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Chinese Consumers Are Changing Their Tastes.

2014/8/1 18:06:00 57

Chinese Consumers Aesthetics Changes Likes The Same Paragraph Bags

> according to the law of < a href= "http://sjfzxm.com/news/index_f.asp" > China < /a >, the fashion company can theoretically design a registered trademark for its own garment or accessories, but it is not only difficult for the company with numerous products, but also unrealistic. In addition, it will take a lot of time and money to protect the company's patent by procrastinating legal system. 
 "to deal with these highly replicas, there is no alternative but to have the design of legal protection." Razorfish Asia Pacific Retail Director Alex Misseri said. 
 experts say that the market size of this huge "same" product is almost inestimable, and it is even difficult to assess the sales of counterfeit goods, which are usually estimated based on the number of penalties in China and around the world. The World Trade Organization estimates that the total value of counterfeit goods in the world is US $500 billion, covering all kinds of clothing, accessories, sports products, medicines, food and so on. 
 < < a href= > http://sjfzxm.com/news/index_f.asp > > Taobao > < /a > on the leading e-commerce platform in China. Search for the key words such as "LV Alma (a handbag)" will get a series of results, including the promotion of genuine products and the same paragraph. The price of the "same products" is usually between RMB 150 and 600 yuan, which is equivalent to 25 to 100 US dollars at the current exchange rate, and the middle and high-end products in this price range are characterized by reasonable leather quality. 
 in order to avoid being discovered, the seller of the same product usually uses the abbreviation of the brand instead of the full name in the description of the goods, for example, LV instead of Louis Vuiton, or MK instead of Michael Kors. However, even if consumers use the full name of the brand as a keyword search, Taobao's relatively complex search function can still search for products that are described by these commonly used abbreviations and brand names. 
 > a href= "http://sjfzxm.com/news/index_f.asp" > Alibaba group < /a > is the owner of Taobao. Its legal adviser, David Ho, said that even if there were no counterfeit brand names or signs on these "same commodities", it would not violate Chinese law in a strict sense. Taobao's company policy still aims to cooperate with the brand and issue a notice on such goods. "When there is no legal trademark infringement, brand rights owners need to submit a notice on the basis of copyright to Taobao bazaar to facilitate the sale of goods." He said. 
 however, Taobao has no fixed time to investigate counterfeit goods and issue the notice on the shelves, and the counterfeit products that are off shelves will soon return to another shop to make a comeback. 
 Dong Dong, a teacher in Shanghai, said that she often searched Taobao online with the name of a Chinese star plus the same paragraph as a keyword to search for goods, so that the star's dress design could be imitated without paying a high price. 
 "if I see Fan Bingbing's photos in magazines or online, and I like her dress, I will find something that looks consistent on Taobao," she said. "People who search for and buy the same money are more concerned about the appearance of the product than the brand." 
Jason Spencer, general manager of Shanghai branch, believes that the emergence of "same funds" and Chinese consumers represented by young buyers in the first tier cities are becoming more sophisticated and directly related to P. 
"P," he explained, "China's post-90s are very sophisticated. They do behave more like the middle class in the world, so they are more insightful and know how to choose things based on their attractiveness. They want to be different, but they don't need to be too unique. So I think the same products will attract them first. 
 although these more and more consumers have abandoned the famous designer brand in recent years, they still care whether they look fashionable or not, especially in the eyes of their peers. However, they do not necessarily have to use brand names to wrap them from head to toe to achieve this goal. 
Beyond P, I do not think that the basic demand of Chinese showing off luxury goods has disappeared. People are still eager to show off their wealth and privileges. They are only a little more smart about it. The act of flaunting needs to be low-key, but to make sure that others can feel it is like lowering the volume but not changing to another channel. Spencer explains. 
Experts believe that the rise of counterfeit products is only a gradual step in the development of Chinese cottage culture. Michael Zakkour is also one of them. He is the chief consultant of Tomkins international consulting company. He will also publish a new book, "super consumers in China: one billion, what do consumers want to buy and how to sell them to them?" 
 Zakkour argues that with the mainstream market of Taobao and Tmall such as government agencies and Alibaba increasing the crackdown on counterfeit products on the market, these goods have to find a way to avoid the scrutiny of the authorities. 
 "the idea that China's cottage trend is coming to an end is absurd and wrong," he said. "China has already got the foundation of innovation, but there is still no respect for intellectual property rights." 
 Zakkour added: "I think this can be regarded as a phenomenal performance. These companies have been engaged in, buying and engaging in the design, creativity, marketing and promotion of top luxury goods abroad. Now they have learned how to operate and believe that they can do well on their own, but they still lack the confidence to launch their own products. " 
While P agrees that the counterfeit products are a mutated commodity relative to the increasing number of counterfeit goods in the Chinese market, he also believes that this is a decisive step in the making of Chinese manufacturing towards real innovation. "Spencer" 
"P," he explained, "compared with fake goods in the past, counterfeit products of the same category are more legal and better use of public domain. Counterfeit products pay more attention to spanforming products to meet the needs of local consumers. 
 "I believe this happens frequently in western countries and is a progress relative to counterfeit goods." "This is a more legitimate business model," Spencer said. Once these Chinese companies have more capital on hand, they will invest in product research and development as well as Western companies. Finally, they will see innovation as the key to company operation. " 
As P points out, China's "same products" and international fast fashion and high street brands, which are highly imitative of designer products, have many similarities in common sense. < Spencer > 
 however, fashion brands can see a glimmer of hope from the "same products", because the selling of the "same section" shows that their designs can attract Chinese consumers. As the wealth of young consumers increases, they will be more capable of buying real luxuries. 
"P >" I suggest that fashion brands have a better turn and use this opportunity. " Zakkour said, "if counterfeits imitate your design, this proves that this product can attract customers and should make good use of this foundation to promote other factors of brand. Brands like Prada, Prada Ralph, Ralph Lauren and Tory Burch should pay more attention to reputation, history, brand story and brand integrity, "Ralph said. 
 Misseri agrees with the idea of Zakkourd, and takes the suggestion of UGG to enter the Chinese e-commerce market as an example. The retail price of a pair of genuine UGG boots is about 1500 yuan, totaling 240 dollars, while counterfeit products can only be purchased from 100 to 200 yuan (16 to 32 dollars). Several Western brands interviewed did not reply immediately. 
 "it is almost impossible to not expect all those who are interested in your design to become your customers." he said, "if you concentrate on real potential customers and persuade them with exclusive selling points, you can win these customers. After all, real customers can't run away. "