Brand Tragedy: Behind Valentino'S Fate

Speaking of Italy's famous brand Valentino (Valention, also plated as Valentino), many consumers are really familiar and strange, familiar with the "Valentino" that is constantly appearing in front of us in the busy downtown market. The unfamiliar ones are their 72 identities: Valentino Louis, Valentino, Cooper, Lugano Valentino, Saint Valentino, GV, alliance and so on.

Since 2004, a large number of "Valentino" stores have appeared in all parts of the country.

These storefront products are not only very cheap, but also advertised themselves as "Valentino".

At present, this situation is becoming more and more intense. However, as far as the author is concerned, none of the brands mentioned above has a lineage of Valentino family, or even a farce of "Li Gui" driving away "Li Kui".

Today, Valentino is not just a brand problem, but it is still known as "Montagut", "crocodile", "old man" and other brands. This kind of problem is also offensive and difficult. Therefore, the author conducted in-depth and detailed investigation and understanding, hoping to untie the counterfeit brand name password.

In this case, "Valentino" is the main object.

The mystery of Valentino was unveiled. In 1908, Valentino [VINCENZO VALENTINO] founded Valentino brand in Naples, Italy.

Since then, Valentino has become a popular brand of royalty and celebrities in Italy.

In 1954, the coral sandals designed by Mario Valentino [MRAIO VALENTINO], the second generation successor of the Valentino family, were presented in the famous French fashion magazine VOGUE cover.

The sandals were exhibited in the Swiss shoe museum as a model of industrial design in the twentieth Century.

In 1955, Mario Valentino [MRAIO VALENTINO] launched second historical design products, high heeled sandals [SRILETTO], on the Rome fashion stage.

In 1956, Valentino's third generation of descendants, zhuovanni Valentino, founded the brand-new Valentino brand named "Giovani Valentino".

The brand has built five major monopolization systems in China: leather shoes, leather goods, men's wear, women's wear and underwear.

The membership consumption mode will fully satisfy the needs of all walks of life pursuing quality and taste.

And entered the Chinese market in 1997.

In 1985, Mario Valentino received the special achievement award from the president of Italy, Sandiro Pittini [SANDRO PERTINI], and won the "[CAVALIERE] of the cross knights", the highest honor of the country.

In 1991, Mario passed away. At present, the Valentino family is led by the third generation of Vincenzo Valentino. The Giovani Valentino is his brother.

Born in 1933, Italian Garavani (Valentino Garavani) is a famous fashion designer.

In 1962, he founded the Valentino dress brand, registered another important Valentino brand in Holland, and became famous in Europe.

Valentino Garavani himself is considered to be an elite woman in the senior women's clothing industry.

This brand has become a luxury clothing brand in Italy, especially in the production of high-end women's clothing.

According to the author, there are only 3 brands that are directly related to Valentino Italy worldwide, namely, Mario Valentino, Valentino galvanni and zhuovi Valentino.

In order to make these Valentino brands do not conflict, in 1978, the Valentino family and Valentino Garavani reached an agreement that the two parties would take part in the war. Valentino Garavani had the exclusive right to use Valentino (Valentino) in clothing products. Marie Valentino had the exclusive right to use Valentino in leather shoes and leather products, and when zhuovanni Valentino established the brand, after the agreement came into being, he could not only produce shoes and leather products, but also make clothes, but the product must be named Giovani Valentino (Giovani Valentino).

At the same time, in the Chinese market, only Zhejiang BABEI Group signed an exclusive agency agreement with Valentino Garavani company, by which Valentino's ties and men's wear were sold in China.

Guangzhou Georgia Shoe Co., Ltd. signed an agreement with Mario Valentino to sell its Valentino footwear products exclusively in China.

At the same time, Hongkong Rui Yuan International Limited member Guangzhou Cui Ying Garments Co., Ltd. was authorized by Mr. Giovani Valentino and his wife in Guangzhou in April 21, 2002, and officially authorized it to be the general agent of zhuovanni Valentino underwear series (men's underwear, family wear, bra and socks) in mainland China.

At this point, I think readers should begin to feel as if they were awakening from the dream, and sigh with emotion.

However, all this is just the beginning of tragedy.

In 1987, Italy's senior clothing brand Valentino entered the Chinese market for the first time.

After 17 years, what we see is the "Valentino XX", which makes people look confused and confused. It fills the downtown bustling downtown streets at low price, but hears the news that Italy Valentino will officially withdraw from the Chinese market.

We have an old saying in China: "boat is small and good turn around". From Valentino, we seem to see some philosophical fulfilment. For Valentino, such a large family ship, the internal problems of its hull may be one of the key reasons why the ship can not quickly avoid the oncoming waves.

At present, there are more than 200 brands of counterfeit Valentino brand in China, including dozens or even 100 on leather shoes.

"The reason why Valentino is reluctant to take drastic measures in the Chinese market is largely due to the separation and control of brands within the family. From the above information, we can see that the development of the Valentino family is actually supported by three parts at the present stage, namely, Garavani, Mario and Giovani.

Because of the independent operation of the three party, the use of the brand is taken for granted, but when it comes to brand maintenance, everyone's thoughts are relatively slack and dependent.

In fact, similar to Valentino's family divide and conquer phenomenon is also quite common in Chinese enterprises, such as Hubei's nine birds company, though ultimately not necessarily affect the brand, but the results are heartbreaking, but for Valentino, we can only sigh: family separation, brand pain!

The strategic guiding ideology determines the result that "there are so many people in China and the development of China is really fast". I think these two sentences should be the initial knowledge of many foreign friends to China. In fact, in these simple sentences, we can clearly feel some commercial flavour.

A large number of people, representing a vast market potential, and the speed of development will determine the consumption capacity of Chinese consumers is also rising rapidly.

Of course, it is followed by a boom in business, and Chinese enterprises are developing rapidly to meet the needs of the Chinese people. At the same time, it is also necessary to look abroad in the process. Foreign enterprises are pouring into the country to bring better products and higher consumption to Chinese consumers.

The reason why Valentino failed is a very important reason. We have to pay much attention to it because its brand appeal is great and its market span is wide. Besides China, it has more than 100 countries, and thus causes its strategic importance to the Chinese market.

With the mentality of trying to enter China, this psychology is very wrong under the premise that the Chinese market develops rapidly and realizes the legalization, which makes it lose the opportunity of development in the market.

The understanding of the Chinese market has led to insufficient monitoring of Valentino from the whole process of brand planning, authorized production and marketing network. For a brand with a strong brand appeal, it is easy to leave huge opportunities for some counterfeiters.

OEM, a catalyst for overdraft brands, has become a paradise for foreign famous manufacturers for OEM production because of its cheap labor and lack of competitive brands and independent intellectual property rights.

The fatal weakness of OEM is that the initiative is manipulated in the hands of others: there are many OEM manufacturers that can choose one product, and there is a lot of room for customers to choose and bargain. Enterprises can only continuously sell profits from the processing fee.

With the intensification of competition, many enterprises that rely on the production of famous brand OEM have begun to wake up. They should learn from others' successful experience through OEM and create their own brands.

But the achievement of a brand is by no means an overnight effort. The advantage of "shortcut" is the advantage of "brand name".

While China is becoming the world's factory, the factories that rely on OEM orders also face more traps: one of them is exploited by speculators and become a fake tool in essence.

These Valentino stores all claim to be authorized by Valentino of Italy or Valentino of Hongkong, and the price is very cheap.

All shop doorways are marked with price cuts and discounts. A Valentino trousers can only cost 49 yuan for a pair of trousers, while a shirt costs only 50 yuan.

A salesman told reporters that these are Italy Valentino's subsidiaries, so the name is slightly different.

"But they are all Valentino. The quality is absolutely fine.

But we are made in China, so the price is cheap. "

The reporter then asked several consumers who had already bought Valentino costumes, and they were all attracted by it, and they thought they were buying authentic Valentino clothing.

Some insiders pointed out that the reason why the "near brand" has become a shortcut in the eyes of speculators is mainly the loopholes in the law itself.

Why is the phenomenon of "near brand" becoming more and more serious?

According to industry analysis, with the production technology becoming more and more advanced, the production of counterfeit brand clothing is becoming more and more easy.

It is reported that the profits of imitation brand clothes are amazing. If the cost of a pair of casual pants can be as long as ten yuan, the wholesale price can reach forty or fifty yuan after the label is put on the label, and some can even sell two hundred or three hundred yuan to the dealer.

Huge profits caused many agents and garment factories to take risks. They processed large quantities of counterfeit imported garments, and then distributed them to some clothing wholesalers and shipped them to all parts of the country.

Some famous enterprises suffer hundreds of millions of dollars of market damage every year.

Another reason is that the existing laws and regulations and the enterprise registration system need to be improved.

Because of the borderline nature of the law and the differences between the legal system of Hongkong and the mainland, some lawless people have no fear, and also bring difficulties to law enforcement.

Trademark problem, reduce brand trust, a Chinese Trademark Office of the Ministry of trademark, a gentleman told reporters that Valentino is a well-known trademark, if the prefix or suffix is an approximate trademark, it is difficult for the industry and Commerce Bureau to pass the examination and approval.

However, once these manufacturers apply to the industry and Commerce Bureau, they will be able to use them before they are approved.

The "famous brand" commodity is the time difference.

And Beijing City