Armani: Successive Quality Problems, Luxury Brand Image Damage

People who know less than P, a href=, http://sjfzxm.com//business/ and /a all over the world know that Chinese consumers especially like to buy luxury goods. China is also one of the most profitable markets for luxury brands. However, the quality of many brands is not necessarily worthy of such a high profit. < /p >
< p > June this year, the Zhejiang Provincial Bureau of industry and Commerce announced the results of the follow up random sampling of gold jewelry. Among them, there were 5 batches of "Cartire" brand jewelry sampled, with 5 batches of unqualified samples, with an unqualified rate of 100%. Cartire, a famous French jeweler, was founded in 1847. Its products include advanced watches, jewelry, wedding and engagement rings, leather goods and other luxuries. It has been praised by British king Edward Sis as "the jeweller of the emperor, the emperor of jewelers". Such a brand's product failure rate can reach 100%. What do they say about it? < /p >
< p > Cartire staff: in fact, the quality of our Cartire products is the highest in general. For the latest news, we are still investigating, and there is no relevant information available on our side. < /p >
The problem of P is not just Cartire. In response to Ms. Chen in Ji'nan, Shandong, in early July, she picked up a short sleeved shirt with a value of 2700 yuan in a Armani counter. The shirt was black and white. When you go home, wash your clothes in the clear water. Anyone who knows it is washed will fade. The white collar of the dress is dyed blue black. Ms. Chen thought that she had bought a defective product and asked to return it, but was refused. The staff of the mall said that the clothes sold on the store had regular national quality inspection reports, and the quality was absolutely qualified. The reason why clothes are discolored should be related to their own washing methods and detergents. < /p >
< p > Cartire's performance in after-sales service is also very bad. It has been reported many times that Cartire's consumers bought defective products and demanded a return, but they were refused and agreed to pay maintenance at the most. Do luxury brands really treat their customers like this? < /p >
< p > consumer 1: actually, I have two times, one is to clean up, and then he helped me to clean it briefly, that time is OK. Then there was a little bit of damage, and then he seemed to say that he could not handle it. < /p >
< p > consumer 2: I had a bad impression. I bought a Dior belt and found that there was something wrong with the quality. But the regulations of Dior store in China say that once you leave the store, it will not be changed. This is an agreement signed. Later I asked them why they said they were afraid of fake goods. Many big brands do not engage in joint insurance in China, mainly because many people buy them later and replace them with fake ones. < /p >
< p > then, will news of frequent quality problems in luxury brands affect consumers' psychology? < /p >
< p > consumer 1: maybe I will analyze the news carefully, because I have done news, I will see whether this news is objective or with a little intentional element. < /p >
< p > consumer 2: as I have seen, sometimes I choose not to watch it. Why do I feel that I spend so much money on it. I buy some of the brands, I will see more carefully, like Armani, these brands of materials and materials are good, but I generally do not have much hope of quality, at least do not think it is different from other brands. Never encountered too many bad things to buy, for example, shoes, wear a period of time, the accessories fell, and then look for them. < /p >
< p > the quality of Cartire products is such a big problem. Is it related to the mode of production and origin of the products? Cartire says that their products are all made in Europe. < /p >
< p > Cartire staff: all our works must have been made back from Europe, and we will have the stamp of the European Workshop on each of the works. < /p >
< p > however, Zhou Ting, the famous luxury goods expert and President of the Institute of wealth and quality research, said many luxury brands are not in the brand country. < /p >
< p > Zhou Ting: it is true that the quality of luxury goods exposed in China has been particularly high in recent years. Whether it is in the jewelry industry or in the field of clothing and bags, the number of complaints is the largest. This is because in such a primary market and developing emerging markets, the profit rate is the highest, so in order to make money in such a market quickly, they will quickly push forward their sales network. In the process of expanding the market, it is difficult to ensure the quality of products as before. And now there is a very realistic situation in the luxury industry. Many brands, whether open or open, have many foundries in China, or in other developing countries, such as South Asia, so it is very difficult to control the quality of products. < /p >
< p > Zhou Ting also said that the Chinese market has created a lot of profits for many luxury brands, which is a very important market for them. Therefore, many of the big names, including Cartire, are doing a lot of sales in China. However, in the process of absorbing gold, most luxury brands failed to provide Chinese consumers with corresponding services and experience. < /p >
< p > Zhou Ting: in fact, in the Chinese market, the service of luxury brands has a very big gap. In the Chinese market, the price of products is the highest, but the service to Chinese consumers or to the Chinese consumers is the worst. This is related to their consciousness. They only treat the Chinese market as a banknote printer. Chinese consumers have contributed huge profits and sales to them, but they still can not truly respect the Chinese consumers from the bottom of their hearts. And because sales in China are large and there are many channels, they are not willing to spend a lot of money in the service field. They attach great importance to the Chinese market and Chinese from sales, but from the service they do not respect the Chinese consumers and the Chinese market from the bottom of their hearts. < /p >
< p > < strong > expert comment < /strong > < /p >
< p > the voice of the economy: some luxury brands, or at least can be called internationally famous brands, are generally more trusting to them. They feel that such a high price should be very good. As a result, I didn't expect that the shirt became a black shirt. How do you see this situation? < /p >
< p > Li Xin: first, I think luxury goods are not durable goods. Second, when luxuries go, they produce one piece each month, and now they produce one piece each day. Naturally, there will be many after-sale problems. < /p >