Why foreign brands so "cow"?

In the summer of this year, with the oil spill in the Bohai Sea, elevators, furniture, soy milk, oil, bone soup, and “Hamburg Exposure” and “Stag Beetle Wings” have come out one after another, with ConocoPhillips, Otis, and KFC. Multinational corporations and foreign brands represented by McDonald's and Ajisen Ramen suffered an unprecedented public relations crisis in the Chinese market.

The reaction of these foreign brands has been stimulating: delays, neglects, shirking responsibilities, and arguing by East Lacy have made it difficult for domestic consumers to be satisfied. People can not help but ask: can the foreign brands in the Chinese market be such a "cattle"?

From brand loyalty to brand superstition

In Louis Vuitton's Beijing flagship store, a canvas bag was sold for nearly 10,000 yuan, but people often waited in line at the entrance, and the full face of the customers appeared to have the word "value for money."

In the local brand store of Louis Vuitton's high-end shopping mall, he repeatedly heard such questions. "On this point, the foreign brands will sell for a thousand dollars. Isn't this money grabbing?" At this time, people can't help but cry out for Chinese brands: the same consumers, why treat local brands and treat foreign brands so different attitude! When China’s luxury goods consumption has leapt to the second place in the world, why did the Chinese brand fail to get a share? Chinese goods only sell "cabbage price"?

Liu Junhai, vice chairman of the China Consumers Association and professor at Renmin University of China, said that many foreign companies’ foreign brand products have always been high-end products with high expectations, high trust, and high subjective acceptance among many consumers. In these products, consumers are objectively willing to accept higher premiums than domestic products of the same type. This is because consumers think that foreign brands have higher social responsibility, better product quality, and more than domestic brands. Strict standards. This time, a number of foreign brand products have encountered problems in succession, indicating that consumers are paying higher premiums for foreign branded products or services, and they do not get the same high quality products and services. This is worth paying attention and worth thinking about. Worthy of caution.

Some domestic goods are also difficult to prevent the proliferation of foreign goods

According to a report issued by the General Administration of Customs this year, more than 80% of domestic consumers believe that the quality of foreign milk powder is better than that of domestic milk powder. Most consumers choose to purchase domestically produced imported milk powder or purchase online foreign milk powder through online shopping. . After the “melamine” incident, domestic consumers became more reliant on foreign milk powder, and the substitutability of high-end dairy products declined, resulting in a more irreconcilable market position for foreign milk powder and a further reduction in the domestic dairy product market share. As a result, the current foreign milk powder has monopolized the first-tier cities. Mead Johnson, Nestle, Wyeth and other foreign brands have occupied more than 80% of the domestic market for high-end infant formula milk powder.

Competition is an important means to guarantee the quality of commodities. In the highly competitive market of similar products, the merchants will take the initiative to strictly control the quality of the products, but for those foreign brands that already constitute a monopoly in the industry, there is no competition constraint, and the company is likely to relax the self-regulation requirements and lead to a decline in product quality. There is nothing to fear.

In fact, in addition to the dairy industry, there are monopolies of foreign foreign brands in the fields of daily chemicals, food, fast food, edible oil, automobiles, and household appliances that are closely related to ordinary consumers. The control of the market has enabled the foreign brands to have greater processing space and smaller competitive pressures in the face of quality and service problems, and has also contributed to their strong attitude toward consumer queries.

Driven by huge profits, foreign brands are ridiculous

Da Vinci's original appearance of furniture has been revealed, European Code flooring, Schenk powder, French synbiotics, American camel shoes, California beef noodles and other counterfeit goods have also been exposed, but there are many fake foreign brands hidden who do not know , And why should those domestic products "hangyangtou"?

Yao Liangsong, president of the cabinet committee of the Furniture Industry Decoration Association of the National Federation of Industry and Commerce, and the Executive Chairman of the Closet Professional Committee, said that the "Da Vinci Furniture Fraud" fully exposed some unscrupulous companies in the industry to squander huge profits and completely ignored the rights of consumers. The act of deceiving consumers also allows consumers to more clearly recognize the existence of certain traps in the home industry and begin to rationally consume them, value quality instead of placing too much emphasis on “foreign brands”.

Survey shows that nearly 90% of netizens believe that KFC’s apology was forced by public pressure but not sincere. All along, KFC has appeared in front of consumers with a healthy and socially responsible image. The recent emergence of "soya milk" and "quality doors" has pushed KFC into the spotlight of public opinion. An industry official said that it is no exaggeration to say that it is China that raised the brand of KFC. But now, it is this place that allows KFC to scold the restaurants and rivers. However, KFC has to endure the food quality and safety issues of KFC. There was a "Sudan Red Incident" in 2005, followed by "Soybean Milk Door" and "Quality Door." KFC needs reflection.

Otis elevator accidents are also being fermented and upgraded. Following the successive emergence of security conditions in Guangzhou, Shanghai, and Nanjing, the 340 Otis 513MPE elevators were all suspended in Shenzhen Metro, and the AQSIQ Special Equipment Safety Supervision Bureau The escalators in various places are even started to be investigated. If the hidden dangers are not eliminated as required, they will be ordered to be deactivated and handled strictly. The same is the "foreign brand", Otis elevators and Da Vinci homes have basically committed the same problem, blindly starting from the cost, or reduce the quality standards or confusion concept.

Regulating foreign brands requires the joint efforts of the people

It is understood that European countries such as Italy have very strict supervision over their origins. Even the top luxury brands such as GUCCI and LV are manufactured by the Dongguan foundry and sold in Italy and other European markets. They are clearly marked "MADEINCHINA".

On the other hand, there are many imported brands in the country, and various brands have entered the Chinese market in various ways. There are various methods such as the establishment of specialty stores, independent stores and authorized agents. Only a few agents are willing to sign agency agreements with foreign manufacturers, and legally obtaining the agency rights of imported brands through formal channels, especially the first-level agency rights is not easy.

According to industry insiders, under the current circumstances of economic globalization, processing trade and OEM have become the norm in international trade and manufacturing. There is nothing wrong with the global layout of enterprises in order to reduce production and circulation costs, but the entire production process must be open and transparent. The real importer has two things that can be provided: one is to prove the origin of the product, or to change the nature of production in a country's "certificate of origin"; the second is to comply with the standard price tag.

As a result, experts pointed out that although the “false foreign brands” are unethical or illegal deceptions used by some businesses for the purpose of making profits, they reveal that there are still many loopholes in our regulatory system. The import of furniture must pass through customs, such as industry and commerce, quality inspection, customs, etc. In fact, due to the supervision of imported furniture involving multiple departments, each department implements sub-supervision, and there will be a phenomenon that the supervisory departments are going their own way.

People in the legal profession also pointed out that the fundamental reason for the proliferation of fake foreign goods lies in the flaws in the legal mechanisms of market supervision and penalties for non-compliance, weak legal constraints, lack of supervision, and poor penalties that lead companies to try their best. For instance, the “Consumer Protection Law” and other stipulations on illicit acts are not clear or ambiguous, or penalties are lighter, and some do not even punish punishments, which objectively leads to a lower cost of violations by companies.