OEM, Fake Or Improper Use

Why is the basic quality problem solved by counterfeit goods? The quality of Prada is considered to represent quality and identity. The answer is "because Prada uses colorless, tasteless high-grade glue and has poor wear resistance".

Don't laugh at such a God. Maybe it's one of the reasons.

After Burberry was criticized by Green-peace Greenpeace for toxic substances in clothing, they promised that they would be closely associated with relevant industry companies, suppliers, brands and NGO to eliminate hazardous chemical emissions, which is part of its long-term plan.

Chih An Lee, director of East Asian region of the Greenpeace Detox project, welcomed the final decision of Burberry in the special article of the guardian, and said GUCCI, Versace, Louis Vuitton and other brands were lagging behind in controlling harmful substances emissions.

Improper use is a common reason for luxury brands to answer consumers' questions.

Media reports said that a Shenzhen consumer bought Prada sunglasses at duty-free shops in Xinluo, Seoul, South Korea.

Eyeglasses screw off, loose is also a common complaint of consumers.

According to the media, Prada's reply at that time was that the $292 Sunglasses had been submitted to the after sales department for identification. It was not possible to confirm whether the glasses were of quality or not.

This reminds Liu Xin of his experience of buying Vacheron Constantin watches in Singapore in 2012.

A basic watch priced at 175 thousand yuan in China costs only 135 thousand yuan in Singapore.

Liu Xin shouted, earned his watch almost every day, and everyone praised his watch.

But only two months later, Liu Xin was silent, because the watch wouldn't go.

He reluctantly sent his watch to Vacheron Constantin's official post sale maintenance service at the new world office in Chongwenmen, Beijing.

The reply is that the watch movement may be damaged and need to be opened for repair.

Although it is still in the warranty period from time to time, Liu Xin was told that this is a damage caused by improper use, not the quality of the watch, asking for 8000 yuan for maintenance.

The reason is that there are scratches on the surface of the watch, which may be caused by collision with heavy objects.

Liu Xin faced a grievance because he was a sales general manager with an annual turnover of over 100 million, and he did not understand where he came from.

"I don't even wash the dishes at home!" but Liu Xin still paid 8000 yuan and waited for 3 months to get his watch back.

"Maybe it is my reason, although I am sure there is no big collision, but after all, watch is worn on the hand, bumping is unavoidable.

Maybe it was when I was playing cards.

Liu Xin comforted himself for reasons.

If the story ends here, the problem is, a year later, Liu Xin's watch is broken again.

It is improper use, and it is 8000 yuan.

What is more interesting is that a friend of Liu Xin has bought a Vacheron Constantin in Hongkong after listening to the advantages he has boasted about overseas shopping.

When Liu Xin complained about all kinds of quality problems, he learned that Vacheron Constantin's friend had lost the second hand in the first few months after buying.

It costs HK $8000 to send to Hongkong for maintenance.

Search for Vacheron Constantin on the Internet, second hand drop is its hot search keywords.

Angry Liu Xin then dared to question the quality of Vacheron Constantin, known as one of the world's most famous watch brands.

"Maybe it's accidental, and it's the responsibility of the consumer to have such a continuous problem? Consumers like us should wear normally. Is this watch so delicate that people must live in a vacuum?" Liu Xin never wears a watch again.

The more precious things, the more careful care is true.

"Mechanical watches require maintenance at least once every two years, and the maintenance cost is about 1/10 of the table price. Many Chinese consumers are not aware of the importance of maintenance, affecting the normal use of watches and clocks."

The other people of the clocks group, another clocks and watches brands, said that the other side even gave an example. "Like Ferrari [micro-blog] sports car, Ferrari knows well, but if it's on a mountain road or a dirt road, it is definitely not as good as a tractor."

OEM is considered to be an important factor affecting the quality of luxury goods.

For example, Prada sunglasses, such as Ray-Ban, Dolce&Gabbana, Burberry and other big sunglasses and optical glasses, are produced by the global glasses industry giant Luxotti-ca group. Dior, Gucci, Armani, Valentino, YSL and other large eyeglasses are produced by another glasses manufacturer based in Italy.

The glasses of these brands have nothing to do with the brand itself.

More OEM takes place in China.

Take Prada as an example, although they have been through a long period of time to keep a close mouth about the origin of products.

However, when Prada was listed in Hongkong in 2011, the information on the agent's factory was finally disclosed.

One of its sponsors, Goldman Sachs, reported that Prada had already manufactured 80% products.

"Prada's 11 companies only produce 20% of the finished products, and the rest are outsourcing.

Prada is currently working with 450 raw material suppliers and 480 manufacturing companies and employs 170 quality monitors. "

The report describes the monitoring of quality and ensures adequate production capacity.

But Goldman used to regard it as a quality risk factor.

Subsequently, the Prada era of leather furniture, a factory in Hongkong, Dongguan and other places, opened the secret of cooperation between leather goods and Coach and Prada for several years.

Its OEM list also includes Fossil, Michael Kors and Lacoste.

It is not that the quality of Chinese foundry products is not good.

In fact, these luxury brands can choose the foundry of Chinese factories, and they just take a look at the production capacity of Chinese enterprises.

In addition, these luxury brands produce some high-end components, such as zippers, labels, nameplates, and so on.

The main problem is productivity.

although

Since 2013, the growth has slowed down, but in the 35 years before 2013, luxury goods have entered a period of rapid development.

Take Prada as an example, when Prada chief operating officer Sebastian Suhl accepted the public interview in 2011, he said, "in 2010, the sales of Prada handbags in China increased by 80%, and the Miu Miu brand sales of the group increased by 500%."

Prada reported that in 2014 -2016 brand plan opened 120 stores worldwide.

From the data point of view, Prada has opened 75 new outlets in China in the past few years.

At the craziest moment of opening a store, Prada has set a record of opening 4 stores in Shanghai in two months.

This is just a microcosm.

According to incomplete statistics, as of 2013, LV operates 46 stores in 32 cities in mainland China, Burberry has opened 70 in 36 cities in China, and GUCCI has opened 59 stores in 32 cities.

The annual sales growth rate of the world's second largest luxury goods giant, which needs more sophisticated watches and jewellery, is as high as 30%-50% in 2009-2012 years.

The growth of shops and sales means a sharp demand for capacity.

Raw material supply, product technology and quality control are prone to errors.

At this time, to meet the strong demand in the Chinese market,

The industry emerged and flourished at the right time.

The purchase can be divided into good and bad.

Taobao is full of expensive information such as Hermes packaging and invoices, which is used to make sales.

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There are even purchasing agents and some shop staff to cooperate privately to make huge profits.

Because of the existence of up to 30% of the price difference at home and abroad, some purchasing products that are bought back from abroad are consigned to domestic stores.

In view of the high profits, once this kind of cooperation is more, the phenomenon of false truth will appear.

The strength of Chinese Shanzhai is that fake goods look the same as genuine ones.

To what extent did the fake products come true? In 2013, the court of Hongkong sentenced a case of selling fake jewelry.

The criminal sold the same cottage product bought in the market to the exclusive store. The first six times were successful, that is, it was hard to distinguish the authenticity of the inspection, but only when the seventh old trick was applied again.

Therefore, even if it is purchased in stores, it is difficult to guarantee true and false, and naturally it is difficult to guarantee quality.

The lack of quality control is also one of the causes of frequent luxury problems.

This includes the supervision of the luxury brands themselves, especially the regulation of the Chinese market.

China's quality supervision is always weak.

There is also the responsibility of the media.

Before that, the fashion editor who bought the Prada pull rod box said bluntly: "I rarely curse the brand, because to a certain extent, I scold you for representing my work magazine.

You are advertisers, you use a shit of urine to pull us up.

But I'm going to make an exception today, right, you're not a box, you're Prada! I'm not an editor today. I'm a consumer who spends money on things. "

Of course, luxury as a high gloss industry, once the quality problems will become the focus of attention.

The reason is very simple. Is Chanel's quality problem more sensational or expensive?

This sentence puzzled Wang Jing.

"Why do I buy it?" Wang Jing asked, "then what do I buy?"