Pierre Cardin'S Lesson: Excessive Empowerment

In China, speaking of Pierre Cardin, many people still think of it as a pure French brand. As far as I know, as early as 2009, "Pierre Cardan" leather, knitting, leather a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > gloves four kinds of varieties have been sold to Chinese enterprises in the Chinese trade standard. Besides the two annual design draft, Pierre Cardan has long been a complete Chinese manufacturer, and the agent mode of brand implementation is not only run by the agent company, but also has its own production factory, and it makes it difficult to strictly guarantee the overall quality of Pierre Cardan, which is also recognized by the chief representative of Pierre Cardin. < p >

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< p > < strong > who is Pierre Cardin's < /strong > < /p >

< p > Pierre Cardin is a famous brand founded in France in the 60s of the last century by French famous "a target=" _blank "href=" http://www.91se91.com/ "designer /a".

Although it was the first big French card to enter China 30 years ago, Pierre Cardin has already been no longer the same.

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P, as early as in 2002, Pierre Cardin intended to sell the brand, the price was 500 million dollars, the target buyer was LVMH, after the failure, and in 2008 again called the price of $1 billion, although some European and American companies have thought, but finally because of the outbreak of the financial crisis and nothing.

The only successful sale was Sun Xiaofei, chairman of China Cardanro Ltd. in 2009. Finally, he bought the trademark rights of "leather carton", knitted, leather shoes and gloves in 37 million euros (about 370 million yuan), and Sun Xiaofei subsequently passed the same industry network to authorize the distribution of products in a large area.

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P, not only that, but the sale of Pierre Cardin himself in China also allows dealers to manufacture and distribute them by authorization.

Up to now, there are as many as 20 agents in China.

"We will delegate power to local companies for operation, production and sale by the company, we provide technical support, mainly design, designers will communicate with agents and provide two design drawings a year."

Pierre Cardin, the chief representative of China, describes Pierre Cardin's agency mode. From Pierre Cardin's official website, we can see that only one woman wears 8 agents.

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< p > "all things have advantages and disadvantages.

Some other big brands are self operated. The "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "produced by the Paris headquarters company is all exported to different countries, but this mode may not be suitable for the local conditions.

Our agency mode is produced and sold by local companies in various countries, so that it can adapt to the local market, but the overall brand quality is certainly not guaranteed by a company. "

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< p > the company representatives stressed in the interview that they will supervise the products produced by the agent company, and the contract also stipulates the quality requirements.

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< p > according to its introduction, the current Pierre Cardin brand "a target=" _blank "href=" http://www.91se91.com/ "> clothing" /a ", jewelry and so on are agents in China, that is, brand owners or Pierre Cardin, but leather goods, office supplies, cigarettes and so on have been sold to other companies and run their own" Pierre Cardan "brand, but he also revealed that Pierre Cardan had had the idea of selling its own brand in 2006 and 2007. At that time, many companies came to negotiate, but there was no suitable person.

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< p > < strong > excessive empowerment: < /strong > /p >

< p > brand agency mode is beyond reproach, but Cheng Weixiong, executive director of Yalu holdings director, seems to have increased the quality risk of Pierre Cardin by giving too many empowerment.

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< p > "the brand's operation mode in China is to authorize its brands to many different companies, which makes management difficult to integrate."

Cheng Weixiong said.

Zhu Qinghua, a light industry researcher at CIC, thinks that the production, sale, design and so on are all handed over to Chinese agents. The main reason for frequent quality problems is to retain the brand's operation mode.

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< p > besides the quality control problems caused by brand agents, the overflow of fake goods is another problem that Pierre Cartan has been criticized.

Pierre Cardin also expressed reluctantly. The representative said that the company had been fighting for this. "The agent took the lawyer to the market and saw that the counterfeit products complained to the local industry and Commerce Bureau, but there were too many waves."

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< p > "in the forefront of fashion brands nowadays, Louis Weedon and other luxury brands are the mainstream. Pierre Cardin has long been away from the front-line market, and has retired to the two or three line. It looks old and lacks vitality, resulting in its lack of confidence in the mainstream fashion consumer groups and the core positioning and continuous dissemination of brand value. This is also the main reason for Pierre Cardin's decline."

Xiao Mingchao, deputy general manager of the new generation market monitoring organization, said.

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< p > < strong > the consequences are now < /strong > < /p >.

< p > except for the tear strength test of the women's leather clothing accessories reported by consumers the day before yesterday (except for Pierre Cardin's claim that her fur coat is not up to date), the reporter statistics found that in recent years, many of the clothes of Pierre Cardan have been identified quality problems.

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< p > 2010, cashmere products of Pierre Cardin were inspected by some Fiber Inspection Bureau, and the cashmere content was not qualified. The cashmere content on the label was 15.5%, the measured result was only 4%, which seriously exceeded the error range of + 5.

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< p > 2012, after a consumer bought Pierre Cardin suit, after testing, the actual fabric composition was not consistent with the tag tag, and it was found that there was a quality problem.

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In the same year, a consumer in Shandong bought a suit of Pierre Cardin suit for 7600 yuan. The trousers were not worn long enough to tear themselves in a squatting process.

After the inspection, the shop owner said that the test was qualified, but when the consumers later submitted their own inspection, they were told that the clothes under the water could not be tested, and it was called the state regulation, and consumers questioned the inspection report provided by the store.

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< p > it is worth mentioning that in response to the frequent quality problems mentioned above, the responses given by "a href=" http://www.91se91.com/news/index_h.asp "Pierre Cardan < /a" are all non quality problems, or they are classified as marking errors, or they are questioning the original intention of consumers to fight against fraud. They are called blackmail, but Pierre Cardin has never given a convincing explanation of why such a large brand is exposed to quality problems in different areas.

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