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Thoi trang hang hieu gia van "song khoe"

Nam bat tam ly ua chuong hang hieu cua nguoi tieu dung tai TP.HCM thoi gian gan day xuat hien kha nhieu cua hang thoi trang trung bien "kinh doanh hang xuat khau" va tu nhan minh chuyen cung cap hang hieu My do cac nuoc nhu VN, Campuchia, Malaysia... gia cong cho cac hang thoi trang. Tuy nhien, day co phai la san pham gia cong that hay co tinh gia hang gia cong thi nguoi tieu dung kho ma phan biet duoc.

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Mot cua hang tu nhan chuyen ban hang "gia cong xuat khau" tren duong Le Van Si (Q.3) rat dong khach vao buoi toi. Anh: Ng.Sa

Ban hang gia thu tien... that

Vao cua hang T.T tren duong Le Van Si (Q.3), noi co tam bien “Hang xuat khau” to dung tren bien hieu nhieu khach hang khong khoi tram tro vi hau het cac nhan hang thuoc Top hang hieu My deu co mat tai day nhu Guess, G.A.P, Old Navy, Unione Bay, G-Star, D&G... Ben canh mat hang chinh la quan ao con co ca cac mat hang thoi trang khac nhu tui xach, giay dep, non... va tat ca deu gan tren minh cac ten tuoi noi tieng.

Mac du la “hang hieu” nhung gia ban cua cac san pham tai day tuong doi “mem” nhu ao thun tu 50-150.000d/ao, quan jean khoang tu 100-200.000d/quan, tui xach cung chi tren duoi 150.000d/san pham. Hang hoa o day duoc xep chong chat len nhau khong can treo moc hay trung bay cau ky nhu cac shop thoi trang thong thuong. Phong cach mua ban cung la, nguoi ban khong can cheo keo, moi moc chi lang im quan sat khach hang.

Khi thac mac ve nguon goc san pham, nguoi ban hang moi len tieng cho hay: “O day toan la hang Campuchia gia cong cho My, hang hieu chinh goc ma gia re beo nen tui chu yeu ban cho khach quen, khong phai lo!”. Sau do, nguoi ban hang cho biet them trong nha co nguoi buon hang ben Campuchia, moi tuan mot lan “danh” hang ve VN, vi la hang gia cong ton kho nen mua duoc gia re. 

Qua mot shop khac tren duong CMT8 (Q.10) cung la noi chuyen kinh doanh “hang xuat khau” nhu vay, cung co cac mau ao va nhan hieu tuong tu nhu ben cua hang T.T, gia ca cung khong chenh lech nhieu. Dieu dang noi la nguoi ban hang o day lai cho biet hang nay duoc gia cong tai VN. 

Hau het cac san pham “hang gia cong” tai nhieu shop khac nhau tren dia ban TP.HCM, deu na na nhu nhau ve chat lieu vai, kieu dang va gia ca. Tuy gan mac la ten tuoi cac thuong hieu noi tieng nhung duong may khong sac sao, chat lieu vai la neu keo va vo manh tay co the nhau, do long... Hon nua, neu dung la hang gia cong thi lieu co chuyen cac cong ty gia cong dam dem ra ban hang loat san pham gia cong cho doi tac?

Mang thac mac nay gap chi Ngoc Nhi, mot nguoi co tham nien hang chuc nam kinh doanh trong linh vuc thoi trang o cho An Dong, chi Nhi cho hay: “Hang xuat khau gi em oi, phan lon la hang do cac co so nho le tu may, nhai theo kieu dang cua mot so hang thoi trang roi gan nhan mac gia vao day thoi!”.

Theo chi diem cua chi Nhi, toi den Trung tam Cung cap Nguyen phu lieu det may duoc dat tai Cu xa Dai Quang Minh (Chau Van Liem, Q.5), tai cac cua hang ban nhan mac khong thieu mot loai nhan hang noi tieng nao tu Versace cho den Guess, Replay, Glamour, Dockers... Mot tieu thuong o day cho biet them: “Bay gio dang la thoi cua hang hieu ma, cac nhan hang noi tieng ban rat chay, chu yeu la cho cac co nho tu nhan de len do cung cap cho cac cua hang thoi trang”.

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 Gioi sinh vien, hoc sinh cung rat thich san hang hieu... gia re. Anh: Ng.Sa

Song khoe nho cac "fan" hang hieu

Neu nhu cach day chung 1-2 nam, de tim mot shop chuyen ban hang hieu My gia re (hang gia cong that) rat kho. So cua hang chi dem tren dau ngon tay va hoat dong cung khong cong khai (chi tiep khach quen, cua hang khong truong bang hieu) vi nhung nguoi kinh doanh mat hang nay rat ngai cac van de da duoc du luan dat ra nhu tai sao co the tuon duoc hang gia cong ra ngoai, co vi pham ban quyen so huu cong nghiep hay khong, hang nhap tu cac nuoc vao VN nhu the nao? v.v...

Nhung hien nay tren cac con duong lon tai TP.HCM thi hau nhu moi con duong deu co tu 2-3 diem ban hang xuat khau, hoat dong buon ban ngay cang tro nen cong khai hon. Tuy cac cua hang nay it co hoat dong chieu thi nhu quang cao, trung bay bat mat... nhung van co mot luong khach hang rieng neu khong muon noi la ban dat hon nhieu shop thoi trang thong thuong.

Theo y kien cua mot ban tre tu nhan la “fan” cua hang xuat khau cho hay: “Bo ra mot so tien nho nhung duoc so huu san pham noi tieng ai ma chang thich. Voi gioi tre nhu tui em lam gi co tien de tau duoc hang chinh hang, chinh goc? Neu mua hang gia cong ma chiu kho san lung va chon ky thi van co co hoi tim duoc hang dep day!”.

Tuong tu, mot khach hang khac cung cho hay, suc hut cua hang gia hang hieu khong phai o cho ten nhan hang ma la kieu dang don gian, de mac va co size (kich co) lon - phu hop cho nhung nguoi bu con, dieu nay thi hang cho hoac hang VN it dap ung duoc.

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 Cua hang thoi trang moc ngay cang nhieu nhung van dong khach. Anh: Ng.Sa

Cac hang kho chong duoc nan hang gia

Thoi gian gan day mot so thuong hieu thoi trang the gioi da chinh thuc dat chan den VN nhu Mango, Sprit, Louis Vuiton , Calvin Klein (CK)…

Khi dat chan den VN cac thuong hieu nay cung da tim bien phap doi pho voi nan hang nhai, gia nhu Hang CK da moi Cong ty luat Baker & McKenzie (My) bao ve quyen loi cho nhan hang doi voi cac don vi vi pham quyen so huu tri tue. Tuy vay, den nay hang nay van chua tung ra bien phap gi de khong che nan hang nhai, gia tai VN.

Theo nhan dinh cua gioi kinh doanh, rat kho de thuc hien viec chong lai nan nan hang nhai, gia dang tran lan tren thi truong nhu hien nay. Vi neu kiem tra tai cac cua hang chi la lam tu ngon, hon nua cac cua hang khong chi co gia mot thuong hieu ma bay ban ca tram thuong hieu khac nhau nen kho ma kiem tra xue.

Ben canh do, muc gia giua hang gia va hang chinh hang qua chenh lech tao ra 2 phan khuc ro rang. Nguoi “sanh” hang hieu va nhieu tien (doi tuong chinh cua cac hang) thi khong mua “hang xuat khau” - thuc chat la hang hieu gia. Vi the kinh doanh cua hang chinh hang cung khac, mot la nam trong cac trung tam thuong mai lon, hai la co mat tai cac cua hang rieng duoc trang tri sang trong, bat mat chu khong xuat hien dai tra nhu hang gia.

Doi pho voi “ke co toc” thi de nhung de nam “ke troc dau” la mot bai toan kho danh cho cac nhan hang bi nhai, gia tren thi truong.