How Is Taobao'S Counterfeit Market Flooding?

Think carefully, and at home

The lack of appropriate regulation is also very relevant.

This year, the fashion industry has constantly heard the news that the brand has stepped up the fight against counterfeiting.

This is the French premium feather brand Moncler.

At the beginning of its Moncler, the main production camps and sleeping bags needed for outdoor camping and professional climbing down garments were gradually pformed after being acquired by Italians more than ten years ago. They changed the traditional bloated appearance of the down jacket, giving more design sense, and entering the fashion industry, with the name of "LV in the down garment industry".

At home, because Faye Wong, Yang Mi and other celebrities and Ma Yun celebrities are often dressed in media and fashion street patrons, Moncler is also gradually recognized by ordinary consumers.

Recently, the company announced that it would use technology to stop counterfeiting from this year.

At the beginning, all Moncler products will be equipped with two-dimensional code, communication chip and other anti-counterfeiting system. Consumers can identify product authenticity by scanning code and get more verification information.

Not only is Moncler, but more and more manufacturers in fashion industry are adopting similar ways to increase product pparency and traceability, hoping to protect consumers and brands themselves.

Before that, Ferragamo also started installing Unforged NFC chips on women's shoes, men's shoes, men's and women's leather goods, bags and women's bags.

In the light of

Moncler, like Ferragamo and LV, has also started a "fierce fight against counterfeiting". The company has reported more than 50 websites registered with the World Intellectual Property Organization (IPR) to counterfeit Moncler products in December 2015, and registered 3 Chinese nationals.

Every time I see the brand, the main battleground of the "fake war" is always embarrassed in China and on the Internet.

According to the world customs organization, counterfeit goods account for 10% of the total volume of Global trade in the fashion industry, and the situation in China is even more serious. According to the wealth Quality Research Institute, the market visibility of luxury goods is more than 6 times that of genuine products.

Careful consideration has a great relationship with the lack of corresponding regulation in the domestic luxury market.

The development of our manufacturing industry has provided natural soil for the production of fake goods; however, the information between buyers and sellers is not equal, consumers have relatively short contact time with the luxury goods industry, and lack of relevant identification knowledge, so that they can take advantage of the counterfeiting business. The price of luxury goods is generally more expensive, and there are attractive profit margins for counterfeiting and selling. These are the reasons for the spread of fake commodities.

Especially after the rise of online shopping, some factors have been further enlarged.

Moreover, there is a big price difference between luxury brands at home and abroad. Apart from outbound travel, many consumers choose to buy products through online sellers or purchase some luxury electric businesses, but most luxury brands do not want to open and authorize them to electricity providers, so this part is also through the form of cooperation with buyers or dealers.

All these have provided the possibility for the sale of fake goods, and even some large business platforms have the behavior of selling and selling.

As consumers, if the luxury goods they bought at high prices are actually fake, the anger can be imagined.

For brands, the existence of a large number of fake sales has greatly affected their sales and brand image.

However, when the problem of counterfeit goods is going to be the main problem, on the one hand, the competent authorities need more regulation and regulation on the market, and the Chinese people need to enhance their awareness of knowledge products protection. On the other hand, while increasing the intensity of counterfeiting, brands should also adjust their sales and channel strategies, gradually reduce the price differences in different markets, and enter a business channel with a more open mind. Consumers can buy reasonable prices of products in formal or official channels, so they will not give false sellers any chance to take advantage of them.