What brand of clothes has a V on the button?

Speaking of the famous Italian brand Valentino, many consumers are really familiar and unfamiliar. We are familiar with the "Valentino" that keeps appearing in front of us in the bustling downtown, but unfamiliar with its 72-year-old identity: Valentino Louis, Valentino Cooper, Lugano Valentino, San Valentino and Valentino.

Since 2004, a large number of "Valentino" stores have sprung up all over the country. The products sold in these stores are not only extremely cheap, but also flaunt their "Valentino" ancestry. At present, this situation is getting more and more serious. However, as far as I know, none of the above-mentioned brands have the blood of Valentino family, and even a farce of "Gui Li" expelling "Li Kui jy" will be staged. However, Valentino's existence today is not only a brand problem, including famous brands such as Montague, Crocodile and the elderly, but also makes it very uncomfortable and difficult. Therefore, the author conducted in-depth and detailed investigation and understanding, hoping to unlock the fake passwords of counterfeit famous brands. Here, only Valentino is the theme.

Unveil the mystery of Valentino

1908 [Vincenzo Valentino] founded the Valentino brand in Naples, Italy. Since then, Valentino has become the favorite brand of Italian royalty and celebrities.

1954, coral sandals designed by [MRAIO VALENTINO], the second heir of Valentino's family, made a grand appearance on the cover of the famous French fashion magazine VOGUE. As a model of industrial design in the 20th century, this sandal is displayed in the Swiss Shoes and Boots Museum.

1955, [MRAIO VALENTINO] launched the second historic design product [SRILETTO] on the Roman fashion stage.

1956, giovani valentino, the third generation descendant of Valentino, founded a brand-new Valentino brand named "giovani valentino". This brand has established five monopoly systems of leather shoes, leather goods, men's wear, women's wear and underwear in China. Meet the needs of elites from all walks of life who pursue "quality and taste" with membership consumption mode. And entered the China market on 1997.

1985, on behalf of his family, Mario valentino accepted the special achievement award awarded by Italian President [Sandro Pertini] and won the highest national honor "cavalieri" medal, which made his reputation even more prosperous.

Mario died in 199 1. At present, the Valentino family is led by the third generation Vicenzo Valentino, and giovani valentino is his younger brother.

Valentino garavani, Italian, born in 1933, is a famous fashion designer. He founded the Valentino women's clothing brand in 1962, and registered another important Valentino brand in the Netherlands, which is famous in Europe. Valentino Glavani himself is regarded as an elite figure in high-end women's wear. This brand has become a luxury clothing brand in Italy, especially famous for producing high-end women's wear.

As far as I know, there are only three brands directly related to Italian Valentino in the world, namely Mario Valentino, Valentino Glavani and Giovanni Valentino.

In order to avoid the conflict between these Valentino brands, 1978, the Valentino family and Valentino Glavani reached an agreement that the two sides would rule separately. Valentino Glavani owns the exclusive right to use Valentino's trademark on clothing products, and Mario Valentino owns Valentino on leather shoes and leather goods. Since giovani valentino established his brand after this agreement, he can produce shoes, leather products and clothing, but the products must use Giovanni valentino's full name.

At the same time, in the China market, only Zhejiang Beibei Group has signed an exclusive agency agreement with Valentino Glavani as the sales agent of Valentino ties and men's wear in China. Guangzhou George Footwear Co., Ltd. signed an agreement with Mario Valentino to become the exclusive agent for the sales of Valentino's footwear products in China. At the same time, Guangzhou Cui Ying Clothing Co., Ltd., a member of Hong Kong Ruiyuan International Co., Ltd., was also authorized by Giovanni Valentino in Guangzhou on April 2 1 2002, officially authorizing it as the general agent of Giovanni Valentino underwear series (underwear for men and women, household clothes, bras and socks) in Chinese mainland.

At this point in the article, I think readers should start to feel like a rude awakening and sigh: so that's it! However, all this is only the beginning of tragedy.

The pain of family branding.

1987 Italian high-end clothing brand Valentino entered the China market for the first time. /kloc-Today, 0/7 years later, what we see is a dazzling array of "Valentino XX" at low prices in every busy downtown block of the city, but what we hear is the news that Italian Valentino will officially withdraw from the China market.

There is an old saying in China: "A small boat is good for turning around". From Valentino, we seem to see the fulfillment of some philosophies. For a large family ship like Valentino, the problem inside the hull may be one of the key reasons why it can't avoid the oncoming waves quickly.

At present, there are no fewer than 200 counterfeit trademarks of Valentino brand in China, including dozens or even 100 on leather shoes. "Valentino doesn't want to take drastic measures in the China market, largely because of the division and rule of brands within his family. From the above information, we can see that the development of valentino family is actually supported by three parts at this stage, namely Glavani, Mario and Giovanni. Because of the independent operation of the three parties, it is natural for everyone to use the brand, but when maintaining the brand, everyone's thoughts are slack and dependent. In fact, the phenomenon similar to Valentino's family division is quite common in China enterprises, such as Hubei Jiutouniao Company. Although the brand may not be affected in the end, the result is heartbreaking. For Valentino, we can only sigh: family division, brand pain!

Strategic orientation determines the result.

China has such a large population and China has developed so fast. I think these two sentences should be many foreign friends' initial understanding of China. In fact, in these two simple sentences, we can obviously feel some commercial atmosphere. The huge population represents a vast market potential, and the rapid development will determine that the consumption power of consumers in China is also rising rapidly. Of course, what followed was the prosperity of business. Enterprises in China have developed rapidly to meet the needs of the people in China. At the same time, it is inevitable to look abroad in this process. The influx of foreign enterprises into China has brought better products and higher-grade consumption enjoyment to consumers in China, learning from each other's strong points.

There is another important reason why Valentino failed, which we have to pay attention to. It is because its brand appeal is great and its market span is wide. Besides China, there are more than 100 countries, which strategically leads it to neglect the China market. With the psychology of trying to enter China, this psychology is very wrong under the premise of the rapid development and legalization of China market, which makes it miss the opportunity to develop in this market. "

The understanding of the China market leads to Valentino's insufficient monitoring from brand planning, authorized production, marketing network and other aspects. For a brand with considerable brand appeal, it is easy to leave huge opportunities for some counterfeiters.

Catalyst for OEM to produce overdraft brand

Due to cheap labor and lack of competitive brands and independent intellectual property rights, China has become a paradise for well-known foreign manufacturers to carry out OEM production. The fatal weakness of OEM production is that the initiative is in the hands of others: there are often many OEMs to choose from for a product, and there is a lot of room for customers to choose and bargain. Enterprises can only constantly transfer the meager profits of processing fees.

With the intensification of the cruelty of competition, many enterprises that rely on OEM to produce famous brands begin to wake up: they should learn from the successful experience of others and create their own brands through OEM. However, the achievement of a brand is by no means an overnight event. At this time, "next to famous brands" will show the advantages of shortcuts.

While China has become a factory in the world, those processing factories that rely on OEM orders are also facing more traps: one of them is being used by speculators to become real counterfeiting tools.

These Valentino stores all claim to be authorized by Italian Valentino or Hong Kong Valentino, and the prices are very cheap. Signs of price reduction and discount are displayed in front of all shops. Valentino Binu only needs 49 yuan for his pants and 50 yuan for his shirt. A salesperson told reporters that these are all subsidiaries of Italy Valentino, so the names are slightly different. "But they are all Valentino, and the quality is absolutely no problem. It's just that we are made in China, so the price is cheap. " The reporter immediately asked several consumers who had bought clothes with the word Valentino. They all came here, thinking that they bought authentic Valentino clothes.

Some insiders pointed out that the reason why "alongside famous brands" has become a shortcut in the eyes of speculators is mainly the loophole in the law itself. Why is the phenomenon of "alongside famous brands" getting more and more serious? According to industry insiders, with the more advanced production technology, it is easier and easier to make counterfeit brand clothing. It is reported that the profit of imitating famous brand clothing is amazing. For example, the cost of a pair of casual pants may only be more than ten yuan, and the wholesale price can reach forty or fifty yuan after being labeled with famous brands. When they arrive at the dealers, some can even sell for two or three hundred yuan. Huge profits have made many agents and garment factories take risks. They process a large number of fake imported clothes and then distribute them to some clothing wholesalers, who distribute them to all parts of the country. Some famous brand enterprises suffer hundreds of millions of yuan of market infringement every year. Another reason is that the existing relevant laws and regulations and enterprise registration system need to be improved. Due to the marginal application of the law and the differences between the legal systems of Hong Kong and the Mainland, some lawless people have nothing to hide, which also brings certain difficulties to law enforcement.

Trademark problem, reducing brand trust

A gentleman from the Domestic Trademark Office of China Trademark Patent Office told the reporter that Valentino is a well-known trademark. If it is an approximate trademark with a prefix or suffix, it is difficult to pass the examination and approval in the Industrial and Commercial Bureau. However, once these manufacturers apply to the industrial and commercial bureau, they can all use them before they are approved. This is the time difference of "famous brand" goods. Director Zhang of the Trademark Office of the Beijing Municipal Administration for Industry and Commerce said that the use of Valentino's trademark is really confusing now, but there is no real trademark owner who goes to the Industrial and Commercial Bureau with a registration certificate to complain, so it is difficult to trace it.

Chen Yun provided three methods to identify the authentic Italian "Valentino". First of all, the font of Valentino's registered Chinese name is traditional. Secondly, authentic shops all use English "VALENTINO" as the logo. Third, on the "V" trademark, the circle around the letter "V" is sealed and flat. "The products sold by the company are all imported from Italy, and Valentino has no plans to produce clothes in China.

Trademark problem is a headache, because many companies are registered in Hong Kong or overseas. Why do many companies register in Hong Kong? Mr. Ou, the head of an organization that handles overseas registration business, said that it is more convenient to register companies in Hong Kong. Generally speaking, as long as you can provide a shareholder, a registered address in Hong Kong and a witness qualified as a permanent resident of Hong Kong. Because the company registration in Hong Kong is relatively broad, even the capital verification step is omitted, so many people register companies and trademarks in Hong Kong and then "authorize" the mainland to use the company name.

It is understood that there are three forms of trademark infringement at present. First, a company registered in Hong Kong with the corresponding name of a famous trademark, for such infringement, the trademark owner can sue in Hong Kong and demand cancellation of registration; Second, when registering, add another name before a famous trademark or register a similar trademark. When using, separate the two names, use only the part of the famous trademark, or deform the graphic to make it look similar to the famous trademark; The third is to deceive consumers with trademark acceptance letters. In fact, the trademark acceptance letter does not mean that the trademark can be legally used. Generally, it takes one and a half years to review from acceptance to license. Those who fail the exam will be rejected. The situation of Valentino series mainly belongs to the second category.

Because the real Valentino brand owners take a cold attitude towards a large number of "Valentino" brands, it is difficult for the Industrial and Commercial Bureau to trace them, and the appearance of a large number of fake Valentino makes consumers' trust in brands decrease continuously. Take the dealer's words, that is, the manufacturer does not act, and the agent can do nothing.

In response to the proliferation of Valentino brands in Beijing, Mr. Ma said that it is very difficult to crack down on counterfeiting. "Although Italian companies authorized us to crack down on counterfeiting, Valentino has more than 200 brands with prefixes or suffixes, which are mixed. We can't sue for infringement. Only let the people know what the real Valentino brand is first, so that those' famous brands' have no market. " Only in this way can we achieve the real goal, but at present, the efforts made by Italian companies in this situation are limited and almost no measures have been taken, so that dealers can not get the support of the headquarters when cracking down on fakes. Moreover, the brand is headquartered in Italy after all, and dealers care about short-term profits. If the manufacturer does nothing, it is naturally difficult for the dealer to devote himself wholeheartedly.

Valentino is very helpless.

As more and more businesses began to take this shortcut, a farce of "Gui Li beat Li Kui jy away" was finally brewing. At the end of 2003, the unsustainable Italian brand "giovani valentino" chose to temporarily withdraw from the China market. A person in charge of the Trademark Office of Shanghai Administration for Industry and Commerce pointed out that at present, there are as many as 158 "Valentino" brands with various prefixes and suffixes filed in the Trademark Office of the State Administration for Industry and Commerce. In Shanghai alone, there are more than 200 counterfeit or imitation "Valentino" manufacturers.

At the end of the interview, the words of a trademark industry insider revealed the key to this puzzle. He said: "In fact, the essence of the chaos in Fahrenheit is the impetuousness of the market and the speculation of lawless elements. Whether well-known brands can withstand this test and maintain their own quality and legal status in the chaos is the key. No matter how big the storm is, the brand that can provide consumers with the best quality products and services will surely be the last king. "

Looking at the various reasons leading to the tragedy of Valentino brand, we can easily find that the split of Valentino brand itself has laid a curse. The strategic neglect of testing the China market caused a lot of unnecessary troubles later, and the neglect of authorized production and trademark monitoring provided a growing ground for a large number of Valentino.

We are not only discussing or telling a phenomenon here, but most importantly, we hope to get some beneficial enlightenment from these phenomena and how to solve them.

The use and extension of Valentino's three different families is itself an overdraft for the brand. In addition, the three organizations authorized their different organizations to produce in China, which further promoted the speed of brand tragedy. In addition, the Italian headquarters has not maintained its own brand, and we have not seen the relevant measures of Valentino brand owners in all aspects, from registered trademarks to authorization, branding, marketing network and brand maintenance. Let the fake Valentino run amok in the market, let the royal noble brand "Valentino" be seen everywhere in the streets, and gradually degenerate into an ordinary brand. Moreover, in the increasingly attractive market where consumers spend a lot of money, consumers have lost trust in Valentino's brand, which is probably the remedy that Valentino will do for a long time to come.

Then, in view of the present situation of Valentino's development, how should we continue? For a large number of brands similar to Valentino, such as montague and Crocodile, there are basically similar problems, but the severity is different. To change the fate of Valentino brand, we must start to do the following three major projects for a long time to come:

1, harness project

The current situation of Valentino clearly warned the importance of the Italian headquarters to clean up the market as soon as possible. If the three brand owners can unite and work together to maintain Valentino in the fastest time, the change of brand fate will certainly accelerate. Suggestions are as follows: use all resources to crack down on infringing enterprises and initiate criminal proceedings when necessary; For some production enterprises that can meet Valentino's requirements, or consider taking "woo" measures into their supplier team. In this way, some outstanding enterprises in nearly 200 existing brands juxtaposed with Valentino can be included in formal and legally authorized manufacturers or distributors, laying the foundation for Valentino to expand the market at low cost.

2, litigation engineering

At the same time when Zhao 'an Project is launched, we will file a lawsuit against Valentino brand, give strong support to local authorized dealers or manufacturers, cooperate with the headquarters to clean up the door, and strive to clean it up in the shortest time to give the real Valentino brand a healthy environment.

3. Brand awareness and renewal project

After the first two projects were carried out, the third project began to be officially launched. On the one hand, it solved a part of the "Valentino" brand by wooing Ann; On the other hand, through the strong legal litigation project of the joint team, the remaining brands of Valentino can be prosecuted, and the two measures can basically achieve the purpose of cleaning up and rectifying. But after all, too many "Valentino" brands have been sold in the market for a long time, which has caused various negative effects on consumers. Coupled with the exposure of the media, consumers no longer know what the real Italian Valentino is like. Since I don't know, I naturally lost my trust in the brand, so I have to keep up with the communication project of Valentino brand, and just take this opportunity of scale rectification to formally meet the real Valentino and consumers, so that consumers can recognize the true face of Valentino and rekindle their love for Valentino brand.

The implementation of the above three projects plays a vital role in saving the fate of Valentino brand. The problem is relatively simple, but it takes a long time and energy to realize. However, for Valentino, who used to be a century-old royal noble brand, it is worth doing anyway, and it is also a necessity for brand development. There are many enterprises similar to Valentino's problem. How to solve or avoid these problems in the process of rapid development may be something that more business leaders should think calmly! It is hoped that the development of Valentino brand will play a warning role for other rapidly expanding enterprises. After all, the angle and depth of self-reflection of the lessons without paying the price are different!