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Is LV A Qualified Product?

2011/3/15 9:25:00 59

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Is it a qualified product? This problem has caused a lot of trouble.

Taking advantage of a chance to lecture at Zhejiang University, I learned the whole story:

According to China's product standards, the package must be matched with a label to indicate the material composition of the product.

But at the beginning, LV refused to accept the punishment of Zhejiang industrial and commercial bureau, and turned off Hangzhou's stores to protest.

In the end, LV executives changed their attitude and accepted the punishment in Zhejiang provincial industry and Commerce Bureau. The next is the public apology we know about LV.

There is no doubt that the Zhejiang provincial industry and Commerce Bureau's legal judgement on the identification of LV disqualification is based on Chinese product standards.

Why is LV reluctant to hang up that little sign? Is it really because of international practice? It is understood that the reason why China has asked to tag is precisely because consumers have been unable to distinguish the so-called genuine leather, the first layer of leather, the two layer of leather, the duplicate leather and the artificial leather for a long time.

Most of LV's bags are not genuine leather. Hanging on that sign is the same thing: I am artificial leather.

With this storm, will LV lose its sales and never recover from it? According to past experience, things will never develop this way.

In the first place, consumers are willing to queue up and fill in the form for LV at a price of several times.

brand

It is a symbol of identity, emotional satisfaction, as to whether it is genuine leather or not.

Even if the leather is not made, it can't stop.

Celebrities

Shu Yuan's enthusiasm for purchasing.

Just like SWAROVSKI, its high value comes from the value, display, design and fashion sense of the brand, rather than the value of artificial crystal or glass.

Secondly, as the Sudan red incident, the big bang incident and Haagen Dazs small workshop did not let KFC, Mercedes Benz and Haagen Dazs fall down, the big brands always expressed strong brand resilience.

The reason is that the brand has a deep foundation, the public relations ability of crisis management is strong, and the strength of self repair mechanism is strong, so it is often described as "cat has nine lives".

By contrast, there are still too many gaps to be made for Chinese brands.

According to a latest survey from abroad, if Chinese people find their luxury goods printed with "MADE IN CHINA", more than 80% will feel "reduced in sense of value".

In this way, no sign can be seen, but no brand is really impossible.

If Chinese enterprises want to have a firm foothold in the fierce market, they must have a sense of brand building.