First, Only Products Have Brand -- Clothing Industry: Multi Direction Control Quality.

A few days ago, the Consumers Association of Beijing conducted a comparative experiment from the casual pants purchased at the shopping malls in Beijing. Among the 57 samples sampled, 21 samples were unqualified, and the safety indexes such as pH and color fastness were detected.

Among the unqualified brands, many well-known brands such as ZARA have been attracted by many consumers and media.

In terms of product quality, domestic clothing has always had a good performance. This is a good annotation to the fact that "made in China" is widely accepted throughout the world.

In terms of brand development, there is still a certain distance between domestic clothing and the world standard, but Chinese clothing is confident enough on the basis of brand development.

Nevertheless, the appearance of this event is worth waking up in domestic clothing enterprises: quality is the life of an enterprise, which can not be ignored at any time.

First, goods are licensed.

Quality first

For China

Just as

In fact, as early as a few years ago, the China Textile Industry Association proposed to increase the contribution rate of the brand, and quality became one of its core components.

Du Yuzhou, President of China Textile Industry Association, also stressed on many occasions that quality is the life of enterprises and brands and the cornerstone of brand value.

In this regard, Wang Zhuo, Secretary General of the China clothing association, said: "the clothing industry advocates the establishment of four in one brand: quality, innovation, rapid response and social responsibility, in which quality is the cornerstone of brand development.

If there is no quality, no brand, there is no foundation for brand development, there is no reason for the brand to allow consumers to recognize.

As the theme of the market, enterprises have a personal experience.

Xu Xiaodong, deputy general manager of research and Development Department of tiger clothing (China) apparel Co., Ltd., said: "if the quality of products can not be consistently maintained to satisfy customers, they will gradually lose customers.

Especially when the competition between brands is so fierce, it can be said that when customers are tired of all kinds of homogeneous brands, whoever catches the quality of the products will catch the customers.

In enterprises, there are numerous cases of enterprises concerned about quality.

Take Meyer as an example.

The product of Meyer finished garments is checked by needles. If the needle is not carefully broken, every part of the needle must be found, collected and registered, so as to avoid breaking the needle into the clothing and injure the consumer.

Once, a worker turned over and over again around the workbench in order to find the broken part, and even delayed lunch.

Similar situations have occurred in tiger cities.

In the winter of 2008, the North was extremely cold, and all of the tiger's high quality corduroy pants were passed all quality checks and excellent products. But because of the cold weather in the north, the trousers became somewhat stiff. Some of the agents of the tiger and consumers of tiger brands reflected the problem to the tiger.

The company headquarters will make a decision immediately, so long as the consumers do not approve, whatever the reason, resolutely change, we must make the consumers satisfied.

For this reason, the trousers were returned unconditionally, and there were more than 30 thousand.

"Although all of them are qualified products, they also cause certain losses to the company, but we can not affect customers' trust because of any problems."

Xu Xiaodong, deputy general manager of R & D Department of tiger capital, said.

The overall situation is getting better.

In recent years, the overall quality level of China's garment industry is constantly improving, and the overall situation is getting better.

The national clothing quality supervision and Inspection Center (Tianjin) is one of only two international clothing quality supervision and inspection centers in China. Meng Lingxiu, deputy director of the center, said that in recent years, the proportion of unqualified domestic clothing brands detected in the center has declined, and the overall trend has been improving.

"Now, the number of enterprises taking samples of fabric samples is constantly increasing, and the number of items required by enterprises is getting more and more detailed.

In the past, most enterprises took into account the factors of cost and production cycle, and fewer items were submitted for inspection. Most of them were regular projects. But now, under the combined action of internal and external forces, enterprises are increasingly aware of standards, and their awareness of production in accordance with standards is increasing.

Meng Lingxiu said.

This is also reflected in the consumer complaints statistics released by the Chinese Consumers Association.

In 2009, the number of clothing and footwear products received in China was 62764; in 2010, the figure dropped to 57620, down 8.2% from the same period last year.

According to Meng Lingxiu, the problem of unqualified clothing detected in China is mainly concentrated on fiber content.

On the one hand, some garment manufacturers in order to reduce costs and shorten the production cycle, they will be tagged directly according to the value provided by fabric suppliers, and fabric suppliers may also be able to do some numerical work in pursuit of greater profits. Finally, the fiber content is not checked.

On the other hand, the standard consciousness of the enterprise is not very strong. Only a batch of fabrics are sent to the inspection. All the fabrics behind are tagged according to the content of the batch. The fabrics of different batches are almost the same, but actually they are much worse.

Mencius also pointed out that clothing products were unqualified, some problems were not caused by clothing enterprises, but the reasons for the upstream industry chain, for example, fabric suppliers, if the fabric provided is not up to the requirements, it will easily lead to problems such as pH value, azo dyes and color fastness of downstream production enterprises.

Therefore, it is not only clothing enterprises, upstream suppliers of fabric enterprises, etc., should also comply with the national mandatory standards themselves.

Meng Lingxiu reminded enterprises that for garment enterprises, not only should they strictly enforce the national mandatory standards, but also implement the "textile and clothing instructions".

For example, the wet friction of some products sampled is not up to standard, and this index is required in the "textile and clothing instructions", which is not a qualified product.

At the same time, it is also necessary to comply with the instructions to consumers. If products are labeled first class products, they must meet all the requirements and testing items of first grade products.

Multi direction control quality

Good quality control is an important measure for enterprises to guarantee product quality.

Professor Wang Jianping, a professor of chemical fiber and testing technology, said that some enterprises believe that the quality inspection system is too much and too cumbersome.

And his view is that enterprises should put quality control into production process, and not simply put quality control in the last stage.

In this regard, Meng pointed out the correct procedures and methods for product quality inspection. Garment manufacturers should first send fabric samples to the relevant inspection centers, and make large-scale production until the number of indicators meets the requirements, so as not to wait until the finished garments are tested and fail again, and the enterprises will become passive and lose more.

In addition, the establishment of independent laboratories is one of the important measures for enterprises to guarantee product quality.

Sun Ruizhe, vice president of the China Textile Industry Association, believes that the establishment of a laboratory as the best mode to link the production, learning and research integration in textile and garment enterprises can help enterprises to establish a solid defense for internal quality control, actively improve the efficiency of new research and development, and help to bring about the characteristics of strong market orientation and rapid pformation of R & D achievements.

According to Cao Shi, director of the experimental Office of the China National Accreditation Committee for conformity assessment, the number of enterprises participating in laboratory accreditation has increased considerably every year.

As of September 30, 2010, the number of accredited laboratories reached 4136, while in 2001 ten years ago, the number was only 490.

From the geographical distribution of accredited laboratories, it is mainly concentrated in the more developed Guangdong, Beijing, Shanghai, Jiangsu and Zhejiang provinces.

For example, Anta has the first sports science laboratory in the same industry. The Anta laboratory occupies 2000 square meters and is equipped with more than 10 laboratories, including constant temperature and humidity room, room temperature room and chemical laboratory.

According to the introduction, the main direction of the Anta laboratory is to test the durability of the raw materials and finished products; to carry out R & D and technological innovation for the comfort, safety and functionality of sports shoes and sportswear, and to help the construction and management of the suppliers' laboratories.

Behind the international brand aphasia

The moon in foreign countries has no imagined circle.

Since April 10th, ZARA and other international famous brand casual pants samples have been exposed to the "quality gate". Until the deadline for press release, no one has come forward to break the silence and give the public a statement.

In the eyes of many Chinese consumers nowadays, foreign brands seem to be synonymous with good products.

In particular, buying some famous brands abroad can not only show their status and status, but also guarantee their quality.

However, many consumers are foolish enough to see this event. - the problem of "foreign brand" is less than that of domestic brands in terms of fiber content, color fastness, pH value and formaldehyde content.

Taking an unqualified ZARA casual pants as an example, the label in its fabric label is called "cotton content is 75%, wool 20%, polyester 5%", and the actual test result is that the cotton content is 68.2%, less than 6.8% of the label, wool is only 10.6%, less than half of the label, polyester fiber is polyester, that is, the polyester content is 15.7%, more than two times the label.

In the comparative test of color fastness, the color fastness of ZARA products was the worst, and 3 items of acid resistance, sweat resistance and moisture resistance were not qualified.

In fact, ZARA is not the first time that the quality of products has been detected in China.

According to incomplete statistics, ZARA has been at least 7 times "quality gate" since August 2009.

In recent years, ZARA has become the "familiar face" in the list of non conforming products of industrial and commercial departments and quality inspection departments.

In August 2009, the Shanghai city commerce and Industry Bureau inspected sandals sold in Shanghai, and detected ZARA sandals in the substandard products. In December 2009, the Beijing Consumers Association detected that a coat of ZARA coat was unqualified, with a nominal down of 50% down, and the amount of measured cashmere was only 40.5%. In January 2010, the Shanghai industrial and commercial bureau announced some unqualified cashmere wool products and children's clothing, and ZARA was still on the list, and the color fastness of a baby jacket sold was not up to standard.

Also in January 2010, Harbin industry and Commerce Bureau sampled quality samples of clothing and knitted goods distributed by shopping malls and clothing stores in the city, and detected ZARA's unqualified clothing.

In addition, during the interview with Meng Lingxiu, deputy director of the national clothing quality supervision and Inspection Center (Tianjin), the reporter also learned that foreign brands often had problems on the product tag, resulting in incomplete product information and obstructing or misleading consumers in understanding product performance and other useful information.

"There have been problems with foreign brands such as shrinkage, pilling, and down filling of down garments."

As the saying goes, do in Rome as the Romans do.

The export of Chinese products to foreign countries must conform to the corresponding quality and safety standards of the exporting countries.

However, foreign brands have not entered the "fair treatment" in China, and many foreign brands entering China are in line with China's quality standards.

This is why the quality problems of foreign brands are frequent, but few foreign brands take the initiative to send products to relevant inspection departments in China for testing.

Take the national clothing quality supervision and Inspection Center (Tianjin), one of the two international clothing quality supervision and inspection centers at present, for example, "the majority of entrustment tests currently accepted are domestic clothing brands or enterprises, and foreign brands such as ZARA are rarely actively sent to the market for sale in China."

Meng Lingxiu, deputy director, introduced.

Most of the foreign brands are priced higher than the domestic brands of the same kind, but high prices do not bring high quality, and their high brand reputation is not proportional to the quality of their products.

The ancient law of "one penny per cent" is being shaken by the "quality crisis" of foreign brands.

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There may be a surge of undercurrents.

After the "quality gate" took place, the reporter visited several foreign brand stores involved in several large shopping malls in Beijing. It seems that this incident did not affect the daily sales of these brands.

Some people think that nowadays consumers are more concerned about the design and style of clothing when they buy clothes, and their attention to product quality is gradually weakened. Clothing quality is a guarantee factor for consumers rather than an incentive buying factor.

There are also analysts in the industry who say that ZARA has not yet encountered rival competitors in its domestic brands, and that its brand awareness has long been "well known", making it less concerned about these "negative news".

However, under the surface calm, the undercurrents have already surged - the complaints and suspicions of agents and consumers, and even the shaking of brand confidence has emerged.

For agents, if the brand of the agent has a quality problem or a "blacklist" of the Consumer Association, it will suffer losses not only in profits but also in other brands that he is acting for, thereby bearing even greater reputation and loss of interests.

A well-known brand agent who has had such experience complained that it is difficult for an agent to set up an image in the consumer's mind without giving protection to agents. This is not a permanent solution.

As an agent with conscience and "long term", it can not pretend to sell the problem products, because consumers will no longer trust themselves even if they are to act as agents in other brands.

Finally, the agent can only withdraw the unqualified products, though the manufacturer will return the goods, but his distrust of the brand has already been formed.

As the most direct perception of the product, it is also a consumer who has always been a God. If they have doubts about the brand, the danger is even more serious.

When some consumers know that ZARA and other brands have always been identified as quality problems, their first reaction is mostly consternation, and then they may be reconsidered.

"A brand that I like very much. I have a question mark in my mind."

A netizen named Sara-yu2011 said.

Some consumers did experiments in order to distinguish the true from the false. They rubbed the pants that had just been bought, and found that there were cracks in the color of the rubbed places, which was inevitable.

Other consumers worry that the formaldehyde content is too high and the pH value is unqualified, which will have an impact on their health.

Although some people choose the "indifferent" attitude, they think that as long as the style is good, the quality can be accommodated, but the consumer's patience with the quality of products is ultimately the bottom line. If consumers wait for a collective outbreak, I'm afraid the brand is regretful.