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Recently, the international famous brands in the Chinese market negative news after another: following the Zhejiang industrial and commercial sectors product quality as a result of the problem, set fire to the European high-grade leather shoes after imports; Armani (ARMANI), para Baoli (BURBERRY), Zegna (ErmengildoZegna ), And other top-brand apparel in Shanghai was sentenced to up to standard; Soon after Iger (Etam), Wei Shaman (VEROMODA), and other well-known brands in the Guangzhou Women were divided Detection carcinogen aromatic amines.
despite media reports of heated discussions, but a lot of brand exposure in the face is still keeping a low profile, or even by simply saying that no influence over lightly. A cold-hot, behind the strong contrast, is an international brand name should be spending crisis mature strategy, or people on the brand-name consumer psychological challenges?
international brands
low-key response when the well-known international brands seen on many of the regulatory products on the list, many consumers have expressed some shocking , or sometimes angry. In an interview with reporters, however, also heard another voice: such a well-known brand of quality will be the problem? May be made of cloth? So much wear brand-name star, to have any problems? Poor color fastness? Decolorization, Fang Jiu, which is a style, like designer jeans deliberately cut hole. Brbrbr is part of the consumer may be tolerant, generous, before being led regulatory exposure , The vast majority of well-known international brands have chosen to remain silent – no response, no explanation, no apology.
For example, the Shanghai industrial and commercial department released a list of unqualified imported clothing involved in more than 20 well-known international brands, but nearly 10 days, the only company to the consumer through the media deep regret and promised to take immediate steps to To improve the handling of all clothing.
more international brand names batch Although the relevant specifications of the goods off the counter, but on what is the cause of quality issues and take remedial measures, staff will not be able to make further explained that the answer is more To wait for the investigation and notify headquarters.
Earlier, a group of Louis Vuitton (LV), Hugo Boss (HUGBOSS) and other European import brand-name shoes as a result of substandard quality, in Zhejiang Province have been destroyed in public, the brand relevant person in charge said that their high-end leather shoes During the New Year’s Day, sold well in Shanghai, not be affected.
Madame Bovary increased
abroad, well-known brands to deal with such incidents, most of them will take ‘cold treatment’ approach. Shanghai University of Finance and Economics International Business School of Management, vice president of the Hsin-kang said: The problem is , Compared to mature markets, top brand in China has been too much attention to the crowd. Brbrbr As we all know, go public with the line second and third line of merchandise and brand, a brand, especially the top brands are small commodities , Focus on a small part of the special groups – the income of money, good strength, brand awareness and loyalty higher than that. These target customers to choose the top brand, by no means alone in looking at the technology, quality and, more importantly, the brand culture, the connotation of recognition.
Miss Gao, a Shanghai advertising company’s general staff, on revenue of about 4000 yuan. In order to buy a price of 5700 yuan Ferragamo (Ferragamo) white satchel, she’s in two months to eat lunch every day. We have a number of companies look very formidable female colleagues, to meet on the first look at what you wear brand of shoes, what brand of bag. And compared to the brand-name suits, jewelry, handbags higher the cost. Brbrbr Miss Gao was to do The consumer brand known as Madame Bovary : because not enough revenue can only be realized through the purchase of relatively inexpensive brand-name accessories, or to imply that his is a well-off class.
Ernst & Young survey showed that China’s consumer brand names There are two types: one is Jiacaiwanguan of the rich; is a class of white-collar office workers, their age of 20 to 40 years old. Europe and the United States and the region’s consumer brand name, aged 40 to 70 years old.
from consumer goods, China’s consumers to buy brand-name goods, the main focus on watches, handbags, cosmetics, fashion, jewelry and so on, Europe and the United States off brand is even more willing to opt for housing, cars, family tourism . Experts point out that this reflects the Chinese side of the pockets of ordinary people have not really Drum , as well as China and the West reflects the customer brand of the psychological differences in consumption.
not enough rational luxury
recently, Jiangxi Highway Management 30,000,000 yuan in a procurement project, a clear rejection of domestic brands to compete. Hefei government agencies is also a government tender in public procurement requirements of foreign brand air-conditioning, Haier, Gree, and other well-known domestic brands have been shut out.
This reflects a number of government departments, operators and consumers’ blind faith in things foreign ‘psychological deep-rooted. Shanghai Commercial Economic Research Center, deputy director of the QI Xiao Zhai said: The import brands, overseas brands have been blindly worship, landscaping, domestic brands Was artificially Kandi, to belittle. Brbrbr with the mature consumer groups, the Chinese buyers to the brand-name brands generally do not learn too much or research, brand consumer goods are still visible mainly focus on the pursuit of up-to-date, The most fashionable merchandise, and as Yao. Europe and the United States and consumers are usually more focused on the true value of the purchase of goods, preference, experience-respected consumer.
Ernst & Young report also come to the conclusion: China’s brand-name buyers, the majority prefer to buy their own capacity to do so within the framework of the most expensive commodity.
to show off, comparison, the birth of a ‘do you have, I have’ consumer behavior. Zhongnan University of Economics and Law, said Dr. Huang Manyu, such as college students to see some of the students bought a brand-name MP3, MP4, it will have to produce their own a Taiwan’s psychology does not take into consideration the use value of products. China’s high-density population, fueled consumer brands in the blind comparison of the wind. Brbrbr On the one hand, with a mysterious aura of wealth and the top brand, has stimulated a lot of consumers, especially young consumers desire for consumer brands, Even if these products far beyond their actual capacity to bear; on the other hand, in the face of temptation to do more and more consumers and the subsequent rapid expansion of the market, many top international brands and proudly agents, advertising, the increase in outlets, Flagship store to open, even at the cost of changing the brand’s long-standing insistence of some of the practices.
like a Swiss watch, some of the top brands in their own little advertising, not to increase their circulation, rather in the mass consumer groups’ unknown ‘, only a limited target of production and limited supply. But in China, part of the Agents in order to profit, so look forward to more consumers to buy, so regardless of brand positioning and characteristics, and even the brand was to take the risk of over-doing. Watches, a senior industry told reporters.
Do not let the consumer market suffering from the luxury disease
experts have pointed out that domestic consumer demand for foreign brand names unfamiliar in the absence of brand value and brand of cultural study, based on the view that blindly, foreign moon is always round, so First of all, the concept should be changed.
those who do not consider the price, not value, do not take into account the actual purchasing power, the consumer first and then worry , not an expert in the eyes of a mature, rational, scientific act.
Many domestic enterprises is targeted to consumers of this state of mind, registered trademarks abroad, in China the production and marketing of the product, then that ‘this is France Cargo, good things ah’! QI Xiao Chai believes that it is precisely because the international The one-sided understanding of the brand and blindly pursue careers, buyers often have no true and false, on a false foreign devils when.
In fact, both the top brands, or imported products, we need a more peaceful state of mind. Dr. Huang Manyu said that not only because of the extra favor to allow international brands become more and more arrogant; also Do not blindly follow the trend, so that the consumer market into a luxury disease problems.
people eager to brand, brand consumption is also a response to the development of the times. However, when you choose brand name, had to think twice before they act.