The Truth Behind The Famous Brand With Beautiful Appearance

　 Entering China market Some so-called "big brands" have frequent quality events recently

What is the truth behind the famous brands with beautiful appearance?

The test shows that not only ZARA, an international brand, but also some well-known consumers brand , such as MCM, Gallery virtual label fiber content; The pH content of the sample from G2000 exceeds the standard, which will damage the balance and resistance of the skin; The color fastness of Marlboro Classics, G-STAR, etc. is not up to the standard, which has caused the dye to fall off, so as to pollute the skin of consumers, contaminate other clothes, and bring trouble to consumers. It is understood that although the quality crisis of ZARA has been reported, the sales situation of the stores seems to have not been affected.

Not long ago, a university market There was a scene like this: Ms. Li, the party concerned, said angrily, "I stood there for more than two hours, and the shop guide applied to the store manager. The store manager said that he would ask for instructions again, but he didn't solve it. The clothes bought for more than 2000 yuan were only worn once, and such a large brand would still have such quality problems, which was very annoying." The clothes on the rack were the same clothes bought by Ms. Li, The tag says "qualified products".

The unqualified product quality is first the problem of raw materials. A design director of a clothing enterprise told the reporter that most brands have their own purchase department to select materials. However, because the style and color of clothes are important factors that affect consumers' purchase, some purchases only focus on the shape and color of the cloth, ignoring the quality of the cloth, which will cause problems when purchasing.

Another case is that the manufacturer "adulterates" the quality and composition, for example, the nominal cotton content on the clothing order is 75%, but the finished products provided by the manufacturer may be only 60% in the actual measurement, which is caused by the reduction of cotton content in the production process of the businessmen with the priority of profit.

The mall does not strictly control the quality of the products of the brands settled. A clothing manufacturer revealed to the author: "For example, before entering the shopping mall, some goods will be spot checked, but the shopping mall does not check all goods. Therefore, the inspection report shows that only a few dozen of the qualified goods in a batch may be qualified."

"Many clothes are graded by the dealers or store managers in the provinces and cities. For example, women's clothes of our famous brand are of first class and some are qualified in the big malls in Zhengzhou, but in the market counters in the cities and cities, all of them are qualified. This is the trade rule," said Xiao Yu, the store manager of a department store in Zhengzhou.

A brand director said: "First class and qualified products are sold in the Chinese market, and there is no regional difference in urban sales. As for the big brand clothing of first class in Zhengzhou market, it is difficult to see it because the dealers did not choose first class when purchasing."

China is one of the processing bases of these luxury brands. In fact, almost all developing countries in Asia are listed as processing regions of luxury clothing. Luxury brands' requirements for processing are not just as simple as producing a set of ready to wear clothes in China. The processing of embroidery is naturally in China, and the cotton front and back may be processed in Malaysia... These processed clothes will return to Hong Kong, where they will be assembled into ready to wear clothes and then transported to fashion centers such as Italy, France or Spain. For those who are familiar with the operation of clothing, this is an open secret.

Are ready-made garments produced in China or other countries and regions sure to be sent back to the headquarters? Because of the high cost of transportation and tariff, theoretically, products produced in the world should be sent back to the headquarters for inspection before being sent to all regions, but it is not feasible in operation. Of course, these ready-made clothes that have not returned to the headquarters should not have the "quality certificate" issued by the headquarters. In fact, some luxury brands prefer fashion brands, or can also be called "luxury upstarts", which are themselves second tier brands.

"Some first-line brands, in order to avoid being known that they have manufacturing plants in China or other developing countries in Asia, will even find some processing plants in remote locations to contract. Some family workshop type processing plants even do not know the local people." Xiaoyu said that this has been an "open secret" in the industry.

It is understood that according to the deviation of the appearance and internal quality inspection results from the standard value, the national clothing standards or industry clothing standards divide clothing into three grades: superior, first class, and qualified. Among them, the quality of superior products is the best, followed by first class, and qualified products mean that the clothing meets the minimum requirements of the clothing standards for various indicators. According to the analysis of industry insiders, because Beijing, Shanghai and other first tier cities have strict requirements for large brand clothing to enter stores, and also have high requirements for clothing quality, there are more high-quality and first-class clothing. In some second tier cities, many retailers take the opportunity to sell qualified products because the stores where brands enter are not strictly guarded.

In the process of consumption, consumers should establish a correct consumption concept, not only focusing on the brand, but also on the quality after the brand. Not all famous brand goods must have the quality of first class goods, not all clothes marked with the price of first class goods are first class goods, and not all high price goods must be worth the money, and high price goods may also have a false name.

Now, it is not surprising that the "top" has stepped down from the "altar" due to the "OEM+OEM" everywhere. As early as June 2008, Zhejiang industry and commerce law enforcement officials selected three handbags being sold in LV Hangzhou store. The test report showed that none of the leather items of the three handbags sent for inspection had a "ID" sign, so they were unqualified products.

As early as June 2008, Shanghai Administration for Industry and Commerce in Liu In the Jo brand clothing store, the inspectors found that most of the clothes had only English logos, and the salesperson argued that this was to highlight its international brand effect. The logo of Armani clothing is also ambiguous. For example, the label of an Armani women's underwear only vaguely indicates the word "fiber". Consumers can't figure out whether this "fiber" refers to cotton, wool, silk or chemical fiber. In addition, the inconsistency between the Chinese and English component descriptions of the clothing logo has also become an important reason for the unqualified quality of Armani.

The insiders believe that the frequent production of quality gates has something to do with the uncontrolled cost control of many enterprises. The global financial crisis in 2008 made all major enterprises feel great pressure to survive, and enterprises had to adopt cost cutting methods to maintain operations. Especially in automobiles, household appliances IT、 In clothing and other product fields closely related to consumers, the competition is more intense. In order to occupy a larger market share and maximize profits, many international brands in these fields try to minimize costs in product production, marketing, after-sales service and other links. However, how to use the cost reduction strategy to help survival and development is also a very complex problem. If properly used, it can save the enterprise when it is about to collapse. On the contrary, it can put the enterprise in a dangerous situation of survival or destruction. "Quality gate" is the best example of the latter.

This collective outbreak of quality and service problems has also sounded an alarm bell for the world's top brands, and it is also a reminder for China's garment enterprises. If these top brands are willing to admit their shame and be brave, they can take timely actions to maximize the recovery of losses for consumers, and investigate the root causes of problems, then corporate responsibility can be truly reflected. It is not impossible to reshape the quality and regain the favor of users. The key is to see whether they have such determination and integrity.