International brand
Following the Zhejiang fire departments for product quality high-grade leather shoes imported from Europe, the Armani, Burberry, Ermenegildo Zegna and other branded apparel in Shanghai was sentenced to failure. Recently, Iger, Wei Shaman and other women's clothing brand has been detected in Guangzhou decomposable aromatic amine carcinogens … … a lot of brand exposure faced by keeping a low profile, even a "no impact" faint lines.
International brands in China are often seen in the recent regulatory "problem products" list, many consumers expressed shock. However, there is another voice: "brands have such a great reputation of quality problems? Might fabric is made of it?", "So many stars wearing name brand, can be a problem?", "No color fastness good? bleaching, Distressed, is a style, like designer jeans deliberately cut out the hole. "
Shanghai authorities announced list of related apparel imports failed more than 20 international brands, but in the last 10 days, only one company to the consumers through the media "deep regret" and promised to take immediate measures to carry out the garment improvement. Most international brands have opted to remain silent.
Although more international brands will be related to the batch, the specification of "problem products" removed the counter, but the reasons for causing quality problems and take remedial measures, no further explanation, the staff replied: to wait for the headquarters of the investigation and notice.
Not long ago, a group of Louis Vuitton, Hugo? Boss and other European import brands failed because of quality shoes, to be publicly destroyed in Zhejiang. Related brand leader has said that during their high-grade leather shoes New Year's Day, "sold well in Shanghai, not be affected."
"In the U.S., well-known brands to deal with such incidents, most will take 'cold treatment' method." Shanghai University of Finance and International Business Management of Dean Chenxin Kang said, "The problem is that, compared to mature markets, top brand in China by too many people's attention. "
And taking the public route of the second and third lines of different brands and products, a brand, especially the top brands are "niche products", focused on a small part of the special populations. The target income of a lot of money, power is good and the brand awareness and loyalty very high. More important, these target customers to select the top brands, not just look at in the process, the quality, but the brand culture, meaning recognition.
Recently, Jiangxi highway departments in the procurement of a 30 million yuan project, explicitly exclude domestic brands compete. Hefei certain government agencies are also requested the government open tender procurement "foreign brand" air conditioning, Haier, Gree and other famous domestic brands excluded.
"This reflects a number of government departments, operators and consumers 'Worship' psychology." Shanghai Commercial Economic Research Center, deputy director of the Renqi Xiao Zhai said the blind worship of imported brands, foreign brands, domestic brands are looked down upon people and belittling.
Compared with the mature consumer groups, China's famous brand buyers generally will not make too much study or research, brand consumption is still dominated by physical goods, and the pursuit of the latest and most fashionable. The European and American consumers are usually more focused on the real value of goods purchased, preference, respected experiential consumption.
Ernst & Young report obtained this conclusion: China's brand-name buyers, the majority prefer to buy within their means and ability, "the most expensive commodity."
"Show off, competition, gave birth to a 'you have I have' consumer behavior." Zhongnan University Dr. Huang Manyu said some students see the students bought a brand MP3, MP4, would have to produce their own psychological, did not consider the product value. "China's high-density populations, will contribute to the brand of blind comparisons of consumption in the wind."
Face more and more eager consumers and the resulting rapid expansion of market size, many international top brands and agencies smug. Advertising, increased network, opened a flagship store, even at the cost to change the brand long-standing insistence practices. "It's like Swiss watch, and some top brands almost no advertising, not circulation, only a limited target for limited production and supply, rather in the mass consumer groups in the 'unknown'. But to China, agents for profit, anxious allow more people to buy, regardless of location and characteristics, and even willing to take the risk of brand abuse were made. "a watch industry veteran said.
Experts pointed out that domestic consumers unfamiliar foreign brands, in the absence of the brand value and brand based on the research culture of learning, blindly believe that "the moon is always round abroad", such a concept should be changed first.
"Many domestic enterprises are eyeing the consumer mentality in the foreign registered trademarks, production and marketing of products in China, and then declared that 'this, but French goods, a good thing ah'!" Qi Xiao fast that it is because of international brands one-sided understanding and imitating, buyers often do not distinguish between true and false.
"In fact, both the top brands, or imported products, we need a more peaceful state of mind." Dr. Huang Manyu said, both because of extra love and affection do not make international brands become more and more arrogant; are not as blindly worship, to the consumer market into a "luxury disease" of problem.
I am a professional writer from China Manufacturers, which contains a great deal of information about $keyword_li, welcome to visit!
Processing your request, Please wait....
