Have We Become The "Quality Depression" In The Global Market?

As the end of the year is approaching, and usher in the peak season of consumption, all kinds of promotional activities under the online and offline activities are stimulating one another, stimulating people's enthusiasm to buy, buy and buy.

Some of these phenomena deserve our attention.

According to the world clothing and shoe net, China's high performance rice cooker is not sold in the place of birth.

The "floating across the sea" bought is more durable than the domestic ones; the beef balls produced by the domestic enterprises are higher than the domestic ones in the export quality level.

The quality problem of the same car is the only exception to the global recall.

Many consumers have found that the same goods or services, which are seen and bought at home, tend to be "less meaningful" than foreign ones.

So, are we global?

Can the Chinese consumers enjoy the same quality? Where are the more high-quality domestic supply?

Is quality universal?

There are two standards and two production lines for exporting domestic products. The export of first-class products and second-class products are domestic sales. This seems to be a practice in some domestic industries. Some foreign brands have double standards in the international market and the Chinese market, and the quality of "inside and outside is different" is common.

"Basketball shoes bought abroad are still good for a year, but they are worn out in two months, and the quality difference is not small."

Xu Wei, a third year student at a university in Chaoyang District, Beijing, told reporters.

Xu Wei loves basketball, and bought a pair of basketball shoes when he went abroad last year, though it is a foreign brand, but the place of origin in China has not been in trouble for a year.

After his recommendation, a ball friend bought a pair of shoes made in China at the domestic brand store.

Unexpectedly, just two months later, the damping cushion of my friend's shoes was officially "scrapped".

What is the difference between the quality of shoes at home and abroad? Xu Wei made a more precise comparison: he first bought a pair of basketball shoes from abroad and bought a pair of shoes with the same brand and the same type in the domestic market.

After that, he took turns playing basketball with two pairs of basketball shoes. As a result, the shoes bought in the country were "open" for about half a year, while the shoes bought abroad did not have any problems.

"I have to say that there are some articles in it."

Similar things are common.

After comparison, many consumers find that the quality of some products and services in the domestic market is obviously worse than that in foreign markets.

This quality difference is concentrated on several intriguing phenomena:

Some quality goods are produced in China but not sold in China.

Li Na, a resident of Yangpu District, Shanghai, traveled to Japan not long ago, and brought back a popular rice cooker in Japan.

After several use, she felt that this rice cooker is better than many cookers sold in the domestic market in terms of versatile, cooking and delicious.

Careful Li Na found that the bottom of the Japanese brand rice cooker was labelled with the label "MADE IN CHINA".

"Did China produce rice cookers in China?" Li Na visited many large electrical appliance dealers such as Suning and Gome in Shanghai, but did not see the figure of this rice cooker.

Mobile phone, rice cooker, clothing, footwear, food, smart toilet lid...

Many products sold in the international market are made in China. However, a large number of high-quality products born in China are not sold in China, but are shipped directly to foreign markets.

Chinese consumers, who want to buy these products, have to "follow" the commodities and go abroad to spend more money.

The products of some domestic manufacturers are of a higher quality than the domestic ones.

Residents in Luohu District, Shenzhen, often purchase goods from Hongkong, especially food.

He found that many fresh vegetables, chicken, pork and other fresh products in Hongkong supermarket came from the mainland, but the quality was better than that in the mainland market.

Take beef balls for example. The beef balls bought in Hongkong taste better than those sold in domestic supermarkets.

"Ingredients are nothing more than beef, pork, corn starch and so on, but they are different."

Guan Jian told reporters.

Two domestic export standards and two production lines, first-class products export, second-class products domestic sales, which has become a "Convention" in some domestic export industries.

Take the food industry, data show that China's food export pass rate has maintained a high level of over 99%, and domestic food in the context of "many years of rectification", the pass rate is around 90%.

To a certain extent, the gap between these points reflects the embarrassment of "different lines, different standards and different quality" in some industries.

Some foreign brands have "double standards" in the international market and the Chinese market.

McDonald's, KFC, Pizza Hut...

The well-known foreign fast food abroad has become somewhat laziness after arriving in China. The string of food safety has not been taut. In recent years, it has been exposed to food safety incidents.

In 2014, Fuxi, Shanghai, attracted extensive attention due to its extensive use of deteriorated meat raw materials and supply to McDonald's, KFC, Pizza Hut and other catering businesses.

After the quality problem, the way of dealing with foreign brands in China is also "arrogant".

In July this year, IKEA announced the recall because of the potential safety problems of some cabinet products. At first, it did not recall the Chinese market. At last, it was only under the pressure of public opinion that it recalled the hidden products in the Chinese market. In September, Samsung announced that it had recalled the "NOTE7" model mobile phones sold in the United States, Australia and other countries because of battery defects, but it did not include China. The Japanese Toshiba Co had made many global recalls of products with defective quality notebooks, color TV, washing machines and mobile phones, but little attention was paid to the Chinese market.

"In many areas of consumption, China is indeed in a state of quality depression."

Zhao Ping, a researcher at the China Council for the promotion of trade, said that domestic consumers are increasingly concerned about quality, but the supply of high quality is relatively insufficient.

The phenomenon of "difference between inside and outside" of goods and service quality further aggravates the contradiction between supply and demand mismatch in domestic consumption market.

Is the "depression" only low in standard?

The standard is low or not detailed enough, but it is only part of the incentive for the consumer goods in the international market to be better than the domestic market.

Factors such as market demand, supply level and supervision mode are also influencing each other.

Some goods are sold in China but not in the domestic market.

The reason why some international brands can "double standards" is that the domestic regulatory system is not in place.

Rice is the staple food on the ordinary family dining table. In the past two years, it has become the object of domestic consumers "Hai Tao", and even spend tens of yuan on 1 pounds of high price to buy rice from abroad.

"Although the taste is subjective, there is a real difference between the quality of the rice and the quality of the rice in the domestic market."

Liu Houqing, an expert in rice evaluation, told reporters that he had done a comparative experiment to open a bag of domestic rice and a bag of Japanese rice, first look at the particle integrity of rice, and more rice made from domestic rice. When washing, the amount of starch made in domestic rice is too large. After washing rice for 2 to 3 times, the rice can be cleaned, while the domestic rice needs to be washed 7 to 8 times.

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Why is there a difference between a bowl of white rice and abroad?

"Standards may be a major reason."

Liu Houqing said that in the rice industry, there is no standard in the country, and many standards are not low, but the standards are not enough. Many of the "production oriented" standards focus on "eating enough to eat well", which can no longer meet the new demand for consumption.

In Japan, there are clear standards for rice breeding, planting, harvesting, processing, storage and marketing. The core purpose of these standards is to ensure that rice is eaten in the mouths of consumers and the fragrance of rice.

For example, protein content is an important factor affecting the taste of rice. In Japan, the protein content of rice is generally less than 8%, and Liu Houqing has tested several domestic brands of rice, and found that the protein content is generally high, averaging about 9%, and some even close to 10%.

Moreover, in order to ensure freshness, Japanese processed rice has only 3 months' "taste period". Such harsh standards are difficult to achieve in the Chinese market.

"Standard is the qualified line of all products on the market, and its function is very important."

Xu Jing, director of the China international brand management center, thinks that compared with some developed countries, the standards of many industries in China are low or insufficiently detailed, which is the cause of the "depression" effect in some consumer products. Some products that are not qualified abroad have become qualified products in the Chinese market; some qualified products in foreign markets have become high quality products in the Chinese market.

Standards are very important, but experts generally believe that there are differences in the quality of products at home and abroad, and that some of the high quality goods are not sold in China.

Some "China is not sold in China" is limited to the development stage of the domestic market. Some high quality goods are expensive and can not be sold in the domestic market.

"Business sells things, where good selling, selling expensive, selling fast, where to go."

Sun Wei, owner of an agricultural production enterprise in Pudong, Shanghai, said that some of the high quality agricultural products they produced were influenced by factors such as cost and price, and they were more exported to the international market.

For example, the color sweet pepper sold to the Hongkong market, with a net weight of 400 grams and 3 bags, sold for nearly 30 yuan in Hongkong, and sold well. In the mainland market, it is often "too expensive to sell, and the price is too low to lose money".

"More and more consumers are willing to buy high-quality goods, but some high quality demand has not formed scale effect, and needs to be further explored."

Some goods are sold in China but not in the domestic market.

Yang Bo, the head of a smart toilet manufacturer in Tangshan, Hebei, said that before Chinese tourists rushed to Japan to rush to buy the smart toilet lid, few people in the country used to even know the smart toilet lid. The smart toilet lid in the mall was not easy to sell, and the toilet lid of foreign brands did not have a large supply base in the country.

After being reported, the demand for smart toilet lid has changed from covert to dominant, and domestic smart toilet lid products and types have been gradually enriched.

Some high-end products do not enter China because the overall supply level of domestic related industries is not high.

"When developing sales strategies, the current level of supply in the target market is also important."

Sun Ming, the head of a loudspeaker box manufacturer in Dongguan, said that in a market, if an enterprise can beat competitors only at 50 yuan, the enterprise will not spend 60 yuan or even 51 yuan.

The domestic loudspeaker industry started late, and the famous brands were few. Some international brands of medium and low end speakers came to China, still can occupy the advantage of sales position, and have enough profit margins, pushing high-end products will not be too active.

"The quality of domestic products is discounted, and enterprises are also calculating economic accounts."

Guo Wen, a toy manufacturer in Yangzhou, said that when making foreign products and domestic products, the decision-making factors vary greatly.

Take the plush fabric pencil box as an example, the production cost plus reasonable profit, the factory price is between 4 and 5 yuan.

If it is a foundry for foreign toy brands, the other side generally requires the factory toys to reach a higher standard, which is based on the standard production. If the agent is assigned for the domestic distributor, the other party usually cares more about the price, which is based on the price.

If the price is king, the quality will be sacrificed, and there will be some shrinkage in materials and tailoring.

The double standards of some international brands are caused by the lack of domestic regulatory system.

WAL-MART, the world's largest retailer, has been exposed to safety problems in China for many times, and has appeared counterfeit "green pork", sales of expired food and false propaganda. Versace, LV, Armani, Chanel, Bo Bai, Dior and other international brands have been disqualified from China.

The internationally regulated international brands have become "bad children" in the Chinese market, mainly due to the low cost of illegal activities.

In some "foreign brands", even if there are quality problems in China, as long as a period of time, "ostrich" receives a ticket that often has only a few hundred thousand or even tens of thousands of dollars, it will pass smoothly without feeling pain.

WAL-MART chain store sells fake "green pork" case, which can be called domestic punishment "big list", and the final penalty is only 2 million 690 thousand yuan.

Such a fine will not play a role in restraining the pnational corporations of this magnitude of WAL-MART.

Can quality climb speed up?

After the Chinese market enters the stage of demand driven development, consumers have stronger desire to buy brand goods, and pay more attention to the cost performance based on high quality. This demand structure determines that the "old road" is difficult to maintain, and the quality has become the key to the competition of enterprises.

We do not have the ability to produce good products, but lack the mechanism to encourage good products.

From the international experience, the market of many countries has gone through the process of "quality depression" to "quality plateau".

Speaking of German manufacturing, people will associate with Mercedes Benz, BMW and a number of premium brands.

However, German manufacturing with such a halo has also been evaluated "cheap and bad" in World Expo, Philadelphia in 1876, when the German market was also filled with all kinds of hard goods.

After years of quality improvement, driven by a group of famous brands, today's German market has become a real quality plateau.

"The proportion of quality commodities will grow larger and larger in China."

Roland Begg, chief executive officer of management consulting firm Chang Boyi, believes that after the Chinese market enters the demand led stage, consumers demand more for brand goods and pay more attention to the cost performance built on the basis of high quality. This demand structure determines that the "old way" is difficult to maintain, and the quality has become the key to the competition of enterprises.

"What kind of demand, there will be what kind of supply."

Jing Linbo, a researcher at the Chinese Academy of Social Sciences, said that the market can be adjusted automatically, but it does not mean that we can sit back and relax. Instead, we should let the market play a better and faster role in matching supply and demand through appropriate means, encourage enterprises to focus their energies on good products and prevent market failures.

- improve industry standards and improve product passing lines.

"Good products have good returns, and enterprises will have more power to improve."

Xu Jing told reporters that we do not have no ability to produce good products, but lack the mechanism to encourage good products.

The United States, Germany, Italy and Japan have complete standards and higher requirements in food, cosmetics, toys, clothing and other industries.

As the second largest consumer market in the world, China's industry standards are lagging behind. Low standard products occupy the market, leaving more room for good products.

Only by bringing up our standards can the quality of products be truly matched to the international standard line.

Some of our standards have been "standing in situ" for a long time, even twenty or thirty years ago.

Taking food as an example, food standards in developed countries are often in dynamic updating, and there is a good linkage mechanism between government regulators, third party research institutions and enterprises.

Britain, Germany and other relevant independent research institutes often find some food safety risks earlier than government departments, and put forward independent research reports.

Food standards are not necessarily the same, but also keep pace with the times.

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Protecting intellectual property and making innovation more emboldened.

Domestic brands insist on innovation and drive the overall supply level of domestic goods to rise, so that some foreign brands can be put down.

Taking color TV as an example, the first foreign color TV in China, even though the price is high and the products are few, can not be produced by domestic enterprises, and consumers can only tolerate it.

With the enhancement of production and R & D capabilities of domestic enterprises, the quality of domestic color TV sets is getting better and better. Foreign enterprises are also beginning to put higher quality products in the Chinese market under pressure.

To strengthen the protection of intellectual property rights, especially to increase the efforts to investigate and deal with the phenomenon of infringement of goods sold through network channels, and prevent the network from becoming an infringing place outside the law, is the best way to stimulate innovation.

Li Jing, the head of a toy dealer in Shenzhen, said that in the past few years, the company intends to create a brand around a hot domestic cartoon.

But until Li Jing and copyright partners talked about cooperation, cottage toys have flooded the market through channels such as the Internet.

After consulting Li Jing, he learned that even if he applied for a brand again, it would be very difficult for him to make a lawsuit, even if he could not make ends meet, he had to give up.

"If copyright is better protected, enterprises will not have similar worries, but they will create quality with ease."

Li Jing said.

- regulating market order and keeping the bottom line of competition.

It is difficult for a competitive market to establish trust between suppliers and suppliers. The so-called innovative products and services can only be "castles in the air".

Cai Jin, vice president of China logistics and purchasing Federation, said that the key to keeping the bottom line is to increase the cost of breaking the law.

Compared with other countries, many of our consumer fields have low standards of punishment, and supervision is not perfect.

In tourism, food and other industries, the phenomenon of "being punished for a violation of law and changing places" is very common.

Experts suggest that the punishment responsibility should be specific to the person, and through the credit record of the national network, etc., "let the dishonest person go on foot."

China's regulatory and rights protection system should be shifted from the production side to the consumer side.

At home, consumers buy unqualified products. The main means of safeguarding their rights are returns. For those fraudulent businesses, the maximum penalty is 3 times higher than the amount of compensation.

In the United States, the quality problems of products, the illegal enterprises will face heavy penalties for "sky high" compensation; in some European countries, the relevant consumer protection organizations have the right to organize arbitration tribunals, and protect the rights of consumers in the form of industry self-discipline. Enterprises that refuse to fulfil their obligations can be severely punished by "market entry".

Song Yu, chief economist of Goldman Sachs, said that the market environment is expected to be more perfect, stimulating the enthusiasm of enterprises to improve new supply and meeting the new demands, and let the domestic consumer market step out of the plight of the depression and become a quality plateau for consumers to be more satisfied and reassured.

More interesting reports, please pay attention to the world clothing shoes and hats net.