Why Is Zhaoyuan'S "Luxurious" Fur Festival Not Recognized?

< p > a month's fur festival in Zhaoyuan, Shandong province was opened in Zhaoyuan < a target= "_blank" href= "http://www.91se91.com/" > leather < /a > City.

The government strongly supports and publicize large-scale publicity, coupled with traffic in all directions. The Zhaoyuan fur trade should be launched in full swing and achieve good social effects.

However, this is not the case.

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< p > from the official website of Zhaoyuan municipal government planning department, we understand that one of the overall planning objectives of Zhaoyuan is to build China's first leather city.

However, according to the reporter's understanding, although the preparation and publicity of the fur Festival is extremely luxurious, the volume of traffic is not small, but the actual turnover is not high.

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< p > < strong > the preparation and propaganda of the "luxurious" fur Festival is not recognized. < /strong > /p >

< p > fur industry is known as "soft gold" in < a target= "_blank" href= "http://www.91se91.com/" > textile < /a > a target= "_blank" href= "target=" > clothing > industry.

For consumers, having a piece of fur is a symbol of wealth and taste.

Affected by the region and climate, the north is cold in winter and northerners are the largest fur demand and consumption group.

In 2009, Zhaoyuan saw the demand for fur in the northern market, adjusted the development of the third industry to the focus of economic development, took the fur industry as a breakthrough to develop leisure and tourism shopping industry, and strongly supported the construction and cultivation of the leather city.

In October 2009, Shandong Nan Bai Wan Group invested 450 million yuan to build Zhaoyuan leather city with a construction area of 120 thousand square meters.

On the basis of leather city, Zhaoyuan subsequently invested heavily in building the largest leather production, breeding, R & D, import and export processing trade base in China.

In order to vigorously develop the leather industry in Zhaoyuan, around the leather city of Zhaoyuan, the government also vigorously promotes the annual "Zhaoyuan fur Festival" activities with the propaganda departments at all levels.

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< p > for the "fur Festival" publicity campaign, the previous two organizers have spared no effort to invest a lot of money and manpower.

For example, during the second session, the organizers should comply with the "hospitality Shandong". The whole province of Shandong should do a good job in developing the tourism industry and cooperate with the tourism enterprises in Shandong province to plan the implementation of the "one day tour in Zhaoyuan".

The tour guide's leaflet is so introduced: "during the fur Festival, you only need to pay 20 yuan basic expenses to enjoy the one-day tour of Zhaoyuan, while you can visit the Zhaoyuan fur Festival, enjoy the grand costumes, and buy genuine leather goods in the largest leather city in the north with more than 2000 brands."

This low price "pure shopping group" conveyed a steady stream of tourists from all over the world to Zhaoyuan leather city by providing rebates to travel agencies.

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< p > according to the measurement results released by Shandong Provincial Tourism Administration, during the eleven golden week this year, 42 million 83 thousand tourists were received in Shandong Province, and the total tourism income was 30 billion 990 million yuan.

During the golden week of Zhaoyuan, a total of 296 thousand tourists were received, and the tourism revenue reached 250 million yuan, up 187.1% and 10% respectively from the same period last year, and the leisure shopping tour represented by "fur" became Zhaoyuan tourism < /p >.

< p > "new favorites", many tourists come to Zhaoyuan's "leather goods" and "fur clothes".

However, a reporter survey found that despite such a large-scale publicity campaign, Zhaoyuan's "fur Festival" project for its target customers propaganda has not achieved the desired results, some fur buyers and consumers for the Zhaoyuan fur Festival recognition is not high.

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< p > "it is convenient for Yantai to come here, and it has arrived in over an hour.

In fact, to go to the fur Festival is to get together to see the fashion this year, but I didn't buy anything for a long time. "

Ms. Zhang, who lives in Laishan District of Yantai, said in an interview that the Zhaoyuan fur festival was held for three sessions, and she would come to see it every session. But when it comes to peace, there is nothing like two.

"Basically, I can't find the costumes that let me look at each other at the same time. The style is almost the same as in previous years, and the quality is uneven. The overall mess is, what price is there, and it doesn't match the name of" fur ".

Talking about the experience of fur Festival, Miss Zhang is somewhat disappointed.

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"P". "I wanted to get a little upscale, but I didn't get it.

In fact, fur Festival is also a pattern of propaganda. I've been doing fur business for many years and I won't see these bravado advertisements.

If you look at the quality of fur and do not listen to their quotations, I will call a price and make a deal. If they do not, they will not be able to buy it. In fact, there is no difference from the usual purchase of leather city. As for the discount sale on fur Festival, it is a pretext and not credulous.

Mr. Li, a fur buying vendor from Zhengzhou, Henan, told reporters in an interview that he was not satisfied with the fur festival because he had not tauned high-grade fur.

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< p > strong > propaganda and management: "low price fur Taobao treasure land" but the price is too high! < /strong > /p >

< p > reporter further investigation found that the current Zhaoyuan Leather City publicity and management strategy is the main reason for the development of the "fur Festival" project.

As far as journalists know, leather products in Zhaoyuan leather city are very rich, and the price and brand span are quite large. From ten yuan skin tow < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > to brand luggage, sweater, and then to 1000 yuan, 10000 yuan of leather, fur, everything is available.

The world top brands such as "Dior", "Lewis Vuitton", "Armani", "Gucci", "Chanel" and "Versace" can be seen everywhere.

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< p > "south has Haining, North has Zhaoyuan, wants to buy the low quality leather not to go to Haining, Zhaoyuan can buy" is the Zhaoyuan leather city overall development goal, creates "the low price fur Taobao treasure land" becomes its propaganda core.

During the leather Festival, in order to cooperate with the slogan of "low price fur Taobao treasure", the stores in leather city mostly increase the price of the product several times, then look at the customer's reaction and downregulate the actual selling price.

Admittedly, from a psychological point of view, most consumers would think that fur Festival is a great gathering of fur. During this period, clothing with high quality and low price should be bought.

In addition, most consumers have the mentality of covet cheap. The process of discount sales is like that they really picked up the cheap, but in fact it is not.

A source told reporters that in fact, even though customers cut half the price they gave, they still make a lot of money.

This kind of slogan of "low price and high quality" slogan actually manages the "Uneven Quotation" model, which makes it difficult for many leather buyers and some consumers to agree with the overall management concept of Zhaoyuan Leather City, nor can they really feel good about their operation mode.

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< p > the person familiar with the matter further revealed that most of the shops in Zhaoyuan leather city usually hook up brands with western countries such as France, the United States and Italy, while marking a high price to enhance the product's quality.

But in fact, their purchasing channels are from the domestic imitation of foreign clothing products enterprises.

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< p > because the relevant departments in Zhaoyuan have opened the door to the tax rate and other policies. The brand dealers such as fur, leather, bags and so on from Haining, Wenzhou, Guangzhou and so on have been "embracing together" on a large scale, making Zhaoyuan leather city have an adequate supply of low price goods.

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< p > "Zhaoyuan leather city is selling" high priced imitation "fur in the name of" low price and high quality ". The propaganda of its fur Festival can only be propagandize for merchants, and can not really get publicity on a large scale on the table.

At present, Zhaoyuan leather city can only attract tourists from the outside world under the guise of "low price and high quality", and it can not really extend the "fur Festival" to a proper and positive fur culture.

The insider pointed out that there is a significant difference between the current "fur Festival" and the actual operation in terms of publicity and publicity.

Although it has been held for three consecutive sessions, the "fur Festival" in Zhaoyuan is still not recognized by the core merchants.

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< p > < strong > expert reminds: edge ball has risk, enhance patent consciousness and develop private brand is the right path < /strong > /p >

< p > aiming at the current pattern of propaganda and management of leather city in Zhaoyuan, the reporter consulted Mr. Liu, a senior brand consultant in Xi'an, in the way of selling "high quality products" under the name of "low quality".

Mr. Liu told reporters that the current way of business is actually playing the edge ball of law.

Because the brand of the leather city is very similar to the famous international brands in the past, but it is actually very different from the international brands.

The mode of their operation is concentrated on the so-called "Shanzhai" and "high imitation" made leather products by way of scale operation to satisfy some consumers' psychology of pursuing high-end brands but not having the ability to purchase genuine products.

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< p > although there are some loopholes in the examination and punishment of this kind of business behavior by our law at present, with the perfection of the legal system and the enhancement of the patent consciousness of the whole society, measures to combat such conduct will be put into place.

The way of selling "Shanzhai goods" in the name of "low quality" is risky. Enterprises should weigh the advantages and disadvantages, and ignore the long-term interests of enterprises.

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< p > for fur producers, it is the right way to enhance patent awareness and develop their own brands.

Only by owning an independent brand and product line can the operation of enterprises be standardized, and the pattern of market competition can form a benign contract competition mode.

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< p > < < a href= > http://www.91se91.com/news/index_f.asp > > fur > /a > culture can be seen as a benign cultural form in the form of "fur Festival" in the social context.

The road of future development is still long. Every fur manufacturer needs to raise awareness and carefully choose the scope of production.

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