Valentino was abused by the chief responder: Genuine only sold in first-tier cities

A "Valentino" blouse was sold at a price of "38 yuan per item". This situation was performed every day in Beijing, Shanghai and other cities. The "Valentino", who owns a luxury brand, is facing the embarrassment of "being sold on the streets." Brand expert Gu Huanyu said in an interview with the media that there are more than 160 branded clothes with the word “Valentino” in the country. This brand has been very difficult to save itself.

160 is this data true, why a high-end brand will fall into this situation? The reporter passed the overseas representative of Valentino in Shanghai and talked to the Italian designer Zhuo Fanni Valentino's wife, Annabella Valentino (hereinafter referred to as “Valentino”). As a brand owner of Valentino, she analyzed the current situation of Valentino.

Genuine only for sale in first-tier cities

Reporter: In China, there are several “Valentino” stores that are really famous. What is the distribution of the current cities in China?

Valentino: At present, there are only three real “Valentino” in China. They are all legitimate and have different markets. “Cristiano Valentino” is the only real Valentino who has established a complete brand business in China. It has comprehensive fashion products and its high fashion products have occupied the market since 1997. On the contrary, there are only two stores in the country, and Mario Valentino is limited to leather shoes and leather goods.

There are many national sales outlets for Zhuo Fanni Valentino. There are more than 60 men's specialty stores, more than 70 men's counters, and more than 100 counters for men's leather goods. Beijing Yansha Friendship Shopping Mall, Shanghai Orient Shopping Center, Guangzhou Friendship Store and other provincial cities have basically covered the frontline shopping malls.

Reporter: In terms of sales performance, has the “cheap” brand had some influence on the sales of “luxury” brands?

Valentino: Because it has different customer levels, "cheap" brands will not affect "luxury" brands. Our customers are different consumer groups with cheap brands. GV aims at the high fashion market and high-income people. They do not like counterfeiting and can identify “noble” brands. They are willing to pay to meet their highest level of expectations. The corresponding price. On the contrary, counterfeiting “Valentino” is cheap and targets low-level markets. Their products can only be found in second-tier and third-tier cities, and their distribution channels can only be in D-level malls, supermarkets, and roadside places. Of course, this will, to a certain extent, affect the broadening of the market. In order to facilitate the identification of the aristocrats by authenticity, “Cristiano Valentino” is currently sold only in domestic first-tier cities.

Reporter: It is undeniable that the numerous “Valentino” signs on the street will affect the reputation of a brand in people’s hearts. Will Valentino have relevant measures for this?

Valentino: Designers such as Chauvin Valentino can guarantee unique designs, good craftsmanship and fabrics, and original products. These are to ensure better understanding and differentiation among Chinese consumers. GV products can only be found in famous shopping malls in big cities. They can never be found in supermarkets, markets, roadsides, etc. Because customer service is another important advantage, it can satisfy any customer's inquiries and problems.

The establishment of the Valentino Shanghai office is an important measure. The main purpose is to build a bridge between an Italian company and Chinese customers. Any verification of the distribution franchise, sales outlets, or products of the company can be contacted at the Shanghai office. Distinguish any information from our original products and counterfeits.

Valentino only has "three brothers"

Reporter: It has been reported recently that there are more than 160 clothing brands with the word "Valentino", of which only three are genuine. Is this statement accurate?

Valentino: Yes, there are only three really "VALENTINO".

In 1908, Mr. Vincenzo Valentino Valentino (Valentino is his true surname) founded the “VALENTINO” brand in Naples, Italy, and began to use this brand in his fashion products. In the next 50 years, he opened his own “VALENTINO” store in major cities of the world (Rome, Paris, and New York), and was quickly sought after by international movie stars and royalty. In 1954, his works successfully entered the cover of French “VOGUE” magazine with Cartier Jewelry.

In 1952, Vicenza Valentino officially registered the “VALENTINO” trademark, after which the trademark was passed to his heirs, first his son Mario Valentino Mario Valentino, and later his grandson Giovanni Valentino Giovanni Valentino. Therefore, Mario Valentino Mario Valentino and Giovanni Valentino Valentino Valentino are the two real “VALENTINO” brands and are the first to create the “VALENTINO” trademark.

In addition, in 1970, a young person named “Valentino” in the middle of the name “Garavani” began to use the name “Valentino” for clothing products, because trademark protection at that time had not yet been healthy.

The Valentino family failed to stop by legal measures. In order to reduce the damage, the Valentino family was forced to grant Mr Garavani the right to use “VALENTINOGARAVANI” in certain product categories. Therefore, although Mr Garavani is not a member of the Valentino family and is not legally inherited the "VALENTINO" trademark, he obtains the right to use the trademark through commercial agreements with Mario Valentino and Giovanni Valentino. Not long ago, Mr Garavani had already sold this right to another corporate group named Marzotto.

Therefore, Giovanni Valentino Giovanni Valentino, Mario Valentino Mario Valentino and Valentino Garavani are the three Valentinos worldwide. In addition, no other "VALENTINO" brand is real, and no other "VALENTINO" brand has anything to do with the Valentino family.

Valentino fights globally

Reporter: One fact that exists is that in many cities in China, there are Valentino shops selling "Valentino" signs while selling 38 or just a few hundred dollars. What do you think about the status of this "cheap" "Valentino" flood?

Valentino: Cheap "Valentino" products are irreproachable, just like cheap ones

GUCCI, PRADA, LOUISVUITTON products are the same. Cheap counterfeit products are famous all over the world, not just in China. The more famous you are, the more people will fake your brand.

Reporter: But as a high-end brand, it is still rare to be prefixed or suffixed with no reason, and then sold through other people. Is this because Valentino's work in trademark protection is not strong enough?

Valentino: International brand names must invest in the protection of trademarks, which is also a manifestation of customer interest. In Beijing, China, we have a full-time trademark consultant, Mr. Li Hongjian, to deal with these issues. We not only prevent the registration of any trademark with the name “Valentino”, but also work closely with the industry and commerce bureaus in various parts of China to use IPR anti-counterfeiting to detect counterfeit products. Their production and distribution at the same time severely cracked down on offenders. In the middle of counterfeiting operations, it also received great support from shopping mall managers across the country. However, as intellectual property laws have not yet been perfected, trademark owners and the Trade and Industry Bureau have not had enough power to effectively achieve their goals. With "Cristian Valentino" we can check, but other Valentino, we can not deal with.

It is worth mentioning that counterfeit products are only sold in the low-end market. This will make it difficult for the "Zaffani Valentino" brand to expand into the second-tier market. But for the first-tier cities, counterfeit products will not shake our market.