"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.
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.
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.
The so-called "pseudo-Japanese" is actually selling domestic products by pretending to be Japanese products.
"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.
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 (
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.
Those who have done a good job in this regard are the familiar Internet celebrity Genki Forest and 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.
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).
This kind of pseudo-Japanese approach seems familiar, and the marketing logic behind it seems to be "similar to the earlier fake foreign brands".
When DT was a child,
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.
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.
Of course, the hottest one is "Valentino".
I believe many people have such memories when they were young:
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",
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".
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".
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.
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. (
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.
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.
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,
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?
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".
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.
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.
As a result, "Japanese" has naturally become the "new favorite" for brands to imitate.
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 (
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.
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.
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.
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.
By Amy and luoxianbei
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
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!
This is DT Jun 2020
这是DT Jun 2020
To be original, you need the support of iron men, please!