Foreign Supermarket Goods Turn Luxuriant To Domestic Luxury Goods.

The 700 to 1000 yuan Levi 's jeans sell only 30 to 40 dollars in the US, and 200 yuan and 80 yuan of Haagen Dazs ice cream, which is worth less than 10 yuan when they discount in American supermarkets.

LV (Louis Weedon), GUCCI (GUCCI), LANCOME (Lancome) and other foreign brands are highly sought after in China. Even foreign second-line brands such as Levi s (Levi's) and CLINIQUE (Clinique) have experienced a gorgeous turn in China, changing from "civilian" to "aristocrat".

However, the recent brand events of foreign brands remind consumers that the "high quality" of foreign brands is not static, and there is no need to blindly choose foreign brands.

Second tier foreign brands become "aristocrats"

Xiao Lin, who has just returned from studying in the United States, can not understand the scene of long queues in front of the Haagen Dazs shop.

"A cup of ice cream needs more than 80 yuan, and even queues up!" Xiao Lin puzzled. "In the United States, Haagen Dazs is a very popular brand, basically sold in supermarkets, when the discount time is less than RMB 10 yuan, and the normal price is less than 30 yuan."

Now, as long as it is

"Like Haagen Dazs, two or three foreign brands to the forefront of the domestic situation is not uncommon."

Mr. Hou, who has worked in New York for 2 years, is very concerned about the domestic and foreign commodity markets. He told reporters: "in cosmetics,

For example, Levi, s, is the first place in China.

Hou said, cosmetics brand CLINIQUE (Clinique), CLARINS (CLARINS), in the United States market positioning is the middle end consumers, and in the domestic are basically positioned in the high-end, the price is naturally higher than the United States.

For example, domestic counters sell four hundred or five hundred yuan Clinique lotion, the price in the United States equivalent to about 100 yuan.

Psychology of blind worship of the ocean

An important reason for the popularity of second tier foreign brands in China is that foreign brands have left a good impression on the minds of Chinese consumers.

Wang Xinxin, Professor of brand research center, School of business management, Shanghai University of Finance and Economics, said: "the early foreign brands have been very successful in guaranteeing quality, which laid a good foundation for the second tier foreign brands to enter the Chinese consumer market."

Of course, foreign brands have been well received in China. Besides quality, they are also closely related to the immature social consumption mentality.

Jing Linbo, deputy director of the Institute of Finance and trade of the Chinese Academy of Social Sciences, believes that the two or three line of foreign brands leaps to the forefront of the brand, mainly because of the mentality of our consumers blindly worshipping the ocean. Some consumers are too fond of fashion. They think imported goods are of good quality and take foreign brands as synonymous with high quality.

Wang Xinxin believes that when foreign brands are being sold in China, they usually deliberately cater to this kind of worshipping mentality, and incorporate special cultural elements into their products, thereby raising their value.

Foreign goods also have quality problems.

Recently, foreign brands have been exposed to exaggerated and false propaganda, which has attracted the attention of Chinese consumers.

The quality problem of foreign brands has aroused strong dissatisfaction among consumers.

The Guangzhou industrial and Commercial Bureau commissioned a testing organization recently found that some of the foreign brands were unqualified, involving many famous brands such as PLAYBOY, H&M, VERO MODA and so on.

In response to the successive quality problems of foreign brands, Jing Linbo said: "first of all, this shows foreign brands' disregard for Chinese consumers' rights and interests."

He believes that at present, the supervision department's punishment for illegal activities is not enough enough, so that some foreign brands are bold enough to test the law. "In the developed countries, they are absolutely not allowed to go ahead."

Coupled with the mindset of consumers, some foreign brands have relaxed their quality management.

"It can be said that the Chinese market has used some foreign brands as an unruly" bad boy ".

He suggested that the psychology of domestic consumers should be gradually mature. When choosing products, they should not be superstitious about foreign brands, and do not blindly believe that foreign countries are good. They should take quality as the criterion.