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亚博网上登录_从假洋牌到伪日系,这些国产品牌是怎么套路你的



发布日期:2021-03-16 00:40:01 发布者:Admin5  点击率:

"Today I discovered that Hokkaido yogurt actually belongs to Genki Forest. Why do you want to make such a good domestic product? It is Japanese and'Hokkaido', for fear that others will not know you are'pseudo-Japanese'!" Ma Di of this yogurt complained to Jun DT.

“今天我发现北海道酸奶实际上属于元气森林。为什么要制作出如此优质的国内产品?它是日本人和'北海道',因为担心别人不会知道你是'假日本人'!”这种酸奶的马蒂向俊DT投诉。

I don't know when, brands fell in love with the "pseudo-Japanese". Walking into a convenience store casually, the Japanese language that can be seen everywhere on the shelf makes DT-Jun feel that he is in Tokyo or Osaka for a moment.

我不知道品牌何时会爱上“伪日文”。随随便便走进便利店,货架上随处可见的日语让DT-Jun感到自己暂时在东京或大阪。

Then think of the "Japanese" in the vitality forest of every product, from the facade to the brand name of MINISO that are packaged in Japanese... These domestic brands are pretending to be from Japan.

然后想一想每一种产品的生命力森林中的“日本人”,从外墙到以日文包装的MINISO品牌名称...这些国内品牌冒充来自日本。

The so-called "pseudo-Japanese" is actually selling domestic products by pretending to be Japanese products.

所谓的“伪日本人”实际上是通过假装是日本产品来销售国内产品。

"Pseudo-Japanese" junior players, first give yourself a Japanese name. For example, the cookie in the picture below, first use Japanese "の" to make you feel that it is an imported product, and then use Chinese words to let you know that it is a cookie. Even if the Japanese text is wrong, it will not prevent it from being old. The facts about the pie.

“伪日语”初级玩家,首先给自己起一个日语名字。例如,下图中的cookie,首先使用日语“の”让您感觉到它是进口产品,然后使用中文单词让您知道它是cookie。即使日语文本错误,也不会阻止其过时。关于派的事实。

Marumi, a skin care brand that wants to help consumers "flick away crow's feet", is also a good player. As an out-and-out Guangzhou company, Marubi has designated the foreign name of the company as "marubi", which corresponds to the Japanese pronunciation of the word "丸美". Subsequently, the sub-brand "Chunji" was created, and the foreign name was also pronounced "haruki" in Japanese, and the double bet was successfully completed with the company name.

护肤品牌Marumi希望帮助消费者“甩开鱼尾纹”,也是一个很好的参与者。作为一家出色的广州公司,Marubi已将公司的外部名称指定为“ marubi”,这与日语单词“丸美”的发音相对应。随后,创建了子品牌“ Chunji”,外文名称在日语中也被发音为“ haruki”,并且使用公司名称成功完成了双倍下注。

What surprised DT was Bu Ge Tokyo (

令DT惊讶的是东京布格(

In fact, Buge Tokyo, known as the "Hermes in Pudding", is a Shanghai company. There is indeed a little-known little pudding shop called "Mvuke" in Japan, but it has nothing to do with "MvukeTokyo", and it is impossible to talk about being a household name in Japan.

实际上,被称为“布丁爱马仕”的武吉东京公司是一家上海公司。日本确实有一个鲜为人知的小布丁店,名为“ Mvuke”,但与“ MvukeTokyo”无关,因此在日本谈论家喻户晓是不可能的。

In order to achieve this goal, the brand must emphasize its own Japanese attributes from the beginning of its establishment, and its products must continue to highlight Japanese culture.

为了实现这一目标,该品牌必须从成立之初就强调自己的日本特色,其产品必须继续彰显日本文化。

Those who have done a good job in this regard are the familiar Internet celebrity Genki Forest and MINISO.

在这方面做得很好的人是熟悉的互联网名人Genki Forest和MINISO。

On the packaging of the early sparkling water beverages of Genki Forest, the Japanese word "気" was used instead of the Chinese word "qi", and the words "produced by Genki Forest Co., Ltd. of Japan" were written on the back of the bottle. .

在元气森林的早期起泡水饮料的包装上,日语单词“気”代替了中文单词“ qi”,并且在日语单词上写有“日本元气森林株式会社生产”。瓶子的背面。 。

MINISO’s approach is similar. It claims to be a Japanese designer brand, coupled with the design style that resembles Uniqlo's logo and MUJI, it implies that it is truly made in Japan.

MINISO的做法与此类似。它声称是日本设计师品牌,再加上类似于优衣库徽标和MUJI的设计风格,这意味着它确实是日本制造的。

There are actually many brands selling dog meat like this. If you take a closer look when you go to the supermarket, you will definitely find some domestic brands that are good at Japanese (you are welcome to communicate with each other in the message area and remind each other).

实际上有很多这样的品牌出售狗肉。如果您在超市购物时仔细一看,肯定会发现一些擅长日语的国产品牌(欢迎您在消息区域内相互交流并互相提醒)。

This kind of pseudo-Japanese approach seems familiar, and the marketing logic behind it seems to be "similar to the earlier fake foreign brands".

这种伪日本方式似乎很熟悉,其背后的营销逻辑似乎“类似于早期的假外国品牌”。

When DT was a child,

DT小时候

I still remember the past years of Metersbonwe, Youngor YOUNGOR, TEENMIX, Marco Polo Tiles, Mark Wafer... these brands with foreign names made many friends think that their outfits came from Europe and America.

我仍然记得美特斯邦威,雅戈尔·扬戈尔,TEENMIX,马可·波罗瓷砖,马克·韦弗这些年来的名字...这些带有外国名字的品牌使许多朋友认为他们的服装来自欧美。

However, Mr. DT randomly searched, the above brands are not from Guangdong or Zhejiang. It is no wonder that Chu Yuxun at that time was taken to Metersbonwe by Duanmu and fell in love with him at first sight.

但是,DT先生随机搜索,上述品牌并非来自广东或浙江。难怪当时楚玉勋被端木带到美特斯邦威,并一见钟情。

Of course, the hottest one is "Valentino".

当然,最热门的是“华伦天奴”。

I believe many people have such memories when they were young:

我相信许多人在年轻时都会有这样的回忆:

According to the statistics of IC Lab, there were more than two hundred "Valentinos" such as Valentino Family, Valentino Zegna, Valentino Louis, Valentino GV and so on. Forcibly, this international luxury brand Valentino Garavani, which is no less than LV and Dior, dare not use Chinese name to leave the country.

根据IC Lab的统计,有200多个“华伦天奴”,例如Valentino Family,Valentino Zegna,Valentino Louis,Valentino GV等。毫不逊色于LV和Dior的国际奢侈品牌Valentino Garavani被迫不敢使用中文名称出国。

According to the summary in the article "The Fake Mechanism of "Fake Foreign Brand" Brand Symbols and Its Reflection",

根据“假冒外国品牌”品牌符号的假冒机制及其体现的摘要,

The first is that domestic companies register trademarks in China. They just take a foreign name. Product design, R&D, production, and sales are all carried out in China, but they are packaged into foreign brands, such as the sportswear brand "Qiaodan" (Qiaodan) of Air Jordan. ), clothing brand Youngor, makeup brand "Marumi", etc.

首先是国内公司在中国注册商标。他们只是取一个外国名字。产品设计,研发,生产和销售均在中国进行,但它们被包装到外国品牌中,例如Air Jordan的运动服品牌“乔丹”(乔丹)。 ),服装品牌雅戈尔,化妆品牌“丸美”等。

The second is to set up an "empty shell" company overseas and register a trademark, but product design, research and development, production, and sales are all carried out domestically, such as the cosmetics brand "Sibao" and the home textile brand "Montejiao".

第二种是在海外建立“空壳”公司并注册商标,但产品设计,研发,生产和销售均在国内进行,例如化妆品品牌“四宝”和家用纺织品品牌“蒙特教”。

The third is to register trademarks abroad, and the technology or raw materials are imported from abroad. Some imitate similar foreign products in design (even foreigners participate in the design), but the products are produced domestically, such as the dairy brand "Shi En".

第三是在国外注册商标,技术或原材料是从国外进口的。一些人在设计中模仿了类似的外国产品(甚至外国人也参与了设计),但是这些产品是国内生产的,例如乳制品品牌“施恩”。

The fourth type is to register trademarks overseas. The products are commissioned by local companies. Domestic companies introduce them in the form of general sales agents. They counterattack the Chinese market. For example, the milk product brand "Neuritz" milk powder and the sub-brand of Luolai Home Textiles "Shang Mark" "Wait.

第四种是在海外注册商标。产品由当地公司委托。国内公司以一般销售代理的形式介绍他们。他们反击中国市场。例如,奶制品品牌“ Neuritz”奶粉和罗莱家用纺织品的子品牌“ Shang Mark”“ Wait”。

In the past few decades, the phenomenon of "fake foreign brands" has spread throughout China's large and small industries. Fashion, clothing, bathroom, furniture, food industries... all are spared.

在过去的几十年中,“假冒外国品牌”现象已经在中国的大小行业中蔓延。时装,服装,浴室,家具,食品工业……一无所有。

The journal "Chinese and Foreign Entrepreneurs" published such a report in August 1997: At an international fair in the United States, Wuhan Lixing Power Co., Ltd. (

1997年8月,《中外企业家》杂志发表了这样一份报告:在美国的一次国际博览会上,武汉力兴动力有限公司(

At that time, only Japan, Germany and China were able to mass produce lithium batteries in the world. As the largest domestic researcher and manufacturer of lithium batteries, Lixing's product quality is not inferior to international products. However, the "Lixing" battery produced by it is not well-known at home and abroad, so in order to open the market, Lixing can only mark the KTS trademark on the product shell, and then sell it in the international market by foreign investors. In this way, Lixing has become a "foundry" in disguise.

当时,只有日本,德国和中国能够在世界范围内批量生产锂电池。作为国内最大的锂电池研究者和制造商,立兴的产品质量不亚于国际产品。然而,其生产的“立兴”电池在国内外并不为人所知,因此,要打开市场,立兴只能在产品外壳上标记KTS商标,然后由国外在国际市场上销售。投资者。这样,李兴变相成了“铸造厂”。

The domestic brands are not trusted, which is the main reason for Lixing's lower strategy. Because in China, there may be only a lot more consumers who prefer foreign brands.

本土品牌不被信任,这是丽星降低战略的主要原因。因为在中国,可能只有更多的消费者喜欢外国品牌。

Due to the lag of market and economic development, Chinese products have indeed been linked to the words "cottage" and "poor quality" for quite some time. on the contrary,

由于市场和经济发展的滞后,中国产品的确与“山寨”和“劣质”一词联系了很长时间。反之,

For some clever brands, only a simple layer of disguise is required to obtain such a rich additional meaning and easily capture the hearts of a considerable number of consumers. Why not?

对于一些聪明的品牌,只需要简单的伪装就能获得如此丰富的附加含义,并轻松吸引大量消费者的心。为什么不?

However, with the acceleration of globalization, a large number of well-known international brands have entered China, and the prosperity of "pseudo-European and American" that year gradually began to tilt towards "Japanese".

但是,随着全球化的加速,大量的国际知名品牌进入中国,当年“伪欧美”的繁荣逐渐向“日本”倾斜。

Due to the popularization of English, it is now easier for young people to recognize and obtain information about overseas brands. Simple spelling and grammatical errors can be seen at a glance, which also makes it more difficult for brands to pretend to be of Western origin. The Japanese language is relatively small, and there are very few friends who can find the spelling mistakes of the names mentioned above, let alone find bugs in professional terms such as product manuals.

由于英语的普及,现在年轻人更容易识别和获取有关海外品牌的信息。一眼就能看到简单的拼写和语法错误,这也使品牌更难于假装是西方血统。日语相对较小,很少有朋友可以找到上述名称的拼写错误,更不用说查找专业术语(例如产品手册)中的错误了。

In this process, Japanese cars such as Toyota and Honda, clothing and home furnishings such as Uniqlo and MUJI, medical and health brands such as Kobayashi Pharmaceuticals, and even bathroom brands such as TOTO have been blessed by word of mouth.

在此过程中,丰田汽车和本田汽车等日本汽车,优衣库和无印良品等服装和家具,小林制药等医疗保健品牌,甚至TOTO等浴室品牌也受到了口口相传的祝福。

As a result, "Japanese" has naturally become the "new favorite" for brands to imitate.

结果,“日本人”自然成为了品牌模仿的“新宠”。

The data also confirmed the charm of "Japanese" products. According to the "Observation Report on Japanese Products in China's E-commerce Industry" jointly issued by Tmall and Nomura Research, among Chinese e-commerce shopping consumers, both the sales and the number of purchases, the share of Japanese products is very impressive (

数据还证实了“日本”产品的魅力。根据天猫和野村证券联合发布的《中国电子商务中的日本产品观察报告》,在中国电子商务购物消费者中,无论是销售还是购买数量,日本产品的份额都非常可观(

But in the final analysis, whether it is a "pseudo-Japanese" or a "pseudo-foreign brand", it is a manifestation of the lack of confidence of domestic brands. This is not only the laziness of the brand, but also the result of consumers voting with their feet.

但归根结底,无论是“伪日本”还是“伪外国品牌”,都表明了国产品牌缺乏信心。这不仅是品牌的惰性,也是消费者用脚投票的结果。

French sociologist Jean Baudrillard pointed out in "Consumer Society" that we have now stepped into a stage of a consumer society in which people are surrounded by an astonishing amount of various items.

法国社会学家让·鲍德里亚(Jean Baudrillard)在“消费者社会”中指出,我们现在已经进入了一个消费者社会的阶段,在这个社会中,人们被数量惊人的各种物品所包围。

Fortunately, the rise of concepts such as new domestic products and new Chinese styles has not only allowed consumers to realize the potential of domestic products, but also forced domestic manufacturers to continuously iterate their products and technologies and launch more products that meet market expectations.

幸运的是,新的国内产品和新的中式风格等概念的兴起不仅使消费者意识到了国内产品的潜力,而且还迫使国内制造商不断迭代其产品和技术并推出更多满足市场期望的产品。

When the symbolic value of domestic products does not need to be added by foreign elements, when brands are more willing to print "domestic" in a prominent position, and consumers are more willing to pay for domestic products, it may be the moment when domestic products truly rise.

当不需要通过外国元素来增加国内产品的象征性价值时,当品牌更愿意在突出的位置上印刷“国内”产品,而消费者更愿意为国内产品付款时,这可能是国内产品的时刻。产品真正崛起。

By Amy and luoxianbei

by Amy安定落陷被

Luo Xianbei and Xiao Tang

luo X Ian备案的ξ AO tang

Qi Zhen, Zheng Shuya

Q i Z很, Z横S虎牙

The title picture comes from the network

标题图片来自网络

Interactive today

今日互动

Hi, my friend, have you ever bought a fake Japanese product that looks like Nissan’s actual domestic product? What was your mood at the time, come and share with us!

嗨,我的朋友,您是否曾经购买过仿制日产实际国内产品的假日本产品?您当时的心情如何,请与我们分享!

This is DT Jun 2020

这是DT Jun 2020

To be original, you need the support of iron men, please!

要原创,请需要钢铁侠的支持!

 
 
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