Hangzhou women's clothing brands are currently facing a significant challenge from online counterfeit shops. The well-known brand "Jiangnan Commoner" has over 147 registered stores, and hundreds of online shops are selling similar or fake products under the name "Jiangnan Commoner." Starting last year, the brand has actively reached out to regulatory authorities on Taobao, requesting the removal of counterfeit sellers. This summer, Jiangnan Commoner, along with other Hangzhou-based brands like Three Colors and Coco, worked with relevant departments to address trademark infringement issues.
The brand has enjoyed strong sales performance, with more than 500 physical stores across China and over 10 international outlets in the U.S., Japan, Thailand, and Russia. Notably, there is even a 200-square-meter store near Red Square in Moscow. Despite high prices, the business remains highly profitable. However, this success has attracted copycats and counterfeiters, leading to a growing problem of fake online shops.
Jiangnan Commoner launched an online crackdown last year. As one of the founders, Choi said, “Shoppers are using our popularity to run their own businesses, which negatively affects the sales of our official stores.†Other brands such as Autumn Iraqi, COCOON, and FIRSTVIEW have also seen impressive growth in sales, retail outlets, and employee salaries over the past year. Yet, they too are struggling with the impact of online counterfeits.
“We’ve set up a dedicated department to combat online fakes,†said General Manager Cui Jian. “Every month, we take down several fake stores, but the number keeps increasing. It’s consuming a lot of resources.â€
Starting from scratch a few years ago with just a few sewing machines, many Hangzhou women’s clothing executives have built successful businesses. Dunli Fu, General Manager of Female Diary, recalled: “After graduation, I had very little capital. I started by hiring workers and buying fabric from the market, bringing it back to the workshop. We often worked from morning until late at night, sometimes even skipping meals. These were tough times, but we made it through.â€
Today, Hangzhou women’s clothing brands are well-known both domestically and internationally. They invest heavily in advertising, promotions, and staff training, earning recognition from consumers and becoming best-selling names. However, the rise of online counterfeit shops is now threatening the real economy of the industry.
“Brands require a lot of investment in the early stages, relying on product quality to generate profits later. Unauthorized shops that sell non-branded products harm the interests of the original companies, potentially dealing a fatal blow to the development of Hangzhou women’s fashion,†said Ding Wujie, General Manager of San Cai Women’s.
Jiangsu Think It Long Imp&Exp Co., Ltd. , http://www.thinkitlong.com