Nearly 20% of the unqualified foreign brands of light luxury textiles should change their minds!

Shanghai Municipal Administration for Industry and Commerce recently issued the results of checks on apparel products, light luxury textiles 130 batches, 23 batches were found to have quality problems, is deemed to have failed, the failure rate was 17.7 %. These light luxury textiles are mostly internationally renowned brands, including Giorgio Armani, Burberry, ETRO, GIVENCHY, and MaxMara.

The so-called light luxury textiles refer to products made by top designers and made with high-quality fabrics. The difference between luxury goods and luxury goods is mainly the price, positioned as medium to high-end, not as expensive as luxury goods. Some people in the industry have also referred to luxury goods as second-tier brands of luxury goods. Whether it is light luxury or second-line, these clothing brands are not as expensive as large luxury brands, but they are also very expensive for ordinary consumers. The average price of the products in this sampling is about 6,000 yuan, of which a military coat of Giorgio Armani has a price of 35,500 yuan. It is not cheap to sell, but nearly 20% of the sample quality is unqualified, and the unqualified items are not only pilling, fiber content is not qualified, but also include pH (pH), color fastness and other safety indicators directly related to human health. .

The "fun" in people's minds has become "what thing", and the difference is really amazing. In fact, not only light luxury goods, even those luxury brands, in recent years in the domestic market have been repeatedly detected quality problems, there are many civil complaints. What Louis Vuitton, Gucci, and Prada have one, which one has not been identified, and which one has not been on the black list of the regulatory authorities? The big names have problems one by one, and the reason is not difficult to find. In China's emerging emerging market, luxury goods have very high profit margins and make money quickly. So luxury brands quickly spread the sales network. The so-called "radish is not washed mud", in the process of expansion, the demand for products is too large for the luxury brands to be weak, it is difficult to supervise the quality of each link. The bigger problem is that some luxury brands are looking for OEMs, either explicitly or implicitly, to open factories to lower-cost sales locations to maximize profits, and in doing so, product quality problems are inevitable.

Regardless of the first-line or second-line, almost all luxury brands entering the Chinese market have gone through a crazy expansion, and at the same time, they have paid a price for this madness without exception. According to Bain's research, after 2009, the luxury goods industry's growth rate in the Chinese market reached a maximum of 35%. From 2008 to 2012, the average annual compound growth rate of domestic luxury consumption reached a staggering 27%. At that time, first-tier cities such as Beishangguangshen and Shenzhen were far from meeting the huge consumer demand. “Going to the town” became an important strategy for many luxury brands, and many brands have therefore developed a vigorous expansion plan. Many of the big names that claim to adhere to the characteristics of "rareness" and "origin" have also violated the original intention and opened a large number of stores in mainland China. Well-known luxury brands such as Louis Vuitton, Burberry, Gucci, and Prada have opened dozens or even hundreds of stores within a few years.

Although in the past two or three years, due to various factors, the expansion of luxury brands has slowed down, and some have already closed stores, but the negative effects of the early rapid expansion have not stopped. We know that opening a store and shipping too much will inevitably violate the scarcity of luxury goods, and the value of the brand will of course be diluted. At present, the development of luxury goods in China, in addition to facing more and more quality and service issues, seems to fall into a paradox: in order to increase visibility and sales, it is necessary to open more stores, a large number of advertising, a large number of shipments However, the more stores are opened, it does not mean that the added value of the brand is higher, but it may cause the high-end consumers to resent and keep them away from the brand. In the eyes of many people, the decline of Louis Vuitton's image in the Chinese market is a testament to the past.

Behind the quick success is the lack of social responsibility. One of its typical characteristics is the indifference to local market and market regulation. Sampling of imported clothing to be out of the question, always a few, such as fiber failure, pH value of failure, color fastness substandard, substandard identification label. One of the reasons for these problems is that these foreign brands do not know enough about the differences between the Chinese market, Chinese standards and foreign standards, or even do not produce according to China's quality standards. A well-known Korean brand clothing has been found to have been repeatedly identified. The survey found that the company has always adhered to the principle of “selling Korean products and supplementing Chinese standards” in China. Like this Korean company, the foreign brands that have had problems have a different degree of indifference to the Chinese market.

The world changes too fast, and Hedong Hexi rotates. Now, the expansion of many foreign brands including luxury brands in China has been obviously weak, and some even began to decline. Their honeymoon period in China has ended, and it is time to change ideas and re-recognize the Chinese market. In the face of China's expanding market and constantly improving the legal system and regulatory system, if foreign brands want to mix well and mix well, at least they can get along, they must abandon the previous logic, not only in product quality, marketing strategy. In addition, we must carry out all aspects of improvement and adjustment in terms of corporate social responsibility and business ethics. The ever-increasing number of negative events has made them realize that China's regulatory standards are not only increasingly strict, but also not written on paper. Once a problem arises, the cost is very heavy.