The Trace Of "Shanzhai"? Fashion Is On The Rise

The word "shanzhai" originates from Cantonese and means "small, small-scale" or even "underground factory". Its main characteristics are imitation, speediness and popularity. Since 2007, with the popularity of shanzhai mobile phones in China, "shanzhai" has gradually penetrated into various fields, and derived into a new cultural phenomenon in public life.

Early so-called“ Shanzhai ”Similar modes: copycat manufacturers determine the products they want to copy, then lock in the popular brands of such products, and finally cheat consumers to buy by imitating the outer packaging and using similar names. In popular terms, it is "near famous brands".

There are many such cases in the domestic clothing market.

S.t. Dupont, a French male luxury brand, has gradually entered the Chinese market since it was acquired by Hong Kong Disheng Group in 1987. It is just the so-called big tree catches the wind. Its resounding brand appeal and huge commercial value make domestic copycat merchants see that it is profitable. As a result, with the emergence of French Dupeng in China, one after another "domestic Dupeng" also appeared.

Today, dozens of enterprises have appeared by searching "Dupeng" on Alibaba website. "Haining Dupont Clothing Co., Ltd. "," Dupeng (Hong Kong) International Co., Ltd. "," Dupeng Louis Clothing Co., Ltd. "," Dupeng Shijia Industrial Co., Ltd. "," Zhejiang Dupeng Clothing Co., Ltd. "... After reviewing the introduction of these companies, most of them did not mention any information related to the French Dupeng brand. However, in the introduction of a few companies that mentioned authorization information, all of them showed that their brands originated in France and were authorized to produce and operate in China. However, it is worth noting that the authorized source brands of these brands are either "French DUPLESSIS" or "French brand NIDDY (Shenzhen Dupont Louis)", which has no connection with the real French s.t. Dupont.

Among them, Zhejiang Dupon Garment Co., Ltd. and American Dupon (Hong Kong) International Co., Ltd. are the most similar to s.t. Dupon in France. On the official website of Zhejiang Dupen Clothing Co., Ltd., the words "Dupont" appeared, and it was indicated that "Dupont is the only enterprise in China authorized by France Dupen Clothing Co., Ltd. to" SIDU "brand". However, after checking the official website of s.t. Dupont in France, no introduction related to "SIDU" was found. At the same time, the logo adopted by the company is "si. dupai", which is obviously different from "s.t. Dupont". The English name of Dupont (Hong Kong) International Co., Ltd. in the United States directly uses the word Dupont, but in the company introduction, there is no mention of the relationship with Dupont in France. {page_break}
 

It is the emergence of these confusing "Dupeng" people that makes it difficult for consumers to find out their ways. In the "Dupeng Bar" of Baidu Post Bar, almost every day someone posts to ask whether the "Dupeng" they bought is the purest, and the answers to the posts are often varied, which makes people even more puzzled.

And many Dupeng have fallen into vicious competition with each other. The price war has been fought from beginning to end, and the battlefield has also been transferred from a large shopping mall to a wholesale market - It is reported that a stall owner shouted "Dupeng jacket 25 yuan" in a wholesale mall near Changchun Railway Station—— Good one luxury goods Cards have been artificially turned into cheap street goods. In 2006, the quality supervision department of a jacket produced by Dupeng found that its PH value was unqualified, which made the brand even worse in consumers' minds.

But now, the real French Dupeng is lost. In 2006, its new CEO Alan Cravey took office and began to focus on brand renaissance. He attaches particular importance to the revitalization of the Chinese market. At present, Dupeng, France has opened 135 franchised stores in many important economic cities in China, 30% of which are directly operated. Moreover, the decoration of the store, the display of the window and the setting of the products have all been greatly improved. All these actions are to restore the "bad impression" that Dupeng left in the minds of Chinese consumers.

If there is still room for France Dupont to save the situation, then VALENTINO, an international fashion brand, will not be so lucky in the development of the Chinese market.

Not long ago, the incident of VALENTINO escaping from the Chinese market was very noisy. It is reported that there are as many as 200 brands with the word "Valentino" in the domestic market at present. Through bloody price wars among these brands, Valentino, which was originally a high-end fashion, has spread all over the streets at a price of tens of yuan. It has dragged "Valentino" from the throne of the world's top luxury brands, falling into the cheap quagmire of middle and low-end brands. These "Li Gui" are rampant and have been sold in the market for a long time, which has caused many negative impacts on consumers. In addition to the media exposure, consumers have no idea what the real Italian Valentino is. Since we don't know, we naturally lose trust in the brand. At this point, it is even more difficult for the authentic VALENTINO to recover its lost ground in the Chinese market.

Of course, there are still many international famous brands suffering from fake brands in the Chinese market, and a limerick circulating in the circle can explain the problem: "There are 'Katan' everywhere, 'foxes' walk all over the mountain;' master 'is stolen,' crocodiles' travel all over the country; 'Jinlilai', worry! Worry! Worry! Worry!"

We should reprimand and stop this low-grade copycat behavior. However, in recent years, the traditional sense of cottage culture has also appeared "evolution", and the category of cottage has gradually expanded.

In the fashion circle, from the appearance of new clothes every season to the dressing of every star, people are more and more loyal to look for the traces of "shanzhai" - whether it is deliberate imitation or unintentional similarity, as long as it is not purely utilitarian plagiarism, it will be dubbed as "shanzhai" with a playful meaning. As a result, "cottage fashion" began to become a non mainstream trend, and began to keep pace with traditional fashion, becoming the focus of attention and discussion. Even, it can be said that "cottage fashion" itself is a very fashionable new behavior.