Behind The False Half Of Luxury Goods

This year,

The fight against counterfeiting seems to be getting worse.

A few days ago, the famous outdoor brand Columbia launched a large-scale lawsuit to prosecute merchants who sell fake Columbia brand goods, and the number of merchants is 36.

In July, luxury goods giant France Louis Widenmaliti company (hereinafter referred to as LV) went to court in more than 30 places in Nanjing and Hefei, each claiming 500 thousand yuan, with a total value of about 20 million yuan.

Dunhill, Cartire and other brands have also filed a lawsuit against the Nanjing court this year.

However, at the same time, in the sound of a false call, luxury goods do not seem to be very thorough, or can be said to be half hearted.

Because these brands, while fighting against small dealers, have expressed "no identification", and even there is no after-sales service phone.

Taking the initiative to fight against counterfeiting, but unwilling to help consumers who buy fake goods to protect their rights, luxury goods counterfeiting seems not to be so pure.

What are the reasons behind the half price of luxury goods?

Recently, the World Luxury Association announced the establishment of China's first anti-counterfeiting organization focusing on luxury goods, namely, the international luxury brand intellectual property protection and anti-counterfeiting Committee, with China's protection of Consumer Foundation's anti-counterfeiting Committee, national public security, industry and commerce, quality inspection and other departments.

Usually for

Products such as leather bags, shoes, watches and so on are commonly known as high-end luxury brands in the world.

Because the goods are cheaper than their counterfeit objects, they can satisfy many consumers who pursue famous brands but have little money.

In September, the Commission will launch a series of special activities and series of international luxury brand intellectual property protection and anti-counterfeiting.

Since July, about 20 small businesses in 3 big markets of Nanjing Lai Di shopping plaza, North Rim market, Tao Tao lane and 20 small businesses in the market have taken turns to the defendant's seat of the intellectual property court of the intermediate people's court.

And the prosecution they face is LV.

LV commissioned Roger law firm of Beijing to sue these small businesses for selling fake goods and repeating their trademark rights for a long time.

LV claims 500 thousand yuan for every small business and tens of thousands of yuan for its rights protection, and is also responsible for the joint and several liability of the market management.

Most of the defendants' markets are similar to those used in Xiushui Street, Beijing. Most of the goods they sell are cheap, mixed with brands and counterfeit goods, and are known as "Shanzhai bazaars".

Soon, the storm also hit Hefei.

In late July, the company went to court for more than 10 small businesses in Hefei Sun City and Baima mall.

At present, the company has reported more than 30 businesses in Nanjing and Hefei, claiming about 20 million yuan.

Due to the intensive cases and similar litigation contents, the local media in Nanjing joked that the intellectual property court of Nanjing intermediate people's court has recently become a "LV special field".

In August, there were still dozens of cases to fight.

Not only LV, Dunhill, Cartire and other brands have filed lawsuits against the court this year.

The number of counterfeiting cases of luxury brands has far exceeded that of previous years.

According to a close contact with the company, Louis Weedon chose this time to fight in Nanjing because the flagship store in Nanjing will open.

Coincidentally, Louis Weedon's exclusive store in Hefei's Yintai Center will also open in the near future.

Why luxury goods are fake

Why is so keen on counterfeiting, a data may be able to illustrate the problem: it is estimated that counterfeit goods will only cause 30 thousand to 40 thousand jobs and 6 billion euros loss to the luxury industry in France every year.

As a result, in the fight against counterfeiting, France's most famous luxury goods association, the Guild Society, is particularly active: it promotes the government to protect counterfeiting by legislation, and cooperate with French customs, airports, postal couriers and credit card companies to launch a lot of anti fake publicity campaigns.

In May 30th of this year, with the help of customs and Paris Airport companies, Air France and DAGO, the company has posted ten thousand humorous publicity posters at the French airport, for example, on the top of a long dumpling bag (long brand logo is a galloping horse), it says that "a horse with a wrong horse will cost you a lot".

The Kolbe association has not only publicizing in France but also has been making efforts to publicize posters in customs and airports in other European countries such as Britain, Czech and Hungary.

The publicity campaign against counterfeiting has made obvious effects on the public's cognition of fake goods.

According to a survey, French consumers know that the ratio of common law on intellectual property protection in Europe is 84%, ranking first among EU countries.

As the Internet has gradually become a paradise for the development of counterfeit goods, especially luxury goods, the association has also extended its anti counterfeiting activities to the Internet.

At the end of 2009, the CRB Association began to try to achieve the anti counterfeiting charter through a large number of e-commerce sales platform websites. However, only a few websites have signed a counterfeiting charter so far.

On the other hand, other government departments in France also worked hard, and Valerie Lartigau, director of the intellectual property protection branch of the French customs and indirect taxation bureau, pointed out that we have set up a new network Customs Department to deal with network fake products. The network customs department includes 8 intelligence analysts and 7 customs investigators.

In France, the number of counterfeit goods seized by customs increased from 200 thousand in 1994 to 8 million 900 thousand in 2011, which was 44.5 times higher than that in 2011.

Fake goods are not inspecting.

Generally speaking, when consumers go to luxury brand counters such as Hermes, Gucci, Prada and Chanel, they will be rejected if they request inspection.

No provision of inspection services and no formal written identification has become the "hidden rules" of most luxury brands.

Whether it is leather goods, accessories, cosmetics or perfume, the main way for consumers to contact brands, exclusive stores or counters, does not provide true or false identification services.

The exclusive identification center of the brand is often "hidden in the boudoir unknown", even though there is no public contact on the official website of China.

Gucci China is headquartered in Shanghai, but no matter whether to dial 114 directory enquiries or search through the Internet, it is impossible to find the exact address or telephone number of Gucci China headquarters.

Contrary to the cold attitude of luxury goods counters refusing to inspect products, goods sold in the name of these luxury goods have been blooming everywhere in China's large and small online shops.

Taobao online, Hermes products more than 60 thousand pieces.

Among them, "absolute truth", "special inspection" and "overseas purchasing" account for a large proportion.

Many large websites also sell luxury goods.

In fact, even large e-commerce websites such as Jingdong and Dangdang have been repeatedly referred to as "not authorized" by the brand operators, and "retain the right to exercise their legal means".

SWAROVSKI, Gucci, CASIO and other brands said they did not cooperate with Jingdong and other websites.

Similarly, Rui Business Management (Shanghai) Co., Ltd. issued a statement saying that the company was the sole authorized importer and distributor of Tissot in mainland China, responsible for Tissot's related business in China, and did not sell brand products on Dangdang and other e-commerce websites.

According to our current law, "who advocates, who will give evidence", online shopping rights protection often requires the process of notarization buying fake products. The "off-site" decision of online pactions is often expensive and long.

And the identification center with the ability to distinguish true or false is often in the state of "seeing the end of the dragon" but also making it harder for consumers to make claims.

For some brands, brand is being expanded by brand. Some brands not only don't care about being "Shanzhai", but also like to see the brand entering the popular "pop" perspective.