Is Foreign Brand Really Worth Our Praise?

This is especially true in the clothing sales market.

A foreign brand that refused to apologize.

Recently, the Consumers Association of Beijing has conducted random sampling of casual pants in major shopping malls of the capital. As a result, many famous foreign brands were found to have serious problems such as false label content, formaldehyde content exceeding standard, color fastness and so on, and the failure rate was close to 40%. The famous Spanish brand ZARA, the British brand Marlboro and the American brand Hush Puppies are all on the list.

Xing Yunying, director of laboratory technology of the national clothing quality supervision and inspection center, said: "these items are mandatory items for testing. These producers not only falsify raw materials, but more seriously, safety indicators are not up to national mandatory standards. " However, Manufacturer It seems that the Chinese consumers do not care about it.

The ZARA, a famous Spanish casual wear brand, is popular among Chinese young people. Since August 2009, ZARA has been detected in China for 7 consecutive times, but every time it is silent, it does not recall any product, nor does it give any comment.

In the large shopping malls in the mainland, salesmen are keen to sell for "famous brand". Reporters came to Beijing to visit the Cui Wei mall. From the map of commodity distribution, foreign brand clothing is sold on the two and third floors, while domestic brands are hidden in the four or five floor of small passenger traffic volume. Moreover, malls in shopping malls are full of Italy and French brands. Reporters found that they all used foreign trade marks to show their "foreign flavor" and "identity".

Why don't these brands sell in Chinese? A salesperson scornfully told reporters: "this is a big brand, how can there be Chinese characters?" another mall employee said, "we sell clothes just to choose what customers like. famous brand After all, it will attract higher income customers. Chinese people like to buy foreign brands when they are rich. Foreign brands are of high quality, high grade and high standard.

The true level of foreign brands

Why does ZARA repeatedly "foul" but still can "capture" the hearts of Chinese consumers? A colleague pointed out sharply: "because it has no competitors, Chinese consumers buy it, so it does not care about quality and reputation at all."

Another industry insider said, "now, a lot of Foreign brands Producers know China's "rules of the game" - consumers in mainland China only care about the style of clothing. So they will spend heavily on design, and they will basically leave the factory entirely, or even hand over to some handicraft shops.

In the survey, the reporter found that ZARA went on the "low price strategy" and the procurement cost was very low, so that some garment factories that supplied it had to find ways to make up for it. The way to make up is to adulterate.

At present, the price of cotton in the mainland is about 30 thousand yuan / ton, while the price of polyester is only 10 thousand yuan / ton. So the result is: ZARA a casual trousers marked 75% cotton, 20% wool and 5% polyester, while the actual detection result is 68.2% cotton, wool content 10.6%, polyester content 15.7%, and 4% acrylic and 1.5% viscose.

Reporters also found that many shopping malls have serious problems in sampling inspection. A wholesaler disclosed: "the sampling inspection of shopping malls is only a small part, and there is no question of basic testing. Even if there are unqualified products, in order to retain the supply of large foreign companies, shopping malls must bite together. "

The reporter once witnessed the negotiation process of introducing a fashion dress brand in a store in a city. In the meantime, the head of the Chinese store said that as long as the US side is willing to enter, its products can be exempt from inspection in the future, and all other conditions can be discussed.

National brands need support

In 1994, China became the world's largest garment producer, and garment processing exports accounted for half of the world's total. However, "Chinese creation" has never been the mainstream. The loss of brand loss is enormous: China exports a shirt with a profit of only 30-40 cents and sells 800 million shirts to return to an Airbus A-380 aircraft.

In China's clothing industry, there are two typical examples of successful brands.

Lining, a sportsman, opened her store to Losangeles, USA, and was in opposition to the world giants such as Nike and Adidas. Lining said his biggest success was to advance the brand strategy. Li Guilian, chairman of Dayang creation group, is proud of the famous people such as Buffett. Thanks to Buffett's favor, the sales of Genesis suits increased by 40% abroad.

Even so, in many shopping malls in the mainland, the creation suits are still arranged in an inconspicuous position, which is a foil for foreign brands. In this regard, Li Guilian angrily said: "the well-known domestic businessmen should give our national clothing brand the status they deserve!"

Some local governments are not as concerned about national brands as they care about their children. Many government procurement projects give priority to foreign goods, and some local officials even say, "it is better to buy expensive ones than buy the right ones."

Experts believe that the clothing and clothing of a nation have a profound influence on the formation of its national character. At present, this situation is not changed, our national psychology will be adversely affected for a long time, and the trend of worshipping foreign affairs will continue to be rampant in Chinese society. In recent years, from beauty products to milk powder to brand-name clothing, the integrity scandals of foreign goods are coming one after another. Should Chinese consumers try to buy more national brands? High quality Chinese goods are looking forward to more opportunities.