Brand Phenomenon Survey

"Da Vinci" furniture events continue to ferment.

Recently, the China enterprise daily visited a number of shopping malls and supermarkets in Beijing, and found that the phenomenon of fake foreign brands not only existed in the home building materials industry such as Da Vinci, but also existed in cosmetics, food, clothing and other industries.

Xu Xinming, an intellectual property expert in China and a lawyer from Beijing Ming Tai law firm, told the China enterprise news that international brands such as crocodiles and kangaroos were registered in different countries, but the history of these big brands was very complicated. In many "foreign brands", there were real foreign brands, and many Chinese registered back to China for production and sales.

A reporter's investigation revealed that there were both genuine imports and some products imported from the market, but there were also many so-called "foreign brands" produced in China.

Obviously, it is a domestic brand, but it should have an overseas name and pretend to be a foreign product. Obviously, it is a native born enterprise, but it does not have to pretend that there is some connection with foreign countries.

In July 25th, reporters conducted surveys in some large shopping malls and supermarkets in Beijing, and found that the phenomenon of "wearing waistcoat" in food, clothing and other industries was more common.

In a supermarket clothing shoes and hats area, customers are coming and going very busy. Before all kinds of striking LOGO trademarks, the reporter saw a "Italy kangaroo" leather shoes.

Four or five customers at the scene are trying on "Italy kangaroo".

The clerk told reporters: "this is the authentic Italy brand.

The shop sells about forty or fifty pairs a day.

After careful observation, the reporter suddenly discovered that the "origin" column on the leather shoe box was marked inside.

For the reporter's question, the clerk explained to reporters that Italy kangaroo company authorized.

According to the reporter, in 2000, Al Pina became the sole licensed manufacturer of "L" ALPINA (Al Pina) + kangaroo figure trademark in Italy, Macao and Mainland China.

The reporter then called on the domestic agent of the company. The company said Italy kangaroo had nothing to do with France.

Under normal circumstances, some domestic companies in order to borrow the "Italy kangaroo" brand, registered overseas Italy kangaroo company, and then signed a brand management agreement and agency agreement with domestic companies, authorized the use of "foreign" trademarks.

The reporter also called "Australia kangaroo" leather China exclusive exclusive agent Guangzhou Kai Ge road leather products Co., Ltd., a company sales department chief explained to reporters, Kai Ge road leather goods only in Beijing shopping malls.

The company responsible person said that in the clothing and footwear industry, many Chinese registered and sold abroad.

Reporter survey found that a variety of so-called "foreign brands", the origin is in the country.

Subsequently, reporters in Beijing and Dongcheng District, Chaoyang District, a number of shopping mall to see a number of foreign brand goods, the location is clearly Guangdong, Fujian, Zhejiang and other places, but businesses are selling the flag of European and American countries.

A person familiar with the matter told reporters: "it said that the exclusive authorization from a brand in France, Italy and Germany is actually produced in small factories."

Gao Boxuan, a senior researcher at CIC, said that the production and sale of counterfeit foreign brands had been "normalized" at present, and the degree of counterfeiting foreign brands in different industries was different, among which clothing, food and other industries were the most prominent.

Intermediaries processing "foreign brands" insider

Chinese made products are labeled as "foreigners" and labeled as "foreigners", and their value suddenly soared. This is an open secret to the industry.

As for the way of pformation, it is nothing more than registration of foreign companies, registered trademarks and so on.

A registered company in foreign countries has a low threshold and is easily handled through intermediary companies.

In order to entrust a registered company in foreign countries, a reporter from China enterprise daily contacted a Shenzhen intermediary company specializing in the registration of foreign companies.

After listening to the reporter's intention, Miss Zhang enthusiastically introduced: "as long as you pay around 10 thousand yuan or so, our company can help you register a company in the United Kingdom and the United States.

British companies can complete registration in about 10 days, and American companies will take about a month.

Miss Zhang also said that the procedures for registering foreign companies are very simple. Both the United Kingdom and the United States are registered with virtual capital, provided that their identity cards, passports and company names are provided.

Miss Chang said that many domestic companies looking for their agents were operating in the mainland after they registered a shell company in Europe and the United States.

It is understood that as long as the applicant provides basic information such as address, trademark and other basic information to the intermediary, the registered trademark can be completed abroad.

Obviously, it is a domestic product, but it has become a so-called "import" by registering a trademark abroad, and the price is soaring all the way.

Many so-called international famous brands are entrusted with professional registration companies to register a shell company in Italy and France, so as to get a "birth certificate", so long as they build a factory in the country, introduce some equipment and produce according to a certain standard abroad, they claim to be "original imported".

The production and sales of these enterprises are actually completed in the country, but they carry out publicity in the background.

Why do Chinese enterprises need to be "fake foreign brands"?

"A long-term concern about fake foreign brands pointed out that the pursuit of higher profits is fundamental.

Some manufacturers use the public to blindly pursue the psychology of European and American brands, and adopt various methods to package themselves into legitimate foreign brands, and seek profits from loopholes.

The brand expert said.

When registered trademarks abroad, enterprises often take an overseas name.

Huang Shengmin, Dean of advertising School of Communication University of China, believes that this is mainly related to the consumption habits and concepts of Chinese people.

"The same products have different names and different prices, which has prompted many enterprises to enhance their brand awareness and corporate profits through foreign names."

Huang Shengmin said.

After the relevant formalities are complete, some enterprises will take

Behind the "fake foreign brands": Chongyang mentality and local brand

China is still at the low end of the manufacturing industry chain, and the product has not yet got rid of the image of "low end manufacturing".

Visionary domestic enterprises should face up to the phenomenon of "fake foreign brands" and actively promote their own brand building.

In the context of "made in China" all over the world, why do some domestic enterprises counterfeit "foreign brands"?

In an interview with reporters, lawyer Xu Xinming believed that the reasons for the prevalence of fake foreign brands in China lie in two aspects.

First, some illegal enterprises, in order to save time for brand building, save huge investment in brand building, raise their identity by foreign brands, and earn high profits.

Two, in order to facilitate product sales, enterprises make use of some consumers' psychological selling products that advocate the foreign products in a preconceived way.

The reason why consumers spend several times or even more than ten times the price to buy "foreign brands" is mainly based on the distrust of domestic brands in addition to the general psychology of showing off their wealth.

Wang Kefeng, an intellectual property expert, believes that, on the one hand, some people are not mature in their consumption concept, and they have the consumption psychology of worshipping foreigners.

Some consumers blindly pursue the so-called expensive things. One side thinks that the more expensive things are, the better they ignore the real value of the products themselves. On the other hand, some foreign goods do better in quality and service than domestic products. Compared with the domestic products, domestic consumers prefer international brands.

In addition, regulatory loopholes are also an important reason for the prevalence of "fake foreign brands".

At present, China's laws and regulations on import and export trade are not sound enough, and after some products have made fake exports, they will become high priced and high-grade products.

Experts believe that the prevalence of fake foreign brands reveals that there are still loopholes in China's quality supervision system.

Although many products are of poor quality, they can leave a good impression on the public by the "international reputation" of "foreign brands", which is closely related to the lack of supervision by relevant regulatory departments and the lack of strict enforcement.

But the industry has different views on the practical issue of fake foreign brands.

A brand personage thinks: "the real first-line international brand enters the Chinese market is formistically cumbersome, and the price is too high, the domestic ordinary consumer is very difficult to bear, has hindered the first line international brand to enter.

There is nothing wrong with the brand operated by the domestic company, so long as we seriously do the brand and cultivate the brand, there is no problem.

This represents at least the brand's international determination. "

Lin Yue, a brand expert and chief consultant of Lingyan management consulting, believes that it is not entirely correct to simply accuse consumers of having high regard for foreign brands.

Some illegal enterprises break through the bottom line of morality, and make profits after careful packaging, which is also an important reason for the prevalence of "fake foreign brands".

"I think the key to buying a product is quality and service, and it doesn't matter whether the product comes from abroad or at home.

Now domestic appliance technology is excellent, so my home air conditioners, refrigerators and televisions are all domestic brands.

But I have to consider some products honestly, such as cars, cell phones and so on. I repeatedly compare and finally choose foreign brands.

During the interview, Mr. Li, a surnamed Lee, told the China Enterprise News.