CLIA promote Genuine Leather Mark in Hong Kong16 April 2007
The Genuine Leather Mark is a trademark registered by the China Leather Industry Association (CLIA). CLIA, as the third party, promises customers that a product bearing the Genuine Leather Mark meets the following standards: major components are genuine leather; are of good-quality; and considerate after sales services are provided. 'Eco-leather', which plays a critical role in increasing environmental awareness, aims at ensuring the sustainable development of the leather industry and safeguards the health of customers, is an extension of the Genuine Leather Mark. 'Eco-leather' applies to finished leather and fur products that have special environmental requirements, stress environmentally friendly features and care about the health of customers. Stated goals of the scheme include: increasing brand competitiveness on the international market and optimisation of exports. CLIA also hope it will help build a new image for Chinese brands. According to CLIA, with the conclusion of the five-year post-WTO transitional period, China has made significant progress in opening up its economy. Several protective policies have been cancelled and the integration of China's economy with the international system has been intensified. Production costs and competitive edge are more transparent than ever. Hence, it would be very difficult for a single brand to explore overseas market. Launching the English version label of the Genuine Leather Mark is intended to recommending products to foreign customers and will boost internationalisation of China's leather industry brand by the collective strength of the Genuine Leather Mark. Since the implementation of Genuine Leather Mark, the leather industry has fostered numerous brands and acquired the ability to promote the brands in the global market. By the end of 2006, the number of products with the Genuine Leather Mark amounted to more than 450, covering shoes, leather garments and suitcases. In recent years, self-owned brands, such as Senda, Kangnai, Aokang, Belle, Harson etc, have explored overseas market in different ways and accumulated rich experience. The English version label is equipped with an advanced anti-counterfeiting logo, which will facilitate the identification of foreign customers and safeguard the reputation of Chinese brands. The Genuine Leather Mark is mainly designed for export products. CLIA will be participating at internationals exhibitions to promote the Genuine Leather Mark. In 2007 these fairs include: Asia Pacific Leather Fair (March in Hong Kong), WSA Shoe shows (February and August, Las Vegas), the 10th Russia International Leather and Fur Exhibition (Leshow, June, Moscow) and All China Leather Exhibition/China International Footwear Fair/Moda Shanghai (September, Shanghai). Genuine Leather Mark brand fashion shows will be held at the APLF and at the three shows in Shanghai.