The dilemma behind the hot selling of "week socks"

The same is a pair of socks, the general profit is only 20%, and after attaching the label of the week socks, the added value of the product can be increased to 200%.

Recently, the creative brand of "Week Socks" has been selling well in major domestic networks, and its online shopping income has exceeded 30 million yuan in only half a year.

However, when the "week of socks" is selling well, various week socks appear suddenly on the Internet, and the quality is uneven, and the price is disordered. The proliferation of “Lee Ghost” has caused this company with global brand rights to be extremely distressed.

Creative brands come to the fore. Zhou Quanfeng is the founder of Zhejiang Billion Garments Co., Ltd., and, like many stocking enterprises in Datang Town, was also a former brand for foreign brands. In 2001, Zhou Quanfeng went to the US to inspect the market. In a large supermarket, see To the socks produced in his own factory. Zhou Quanfeng was very proud to see his product selling. However, every pair of $8 price made him very annoyed: the same socks, labeled with foreign famous trademarks, were terribly profitable, and they only earned a meager processing fee. This makes Zhou Quanfeng aware of the importance of the brand.

Labor costs rose rapidly, the exchange rate once fell, and the profit margin for foreign trade OEM processing is minimal. How to break through? How to upgrade? After the United States returned Zhou Quanfeng thought about the same question every day.

"Week culture itself is a global culture. No one in the country knows the week. Our English brand is WEEKLY SOCKS. So he is suitable for a global strategy. He has compiled socks with seven to seven figures, seven days a week, and a pair of socks every day. Become a good health habits." Zhou Quanfeng said that the original idea of ​​the week socks from the pursuit of high quality of life, so that good habits change people's lives. Since the first week of socks was launched in Paris, France, it has been increasingly recommended by fashionistas and academia celebrities. Weekly socks have become synonymous with fashion, quality, health, and good habits. They have become popular all over the world in just a few years.

In 2003, the “Week Socks” brand was successfully registered in the United States. In the following years, Zhejiang Shibang Clothing Co., Ltd. successfully registered with the United States, the United Kingdom, France, Japan, Germany and other global 63 countries. Full control. Since the introduction of the World Sox Weekly, only Wal-Mart's annual sales have more than 20 million yuan, and the UK has 20 million pairs of sales each year. This is the export of self-owned brands, with high added value and great market potential, said Zhou Quanfeng.

"To grow a brand, if it is to be universally recognized by consumers, it needs to do its best to maintain it. Quality is the key, and publicity and investment are also essential." Zhou Quanfeng frankly said. In the past few years, the brand has invested in up to 30 million yuan in brand operation. In order to ensure product quality, each pair of socks is advertised as a strict gatekeeper, and full quality management is implemented to firmly establish "quality first, reputation first". The concept of actively using the international advanced quality management model, under the premise of ensuring technology leadership, put product quality in the first place in the brand strategy.

Encounter "Li Gui" caught up in trouble In September 2009, the series of hosiery products mainly branded with week socks were successfully registered at the State Trademark Office. They have been engaged in the export of self-owned brands and have targeted the domestic market for more than a year. During the time, it has formed a great influence in the country and has become the only sock brand in China that has a legal license.

However, the good times did not last long. Just after the hot socks in the week, the Internet suddenly emerged tens of thousands of weeks of socks. A survey by the reporter found that the popular “week socks” on the Internet flooded with Apple Weekly Socks, Star Weekly Socks, Colorful Week Socks, Love Weekly Socks and so on. The number of online stores reached more than 40,000, and the lowest price was more than 10 Yuan, the highest 100 yuan.

For the weekly socks merchant on the Internet, Zhou Quanfeng said that the branded clothing company with trademark rights has never been authorized to any manufacturer in mainland China. The weekly socks on the market today are all counterfeit except for genuine ones.

In recent years, with the development of wireless networks, Internet shopping has grown at a 100% annual rate, making it a hot spot in current market transactions. At the same time, there are more and more infringement and counterfeiting in online shopping. Due to its hidden nature, it is quite difficult for cyber-shopping to crack down on infringement and counterfeiting.

Weekly socks on the Internet continue to attract endless attention on the Internet, the market prospects are very large, only Taobao site every day, a day's traffic is as high as 3900 times, the daily turnover of nearly 3,000 boxes, while the brand ownership of the branded apparel , sales of only 40 boxes a day.

Zhou Quanfeng said that the authentic week socks are several times higher than counterfeit prices, and counterfeit merchants attract many consumers because of their low prices. Only Yiwu, a company called the Xingyan Weekly socks, sold counterfeit week socks in more than 60 domestic online group purchases, with sales of more than 10 million yuan. In this regard, Zhou Quanfeng was very helpless.

Since last year, it has formed a professional anti-counterfeiting team on the advertised apparel, and joint industry and commerce, public security and other departments to carry out joint anti-counterfeiting, but with little success.

"The online shop is not as good as a physical store. It's hard to catch one today. People will open a new user name tomorrow and reopen a new one. You don't have him." The person in charge of the Datang Town Industrial and Commercial Bureau introduced that in recent years, brand trademark online infringement With the vigorous development of e-commerce, it has become increasingly rampant. Due to the globalization, virtualization, high technology content and rapid development of the network, relying on the previous laws and regulations, it is difficult to effectively supervise them. All this has made the rights protection activities of brand merchants very complicated.