Recently, "

The news that came to China to fight against counterfeiting was not only small, but the aftermath continued to shake.

The story goes like this: in July 2010, the Foreign Trade Commission under the Ministry of economic development of Italy established the office of intellectual property in Beijing. After 1 years of collecting and investigating, the office found more than 60 counterfeit Italy brand enterprises in the Chinese market.

Recently, the Intellectual Property Department of the Italy Foreign Trade Commission has submitted 3 batch of 30 fake Italy brand cases to the State Intellectual Property Office of China, covering various industries such as luggage and leather goods, clothing and home textiles, automotive supplies, furniture and building materials.

Among them,

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(BOSNIA) some of the familiar brands are on the list, and the Chinese are in an uproar.

A shoe and garment industry personage said to the author: "many shoes and clothing brand is actually run by domestic clothing enterprises, and its production and sales channels are entirely domestic.

A company with some strength will also register a trademark in Hongkong or abroad. If it does not, it will have a foreign name, which is an open secret in the circle.

As a matter of fact, I found some websites of shoe and garment enterprises in Shishi found that their brands "from Italy", "from France" and "from the United States" are not few. It is precisely what experts have identified as "fabricating brand history, which belongs to invisible fraud".

Why do we have to "come from Italy"? One view is: "compared to women's clothing that changes too fast, the characteristics of Shishi business men's clothing are heavier quality and longer cycle. If you don't claim to be a Italy or French brand, you can't sell it at all."

Is this really true? Not at all! Let's look at seven wolves, nine herd kings, Jin Ba, Li Lang, Qipai, Anta, Fu Fu bird......

Their names are very "Earth", but they do not prevent them from becoming the kings of the market.

In order to create brand, clothing enterprises must improve their added value in the end. They can not win the market merely by taking an overseas name. They must work hard in fashion design and product development to make their own characteristics.

In the past, the footwear industry was a labor-intensive industry.

At that time, people in China were generally in the mood of Chongyang, and the brand seemed to be able to understand consumer psychology. Nowadays, the footwear industry should become a high value-added fashion industry.

We are experiencing the pains of pformation and upgrading, and the psychology of Chongyang is much lighter than that of the past.

Otherwise, we will not only get rid of the suspicion of "invisible fraud", but also leave uneasy and ill judged injuries.