Counterfeit goods disturbed the market price Home textile was the core market "Lee"

Recently, when we asked about the most troublesome business, many entrepreneurs spontaneously talked about counterfeit products in the home textile market. This is a cliché, but it is always like the worst illnesses and lingering. The new feature of the old problem is that counterfeit products are more authentic and difficult to discern, which makes people feel more sad when they listen.

Counterfeits disturbed market prices When interviewing Sun Fengqin, Chairman of Inner Mongolia Xinlong Cold-proof Products Factory, she said to us more than 70 years ago: “Counterfeit products have seriously affected the cashmere quilt market.” Cashmere is characterized by breathability, gentleness, and warmth. Very helpful for sleep. “Most of the raw materials used for real cashmere should be produced in Inner Mongolia, especially cashmere, because Inner Mongolia’s cashmere production accounts for 60% of the world’s production. In addition, the price of cashmere is very expensive, and the raw material alone reaches 950,000. ~ 116 million yuan / ton." Sun Fengqin said.

The reporter calculated an account, according to the price of cashmere is 1 million yuan / ton, a bed of 2 meters by 2.3 meters of double cashmere quilt weight of 2000 grams, one ton of raw materials can produce up to 500 products, that is, It said that investing 1 million yuan can produce 500 standard size cashmere quilts, so the raw material price per bed is at least 2,000 yuan. “I visited a lot of places and saw that in some markets, self-contained stuffing is a cashmere quilt for less than $1,000. It is impossible to buy real cashmere quilts at this price.” Sun Fengqin said, “This is even the cost Not enough. Moreover, the origin of these products is not Inner Mongolia, and even the South. If so, then the cost of the manufacturer should be higher, because it needs to use more manpower and material resources to purchase raw materials."

“We can’t get into the markets of some second- and third-tier cities because the market is not big, and it is full of fake and shoddy products with low prices. It is also selling cashmere quilts. Our products are several times more expensive than others’ products. Consumers will certainly not accept it. Few people will think about why consumers do not understand the inside story, so it is easy to be deceived."

Wang Wenyi, Chairman of Silkworm Empress, also put forward the same point of view. Counterfeit goods seriously disrupted the market price system. “The silk market is more 'Li Gui' than 'Li Wei', especially in the field of group purchase.” Wang Wenyi reveals a little helplessness. Group purchase is one of the important sales channels for silkworm empresses. Due to large sales volume and wide spread, many businesses are trying to seize this market. However, in order to keep the prices down, some producers are favored by buyers and are not hesitating to shoddy or add other fibers to the silk. Since the core is not visible, many buyers are not aware of it and only decide on the purchase price. Wang Wenyi said: "The worst thing is that counterfeit products and shoddy products will make consumers mistakenly believe that the price of the product itself is not high, but it is unacceptable for the price of the real product. This is true for silk products. Businesses are very influential and very unfair.” Indeed, many businesses that really do branding need to spend more time, energy and financial resources to solve this problem, carry out market training, change the concept of consumers, and dispel their doubts.

The real goods discount difficult pressure is not willing to buy counterfeit products, but consumers often fall into the low price trap when buying, but if simply to avoid the purchase of fakes, and blindly choose the highest price product is not realistic Not all consumers can afford it. The price/performance ratio becomes the criteria for buying products. What kind of product cost-effective? Consumers have their own calculations in mind. "I buy products that are discounted by big brands. Big brands have guarantees. Discounted products are not as expensive as small ones." "I will buy at discounted prices in shopping malls. Major brands will participate in activities. I will shop around to see who owns the family. More discounts.” This is a shopping experience that some consumers share with reporters. Discounts are the frustration of brands that have been plagued by fakes.

“Now do not discount the home textile brand is rare, if not discount consumers do not buy, not to mention the mall does not allow this to happen, the business must be discounted.” Wang Wenyi said, “To be honest, after the sale price after discount Unsatisfactory, manufacturers and agents are unable to meet their own interests, so many brands have to first raise the price and then discount, and some businesses have therefore gone to another way - shoddy. "Originally Being discounted by fake goods, but unable to withstand the pressure, it also embarked on a false road. The price of raw materials is still rising, while the price increase of end products has not been able to increase as much as raw materials, and it is difficult for consumers to accept home textile products that are not discounted. This directly leads to a reduction in the profit margins of businesses and sees more profits. The fewer companies, the production companies have no solution. This dilemma can be understood, but we must not tolerate rampant fakes, because it will only make truly good products less competitive, and the entire market will become more chaotic and fall into a more serious vicious circle.

It is not true that technologically advanced products can provide better solutions. If you want to highlight the issues, you can speak with technology. It is commonplace to increase brand influence, and some brands have also raised their own objections: “The brand history is too short, and it is too difficult to attract consumers with brand culture.” Among the world brands, there is a hundred-year history and high quality like Hermès. Conquering consumers also has something like Microsoft that does not have a long history and wins with technology.

Inner Mongolia Xinlong was originally an ordinary cold-proof product factory invested by several retired veteran cadres, but now it has become a company that produces top-grade cashmere and camel-hair quilts. It is learned that the company still needs to find partners to make Xinlong even bigger. Stronger. Why do you want to make your brand bigger? How did the company come to this day? For these two issues, Sun Fengqin, who was over seventy years of age, replied very well: "We haven't thought about how many old people we have to accomplish. We are the support of repeat customers and the encouragement of investors. Let us go today. Many people say that it is a pity that we do not do great things because our patented inner tube technology has a history of 20 years, and it should be the only patent for inner tubes in the country, and what I want is to provide consumers with the best products."

The patented technology that was originally developed for the production of better products did not expect to become the best weapon against co-counterfeiting products and the largest capital for cooperation negotiations. It is the invention patent of the flake that is called “a production method of fluff batting machine” that allows Xinlong to assure the consumers: “Our core can be used for 30 years.” This technology can clean the raw materials more cleanly. , And to ensure that the cleaning process is pollution-free, through the treatment of far-infrared light waves, so that the inner tube is easier to shape, to avoid the easy to run, easy to bad problems. Although the production cost is high, Sun Fengqin said: "I am willing to even slow down the development of enterprises, I just want to do a really good product."

The 30-year guarantee is that counterfeit products cannot do it. The market and time are the best ways to test the products. Enterprises should also help consumers identify genuine and fake products while improving themselves. Even if the difficulties are even greater, "Li Yu" can finally defeat the "Li Gui."