Why Should The Paris Family Pfer Their Production From Italy To China?

According to the world clothing shoes and hats net, shortly after entering the 2018,

The brand "BALENCIAGA" has pushed itself onto the cusp of public opinion. They pferred the production site of Triple S from Italy to China, which triggered the heated debate among netizens.

01 BALENCIAGA Triple S "move"

Recently, BALENCIAGA has caused a great stir on the Internet. This is not because it is too ugly or too expensive, but because they moved the factory that made Triple S to China.

BALENCIAGA Triple S is currently

The most popular sneakers in shoes.

According to the paction data of the resale website of StockX.com, Balenciaga Triple S not only sold the first place, but also accounted for 52% of the total sales of all luxury shoes.

Share, it also ranks first in resale market price increase, reaching 52% market price increase, and many luxury shoe sales are also discounted.

When Triple S was on sale, a Reddit user posted on the social media platform, saying that the place where he bought the Triple S was not the original Made in Italy, but the Made in China, and some of the interfaces on the shoes were irregular.

He then asked the brand customer service department to confirm that the official Triple S manufacturer had moved from Italy to China because Chinese manufacturers were able to produce lighter shoes.

The shoe price is still $850.

In response, most netizens expressed dissatisfaction with the price.

They think that China's manufacturing process is quite different from that of Italy. Italy has always been famous for its exquisite handwork, while China is mainly based on mass production.

But there are still a small number of netizens who believe that there is no evidence that China's manufacturing is worse than Italy's manufacturing. China also has many factories that are very well craftsmanship. Many people say that the quality of Chinese made single products, such as Arc'teryx, Prada, visvim and so on, is very good.

However, why do most consumers care about Made in Italy becoming the label of Made in China?

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02 origin complex

According to the global luxury report, 86% of Chinese consumers are reluctant to continue buying because of the word "Made in China" on luxury brands.

In the field of luxury goods, customers usually purchase goods based on three kinds of interests: functional interest, emotional interest and symbolic interest.

The core value of more luxury consumers is the "symbolic value" which is attached to the value of goods, which is the psychological feeling brought by luxury goods.

Especially in the gradual formation of luxury consumption concept in China, this origin complex is particularly obvious.

For entry-level buyers, they want their brand Logo to be worth the money; for those who are well versed in luxury culture, they also hope that the high cost they spend can be linked to the cultural environment and the details of their production.

According to the survey, some customers think, "since we spend a lot of money on buying, we prefer to buy pure products of the same lineage, which is the value of luxury goods".

For other customers, luxury labels are not very reliable, and they do not pursue where their origin is.

This part of the customer comes from Europe.

Regarding the issue of product origin label (on importance and credibility), BOF reported the research results of Exane BNP Paribas and Contat Lab.

There are many famous international brands, such as Chanel, Dior, Dolce&Gabbana and Coach, which are rarely introduced to the product's original information, and consumers can't find out whether the purchased products come from the brand founding country.

Some brands are relatively good. The high-end product lines will indicate where they come from. For example, Giorgio Armani's product information is marked "Made in Italy", but its secondary line or low-end product line is much more lazy, for example, the label of Armani Jeans is only "imported" two words.

The same is true of Burberry, Ralph Lauren and so on.

Burberry black label, blue label product

In fact, from clothing to handbags, jewellery to watches, almost every luxury industry has built its overseas factories except in its own country. LV's skin is produced in Spain. Many of the product lines of Armani are made in China (such as Emporio Arman, Armani Casa, AJ ArmaniJeans, A/X Armani Exchange, etc.), except for the leather made in the UK, and the blue and black products made in Japan for Japanese market.

It is no big news for these luxury accessories to be pferred to China.

03 the "Crux" made in China

As the world's largest consumer of luxury goods, China is also an important manufacturing country for many brand products.

Since 80s, many famous international brands have been looking for production bases in the coastal areas of China's mainland. Many overseas and old brands that have been decades or even hundreds of years old have gradually made manufacturing and processing links in mainland China.

According to the global luxury report data, as of 2009, 60% of the international luxury brand China has its own production line.

In 1996, when Lew Frankfort got on the CEO position and took over Coach, it started printing "Made in China".

In March 2007, Burberry put forward the "globalization" plan to move the production line to Shenzhen, Guangdong, and thereafter set up factories in other major cities in the country.

In 2011, Prada announced that it had become a Chinese foundry enterprise, which is equivalent to disguising that Prada has a production line in the mainland of China.

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When luxury goods come to China to build factories, they will still take a subtle attitude towards the production areas.

Just as overseas luxury brand tellers are selling goods, they emphasize that products are imported directly from the country of origin, rather than having a relationship with Chinese foundry enterprises.

In 2012, Burberry closed a foundry plant in Guangzhou.

The reason for the closure of Guangzhou foundries is that workers' working hours and working environment standards fail to meet the standards and violate the provisions of the British ethics and Trade Organization.

However, some people in the industry have analyzed that the sharp decline in sales in China is also an important reason.

In January 11, 2016, the Dongguan Xing ang footwear industry announced the closure of the factory. The main products of the factory were women's shoes, including Nike, Prada and other famous brands.

According to the announcement issued by Dongguan Xing ang footwear industry, due to the impact of the economic situation, the company's customer orders have shrunk seriously, and it is difficult to continue to operate. Therefore, the decision to stop production and lay off workers has been made.

To sum up, the reason for these factories to be closed down gradually is that mainland China is not suited to the mode of luxury production. Whether it is cheap or low in production cost, the Chinese mainland needs further efforts in the field of luxury goods processing.

But these luxury factories are both good and bad for the mainland. First of all, they solve the employment problem of the mainland labor force. At the same time, the low cost of labor and the cultivation of overall quality are all urgent problems.

Next, BALENCIAGA Triple S will be labeled with "Made in China". Will you buy it at that time? Maybe at that time, you will not care where BALENCIAGA Triple S comes from, but you can buy a pair.

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