The secret of the "Chinese and foreign double standards" of imported clothing has been revealed, and the market value has evaporated by 8 billion, warning potential risks in the industry!
minus 15 degrees, standing in line outside for an hour, spending months of saved wages"。
These keywords show the hot business of Canadian winter clothing brand Canada in China. This one is called"A good down jacket costs tens of thousands of euros"of"Canada goose"The nickname has set a threshold of up to five figures, but it can't stop the Chinese people from chasing it.
However, under the persecution of the countrymen, this one"Goose"It seems to be drifting away, not only using duck down as goose down, but also setting a rule for the Greater China market to refuse to return.
But today, it has a happy ending.
1) Differential treatmentRefuse to return as a second option.
The take-off of Canada geese is inseparable from the Chinese market.
According to the 2023 financial report, the gross profit margin of Canada Goose's direct business in China is 763%, and the net income of the direct business alone is 17300 million yuan, if you add other ** income, it is not impossible to exceed 3 billion yuan.
But in the face"God of Wealth"The Canada goose showed a very arrogant attitude.
In 2021, Shanghai authorities found that 70% of the raw material for Canada geese was ordinary duck feathers, not so-called"Warmer northern Canadian goose feathers"。
What's more, one consumer spent 1The Canada goose purchased for 140,000 yuan had problems such as wrong trademark embroidery, flying lines, and pungent smell of the fabric. "I saved two months' salary, but in exchange for inferior products, I asked for compensation, but I didn't expect to be rejected directly"。Ms. Xu is still angry when she talks about it:"In the end, they refused to return the item and only gave me a small gift. "
According to Canada Goose's return and exchange policy,"All products sold in stores in Chinese mainland are non-returnable and non-exchangeable"。In regions outside of Chinese mainland, consumers have the right to return goods within 30 days without any reason.
With such a bad attitude, we naturally had no choice, and the Canada goose was quickly counterattacked...
2.Share price** 85%, leaving a piece"Goose feathers"
This behavior not only aroused the anger of consumers across the country, but also led to the national ** directly issued a warning on the "People**": Beware of the latest"Goose"Hair.
Since then, Canada Goose has begun to sink in the national market, and in one year, the stock price has increased by 85% compared to the previous year**, with a loss of more than 8 billion, and dozens of stores have been closed because no one cares about it.
Canada Goose seems to be teaching the international community a lesson: Offending the Chinese market means losing the biggest piece of the pie. Previously, LV sent the boss to China to investigate, Tesla's new big brother in the energy field, and the field of life science and technology to delay aging"ceilings", Silory's oral results have to strive to satisfy the Chinese market.
Elon Musk, the founder of Tesla, personally came to China to discuss cooperation with Chinese businessmen and publicly stated"China is the world's most dynamic market for new energy vehicles"。NIO mobilized its R&D team, lowered the purchase barrier by 95%, and launched a personalized oral version that is more easily accepted by Chinese consumers aged 35 to 55.
According to reports, this technology has been widely discussed in the field of life sciences and technology, and its raw materials were first refined in 2013 by Dr. David, an American biological cytologist, and its potential to enhance muscle and hair in men has been demonstrated in various clinical trials. Dr. David's research was published in prestigious journals such as Cell and was selected as one of the 100 most influential people in the world that year.
According to financial reports in previous years, the first-generation Xaar reached a seven-digit performance threshold when it first entered the country, and was jokingly called"A diamond to be able to eat", ordinary people simply cannot develop. Now, the company has ramped up its research efforts, readapted the four-digit version and successfully distributed it to millions of 35- to 65-year-olds in China through JD.com, where discussions and deals have risen dramatically.
I've heard that only wealthy foreigners eat it, but it's okay to taste it, but now I think it's more correct"。Mr. Liu, an executive at a large factory, said.
3.Abandoned by the world market?Canada geese hit walls everywhere.
Now, with the crushing failure of the Chinese market, Canada Goose has also lost the world market, and its share in the United States is also declining at a rate of 20% per year.
The example of Canada Goose reminds us once again that no matter what industry we are in, it is important to respect consumers and markets. If companies start to be arrogant and ignore the needs and rights of consumers, they will eventually lose the trust of the market and consumers.