian pointed out that in fact, this kind of behavior of businessmen mainly uses the consumer's distrust of domestic brands and the pursuit of foreign brands.

Wang Dingmian also believes that we can not kill foreign foundry workers with one stick. The most important thing is to see the quality of products. If the enterprises are looking for qualified factory OEM, which is approved by the local government, the product meets the testing standards and the procedures are complete. It is a legal way to enter China. Such products are of quality assurance compared to those smuggled into the customs, and are also in line with the spirit of WTO trade.

The way of "foreign names"

　 Clothing industry

1 registration of foreign trademarks through a domestic trademark agency, and affiliation with a foreign headquarters office address, production, sales and brand holders are in China.

The 2 is to attract overseas enterprises to become small shareholders, and then to promote their foreign names.

Milk powder industry

1 in the domestic applicant company commissioned processing abroad.

2 Chinese find local partners in foreign countries, register brands or companies in the name of the local people, and actually operate and run by Chinese people.

3 injection of foreign ranches or factories

[related reports]

Italy's "vest" is more than ten thousand yuan.

A press survey found that thousands of dollars in a foreign brand can be settled. The result of inquiring through the Internet is that the registration standards of trademarks in different countries are different. Taobao has posted an open application for foreign trademark registration applications. The company has applied for registration of 980 yuan, and the individual has 1200 yuan.

Investigation: registration of Hongkong trademark requires about 3000 yuan.

The reporter contacted a registered international trademark agency in Beijing. The staff member of the company, Miss Su, said that the registration of Italy's trademark would cost about 12 thousand yuan, while the registered trademark of Hongkong was more than 3000 yuan, providing services including pre inquiry, registration application, examination and announcement, and the registration time would take about 1 years. A company's application for registration requires only a photocopy of the business license, an electronic version of the trade name and related patterns. The staff also admitted that at present, many domestic clothing manufacturers register foreign trademarks through their companies, and production and sales are all in the domestic market, which is a marketing strategy.

In the end, the staff also cautions reporters' attention. After the registration of foreign companies, they can not directly produce in the mainland, because foreign companies do not have the right to operate on the spot in the mainland, but their conversion is also very convenient, or they can find a processing factory to authorize the production of goods, or register the trademarks simultaneously in the country, but they still say they are foreign brands when they are publicized.

"It's perfectly legal to ensure that you have no problems." And Diesel men's clothing related responsible person also said, although flaunt oneself is Italy brand, actually production and sales is in the country, but as long as the label on clothing indicates that the origin is domestic, as well as authorized agents, manufacturers, addresses, telephone and other information, there is no fraud, it is lawful. "The industry and commerce does not stipulate that foreign brands must be produced abroad unless they are imported in original form."

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Reason: a foreign brand can set a high price.

Why do we want to go near the "foreign name"? The reason is very simple. Zeng Hao said that if it did not claim to be a foreign brand, it would not sell at all. Women's wear Business men's clothing is easier to imitate, and changes little, and the selling cycle can be very long, which leads to the foreign name being concentrated in this field.

Ma Wang Shih (Hongkong) International Clothes & Accessories Chen Xiaoling, assistant general manager of the limited company, told reporters that at present, clothing "foreign names" can be roughly divided into two categories. One is to register a foreign trademark through a domestic trademark agency, and then to rely on a foreign headquarters office address. The production, sales and brand holders are all in China: the other is to attract overseas enterprises to become small shareholders, and then to popularize their foreign names. She pointed out that it is no secret that going abroad to register a trademark and then producing and selling it in the domestic market. It is quite easy to register a foreign brand, which can be fixed by tens of thousands of yuan, while foreign brands are easier to publicize and hype, and are easily accepted by consumers. In some high-end department stores, they can get better "national treatment" such as good location, low sales rebates, and even save a considerable promotional cost.

A number of department stores responsible for each person said that the department store selection brand in addition to the registration site, the more important is the brand's influence in the market and the appeal to consumers. When importing the brand, it pays more attention to fabric and design. "These brands, whether registered in China or registered abroad, are welcomed as long as the design and quality are in line with the location of shopping malls." Guangzhou friendship related responsible person said.

Huang Wenjie, executive director of Guangdong provincial Circulation Industry Association, also said that Guangzhou's commercial property has increased explosively over the past few years, and the difficulty of attracting more businesses is increasing. For department stores, the introduction of foreign brands should not only bring in the entry conditions for good location, large area and low rent, but also require the shopping mall to pay for renovation.

"Foreign names" can save more than half the cost.

Wang Dingmian, a well-known dairy expert, pointed out that the phenomenon of "foreign name" appeared in the milk powder industry, mainly due to market demand. In 2008, the melamine incident took place, and the credit crisis of domestic milk enterprises appeared. Domestic consumers did not believe in domestic brands and turned to foreign brands, and consumers were convinced that the psychology of foreign milk powder quality was used, and a wave of Chinese brands of overseas registered milk powder appeared. "China's dairy market is currently 50% of foreign brands."

Wang Dingmian also told reporters that the cost of this mode is very low, and it can be done only tens of millions of yuan for processing foreign factories. If the company builds its own ranch, plant, equipment and so on, it needs about 200 million yuan. In addition, the cost of applicant company and trademarks abroad is not very high, and can be registered in Australia about 20 thousand yuan.

Wang Dingmian told reporters that the "brand name" of the milk powder industry was mostly OEM in New Zealand, Australia, Germany and Holland. There are three main modes. One is to go abroad to commission processing in the domestic applicant company. The second is that Chinese people cooperate with locals in foreign countries to register brands or companies in the name of the local people. The third model is more mature, belonging to the nature of cooperation, foreign capital ranching or factories. The commonality of the three models is that the products are basically sold back to the domestic market. At present, there are about 200 foreign brands in the above three models.

Sun Gaoxu, the industry insider, said that the biggest reason why the foreign name was poor is the interest driven and the penalty costs are too low. According to the law of unfair competition, the maximum penalty is 200 thousand. After punishment, few enterprises rectify or recall their illegal products. Even if they were punished, they had already gained tens of millions of profits from the "waistcoat". According to industry sources, Kumi Ko's current annual repayment amount is about 1 hundred million, and he has been accused of the foreign name of bis also basically has nearly 56 million yuan of money.

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　 Reminder: consumers need to prevent false propaganda of "foreign names".

Li Yongqiang, Secretary General of the Guangzhou Municipal Council, said that some so-called "foreign names" brands used the trademark "playing ball" in a registered trademark abroad, but the business license was complete and the procedures were complete.

In this regard, Li Yongqiang suggested that if consumers have doubts about a brand's "identity" abroad, in addition to providing relevant certificates of the country's trademark registration, it can check whether there are sales outlets in the country, whether there are office premises or research institutions; but if there is evidence that there is false propaganda and misleading consumers in the "foreign name", consumers can get the same price as the goods according to the consumer protection law. The relevant person in charge of the marketing department of the Guangzhou industry and Commerce Bureau said that as long as the trademark registration application filed by the enterprise complies with the trademark law, it can be registered and used normally without violating the relevant laws. As long as the information of origin information is authentic, the registered products of foreign countries are authorized to entrust the production of domestic related enterprises. Authorized agents, manufacturers, addresses, telephone calls and other information will be difficult to investigate in the current legal environment.

Wang Dingmian also reminds us that there may be hidden dangers of quality in this way. Considering risks and profits, investors are unlikely to choose the best raw materials.

　 Journalist observation

To abandon the "foreign name", the national brand should be self-reliance.

In recent years, from milk powder, home, to clothing In the field of jewelry, cosmetics and other industries, "foreign brands" are endless.

On the one hand, consumers have the consumption psychology of worshipping foreign elements, blindly pursuing the so-called expensive things, ignoring the real value of the products themselves. It is undeniable that the right to speak of product trend design is still in foreign countries, especially in Europe and America. Many brands like to imitate; some enterprises, in order to save time for brand building, save huge investment in brand building, and enhance their identity by "taking the best of them". This is the domestic consumption concept is not yet mature. Of course, it is not entirely correct to simply accuse consumers of having high regard for foreign brands. The high price of foreign names in the market can bring several times or even tens of times the price of foreign names. It also seduces some illegal enterprises to break through the moral bottom line, trying to get the name of "enough foreign flavor", and making a better brand story for the copywriter.

On the other hand, at present, the market competition environment is forcing, some department stores now like to give super brand treatment to foreign brands, such as "foreign brands", which are arranged to the main position on the first floor, and even give low discount points, upside down decoration fees and so on, while the arrangement of national costume brands is a little bit more frequent, and even often find excuses to sweep away the national clothing brand. To store these so-called "foreign brands" is becoming more and more popular in the market.

However, what journalists need to remind here is that those who have entered or are ready to enter the operation of foreign names, even though the identity of "foreign names" will help your products to enter the market faster, and even be accepted by agents and consumers. But when enterprises become bigger and stronger and enter the stage of brand building, enterprises will be completely exposed to the bright lights. The brand life will become unclear.

Of course, there is still a process to eradicate the "foreign name". In Japan and South Korea, there is no confidence in the national brand. On the one hand, the relevant laws and regulations need to maintain a high pressure on the foreign names, and the legal environment needs to be perfected. In addition, it is still waiting for the rise of the local brands, which requires constant improvement of the internal strength and continuous enhancement of reputation to be accepted by the consumers from the bottom of their hearts.