Talk about China's brand camouflage and big shortcut

Of tangled "false foreign brand"

"Your" sing the stage "-this is the latest period about the" true and false foreign brand "endless debate the best explanation.

According to the xinhua daily February 13 reported, not long ago had become a hot topic of public furniture brand "Da Vinci", after a series of "fight media", "v. industry and commerce" move, already in 11 fails to pay a fine of 1.3342 million yuan.

Even if the government investigation branch has a decision, but "the Da Vinci" pay a fine move seems to also expressed its compromise attitude, but "the Da Vinci" one party's public statements observation, "Da Vinci" did not, "false foreign brand," said one of the qualitative give positive response.

Similar "Da Vinci" false foreign brand debate, in today's China market can be found everywhere. Along with the network developed, past a problem of businesses are surfacing: one party is consumer think be deceived, one party is the argument against and businessman.

But, "false foreign brand" as a marketing strategy to see, whether to be totally negative? The central television brand consultant, brand strategy LiGuangDou experts in accept "China runs a newspaper (blog, the bo)" reporter interview points out, some publicity as long as is legal laws and regulations, or can understand and accept, consumers don't over explanation.

True and false foreign brand

Beijing a foreign enterprise employee WangXinYu (a pseudonym) was to journalists complain, before she often and colleagues discussed and buying entrance brand clothing. Recently, she found that, he has been favored French brand SKAP belonging to a shenzhen, called "LongHao" clothing enterprise. Miss wang had to search on the Internet and found in baidu in wikipedia explicitly pointed out that "SKAP" is LongHao its famous enterprise, and SOSO ask that, SKAP brand was established in 1863 in France, shenzhen LongHao shoes industry chain Co., LTD. Is the French SKAP features of products "neck tattoo skin" is the sole agent in China of, this enterprise has introduced the design of the French SKAP version to.

Reporter and then go online information search, found in the brand of the previous campaign, had used such as "international well-known brand" "the French brand" "comes from the French" and other words. And now it's website and its taobao mall in the site, in addition to emphasize its French outside chief designer, has gone on "the French brand the statement that". However, the French SKAP and LongHao SKAP under the clear relationship, all can't find out through its website. Reporter once many times on this issue at shenzhen LongHao shoes industry, all did not reply.

Similar to leonardo Da Vinci and SKAP so controversial brand in China today is not in the business of a minority. Generally, the consumer of the mouth there are several false brand classification, not each of the alleged fraud. The first kind is only in the foreign registration "shell" brand. Some enterprise only in the foreign registration a trademark, the products of the production, design, sales are in the domestic, but because under the banner of "entrance", value rising immediately several times.

The second type is registered in China brand, but technology or raw materials in introducing foreign, and fuzzy in the propaganda insists that his foreign descent. This kind of more prone to fraud queries.

And those, it is import brand, it can be divided into two kinds: one kind is pure entrance brand, by foreign companies in foreign registered trademark design and production, and then get ready to import to China sales. The second is authorized by the foreign brands, the domestic enterprise according to the unified regulation processing production, and marketing. This kind of brand of foreign brands there is nothing wrong with that, as long as the marketing process in moderate legitimate, it should not be considered for fraud.

And in the food industry also exists some vague brand identity. Such as the recent popular with media attention "new red zi" milk powder, product since 2006 to enter the Chinese market, its all the products of the company are imported from New Zealand, but in the long-term of marketing, the product was that the New Zealand market is pure brand, and events are critical light, enterprise also carry on a "excessive, false conduct propaganda" the name.

"New red zi" company CEO LiuNing told the China business news reporter said interview, new red by New Zealand native mange AIDS milk powder, local authorized in New Zealand complete packaging production factory, the entire accept New Zealand food safety supervision department of the local regulatory, complete with New Zealand food safety agency about baby formula milk powder food safety standards. In New Zealand complete product packaging production after certificate, the original cans of import to China, in China's entry and exit inspection and quarantine inspection qualified certificate issued by CIQ only after, the products to enter the channel sales, so called the New Zealand imported milk powder and have misgivings.

Throughout a few brands are faced with the problem, in fact all around for "the brand" whether on. And according to the advertisement law of the People's Republic of article 9 of the regulations, in the advertisement of product performance, place of origin, USES, quality, price, manufacturer, useful life, promised to or to the service of the content, the form, quality, price, promised to have said, it shall be clear and understand. Article 4 also clearly stipulates that advertising shall not contain false content, not deceive and mislead consumers.

However, in the actual law enforcement process, some "outside" behavior, for example: the above some leather shoe manufacturers, who used to use "came from Italy" such publicity slogans. But whether this propaganda can is recognized for fraud, but not too good to define, and derived "true and false foreign brand" all kinds of disputes.

All China lawyers association, the professional company law, deputy director of the commission, Beijing ZhongZi law firm partners ZhangXiaoSen when accepting a reporter to interview, says the law in the propaganda enterprise products should be clear product performance, origin, usage, quality, but in propaganda enterprise brand culture, with some such as "from......" Saying, from the law can't tell that its fraud.

A lift back marketing

LiGuangDou told reporters, the businessman in the brand construction process, as long as do not break the law, take the brand of "a car", or special emphasis on his own with the advantages of foreign about some, is an understandable propaganda. For example, "furniture really Germany" this propaganda language, key for insists that his the import of raw materials, in the moral and emotional consumers may not be accepted, but the law have no problem.

And the brand of China industry league secretary general proceedings to reporters, some take YangChe way also can yet be regarded as a kind of the brand construction clever means. "The brand is not only different from other similar products name, it contains the product localization, packaging, and even publicity mode. For example, even if the Chinese people in local Japanese restaurant, also want to try to have the lasting appeal of a Japanese name, decorate a style to also want to turn to in Japanese. Call" loess upper part Japanese cuisine "must not attract customers."

Proceedings thinks, consumer excessive reading "false foreign brand" is a kind of twist, "the brand development, there is a disorder of the stage, the period of the features are: brand manager itself losing strength, lack of laws and regulations, the relevant departments of weak supervision. We should correctly understand the stage, not blindly blame."

However, for some enterprise operator speaking, they should be thinking about how to a foreign brand consumers will be recognized, and if marketing "degree" assurance not well, consumers will produce resistance.

In fact, the businessman first face is domestic brand of Chinese consumers mistrust of the quality problem, its reason beyond say, in this case, consumers will buy the complicity to choose the brand. Secondly, the businessman also face consumer "blindly worshiping foreign things" mentality.

Domestic earlier agency of Shanghai international luxury brands, Norman brand management Co., LTD ZhuXingYi President when accepting a reporter to interview, said: "in China have such a phenomenon, the more high-end brand, more afraid and" China "2 words at relationship." ZhuXingYi in the business of luxury of time, have ever had such difficult: ZhuXingYi company in order to be able to control the acquisition of the supply some European brand, but always hesitated to don't open the brand of Chinese master identity, and after the takeover of the brand is the brand or local brand? ZhuXingYi has not find the way to define.

In addition, the international big corporations, with world famous brand constantly capturing, also squeezed the local brand market. These real foreign brand usually fundstrength abundant, easily through the strong propaganda by consumers. Beijing zhan's general manager of limited company of the Chinese dress him, told reporters today some international group for China quality brand strategy is to try to control purchase, such as a purchase, and in the international market down, in case of China have world influence brand.

"In this case, the local brands has come to life and death moment, only everybody alliance, and get the policy and attention to the fostering living those hard management of local brands continue to survive. Otherwise, the phenomenon of brand will still false flood, and in the consumer market and formed in the vicious cycle."

Lenovo investment Co., LTD, managing director for the red LiGuQing AIDS milk powder that said: "China enterprise, or the Chinese background enterprise, through the capital control or entrust production overseas resources, in the integration of private brand, own formula technology, own procurement and supplier management team, and on the basis of related inspection standards, can meet the domestic supply in upstream resources to which may exists short board. Whether a short time is called" true foreign brand "or" false foreign brand ", as long as the long run to the healthy development of the market is good, is worth propped up."

And LiGuangDou is pointed out that, in the laws and regulations, be more strictly controlled to prevent "false foreign brand" wit and humour, meanwhile, ensure reasonable and clever publicity mode. "With clothing enterprise, for example, can ask the tags on more specific as main raw materials, finished product, and producers of brand belongs. In"