Foreign Brand "Feign" Brand

The list of disqualified foods and cosmetics released by the AQSIQ at the end of April showed that 209 batches of products were not qualified. There were many kinds of imported foods, including some famous brands including "Evian" natural mineral water, "Quaker" fast cooked oatmeal, and "Hi Bao" brand baby food.

High priced imported make-up water is actually only water, but some products are "sixty times more expensive than gasoline", of which four famous brands of Evian, Avene, Li Quan and Vichy are directly named.

43 batch of Shanghai sampling garments failed, ZARA.

The list is famous.

These include pH exceeding the standard, unqualified color fastness, defective slip, unqualified fiber content, and unstandard product identification.

Evian natural mineral water imported from France is found to be exceeding the standard of nitrite.

Experts say nitrite exceeding standard will increase the risk of cancer.

First, in the eyes of many people, "import" and "foreign goods" are all the guarantee of quality. The blind pursuit of Chinese consumers has become one of the reasons why foreign brands relax management and reduce quality.

Second, some

After entering China, they gradually step onto the localization line, and even manage their Chinese companies with two standards at home and abroad. There are many loopholes in the production and marketing links. For example, the "double standard" stems from the fact that some industry standards in China are lower than those in developed countries such as Europe, America, Japan and other developed countries.

Third, some government regulators are overly superstitious about foreign brands, and even give their "Chao Guomin treatment" in an upward looking manner. They often offer preferential treatment such as three years exemption from inspection, five years of tax exemption, special passages, green mechanism, and so on, and relax supervision over their products.

Foreign enterprises are also "businessmen", whose purpose is to maximize profits. In order to reduce costs, enterprises that lack rigid supervision such as supervision and punishment mechanism may not actively fulfill their social responsibilities. This will inevitably lead to quality and safety problems.

In the eyes of many consumers in our country, foreign brands are synonymous with "high quality".

However, some foreign brands have been exposed to various quality problems. Many enterprises show their disregard for consumers' rights and interests after sale, which seriously damages the brand image of these enterprises.

Market analysts pointed out that, in the Chinese market increasingly valued by multinational companies, no matter how high the brand awareness of the enterprise is, if the product quality is neglected in the expansion, lack of integrity will lose heart. The primary problem facing the foreign brands is how to improve the product quality and after-sales service level.

We call for rational consumption, but we still can not stop the speed of international first-line brands in China.

The story of foreign brands will continue to be staged on the big stage of China. The increasingly mature Chinese consumers have shifted from the initial blind worship to the rational choice.

Quality and integrity are the magic weapon for the survival and development of enterprises. If we lose them, the brand myth of enterprises will no longer exist.

In this way, foreign brands also go down from the altar.