Yellow River Review | Famous Chuang Youpin "Pseudo -Japanese" storm: Why do real domestic China say "foreign words"?

New Yellow River commentator: Zhao Xiaoxin Zhang Chengti

Not long ago, Mingchuang Youpin posted a post on the "Princess Series Blind Blind" on its Instagram account in Spain, which will call the dolls wearing Chinese cheongsam a "Japanese artis", which causes anger. The storm triggered by this Spanish agency operation institution did not calm down with the apology and contract of Mingchuang Youpin. Subsequently, Mingchuang Youpin was one after another "hanging the Japanese flag in the signing ceremony".

Netizens, as Chinese retail companies, packaged themselves as "Japanese companies", have come to an unprecedented question, and once again send this veteran of this "true domestic and pseudo -Japanese system" to the cusp of public opinion. Let many people think back again: Why do you love to say "foreign words" so much? And these "foreign words" seem to be unpredictable?

Eating the "pseudo -Japanese system" dividend, but also to bear the symbolic backbone

As one of the branches of "fake foreign cards", the "pseudo -Japanese system" has replaced "pseudo -Europe and the United States" in recent years to become a new consumption trend. The "Japanese" style has become the new favorite of some brands such as snacks and retail products. In addition to Nutcho, the new consumer brands that are familiar with the vitality forest, Naixue's tea, Fushimi Taoshan and other young people have used Japanese culture -related elements to attract consumers with Japanese culture -related elements. Someone summarizes that as long as Hokkaido, Kyoto, and Fushimi are added before the birth, adding one or two Japanese Japanese in the product name, the "Japanese" style in the "Japanese system" style is created in the product name. Essence

Mingchuang Youpin Store has attracted many young people consumption pictures from official Weibo

There are many domestic brand routines, which are staggering, but the "extreme cost -effectiveness" experience and a "better life" imagination still attract consumers to go forward and make manufacturers "change their heads" for themselves. In addition to the Japanese logo and a Japanese brand suspected of "cottage", Mutamoto has registered a company in Japan, and also hired an unknown Japanese designer to endorses. "The brand image. Although the plagiarism questioned the entanglement and was continuously involved in the infringement storm, its development and growth and successful went to sea, but in the context of the times, the success of this "label" and "replacement of blood" routines.

It is true that Japanese style can be a favor of a aesthetic style to become a favored choice for merchants, which has no original crime. What is really uncomfortable is the behavior of "entering the drama too deep": when signing a contract with foreign partners, the Japanese flag will be hung at the scene; after going to the sea, the Japanese brand will be self -contained. As soon as the consumers in overseas stores entered the door, they heard Japanese asks ... It has worked unremitting efforts for the "Japanese bloodlines" for many years, but now in public opinion storms, they emphasize that they are Chinese retail companies. The "Japanese enterprise" identity of hard work and loneliness has become a laughingstock.

Netizens posted the logo of "From Japan" in famous American stores in the United States Store

The brand eats the "pseudo -Japanese" dividend, and naturally it must also bear the risks behind the Japanese symbol. Last year, Nongfu Spring produced a bubble water, which mentioned in the promotional language that Dawn Bai Tao was produced from "Fukushima Prefecture, Japan", and a serious nuclear leak has occurred in Fukushima. This association triggered a strong resistance of netizens. Nongfu Shanquan had to come out to admit that the so -called dawn white peach was nothing but the taste created and deployed by itself, which has nothing to do with Japan. First eat bonus, and then clarify the relationship after turning over the car. This case that uses words to "deceive consumers" is too typical. It is not difficult to see the ridiculous and absurd of the brand's self -made behavior.

According to Article 20 of the Consumer Rights Protection Law of the People's Republic of China. "Publicity of people's misunderstandings", if the brand deliberately releases one -sided information in the marketing process, misleading consumers, it is suspected of infringing consumers' right to know and disturbing market order. As a native Chinese enterprise, Mingchuang Youpin has always spared no effort to shape the image of the Japanese brand at the end of fine branches. From this point of view, it is obviously difficult to escape the suspicion of "false propaganda". dissipate.

With the development of the Internet and the rise of new domestic products, the mask of the "pseudo -Japanese system" has gradually been exposed, and many brands have smelled the development crisis. In recent years, the famous and vitality forests, etc., are gradually "going to Japan". It is not unsightly to replace packaging or LOGO text with a series of behaviors such as Chinese, cooperation with Guo Chao IP, etc. to the domestic goods camp. However, it is easy for people to get rid of Japanese culture elements. It is difficult to change people's hearts. The so -called "the world of adults has no retreat". For the past choice of choice, it is the responsibility of a mature enterprise. How to make netizens accept the background of the brand tone and buy it for the behavior of "replace the bloodline". The "pseudo -Japanese" brand must answer important questions in the future.

The rise of domestic goods and national tide, accelerate the "removal" of foreign brands

From Pilkan to Metusbon Wei, for many years, there are not a few companies that are "real domestic and fake foreign cards" as well as well -being, and there are many media reports. The product is also questioned by such densely. The reason is that the domestic economic environment has jumped and national emotions have transformed by the rise of national emotions. The blind trust of the "foreign cards" has gradually become the expectation of the rise of domestic brand brands. The marketing logic of many "fake foreign cards" lies in the superstition of "foreign products" profitability and unconfidence in local brands. Looking at it at the moment, this is actually the disconnection of corporate marketing thinking and market demand. Of course, disconnection at this time means that it must be rails at the time. If you want to figure out the logical evolution and the transformation of the public consumption psychology, you need to find the cause from the past.

At the beginning of the 21st century, China joined the WTO organization and began to integrate into the world economic tide. At that time, the economic level was large compared to developed countries in the world. , And left a better impression in consumers. In this context, many companies are forced to protect themselves or smell favorable maps, formulating the brand of "export" to "domestic sales" to create a strategy. Youpin is a "best" who knows this. A series of operations allow them to have more than 5,000 stores in 100 countries and regions around the world.

In addition to the influence of the background of the times, the popularity of the "pseudo -Japanese system" actually reflects the lack of experience in making domestic brands in creating product application scenarios and creating consumption habits. French sociologist Jean Portryia pointed out in "Consumer Society" that "people's consumer behavior is not based on the value of commodities, but the meaning of symbolic meaning behind the product." For a long time, few brands can refine the labels and symbols that can bring emotional resonance to the public and obtain a symbol recognized by most people from the complicated local elements and traditional Chinese culture. In contrast, minimalist and exquisiteness seem to be synonymous with Japanese life scenes. "Japanese production" not only means high quality, but also implies the quality of life of "exquisite and beautiful" to consumers. At the beginning of brand marketing, the vitality forest focused on associating the product with Japanese -style life aesthetics. It attracted consumers' attention in a short period of time and had the brand's strong recognition.

However, such a marketing strategy of "labeling" and "changing blood" is too short. The development of an enterprise, in fact, needs to be dull and withstand the test, the so -called shortcuts can never be obtained by changing a sign. It can also be seen from the case of Mingchuang Youpin that the more brilliant it was, the more supportive after the gradual change of social value.

The rise of domestic goods and national tide has accelerated the "removal of charm" to foreign brands to a certain extent. In recent years, China's economic development has been obvious to all. It has long become the world's second largest economy and manufacturing industry. The endogenous upgrade of the economy has brought about the quality of the industry chain process technology. Protection. At the same time, the development of economic development has brought a materialistic mentality to consumers. The strong "out of the circle" of domestic products brands such as backpower shoes, white elephant instant noodles, Hongxingrke, etc., although there are certain accidental factors, which actually meets consumers' psychological expectations.

Right now, Mingchuang Youpin sent a statement in an apology statement on foreign social platforms, deleting the phrase "Famous Chuang Youpin as a global development of Chinese retail companies". There are differences in inside and outside. Obviously, sincerity is limited, it seems that the public does not buy a account. It is not difficult to understand. The starting point of this emotion is not that the culture of other countries is not good, but that local brands have no need to be so "charming", and they are recognized by the sea and do not have to use the "halo" of other countries. Among them, it is quite angry.

Is it deeply cultivating the new Chinese and new domestic goods, strive to tell the story of Chinese, or continue to put on the "foreign card" camouflage, and take off fast lanes to take off quickly? Which is "Kangzhuang Avenue", presumably the company's own answer.

Edit: Weekend

- END -