چالش‌های صنعت پوشاک با لیبلینگ؛
تولید داخلی با برند خارجی!
این روزها در بازار پوشاک به وفور با پوشاک با برندهای ظاهرا خارجی مواجهیم که به نوعی مهر تائیدی بر اعتماد برای خریدن آنها است. البته اگرچه پوشاک خارجی به وفور در بازار وجود دارد اما طبق اعلام مسئولان، اغلب این محصولات تولیدات داخلی هستند که منقش به مارک و برچسب برند خارجی شده‌اند تا با تعداد و قیمت بالاتری فرش بروند.
به گزارش روزنامه «صبح امروز» و به نقل از مهر، «برندمداری خارجی» چالشی است که در ایران بنا به دلایلی همچون نامرغوب بودن بعضی از کالاهای ساخت داخل، پایین بودن تکنولوژی ساخت نسبت به موارد مشابه خارجی، عدم فرهنگ‌سازی، عدم تبلیغات مناسب، ناهماهنگی قیمت و قدرت خرید مردم و … اپیدمی شده است؛ به شکلی که در سطح جامعه اینگونه القا شده که جنس ایرانی بی کیفیت و جنس خارجی با کیفیت است.
فرهنگ پسند خارجی
مردم از بازار کالاهای برقی و لوازم خانگی که شرکت‌های داخلی توانسته‌اند با کوشش به تولیدات نسبتاً باکیفیتی دست یابند تا بازار محصولات خوراکی و پوشاک به دنبال تولیدات خارجی می‌گردند.
نکته عجیب آنکه این فرهنگ خارجی پسندی به قدری در فرهنگ جامعه ایرانی رسوخ کرده که تولیدکنندگان ایرانی طبق یک رسوم قدیمی کالاهای تولیدی خود را با برند خارجی می‌فروشند. طبق اظهارات متولیان حوزه پوشاک عمده کالاهای خارجی در بازار، در واقع کالای ایرانی هستند که برند خارجی دارند و تولیدکننده سعی دارد از این طریق محصولات خود را در تعداد و قیمت مناسب به فروش برساند.
این در حالیست که واردات پوشاک طی ۳ سال گذشته ممنوع بوده و طبق اعلام ستاد مبارزه با قاچاق، قاچاق این محصول نیز افت کرده است؛ بنابراین اغلب پوشاک خارجی در بازار یا محصول ایرانی با برند خارجی و یا محصول تقلبی خارجی هستند.
تولید داخلی با برند خارجی
در همین رابطه مصطفی پورکاظم شایسته، معاون حقوقی و امور مقابله ستاد مبارزه با قاچاق کالا و ارز اظهار داشت: متاسفانه به دلایل مختلفی همچون عدم فرهنگ‌سازی و پایین بودن کیفیت از گذشته مرسوم بوده که تولیدکننده ایرانی کالای تولید خود را با برند خارجی به بازار عرضه کند.
وی افزود: چندی پیش به ما اطلاع دادند که یک فروشگاه بزرگ در تهران محصولات برند آدیداس را می‌فروشد، وقتی به آن فروشگاه مراجعه کردیم، تولیدکننده گفت وقتی محصول را با برند خودمان عرضه می‌کنم کسی از من نمی‌خرد؛ اما زمانی که برند آدیداس را نصب می‌کنم مشتریان زیادی به فروشگاه می‌آیند و محصولات را می‌خرند.
سیر نزولی واردات پوشاک قاچاق
شایسته گفت: قاچاق پوشاک در سال ۹۶ بیش از ۲ میلیارد دلار بود که این رقم در سال ۹۹ به ۵۰۰ میلیون دلار رسید؛ از این رو اغلب پوشاک خارجی در بازار پوشاک داخلی هستند که برند خارجی دارند.
معاون حقوقی و امور مقابله ستاد مبارزه با قاچاق کالا و ارز تصریح کرد: در بازار به وفور مارک و برچسب برند خارجی وجود دارد و قابل دسترس است. به راحتی این برچسب‌ها را می‌خرند و روی کالا می‌چسبانند.
صنعت پوشاک ریجستری ندارد
وی در مورد اینکه نمی‌توان مانند سیگار یا موبایل از روشی مشابه رجیستری برای ساماندهی صنعت پوشاک استفاده کرد، افزود: در کشور ما ۷۰ درصد کالاهای پوشاک در کارگاه‌های زیرپله ای و به صورت بی هویت تولید می‌شوند، بنابراین نمی‌توان از این روش‌ها استفاده کرد.
معاون حقوقی و امور مقابله ستاد مبارزه با قاچاق کالا و ارز گفت: در حال حاضر هیچ کالای پوشاک قاچاقی از سوی سازمان اموال تملیکی به بازار بر نمی‌گردد و مقرر شده که کالای پوشاک امحا شود.
تولیدکننده داخلی اعتماد به نفس برندسازی را ندارد
همچنین روح‌الله مرادلو، رئیس اتحادیه پیراهن‌دوزان کرج گفت: بسیاری از پوشاکی که در حال حاضر به عنوان پوشاک خارجی فروخته می‌شود تولید داخل است؛ مشکل این است که تولیدکنندگان ما هنوز اعتماد به نفس کافی برای برند سازی و تبلیغات مناسب برای معرفی تولیدات با کیفیت خود ندارند.
وی ادامه داد: اغلب تولیدکنندگان ایرانی که موفق به برندسازی نشده‌اند، تولیدات خود را به بازاری‌ها می‌فروشند و آنها هم چون با ذائقه مردم آشنا هستند، با دوخت مارک و برچسب برندهای خارجی، پوشاک داخلی را به عنوان برند خارجی به فروش می‌رسانند. متاسفانه فرهنگ‌سازی درستی در خصوص تولیدات ایرانی نشده و مردم فکر می‌کنند هر برند خارجی از نمونه ایرانی کیفیت بهتری دارد که این نگرش نیاز به اصلاح دارد.
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