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Cottage Shoes Are Flooded With Stores. Stores Say Authenticity Is Not A Business Area.

2013/4/11 20:17:00 27

Cottage Shoes Specialty Stores Nike Counterfeiting

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thanks to the popularity of online shopping and the rise of social networking, the popularity of cottage shoes has become an inevitable phenomenon.

Beijing Business Daily reporter survey found that consumers buy cottage shoes, from Consumer Association, industry and commerce, quality inspection to the third party appraisal agency, all official rights protection channels are unable to provide authenticated services.

The lack of identification channels has become a popular brand of LOGO with all kinds of brand names.

On the other hand, it also reflects the embarrassing situation of domestic sports products. While losing its international brand, its original middle and low end customers are also gradually divided into Shanzhai shoes.

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Mr. P, who is keen on online shopping, bought a pair of < a href= "//www.sjfzxm.com/news/index_x.asp" > shoes < /a > through the above link. After the seller promised to check the goods on the counter and he had no reason to refund the seven day, Mr. Wang bought the order.

Three days later, these shoes arrived in Mr. Wang from Guangzhou.

From the shoe box to the shoe details, Mr. Wang can not judge for himself whether it is genuine or not.

He looked at the evaluation records of the purchase of shoes. In the dozens of pages of comments, the quality and shape of shoes were mostly evaluated, and whether the number of authentic reviews was even ranked behind the service attitude, there were comments that were directly imitated by high imitation.

"under normal circumstances, only shoes purchased from the regular channels of brand dealers can be regarded as genuine products, which are sold on Taobao and sold in small stores. The shoes sold in the trunk of the market are basically counterfeit."

Cui Jiancheng (a pseudonym) once worked in a Qingdao representative factory of a foreign sports brand. At present, she runs a foreign trade shoe store, specializing in shoes such as Nike, Adidas and other international first-line sports shoes. He calls them "original single shoes".

According to him, the shoes of all kinds of brands mentioned above can be basically bought in his shop. "This year's new products are also available, but relatively few, and no styles can be taken to the factory with pictures or models."

Cui Jiancheng said, if wholesale, the average price is around 200 yuan.

He told the Beijing Commercial Daily reporters that five franchisees have already developed, "they take the goods from me and go back to increase the price by one hundred or two hundred yuan."

in fact, shoes from brand counters should also be called a question mark.

Mr. Lee, a basketball fan, bought a pair of Nike AIR JORDAN 1 basketball shoes from the Internet, such as the owner's promise that he bought a small ticket for his shoes.

Small ticket shows that the original price of the shoes from a shopping mall in Beijing is 1080 yuan, a discount of 3.6, and the actual price is 388 yuan.

But Mr. Li said that this shoe is a duplicate edition, and its quantity is very small, plus the price is very low, it should not be a genuine product.

Obviously, Mr. Lee has expected this. He told the Beijing Commercial Daily reporter that this shoe is available on the Internet from 99 yuan to more than 1000 yuan.

The Beijing Commercial Daily reporter inquired about the shoes purchased by Mr. Li on Taobao. There were 5397 treasures in total, ranking the top 10 in the sales volume of 140-399 yuan.

then the Beijing Commercial Daily reporter went to the shopping mall to find that there was no shoe purchased by Mr. Lee in the shopping mall, and the staff of the shopping mall also said that the information on cashier and employee card number listed on the small ticket was different from that in the mall, not the small ticket issued by the mall.

Reporters repeatedly called the phone, and no one answered.

There are people in the shopping mall who say that during the downturn of sporting goods industry, consumption is sluggish, but rents and labor costs are rising.

store identification authenticity is not business scope .

Mr. Wang's request for identification of shoes was rejected by Nike store. If he failed to check the goods, he could not prove that the shoes were genuine or not.

in fact, marking "acceptance of counters" has become formalism.

Adidas Sanlitun shop staff clearly told the Beijing Commercial Daily reporter that the franchised store did not authenticated the authenticity, did not accept any form of identification, and no written proof could be issued, and this is not the business content of the exclusive store.

The Beijing Commercial Daily told Adidas customer service department that, as long as it was purchased from unauthorized stores, it was defaults to non genuine products, and all authorized stores, including exclusive stores, large supermarkets and shopping malls, were recorded in Adidas.

In addition, Nike, Vans, Puma and other sports brand stores also said they would not accept inspection.

although brand stores do not identify the products of informal channels, some salesmen will give suggestions.

A Adidas shopper told the Beijing Commercial Daily reporter that the limited price shoes were sold only in straight stores, and their price was around 2000 yuan. The shoes of hundreds of dollars must be fakes.

In addition, experienced buyers said that the new products of Adidas will not be less than 30 percent off, and the Spring Festival will probably be around 50 percent off.

Those shoes with only 100 yuan on the Internet are lower than the original price to 80 percent off or even 90 percent off.

Vans store clerk of Xidan Joy City reveals that under normal circumstances, it will tell consumers some basic knowledge of common sense, but in order to prevent excessive details from falling into the hands of high imitation producers, a lot of identification will not be exposed.

And the owner of the online sale of cottage shoes is well versed in the principle, making use of the "vacuum zone" between consumers who do not have common sense and those who do not have the right to identify.

the organization only performs the performance test and does not make the true and false identification .

after being rejected by the brand counters, as a single consumer individual, it seems impossible to identify the authenticity of buying shoes.

the Beijing Commercial Daily reporter called 12315, and the operator told us that if consumers have disputes, they first need consumers to have invoices and small bills for shopping.

When he buys online, he has no small ticket and no invoice.

Beijing Commercial Daily reporter learned from the Consumer Association, for such things, consumers association can only try to mediate, do not have the right to identify the authenticity of the goods.

After the Beijing Commercial Daily reporter contacted the Beijing Quality Supervision Bureau, the Quality Supervision Bureau said that if consumers have doubts about products, they can communicate with retailers first, and if they fail to communicate, they can entrust businesses to do the testing.

It indicated that its main task is the quality inspection application of the enterprise group, which is generally not open to individuals. At the same time, the city quality supervision bureau emphasizes that the quality, material and performance of the articles should be tested and not detected.

"For example, identification of materials is not cowhide, whether it has waterproof function, but if detection is not cowhide, it does not mean it is not genuine."

according to the investigation by Beijing Commercial Daily reporter, there are 4 inspection stations for clothing shoes and hat products posted on the website of the city quality inspection bureau. Among them, Beijing light industry product quality supervision and inspection station can test footwear, but only for companies not individuals, and only for products that are not listed.

The remaining 3 inspection stations aim only at clothing and not for footwear.

In addition, the largest footwear and shoe testing body in the country, the staff of the national footwear inspection center, told the Beijing daily news that there had never been a precedent for personal detection. Most factories were carrying shoes to make various kinds of project testing to facilitate the display to customers.

In addition, the above staff emphasize that their testing business is aimed at the national standard performance of shoes, such as physical properties, chemical properties, health, safety and hygiene.

in fact, the general consumers are more likely to turn to private channels after being rejected by the exclusive stores.

For example, the forum forums for identifying Shanzhai shoes, the identification videos on the Internet, and so on, while Adidas, Nike and other famous brands have many fans and enthusiasts. They know the products of the brand well, and judge the details of the sale time, type, process and other details of the shoes.

Cui Jiancheng, because he worked in a factory, had a set of theories about the identification of genuine shoes and cottage shoes, but he did not agree that all the non genuine shoes were collectively referred to as "cottage shoes".

In his view, large scale imitation shoes of shoe factories in Putian, Guangzhou and other places can be regarded as Shanzhai shoes, while some consumers who buy Shanzhai shoes want to buy original shoes.

"The original single heel shoes are produced on the same line, the quality is no different, that is, they have not gone through the regular channels."

He told the Beijing Commercial Daily reporter that the price of the original single shoe was only a fraction of the original price, which is also the goal of Taobao customers. "But most of them are not real, because the quantity is very small."

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the cost of counterfeiting counterfeit goods is too high to be cost-effective.

sports brand, Adidas, Nike, Puma occupy a considerable market share, but "tree attracts the wind", brand products are also the most likely to counterfeit.

According to the provisions of the trademark law, the sale of trademarks that are knowingly known as counterfeit registered trademarks, or without the permission of the registered trademark owners, shall be infringing on trademarks of similar commodities or similar commodities which are similar or similar to their registered trademarks.

Before this year's "3 / 15", the Beijing branch of the Pinggu Administration for Industry and Commerce jointly launched counterfeiting operations with Adidas and Nike. The counterfeiting operation has seized a large number of clothes, bags and shoes suspected of infringing "Adidas" and "Nike" logo, involving more than 6 yuan.

Beijing city commerce and Industry Bureau staff told the Beijing Commercial Daily reporter that the sale of counterfeit products in the market is technically known as infringement of the exclusive right to use registered trademarks, which is usually handled by the joint owners and trade unions. Besides confiscation of infringing goods, it also needs to be legally placed.

Liu Xiang, director of public relations at PEAK, told the Beijing Commercial Daily reporter that the prosecution of counterfeit products is the < a href= "//www.sjfzxm.com/news/index_x.asp" > duty < /a > of every staff member of the company's market department. Once discovered, it will directly take legal proceedings.

In addition, according to a former employee working at Lining, the counterfeit brand product actually existed more than ten years ago, but at that time, the brand was relatively small and the concentration was relatively high, and now the high-end products had counterfeit products.

The above personages said that Lining specially set up a crackdown office at that time to clean up counterfeit and shoddy products on the market, and even sent businessmen to prison in serious cases.

although industry and commerce departments and branding parties have been trying to clean up such infringing acts that disrupt market order, the market cottage shoes are still "burning wild fires and producing spring winds".

In the view of CEO, Zhang Qing, a key sports consultancy, most brands take a limited tolerance of this behavior, because cottage shoes have a positive effect on brand awareness and can cultivate potential consumers. "Most of the buyers of Shanzhai shoes are unable to consume genuine shoes, and once they have the financial capability, they will take the initiative to buy genuine shoes at the store."

in addition, Zhang Qing thought, "fake goods are too numerous to fight against counterfeit products, and the cost of striking counterfeit goods is too high".

In 2008, Adidas found that the Beijing material store jade fly bridge sold the same or similar sports shoes with its registered trademark, and said to the court that the Beijing material beauty store infringed on its own trademark right, and demanded compensation for 500 thousand yuan economic loss, and apologized publicly on many papers.

Beijing second intermediate people's Court of the people's court decided to stop the infringement immediately and compensate Adidas's 20 thousand yuan economic losses and take on most of the litigation costs.

"P", who has studied sports products for a long time, told the Beijing Commercial Daily reporter that Brand Company, such as Nike, Adidas and other Brand Company, are very clear about the "a href=" //www.sjfzxm.com/news/index_x.asp "Putian" /a "and other places in the manufacturing industry chain of cottage shoes.

"For the brand side, as long as in their own formal channels do not know the phenomenon of selling fake, does not affect the normal channel sales, it is not too big a problem."

Ma Gang, an observer for shoes and clothing industry, thinks that it is impossible to completely disappear the brand of P, but the brand can make a distinction between the products.

Beijing Business Daily reporter found that the brand has begun to add two-dimensional code on the shoes for anti-counterfeiting.

market cottage shoes eroding local brands < a href= "//www.sjfzxm.com/news/index_x.asp" > share < /a > /strong > /p >

"Putian shoes with low price and excellent quality are in line with domestic consumer demand, especially for price sensitive two or three line cities and urban customer groups. The competitive advantage is obvious."

The two or three tier city is the main battlefield of the domestic sports brand. Under the pressure of Nike and Adidas channel sinking, the potential erosion of its popularity is not to be underestimated.

at present, Lining, Anta, PEAK, China trend, XTEP, 361 degree six big domestic campaign < a href= "//www.sjfzxm.com/news/index_x.asp" > brand < /a > have announced the 2012 performance. Besides the slight rise in net profit of China's trend, the other five companies are also declining.

Among them, the Chinese sports brand leader Lining lost nearly 2 billion yuan, 1821 stores.

In contrast, Adidas's Greater China region grew by 15%, Nike's Greater China orders rose by 4%, and even their counterfeit shoes were in full swing.

"some consumers prefer to buy a pair of international a href=" //www.sjfzxm.com/news/index_x.asp "brand" /a "high imitation shoes are not willing to buy domestic brands.

Cui Jiancheng told the Beijing Commercial Daily reporter.

According to a survey by the Beijing Commercial Daily, a pair of high imitation sneakers costs around 300 yuan, while the same price is at the middle end level of products such as Lining and Anta, but "from the psychological point of view, consumers prefer the products with high cost performance. However, the pursuit of high added value of famous brand products determines the high price and low price performance of the famous brand shoes, while the price of the famous shoe has been balanced in popularity and cost performance."

Zhao Ping, director of Consumer Economics Research Department of the Ministry of Commerce, analyzed.

At the same time, thanks to the perfect industrial chain in the area, the quality of P cottage shoes has become a reason for its everlasting prosperity.

"Shoes, canvas shoes, and other functional and technical shoes, even the quality of cottage shoes is not much different."

A factory worker told the Beijing business daily.

But at present, the cottage shoes do not stay in the simple form of imitation, but also in keeping pace with the times.

It has been reported that Nike's Air max, Zoom and other core technologies have not been upgraded for more than a decade, and factories in Putian and other shoe industry chains can make almost identical shoes.

It can even identify the materials and technology that will be listed on the brand by advertising the brand advertisement, and push the product to the market before the a href= "//www.sjfzxm.com/news/index_x.asp" > new product /a.

in Zhang Qing's view, the potential growth of China's sports market is very large. The pressure faced by local brands mainly comes from itself, one is the relative industry overcapacity, the homogenization of each brand's products is serious, and it can be replaced very strong; on the other hand, the demand of consumers is upgrading, in addition to requiring products to have sports attributes, the requirements for updating the style and updating the shopping experience are also improving.

In the industry's view, the decline in the income of sporting goods companies is caused by the industry's phased business model. The industry is at a stage trough, but before the next growth cycle comes, domestic sports brands should be prepared for product technology research and development and brand promotion.