Follow-up: Who is hurting high imitation jewelry?

Since the birth of the concept of luxury goods, the copying and counterfeiting of luxury goods has emerged. The high-end consumer goods with low production barriers are called “high imitation”. It can be said that how long luxury goods exist and how long counterfeit luxury goods last. Jewelry, which is a typical representative of luxury goods, has not escaped the fate of being counterfeited.

When those high-end jewellery that appeared in the high-end specialty store showcases and the price was prohibitive, it became a hand-made ornament. When WeChat friends circle and Weibo were inexplicably many, the brands such as Cartier, Tiffany and Van Cleef & Arpels were high. Imitation products are the sellers of jewellery sellers. These are the popular products of imitation luxury brands, which are processed with the same materials. They are the same as the styles and specifications of luxury brands, and they are engraved with the brand logos (LOGO). For high imitation jewelry. High imitation jewelry has become an unavoidable social topic, and even has an industrial prototype.

Who is hurting high imitation jewelry?

Under the prevailing trend of high imitation, these high-quality imitation jewellery, which sells for less than 10% of the original price, is strong because it can satisfy the vanity of a specific group of people. Consumers applaud, manufacturers and sellers are unscrupulous, and the imitation brand is smothered, law enforcement supervision has little effect, and the high imitation industry is insidious and growing, hurting the entire industry and even social progress.

Made in China is very "injured"

The high imitation of “hidden market” is different from the low-priced cottage luxury goods that some small vendors sell or sell online. “One to one” high imitation jewelry is enough to be fake, even for professionals, it is often difficult. Distinguish whether it is "Li Wei" or "Li Gui". A consumer who bought high imitation jewelry said that no matter whether it is work or quality, high imitation jewelry will not lose its authenticity. Interestingly, many of the luxury jewelry that was purchased at the counter was frequently exposed to quality problems.

In fact, high imitation jewellery is different from other high imitation products. Since the materials are all real gold and silver, the quality of the materials and the mosaic process can be completely achieved, and the only difference is the print on the goods. - Each company's own logo design is unique, not comparable to ordinary prints. But for consumers who don't know the authenticity, high imitation jewelry can be fake.

In the market survey of China Gold Jewelry, it was found that as the market demand increased, the quality of high-quality imitation goods became higher and higher. It is very easy for manufacturers to want to fake. But in fact, the proliferation of high imitation jewelry has also hurt China's manufacturing to a large extent. Jewelry manufacturing factories in coastal areas can already reach the technology of jewellery luxury manufacturing process, but why are they processing their products to imitate other brands, have not made their own luxury goods, and have not designed widely popular styles? The problem is thought-provoking.

In this year's government work report, Premier Li Keqiang pointed out: "We must vigorously develop advanced manufacturing industries, promote China's manufacturing to move toward the middle and high-end. Improve the manufacturing system of manufacturing and strengthening the country, support technological transformation in various ways, and promote the prosperity of traditional industries." "When can China's manufacturing become a Chinese creation, so that Chinese jewelry companies rely on brands, standards, services, and benefits to create China's own luxury goods, is the direction that Chinese jewelry people must reflect on.

Brand dignity is very "injured"

Nowadays, China's luxury goods imitation market has reached a point where it is difficult to return. Many international brand managers' current general attitude is to pay attention to Chinese consumers, but they do not pay much attention to the Chinese market. In the past two years, the performance of many international jewellery luxury brands has experienced negative growth. Although it has increased the anti-corruption efforts in China and the increase in overseas luxury consumption, it is also related to the prosperity of China's high imitation luxury goods market.

Although most consumers who buy high imitation are not the potential target group of luxury goods themselves, some industry insiders say that when luxury goods are first stationed in China, there is no such thing as “imitation version”. It is difficult to rely on the brand itself. Create "trends." This is also one of the factors that many big names acquiesce in high imitation. But now, jewelry luxury brands have reached the stage of brand output, and the proliferation of fakes will definitely affect their brand image. ”

So the big names began to seduce and warn against China, and the attitude seemed to be clearer and clearer. However, on the issue of high imitation, the big-namers said that the questions were more sensitive and unwilling to respond to the interview request made by China Gold Jewelry. This is to help them maintain their own rights and voices, but they are not talking about it. This attitude is intriguing.

Perhaps this is hard to get rid of after-sales that has been criticized by consumers. In a brand store, if the consumer wants to test the authenticity of a product, the process is usually 6 months, and without proper reasons for testing, the cost of the inspection usually requires the consumer to pay for it, in high time and money. In the face of cost, most consumers will not send the product for testing. This loophole has become a major reason for many unscrupulous counterfeiters, and it has also contributed to the continuous proliferation of high imitation jewellery and the damage of brand dignity.

Original culture is "injured"

Luxury in the general sense, with the characteristics of high quality and high brand premium. Luxury brands have their own unique brand culture and value. Their pursuit of craftsmanship and detail, the pursuit of art and design, including the story presented in the shop window, endows a product with depth and culture, which can be described as a craftsman's heart. The highest example of doing products. A true jewellery luxury brand that sells brand culture, a distinguished service experience, a brand story, and the value that luxury goods lend to consumers. If we only pay attention to the price of materials and use their cost to measure their value, then China will be far away from the time of getting rid of high imitation jewelry, and Chinese jewelry brands will be in the forefront. Fortunately, a group of forward-looking Chinese jewelry companies are focusing on building their own brands, and some jewelry designers are doing their best to promote original cultural values.

Time and stability are important factors in achieving luxury. In the current transition period of China, everything has turned too fast and has become too urgent, so that all the impetuousness will stop. In a country where there is no luxury culture, the true meaning and spirit of popularizing luxury goods has to go through a long period of time.

Chinese brands have always faced the embarrassing situation of “over-reliance on advertising and promotion, low-price competition, poor brand anti-risk ability, high sales, but low profits”. Enterprises are keen on immediate interests, do not pay attention to technology upgrades, and even lack the awareness of brand building. The lack of brand harm is endless: on the one hand, it is counterfeit and shoddy, on the other hand, it also damages the formation of Chinese brands. In this case, very few anti-counterfeiting behaviors will not bring actual results. It is necessary to protect the intellectual property rights while creating a living space for Chinese brands. In this process, how to maintain the intellectual property rights of Chinese brands is also an urgent problem to be solved.

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