"Fake foreign brands" for domestic products will only get narrower and narrower

  Recently, the China Securities Regulatory Commission issued an inquiry letter to the mattress manufacturer Mou Si.

Among them, mousse is required to explain the basic situation of the foreigner appearing in the advertisement and its relationship with the company's products; at the same time, explain whether the company publicizes the person externally, whether it is consistent with the actual situation, whether the external publicity of its products is appropriate and whether there is false publicity .

This triggered a heated discussion about the "foreign taste" advertising of mousse and the discussion of "fake foreign brands" for domestic brands.

  Maybe many consumers, like me, always think that Mousse is a foreign brand, and the white-bearded foreigners in the advertisements are probably the founders like KFC grandpa.

In fact, Mousse is a domestic brand founded in 2004, and the white beard foreigner is probably just an advertising model.

This kind of advertising and promotion of "foreign elements" constitutes a deliberate misleading of consumers.

Mousse products are priced high, and the "brand premium" paid by consumers is more like a carefully laid-out "routine."

  Obviously it is a domestic brand, but it has to use a large number of foreign elements in the company name, brand name, advertising, etc., to package it into a "tall" foreign brand image to deceive consumers. Similar situations are not an isolated phenomenon.

In the fields of home furnishings, clothing, cosmetics, and baby products, there are many brands with "foreign flavors" in their names.

  Domestic brands hang "fake foreign brands" and try their best to mislead consumers. It seems that the more "foreign" they are, the more they become "tall". On the surface, this is a lack of confidence in marketing — it seems that only "fake foreign brands" are displayed. Only in order to be more competitive in the market can we sell better and earn more.

In essence, this also exposes some deviations in the value pursuit of enterprises-a lot of energy is not spent on how to keep improving and improving quality, but not on how to provide consumers with high-quality services at more favorable prices, but through "foreign packaging". Other marketing methods deceive consumers to buy.

  There are no shortcuts to brand building. If you want to be in line with some world-renowned brands in terms of price, you must first truly achieve "high quality" in terms of quality.

If the quality is excellent, why not worry about marketing not being confident?

Why don't the upright domestic brands need to get some "fake foreign brands" to put on airs?

  Self-reliance of domestic products requires self-confidence in domestic products.

As long as the product quality is excellent, as long as the service is guaranteed, consumers will naturally have confidence in domestic products.

For example, domestic brands such as Huawei and DJI are deeply loved and sought after by consumers.

Consumers are keen to pursue high-quality domestic products, and manufacturers should have such confidence in domestic products, and engage in manufacturing and innovation in a down-to-earth manner, rather than resorting to some unethical deceptions and squandering regulatory policies.

We must believe that in the context of the "double cycle" of the economy, increasingly rational domestic consumers will inevitably be less and less advocating "foreign brands" one-sidedly.

  The relevant departments should intervene in the investigation whether muse advertising is suspected of false propaganda.

Certain enterprises should be severely punished in accordance with the law for deceiving consumers by placing "fake foreign brands" for profit.

In addition to reminding consumers to keep their eyes open, consumer rights protection organizations can also try to take up legal weapons and correct the improper marketing of enterprises through public interest litigation and other methods.

When more and more Chinese brands grow into high-quality, high-grade "light of domestic products", the phenomenon of "true domestic products" hanging "fake foreign brands" naturally ceases.

  Source of Shu Shengxiang: China Youth Daily

  Version 02 on December 10, 2021