Why Shoes And Clothing Enterprises Are Keen On Foreign Brands?

The Italy government group came to China to help China fight against counterfeiting? Recently, the Italy government has helped China to crack down on counterfeiting. Many Chinese consumers who are obsessed with the "foreign brands" of "luxury lineage" wake up from their dreams and clearly realize that foreign "foreign brands" have appeared countless "Li Gui" in China.

In the face of the disparate prices between famous brands at home and abroad, in recent years, "fake foreign brands" have been overrun in China. Some illegal traders have seen this huge market. They have made great use of our government's lack of supervision over the protection of intellectual property rights, so that a large number of "fake foreign brands" have quickly occupied every corner of the domestic market, which has long infringed the intellectual property rights of foreign "foreign brands" and the vital interests of the vast number of consumers in China.

Italy government's attack on fake foreign brands in Beijing

The so-called "foreign brand" refers to the brand products of foreign enterprises originating or property ownership belonging to foreign enterprises. When foreign brands enter the Chinese market at first, they are almost synonymous with high quality, high credibility and high quality, and their prices are much higher than that of our national brands, independent brands and innovative brands.

However, a few days ago, the news sent out by the Italy official agencies to China to fight against counterfeiting made some "fake foreign brands" tense. Many Chinese consumers who were obsessed with the "foreign brands" of "luxury lineage" began to worry.

Reporter visits found that China's market, "foreign race" goods do exist in a chaotic mess.

Reporters learned that, in July 2010, the Foreign Trade Commission under the Ministry of economic development of Italy set up an office of intellectual property in Beijing. After 1 years of collecting and investigating, the office found more than 60 counterfeit Italy brand enterprises in the Chinese market.

In July 2011, the Intellectual Property Department of the Italy Foreign Trade Commission submitted 3 batch of 30 fake Italy brand cases to China's State Intellectual Property Office, covering various industries such as luggage and leather goods, clothing and home textiles, automotive supplies, furniture and building materials.

The "fake foreign brands" in these industries, or claim to be produced from Italy, or use the name of Italy and the name of the land, even use the Italy flag as the name of the product, and mislead consumers with the banner of "Italy", and appealed to the Chinese government to take pertinent measures.

Italy officials say the so-called "foreign brands" are known as brands from Italy when they advertise, but in fact, these brands do not exist in Italy.

A few days ago, the relevant departments in Italy organized a special group to fight against China's counterfeiting. It is evident that the Italy government attaches importance to the protection of local intellectual property rights.

China's State Intellectual Property Office has received the "pseudo Italy brand" submitted by the Italian side.

The responsible person recently told reporters that after 1 years of collection and investigation, the Italian side has provided 30 brands in the Chinese market, more than 60 counterfeit Italy brand enterprises, including enterprises in mainland China, Hong Kong and Taiwan and South Korea.

These brands, which claim to be from Italy in propaganda, do not exist in Italy.

All kinds of fake foreign brands are flooding the mainland.

In the home textile industry, there is a Italy brand named Jiajia dream home textile in China. The residence of the tagged company is 5014 room 2, No. 5014, cloth Road, Florence. It is confirmed by reporters that this address does not exist, and other publicity is fabricated.

The "Jiajia dream house", which produces bedding, claims to be from Italy. A mattress is known as the retail price of 6000 euros, which is more expensive than the car.

But it is understood that the real high-end brand mattress prices in Italy also do not exceed 600 euros.

Jijia dream sales person told reporters that the brand is registered in Italy, and the factory is in Changshu.

Most of the products sold by the company are bedding and piece goods.

The price is not much different from the similar products in the market. Only a few products are more expensive. For example, the quilt of a quilt is from Iceland's eiderdown. The factory price is about 10000 yuan.

According to the Shanghai Administration for Industry and commerce, JAJEMON Jiajia dream is the core brand of Shanghai Jiali bedding Co. Ltd., founded in June 22, 1999, and its residence is Baoshan District, Baoshan District, Shanghai.

The Beijing Office of the Italy Foreign Trade Commission said that the "JAJEMON Jia Jia Meng" trademark was registered in China.

In addition to Jiajia dream home textile, there are nine Xing Holdings Limited's brand STELLA LUNA.

Reporters on the nine Hing Holdings official website to see that since 2006, the company has launched its retail business through its own brand Stella Luna, and has successfully entered the Chinese shoe retail market.

Although the nine Xing holding market department did not answer the STELLA LUNA registration and origin related issues, she told reporters that STELLA LUNA was positioned in the middle and high-end market. At present, the brand has removed the "Italy based" publicity.

Italy tuskany Hongkong International Industrial Co., Ltd. was also complained by the Italy Foreign Trade Commission. After enquiry, it was found that the company had no registered information in Hongkong, and the telephone was also false. The actual company name was Beijing Weiyi leather products Co., Ltd., and its office was located in Dongcheng District, Beijing.

The Beijing Office of the Italy Foreign Trade Commission said that these "fake Italy brands" were rampant in the Chinese market, distorting the image of Italy brand, but ultimately jeopardize the interests of Chinese consumers.

In the imported red wine market, "Rafael" and "Custer" are the most popular brands.

Only "LAFITE" found hundreds of brands such as "big Lafite", "Lafite", "Lafi" and "Lafite legend".

The same is true of CASTEL. Some operators even create the false brand of "LAFITE" and "CASTEL" directly.

According to the Zhejiang Provincial Bureau of industry and commerce, the Consumer Protection Commission and other departments, the average price of imported red wine ports is only 15 yuan per bottle, but the average price in the domestic retail market is as high as 562 yuan. The annual output of French Lafite in Lafite is 240 thousand bottles at most, and it can be divided into 50 thousand bottles in the Chinese market every year, but the annual consumption of Lafite in China is as high as 2 million bottles, most of which are fake.

As for other industries, such as luggage, leather goods, clothing, shoes and so on, which impact the domestic market, there are numerous examples of "fake foreign brands".

All circles discuss the development prospect of "fake foreign brand"

Reporters recently visited some shopping malls in Beijing, and found that the products under the banner of "foreign brands" were quite numerous. In a large shopping mall, the products of the whole floor were basically high-end brands, and each door was marked with letters.

More shoes and clothes and some on the shop are not able to see a Chinese character. When asked about the source of the brand, the answers are exactly the same. They are imported foreign brands, not from foreign brands in Italy, France or the United States. They are Germany, Britain,

As to why more Chinese companies are keen on "foreign brands", one industry insider told reporters: "these enterprises are mainly to earn high profits. The same clothes, if a Chinese name can only be sold for about 200 yuan, can be said to be foreign brands imported from other countries such as Italy when they are publicizing foreign names, so the price will increase ten times or more than 100 times."

Zhang Huiming, director of the Enterprise Research Institute of Fudan University, said that to curb the behavior of "near brand" should start from three aspects: first, to cultivate healthy consumer value orientation of buyers; two, to use legal and market means to block enterprises' way to profit by relying on "brand names"; three, management agencies should strictly manage brand registration so as to stop "Shanzhai" brand.

Bian Xiangyang, a member of the China clothing association's expert committee and a doctoral tutor of Donghua University, said that any big economy in the world needs a number of world-famous brands to support it, so as to reflect the innovation ability of a country.

At present, there are few real world famous brands in China, which is seriously mismatched with China's market economy status.

Lu Yingzhong, a lawyer at Beijing's law firm, said that Chinese enterprises' "brand name" is not a good thing. Although some enterprises have signed the signs of "fake foreign brands" abroad, they have made some profits for a while. But nowadays, the brand competition is becoming more and more intense. If enterprises embezzle other people's intellectual property for a long time, they will not work hard to develop and develop their own innovative brands, but they will suppress their development for a long time, let alone go out.

"At present, some international companies mostly adopt the strategy of" water fish culture ". When Chinese brands become bigger, they will initiate lawsuits. At that time, Chinese counterfeit brand enterprises will suffer more losses and attacks.

Wu Shenggen, member of the academic committee of the China Advertising Association, pointed out that corporate behavior is influenced by consumer psychology. Some enterprises are willing to take up foreign names or celebrities, often to cater to the psychological needs of the audience, and this consumption psychology is actually irrational and unhealthy.

Today, the manufacturing level of China is no less than that of any other country in the world, and Chinese people have confidence in domestic products.

China's individual enterprises rely on such a way of infringing on other people's intellectual property rights and consumer interests by stealing "fake foreign brands", which can only be short-term behavior, which is very unfavorable to the long-term development of their own enterprises.

If an enterprise wants to truly develop and grow, it must develop vigorously its own intellectual property rights, innovate independently and set up its own brand image as the best policy.