Home >

Foreign Brands "Cottage", Valentino Suffered Serious Damage

2013/12/7 14:02:00 28

??? 日本語 Fran?ais English 中文

in many department stores of second and second tier cities, the clothing area is often occupied by a variety of "foreign brands", and Chinese brand names are scarce.

Compared with local brands, consumers have a strong preference for "foreign brands".

however, the twenty-first Century economic news reporter survey found that these seemingly "ocean crossing" into the Chinese market, "foreign brands" are completely dressed in "foreign clothing" of local products.

What is more worrying is that many times, consumers who have spent a lot of money and who think they buy foreign brands can not get the protection of product quality.

For example, JEEP brand jeans and children's clothing have been repeatedly identified by quality supervision departments in Beijing, Guangzhou and other places.

new way of acting for Industry and Commerce: there is only one "ocean" name /p >

recently, the reporter entered Montagut's official flagship store on Tmall platform.

A man's woolen coat is 8960 yuan, and the lady's coloured leather bag is over 2500 yuan, all of which are from Jiangsu, China.

The pricing of these products is almost the same as that of the local a href= "http://www.91se91.com/news/index_f.asp" > clothing brand < /a >, which is almost the same as that of the overseas second-line Volkswagen brand in China.

What gave Montagut the "bottom line"?

"P > on its Chinese official website, Montagut commented itself in the history of enterprises:" Montagut was founded in 1880 in the southern France's Montgomery Valley in the Suo Wo mountain area, and is still a family run Brand Company.

It has developed into one of the most famous French men's clothing brands in China, and has more than three thousand outlets in China.

Its accreditation of micro-blog on famous social networking sites is also known as "Montagut Paris, France".

it is worth noting that in the sales of more than 3000 outlets in the Montagut Chinese market, the "Chinese plation" of Montagut's three Chinese characters is relatively weakened, and rarely appears in shops and e-commerce channels. Instead, it appears to be a more high-end western style brand name "Montagut".

however, the journalist has personally searched the shopping centers in Paris, France, and the exclusive stores of leather goods, and failed to find the "Paris famous fashion brands" that they boast of in this brand.

A number of people who live in France all year long have told reporters that they have never heard of or seen any product of this brand in Europe.

reporter also found that in its micro-blog certification information, "Montagut Montagut" in China's actual operation of the company called Montagut Esprit Far East Limited.

Montagut, which is known as French origin and global sales, its official website in France and Taiwan, China, is only different from text plation.

it is reported that the brand opened a branch in Beijing, Shanghai, Chengdu and Guangzhou in 1999, and engaged in the agency and distribution of all "Montagut" garments in the country through the two regional agents of Jiangsu and Guangdong.

As early as ten years ago, Montagut Esprit Far East Limited began to fight the "foreign brand" marketing war. Every year, the cost of investment and distribution in the brand market is no less than HK $20 million. The number is increasing.

The Montagut Esprit Far East Limited, which has been making trademark trouble for many years ago because of the "Montagut" created by the foundry, is the real agent of the Montagut P, which owns the brand license.

and China is a traditional big country in garment foundry. Similar cases are numerous.

The famous local business leader, a well-known Armani brand, has told reporters that the quality of Armani and local brand Western-style clothes produced by the same production line is basically the same. However, after setting the hat of foreign brands, the price difference of several times is reflected.

"P", "Montagut's so-called foreign brands actually represent a typical brand. Although these brands come from overseas, they are rarely seen in overseas markets."

A clothing manufacturer insider told reporters.

"Chinese businessmen bought" foreign blood "from overseas brands at a low price, and nearly 100% of their designs, materials, manufacturing, agency sales and marketing were made in China.

These brands have only one name, and the price has been raised several times.

"Valentino style" Shanzhai disaster

in China's clothing market, "Valentino" can be called the "fake foreign brand" manufacturing disaster area.

for Chinese consumers, luxury clothing Valentino (Valentino) has a very high reputation for its brand, and its sales performance in the second tier cities has been steadily rising.

However, a number of Valentino's specious clothing brands sprung up in the two or three tier cities of our country completely disrupted the original "a href=" http://www.91se91.com/news/index_f.asp "brand image" /a.

these Valentino's "derivative brands" include: Valentino, Louis, Valentino, Cooper, Lugano, Valentino, Saint Valentino, Valentino GV and so on.

The pre - suffixes of "Valentino" blossom everywhere, making some consumers who do not know much about the brand themselves get confused when buying.

a reporter saw in a clothing store named Valentino in Shanghai. There are obvious differences between the store and the real Valentino brand clothing in product display, shop decoration and actual fabric.

Shop salesmen also have no doubt that the brand is registered in foreign countries and sold in China.

"Of course, it belongs to a foreign brand," a staff member said.

it is understood that in Jiangsu and Zhejiang provinces, there are many "through-train" service intermediaries specializing in the registration of foreign brands for Chinese companies. Some even have registered hundreds of trademarks in clothing giants such as France and Italy, and sell them to garment enterprises with Chinese demand.

"P", which is similar to the "registration" to "overseas" and "sell for high prices" in the local sale, is not the only minority, such as Europe, GXG, glama, Satchi and other brands or have such a registration background.

the judiciary who dealt with fake foreign brand disputes summed up the usual practice of "edge ball" to the media: "fake foreign card" is mainly divided into two situations.

One is that Chinese enterprises register a trademark with a foreign name in Hongkong or overseas.

Because the laws of Hongkong allow the registered trademark to have the name of a foreign country, such cases are most intensive.

The second method is that Chinese enterprises register trademarks in China, but westernized in the name arrangement, giving consumers a direct association with foreign brands.

deliberately purge the "acquisition history" /p >

in addition to direct rush registration, it is another very popular operation method to continue to take the mode of "Western blood" after quietly acquiring the right to operate and trademark.

PORTS (baozi) and Jeep are the representatives of loyal consumers in China.

The Canadian brand PORTS (baozi), founded in 1961, was a small name in the North American market. After being bought by Hongkong businessmen in 1989, it was pferred to China in 1989.

It is just that the history of Canada's "marriage" to China is hardly mentioned by companies.

In the year P, 2002, Baozi opened 4 flagship stores in 4 cities in China and landed in New York Fifth Avenue in the following year with the brand of "Ports1961".

In the past 25 years, the marketing of "burning money", which relies on every inch of gold and gold, has long been a treasure of Chinese brands and continues to maintain the brand image of Chinese consumers.

HK:00589, headquartered in Xiamen, China, has acknowledged in its annual report that the main purpose of raising the international exposure rate of "Ports1961" is to enhance the position of baozi in the hearts of Chinese consumers.

the famous automobile brand Jeep is a registered trademark of Daimler Chrysler Inc. It was founded in 1941 by the former Chrysler company.

In February 2002, Daimler Chrysler Inc formally authorized Guangdong Liwei Garments Co., Ltd. to produce and sell men's clothing with Jeep as its trademark in China.

from 2002, Guangdong Levi delivers a certain royalty to Chrysler every year, which is equivalent to buying the trademark "Jeep" to Chrysler.

However, the specific design of its clothing products, batch production and physical sales are independently operated by the US Jeep itself.

Less than P, Jeep clothing entering China has enjoyed the glory of foreign brands.

According to the data of Ou Rui Information Consulting Co., Ltd., according to the total retail sales, Jeep brand was ranked the ten largest brand in China's middle and high class men's casual wear market in 2010.

and according to the response from the US Jeep official website sales customer service to the media, at the present stage, all clothing products of the Jeep brand are sold only in the self operated shop, and have not heard of the brand's production and sale in other countries.

"driven by interests, some enterprises get the authorization of a" a href= "http://www.91se91.com/news/index_f.asp" clothing brand < /a ". They think they have got a golden rice bowl, so they do not pay much attention to the development and quality of products. Some foreign brands have authorized too much in pursuit of interests, the category has been everywhere, the lax supervision of the authorized business has led to some excellent brands being overdrawn quickly, and the final result may be fading out of the market.

Senior brand and channel expert AI long Tao pointed out.

such reminders are not unfounded.

Whether Montagut or Jeep, these so-called "foreign brands" do not do well in quality control.

January 22nd this year, Guangzhou industrial and commercial bureau announced in its "second half of 2012 the circulation quality of leisure clothing products in the second half of the year" revealed that Jeep brand clothing was found to be unqualified for its color fastness to rubbing.

In May and December of last year, Jeep's children's clothing was also checked by the Beijing Consumers Association and Guangzhou quality and Technical Supervision Bureau, and the products were unqualified. The two were found to be defective products, respectively, because the pH value was not up to standard and the wet rubbing color fastness was not up to standard.