Hangzhou's women's clothing industry is currently facing a significant challenge, as numerous online shops have been selling products under the name "Jiangnan Commoner" without authorization. It is estimated that over 147 shops are involved in this practice, with hundreds of similar stores offering counterfeit or imitation versions of the brand. Last year, Jiangnan Commoner took action by reporting these unauthorized sellers to Taobao and requesting the removal of fake products. This summer, several key figures from Hangzhou, including bosses from brands like San Cai, Cocoons, and Firstview, joined forces with relevant authorities to address trademark infringement issues.
Despite the challenges, Jiangnan Commoner has enjoyed strong sales performance, with more than 500 retail outlets across China and over 10 stores abroad in the U.S., Japan, Thailand, and Russia. One of its flagship stores is located near Red Square in Moscow, covering 200 square meters. Even with high pricing, the store remains busy, reflecting the brand’s strong market presence.
However, the brand's popularity has also attracted counterfeiters. Many online sellers have tried to capitalize on the brand's reputation, leading to a surge in fake products. In response, Jiangnan Commoner launched an online crackdown last year. "Shoppers are using our brand's popularity to run their own businesses, which negatively affects our legitimate physical stores," said Xiao Chao, a representative of the company.
Other brands, such as Autumn Iraqi, Cocoons, and Firstview, have also seen impressive growth in recent years. Their sales, number of outlets, and employee salaries have all increased significantly. Yet, they too are struggling with the impact of online counterfeiters. "We have a dedicated team to combat counterfeits online, and we remove several fake shops every month. But it's an ongoing battle, and we've invested a lot of time and resources into this," said General Manager Cui Jian.
The journey for Hangzhou's women's clothing industry hasn't been easy. A few years ago, many executives started with just a few sewing machines and limited capital. Dunli Fu, General Manager of Female Diary, recalls: "After graduation, I had very little money to start a business. I hired workers, bought fabric from the market, and brought it back to the workshop. We often worked from morning until late at night, sometimes even skipping meals just to meet deadlines. These were the hardships we faced on our own."
Today, Hangzhou women's clothing brands are well-known both domestically and internationally. They have invested heavily in advertising, promotions, and staff training, and their products are widely recognized by consumers. However, the rise of online sales and counterfeiters poses a growing threat to the real economy. "Every brand requires significant investment in the early stages, and relies on those products to generate revenue later. Unauthorized shops that sell non-branded products harm the interests of the companies and could be a fatal blow to the development of Hangzhou's women's clothing industry," said Ding Wujie, General Manager of Hangzhou San Cai Women's.
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